BRX Pro Tip: Finding the Edge
Stone Payton: Welcome back to Business RadioX Pro Tips. Lee Kantor and Stone Payton here with you. Lee, I think it’s probably pretty fair to say that you and I and our core team at Business RadioX, we’re always looking for the edge, trying to identify the edge. What advice do you have on finding the edge?
Lee Kantor: Yeah, I think this is an area where, when we talk about finding the edge, it’s where you want to get kind of closer and closer to what is possible without kind of doing too much. And this is kind of tricky. And a lot of people get complacent and then they figure something out and they want to have a set it and forget it mindset. It’s like, oh, it’s working, so we don’t have to think about that anymore.
Lee Kantor: And it’s important to always be kind of pushing and trying to identify what the edge is without kind of going past it. And it’s definitely tricky. But like if you’re trying different… like if you have a sales methodology that works, sure, keep doing it. But you should also be experimenting with other things because that sales approach that’s working today is not going to be working in a month or a year.
Lee Kantor: So, if you’re not experimenting with other things, you are going to have to then come up with that other thing later on when you need it, and that’s worse. So, you should always be kind of experimenting around the edges of what is working now so you’re prepared when that thing stops working.
Lee Kantor: So, like when a pricing experiment doesn’t work and people stop buying, now you’ve kind of found that edge of what the market is going to pay. Okay? You want to get close to that number. You don’t want to assume that the price they’re paying today is the price that they’re going to pay tomorrow.
Lee Kantor: Keep pushing. Like for us, when a person buys something from us, we kind of lock them in at that price, and we immediately raise the price. We increase the value and raise the price, so the next person who buys something is going to buy something at a higher price point. So our price is going up. It may not be going up for a previous client, but it’s going up for the next client. And then we’re going to keep pushing that number up and keep pushing the value up until we find what that edge is.
Lee Kantor: So, failure again is a data point, and it’s bringing you closer to success. We’ve pushed the edge on pricing, on format, deliverables. We’re always running experiments. And sure, some experiments fail. Absolutely. I mean, you can’t know what the edge is until you’ve failed. But every failure is telling us where to go for the next experiment. So, we’re always trying to kind of keep pushing, see what works, see what doesn’t work, and just go and try to find that edge. That information is worth more than just playing it safe and going with what worked before. You have to keep pushing.
