Broadcast Media Sales and Management Training

Luce Performance Group
liquid fire tour 2018

Welcome to the Luce Performance Group

The Luce Performance Group is based out of Houston, Texas USA. LPG trains management and sales professionals in all forms of media including Internet, Radio, TV, and Print

Sean Luce has trained more than 50,000 sales people and managers in over 500 seminars worldwide. He is constantly in the field in every size market, training reps, and calling on business owners-a hands-on style that gives him a fresh and current perspective of what’s happening in today’s media world. He’s on the road 40-plus weeks a year taking the “Liquid Fire” message to help others achieve their goals.

Since 2000 he has traveled over 3 million miles, going wherever sales reps go-in the field and out on sales calls coaching, teaching and instructing. There’s no such thing to Sean as “sitting behind a desk.”

Sean has conducted seminars on sales and marketing on three continents and in all 50 United States, working with Fortune 500 companies, universities, television and radio stations, internet firms, newspapers and magazines, and the National Association of Broadcasters and the Radio Advertising Bureau.

Additionally, Sean is a contributing writer for various national publications in business, sales and sales management. He’s been featured in many of media’ top magazines, including Advertising Age, Promo magazine, and Radio Ink and many more. Sean helped develop the “Buyers Awareness Cycle,” which is used as a media industry standard. He’s also a avid student of martial arts and uses the connection between martial arts and sales in many of his seminars. 

The Luce Performance Group also features Mark Maier, Head Western Instructor, who heads up LPG's research and development division and is a great source for leading media trends and is a contributor to LPG blogs. Jon Morse, is LPG's Recruiting Coordinator and helps client groups hire outstanding sales professionals. Paul White is LPG's Head of Internet Technology.  Paul's helps our clients retool their websites to take advantage of social media, and search engines to help clients increase their traffic and revenues. George Luce is the President of Luce Performance Group since it's founding in 1999.
How to hire the right person for the right job.
Learn about how Luce Performance Group can help you profile your potential hires to ensure you hire the right people for the job.  Listen to the Radio Interview by Jon Morse

The True Value of a New Customer

Jun 15, 2018

When's the last time you sold your media and you got the credit for bringing in a new customer to the retailer's business? As a matter of fact, when was the last time you calculated what that new customer is worth to the business? Many readers ...

Selling Long-Term Business

Jun 14, 2018

  Here's a typical scenario involving a sales rep and a new advertiser, let's say a furniture store: The sales rep leans forward, looks the prospect in the eye, and says,"What do you say? Let's do an annual schedule." He hopes ...

Introducing The Buyer Awareness Cycle

Jun 13, 2018

In my seminars, the most-requested research information that sales reps need to justify long-term schedules for their clients has been the "Buyer Awareness Cycle," or BAC. First, let me lay some pipe on why this research was initiated and how ...

Make a "Federal" Case out of your Client Questions

Jun 12, 2018


Six Must Know Tactics For Getting And Keeping Clients

Jun 11, 2018

You say that you have never taken a client for granted. I wouldn't bet on that. Your No. 1 client is usually someone else's No. 1 prospect. Too many times, in a rush to procure new business and sign up prospects, we have a tendency to take our ...
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