Industry Views

Pending Business: Pulling the Rug Out from Under

By Steve Lapa
Lapcom Communications Corp

imWhen was the last time you went shopping for a quality living room rug? Not an oriental, because that is just too easy. We’re talking high quality living room rug that will blend in and stand the test of time… and the dog. Next to fighting with a credit card company, it’s the worst shopping experience ever.

Try this at home when you have nothing better to do. Chances are you want to find the rug of your dreams, so you check out the major department stores. Up the escalator, walk through home furnishings and an employee may or may not be available. Most likely not, so you head to an adjacent department, and someone sends someone who barely knows the product and selection.

This scenario is repeated at most major department stores today, so off we go to our favorite furniture store where rugs are an accessory, like belts in the men’s store. No go here. Time to head over to the carpet, tile, and rug store.

Employees here are a bit more available and knowledgeable, but the quality and selection are just not quite right. Time for the expensive specialty store where expertise and service are #1 and so is price. $10,000 for that!

Time for the online experience to take over with countless purchase options, reviews, and confusing virtual reality options. This is getting painful. The attempted purchase is frozen in frustration. What does this have to do with what we do? Live and learn.

— Are you always available for your advertisers? When business is soft you lob in a mandatory attempt and move on. When business is through the roof, are you quick to return a call or open a new door?

— Do you simply walk through the same motions, or reflect the energy and enthusiasm of an exciting program lineup? Think of the rug seller, flipping through those rugs. Boring!

— Do you earn the price or just blame the boss? Since day one, some sellers find it easier to blame the boss instead of earning the value proposition.

— Are your advertisers frozen in frustration? Feel free to use the phrase that pays. Defrost that frozen decision maker before your competitor does.

A great program director once told me, the best on-air talents observe life with a pad and pen. Their notes come to life when the mic goes on. The same is true for great sellers and managers. Every purchase experience can improve your next call.

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: