BRX Pro Tip: Framing is Key
Stone Payton: [00:00:00] Welcome back to BRX Pro Tips. Lee Kantor and Stone Payton here with you. Lee, we all know framing is key. But let’s unpack that a little bit.
Lee Kantor: [00:00:11] Yeah. Especially in our work, when you’re talking to a prospective client, it’s important for them to understand the value they’re getting from us. So, a lot of times, you’re going to have to reframe what they think they’re getting and what they’re actually getting when it comes to sponsoring something or opening up a studio. So sometimes it’s not obvious what it is that they want and they desire and they get kind of confused.
Lee Kantor: [00:00:36] And something I read recently illustrated this pretty well. Mercedes and BMW stopped showing up at car shows. Because when they were at the car show, they were the least affordable choice and that didn’t help their sales. So, what they did was they started showing up at airplane shows where they were a more affordable choice. So, when they changed the frame in the eye of the buyer from something that looks expensive on one hand to, now, inexpensive, on the other hand, when it’s in the context of everything else, that they sold more.
Lee Kantor: [00:01:10] So it’s the same thing when we talk about our value to our clients. When we’re talking about the annual and lifetime value of a customer, we’re not talking about how much it costs to record a show or produce a show. We’re talking about big numbers and how this plays into helping them get these larger accounts in front of these customers that are difficult to reach. And we’re talking about how this is an elegant, really affordable way to do that. Rather than comparing it to somebody recording or pressing record on their iPhone.
Lee Kantor: [00:01:48] So, it’s important. The framing is important when you’re communicating to your customer. And it’s important to kind of put our positioning in that area of we’re helping you achieve something that’s very difficult. And we’re helping you do it in an elegant non-sales way. And it’s going to help you make a lot more money. So, it’s worth what we charge.
