BRX Pro Tips

BRX Pro Tip: Choose Your Relationships Wisely

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BRX Pro Tip: Choose Your Relationships Wisely

Stone Payton: [00:00:00] Welcome back to Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, here’s a piece of wisdom, choose your relationships wisely.

Lee Kantor: [00:00:09] Absolutely. Everybody in business knows that you’re not in business with another business. You’re in business with another person. And the relationships that you have are really the lifeblood of your business.

Lee Kantor: [00:00:22] So when you are building relationships, you should remember in business and in life, you should be hanging out with people who are more enablers and not disables. The relationships you invest on should be positive. They should be helping you grow and improve. They shouldn’t be negative. They shouldn’t be causing you drama or bringing you down. You have to invest more in people who support and celebrate your work and want you to win, rather than the people who constantly create friction and negativity and sabotage you. You get to choose your friends, your spouse, and your business relationships, so choose wisely.

BRX Pro Tips

BRX Pro Tip: Do You Have a One Day Result Offering?

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BRX Pro Tip: Do You Have a One Day Result Offering?

Stone Payton: [00:00:00] Welcome back to Business RadioX Pro Tips. Lee Kantor and Stone Payton here with you. Lee, here’s a challenging question for folks to think about. Do you have a one-day result offering?

Lee Kantor: [00:00:13] Yeah. Do you have a service offering in your repertoire that offers speed, impact and results and it can happen all in one day? If you don’t, figure out a way to get one because it’s super important and it gives you another high-ticket item to sell. And, like at Business RadioX, we do remote broadcasts at conferences, events, and trade shows. We call this offering Radio In My Booth. You go to radioinmybooth.com, you can learn more about it. But in a nutshell, we do what we do normally over the course of days, weeks, and months, on behalf of clients, we do it all in one day.

Lee Kantor: [00:00:47] So if a trade show is happening or a conference is happening, our clients invite us to come on-site there and do interviews, and we interview all the people who are important to the ecosystem. And, we do it all in one day. A lot of times we broadcast live from these events, and in one day we could interview 10, 20, as many as 30 business leaders. Our clients receive a cool-looking activity at their event. This is something that other events typically don’t have. We’re in there with microphones and headphones, and people are taking pictures. It’s very photogenic. It looks like something cool is happening because something cool is happening.

Lee Kantor: [00:01:27] A lot of the times we kind of play the interviews live on speakers so people can hear it throughout the conference hall. So, they’re getting this intel and they’re learning as they’re walking around. They also get to hear their interview. So when we have time, when we’re not interviewing, we’re playing previous interviews from earlier in the day, so they get to walk by and hear, “Oh, that was me. I was on that show earlier today.” And, we’re creating an event, something that’s unique and visual and impactful. And, it creates for our clients content, not only that day of the event, but if we structure it right, we can be building up to the event to do interviews prior to get people excited about the event. These are promotional.

Lee Kantor: [00:02:08] We can be doing interviews after the event to recap things like that. But we’ve just added this level of service, this radioinmybooth.com service, where our clients just get more bang for their buck and we’ve helped them accelerate, nurture, or build relationships with the people who matter most to them. That didn’t change. That activity is still going on. We have just condensed it all in one day.

Lee Kantor: [00:02:35] And, a cool thing about it, they get something that draws attention to everybody at the event. Their brand gets recognized and then, plus, they get content that they can follow up with every single participant and have an elegant and non-salesy way to follow back up with their guests. Give them the audio interview. They can give them a photo of them with headphones at the event and they can schmooze them before and after their interview.

Lee Kantor: [00:03:01] So, it’s a very powerful event. It has helped clients in multiple industries get a lot more bang for their buck at their trade show or conference. And it’s really weird for us, as we’re doing the interviews, we look around and see all these other trade show booths with people just sitting there with a fishbowl, with business cards, hoping to give away an iPad or a robot or a putting green or whatever they’re doing and they’re just hoping somebody comes in there when we know our clients have scheduled guests all day long of the people that are most important to them.

Lee Kantor: [00:03:36] So, I highly suggest you figure out a way to take your service and condense it into a one-day event. If you can do that, you’re going to offer a lot more people a higher-ticket item and you’re going to make more money at the end of the day.

BRX Pro Tips

BRX Pro Tip: Having a Direct Relationship With Your Clients

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BRX Pro Tip: Having a Direct Relationship With Your Clients

Stone Payton: [00:00:00] Welcome back to Business RadioX Pro Tips. Lee Kantor and Stone Payton here with you. Lee, in your opinion, just how important is it to have a direct relationship with your clients?

Lee Kantor: [00:00:13] It’s imperative. You have to have a direct relationship with your clients. You have to have a direct relationship with your audience. You have to have a direct relationship with everybody that’s important to you in your ecosystem. Because if you don’t, that means you’re beholden to a third party in order to have a conversation with the people that you want to do business with and the people that want to do business with you.

Lee Kantor: [00:00:35] At Business RadioX, we help our clients build real relationships with the people that matter most to them. They have to own that relationship. We give them a variety of ways to capture business development leads and then elegantly communicate with them over time. In our business, a lot of people are relying on third parties, third-party apps and platforms, in order to distribute their content. That’s fine, but understand what that is. They’re taking your content. They’re running ads in your content, and then hopefully you get more listeners, hopefully that the guests,  listeners turn into business at some point.

Lee Kantor: [00:01:17] You have to have mechanisms in place to capture emails, to capture names, to understand who exactly this audience is. You have to be proactive with this and you have to – as Business RadioX Studio partners, we have to be helping our clients do a better job of capturing the leads of potential guests, potential listeners, and the people who care about the show and the brand. And if you’re not doing that, you’re going to find out quickly that the rules are going to change in those third-party platforms and what they were giving away for free at one point they’re going to change and they’re going to make you pay. It’s happened in every social platform since the history of social platforms.

Lee Kantor: [00:01:57] If anybody remembers, there was Myspace and then there’s Facebook and then there’s LinkedIn, and there’s a ton of these platforms; there’s iTunes podcasts. All of these things, they let you put content on their platform. But if you want to reach all of the people that are in your theoretical audience with a lot of these platforms, you have to pay to send out posts to each of those people that are inside of your, quote-unquote, audience. You don’t own the audience. The platform owns the audience. So, you have to pull that audience outside of those third-party apps, and including our Business RadioX app.

Lee Kantor: [00:02:38] You should be having your own email list. You should be capturing this content and these people on your own so you can communicate to them what you want when you want. Otherwise, you’re beholden to these third parties. So, my recommendation is you better find a way to pull as much of your audience, your followers, your clients, your guests, your prospects, all those people into your own database, so you can have a direct relationship with each one of those on your own terms.

BRX Pro Tips

BRX Pro Tip: How to Identify Your Ideal Client

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BRX Pro Tip: How to Identify Your Ideal Client

Stone Payton: [00:00:00] And we are back with Business RadioX Pro Tips. Lee Kantor Stone and Payton here with you. Lee, under the category of simple but maybe not always so easy, let’s get kind of tactical for a moment and talk about how to identify your ideal client.

Lee Kantor: [00:00:18] Yeah. Everybody knows it’s important to get clear on your ideal client. Once you’ve identified what that ideal client looks like, then you can find them. You know where they hang out. You know what groups they’re part of. You know who knows them, who doesn’t know them. And, your marketing becomes very clear if you can really get a tight ideal client profile.

Lee Kantor: [00:00:39] So, a way to figure out your ideal client is to analyze your existing clients. So, you look at all of your existing clients in terms of both demographics and psychographics and understand who they are, what their likes and dislikes are. Is there any kind of persona you could build around who this ideal client is? Are there places they hang out? Are there groups that they are part of? You can do some research. So you go to your existing clients and then just start looking through their LinkedIn.

Lee Kantor: [00:01:10] You know, LinkedIn is a great resource to help you kind of get intel on your ideal clients. When you’re looking at their intel, look at what colleges did they go to? What is their degree? What are the groups that they participate with? What are the charities they participate with? What are the issues that are most important to them? Who are their connections? Let me see if there’s any overlap of their connections and my connections. You know, once you’ve identified this ideal client and you get on to their LinkedIn, you know, don’t be shocked to find other potential clients there because people hang out with people that are kind of similar to themselves.

Lee Kantor: [00:01:46] So when you review each of your client’s accounts to see what they have in common, then you start getting clearer on the traits that they might share. You might get clearer on, you know, their jobs that they’ve had, titles that they’ve had, referral sources, maybe they all use the same accounting firm. I mean, maybe they all use the same software or the same marketing automation software. Any intel you get, you’re going to be able to kind of match it up with the other clients you have and then get a clearer and clearer picture of who that ideal client looks like and the activities they do.

Lee Kantor: [00:02:22] But most importantly, in addition to that, you’re also going to get a clear idea of who they aren’t, what they don’t look like, what are qualities they don’t have. Where are places they don’t hang out? What are the – you know, what are those kinds of things as well. Because having kind of the inverse of what that ideal client, what a terrible client looks like, also helps you hone in on what your ideal client looks like. So if you do this exercise, it’ll help you get clearer on who your ideal client is. And the great place to start is just by analyzing your existing clients.

BRX Pro Tips

BRX Pro Tip: Networking or Not Working?

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BRX Pro Tip: Networking or Not Working?

Stone Payton: [00:00:00] And we are back with Business RadioX Pro Tips. Lee Kantor and Stone Payton here with you this morning. Lee, today’s topic, networking or not working?

Lee Kantor: [00:00:10] Yeah. A lot of people are confused, the activity of going on social media and mindlessly liking everyone’s posts as social networking. They confuse going to their chamber meeting or their business association happy hour and schmoozing with everybody as networking. These platforms and activities might lead to new or more business down the road, but are they really working for you? Have you held these activities accountable by calculating how much time and money you’re investing in each of those activities and how much return have you gotten for that effort?

Lee Kantor: [00:00:46] A lot of people are spending so much time just on social media, just like, like, like, like, like, like, like everybody’s post, count how many likes my post got. “Oh, that one got 50. That one got 100. Yay. Bad. Oh, wow.” “You know, I went to this network meeting. I got 100 business cards so that was a good one.” And then they’re not holding accountable. Are they getting – are any of this turning into business? Is any of this activity translating to more business? Are you getting more business from the people that you’re liking on all these platforms? Are you getting more business from that stack of business cards that’s on your desk?

Lee Kantor: [00:01:22] If those activities aren’t turning into business, then you should reevaluate them. You know, it’s one of these things where you think like I have to be there. If I’m not there, then they’re not going to know that I’m in business. It’s like, okay, they won’t see what those things, but there’s something else you can be doing to serve them, to let them know you exist, to let them know that you have business to sell them, that you have services to offer. Focus on that and hold these activities accountable. Because if you are doing activities over and over and are not getting the results you desire, then you have to change them. You have to change them and try something else.

BRX Pro Tips

BRX Pro Tip: Give Prospects a Job to Do

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BRX Pro Tip: Give Prospects a Job to Do

Stone Payton: [00:00:00] And we are back with BRX Pro Tips, Lee Kantor and Stone Payton here with you this morning. Lee, when it comes to selling mechanics and genuinely trying to serve a new relationship, it’s important not to be afraid to give prospects something to do. Give them an assignment. Give them a job to do.

Lee Kantor: [00:00:24] Absolutely. It’s important to do that for a couple of reasons. One of which is to see how serious they are about working together. If they don’t do that job, then, obviously, it’s probably not going to be a good fit between you and the prospect. But in our world, when we sell a show or a sponsorship, a great job for a prospect to do in our world is to identify and find their first, you know, 10, 20 guests for their show. And then, have them go to their network and invite some guests, build a guest list of season one of the show, and just start inviting people. And if they can’t do that, then they’re probably not serious about working together.

Lee Kantor: [00:01:07] And in our world, we tell them who to invite. We say invite prospects, invite power partners, invite referral sources, influencers. We tell them who to go to, and all they have to do is go to their network and just start inviting people. It’s a nonsensically thing. They’re just trying to gauge to see if there’s interest in the show. And it should be very easy and they should want to do this. And if they don’t, then that’s kind of a red flag or, at least, a yellow flag, that maybe this isn’t going to work out. And you want to partner with clients that are excited about doing business with you. You don’t want a client that you have to pull kicking and screaming into working together. So, if they’re fired up about doing that, then you have a really good chance of having a customer for life.

BRX Pro Tips

BRX Pro Tip: Focus on One Thing

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BRX Pro Tip: Focus on One Thing

Stone Payton: [00:00:00] And we are back with BRX Pro Tips. Lee Kantor and Stone Payton here with you. Lee, let’s talk a little bit on the topic of focus.

Lee Kantor: [00:00:09] Yeah, I think being focused is really important in our work. A lot of times, you get bombarded with different activities and crises that come up, and you just kind of go with that rhythm and flow. And a lot of times, you’re not getting things done that really need to be done.

Lee Kantor: [00:00:26] And so, what I like to do is block out periodically a half day or a whole day, and just knock out one thing that’s been bugging you. So, if you’ve had something on your list for a long time, that’s kind of just kind of going along for the ride week after week, maybe block out a whole day, and just knock that thing out, get it done. That way, it’ll come off your list.

Lee Kantor: [00:00:47] And remember that not almost done, when something isn’t done, and you finish it and it is done, that makes you feel better. You feel like you’re progressing, and you can make meaningful progress. So, focus on one thing this week that’s been bugging you, knock it out, get it done and move on to the next.