Pending Business: Electric Rapport

By Steve Lapa
Lapcom Communications Corp


PALM BEACH GARDENS, Fla. — It’s always something.

This time it’s EVs as California is preparing to end all sales of gas or diesel powered cars by 2035. By then the mandate is electric vehicle sales only. The California electric vehicle sales ramp up is 35% by 2026 then 68% by 2030 and 100% by 2035. Data indicates there are over 14 million cars on the road in California. Some reports have 12 states following the California lead.

Ever been in an LA traffic jam in the summer? Last time I got caught, it seemed like every car in Southern California jammed the freeway at once in 100 degree smoggy heat. But as I headed back to the airport after my last sales call, there was one beautiful positive in this mess: every car in that traffic jam had a radio… and mine was cranked up!

The onset of legislation that pushes us closer to all electric vehicle sales should be the next great wave of automobile marketing. An entire marketplace will look to be educated before a purchase. Consider the businesses aligned with this conversion from charging stations to aftermarket. Do electric vehicles use the same tires as gas or diesel powered cars? Tesla owners out there, raise your hands. Although the timing on this potential marketing tidal wave is a few years away, it is worth noting early stage marketing has indeed begun. Should you sharpen the relationships and trust building skills that will improve your chances of being on the inside track of the planning? There is always room to improve those skills. Some tips:

  • How much contact do you have with your client base when there is no money on the table? My favorite was visiting key clients after before 9:00 am or after 6:00 pm. High-level managers and owners work long hours and so do I. Whenever I could spend time in their environment with minimal interruptions, I always came away with another opportunity. Just make sure it doesn’t crunch the home front.
  • Do you make time to listen and get a better understanding of your client’s objectives? There is a big difference between measuring results and the “dream machine” that kicks in when an entrepreneur, owner, or manager shares a vision.
  • That sales manager at________ could be the next general manager at__________. I lost count of the number of moves and promotions I’ve seen in a typical business cycle in fast-moving categories. The manager we interviewed at our annual remote soon became the president of the division and lots of hard work paid dividends.

It’s never to soon to isolate a skill set and improve. Your comfort zone is your competitor’s next opportunity.

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: