BRX Pro Tip: Work the Serve Process Transcript
Stone Payton: [00:00:01] And we are back with Business RadioX Pro Tips. Lee Kantor and Stone Payton here with you. Today, Lee, let’s talk about maintaining the discipline of working the SERVE process.
Lee Kantor: [00:00:12] Right. We developed the serve process very, very early on. And that’s—what is it? An acronym? What are you calling it?
Stone Payton: [00:00:20] Yeah, an acrostic, actually, is the actual word. Yeah.
Lee Kantor: [00:00:20] Acrostic. Acrostic that describes all the elements in the selling process that we use here at Business RadioX. So, S is select. So, everything begins with bringing the right guests in the room. E is engage. That happens in the show. That happens in the note that gets them on the show. That’s part of, kind of, the breadcrumbs that bring them into the studio. Then, why you do R and V? They go together.
Stone Payton: [00:00:50] They do kind of go together. Relate and verify. At least, they go together when you’re sending correspondence or sort of tying the deal down because you need to relate the opportunity, but you also need to verify the ability to buy and the desire to buy it. So, authority, capital, and desire. And then, the final one is execute.
Lee Kantor: [00:01:15] And the execute is, kind of, a show meeting to kind of work through the process of what the show looks like?
Stone Payton: [00:01:23] Yes, exactly. And so, sometimes, it’s execute the pilot. Sometimes, it’s execute some sort of different framing, whatever you set up. But the reason I wanted to to address this in our Pro Tip today is because I think it’s so easy. This platform is so much fun. There’s so many different things you can do with it. There are a thousand ways to help people to make money. It’s easy, at least, for me, to get distracted, not do the basic blocking and tackling. But if you will establish a studio, if you’ll get out there and invite guest in, if you will choose some of those guests to suggest that maybe they, too, should consider underwriting and sponsoring their own show to help people and make money, to build relationships, and generate thought leadership and content.
Stone Payton: [00:02:05] And then, a subset of those people will have a show concept meeting with you. And then, if you will run a show concept meeting in the way that we’ve learned to do that, where it’s mutual discovery, a subset of those people are going to be genuinely interested. And then, if you will put a stake in the ground for a decision by a certain date and time, a subset of those people are going to say yes, and they’re going to write you a check. And it just really is A to B, B to C, C to D, or more accurately, S to E, E to R, R to V, V to E. And I think it’s easy to create it for your own good and get outside that process.
Lee Kantor: [00:02:44] Right. And an important consideration is if it isn’t working the way that we described, I would always look back at S. It’s selecting the right people in the room because without the right people in the room, you’re not going to be able to sell anybody anything.
Stone Payton: [00:02:57] And the only further back to look in that is the entire acrostic, SERVE. Are you genuinely doing all this and framing it up with a serve-first, impact-first mindset?