BRX Pro Tip: What Your Client Really Wants
Stone Payton: [00:00:00] And we are back with Business RadioX Pro Tips. Lee Kantor and Stone Payton here with you. Lee, I know you and I both are big fans of clarity. Let’s talk with specific respect to getting absolute clarity on the result your client really wants.
Lee Kantor: [00:00:18] Yeah. I think at the beginning of a conversation, a relationship with a prospect, you have to understand what a win looks like for them. You have to understand what is the result that they really, really want. Not the thing they might say they want at first, but really dig deep and to find out what it is that they’re trying to get out of the relationship. And a lot of times it’s not obvious. A lot of times I know in our business, people come to us and say, “I want to get more popular on social media. I want more engagement and things like that.” But what they really want is one more client or two more clients.
Lee Kantor: [00:00:55] And when you really get clarity around the result that they’re trying to achieve and you get them to kind of verbalize that and to announce it, then you have something. Now you’re clear and now you can aim at that goal. And you don’t have to get distracted by these other kind of breadcrumbs that might be on their way toward their ultimate goal. But they’re not really the ultimate goal that they’re looking for.
Lee Kantor: [00:01:20] So, I recommend just keep asking why a bunch of times about why you want that. Why do you want that? Why is that part important to you? What is it that you really, really want? And once you understand what they really want, now, you can deliver that. And that’s the metric that matters, and that’s where you should be held accountable for and your client should be held accountable for. Because if we’re trying to achieve that objective together, then now we have something to aim at. And, now, we know if it’s working or not.
