BRX Pro Tip: Hold Your Clients Accountable Transcript
Stone Payton: [00:00:01] And we are back with BRX Pro Tips. Stone Payton, Lee Kantor here with you. Lee, we really feel like it’s important that we take on the responsibility to hold our clients accountable. Let’s talk that through a little bit.
Lee Kantor: [00:00:16] Right. And this is another area where we’re totally different than most type of sponsorships or advertising opportunities for your client. You’re really a consultant. You’re really a marketing consultant for them. And part of the responsibility of a good consultant is holding the client accountable. When we create a show for them, we spend a lot of time creating a co-author show that together we thought is going to help them get the outcome they desire.
Lee Kantor: [00:00:42] Part of that is really honing in on who the guest should be. You have to be clear on who the guest should be. What companies, what titles? You know, you got to get them quickly inviting people that they don’t know into the room. And you use their dream list that they created at the beginning of the process as a means to hold them accountable. You can go back to them and say, “Hey, you said you wanted to invite somebody from IBM. How come nobody from IBM has been in here? Are you having trouble reaching that person?”.
Lee Kantor: [00:01:11] You know, “You said you wanted to invite the president of this association in here. How come that association hasn’t been in there?” You have to hold them accountable. Because if not, they’re going to start bringing in their friends and easy guests that they can get because that means they’re afraid to go out to the public and really see if this show is going to deliver the way we say it will. And we know by doing this so many times, it’s going to deliver, but somebody has to invite the people. You have to invite the right people.
Lee Kantor: [00:01:39] So, it’s important to be clear on whatever that true north is that they’re after and what is essential for that show to hit what they’re aiming at, and constantly check in to making sure that they’re on track. Because if they’re getting in the right people, then the show is doing what it’s supposed to do. They’re going to get the outcome they desire. If they aren’t bringing in the right people, no matter how much fun it’s gonna be, at some point, they’re going to go, “Is this worth the money?” And it’s not gonna be worth the money if it’s just fun. It has to be worth the money if they’re getting clients.
