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How Can You Leverage Your Network to Serve a New Sponsor?

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Stone Payton:
And we are back with BRX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, you are so good at this. I want to ask you to talk about it a little bit. How can we leverage our existing network to serve a new client, a new sponsor?

Lee Kantor:
One of the benefits of operating your own Business RadioX Studio is that your network is very diverse. You have interviewed or been part of interviews of people in a variety of industries that most people really don’t have access to. Most people work in a certain field, and they know certain types of people, but because you interview people from all across the business community, you have a very wide and deep network.

Lee Kantor:
So, when you have a new sponsor, one of the most generous things you can do to really help them have a successful launch is reach out to your network and make a connection. I do these all the time, “Bob, meet Mary. Mary, meet Bob.” And then, get them together, and so they can start helping each other. So, now that your new sponsor can reach out, and then take it from there, and then start building a relationship, you’ve served both of those parties. You’ve made it easier for the sponsor to make a new friend and maybe meet a new potential prospect or client for them. And you’ve helped the past guest get onto another show to help give them more exposure and get the word out about their work. And they might have a new business acquaintance that can help them in their business.

Lee Kantor:
So, by being this kind of mega connector, you are really living into the mission that we’re trying to help our studio partners do in the markets they serve is to being that de facto media outlet, that hub, of business knowledge and influence in their market.

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How Do You Help a New Client Design the Right Show Concept?

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Stone Payton:
And we are back with BRX Pro Tips. Lee Kantor and Stone Payton here with you, Lee, it’s the heart of our process. This is what I think puts us in a position to genuinely serve our clients. How do we help a new client design the right show concept?

Lee Kantor:
This is one of the finest part of the job because this is where the potential client comes in and, invariably, they want to do a show about whatever they do. If they’re an accountant, they want to do the accounting show. If they’re an insurance person, they want to do the insurance show. One of the first things that we like to tell them is the great idea, let’s hold that idea over here to the side, but let’s dig into who your best client is. Let’s try to understand and really kind of articulate the ideal client you’d like to clone. Who is the person you want more of? What client would you like to have over and over again?

Lee Kantor:
When you have conversations about that, you can move the sponsor into thinking, “You know what, it is better if I focus in on my best client or my best prospect because if I had more of those, that would move the needle in my business. It is less important for me to show how smart I am about whatever topic I have. I have plenty of time to do that, but what I don’t have and most of them don’t have is a machine that brings the right prospect in front of them in a predictable, reliable manner,” which when you host a show about the specific niche, about a specific group of people, that does that. It becomes a machine. And then, now, they have a tool they can use to go out to the marketplace and request more of these type people because your company is sponsoring a show that is putting the spotlight and celebrating the work of this individual person, this type of person.

Stone Payton:
So, everything you’re saying is right, of course. But I think one of the things that we do to serve people particularly well in this regard is the process of landing on that right show concept. It really does need to be a process of mutual discovery, a co-authored show concept that they really embrace and buy into. And I think you do that particularly well. But I think just going into it with the mindset of co-creating a show to deliver desired outcomes is so much more powerful than “Sit down, shut up, give me your milk money, and let me teach you how to do this.”

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Why Sponsor a Show That Doesn’t Focus on the Listener

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Stone Payton:
Welcome back to Business RadioWorks Pro Tips. Stone Payton and Lee Kantor here with you. Lee, for today’s topic, why develop a show, sponsor a show if that’s not going to focus on the listener?

Lee Kantor:
Focusing on the listeners kind of a — it’s a dice roll, and it’s something that sounds good on paper. And in the minds of a lot of people, they think that that’s going to build them some passive income. In our model, we focus in on the outcome that the sponsor desires. And in most cases, it’s to get more clients. So, we find that it’s more profitable, it’s more predictable, it’s more reliable to focus in on your guest as the audience that you care about and just create a show that brings those guests, which are your best prospects in the room in a very predictable manner.

Stone Payton:
So, you really are focusing on the listener, you really are focusing on the audience, you’re just redefining the audience and, specifically, gearing this thing to serve them.

Lee Kantor:
Right. Otherwise, you’re trying to create a large number of kind of anonymous people that may or may not like the content, that may or may not like you as a host, that may or may not like your guest or the information that’s being there. So, if you focus in on the guest and create an environment that they’re happy to come in, they want to come in, they want to share their story, they appreciate you for making it happen, we find that you’re going to have a better ROI for the activity.

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