Pending Business: Happy Mother’s Day

By Steve Lapa
Lapcom Communications Corp


PALM BEACH GARDENS, Fla. — Let me be the first to predict this year will be one of the biggest Mother’s Day sales cycles on record. Call me crazy, but everything on my broadcast sales radar is pointing in the right direction and the wind should be at your back. See if this fits your profile:

  • Inventory is tightening.
  • Mandatory mask mandates are declining at restaurants and retail.
  • Your 2022 sales are ahead of 2021.
  • Your on-air talent lineup is the best you’ve had in a while.
  • You are totally on board with digital and social media.
  • Mother’s Day packages are locked and loaded.
  • Prospects are prioritized.
  • Everyone loves and honors Mom.

Yes? No? Maybe?

My point is simple. No matter what uncontrollable variables are occupying the sales part of your brain, sales cycles are calendar driven and no matter how hard we try, the calendar wins. I hope you are not stuck on pause trying to salvage April, or a last minute baseball package. That’s for the amateurs. Professional sellers understand planning, organization, focus and adjustment. But most importantly, you get the value of constant client contact with an eye on the calendar.

The rate of inflation, financial markets, politics, and crazy weather will not stop us from celebrating Mom. A few things may change between today and May 8, 2022. But a few weeks is not a long selling cycle and if you are a regular reader of this column, as you know, we never take any competitor for granted. While you’re thinking about a plan, someone is executing. When it comes to Mother’s Day, every competitor has a plan with one-time deals often part of the competitive landscape. If your manager hasn’t shared a Mother’s Day plan, be the first to ask. I welcomed the sellers who wanted to own the starting line. It always showed up in their commission checks.

I hope you get the real goal of this week’s column. The news/talk radio business never stops. There is always another sales cycle coming. It’s up to you to plan, adjust and succeed!

Steve Lapa is the president of Lapcom Communications Corp. based in Palm Beach Gardens, FL. Lapcom is a media sales, marketing, and development consultancy. Contact Steve Lapa via email at: