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Pending Business: The Long and Winding Road

| May 3, 2021

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — We don’t subscribe.

Three words that could set the tone for what could be a thankless, time-consuming exchange. The seller who needs to provide metrics in a highly accountable media landscape and has no “numbers” to show could be at a competitive disadvantage. Perhaps you sell for a locally owned and operated station that doesn’t subscribe or a privately held owner who simply isn’t of the mindset to subscribe to a ratings service.

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Pending Business: Junk

| December 14, 2020

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Is that where many of your 2020 proposals live?

This is the perfect time of year to review proposals that sold through and which ones missed.

When I began my journey through the sales maze of the broadcast business, my first sales manager would always remind me, “We’ve got plenty of paper but not enough of you. What makes your proposals different and better TODAY?” His words were so on point the message guided me for over 40 years. The concept goes to the foundation of sales: maintain strong relationships every day throughout the process.

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