Tag: "seller"
Pending Business: One Thing Every Advertiser Should Know
By Steve Lapa
Lapcom Communications Corp
President
PALM BEACH GARDENS, Fla. — Here is a simple question that every talk radio seller who wants to be successful must answer: “What is the one ‘thing’ every advertiser should know about my on-air talent?” In other words, what is the unique selling point that can be connected to your on-air talent and only the talent you represent.
And try your best to move past audience ratings because they come and go. “We’re number #1!” is an important validation, but when the time comes to move into the price=value equation, beauty is in the eye of the beholder.
Pending Business: Halftime
By Steve Lapa
Lapcom Communications Corp
President
PALM BEACH GARDENS, Fla. — Halftime is over.
July is here and Q3-Q4 is looking a little foggy. The crystal ball is clouded with recession, inflation and new competition.
The good news is by now you’ve met with your manager and second half adjustments are in place. You have agreed on the course correction expectations and the game plan that will help you power through the dynamics of a constantly changing business environment.
Pending Business: The Ego Drive Connection
By Steve Lapa
Lapcom Communications Corp
President
PALM BEACH GARDENS, Fla. — What critical personality trait connects you, the seller, to your leading talk show host? I’ll bet you never gave that a minute of your time!
This important trait in every top seller and top talker is present on every sales call and in every show. It is not a skill or learned technique, but if this one trait doesn’t shine properly, performance will suffer. Pause here as we zoom back.
Pending Business: Killing the Customer
By Steve Lapa
Lapcom Communications Corp
President
PALM BEACH GARDENS, Fla. — The past 90 days have been a roller coaster for many on the marketing side of the radio business. Hopefully your ride has evened out and the rest of the fourth quarter is downhill. On the way to year-end, here is an experience that may help you improve your personal sales and customer management skills.
Our situation is based in a top 40 market with a dominant radio station and a solid talent. After several rounds of well-received negotiation we came to an agreement with clear expectations. The station seller and talent agreed to live reads and the advertiser approved the deal. We were locked and loaded with approved creative and good to go all around.
Pending Business: No
By Steve Lapa
Lapcom Communications Corp
President
PALM BEACH GARDENS, Fla. — It’s one of the most difficult decisions a seller makes.
At what point do you move on from the no reply, no feedback, and nothing-here prospect? How many times should you try and reach out to open a dialogue with a prospect that does not respond, before you consider the effort fruitless and throw in the towel?
