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How Can You Leverage Your Network to Serve a New Sponsor?

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Stone Payton:
And we are back with BRX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, you are so good at this. I want to ask you to talk about it a little bit. How can we leverage our existing network to serve a new client, a new sponsor?

Lee Kantor:
One of the benefits of operating your own Business RadioX Studio is that your network is very diverse. You have interviewed or been part of interviews of people in a variety of industries that most people really don’t have access to. Most people work in a certain field, and they know certain types of people, but because you interview people from all across the business community, you have a very wide and deep network.

Lee Kantor:
So, when you have a new sponsor, one of the most generous things you can do to really help them have a successful launch is reach out to your network and make a connection. I do these all the time, “Bob, meet Mary. Mary, meet Bob.” And then, get them together, and so they can start helping each other. So, now that your new sponsor can reach out, and then take it from there, and then start building a relationship, you’ve served both of those parties. You’ve made it easier for the sponsor to make a new friend and maybe meet a new potential prospect or client for them. And you’ve helped the past guest get onto another show to help give them more exposure and get the word out about their work. And they might have a new business acquaintance that can help them in their business.

Lee Kantor:
So, by being this kind of mega connector, you are really living into the mission that we’re trying to help our studio partners do in the markets they serve is to being that de facto media outlet, that hub, of business knowledge and influence in their market.

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How Do You Help a New Client Design the Right Show Concept?

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Stone Payton:
And we are back with BRX Pro Tips. Lee Kantor and Stone Payton here with you, Lee, it’s the heart of our process. This is what I think puts us in a position to genuinely serve our clients. How do we help a new client design the right show concept?

Lee Kantor:
This is one of the finest part of the job because this is where the potential client comes in and, invariably, they want to do a show about whatever they do. If they’re an accountant, they want to do the accounting show. If they’re an insurance person, they want to do the insurance show. One of the first things that we like to tell them is the great idea, let’s hold that idea over here to the side, but let’s dig into who your best client is. Let’s try to understand and really kind of articulate the ideal client you’d like to clone. Who is the person you want more of? What client would you like to have over and over again?

Lee Kantor:
When you have conversations about that, you can move the sponsor into thinking, “You know what, it is better if I focus in on my best client or my best prospect because if I had more of those, that would move the needle in my business. It is less important for me to show how smart I am about whatever topic I have. I have plenty of time to do that, but what I don’t have and most of them don’t have is a machine that brings the right prospect in front of them in a predictable, reliable manner,” which when you host a show about the specific niche, about a specific group of people, that does that. It becomes a machine. And then, now, they have a tool they can use to go out to the marketplace and request more of these type people because your company is sponsoring a show that is putting the spotlight and celebrating the work of this individual person, this type of person.

Stone Payton:
So, everything you’re saying is right, of course. But I think one of the things that we do to serve people particularly well in this regard is the process of landing on that right show concept. It really does need to be a process of mutual discovery, a co-authored show concept that they really embrace and buy into. And I think you do that particularly well. But I think just going into it with the mindset of co-creating a show to deliver desired outcomes is so much more powerful than “Sit down, shut up, give me your milk money, and let me teach you how to do this.”

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Why Sponsor a Show That Doesn’t Focus on the Listener

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Stone Payton:
Welcome back to Business RadioWorks Pro Tips. Stone Payton and Lee Kantor here with you. Lee, for today’s topic, why develop a show, sponsor a show if that’s not going to focus on the listener?

Lee Kantor:
Focusing on the listeners kind of a — it’s a dice roll, and it’s something that sounds good on paper. And in the minds of a lot of people, they think that that’s going to build them some passive income. In our model, we focus in on the outcome that the sponsor desires. And in most cases, it’s to get more clients. So, we find that it’s more profitable, it’s more predictable, it’s more reliable to focus in on your guest as the audience that you care about and just create a show that brings those guests, which are your best prospects in the room in a very predictable manner.

Stone Payton:
So, you really are focusing on the listener, you really are focusing on the audience, you’re just redefining the audience and, specifically, gearing this thing to serve them.

Lee Kantor:
Right. Otherwise, you’re trying to create a large number of kind of anonymous people that may or may not like the content, that may or may not like you as a host, that may or may not like your guest or the information that’s being there. So, if you focus in on the guest and create an environment that they’re happy to come in, they want to come in, they want to share their story, they appreciate you for making it happen, we find that you’re going to have a better ROI for the activity.

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Why Ask for Guest Nominations Instead of Direct Invites

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Stone Payton:
And we are back with BRX Pro Tips. Stone Payton and Lee Kantor here with you, Lee, when we go out into the marketplace, and we invite people to come on the show, the select portion of our serve process, why do you advocate asking someone to suggest, or recommend, nominate a guest as opposed to reaching out and inviting them directly in so many cases?

Lee Kantor:
What we’ve found over the years is that it’s about positioning. We’re always going to great lengths to change the positioning in the minds of the sponsor and the guest, in the minds of the studio partner and the sponsor. And what you always want to do is be the one that gets to choose, not hoping that somebody picks you. So, whenever we have an opportunity to create that dynamic, we tend to go for it.

Lee Kantor:
And in the case of asking someone to be a guest, when you’re saying, “Hey, would you like to be a guest on my show?” then you’re kind of being the one that’s asking them to pick you. If you instead say, “Hey, do you know anybody that would make an interesting guest on my show?” you’re not asking that person to be a guest anymore. You’re asking them if they know anybody that would be a good guest.

Lee Kantor:
And a lot of times, their answer is, “What about me?” And then, “What about me?” is no longer them say, “Yes, I’ll be a guest.” They’re saying now, “Please pick me.” You’ve changed the dynamic. They’re no longer kind of getting to decide. You’re deciding if they’re worthy enough to be a guest. And that subtle change of the positioning allows you to, then, at some point, sell them something in a more efficient way because you’re, now, if not peer to peer, you’re a little bit higher than they are because you have something that they want.

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SBBV Ep8: Jaime Vinck of Sierra Tucson

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SBBV Ep8: Jaime Vinck of Sierra Tucson
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Guests:

Jaime Vinck, Chief Executive Officer
Sierra Tucson
39580 S. Lago Del Oro Pkwy
Tucson, AZ  85739
(844) 335-1495
Jaime.vinck@sierratucson.com
https://www.sierratucson.com/
SOCIAL MEDIA: Facebook | LinkedIn | LinkedIn | Twitter| YouTube

Since 1983, Sierra Tucson has strived to be a renowned leader in clinical excellence and compassionate care. Their goal is to help break the stigma that surrounds addiction and mental illness, as well as promote the importance of mental ​wellness​. Recommended by doctors and therapists across the world, their renowned programs have resulted in positive changes for over 34,000 individuals and more than 90,000 family members.

As only the second woman in Sierra Tucson’s 36-year history to hold the facility’s top leadership position, Jaime Vinck was named Chief Executive Officer in December of 2017. She is recognized as a mentor to women in leadership positions both internally at Sierra Tucson and within the industry. She was named Licensed Professional Champion at the 2018 Women of Influence Awards sponsored by Inside Tucson Business. In 2019, Jaime was named as one of Arizona’s Most Influential Women by AZ Business Magazine. She is regularly named one of the top leaders in Arizona in both healthcare and behavioral health. In 2018, Jaime was elected to the Board of Directors of the National Association of Addiction Treatment Providers.

Jaime is an adept spokesperson who brings the message of recovery through various national media. Her recent interviews can be found on National Public Radio, U.S. News & World Report, Cosmopolitan Magazine, and Human Resources Executive Magazine.

About Your Host, Stephanie Rising

Stephanie Rising

A business coach and author, Stephanie Rising has helped over 100 small business owners achieve greater proficiency, profitability, and sanity. She specializes in navigating the complexities of family-owned companies and partnerships with 5 to 25 employees. An expert small business advocate, she provides objective problem solving and accountability that has led many of her clients to award-winning achievement. Her clients have represented a total of over $60M in annual revenues and 1,000 employees. 

Stephanie specializes in DISC behavioral analysis and her book, DISC: Leverage Your Nature, Increase Your Sales, is available on Amazon. She outlines step-by-step tactics for building a marketing plan that is sustainable for each reader’s personality and speaks to their specific target market. Stephanie has led numerous well-received workshops on DISC-based marketing and applying behavioral analysis in business. 

As an extension of her belief in promoting an educated and healthy community, Stephanie is a monthly sponsor of Youth On Their Own, which provides stipends, supplies, and mentorship to Tucson teens who are homeless through no fault of their own.  She also supports Temwani Children’s Foundation, which provides education, food, and hope to orphaned children impoverished by the effects of HIV/AIDS in Lusaka, Zambia in Africa.  

Stephanie’s podcast, Small Biz, Big Voices, is broadcast monthly on Tucson Business Radio X. Show notes, interview questions and additional coaching tips can be found on her Small Biz, Big Voices Facebook page. 

Stephanie is available for executive team coaching, strategic planning retreats, and public speaking. 

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