BRX Pro Tip: Outcomes vs. Activity
Stone Payton: [00:00:01] Welcome back to BRX Pro Tips. Lee Kantor, Stone Payton here with you. Lee, today’s topic, outcomes versus activity.
Lee Kantor: [00:00:10] Yeah. This is really a key point when you’re doing any type of selling, especially consultative selling. You’re not really selling the thing you think you’re selling. And the prospect isn’t buying the thing they think they’re buying. When they come to work with us, they might think that they’re buying radio or they’re buying a radio show. And in some ways, they’re buying that. But in essence, what they really are buying is the outcome that they get when they’re doing their show properly.
Lee Kantor: [00:00:39] What they want is to recreate the feeling they got when they were a guest on the show. Those are more the actual things that they’re buying. So, in order for them to buy the thing you’re selling is you really have to get to the why, that’s layers deep in the experience. So, you have to remember, they’re not buying a radio show. They’re not sponsoring a radio show. They are buying a tool that helps them get in front of hard-to-reach people.
Lee Kantor: [00:01:05] They’re buying something that’s going to help them sell more stuff. They’re buying something that’s going to help them nurture relationships with people that are important to them. They’re buying status in their ecosystem. They’re buying a platform in which to share the stories of the people that are serving them. All of these things are the things they’re buying. The radio show is just the thing we’re selling to help them achieve that desired outcome.
