Pending Business: Halftime

By Steve Lapa
Lapcom Communications Corp


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.

Last year at this time who could have foreseen a $6 gallon of gas or a 15% increase in a gallon of milk. Food prices are the highest we’ve seen in almost 40 years and there is little relief in the near term. What will you adjust in the second half of this year to improve your sales and keep the commission checks coming?

If your plan still needs input, let’s brainstorm a few universal concepts together:

  • Sales is still about numbers – Take any theory you want and drill it down to it’s core. Quality prospect vs. unqualified, seasonal vs. year-round, big whale vs. long term smaller spend, it all comes down one simple metric: your closing ratio. When was the last time you tracked that critical number?
  • Consistent careful contact – Every seller’s downfall starts here. It comes down to two critical elements. How many times to you try and connect with a developmental prospect before you move on? On the other side, how often do you check in with your base advertisers? My real-world experience is most sellers are “get it and forget it.”
    1. Category refresh – Open your thinking to recession-proof categories that can stay with you through this roller coaster.
    2. Medical – new practices are opening around you and most use direct mail to promote. New procedures and innovations are happening regularly. Medicine is a dynamic world that needs a fresh voice.
    3. Financial – roller coaster financial environments have most investors wondering if they need a fresh approach.
    4. Legal – Laws change, needs change. Freshen up those old wills and tax plans.
  • Lemons? Make lemonade – There is always a buyer when pricing becomes an opportunity. If you have new packaging opportunities, comb your leads file for the right prospect to engage.
  • Recruitment – You don’t need me to point you to this category. Hiring is a huge discussion in today’s business world. Be different when you make your calls, use all your assets to stand out in a crowded field.
  • Seasonal business – The calendar never quits. Labor Day, Thanksgiving, Christmas, and New Year’s Eve, will still be here regardless of recession, inflation or new competition, get a solid creative plan together now.

Planning and organization is an important part of every successful performance profile. Make sure you are locked in with a winning plan.

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: