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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 the email, text, or other digital reply.” Read Lapa’s six steps for overcoming this urge
Round Four of January PPM Ratings Survey Released. The fourth and final round of ratings data from