BRX Pro Tip: The New Funnel
Stone Payton : Welcome back to Business RadioX Pro Tips. Lee Kantor, Stone Payton here with you. Lee, let’s talk a little bit about the new funnel.
Lee Kantor: Yeah. Over the years, we’ve all been taught, within traditional marketing, you have a funnel that’s about awareness, the person considers it, and then hopefully converts them to a sale. I think nowadays there’s a different kind of funnel that people should think about, that’s more relationship focused. And I think it starts with dialog. You have to have some way to create a dialog with the people that are important to you. And then through that dialog, you want to be able to build a relationship. And then the bottom of the funnel should be a way to partner, a way to work together.
Lee Kantor: This is how it could work. The first stage is dialog. So you’re going to create opportunities for genuine two-way conversations with your prospects, not necessarily selling to them, but just engaging with them as a human being, human to human.
Lee Kantor: At Business RadioX, we do this by inviting people to be interviewed and by interviewing people. That’s how we create these kinds of conversations in this dialog. We’re having real conversations with business leaders who are our prospects every single day. That’s what we teach, and that’s what we do.
Lee Kantor: The second stage is the relationship and how to kind of move that initial dialog into some sort of a relationship. And this involves building trust over time. And you’re doing that by delivering value consistently over time. This is not something that happens just because you asked someone to connect on LinkedIn and now, you’re their buddy. You’ve got to earn the trust by delivering value.
Lee Kantor: And then, the final stage is partner. Exploring ways to work together. Notice I did not say client. We’re not looking at this as, okay, I’m here to sell somebody something. I want to build the relationship. If I’ve done that properly, then people might buy from me over time, but I want them first to see that I’m a trusted partner. I am a trusted advisor. This is going to help them. When they have a need, think of me. That’s all I can ask for. And then, hopefully, I’ll be able to convert that opportunity into a sale.
Lee Kantor: But by doing this and focusing on building genuine relationships at scale, that’s really how you have to grow in today’s marketing environment.
