BRX Pro Tip: 2 Things to Ask a Prospective Sponsor
Stone Payton: And we are back with Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, you know, we always say telling is not selling. You ought to be asking questions and learning. But when we’re talking to a prospective sponsor, what are some questions that we ought to be asking of them?
Lee Kantor: Well, one of the main things you should be asking a potential sponsor, you want to get clarity on who is their ideal customer. Like, you have to understand who are the most important people to them. Who do they want to know more of? Who do they want to meet? If you’re not a good fit from that standpoint, you’re not going to be able to solve their problem and you’re not going to be a good – they’re not going to be a sponsor for long.
Lee Kantor: And number two is once you’ve identified that you are in the right place to find their ideal customer, you have to be clear on what action do they want them to take once you’ve identified them. Do they just want to know that that sponsor exists? Do they want that sponsor? Do they want the person to buy from that sponsor? You have to get clarity on the action that they expect them to take so that you can kind of craft your sponsorship to make sure that you’re solving the problem that they really have.
Lee Kantor: And then, I’d like to add a couple of things that they don’t care about, especially when you first meet them. The prospect doesn’t care about when you started what you do, things like that. They really don’t care about that thing. The thing they care about the most is they want you to be able to help them alleviate some pain or frustration they have. If you can help them understand what it is that they’re really trying to solve, what problem they’re really trying to solve, or what outcome they desire, that is really the most important thing and the only thing they care about.
Lee Kantor: And if you have a solution that helps them alleviate that pain or remove that frustration, then they’re going to listen and they’re going to want to understand how you can possibly do that. And then it’s up to you to persuade them and get them to believe that you really do have a solution for their problem, that you really do have a way that’s going to alleviate that frustration or get rid of that pain.
Lee Kantor: So remember, focus on their problem exclusively, and the better questions you ask, then the more you are demonstrating that you are a potential resource to help them get to where they want to go.
