Pending Business: In Radio Sales, It Pays to Be a Great Listener
By Steve Lapa
Lapcom Communications Corp
President
Do you still struggle with keeping the dialogue moving in the right direction on your sales calls? Let’s face it, if you are not careful you could violate one of the golden rules of selling talk radio – be a great listener.
First calls are the most difficult, especially in this era of Zoom, Teams, etc. You try your best to develop rapport, build chemistry and move through a needs analysis as you learn about your potential advertiser. High achieving sellers have that special skill of blending questions and fun facts that build common ground while navigating the needs analysis through a range of questions designed to qualify the prospect and confirm a follow-up call.
Sounds simple enough, but why do most sellers fall short in the starting blocks. There is no mystery here to solve, this is Selling 101 that starts with preparation and ends with a commission check. Let’s walk through some start points:
If you are responsible for any of the 26.5 billion minutes viewed of “Suits” on Netflix, you know that Harvey Spector (lead character) earned millions doing homework and knowing how to ask the right questions. How about you? Are you prepared to ask the right questions and listen to the answers that will lead you to comeback with the right proposal? Sometimes keeping the dialogue moving can be challenging. Perhaps you’ve asked too many questions that went nowhere or just resulted in one-word answers. What to do? A recent article in Make It quoted Matt Abrahams, a public speaking expert at Stanford University’s Graduate School of Business, who suggests saying, “Tell me more” during a conversation is the secret sauce behind improving the communication flow.
Makes sense. Showing genuine interest in what your advertiser is saying, allowing more information to be shared, with you spending more time as the listener helps everyone develop better rapport and move closer to a win-win. I have always been a big fan of another Golden Rule of Sales: “Words matter.” Have you ever finished a call and asked yourself, “Why did I say that!?” It all goes back to preparation. If you know what to ask, how to allow your advertiser to expand on a key point, and do more listening than talking, your sales should increase, and your commission checks will show it!
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.
education reporter Mike DeNardo and community impact reporter Racquel Williams. KYW news director Kevin McCorry says, “Since the primary election was decided in May, we have been working diligently to ensure that we could provide this service to our audience. The next mayor of Philadelphia will shape our city for years to come. We need urgent solutions to the city’s most pressing issues, including the gun violence crisis, the opioid crisis, the economy and public schooling. Presenting a format where candidates get to exchange ideas in real time is a fundamental building block of the democratic process, and we’re proud to break our normal format to offer this program.”
September 2023 PPM Data – Information for the September 2023 survey period has been released for Austin, Raleigh, Indianapolis, Milwaukee, Nashville, Providence, Norfolk, Jacksonville, West Palm Beach, Greensboro, Memphis, and Hartford.
Trump, currently on the docket for March 2024. RTDNA says it has consistently advocated for the public’s right to live audio and video coverage of the multiple trials facing the former president. RTDNA CEO Dan Shelley states, “For decades, RTDNA has been the nation’s leading advocate for cameras in courtroom. We believe Americans have a right to see for themselves if and how justice is administered to a former president of the United States. The only opportunity for the public to have any faith in the outcome of this trial is if people are able to see and hear the proceedings for themselves.”
industry leaders about public relations and related topics. The conversations span public relations, PR best practices, the media, 
marketing, strategy, career development, profiles of PR pros, and more. The show airs Mondays at 5:00 pm on Hofstra University’s award-winning WRHU-FM and WRHU.org on Long Island and is available on most podcast sites. TALKERS founder Michael Harrison is Goldman’s guest this week talking about the general state of radio, news and public relations as we move further into the digital era. Both Hofstra graduates, Goldman and Harrison sit on the university’s Lawrence Herbert School of Communication Dean’s Advisory Board. 
September 2023 PPM Data – Information for the September 2023 ratings period has been released for New York, Los Angeles, Chicago, San Francisco, Dallas, Houston, Atlanta, Philadelphia, Nassau-Suffolk (Long Island), Riverside-San Bernardino-Ontario, San Jose, and Middlesex-Somerset-Union (New Jersey).
responsible for redefining ‘News Radio 1200’ WOAI, ‘Ticket 760, and AM 1300 The Zone’s on-air experience by synergizing with local talent to deliver unparalleled talk, news, and sports broadcasts. As the flagship broadcast partner for the San Antonio Spurs, University of Texas and ‘The Joe Pags Show,’ among others, Terry will deepen these partnerships to offer exclusive content, ensuring the stations remain the region’s primary touchpoint for sports, news, and insightful commentary.” iHeartMedia San Antonio & Austin SVP of programming Jason McCollim says, “In Terry Foxx, we’ve found more than an expert, we’ve embraced a true team player who values respect as deeply as we do. His commitment to bettering our processes is evident, but it’s his unique blend of diplomacy, empathy, and patience in every interaction that truly sets him apart. With Terry, it’s not just about work, it’s about building lasting relationships.”
financial reports with the Securities and Exchange Commission. Urban One says it intends to timely request a hearing before a Nasdaq Hearings Panel and that request will automatically stay any suspension or delisting action through October 20, 2023. The company will request that the stay be extended through the hearing and the expiration of any additional extension period granted by the Hearings Panel through March 26, 2023. There’s no assurance that the Hearings Panel will grant the additional extension or that Urban One will be able to regain compliance by the end of any additional extension period. The company is late with its quarterly financial reports for the first and second quarters of 2023. As previously reported, this comes as the result of the company dismissing its previous independent registered public accounting firm BDO USA, LLP and hiring Ernst & Young LLP.
councilmember Kevin DeLeon and councilmember Gil Cedillo along with former labor leader Ron Herrera – reveals them uttering racist remarks, derogatory comments toward council colleagues, and disruptive, racially charged rhetoric about how the City Council could “skew” redistricting. The station says, “Now that a full year has passed, KBLA Talk 1580 will host two important conversations unpacking what transpired in the community since these divisive, hurtful comments were made and what the future holds for the City of Los Angeles.” Tavis Smiley will host a show featuring community voices on October 9 from 5:00 pm to 7:00 pm. Then on October 12 (from 5:00 pm to 7:00 pm), the Institute for Nonviolence in Los Angeles will host “Days of Dialog: The Anatomy of Anti-Black Racism and Bigotry.” 
Friday (9/29). Cumulus objected to the two hosts publishing their “The Dumb Zone” podcast arguing that it violates the terms of their contracts, specifically the non-compete clause. McDowell and Kemp left “The Ticket” in July after being unable to come to terms on a renewal due to the two sides’ disagreement over digital initiatives. McDowell and Kemp had argued that Cumulus’ business is “the operation of terrestrial radio stations – old media – and it was only in that business that Plaintiff employed the Defendants.” Ultimately the two sides were ordered into mediation on the matter. The terms of the settlement have not been made public. 
Hollywood and the nation in 2015 when Jill Blackstone, a respected television talk show producer, was accused of killing her disabled sister Wendy and their rescue dogs. While Jill Blackstone claimed the deaths were caused by accidental carbon monoxide poisoning, police believe she produced the scene to make it look like an accident. Although the case against Jill Blackstone ended with a no contest plea deal, a new anonymous source has come forward to release evidence never before made public, so that the real story of what happened to Wendy Blackstone, and the secrets being kept by the Blackstone family, can finally be revealed.
Gavin Newsom on November 30 from a location in Georgia yet-to-be-determined. It will air from 9:00 pm to 10:30 pm ET. FNC says, “Hannity first raised the prospect of a debate with Governor Newsom during his exclusive sit-down this past June, following which, Governor DeSantis officially signed on to participate in July. This will mark the first time the two prominent governors will face off in a debate.” Hannity says, “I’m looking forward to providing viewers with an informative debate about the everyday issues and governing philosophies that impact the lives of every American.”
publicly traded company controlled by the conglomerate. Liberty Media CEO Greg Maffei says, “SiriusXM minority shareholders will also benefit from enhanced trading dynamics, including increased liquidity and likelihood of future index inclusion.” A merger between the two would result in SiriusXM minority investors owning about 16% of the new company, with Liberty Media controlling the rest. SiriusXM says it is evaluating the offer. 
announces the publication of his eighth book. Titled, Twilight’s Last Gleaming: Can America Be Saved? (Post Hill Press 2023), is in the pre-order phase. The introduction to the book was written by former President Donald Trump. Starnes is available for interviews by emailing Grace Baker at 
Kevin West died yesterday morning (9/18) at the age of 62 after suffering a medical emergency. West retired from the Cumulus Media station in June and had begun working as the public affairs director for the Chattanooga Police Department. West was a 24-year veteran of the U.S. Navy, retiring two years ago with the rank of captain. He is survived by his wife Carlene and five children. 
alumni and Washington, D.C. insider with L.A. street credibility promises a daily dose of what’s trending in national politics that goes beyond the headlines… now airing five days per week, ‘A More Perfect Union’ promises to deliver national news of consequence, informed opinion, and analysis beyond the headlines… This one-hour national public affairs program, executive produced by Tavis Smiley, will feature notable journalists, industry leaders, lawmakers, changemakers, tastemakers and ordinary people motivated to do their part to reach beyond today’s divisions, make sense out of news of the day, and offer us all a chance to build a more perfect union.”
The message, “In an ordinary instant – cancer has taken LARadio.com,” is posted on the publication’s site – a reference to the writings of author Joan Didion. Barrett was profiled by the LA Daily News last month after he was diagnosed with advanced liver cancer. 
Philadelphia. Newsmax EVP of programming Elliot Jacobson states, “Growing up in a small Pennsylvania town next to a family-owned farm to covering big stories in some of the nation’s largest cities, Bob has developed a reporter’s instinct about the news that’s important to Americans.” Brooks comments, “I am glad to go national on a network like Newsmax, with a growing news brand and a team of talented professionals who care about news and the public’s right to know.” 
August 2023 PPM Data – Information for the August 2023 survey period has been released for Austin, Raleigh, Indianapolis, Milwaukee, Nashville, Providence, Norfolk, Jacksonville, West Palm Beach, Greensboro, Memphis, and Hartford.
Rosenworcel says, “Congratulations to Anna Gomez on her confirmation by the United States Senate. I look forward to welcoming her to the Commission. Anna brings with her a wealth of telecommunications experience, a substantial record of public service, and a history of working to ensure the United States stays on the cutting edge of keeping us all connected. Her international expertise will be a real asset to the agency. I look forward to working with her to advance the agency’s mission to ensure the benefits of modern communications reach everyone, everywhere and that the United States can continue to lead in the digital age.”
after more than 10 years with the station. WLS posted the following to Facebook: “Yesterday was John Howell’s last show on The Big 89. He has been a staple of 890 WLS for over a decade. His wit, political prowess, and focus on Chicago conversations has given our audience a destination for smart, local radio in the afternoons. Thank you, John, for being a part of the fabric of The Big 89.” Howell has not commented publicly on his departure from the station.
August 2023 PPM Data – Information for the August 2023 ratings period has been released for Portland, Charlotte, San Antonio, Sacramento, Pittsburgh, Salt Lake City, Las Vegas, Orlando, Cincinnati, Cleveland, Kansas City, and Columbus.