BRX Pro Tip: The Job to Be Done
Stone Payton: [00:00:00] Welcome back to Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, let’s chat a little bit about this – the job to be done concept.
Lee Kantor: [00:00:12] Yeah, this is something I’ve been reading recently about the job to be done theory is about really understanding, becoming clear what it is the job that you’re doing that your clients are hiring you to do. And a lot of times, it isn’t obvious. And you might think your clients are hiring you for one thing but, really, they might be hiring you for something else. So, you got to really understand what it is your client wants, so you can help them get that outcome.
Lee Kantor: [00:00:41] So, in our case, clients aren’t really hiring us to produce radio shows. That’s an activity we do, but that’s not really what they want. Most of our clients are hiring us to elegantly meet and nurture more meaningful relationships with the people that matter most to them. That’s what they’re hiring us for. But it also helps our clients feel connected, important and have an impact in their industry when they hire us. So, that’s one of the things they might be hiring us for, but it’s not really the thing that they’re getting.
Lee Kantor: [00:01:14] So, you got to really probe for the underlying needs and play when you’re selling because most people services do a lot of things for a lot of people, and you might be focusing on one of the features of your product or service but not the true benefit that your client is trying to get from you. So, get clear on that, so you can deliver, and communicate, and articulate the messaging that says, “Okay, you got this problem, we solved this problem. It may look like we do this other thing but, really, we’re in the business to solve that specific problem.” So, if you can understand that clearly, then you can communicate better to your prospect that you are the right fit for them, that you can help them get the outcome they desire.
