BRX Pro Tip: 2 Questions to Ask if You Want to Make the Sale
Stone Payton: [00:00:00] Welcome back to Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, do you have a few go-to questions that you like to incorporate that you like to ask in the sales process?
Lee Kantor: [00:00:14] Sure. In our business, we try to find sponsors of shows and that’s what we’re working on everyday in our studios. And two questions that I like to ask any potential sponsor, first and foremost is I want to be super clear who their ideal client is. I want to know who it is they want to build relationships with. Who are those most important people that they want to know more of and serve. These are the people that they want to either nurture existing relationships with or build new relationships with. So, I have to be super clear on who that ideal client is and make sure that they are the person that writes them checks or refers business to them. That is a must have. I have to know that.
Lee Kantor: [00:01:01] And then, secondly, I have to understand clearly what is the metric that matters most to that potential sponsor. Do they want more top of the funnel leads? Do they want more closed sales? I have to understand exactly what that metric that matters most to my client is. If I’m not clear on that, I can’t really determine if my service is going to help them.
Lee Kantor: [00:01:26] Like, if they tell me that they want to do a show on Business RadioX and they want the biggest audience possible, I have to tell them, “Well, that’s not what we do. That is not our superpower. We are not an audience-driven business. We are a guest-driven business. We help our clients build more relationships with the guests on the shows. That’s what we do. That’s our superpower.”
Lee Kantor: [00:01:50] So, if I don’t ask them this and I do not get a clear answer and to get agreement that they want more relationships with the people that matter most, then I can’t really serve them properly. So, I have to understand that at the end of the day because I want them to keep being a client. And if we’re aiming at two different things, I can’t really deliver the value that they want and I can’t really serve them in the best way possible.
Lee Kantor: [00:02:18] So, I have to get clarity on who it is they want to build relationships with, and I have to get them to articulate that they want more relationships with that bottom of the funnel person, not the top of the funnel person, because our business is about building relationships with the people that matter most, not the most people.
