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Stone Payton:
And we are back with BRX Pro Tips. Stone Payton and Lee Kantor here with you, Lee, when we go out into the marketplace, and we invite people to come on the show, the select portion of our serve process, why do you advocate asking someone to suggest, or recommend, nominate a guest as opposed to reaching out and inviting them directly in so many cases?

Lee Kantor:
What we’ve found over the years is that it’s about positioning. We’re always going to great lengths to change the positioning in the minds of the sponsor and the guest, in the minds of the studio partner and the sponsor. And what you always want to do is be the one that gets to choose, not hoping that somebody picks you. So, whenever we have an opportunity to create that dynamic, we tend to go for it.

Lee Kantor:
And in the case of asking someone to be a guest, when you’re saying, “Hey, would you like to be a guest on my show?” then you’re kind of being the one that’s asking them to pick you. If you instead say, “Hey, do you know anybody that would make an interesting guest on my show?” you’re not asking that person to be a guest anymore. You’re asking them if they know anybody that would be a good guest.

Lee Kantor:
And a lot of times, their answer is, “What about me?” And then, “What about me?” is no longer them say, “Yes, I’ll be a guest.” They’re saying now, “Please pick me.” You’ve changed the dynamic. They’re no longer kind of getting to decide. You’re deciding if they’re worthy enough to be a guest. And that subtle change of the positioning allows you to, then, at some point, sell them something in a more efficient way because you’re, now, if not peer to peer, you’re a little bit higher than they are because you have something that they want.

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sp_pro_tips_host_equals_expert.mp3 | Convert audio-to-text with Sonix

Stone Payton:
Welcome back to BRX Pro Tips. Lee Kantor and Stone Payton here with you. Lee, so often, prospective clients will walk into a conversation with us feeling like they need to do a guru show. They want to increase their authority. They want to increase their perceived expertise. And I think it’s almost an understatement to suggest that it’s counterintuitive to them when we say, “Look, one of the best ways to establish your expertise is to be the host, ask the questions, interview others.” Help us reconcile those two different ideas.

Lee Kantor:
I think the the biggest thing, and this is — again, we see this disconnect all the time. They think, in order to be an expert, they have to have all the answers. And in our model, by being the one with the questions gives them the authority, and it gives them that credential. If you’re hosting a show about what your best prospects do, you have to be the expert because you’re the host of the show. The credential comes with just the activity. If you’re not an expert, how are you qualified to host the show? Every guest thinks you’re an expert because you’re the host of the show. They wouldn’t be part of a show, unless they thought it was valuable to them. And if you’re the host or sponsor of the show, you must be part of that ecosystem, and it’s peer to peer at that point, or even more, you’re almost seen at the higher level than them because you’ve interviewed other people in that area.

Stone Payton:
And this extends well beyond the studio. We’ve experienced it in this market over the last 12 years. We were out in the marketplace. We can actually be in a group of people from virtually any ecosystem, and we’re seen as a peer or, in many cases, even as luminaries and thought leaders in that arena. And I mean, that’s from supply chain to wealth management.

Lee Kantor:
And then being the host of the show, how many hosts have had the opportunity to speak because they were the host of the show in that space?

Stone Payton:
Oh, yeah. That’s one of the tremendous benefits of this. People who really are on a path to increase their perceived expertise and their authority, pne of the things that happens almost 100% of the time is they start getting invited to present at conferences and-

Lee Kantor:
Or emcee events.

Stone Payton:
Or emcee events, yeah.

Lee Kantor:
And then, just an aside, with me, with Dr. Fitness and the Fat Guy, after me, I was the regular. I wasn’t even the expert on the show. I was the regular person on the show. I was asked by a publisher for Dr. Fitness and the Fat Guy to publish a book about how to raise healthy active kids. So, I don’t even have any credentials in wellness other than being the sidekick on the show. And then, I was asked to be part of a book.

Stone Payton:
I know you and I are bias, and we see everything through this Business RadioX lens. But for me, the return on investment is more than enough for that one thing alone that increases your perceived expertise and your authority in the marketplace.

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WhenTheShowEnds.mp3 | Convert audio-to-text with Sonix

Stone Payton:
Welcome back to Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you. Let’s talk a little bit today, Lee, about what we do, and what can and so often does happen in this room when the show ends. My favorite characterization for that point in the whole experience is the post-show glow. And for my money, it’s the whole reason we’re here, right?

Lee Kantor:
Right. This is an important component. You don’t want to rush this. That’s why we allocate an hour and a half for a show, that even though the show may last 30, 45, or even 60 minutes, we allocate an extra half an hour because we do not want to rush what happens after the show. We don’t want the guests ever to feel like they’ve got to get out of here. And we want to do everything in our power to kind of nurture those conversation, and encourage the chatter that happens after the show has ended. So, this is kind of your foray, and you do a great job of orchestrating this in the room here. But when we wrap it, when the episode ends, and we say, “We’ll see you next time on Atlanta Business Radio,” then, I look to you, and then you do your thing.

Stone Payton:
Yeah, that’s my cue to get started. You talked about follow-up questions in an earlier Pro Tip. To me, that’s the time to ask some follow-up questions and comment. “You know, Joe, when you mentioned early in your segment blah, blah, blah, that really struck a chord with me.” And it’s just the same thing you would do in another environment, like a cocktail party or another business meeting, to keep the conversation going. To me, that is so important to extend that experience. They want you to extend the experience. They don’t want to go anywhere. And you can learn so much and cultivate such a deep, rich relationship if you just take a breath, take the time, and invest that time and energy with the people in the room, and stay in the moment.

Lee Kantor:
Right. And help kind of facilitate conversation between the guests if there is a thing that one of the guests go, “Hey, there might be ways for you to work together,” or “You guys should definitely get to know each other.” Something you have to watch as a studio partner, if you have kind of a producer, if you’ve hired a younger producer especially, they tend to just go through a checklist, and want to rush this thing, and want to get them out the door because they want to be done, and they want to make sure they’ve done everything properly.

Lee Kantor:
It’s important to train them to kind of let — to breathe, like Stone said, and let the room kind of just talk, and let the show do what it does is kind of facilitate these conversations. And they work on their own if you just let the guest do what they want to do is chat and talk to each other. You don’t want to rush that moment. And then, when you feel it dying down, that’s when — when you see people looking at their watch or packing up, that’s when you want to say, “Okay. Now, it’s time to take pictures,” and then kind of try to kind of revitalize that a little bit.

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BringingBackPreviousGuests.mp3 | Convert audio-to-text with Sonix

Stone Payton:
Welcome back to Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, let’s talk a little bit about bringing back previous guests – pros, cons, timing, sequence, that kind of thing.

Lee Kantor:
One of the great benefits of our platform is that we can rekindle dormant relationships by bringing back previous guests. Now, typically, if they’ve come in the studio, we like to wait three to six months for bringing somebody back that’s been in here before. But if there is a sales opportunity, or something has come up, or something newsworthy has happened, we have brought them back sooner than that, Stone. And I think it’s good mojo to do that. And some of the ways that we have them come back to kind of demonstrate what it would look like if they did sponsor a show is we invite them back in and ask them to bring in existing clients.

Stone Payton:
And I’ve actually done that in the original episode. Maybe we discovered them in a house show. And you and I, during the course of that show, we identify them as a viable prospect, and we’ll just say right there on air, “I think it might be marvelous to have you come back, Joe, maybe with a delighted client, one of your most trusted market partners, and really explore that relationship, and how you guys are collaborating together to serve your ecosystem. What do you think? Would make a good segment?” And I don’t think they’ve ever said no.

Lee Kantor:
Exactly. And it’s a very elegant way to deepen a relationship and demonstrate the value that’s sponsoring a show.

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