BRX Pro Tips

BRX Pro Tip: Shorter Blind Email Pitches are Better

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BRX Pro Tip: Shorter Blind Email Pitches are Better

Stone Payton: [00:00:00] And we are back with BRX Pro Tips. Lee Kantor and Stone Payton here with you. This is really designed to help our client sponsors, and our Business RadioX hosts, you know, people out there who have their own platform may take some comfort in this as well. But our experience has been, Lee, when inviting guests shorter blind email pitches are usually better, aren’t they?

Lee Kantor: [00:00:29] Yeah. Absolutely. I think this is kind of a mistake that a lot of folks make when they’re looking for guests. You don’t want to over explain what the offer is. I think you want to kind of give the prospective guests only the information they need to make their decision and nothing more. And, in fact, if you can include some things that people usually have a reason to say no about and just put that in there ahead of time proactively, you’re going to get way more yeses. So, eliminate any reason to say no. Only include information that encourages them to say yes.

Lee Kantor: [00:01:07] In our note, we include a link to the show page. If there’s some guests on it, we let them know there’s no fee to participate. That this is earned media, as this is a frequent objection or a frequent question. We also let them know they have been selected to be a guest and then we like to create some scarcity for this season of whatever show it is. And we give them the reason they have been selected, it’s to share information about their practice or some recent news that has occurred or because of their industry expertise.

Lee Kantor: [00:01:41] So, you give them the reason they were chosen to be a guest. You create some scarcity and kind of a deadline, like we’re booking this season so that means it’s not for everybody. And at some point this season’s going to be over and they’re not going to be able to get on. And there’s no fee, because that’s a question people have all the time. And, also, we don’t want to talk too much or you don’t want to have a paragraph after paragraph. This can all be done in just a handful of sentences.

Lee Kantor: [00:02:14] So, just invite them and then that’s it. And then, a lot of times we’ll send a second email. Then, all it says is last chance with all the exact same email, but it says last chance in the subject line, and that’s it, and then move on. And you’re going to get a higher number of people that agree to be a guest if you follow these rules.

BRX Pro Tips

BRX Pro Tip: Simplify Your Processes

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BRX Pro Tip: Simplify Your Processes

Stone Payton: [00:00:00] And we are back with BRX Pro Tips. Lee Kantor and Stone Payton here with you this afternoon. Lee, today’s topic, simplify your processes.

Lee Kantor: [00:00:10] Yeah. When you’re delegating, it’s really important to have the process that you’re delegating as clear and as simple as possible. And when you do this right and you do it well, you’re going to eliminate confusion when you delegate and you’re going to get a better outcome. If something is complicated or it’s kind of ambiguous, you’re going to have a hard time getting the task done the way you want it.

Lee Kantor: [00:00:39] And here’s a clue that you are not simplifying your process enough. You can tell that if you explained it clearly, then the person will be doing the work in the way that you wanted it to. So, if you’re not getting the outcome you desire and they’re not doing the work in the way that you would like them to do it, then go back and simplify your instructions. The instructions are usually the problem. It isn’t their lack of effort or skill. It’s that you haven’t kind of created the process in a tight enough way that enables them to do the work that you want them to do.

Lee Kantor: [00:01:20] An example of this is, we use our virtual assistants to help us book some shows. And we noticed that we weren’t getting the right people on the shows. They weren’t coming to you for the pre-call and they weren’t the right people. So, we had to go back to them and say, “Okay. We don’t want to see people with this title. They have to have this in the title.” Like if we’re looking for association leaders, if they don’t have association in their title or in that first sentence in LinkedIn to describe themselves, then they’re not the right fit.

Lee Kantor: [00:01:59] I don’t want CEOs. I don’t want founders. They might be CEOs and founders, but they have to have the word association somewhere. They have to have that association credential as part of their credentials or they’re not the right fit. I don’t care if there’s less people coming through. I just want the right people coming through.

Lee Kantor: [00:02:16] So, we thought it was there, it was all in the profile, but they didn’t read that or comprehend that enough. So, we have a checkpoint and they came back and we said, “How are things going?” After a week or two, we noticed that we weren’t getting the right people. And that change has dramatically improved us getting the right people onto that show. So, when you’re not getting the outcome you desire, go back and simplify the instructions.

BRX Pro Tips

BRX Pro Tip: Sales is Like Hitting a Golf Ball

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BRX Pro Tip: Sales is Like Hitting a Golf Ball

Stone Payton: [00:00:00] And we are back with BRX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, I got really tickled the other day when you said this but it’s so true, “Sales is an awful lot like eating a golf ball, isn’t it.”

Lee Kantor: [00:00:12] Yeah. Sales is one of those things where a lot of people are afraid to ask for the order, and, you know, go in for the sale. And at some point, you have to do that. You have to make a recommendation. You have to kind of validate that it’s a right fit. But when I say sales is like hitting a golf ball, you can read about it, you can watch other people do it, you can take lessons, but at some point, you have to take a swing. And it can seem hard, it can seem confusing, but it doesn’t have to be if you kind of trust the process and just kind of organically communicate with people to see what their need is and if it’s right for them and something you can deliver back to them. So, take the swing, ask for the order. If you do that consistently, your business will grow.

Stone Payton: [00:01:04] Well, I’ll tell you, if you want to play the analogy out even further, and I’m the world’s worst golfer, but I do have some experience as an athlete, and there really is something to this idea of muscle memory. And there is some muscle memory associated with golf, of course, but there’s muscle memory associated with a skill set like sales as well. So, if you do get out there, and you actually do the hitting, and you go beyond, you know, the reading into thinking about it, that muscle memory will develop over time, and you’ll hone your skill, and you’ll be much more effective, you’ll help a lot more people make a lot more money.

BRX Pro Tips

BRX Pro Tip: Discover Your Prospects True Motivation

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BRX Pro Tip: Discover Your Prospects True Motivation

Stone Payton: [00:00:00] And we are back with our BRX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, let’s talk about how important it is, and maybe you can share some instincts on why it’s so important, to discover the prospect’s true motivation.

Lee Kantor: [00:00:19] Yeah. You really want to get to the heart of why the person wants to hire you for the job they’re trying to accomplish. And they might think they need a solution to a certain thing. But if you dig a little deeper, you can really get to the true, true motivation of why working together is the right fit for both of you. So, some of the questions that you want to ask your prospect are, if you were famous, what kind of fame would you like to have? You know, try to understand what success looks like to them in their words and their terms. These things don’t have anything to do really with what you’re actually selling, but you’re trying to get to the heart of what success looks like.

Lee Kantor: [00:01:04] You know, find out what they’re most grateful for in their career. Try to understand these kind of core motivations. You want to ask them about what the future looks like. If they could have the career that they dreamt of, how would that career end? What does the future look like for them? So, this helps you uncover their priorities. Are they more interested in money? Are they more interested in fame? Are they more interested in legacy? If you really understand those things, you can craft your selling message and make sure that you have the right fit between what you’re trying to offer your prospects and make sure that they get the success that they’re after.

Stone Payton: [00:01:49] Well, I definitely want to echo what you’re saying. There is a question along those lines that I’ve been using with quite a bit of success more recently. And it depends on the situation, exactly how you were at the front end of it. But a general version of it might be, if working with us could accomplish everything you could possibly hope for, what would that look like for you, Lee?

Stone Payton: [00:02:13] And, buddy, I just used your name at the end. But when you ask that question, it’s amazing what the hopes, and dreams, and fears that that will open up for you. And the conversation just becomes so much more practical, so much more real. And it allows you to do what you always hear me say, it really needs to be done in a professional sales call where there’s a true meeting of the minds at a mutually profitable point. It helps you tell the truth and get the truth. So, this discovering what their true motivation is, I mean, it’s core to everything, in my opinion and experience.

BRX Pro Tips

BRX Pro Tip: Winning Hearts Then Minds

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BRX Pro Tip: Winning Hearts Then Minds

Stone Payton: [00:00:00] Welcome back to Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, talk to me a little bit about this whole idea of winning hearts and then winning minds.

Lee Kantor: [00:00:14] Yeah. I think when it comes to marketing, you’ve got to win the heart first and then the mind comes along for the ride. Buyers kind of create the logic to justify their purchase after the heart has already decided. So, there’s a lot of ways to win the heart. You can focus on the mission. You can communicate the big why with clarity and passion. You can give your prospect a chance to see themselves using or benefiting from your product or service. So, if you focus on those things and get them to emotionally buy what you’re selling, you’ll find it. After that, once that’s done, it’s pretty easy to create a logical rationalization for them to actually pull the trigger and complete the purchase.

BRX Pro Tips

BRX Pro Tip: Don't Confuse Hearing for Listening

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BRX Pro Tip: Don’t Confuse Hearing for Listening

Stone Payton: [00:00:00] And we are back with BRX Pro Tips. Lee Kantor and Stone Payton here with you, Lee, it’s important as a professional trying to genuinely serve that we’re having good, clear communication. But it’s so easy, I think, to fall into the trap of confusing hearing for listening.

Lee Kantor: [00:00:19] Yeah, I think this tip works for sales. It works definitely when you’re interviewing. But in either case, it’s important to truly listen. And when you’re truly listening, you are not thinking about what you’re going to say next. And that’s really hard for some people. You got to be actively listening for the beliefs, the truths, the pain, and the opportunity and really seek to understand what the person is sharing with you. That way, you can open up a dialogue, and you can probe, and you can clarify, you can dig deeper. You can truly understand and empathize with that person.

Lee Kantor: [00:00:57] If, on the other hand, all you’re trying to do is wait for your moment to squeeze in your brilliance or your sales pitch, if you have that mindset, you’re, by definition, not listening. You’re, like you said earlier, waiting. You’re just waiting to interject what you want to say into the conversation. So, rather than wait and rather than hear, start listening.

Stone Payton: [00:01:23] Well, and from a hosting mechanic’s perspective or a sales mechanic’s perspective, one of the things that will liberate you, equip you to genuinely listen to what the other person is saying is if you had the comfort of knowing you’ve always got a fallback question or two that if you need it, you can call it up immediately. You’re not going to get caught off guard when it is time for you to ask a question because even if one doesn’t come to you as a product of that part of the conversation, you’ve always got a handful of questions you can lean on that are always appropriate and always prompt further meaningful conversation that you, in turn, can again actively listen to.

BRX Pro Tips

BRX Pro Tip: Ways to Beat Procrastination

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BRX Pro Tip: Ways to Beat Procrastination

Stone Payton: [00:00:00] And we are back with Business RadioX Pro Tips, Lee Kantor and Stone Payton here with you this afternoon. Lee, we can do this later if you want, but I thought maybe we’d talk about some ways to beat procrastination.

Lee Kantor: [00:00:13] Yeah. Procrastination is something we’re all battling every day. And I find that a way to kind of counteract procrastination is by creating a routine or habit that you kind of lean on every day. Like, these kind of rituals that happen kind of predictably and reliably kind of protect you from yourself when it comes to putting things off. So, one of these kind of rules that I try to use every day is I try to kind of identify before the day begins what is that most important thing that I want to accomplish tomorrow, really? So that when I start the day, I’m just heads down, I’m going to knock this thing out.

Lee Kantor: [00:01:00] I forgot, one of the sales kind of gurus has – what do they call it? – eating the frog or something, that you just deal with the thing you drag the most first and get it out of the way. So that even if nothing else gets done, at least you’ve done that, and you feel pretty good about yourself and you feel like you’ve done something, and move the ball a little bit that day.

Lee Kantor: [00:01:20] Another thing is, to focus only on that task at hand, because you win each day task by task, play by play. It’s like in sports you can only play that one play. It does no good to focus five plays from now, tomorrow, next quarter. All of that stuff is irrelevant. You just got to win the day, task by task, play by play.

Lee Kantor: [00:01:44] And then, thirdly, I think it’s important to have an accountability partner, check in with that person, use somebody else’s kind of peer pressure as a way to hold yourself accountable. And don’t forget to celebrate the wins. If you win a little bit every day, that’s going to compound over time and you’re going to win in the long run. And sometimes we lose sight of small wins. And you got to really celebrate the small wins because that’s the kind of energy and the gasoline that will help you get to the next win. Because you’re going to have ups and downs and you’re going to need to help sometimes to kind of get through those tougher times. And you got to remember those wins that you’ve had in the past in order to kind of push you forward to win in the future. So, do a little bit every day, put it in the calendar, mark it down, do it, knock out the hard stuff. And all those wins, over time, will compound and you will win and create the success you desire.