Page 2 - Emmis Communication News Today

Radio industry discussion boards at AllAccess.com.

Steve Lapa, president of Lapcom Communications Corp, writes in today’s column that the natural reaction from sellers who face objections is to fight. “Your overwhelming instinct is to defend the pitch as designed and sidestep the objections. The poise and discipline you’ve practiced when physically face-to-face with your advertiser is lost in the current fast-moving, rapid-response world of email and text. You push your point instead of ‘listening’ to the voice behind the words in th...