By Steve Lapa
Lapcom Communications Corp
President
It may seem impossible, but you need to stay in your lane.
As we live through another dark chapter in world history, staying focused on what we do in sales and marketing will be a nearly impossible challenge. We live in a 24/7, always-on world constantly updating everything from everywhere.
As we work on the sales, marketing and management side, the news/talk and information programming side are in hyper mode logging on, weighing in, competing to never miss a beat. I remember when time stood still as the events of 9/11 shocked the world and time stood still. Talk radio hosts, producers and news departments tried their best to digest the events and offer some level of understanding to a listening audience. For the first time ever, the mainland of the United States of America had been attacked.
And here we are, frozen again. This time the events unfolded halfway around the world. Once again shock, unspeakable actions, thousands of innocent deaths, massive destruction. If you have been doing this long enough, we do have some level of experience with shocking events.
Once again, our talk radio hosts, producers and news teams will be a go-to source for millions of listeners across the country. How do we stay focused, selling, marketing, prospecting as local communities react to all this that is unfolding halfway around the world?
— Our thoughts and prayers are with those in harm’s way. As difficult as it may be, try and keep the opinionated politics away from your sales process.
— Keep the conversation neutral. A challenge for sure. If you are prepared there’s always positive to bring to your sales call.
— The calendar never quits. Halloween, Thanksgiving, Christmas, New Year’s, are all around the corner and with that a last-minute marketing opportunity.
— Why are 66% of the U.S. adults over 40 overweight? Blame the men, we always skew those numbers. Just helping with a little small talk …
As challenging as the next few days and weeks may become, your news/talk radio station will become an important resource for adults on the go who need to know. As you formulate your presentations, stay focused on the unique benefits only your radio station’s lineup can deliver in times of crisis. Your on-air talent have earned the trust of the audience the old-fashioned way…. by being there when it mattered most.
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: Steve@Lapcomventures.com.