BRX Pro Tips

BRX Pro Tip: How People Make Decisions

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BRX Pro Tip: How People Make Decisions

Stone Payton: [00:00:00] Welcome back to BRX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, today’s topic, how people make decisions.

Lee Kantor: [00:00:09] Yeah. This is a little secret that top sales people do, and I thought we should share it with other people. But the way people make decisions is, first, they do it emotionally and then they justify them rationally. And a lot of salespeople get hung up on the facts and figures of things. But that’s not how most things are bought.

Lee Kantor: [00:00:29] People buy kind of the why, and then they rationalize the facts behind it. So, that’s why when you’re selling, you have to get to the emotional points of the story. You have to share the mission. You have to share the why. You have to share the feelings that the prospect will feel when they use your solution. Focus on that. Spend most of your time talking about that.

Lee Kantor: [00:00:51] Once the person viscerally believes that you can make them feel a certain way, then you deliver some facts and figures that your prospect needs to kind of justify the decision that they already made. And maybe they’ll show it to somebody else in the company that gives them cover for the decision. But always sell first around emotion, then add the facts and figures to justify the decision that they already made.

BRX Pro Tips

BRX Pro Tip: How to Ask for Money

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BRX Pro Tip: How to Ask for Money

Stone Payton: [00:00:00] And we are back with BRX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, let’s dive into for a moment how, and maybe when, but how to ask for money.

Lee Kantor: [00:00:13] I think the best way to ask for money is to kind of show someone an opportunity that makes them want to give you money. So, the more attractive your offer and your promise is, and people will want to do it and you’re just saying, “Okay. Let’s get started,” and not talking about money that much, because it’s so attractive that they want to do this.

Lee Kantor: [00:00:37] And I think at Business RadioX, we do this by showing how working with us helps our clients build and nurture relationships with the people that matter most to them. And we tell them, “Hey, if you had a tool that can help you build more relationships with the people who matter most to you, if I can introduce you and help you build relationship with 10, 20, 30, 50, 100 of your best prospects, would that move the needle in your business?”

Lee Kantor: [00:01:05] If they believe that I can do this, that I can deliver on that promise. If I can show them enough social proof, give them enough examples of people who have successfully done this. Show them what it looks like and how it works and how they would feel if that really could happen. And if they believe that I can deliver on that promise and they believe that they can really sell to some of the people that I’ve helped them meet, then this should sell itself.

Lee Kantor: [00:01:35] If they’re not buying, that means that they’re not believing one of those two things, that I can deliver on the promise or that they can really sell to the people that I’m introducing them to. So, if they don’t really believe one of those two things, then you’re going to have trouble selling.

Lee Kantor: [00:01:52] But if they believe they can sell, if they were put in front of those people, and they believe I can deliver those people to them, then this thing should sell itself. And they’ll happily spend money with Business RadioX to help them do what we promised we can do.

BRX Pro Tips

BRX Pro Tip: How to Build Your Audience

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BRX Pro Tip: How to Build Your Audience

Stone Payton: [00:00:00] And we are back with Business RadioX Pro Tips. Lee Kantor and Stone Payton here with you. Lee, let’s talk a little bit about strategies and tactics, how to build your audience.

Lee Kantor: [00:00:12] Right. We produce a lot of shows, and a lot of times the client asks about the audience, and that’s a great question. Audience, for a lot of folks, is important. In our model, it’s not the most important thing, but it’s not something that’s not important.

Lee Kantor: [00:00:26] So, in order to address how to build an audience, I thought we can share some ways of doing that. And one of the big mindset shifts for most people is to look at your show the way that Hollywood looks at movies. And promote your show in a similar manner, the way that Hollywood promotes their movies. So, for example, when a movie is released, one of the first things that happens is the stars of the shows go on all the talk shows, they go and promote the heck out of that movie.

Lee Kantor: [00:00:56] And then, something I think you were telling me earlier, Stone, that 35, maybe, to 50 percent of the budget of the movie in addition is spent on marketing the movie. And especially with a movie that doesn’t have a name brand celebrity attached, they probably have to spend even more. So, just keep that in mind when you’re thinking about audience building.

Lee Kantor: [00:01:18] The first thing you have to do, in my mind, when you’re building an audience is make sure your show is quality. Make sure that your show is delivering entertainment, education, or inspiration. It has to be a show that’s worth sharing or nobody’s going to share it no matter what you do or how much money you spend. So, you have to have a quality product first. Make sure your show is delivering on all of those aspects that a listener would want to deliver on.

Lee Kantor: [00:01:44] Another thing to consider is buy ads. Promote your show to your targeted audience in places where your audience is going. Another thing to do is be a guest on other shows in the niche that you’re in. So, if you’re doing a show that’s about accounting, show up on all of these other accounting shows.

Lee Kantor: [00:02:04] Another thing to do is speak at industry events. Make sure that you’re out there in public and people know that you’re an expert and you’re the host or producer of the show. And show up at that industry event and promote the heck out of that show. Let them know that your show is a great resource for everybody there. That they should be listening to it in order to help themselves grow as industry folks.

Lee Kantor: [00:02:28] Another thing, write articles. Put yourself out there. Get a lot of content out there in a variety of platforms. Make sure that your name, your brand, your show’s name and brand is out there. Don’t hide it. Don’t think that just by publishing something or broadcasting a show is enough. It’s not a build it and they will come world that we live in. You have to build it. It has to be great. And you have to put in the time, energy, and resources to promote the heck out of that, if that’s what you’re trying to do, if you’re trying to build an audience.

Lee Kantor: [00:03:01] Another thing to build an audience is create some sort of a giveaway or a signature piece of content that’s associated with the show that positions you as an expert, and it promotes a show at the same time. So, if anybody subscribes to your show, they get a free e-book or they get an action checklist of ten things to do or not do to avoid a certain thing or to do a certain thing. So, create a signature piece of content that is attached to the show so when someone gets to the show, they also get the signature piece of content.

Lee Kantor: [00:03:32] Partner with other influencers in your niche. Cross promote each other, work together. This is something that’s super important. The deeper you go into your niche, the better chance that your show is going to be found by other people that are of influence in your niche, and it’ll get to more and more listeners.

Lee Kantor: [00:03:49] And lastly, the most important thing, I think, is go back to your guest. The reason you’re doing the show is to build a relationship with those guests, and make sure the guests are out there promoting the show. They should be promoting their interview and they should be promoting you. And make sure incent them, do whatever you can to encourage them to get the word out about their interview, to share it on all their socials. That’s super important.

Lee Kantor: [00:04:12] If you do all of those things, you have a good chance to build an audience for your show. But, remember, this is something you have to do. It’s not going to happen by itself. You have to be proactive. If you want an audience, you have to go out there and evangelize the show.

BRX Pro Tips

BRX Pro Tip: Sales and Marketing Tip: It's About the Client

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BRX Pro Tip: Sales and Marketing Tip: It’s About the Client

Stone Payton: [00:00:00] And we are back with Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, in our sales and marketing pro tips, I think it’s so important to remember, it’s really not about us. It’s about your client.

Lee Kantor: [00:00:19] Yeah. If you’re spending most of the time talking about yourself when you’re doing a sales or marketing kind of pitch, you’re doing it wrong. Sales and marketing is about your clients. You should be spending the majority of the time talking about your client’s pain, your client’s successes, how they define success, how the clients are benefiting, or what they’re looking for.

Lee Kantor: [00:00:41] Everything is client-centric. You want to be talking about how the client’s lives are going to be better because of your service. You’re going to be talking not about you and all the facts and figures that have to do with you and what you do. You know, answer any question they have about it, but spend more time about their client’s pain, what outcome they desire, and then possible solutions of solving the problem that they’re trying to solve. If you do that, you’re going to sell more.

Lee Kantor: [00:01:10] I think a lot of salespeople spend too much time just kind of going over their resume when the client just wants to solve a problem. So, focus on solving their problem. Spend all your time solving the problem. And focus on seeing if you’re the right fit. I mean, during this conversation, you should be determining if you’re the right fit for them and they’re the right fit for you. So, it’s always about the client. Spend all the time talking about them, and their needs, and their desires, and you will sell more.

BRX Pro Tips

BRX Pro Tip: Surprise and Delight

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BRX Pro Tip: Surprise and Delight

Stone Payton: [00:00:00] Welcome back to Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, let’s talk a little bit about this whole idea of surprise and delight.

Lee Kantor: [00:00:10] Yeah. I think that at the heart of good customer service and customer care is this surprise and delight moment that you can be doing for your clients. And, the gestures don’t have to be super expensive or super large. They just have to show that you appreciate your client or you appreciate your guest or your prospect, and you really understand how to serve them.

Lee Kantor: [00:00:35] One of my favorite examples of a surprise and delight moment, what happened when I was growing up and there was a neighborhood pizza place, and this pizza place if you ordered to go and somebody came to pick it up, they would put a half a slice of pizza on top of the box when you went to get it, and that was for the driver. It was like a little nice gesture that said, “Hey, look, I know you’re the one who got the short end of the stick and you have to come and pick up the pizza. But because of that, we care about you, here’s a half a slice on us. Enjoy it when you drive home.”

Lee Kantor: [00:01:12] And, I thought that was a fantastic opportunity to really serve their clients and to differentiate themselves. I have never seen it done by any other pizza place in my whole life, and I’ve told other pizza place owners to do this. And, they all think it’s a great idea. I haven’t seen anybody do it.

Lee Kantor: [00:01:28] Another surprising delight moment happens at Business RadioX. When we give a mug to a guest, the look that they get in their eyes is like, “Oh, my god. Thank you so much.” And, we tell them, “Hey, talk show guests get talk show mugs.” It blows their mind. I mean, it instantly bonds them and it really helps nurture the relationship and accelerate the relationship.

Lee Kantor: [00:01:48] So, it’s important to take the time to surprise and delight your clients. Think about it through their eyes, empathize what they’re going through, and let them know that you care by just giving them a small gesture.

BRX Pro Tips

BRX Pro Tip: The Power of Compounding

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BRX Pro Tip: The Power of Compounding

Stone Payton: [00:00:00] And we are back with BRX Pro Tip. Stone Payton and Lee Kantor here with you. Lee, today let’s talk for a moment about the power of compounding.

Lee Kantor: [00:00:09] Yeah. This is something I learned very young when it came to investing and it’s the power of compounding when it comes to money. It’s simple. You just do it relentlessly a little bit. Every month, it comes out of the paycheck. You’re investing for the long term. And let the power of compounding kind of do its work. And then, a little bit becomes a little more. And that pile, it starts kind of working off itself and growing exponentially.

Lee Kantor: [00:00:36] So, this same strategy works when it comes to your own learning. It’s important to block time out each day and learn a little bit. And that might be through reading. It might be through writing. It might be through connecting the dots between what you’re reading and writing. But whatever you’re doing, if you spend some time investing in yourself and learning, it will work just like your money. So, you invest in your knowledge and it’s going to continue to grow. And then, it’s going to surprise you because all of a sudden you’re going to become super duper expert. And then, you’re going to be able to serve your clients better and you’re going to be able to charge a lot more because now your knowledge has a lot of depth that you’ve acquired a little bit at a time over a long period of time.