Tag: sellers

Industry Views

Pending Business: What’s a Sale?

By TALKERS | by TALKERS

By Steve Lapa
Lapcom Communications Corp
President

Photography - BroadcastingLet’s take a lesson from arguably the greatest college basketball coach of all time: John Wooden.

The coach wanted every UCLA player on the same page, so he took time in meetings to explain the proper way to put on those old school basketball socks. You know, the ones that came up to mid-calf, usually double stripped at the top. There was a clear method to Wooden’s genius. Taking meeting time to show budding superstars like Kareem Abdul Jabbar and Bill Walton something so fundamental achieved several goals.

 — Fundamentals count. There is nothing more basic than how to properly put on your socks and mastering the basics wins.

— Short cut the basics and you will suffer. Having worn those socks through thousands of school yard games myself, rush the process and painful blisters follow.

— Every player starts every practice, every game the same way.

Every year I would conduct one sales meeting asking my team to answer the question, “Can you define a sale?” I know, that’s way too basic for sellers earning six figures. It’s an embarrassing waste of time for the tenured sellers who had proven themselves in the field every day. Was I wasting the time of those newer team members who were looking forward to the highest commission rate in the market?

Try it. Chances are you will get so many different answers your sales team will seem like a Cirque du Soleil act.

There IS a simple, legal definition of a sale. It all starts with an “exchange.” Once you dissect the definition and focus on the dynamics of the “exchange” you will understand how and why a sale is a process that needs constant care.

Most sellers and managers move right past that critical dynamic. You know the one that requires confidence from both the buyer and the seller. That one dynamic, the exchange between confident buyer and seller goes back to 1626 when it was rumored Peter Minuit bought Manhattan Island for 60 guilders or $24.

There is something to be said for getting all sellers on the same page by starting with the basics.

John Wooden’s record 11 national championships still stands. I figured if it worked for the greatest college basketball coach of all time, it could work for me. Emphasizing the basics should work for you too!

Enjoy the Madness this March.

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

Industry News Uncategorized

TheVerge: Why iHeartMedia’s Conal Byrne is Bullish on Podcasting

By TALKERS | by TALKERS

Conal Byrne, the CEO of iHeartMedia Digital Audio Group, spoke with Nilay Patel about the podcasting industry at TheVerge’s recent Hot Pod Summit. In the wide-ranging interview, Byrne says iHeartMedia’s structure with its radio group part of the Multiplatform Division and podcasting part of the Digital Audio Group does not limit how the two interact. “To be clear though, there’s a whole lot of fluidity between these segments.Conal Byrne - iHeartMedia One thousand or so of the sellers that I mentioned sit in the multi-platform group, and they certainly sell all the assets we have. We have this mantra at the company that ‘Any seller can sell anything any day of the week wherever they live and work,’ and that has rung pretty true. That’s driven most of our growth in podcasting over the last two, three, four years at the company.” He also credits iHeartMedia’s history as a radio company with educating him about how radio personalities have developed the art of conversation. “But I have learned firsthand and talked a lot about the extent to which broadcast radio talent has honed this craft of conversation over the last hundred years and certainly the last few decades, and the extent to which that has driven our medium, just sheer talent hitting the medium, but also with an awareness of the medium.” Read the full story here.

Industry Views

Maximizing Impact for Sponsors

By TALKERS | by TALKERS

By Michael Berry
Host, The Michael Berry Show
KTRH, Houston – iHeartRadio
Independent Syndication

Beard - ForeheadGrowing up in a small town, “word of mouth” was the most powerful form of advertising. It could make – or break – a business.  Malcolm Gladwell’s important Tipping Point book explained that movements, pandemics, and other things that “catch on” do so because of the influence of “connectors” – people who are asked for their opinion. Today, the media world likes to call them “influencers.”

For 17 years, I’ve entertained listeners on the radio and on podcast. Our show has built what many in the industry tell me is an impressive business model. Like Gladwell, I created our own vocabulary and I am strident in enforcing the use of it. Because words matter. I explain to companies that they are our “sponsors,” not “advertisers.” I explain that they put their name behind our show, just as I do for them. In a commercial break stop-set that will be several “commercials” for “advertisers,” but only a couple of my “endorsements.” I don’t speak for a company unless I believe in what they do and how they do it. Likewise, I encourage listeners to send me feedback on their experience with my show’s sponsors. I forward those to the sponsors, either with a request that they address the shortcoming in the service or an attaboy for a job well done.

Listeners tune in to radio, particularly talk radio, to hear the opinions of the host. The host’s opinion matters. If he shares his opinion on movies he likes, foods he enjoys, political candidates he supports, that opinion can affect what the audience does. It is also true that – if his recommendation is trusted by the listener – it can affect the choices the audience makes when they buy something or hire someone to perform a service. But it has to be an “endorsement.”

The radio industry, for many, many years, failed to recognize the value and power of an endorsement. Sellers would sell advertising to clients and get the on-air talent to read the copy points the client (or agency) wrote. Often listlessly, just reading. That is not an endorsement. It is not a host suggesting to his audience where he would personally buy a new door for his home, or take his wife for dinner. If, however, the “read” (a term that reflects that the host is simply reading words someone else wrote) were instead an endorsement, he wouldn’t need all those details. Instead, with just the name of the company, and the owner, and the phone number, as well as what category they are in, he would be able to speak for 30 seconds about why that business is special, why he would (and hopefully has already) use them.

An endorsement is a stamp of approval. It says you believe in someone or something. If an endorsement is really an endorsement, it doesn’t need new copy points to be “freshened up.” It doesn’t include discount offers, seasonal sales, “get in quick before they run out” scares, or other silly tricks Americans long ago learned to ignore. Using that language kills credibility. If I ask you where I should buy my car, and you have a dealer you believe in, you’ll refer me to them, and, if you really like them, call them yourself and ask them to take care of me. “Hook me up” as the kids say. I’m not going anywhere else after an endorsement like that.

Radio (and podcast) has a big future, because of the connection audiences have with hosts. Why abuse that connection? Why cheapen it? Sales reps should understand that and make it part of their pitch. My best sales reps literally dial up companies in industries I identify and start with the question, “Do you listen to The Michael Berry Show?” If the answer is no, I don’t want them as sponsors. I want folks who understand why I’m controversial, why my audience listeners, what my values are.

Radio and podcast’s future is dependent on a sound business model that understands what makes us special, unique, and better than other forms of media.

Here is my list of suggestions to sellers and hosts, in hopes of facilitating better results for show sponsors:

— Sellers should never pitch a client without asking the talent first.

— Talent should not endorse a company without researching and approving them.

— Talent should tell sellers what sorts of things they WANT to endorse. Guns, cigars, home improvement, cars, medical. The best endorsement is something the talent will use himself. An avid gun owner is going to present a very compelling (and effective/profitable) endorsement for a gun range he visits once a week. Look at how weight loss sponsors have profited when the host follows their program and endorses it on air.

— If a sponsor isn’t committed to a yearlong relationship, don’t do it.  It ruins credibility to change the endorsement inside the same category. Again, credibility is everything.

— Talent should develop personal relationships with sponsors. They can help listeners this way and the sponsors become show content.

— The value of talent to the station is far more than just ratings. Half my audience is 55+, so the 18-34 or 25-54 rating is less useful to me.  But when show sponsors stay on air for 10 or more years, it is a ringing endorsement that what we do works. They vote with their dollars. The whole point of ratings was to show agencies how many people listened, in hopes that that vast listening audience would respond to the commercials they hear, thus monetizing the show, right? Why not go straight to the “dollars in (from the sponsor), dollars out (listeners spending money with sponsors)” model?  Show sponsors who get tangible results from their partnership with talent don’t cancel their buy.

— Openly discuss how much money a talent brings into the station. The programming side of radio loves to talk about things that don’t generate dollars, while the sales side is often disconnected from the actual product they are selling.  Fix that.

Michael Berry is a longtime, high-ranking member of the TALKERS Heavy Hundred. He’s heard daily on KTRH, Houston and across the country on his own independent network.  Michael Berry can be emailed at MichaelBerry@iheartmedia.com.

Industry Views

Pending Business: How Are We Doing?

By TALKERS | by TALKERS

By Steve Lapa
Lapcom Communications Corp
President

Talkers Magazine - Talk radioHow might we better serve you in the future? How would you rate our service?

These are two common questions you will see on many restaurant info cards as you pay for your meal. After all, the restaurant business is fundamentally based on great food and great service at a reasonable price. Think about this: If either of those two basic components, food (product) and service are missing, you are outta there!

Our radio/audio sales business is based on the same thing: great product and great service at a reasonable price. Yet, why is it you will never find yourself or a manager asking those questions as a part of your regular follow-up or follow-through routine? Oh sure, there is the ever-present pre-sell, “How can we help?” as your advertiser mutters, “lower rates,” under their breath. But seriously, no one above or below your pay grade can process or properly evaluate the answers to the two service questions posed, let alone act intelligently on the response. Could it be we still think our sales and management roles are rooted in show business and if we put on a great show delivering great ratings the advertisers will follow?

Some advertisers will show up, others need to be sold. With Zoom, Teams, programmatic, AI and other initiatives gaining more and more traction, the service improvements in salesmanship is becoming a lost art.

Time to hit the pause button, step back and learn from our friends in one of the oldest business categories on planet earth: hospitality. Let’s learn.

— Ask for feedback as you “serve.” Since my first meeting, my mantra for sellers and sales management was and still is, “How are we doing?” Go back to your winning and losing sales calls. Even managers should review meetings that did or did not move sales and ask, “How can I better serve______?”

— One step at a time. If you could improve just one thing to better serve an advertiser, what would it be? What could it be? Do you even know?

— Do you care? Ouch! Now that is a hard core, in-your-face question. Comfort zones are just so easy to occupy, we rarely push forward.

My real-world experience happened years ago when I asked our advertisers what we could do better to serve them. Many host-read advertisers wanted times sent to them in advance so they could hear the talent in real time. Every one of those advertisers became longterm fans. Do you send your advertisers host-read times in advance? Sometimes, it’s the little improvements that win big dollars when it counts.

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

Industry Views

Pending Business: Your Trial Balloon

By TALKERS | by TALKERS

By Steve Lapa
Lapcom Communications Corp
President

Talk radio - Talkers MagazineIf you float a trial balloon, expect it to be shot down.

And to make the story driving the news headlines a better metaphor for our sales world, it should be noted that gathering information is always part of our mission. Sellers and managers should be floating trial sales balloons all the time.

Consider how many times we talk to our best advertisers to float an idea, a package, picking up a known talent or play-by-play rights to a popular team. But here is where the news story and our sales world take different forks in the road. Although the woods are full of downed sales balloons, it’s a good thing. Because in our sales world downed trial balloons mean we’re trying new things, communicating with our advertisers and not rocking along in the comfort zone. It also means some of these trial balloons make it to reality and become innovative ideas and viable sales opportunities.

I have certainly floated my share. There is a strategy behind floating a trial sales balloon to help you get the result you need. How do you improve the odds of a trial balloon becoming a sales reality? Here are some field tested tips:

— Determine your goals before you start. It’s so important to know what you’re looking for. Pricing input? Viability? Excitement? Sometimes sellers are so excited they misread the advertiser’s enthusiasm level. The reverse is also true. Sellers can be lukewarm as they focus on the transaction ahead instead of the first stage advertiser input.

— Ask permission. This is very important yet most sellers and managers never think about the advertiser reaction. What if they just don’t want to be surveyed? Always ask first.

— Confirm the confidence. Be sure everyone in your loop understands the trust you show in seeking their input.

— Keep your “ask” simple. You are asking for input. The simpler the ask, the cleaner the input.

— No commitments. Be clear the conversation you are having is early-stage preliminary to test the waters only. You are not even close to asking for a commitment, just sharing ideas and looking for input.

— Who wants to know? Be ready with the right answer.

Sellers and managers have been in the trial balloon business since the first ad was sold. Be sure to review your pre-flight check list before launching that next trial balloon.

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

Sales

Pending Business: The ‘Who Cares?’ Test

By Editor | by Editor

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Time to sharpen up, drill down and pass the “Who Cares?” test. This is where we take a hard look at how you present your on-air talent for host reads.

If you are like most sellers or managers, you look for a comfortable rhythm in your proposals that works for your style and now fits the cut and paste culture. There is nothing wrong with time-saving technique — except when the shortcuts take you to an outdated comfort zone. In radio sales we all get hypnotized by what worked for years. After all, we are creatures of habit and why mess with past success? It’s a challenging but important part of radio sales strategy.

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Front Page News Industry News

Monday, July 11, 2022

By Editor | by Editor

Pending Business: Stop the Whining! Radio sales pro Steve Lapa writes in today’s column that, unfortunately, throughout his marketing work – from major market managers to top-tier sellers – “whining seems to be in vogue and contagious.” He adds, “In my recent experience, whining as a sales strategy typically surfaced somewhere in the process of negotiating, when sellers and/or managers lose focus of the win-win goal and rely on emotional triggers.” Read his column here.

Monday Memo: What’s in a Name? Consultant Holland Cooke continues his month-long series “Inflation Hacks, tips for saving your listeners (and yourself) some do-re-mi.” This week’s column unlocks savings by deciphering “Best by…” and “Use by…” and “Expires…” labels. And ARE those lower-cost store brands really name brands in disguise? Read it here.

Jane Matenaer Exits WTMJ, Milwaukee. The Milwaukee Journal Sentinel reports that WTMJ-AM, Milwaukee air personality Jane Matenaer exited the station after her last program on Friday (7/8). Matenaer had been a presence on the Milwaukee airwaves since 1984. She served with hot AC WMYX-FM for 25 years, later WLDB-FM, and joined WTMJ in 2015 as co-host of the morning show with Gene Mueller, who retired from the station in February. Matenaer told WTMJ morning host Vince Vitrano that she was grateful that Good Karma Brands allowed her to say good-bye on the air. Matenaer, 62, says she’s not retiring but is exploring some options to remain in the media business.

WHAM, Rochester Celebrates 100th Anniversary. Heritage Rochester news/talk WHAM-AM celebrates its 100th anniversary on air today (7/11). The iHeartMedia station debuted on July 11, 1922, under the call letters WHQ. In honor of the station’s anniversary, Rochester Mayor Malik Evans is declaring July 11, 2022, as “NewsRadio WHAM 1180 Day” in Rochester. In addition, News Radio WHAM 1180 will continue to celebrate its anniversary on its podcast “WHAM @ 100: An Oral History,” a weekly podcast hosted by Joe Lomonaco that features rare and never before heard archive recordings, new interviews with former, and current, WHAM staff, and stories about what WHAM means to the community it continues to serve. iHeartMedia Upstate New York president Robert J Morgan comments, “NewsRadio WHAM 1180 has been a friend and source of information to generations. With nearly 1,000,000 newscasts and even more conversations over the past 100 years, this iconic station has stood side-by-side with our listeners in good and bad times. Always present, always relevant, and always trusted.”

‘In the Garage’ Program Celebrates One Year on Air. Pictured above is WRVA, Richmond afternoon drive host Jeff Katz (right) with local mechanic Stan Andrewski (left) as they celebrate the first anniversary of their WRVA Saturday morning car show, “In the Garage.” Katz tells TALKERS magazine, “We grew up loving Click and Clack [Tom and Ray Magliozzi, hosts of the legendary NPR program “Car Talk”] and we hope that we’re continuing to fulfill the community’s need for honest car repair advice. No bakery would make a cake in the shape of a transmission to celebrate the one year anniversary of ‘In The Garage With Stan & Jeff’ so Stan and I just enjoyed some Boston creams from Dunkin’ while hoisting a few iced coffees to salute The Tappet Brothers and get rolling into year number two in the garage.”

TALKERS News Notes. This week’s Westwood One Audio Active Group blog summarizes the Audio Today 2022: How America Listens report that Nielsen prepared for its clients. Among the findings were: AM/FM radio has mass reach among Americans 18+, adults 35-49, and even Millennials 18-34. On a monthly basis, AM/FM radio reaches 93% of adults 18+, more than live + time-shifted TV (90%), smartphones (86%), TV-connected devices (81%), PCs (76%), and tablets (46%); AM/FM radio has massive monthly reach among African American and Hispanic audiences: AM/FM radio has substantial monthly reach among African American Millennials 18-34 (88%) and African Americans 35-49 (92%). Similarly, among Hispanic audiences both 18-34 (93%) and 35-49 (98%), AM/FM radio’s monthly reach beats all other media and device platforms; and AM/FM radio is “the center of the total audio universe” with an audience that is 16 times bigger than those who only listen to digital audio and satellite radio.  Find out more here…..Syndicated Solutions, Inc’s national travel radio show “RMWorldTravel with Robert & Mary Carey and Rudy Maxa” has surpassed another affiliation milestone and is now heard on 490 radio stations across the US each week. The program is broadcast live on Saturdays from 10:00 am to 1:00 pm and also offers a daily, 60-second travel commentary feature.

January 6 Hearings, Musk & Twitter, The Economy, Midterms/2024, Japan Elections, Russia-Ukraine War, COVID-19, Uber Woes, and China Protest Among Top News/Talk Stories Over the Weekend. The continuing January 6 Committee hearings including Steve Bannon’s agreement to testify; Elon Musk’s backing out of the Twitter acquisition and the legal issues surrounding it; the high price of gasoline & food, the activity on the world’s financial markets, and concerns about a recession; the November midterm elections and potential presidential candidates in 2024; Shinzo Abe’s Liberal Democratic Party wins upper house elections in Japan in the aftermath of his assassination; Russia’s ongoing invasion of Ukraine and its effect on the world’s economy; the contagious BA.5 subvariant’s spread across the U.S.; Uber’s corporate tactics are revealed in a data leak; and Chinese authorities brutally crack down on protestors unable to withdraw their savings from local banks were some of the most-talked-about stories on news/talk radio over the weekend, according to ongoing research from TALKERS magazine.

Sales

Pending Business: Stop the Whining!

By Editor | by Editor

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Can we please stop the whining!

Have you noticed that annoying trait creeping up more often in your daily routine? From hospitals to hospitality, airlines to air conditioning repair, understaffed businesses are short-handed, resulting in unproductive pushback.

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Sales

Pending Business: Local Host vs Facebook

By Editor | by Editor

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — What is with the plethora of bar graphs showing us what we already know? Do we really need another thermometer “Why listeners consume radio/audio” graph?

I guess we do need another study for the tidbit that is the premise behind hundreds of thousands of daily newscasts. This all started with a caveman pounding out the news on a log, then discovering fire, realized smoke signals attracted a bigger audience and the concept of results from a newscast was established. Maybe some of us are still at the campfire, or still selling like it.

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Front Page News Industry News

Monday, May 16, 2022

By Editor | by Editor

Pending Business: You Only Know What You Know. Radio sales pro Steve Lapa writes in today’s column that sellers and managers who’ve worked at just one station or in one market their entire careers can find their knowledge of innovation in the industry limited, and causes him to ask, “How do you learn new sales concepts and grow past what you know?” Read more here.

 

Monday Memo: Repeat After Me. “Who ARE you, for listeners’ purpose?” consultant Holland Cooke asks in this week’s column, which reminds that “we need to remind, remind, remind.” Read his column here.

 

iHeartMedia’s BIN Partners with CareerBuilder for Jobs Initiative. A new relationship between iHeartMedia’s BIN: Black Information Network and , the first and only 24/7 national and local all-news audio service with a Black voice and perspective, and global talent acquisition and job marketplace platform CareerBuilder, are joining forces to launch “100,000 Careers,” a career initiative platform that aims to connect employers who are seeking a highly qualified and diverse workforce with Black American job seekers who are looking to advance to higher levels or start a career. A press release states that the mission of the “100,000 Careers” initiative is to help people in the Black community find a job and build the career of their dreams. The platform includes tools to help candidates get started, such as job listings, easy resume building, and custom content designed to help Black listeners identify their transferrable skills and discover new careers. The 100,000 Careers platform will be a one-stop-shop for connecting employers with Black American career-seekers looking to advance. Tony Coles, division president for iHeartMedia Multiplatform Group and president for BIN: Black Information Network, says, “One of our highest priorities has been to call attention to the disproportionate income and unemployment gaps the Black community faces. That’s why we are thrilled that our partners at CareerBuilder have joined us in this effort to help 100,000 listeners not only find work, but to help them leverage their transferrable skills to build careers.”

 

Buffalo Mass Shooting/Houston & SoCal Shootings/Gun Control, Abortion Rights, the Economy, Midterms/Trump & the GOP, Russia-Ukraine War, COVID-19, and Elon Musk & Twitter Among Top News/Talk Stories Over the Weekend. Deadly shootings that took the lives of 10 in Buffalo, one in California, and two in Houston; reactions to the leaked draft of the Supreme Court’s expected ruling that would overturn Roe v Wade; the high price of gas & food, supply chain issues, and fears of a recession; the primary races for the November midterm elections and Donald Trump’s influence over the GOP; the ongoing Russia-Ukraine war; the Omicron variants keeping COVID-19 present in the U.S. and China’s zero-COVID actions; and Elon Musk’s bid to acquire Twitter is put on hold among top news/talk stories over the weekend, according to ongoing research from TALKERS magazine.

Sales

Pending Business: The Anecdote

By Editor | by Editor

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — News and talk radio sellers are boring.

Sorry if I offended you. But that’s what I see in the marketing work I do.

It’s all about numbers on paper. If ratings are not part of the pitch, it comes down to a laundry list of predictable guests, a boilerplate bio, and whatever else is fast and easy.

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Sales

Pending Business: It Should Be Easy

By Editor | by Editor

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — How easy is it to do business with you?

I’m betting it’s more difficult than you think. Most professional sellers rarely “eat their own dog food,” as in be the advertiser at your talk radio station.

Try this exercise. Be the client trying to make an advertising inquiry. Is the experience of going through the switchboard at your station friendly or is it the typical “if you know your party’s extension….”? Is it a confidence builder or killer as you go undercover and try to navigate becoming an advertiser?

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