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Pending Business: Appointments, Test Drives and Weekends

| September 7, 2021

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Ask a successful seller in the new car business. They will tell you how the percentage chance of closing a sale increases when a prospect goes for a test drive. Some automobile companies invest heavily in getting the prospect to test drive. The more expensive the car, the larger the investment in getting to the test drive.

Remember when luxury brands offered Bose headphones just for a test drive? The super premiums offer a whole other level of test drive experience. From celebrity chef prepared meals to world-class golf outings, it’s part of a proven approach to closing sales.

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Pending Business: Checking In

| August 30, 2021

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — This one may be more for the sales managers.

Your station gets a sales lead. Based on the system you have in place a quick conversation with the assigned seller is followed by a hand-off. The seller begins the sales process and at some point will come back with feedback. The sales process continues and barring any difficult negotiation, that new advertiser may never hear from a manager again, unless the seller requests it. Most likely not.

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Pending Business: The Feedback & Agreement of Sales

| August 16, 2021

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — I think I may have missed the webinar.

The one that drills down on a sales technique, just like a “How To” YouTube video. Except this one sales technique in particular may have been presented a little out of context, yet brags about success.

Somebody somewhere must have force fed the “assumptive close” on innocent sellers around the country. I know because the assumptive close was forced into four different negotiations just this past week. Awkward!  It went something like this: ”Can I put the schedule in to hold this package (rates) for you?” Whoa! Where did that come from? We didn’t authorize anything, here. The paperwork alone of cancel before start will take more time to unravel than my mortgage documents. And by the way, closing any deal should be organic, not manufactured or presented in an ambush email.

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Monday, August 9, 2021

| August 9, 2021

Pending Business: Rules. Sales pro Steve Lapa says the great “disruptors” of our time have one thing in common: they break the rules but in doing so deliver a clear benefit. Lapa says he encounters rules in the radio sales business that appear to be there to benefit only the seller – not the advertiser. “Makes you wonder if those rules are impacting the two R’s that help guide sales management: Revenue and Recruitment. Where are the sales disruptors in those organizations? Maybe those organizations stopped listening to the customer and just went with convenient old-school thinking.” Read his column here.

Monday Memo: Play the Hits. “If the last year-and-a-half has taught us anything,” consultant Holland Cooke reckons, “it’s that anything could happen, at any time, and disrupt the life routine of which we want our work to be the soundtrack.” So, barring the unforeseen, this week’s column recommends “four topics of extreme relevance.” Read it here.

COVID-19 Cases, Vaccinations & Mask Mandates/Obama Birthday Bash, Climate Change/Western Wildfires, Andrew Cuomo Harassment Allegations, Infrastructure Bill, 2020 Election Denial, and Taliban Surges in Afghanistan Among Top News/Talk Stories Over the Weekend. The fast-rising rate of COVID-19 cases in numerous places in the U.S., the issue of vaccine hesitancy, controversy over mask mandates for school kids, and former President Barack Obama’s 60th birthday bash on Martha’s Vineyard; the UN’s IPCC issues a report indicating the planet is heating up at a rate that’s pushing us closer to a “point of no return” and the wildfires in the Western U.S. and in Greece; the sexual harassment allegations against New York Governor Andrew Cuomo keep getting more intense as his top aide Melissa DeRosa resigns; the U.S. Senate shuts down debate and preps for a vote on the $1.2 trillion infrastructure bill; the continuing denial of the results of the 2020 presidential election by Donald Trump loyalists; and the Taliban seizes control of a number of cities in Afghanistan in the wake of the U.S. military’s exit were some of the most-talked-about stories on news/talk radio over the weekend, according to ongoing research from TALKERS magazine.

Conservative Florida Media Personality Dick Farrel Dies of COVID at 65. According to a number of media reports, conservative media personality Dick Farrel – a native New Yorker who worked on air at WVIP-FM, Westchester, New York; WIOD-AM, Miami; WPBR, Palm Beach; WFLN-AM, Arcadia, Florida (now WCXS-AM); and as a fill-in host on Newsmax TV – has died at the age of 65 after contracting COVID-19. Farrel’s partner Kit Farley wrote on Farrel’s now-private Facebook page, “He was known as the other Rush Limbaugh. With a heavy heart, I can only say this was so unexpected. He will be missed.” Farrel was an unabashed critic of the vaccines. He called them “bogus,” referred to the pandemic as “scamdemic,” and spoke of Dr. Tony Fauci as a “lying freak.” His attitude changed after contracting the virus and he urged friends to get the vaccine.

Harrison Weighs in on Cumulus Studies Showing Radio Listeners More Likely to Be Interested in Sports Betting Saying They’re ‘More Serious Fans of the Sports.’ A piece written by Jeff Edelstein at Sports Handle addresses the recent studies commissioned by Cumulus Media that suggest radio listeners are more interested in sports betting than TV viewers. Released in synch with the news of Cumulus’ partnership with WynnBET, the studies find that “42% of radio listeners have placed an online sports bet, compared to 28% of TV viewers. Furthermore, 52% of radio listeners say they’re interested in online sports betting, compared to 28% of television watchers.” TALKERS magazine publisher Michael Harrison is quoted extensively in the piece and says, “There’s probably a great overlap between the two, but the person that goes out of their way to listen to a game on the radio… well, you don’t see what’s going on. They are obviously, by nature, more interested in the information about the game than necessarily the pleasure of just watching it. And if you are more interested in information, you’re probably more prone to bet. A person who listens to sports is probably more prone to bet than a person who watches sports because they’re more interested in the data and the details than the eye candy of watching the game.” As the story notes, that fact that more than half of the people surveyed in states where betting is legal could not name a betting operator such as DraftKings or BetMGM means those operators need to promote themselves. Harrison adds, “I just think radio can do everything it possibly can to get in on the business of sports betting, using its influence over people as a communications medium as its leverage and its wedge to get into that business. Everybody who knows anything about human nature, the law, and business knows that this is going to continue to be a growth area. From a business standpoint, the legalization of sports betting is perfect for radio to be involved with, and radio is at a time now where it is seeking new streams of revenue to go beyond the standard advertising paradigm.”

Sports Talker Jeff Cameron Moves Down the Dial in Tallahassee. The Tallahassee Democrat reports that “The Jeff Cameron Show” begins airing on Magic Broadcasting II’s news/talk WVFT-FM, Tallahassee “Real Talk 93.3” today (8/9) in the 1:00 pm to 3:00 pm daypart after having been heard on crosstown WTSM-FM “ESPN Tallahassee” since 2012. Horizon Broadcasting recently agreed to sell WTSM to religious broadcaster Radio Training Network Inc, prompting the move.  Cameron tells the paper his program will also be heard at the Florida State University fan site Warchant.com. Continuing with the program will be producer/broadcaster Tom Lang and Matthew Hutchinson is resuming his co-production work with the show. Cameron says, “I’ve always wanted to do multi-media stuff where I can do a podcast, host the show, and do something on YouTube. Warchant and 93.3 agreed to take me on. We can take all of our advertisers to Warchant and 93.3.”

TALKERS News Notes. Chicago media writer Robert Feder reports that Windy City media legend Garry Meier is hosting a weekly, Sunday night show on Cumulus Media’s KABC-AM, Los Angeles. His program airs at 10:00 pm and KABC program director Drew Hayes tells Feder, “Nobody tells a story — or views the world — like Garry. It’s great to be together again, now for a third time, on L.A.’s first talk station, KABC.”…..Today (8/9) at 9:00 am PT, KBLA, Los Angeles “Talk 1580” host and owner Tavis Smiley is scheduled to interview gubernatorial recall candidate (and Salem Radio Network nationally syndicated talk host) Larry Elder, who is currently leading the polls to recall and replace California Governor Gavin Newsom…..Media personality Stephanie Miller announces she’s bringing her “Sexy Liberal Survivors’ Tour” back to the stage at the Barrymore Theater in Madison on October 23. Miller, along with John Fugelsang, Hal Sparks, and Frangela, will perform at the event. She’s also making the performance available to those who can’t make it in person via pay-per-view through Meathook.

Pending Business: Winners or Champions

| August 2, 2021

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Simone Biles stepped away from the Olympics last week.

A 24-year-old woman who is arguably the greatest gymnast of all time raised her hand and did what any of us would do when something isn’t right: hit the stop button. Please hold your opinion — for now.

What does this have to do with day-to-day selling?

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