BRX Pro Tip: Who Has Your Next Customer As Their Current Customer?
Stone Payton: And we are back with Business RadioX Pro Tips. Stone Payton, Lee Kantor here with you. Lee, you brought this up not too long ago and it’s an interesting question and the way you posed it was, who has your next customer as their current customer?
Lee Kantor: Yeah, this is an interesting way to look at possible place to find customers. Just think about where your next client is currently spending the money they could be spending with you. So where are they investing their advertising dollars or marketing dollars? Right now? They’re spending it somewhere. They’re just not spending it with you. So when you think about where they’re advertising, where they’re marketing, where they’re sponsoring, just start listing all of those places.
Lee Kantor: Think about what associations are they investing their time and money in? What events are they attending and sponsoring? How are they currently marketing? Are they doing cold calls or are they using pay per click online? Are they doing email marketing, trade shows, non profit sponsorships, luxury boxes at sporting events, country club memberships or sponsoring golf tournaments? All of those things start listing and understand how they’re spending the money, how much money they’re spending and what are they getting out of each of those things.
Lee Kantor: Once you’ve kind of identified who’s sponsoring what and what their expectation is now, how can you show them that you are a more effective use of those marketing, sponsorship and advertising dollars? How can you show them and demonstrate that you are a better place for them to be spending their money and a better place to be investing their marketing resources? How are you going to solve their problem better than they are currently trying to solve it with these other things? If you can kind of start thinking in those terms, this is going to open up a whole new pile of prospective clients for yourself. And once you’ve done that, now you can reach out to them and explain why you’re a better fit and a more effective use of their marketing and advertising resources.
