BRX Pro Tip: How To Dominate Your Local Market_LIVE Webinar Excerpt

July 12, 2019 by Stone Payton

BRX Pro Tips

BRX Pro Tip: How To Dominate Your Local Market_LIVE Webinar Excerpt

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Stone Payton:
In order to dominate your local market and be your industry’s go-to resource, you have to be ubiquitous, and you have to act selflessly. You have to be everywhere and serve your entire ecosystem, not just your prospective clients. This is the mistake that most second tier B/C players make. They only care about the end client, and they don’t serve all of the constituents. A players, top performers serve everyone, even people who will never do business with them.

Stone Payton:
So, here are the people you have to serve if you want to dominate your local market. (1), your prospective clients, the people who write your checks; (2), the power partners, the business associations and groups that serve your industry niche; (3), the gate openers, the people who refer business to you; and (4), the influencers, the micro celebrities, the luminaries in your arena who serve your niche.

Stone Payton:
So, how do you elegantly and selflessly get in front of and serve each of these groups? Of course, we recommend becoming the media. In our case, we operate Business RadioX Studios that serve the business communities and the towns where we are. Now, you don’t have to join our tribe. You can create your own media platform to serve your community in your own way. It can be a TV show, a magazine, a blog, a podcast, a video series. But no matter which medium you choose, the most important thing you have to do is to support and celebrate the work of the people who matter the most to you.

Stone Payton:
When you start sharing the stories of all of the constituents in your niche industry, in a very short period of time, you will become, as Seth Godin often explains, the linchpin – the person who really will be missed if you were to leave. So, how do you start a media property? Well, the good news is you don’t have to ask anyone for permission. Choose yourself. You can just begin. Start interviewing the movers and shakers in your niche, but don’t forget about the little guys. Interview them too. Cast a wide net. Interview the association leadership and the woman who wrote the book. Partner up with blogs and podcasts to serve your niche. Together, you will be stronger than if you try to go in alone.

Stone Payton:
And when you’re interviewing people, make sure you use active listening and give your guests the space to tell their whole story with little or no interruptions. People need, want, they love to be heard, and you want to be known as the safe place where those stories are shared. You’re not an investigative reporter looking to embarrass or humiliate your guests. Let other people fill that space because remember, you’re doing this to serve your ecosystem and dominate your local market. It’s not your role to be a troublemaker.

Stone Payton:
And now that you have some interviews under your belt, start sharing them. Tag all the people who should care about this content. And do these interviews on a schedule. Keep to the schedule. If you’re doing these Mondays at 10:00, then do it every Monday at 10:00 a.m.. If people can’t trust that you’re going to do your show on time, how can they trust that you’ll be able to deliver your work on time?

Stone Payton:
When you start doing your show regularly and have interviewed lots of key players in your space, some really cool things start to happen. People start seeing you everywhere – in real life and online. And when that happens, people want to sponsor your show. They’re open to conversations about doing business with your firm. Yeah, you’ll soon find out that you’re not — you’re no longer chasing opportunities. These opportunities are coming to you. You’ll start getting asked to moderate panels, speak at events, cover events. All of a sudden, you’ll find that you’re getting the VIP treatment at industry events. But the bottom line here is this is what is so important, you’re no longer positioned as, you’re no longer seen as a vendor in your space. You’re seen as a strategic resource and as the media. And being the media definitely has its benefits.

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BRX Pro Tip: Where To Find Sponsors

June 24, 2019 by Stone Payton

BRX Pro Tips

BRX Pro Tip: Where To Find Sponsors

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BRX Pro Tip: Where To Find Sponsors Transcript

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, let’s talk a little bit about where to find potential sponsors for our shows.

Lee Kantor: [00:00:14] Well, the main place is our house show. That’s the engine for the whole studio. We have to have at the top of the funnel the right guest on the house show in order to find the right sponsors. So, we have a profile of a sponsor. And in our case, it’s usually professional service firms, challenger brands, purpose-driven companies. Those are kind of the characteristics of a good sponsor in our world. So, we are always on the lookout for those type of companies and people. And then, we find them and invite them on. And they might be second-level connections on LinkedIn or first-level connections on LinkedIn. And we invite them via that, or through email, or through the PR firms’ introductions.

Lee Kantor: [00:01:01] But another place to find sponsors are from your existing sponsors. Stone, you’ve been asked specifically, I know because I’ve been in the room with you when this has happened, where a sponsor will go to you and say. “Hey, Stone. Why don’t we get together, and we’ll each open up our LinkedIn, and let’s go and see if we can make introductions to each other?”

Stone Payton: [00:01:20] And they’re happy to do it. They want to help me. We’ve built that kind of relationship. Of course, I want to continue to help them. So, you do get that a lot. Also, I love getting marketing e-mails or, even occasionally, what do you call it, snail mail. But when someone in business is reaching out to me trying to share their marketing message with me, I know I can probably help them because I know, in all likelihood, what they’re doing now doesn’t work nearly as well as what we do. And at the very least, come in, visit on the house show, and let’s help you some more, but they’re probably a very viable prospect.

BRX Pro Tip: Where To Find Guests

June 21, 2019 by Stone Payton

BRX Pro Tips

BRX Pro Tip: Where To Find Guests

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BRX Pro Tip: Where To Find Guests Transcript

Stone Payton: [00:00:01] Welcome back to Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, one thing that makes this whole machine move smoothly is guest. Where do we find the guests?

Lee Kantor: [00:00:14] Well, we have the luxury of having done this for a while. We’re on the radar with a lot of the PR firms in town. And then, a lot of them recommend guests to us that meet the profile for us as good potential sponsors. But places to get guests are I would subscribe to all the newsletter, the business association newsletters in your market. We subscribe to a bunch of them. They are always profiling people that we’re not aware of. We subscribe to a lot of the incubator, and accelerator, and college entrepreneurship center newsletters. We’re on their radar. So, we’re seeing that kind of bubble up.

Lee Kantor: [00:00:55] A great place to get guests are your existing guests. At the end of every show, we make sure we say, “Hey, a way you can really help us is to tell us about people that are doing interesting work.” So, that should be part of every show, asking all the guests in the room to refer other guests to us. We get a lot of guests through that kind of word-of-mouth referral. I read a lot of the business newspapers and magazines here. And I’m always looking for interesting people doing interesting things. It’s where some of the places you get them.

Stone Payton: [00:01:27] Well, my two favorite guest pools, one is when we do have like an open house show kind of thing, which we do, at least, once a week, there’s almost always, at least, one guest that is in a business that was never even on my radar. And, often, I get to thinking about that. And if that was an interesting topic, I’ll build a series. And I’ll start inviting other people from that same line of work. And that’s a fun place. And when you can go to them, and because it’s a little bit different what they do anyway, and say that you’re doing a series on that topic, I just seem to get really good response rate from that. So, that’s fun.

Stone Payton: [00:02:05] Also, if someone comes through our sales process, and says no, and I really felt like they should have had a show, I put all kind of energy into doing a series from people from that same area. And in both cases, when you’re reaching out to invite, if you need it, you’ve got examples of other people from that same walk of life coming on the show.

Lee Kantor: [00:02:27] And you got past guests, and you have LinkedIn. It’s a friend to our business. All the guests are there waiting for you to call them.

BRX Pro Tip: Call In Guests

June 20, 2019 by Stone Payton

BRX National

BRX Pro Tip: Call In Guests

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Stone Payton:
And we are back with Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, today’s topics, let’s talk about call-in guests.

Lee Kantor:
Yeah. From time to time, we have clients that want to have guests call in. And there are some pros and cons of having a call-in guest. One of the ways that we built this platform is to remove friction from the relationship and try to remove any element where there is some hesitation or friction on part of building this relationship.

Lee Kantor:
So, when you have a call-in guests, and you have guests here in the studio, there is a possibility of friction being built up because everybody that’s here in the studio physically had to go here. They had a drive. They had to come into the studio, put on the headphones, and kind of carve out some of their day to be here. When somebody calls in, all that’s happening, a lot of times, in the minds of the people that are sitting here, all they’re thinking is, “How come I didn’t call in? How come I didn’t? Why? Shouldn’t I? I’m busy. How come this person gets to call in, and I didn’t get to call in?” So, you create some friction possibly for doing that.

Lee Kantor:
Now, a lot of times, a client can, at least, rationalize and say, “Oh, this person’s calling him from out of state. That’s why they called in,” or “This person’s famous, and that’s why they called in.” So, you might be able to kind of work around it. But in our world, we try to remove all friction, and not have any hints of friction, and that could possibly cause some friction.

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Studio Partner Pro Tip: Call In Guests

June 20, 2019 by Stone Payton

BRX Pro Tip: New Host Coaching

June 19, 2019 by Stone Payton

BRX Pro Tips

BRX Pro Tip: New Host Coaching

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BRX Pro Tip: New Host Coaching Transcript

Stone Payton: [00:00:01] Welcome back to Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, let’s talk a little bit about helping a, particularly, new host with some host coaching, sharing some mechanics with them that will help them get the most out of this thing of ours.

Lee Kantor: [00:00:19] Yeah. That’s one of the fears a lot of people have is that they feel that they’re not qualified enough to be a good radio host. And some of that is they’ve been a guest before, and the guest experience is totally different than the host experience, which, ironically, I believe, it’s easier to be a host than it is to be a guest.

Stone Payton: [00:00:37] Me too.

Lee Kantor: [00:00:37] Because the host just has to ask the questions. You don’t have to know the answers. And so, some of it is just a confidence element where they just have to feel good about it. And what we do some of the times is the practice, and we do mock shows, or we’ll do a practice show where they bring in kind of friends and family, somebody they know and feel comfortable with, and then they host that show. And we don’t charge them for that. We just include it in their package because that gives them kind of some of the practice they need, and it builds their confidence.

Lee Kantor: [00:01:11] And then, after we do that, we do a debrief where we kind of go through it and say, “Okay. What felt good? What didn’t feel good?” But a lot of it has to do with confidence. A lot of it has to do with them not thinking so much, and just being in the moment, and focusing their attention on their guest in helping bring out the best in their guests.

Stone Payton: [00:01:33] And we do have some hosting mechanics pro tips that are available for, not just, you, our studio partners, but also your clients. And you should probably avail yourself of those as well.

BRX Pro Tip: Preparing for a Show

June 18, 2019 by Stone Payton

BRX Pro Tips

BRX Pro Tip: Preparing for a Show

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BRX Pro Tip: Preparing for a Show Transcript

Stone Payton: [00:00:00] Welcome back to Business RadioX Pro Tips. Lee Kantor and Stone Payton here with you. Lee, let’s talk a little bit about preparing for a show. There’s some different schools of thought on this. I’ve watched you do it. Tell us, how do you think we want to approach it?

Lee Kantor: [00:00:18] My style is I do minimum preparation. I kind of get a feel for the guest based on their questions prior to the show. 15 minutes before the show, I’m looking at it usually for the first time. I’m going through their questions. I’m going through their website. I’m trying to see — going through their bio trying to see kind of threads that I might lean on during the course of the interview. I like the feeling of learning as I go. That gives me, I think, a better interview.

Lee Kantor: [00:00:47] There’s other people that like to — like we have clients that like to do extensive research. They read the book. They take notes on the book. They kind of are going back and investigating their client, going through their LinkedIn, and learning a lot about them. And that gives them comfort and confidence when they’re doing the interview. For me, I’m okay going with a little bit of chaos and not knowing and learning as I go.

Stone Payton: [00:01:14] But by the same token, on the other end of the spectrum, you can actually build in a relationship-building moment, a really fantastic touchpoint in the name of show prep, right? We’ve had our clients get together for coffee, or a phone call, or whatever to get ready for the show. So, there is value in that approach. It’s just that you and I, for our style, we prefer that more candid fresh approach.

Lee Kantor: [00:01:43] Right. Now, recommending to a client though, for their prep, relationship-building moments by building in a pre-show, pre-interview conversation to give the guest an idea of what’s going to happen, that makes perfect sense. And clients love that idea, But for us doing house shows, because we do it so frequently, I’m less inclined to invest that much time. I’d rather kind of meet the person, vet the person on the house show, rather than have a pre-meeting prior to the show, then have the show. But for a client, I highly recommend they build in as part of their process a pre-interview conversation.

BRX Pro Tip: Follow Up Questions

June 17, 2019 by Stone Payton

BRX Pro Tips

BRX Pro Tip: Follow Up Questions

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BRX Pro Tip: Follow Up Questions Transcript

Stone Payton: [00:00:00] And we are back with Business RadioX Pro Tips. Lee Kantor and Stone Payton here with you. Lee, I have a follow-up question. Talk to me about follow-up questions.

Lee Kantor: [00:00:09] You got it. And I think this is one of the secrets to being a really good host is your ability to be in the moment and ask good follow-up questions that aren’t on your guest sheet because a lot of times, they’re going to come in here, and they’ve hit kind of the high points that they want to cover, and they’ve submitted their question in your calendar and software, scheduling software. But the key to a good interview is to listen intently, be in the moment, give them eye contact, and follow up with just the next logical question in their series.

Lee Kantor: [00:00:45] So, if they ask you something that you don’t understand, or even if it’s something you do understand, and you want them to clarify it for the listener, they appreciate that. If they use some jargon, it’s important to kind of call them on that and go, “I know you used that phrase. What does that mean?” Even if you know the answer. Don’t be afraid to ask the dumb question even though you know the answer because the listener, a lot of times, doesn’t know the answer. So, it’s always good to ask them to simplify, to clarify, and to ask that logical next question. It’s something that we do here, and we train our hosts to do – to be an active listener and to pay close attention to what your guest is saying.

BRX Pro Tip: Amy Otto Story

June 14, 2019 by Stone Payton

BRX Pro Tips

BRX Pro Tip: Amy Otto Story

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BRX Pro Tip: Amy Otto Story Transcript

Stone Payton: [00:00:01] Welcome back to Business RadioX Pro Tips. Lee Kantor and Stone Payton here with you. Lee, how did you know, when did you know, when did it really click for you when you said to yourself, “Man, this thing of ours, it can really work well for business people”?

Lee Kantor: [00:00:17] The hypothesis was that I could reverse engineer shows to help a business person grow their business. And my guinea pig in this was a woman named Amy Otto. She sold Aflac. And she just started selling Aflac, and she was having a hard time doing it. But she was a good networker, she liked people, she like going out to all the chamber meetings and all the business association meetings. We had met through a B&I type networking group that we’re both a member of.

Lee Kantor: [00:00:48] And I begged her for months to be part of Business RadioX and to do a show that, at the time, was called the Atlanta Business Radio. And she said, “No, I can’t do it. Aflac tells me I have to go to these networking meetings, and that’s how I do it.” And I begged her and begged her. Finally, she relented. I said, “I’ll do everything. All you do is go to your networking meetings like you normally do, but instead of saying ‘I’m Amy with Aflac,’ say ‘I’m Amy, the co-host of Atlanta Business Radio.'”

Lee Kantor: [00:01:14] And when she did that, it was a game-changing moment. It was an epiphany for her, and it was an epiphany for me that this can work in the way that I envisioned it. She would go there, and all these people that would blow her off because she was this insurance salesperson were like, “Hey, I’d love to be a guest on your show,” or “How come you invited John, and you didn’t invite me to be a guest on the show?” And her business grew and grew to the point of — she did it for several years to the point of that’s the way that I met you.