Delia Passi is CEO of Women’s Choice Award and a leading expert on marketing to women and advocate for women’s heath.
Former publisher of Working Woman and Working Mother magazines and current CEO and founder WomenCertified Inc and OKVERA.com.
Connect with Delia on LinkedIn.
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Stone Payton: [00:00:00] Welcome back to BRX Pro Tips. Lee Kantor and Stone Payton here with you. Lee, it’s important, I think, for any of us who have made a commitment to suit up, show up, continue to serve first, genuinely provide value. We’ve also got to stay on top of ourselves and try to avoid zero sum thinking.
Lee Kantor: [00:00:24] Yeah. I think, again, this is one of these traps that people fall into that when you think that someone else’s win is your loss, that’s just not healthy. And if you kind of have this more abundance thinking mentality where the pie is big enough for all of us and we just have to figure out a way to kind of separate ourselves and provide value, then you don’t have to worry about someone else’s wins, because that’s really not healthy, I don’t think, in the long term.
Lee Kantor: [00:00:53] And remember, the community isn’t built around having one winner with lots of losers. That’s just not how it works. So, I would recommend creating business relationships where as many people can win as possible. Help more and more people get the outcomes they desire, and you’ll see that you’re going to get the outcome that you desire. So, focus on helping and serving. Don’t worry about when somebody wins. And if you didn’t win that time, if you just keep serving, bet on the long term and bet that you’ll win by doing good work over time.
Eric Dahan is the CEO and co-founder of Open Influence, a premiere influencer marketing company with clients that include Disney, Google, Amazon, Facebook, Intuit, SoFi, Unilever, P&G, Coca-Cola, Pepsi, L’Oreal and Under Armour, among others.
The company is also a leader in Machine Learning and Artificial Intelligence within the ad industry thanks to its predictive analytics tools and entire influencer taxonomy, which contains over 10B data points.
Eric is a Forbes 30 Under 30 recipient and Inc. 30 Under 30 honoree.
Connect with Eric on LinkedIn.
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Stone Payton: [00:00:00] Welcome back to Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, it’s a staple of just about everything we do here at Business RadioX probably applies to a lot of work even outside of our system. But let’s talk a little bit about the importance, the value of asking the marketing question.
Lee Kantor: [00:00:22] Yeah. In our business, we have a lot of latitude to ask people questions because that’s what we’re doing in pretty much every interaction, is, interviewing someone and asking them questions. And their sales guard is lower because it just makes sense that we would be asking them questions because we’re interviewing them on a show. And the way we leverage that is by injecting in some sort of a marketing question, during the course of the interview, to see if there is a spot for an elegant follow up later on. And it’s important to do that strategically. And over time, that marketing question may change.
Lee Kantor: [00:00:58] A while ago, our marketing question usually was around the importance of relationship in their business and if that’s important or not to them. And if they said yes, then we would follow up and say, “Hey, you mentioned during the show that relationships are important. We have a tool that can help you, you know, accelerate and nurture and create more relationship.”
Lee Kantor: [00:01:17] The new marketing question that I’ve been using lately is more about what do you need more of and how can we help you. And so, the way that I’ve been leveraging that is once they say, “Hey, I need more of this or that,” then I can then use that same answer and say, “Hey, you said you needed more of this.” If it’s a fit, I can say, “That’s something that we can help you with and we can help you achieve that goal.”
Lee Kantor: [00:01:47] So, the thinking then regarding the marketing question is to create some lever during the conversation that you can use later on to follow back up and use their own kind of language in their own words to say, “Hey, you mentioned during the show this was a challenge. We have a solution that can help you solve that challenge.” And if you do that right, you now have an elegant follow up and then you can accelerate and build on that to further nurture that relationship.
Stone Payton: [00:02:15] Well, and it’s more overt in the latter version that you described that the purpose is genuinely to find a way to help. And it turns out, helping people is an incredibly solid business model. It’s a very lucrative way to go about building your business is just reach out and try to figure out how to help folks.
Lee Kantor: [00:02:39] Right. Instead of worrying about selling them something, just try to help them get the outcome they desire. And if you can help them, great. If you can point them to someone who can help them, that’s great, too. I mean, it doesn’t have to be kind of a quid pro quo where I’ll do something for you and you do something for me. You’re just trying to help them achieve their goals. And then, if you can do that, then maybe you both can win.
Stone Payton: [00:03:05] Amen.
Karen S. Dennis, President of KSD Public & Media Relations, is a freelance public and media relations specialist who focuses on promoting her clients through social and traditional media.
Married to a doctor and as part of an extended medical family, Karen has honed her expertise in the healthcare vertical and focuses primarily on drafting content to increase the practitioner’s digital footprint and media presence.
Karen is passionate about writing web and brochure copy as well as blogs and email campaigns. But mostly she loves her clients which include physicians, personal trainers, telehealth professionals, EMR companies, and home health agencies.
Connect with Karen on LinkedIn Facebook and Twitter.
What You’ll Learn in This Episode
