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Ray Johnson with Barrington Commercial Capital

May 3, 2022 by angishields

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Cherokee Business Radio
Ray Johnson with Barrington Commercial Capital
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This Episode was brought to you by

The Innovation SpotAlma Coffee

 

 

 

 

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CherokeeBusinessRadioRayJohnson-BWv2Ray Johnson is the Managing Director at Barrington Commercial Capital.

We know from experience that negative items on a piece of paper might not tell your client’s whole story and is a limited way of analyzing a funding application. ​ At Barrington Commercial Capital, we understand the importance of getting clients the additional funding they need.

Capital is the life’s blood of any growing business. Without it, an owner can have vision and drive, but will be limited in taking next steps and generating the powerful expansion and profit you are after. It doesn’t have to be like this: We can help!

Clients have many options when their business needs access to cash, but not all commercial finance companies have the same level of personal service. Barrington Commercial Capital has the expertise to structure a finance solution that is tailored to your clients’ business.

We provide business loans to companies of all sizes and in all stages of growth. No matter what type of business they own or what kind of plans you have for success, our financial specialists can find the right program to get your clients the capital they need.

Follow Barrington Commercial Capital on LinkedIn and Facebook.

What You’ll Learn In This Episode

  • Business financing
  • Real estate financing
  • Small business financing

Tagged With: Barrington Commercial Capital

BRX Pro Tip: Hire People Smarter Than You

May 3, 2022 by angishields

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BRX Pro Tips
BRX Pro Tip: Hire People Smarter Than You
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BRX Pro Tip: Hire People Smarter Than You

Stone Payton: [00:00:00] And we are back with Business RadioX Pro Tip. Stone Payton and Lee Kantor here with you this afternoon. Lee, this is one that has certainly paid tremendous dividends for us, hire people smarter than you.

Lee Kantor: [00:00:14] Yeah. You have to hire people who are smarter than you. And that should be kind of on the forefront of whenever you’re looking to add team members or to add partners or to add collaborators. These people have to be able to push you and they have to be better at whatever they’re offering than you are or anybody on your team is if you want your company to grow and become great.

Lee Kantor: [00:00:38] If you are the best there is in your company, then you are the ceiling. Then that’s as good as it’s going to get and it’s going to be hard to grow and hard to become great. So you have to constantly be looking for folks that are better than you, that can raise the bar for everybody in your organization and really push the organization into areas that you may not yourself be comfortable with today but that might be what is needed for tomorrow.

Lee Kantor: [00:01:03] So, always look around whenever you have a challenge or you’re struggling with something. Find the best in class that you can afford to help you move the ball and then raise the bar. And always – so always look for people smarter than you if you want your company ultimately to become as great as it can be.

BRX Pro Tip: Never Anchor Your Low Price

May 2, 2022 by angishields

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BRX Pro Tip: Never Anchor Your Low Price
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BRX Pro Tip: Never Anchor Your Low Price

Stone Payton: [00:00:00] And we are back with Business RadioX Pro Tips. Lee Kantor and Stone Payton here with you. Lee, there’s a lot of conversation for many of us in the business world around this topic of pricing. One key discipline, I think, though, is never anchor your price low.

Lee Kantor: [00:00:19] Yeah. This is so important, especially if your competitors are charging way less than you charge. One of my favorite stories in this area is a plastic surgeon that was addressing an onslaught of low-priced competition. So, she was going to the market by saying she fixes $500 nose jobs. So, she was acknowledging there’s people out there that sell $500 nose jobs and letting people know that that exists. But her positioning was she fixes them because what she’s implying is they’re not that great because they need fixing later on. So, you can either pay me now or pay me later. So,I like the way that she dealt with a low-priced competitor.

Lee Kantor: [00:01:02] Another way to anchor your price higher is to address it firsthand. Go, “Hey, some people charge $1000 a month. Some people charge $10,000 a month. We’re in the middle. And here’s why.” And explain why your pricing makes sense in your world. And if you start though low and don’t explain the context, then your prospect is going to have a hard time to go along for the ride and believe you’re going to be worth it down the road, because all they’re going to remember is that they could have been getting it for less somewhere else.

Lee Kantor: [00:01:38] So, I think that it’s important if you are going to have a low priced competitor in your market, you address it, but you address it in a way that gives the prospect some context and an explanation of why low may not be the best solution for them.

Rome Floyd Chamber Small Business Spotlight – Alli Mitchell with United Way, Macey Price with Specially Gifted Foundation, Dr. Joseph Vargo with Vargo Orthodontics, Jessica Frank and Kip Buford with Orange Theory Fitness

April 29, 2022 by angishields

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Rome Business Radio
Rome Floyd Chamber Small Business Spotlight - Alli Mitchell with United Way, Macey Price with Specially Gifted Foundation, Dr. Joseph Vargo with Vargo Orthodontics, Jessica Frank and Kip Buford with Orange Theory Fitness
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2022-04-28 rome chamber pic 1 of 3 2022-04-28 Rome chamber pic 2 of 32022-04-28 rome chamber pic 3 of 3

Tagged With: Alli Mitchell, Dr. Joseph Vargo, Hardy Realty, Hardy Realty Studio, Jessica Frank, Kip Buford, Macey Price, Orange Theory Fitness, Orange Theory Fitness of Rome, Rome Floyd Chamber, Rome Floyd Chamber of Commerce, Rome Floyd County Business, Rome Floyd Small Business Spotlight, Rome News Tribune, Specially Gifted Foundation, The United Way of Rome, Thomas Kislat, Vargo Orthodontics

Reframing Failure to Learning

April 29, 2022 by angishields

Access to this series is restricted to Business RadioX® Studio Partners.

BRX Pro Tip: Relationship Building Moments

April 28, 2022 by angishields

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BRX Pro Tip: Relationship Building Moments
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BRX Pro Tip: Relationship Building Moments

Stone Payton: [00:00:00] Welcome back to Business RadioX Pro Tips. Lee Kantor and Stone Payton here with you. Lee, today’s topic, relationship building moments.

Lee Kantor: [00:00:10] Yeah. This is something that’s key to our organization. This is key to what makes us different and how we address serving our clients. If you believe like I believe that people only do business that they know, like, and trust, you have to implement that as part of your way that you nurture a prospect into a client. And once you’ve identified what your ideal client persona looks like, you have to come up with an elegant way to communicate with them in order to build and nurture a relationship that can turn into a selling opportunity at some point.

Lee Kantor: [00:00:49] And at Business RadioX, we do this through four relationship building moments. That first relationship building moment is the invitation. We invite a stranger onto a show that we have reverse engineered to be about them. We are there to support and celebrate their work and we invite them on a show that allows that to occur.

Lee Kantor: [00:01:10] The second relationship building moment is a scheduled pre-interview call to see if they are a good fit for the show, to explain what’s going to happen on the show, to explain how they can get the most out of it, how they can position themselves, to make sure they’re the right fit for the show.

Lee Kantor: [00:01:29] The third relationship building moment is the interview where we support and celebrate their work. We hold them up. We help them become successful. We help them articulate their message. We help them look great and smart and special.

Lee Kantor: [00:01:43] And then, the last relationship building moment we have is when we do a post interview call where we show them how to get the most out of their interview, how to leverage it, how to share it, how to make money from it.

Lee Kantor: [00:01:57] So all of these stages, we’re providing value and continuously educating them about our service and how we might be able to help them down the road. We always serve them before we try to sell them anything. Everything is done with the intention for them to know us, for them to like us, and ultimately to trust us. They can see that we are on their side. They can see that we are trying to help them become successful.

Lee Kantor: [00:02:20] And if we do this well, enough of them are going to raise their hand and say, “You know what, I am going through this challenge and I think that you can help me solve the problem that I’m struggling with.” And that’s what makes our media platform different than all the others and what makes us special and it helps us serve our clients.

The Wrap Podcast | Episode 053: A Crash Course in Fraud Protection for Businesses | Warren Averett

April 27, 2022 by angishields

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Birmingham Business Radio
The Wrap Podcast | Episode 053: A Crash Course in Fraud Protection for Businesses | Warren Averett
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No business is immune to fraud, yet few businesses are proactive to examine their own risks. The trust in long-time employees, the convenience of automated payment systems and the simplicity of internal processes can all lull businesses into a false sense of security. And a false sense of security can quickly turn into financial hurt for your business due to fraud.

So, what can businesses do practically to protect themselves from fraud?

In this episode of The Wrap, Tammy McGaughy, CPA/ABV, CFF, CFE, who specializes in helping businesses identify and correct fraud instances, joins our hosts to discuss fraud protection for businesses.

After listening to this episode, you’ll be able to:

  • Be aware of some of the most common types of fraud in businesses
  • Grasp why there has been a recent uptick in business fraud cases and understand the causes of fraud
  • See why having company credit cards can make your organization more vulnerable
  • Implement immediate tactics that can help with fraud protection for businesses
  • Know how to effectively monitor your organization’s fraud risk (without being in multiple locations at once)
TRANSCRIPT

(00:00:00) Commentators: Hey, I’m Paul Perry. I’m Kim Hartsock and you’re listening to the Wrap, a Warren Averett podcast for business leaders designed to help you access vital business information and trends when you need it. So, you can listen, learn and then get on with your day. Now let’s get down to business.

(00:00:20) Kim Hartsock: Today we’re talking about something that a lot of business owners don’t want to talk about, but they need to talk about and that’s fraud.

(00:00:27) Paul Perry: Absolutely. I mean, U.S. businesses lose billions of dollars each year to fraud. We understand that business owners have less time to focus on all aspects of their business and the daily operations when they are having to focus on the potential fraud that’s out there, and they become very vulnerable. Luckily for our listeners today, we have Tammy McGaughy out of our Fort Walton Beach office with us to talk about some of those risk factors and what business owners can do to kind of help minimize that risk. Tammy, welcome to the show.

(00:00:57) Tammy McGaughy: Thank you, Paul and Kim. Thank you for the opportunity to share my experiences in investigating frauds. As Paul mentioned, I’m a Member in the Fort Walton Beach office. When I first started learning about fraud, I really had to train myself to think like a fraudster. Naturally being a CPA, I have a certain level of skepticism when I’m doing financial statement audits. But when I became a certified fraud examiner and certified in financial forensics, I feel like the game had changed. Today, I investigate frauds and I do help businesses address risk of fraud within their organizations, you know, to help them become less vulnerable. Thank you for the opportunity to speak.

(00:01:43) Kim Hartsock: Yeah, we’re glad to have you, Tammy. Just to get started, maybe it would be helpful to our listeners, just for you to explain. I know there are several types of business fraud. Maybe you can just go over some of the main ones that you focus on.

(00:01:57) Tammy McGaughy: Sure, Kim. Generally, what I see surrounds the disbursement schemes, where someone would receive funds through unauthorized disbursement methods. We’ll go over some examples.

Probably the very good example is just payroll fraud. Payroll fraud schemes can be anywhere from one paying themselves additional pay to writing an extra check during a payroll cycle. Sometimes one may pay themselves a bonus above their normal pay. Another example in payroll fraud is someone who may be coding more hours for not working but getting paid.
Or taking vacation and not recording the vacation in the leave system. So, payroll is a prevalent type of fraud that I see quite often. Another one is check fraud, similarly to payroll, is where someone is receiving monies through unauthorized means. An example would be writing a check to themselves and being able to get monies that way. Or, writing a check to cash and then taking the cash and using it for their own benefits. Some of the more sophisticated would be maybe writing a check to a fake vendor, or even sometimes it may be a legitimate vendor, knowing that they’re paying for more than what it is required, then, getting a refund and intercepting that refund when it comes back. So those are examples of check disbursement fraud. Another example would be expense fraud. We see this quite often where it’s more of a reimbursement type scheme where an employee may be submitting reimbursement from their employer for items that are more personal in nature and not business-related.

They were getting that monies that way. Or they may be using a company credit card for personal items and passing those along as the business’. So, you know, payroll fraud, check fraud, expense fraud. Those aren’t really on the disbursement side, but I do see quite often another type of fraud, which is more difficult, but it does happen.
And it’s more of understanding relationships with your employees and vendors, but it has to deal with kickbacks which are off-the-books type of fraud and where you’re looking for potential relationships that may be unusual in nature. Maybe your company doesn’t work for or pay a specific type of vendor, and having a payment go to that vendor might be a relationship or an unusual transaction that you need to look at.

But kickback generally involves where the perpetrator has caused a payment to a third party and then the transactions between that perpetrator and the third party occur. It’s off the books, but I have seen kickbacks as well. So that, again, Kim, those are just some general natures of disbursement type schemes that I’ve found in cases that I’ve looked at.

(00:05:27) Paul Perry: Listeners know that anytime I get an opportunity to talk about controls, I’m always going to bring that up. I think this is a great segue, right? Because a lot of what you do from a fraud detection and a PR communication of fraud prevention definitely deals with controls and sometimes the lack thereof, so I think it’s always a good meshing of those conversations. This next question for you is somewhat loaded, you know. What really causes the business fraud and how can a company determine their vulnerability? I have imagined what has happened in the last two and a half years probably is not helping the situation, right?

I’ve had lots of phone calls. I know you have too. But I think, dispersing people from a workforce perspective overnight and disrupting their daily operations – whether those are legitimate operations or not – probably caused people to start leaving those companies. Nobody had anything written down and now all this fraud is probably starting to come up.

I can only imagine that question of “What causes business fraud?” has been exponentially increasing over the last couple of years, due to the nature of business right now. Would you agree?

(00:06:35) Tammy McGaughy: Oh, absolutely, Paul, I have seen an uptick in fraud cases that I’ve investigated. Generally, what I’m seeing and what causes it – there’s a couple of different things that we look at. Personal greed is one where someone is just greedy. They have the wheeler/dealer type attitude, and they’re going to commit fraud within your organization. Sometimes, it’s the lifestyle of someone that they’re trying to maintain a habit. You know, they may be supporting a gambling habit, or some sort of an addiction and they made a means to fund that addiction or that habit. Sometimes, a fraud occurs because an employee may just want revenge against their employer.

You know, they may feel that they’re not treated properly, or they’re not compensated enough, and they will commit fraud through just every vengeful type of mentality. But, you know, you make a good point. All companies are vulnerable to fraud. So, there is not a foolproof measure that you can take to mitigate the fraud because everyone’s fallible.

I’ve heard the rule that 1/3 of the workforce would never, ever commit fraud. I’ve heard also that 1/3 would commit fraud if they thought that they could get away with it. Then, 1/3 would do it regardless. So, we do have a mix of people within the workforce. Depending on the circumstances, COVID being a great example where there are less controls in place. You know, there’s more opportunity available that everyone’s vulnerable.

(00:08:27) Commentators: Want to receive a monthly newsletter with Wrap topics? Then, head on over to warrenaverett.com/thewrap and subscribe to our email list to have it delivered right to your inbox.

(00:08:37) Kim Hartsock: Now, back to the show.

(00:08:41) Paul Perry: To piggyback off that just a little bit, business owners that are sitting out there listening to this, going, “Susie” – and I really apologize to anybody named Susie because every time I use a fraud case, it’s usually Susie doing something. I probably need to use like Tim or Scott, but Susie has been with me for 30 years.

“So, there’s no way she could be doing that.” Right. How many times have you heard that statement or even when you find something or you bring something to somebody’s attention that may not be a direct allegation… it may be, “Look, this is abnormal. We really need to have this discussion.”

They’re like, “Oh, it’s Susie. Susie’s not going to be doing that to me.” That has to be part of your daily discussions with folks.

(00:09:24) Tammy McGaughy: And it is. It’s trust. I mean, you can have trusted long-time employees, but there’s the adage of “Trust, but verify.” You know, people realize that yes, you do place a lot of trust in employees because you can’t be in all places at once.

You do have that level of trust, but sometimes the trust is abused. A lot of cases that I’ve seen, that is in fact what happens is they’ve trusted this employee. They never expected that this employee would do something like that. And then they’re upset about it afterwards. We’ll go over some good advice later of what you can do as a business owner, just to make sure that you are monitoring and that you do have some mitigating controls in place. You can’t have a failsafe segregation of duties or failsafe plan to prevent fraud, but you definitely can have some things in place that help reduce the risk of fraud.

(00:10:31) Kim Hartsock: Tammy, Paul touched on this. There are controls that are necessary that will help businesses prevent, but also help them detect fraud, right? Because most of the time when we find out about fraud, it’s been going on for quite some time. And that’s the track record of fraudsters is they may be doing it for some reason, and they get away with it and then they get a little more bold and they go a little bigger and they start to do it longer.

Then, by the time we find it, you’re into the seven digits of dollars that the company has been defrauded from. So, if I’m a business owner listening to this and I’m having a panic attack because maybe I haven’t had some of these controls in place, what are some things that I can start doing today that will help me prevent and also help me detect if there is fraud going on?

(00:11:33) Tammy McGaughy: That’s a great question, Kim, and there’s a couple of things that a business owner can do. I’m going to say the first thing is just reviewing your internal controls, making sure the functions that you have going on and that there’s proper segregation of accounting duties.
What that means is just making sure one person doesn’t have complete control of a transaction cycle from the initiation all the way to the record keeping. So, authorization is separate from someone who has custody of records. From someone who is doing record keeping, and we can go back to the example, you know, the payroll was one of the frauds that I deal with and looking at the segregation of accounting duties and the payroll system.

You know, separating, hiring and setting up employees and in your system, keep that separate from someone who is actually processing the payroll. Then, once payroll is processed, just making sure that there are some review and approval steps going on and then reconciling the bank accounts.
It makes sure that there’s people involved in those steps of the payroll cycle. So, understanding your transaction cycle and making sure that there’s not one person that has control from start to finish. That’s just known segregation of accounting duties.

Second is just know your employees. When you’re hiring new employees, do a background check. If you know, prior to hiring that employee, they may have been convicted of fraud, they may have poor credit or there may be something in their background that you really don’t want to be part of your organization. It may be a motivation for them once they do become an employee to commit fraud. So, know your employees.

Of course, third would be just maintaining internal controls. I know we’ve talked about the segregation of duties, but understanding what procedures you have in place and are those procedures being followed? You may have some great procedures, but if they’re not being followed, then it’s not a good thing.
The most important is education and understanding. You know, what are some red flags? What are some risks to be aware of that, in the different transaction cycles, how could fraud occur and then training on that? You know, everybody within an organization has a role to help reduce fraud and so education to your employees and understanding what those red flags are is impactful.

(00:14:34) Paul Perry: Those are really good points, Tammy. One of the things that I do when I go out to companies… You talked about it at the beginning of this episode of having that heightened sense of awareness, right? So, when I go to an organization, the first thing I do is a parking lot audit, right? I’m checking out what’s out there and if something sticks out. No offense to any Maserati owners, but if I go to a parking lot and I see a Maserati that is not parked in the president spot or the CFO spot, I’m going to ask, “Hey, who’s that? I’m a car guy. That’s an awesome car. Who has that? I’d love to talk to that person.” When I find out that’s the AP clerk, right? That’s my cue. I think you’ve done this so much and I get accused of this a lot is I bring “Chicken Little” to the conversation a lot and I suspect things before they happen, but it’s because you’ve seen it so much and you can’t not.

(00:15:28) Tammy McGaughy: Oh, absolutely. I agree. The lifestyle: does it make sense based on the position that the person is? Lifestyle is big. If all of a sudden, and there’s a couple of things: lifestyle, it could be a change in behavior. This person may have had an even-keel behavior, then all of a sudden, they become very controlling or something that just doesn’t feel right.
There may be something going on. It may not be fraud, but it could be that they’re committing fraud and you’re just starting to find the tip of it. So, those are very good points.

(00:16:07) Paul Perry: So, some business operations that put their company in position that subjects them to a higher risk.You’ve talked about that a little bit in your experience and what you’ve seen. What can companies do to really minimize that risk of business fraud? Again, not take it completely away but if you don’t open yourself up to that susceptibility, maybe it helps going forward.
So, what are your thoughts?

(00:16:32) Tammy McGaughy: There’s just a couple of things that the companies can do is: one, if you have an expense policy where you’re reimbursing it, just make sure that you have a good review and approval process, make sure that someone’s reviewing the details and that the expenses are being approved properly.
If you have a company credit card, we really try and stay away from company credit cards, because that is an area where we have seen a lot of abuse. So just avoid company credit cards. If you have something that you need to purchase, then have the company purchase it on your behalf. But no company credit cards, if at all possible. Surprise bookkeeper audits is good. Make sure that you on a periodic basis are reviewing stuff. You know, it makes the person know that that their work is going to be looked at. Reviewing bank statements: I think that is a huge thing that someone can do. The bank statement will show anything that may stick out as unusual. As a business owner, that’s an easily once a month type thing. You know what the nature of your business is.

You could easily tell if there is something that sticks out. Another thing is sometimes companies have advanced accounting systems. And if you do have an advanced accounting system, use the system to detect fraud. Maybe you have some parameters set in your payroll system. Anyone that if their paycheck goes over a certain threshold, say it’s a 10% increase in the pay from previously, then, it’ll flag it. And so, the controller or a business owner can actually review those indications, that something is unusual. So, is it like a red flag in that system?
So, I mean, those are like simple things that you can do to minimize the risk in your business.

(00:18:44) Paul Perry: And I want to also relate all of our listeners back to episode 26, where we talked a little bit about controls improvement for companies. And that was a very similar discussion, a lot of the same things.
You mentioned bank reconciliations, and I would say that in a hundred percent of your fraud cases where there was fraud, but there was a bank reconciliation that wasn’t done over a month old, right? It means that that’s a quick indicator. If I’ve asked for bank reconciliation and it’s been more than a month and I still don’t have it, there’s a reason.

(00:19:17) Kim Hartsock: Yes. Tammy, we’ve covered a lot of things for our listeners today and we always try to wrap it up in 60 seconds or less on these episodes. What do you want to leave the listeners with today? What are some specific things that you want them to walk away with and remember?

(00:19:33) Tammy McGaughy: Probably the most important thing is just to monitor. You may not have enough money and systems in place to have full control over your accounting or business systems.
But monitor. I think sometimes perception is enough. If someone thinks that you’re reviewing their work, then they may not be as eager to commit fraud. But monitor, even if you have the most trusted employees, because it will let them know that that their work will be looked at. So, monitor would be my best advice.

(00:20:14) Paul Perry: Tammy, I enjoyed the conversation. Thank you for being with us today. I think this was a good discussion. Thank you.

(00:20:20) Kim Hartsock: That was great. Thank you so much, Tammy.

(00:20:22) Tammy McGaughy: You’re welcome. Thank you.

(00:20:24) Commentators: And that’s a wrap. If you’re enjoying the podcast, please leave a review on your streaming platform. To check out more episodes, subscribe to the podcast series or make a suggestion of other topics you want to hear, visit us at warrenaverett.com/thewrap.

Tagged With: Warren Averett

BRX Pro Tip: What is Frustrating Your Prospect

April 27, 2022 by angishields

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BRX Pro Tip: What is Frustrating Your Prospect
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BRX Pro Tip: What is Frustrating Your Prospect

Stone Payton: [00:00:00] And we are back with Business Radio X Pro Tips. Stone Payton and Lee Kantor here with you this morning. Lee, there’s all kinds of questions that we should be asking ourselves as we prepare to try to help a prospective client. But perhaps one of the most important is, what is frustrating your prospect.

Lee Kantor: [00:00:22] Yeah. This is something that requires you to be a good listener and to dig deeper than you think you should be digging. Typically, a salesperson is trying to solve a prospect’s problem, and solving the problem is table stakes. You have to be able to solve their problem. That goes without saying. But if you really want to sell the person and ultimately keep them around for a while, then you’ve got to dig a little deeper to understand what is truly frustrating this person. What is it that they wish that they could – what’s a world that they wish could exist that they’re not kind of living in right now? And if you can kind of identify and try to relieve that frustration, then you’re going to be able to increase sales.

Lee Kantor: [00:01:02] Solving the problems are kind of an intellectual challenge, and then you’re going to explain, okay, our thing does this and that’ll solve your problem. But if you can get to the frustration – frustration is more of an emotional problem. This is something that has been back burner, that’s been bugging them, that’s been poking at them for a long, long time. And they’ve just accepted that that’s just kind of the way it is.

Lee Kantor: [00:01:24] So if you can really relieve some of that frustration, then you’re going to really have a great chance to make the sale. So, obviously, solve their problem, figure out a way that you can make that problem go away, but dig deeper to find out what it is that’s really frustrating them, what’s really at the heart of what that’s keeping them up at night, not – the problem sometimes is just kind of the superficial thing that they think they need to solve. But the frustration is deeper and it’s more emotional. So, dig deeper, uncover what that is, and try to solve that. And then, you’ll be on your way to more sales.

BRX Pro Tip: Create Content Your Prospects are Looking For

April 25, 2022 by angishields

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BRX Pro Tips
BRX Pro Tip: Create Content Your Prospects are Looking For
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BRX Pro Tip: Create Content Your Prospects are Looking For

Stone Payton: [00:00:00] And we are back with Business RadioX Pro Tips. Lee Kantor and Stone Payton here with you. Lee, when it comes to content marketing, thought leadership, promotion, it’s really important. It sounds so simple but create content your prospects are looking for.

Lee Kantor: [00:00:19] Right. And when I’m saying – and when you say that, it’s important to understand, create it so that it’s on your website in the exact words that your prospects are using because this is the power of search engine optimization, and this is at the heart of it. You have to understand what your prospects are searching for that you want to appear as the solution.

Lee Kantor: [00:00:42] So in order – and the easier way to do that is to put that actually on your website and that’s why frequently asked questions sections are important on a website. If you can type in a question that your prospect is searching for, verbatim, in the language that they use to search, and then have your answer to that question, then when they search, that question is going to show up as an entry, a search entry, and your answer is going to be there when they click on it to go and see what you said about it.

Lee Kantor: [00:01:13] So if you can ask and answer the questions that most people want to know on your website, your website is going to be a result and you’re going to show up when your prospect is looking for an answer of something that you can deliver on. So, make sure when you’re creating content that you’re addressing verbatim what your prospects are searching for. Your website has to include some of the answers to the questions your prospects are searching for, like verbatim, not kind of not in your own kind of words. Use the words of your prospects throughout your website so that your website comes up as the search entry when your prospect is looking for a solution like yours.

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