Category: Sales

Sales

Pending Business: The Talk Radio Metaverse

By Editor | by Editor

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Imagine the next wave.

The Great Town Hall Debate is a video game designed by experts, where players pick political parties, moderators, topics, questions, debaters, venue and media coverage. Can our video game be so advanced you can program facial expressions, gesture reactions, even voice volume and inflection? Maybe some gaming wizard is working on the concept as you read this, or maybe not. But let’s go with it for a minute and sell it.

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Sales

Pending Business: Marketing Madness

By Editor | by Editor

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Have you noticed the marketing driving the madness this March? The marketing machine seems to be present everywhere — especially the sports book marketing. It’s reinventing how marketers use some old school media.

Last time we noticed, our friends in the bus shelter business simply painted bus bench backs or posted large signage in the bus shelters. This static advertising supported branding, location-based ads, and in the case of the old school bus bench, catchy phrase, logo or headshot and phone number.

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Sales

Pending Business: Reimagining How News/Talk is Sold

By Editor | by Editor

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Maybe it’s time take a minute and reimagine how news/talk radio is sold. I am serious. Because your company is offering audio options like:

1) Fight clutter with less inventory.

2) Offer host-read endorsements.

3) On-demand.

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Sales

Pending Business: Happy Mother’s Day

By Editor | by Editor

By Steve Lapa
Lapcom Communications Corp
President

 

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?

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Sales

Pending Business: King Content

By Editor | by Editor

By Steve Lapa
Lapcom Communications
President

 

PALM BEACH GARDENS, Fla. — If “content is king,” then what is sales?

The sports world seems to be redefining how we view value and utilize king content. The trailblazer is arguably the biggest brand in sports: the National Football League.

The NFL wrote the book on how constant improvement and innovation, especially in media coverage, could drive a brand to unmatched heights in event marketing, viewership, influence, and income. It is no accident the NFL is now in the spotlight again moving the media innovation needle to 5.0.

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Sales

Pending Business: Sell Carefully

By Editor | by Editor

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — As I write this week’s column, events in Russia, the Ukraine, and around the world are driving the content on news/talk radio stations everywhere. Whether it’s all-news, a local talk show, or a nationally or regionally syndicated program, the world is talking, watching, listening, posting, tweeting, documenting and sharing.

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Sales

Pending Business: Five Basics for Better Sales

By Editor | by Editor

By Steve Lapa
Lapcom Communications
President

 

PALM BEACH GARDENS, Fla. — “Less talk, more listening guarantees increased sales.”

That may sound great, but it rarely works in today’s real world of sales.

It should read: “Better talk, closer listening can improve sales.”

Let’s unpack this.

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Sales

Pending Business: A Customer-centric Pitch

By Editor | by Editor

By Steve Lapa
Lapcom Communications Corp
Presisdent

 

PALM BEACH GARDENS, Fla. — Recently, I found myself in New York City for an extended period of time with no access to a gym. My only option was to walk, so I created a daily walking route: a two-mile hike through the streets of Manhattan. Walking always has been and with or without facemasks, walking still is very much a part of the lifestyle in Manhattan.

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Sales

Pending Business: “F” is for Frequency

By Editor | by Editor

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Radio is about to lose a legend and if you sell local direct, maybe it’s your fault! I’m not kidding, this is as real as it gets. Your future is at stake. I’ve already done my part, and the rest is up to you, direct sellers.

Do I have your attention?

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Sales

Pending Business: It’s a Matter of Trust

By Editor | by Editor

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Disclaimer: For the purposes of this column, please understand there is no hidden political agenda.

The headline for the January 16 article in The Wall Street Journal said it all. Paraphrasing here, “Trusted Local Voices Are Deployed….on Radio.”

The article describes the efforts of doctors and health officials located in rural areas to get the word out on getting the public to participate in the local covid vaccines initiative.

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Sales

Pending Business: Comfortably Numb

By Editor | by Editor

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Thank you, Pink Floyd. Perfect description of the proposals I’ve seen that never show a “Why Buy?”

Go ahead and check your last proposal. How did you answer the Why Buy question? Chances are you either omitted the concept completely or channeled Captain Obvious. When it comes to fundamentals, gone is not forgotten.

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Sales

Pending Business: Early Warning

By Editor | by Editor

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Despite the calendar, January is over and first quarter is rapidly headed towards spring. Depending on where you are based, some windfall weather-related business may come your way or heaven forbid, those weather-related cancellations. No matter what variables are in play, it’s time for an early review of your sales game plan. Here are some boxes to check with the guidance of your managers.

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Sales

Pending Business: The Early Renewal Seagull

By Editor | by Editor

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Don’t do it! Whatever you do, don’t sell like a seagull.

During the course of the past year, especially during pandemic impacted inventory cycles, every kind of sales approach you can imagine was and still is in play. The most creative techniques seem to be coming from inventory challenged businesses, like real estate. The real estate sales world has spawned reality-style TV shows that are now featured on Netflix. Do we really pay to watch a show about sellers?

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Sales

Pending Business: A New Year’s Lesson

By Editor | by Editor

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — I particularly enjoy this time of year because it’s when I usually reconnect with former associates all around the country. Sellers, managers, and on-air talent from South Florida to San Francisco who share the bond of having worked through one of the most challenging years in broadcast history checked-in with me. Those calls, texts and emails always include one “wow” moment that serves as a life lesson for all of us. Here’s one in particular that can serve as a motivator for all heading into the New Year.

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