BRX Pro Tips

BRX Pro Tip: Focus on Fewer Things

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BRX Pro Tip: Focus on Fewer Things

Stone Payton: [00:00:00] And we are back with BRX Pro Tips. Lee Kantor and Stone Payton here with you. Lee, it really is important if you’re going to get maximum results, we have to exercise the discipline to focus on fewer things.

Lee Kantor: [00:00:15] Yeah. It is much better to be spectacular at a few things than just being okay at a lot of things, especially in a small business. Don’t be afraid to relentlessly prune your lowest performing offerings and the work that isn’t really becoming effective or paying off. Don’t be afraid to fire your lowest paying clients who are causing you the most stress. Less is more for a small business, as long as you’re less is pretty awesome. So, focus on being great at fewer things and you will be a lot less stressed, you’ll be happier, and your business will grow.

BRX Pro Tips

BRX Pro Tip: Be the Go To Person in Your Niche

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BRX Pro Tip: Be the Go To Person in Your Niche

Stone Payton: [00:00:00] And we are back with Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, you say so often, “Be the go-to person in your niche.”

Lee Kantor: [00:00:11] Yeah. I think it’s important to, again, differentiate yourself from everybody else in your business community. And you want to get to that status of the go-to person. You want to be the person that people go to when they have a need. So, how do you do that? Something we do very well at Business RadioX is we reverse engineer things. So, if you want to be the go-to person, what are some of the things you can reverse engineer in order to be that person? Do something that builds community. That’s something that if you can do that effectively, then you’re going to be indispensable. So, build that community for the niche you want to serve.

Lee Kantor: [00:00:50] Know all the players. Kind of understand who’s great, who’s okay, who’s a specialist, who’s not so good. If you know all the players, and you know who is the best in class at a certain thing, you become indispensable. What associations, what events, what groups are must-attend? Be visible at those events, serve those events, volunteer, take leadership positions on those events and those associations. What kind of thought leadership do you have that you can create individually or you can curate and share with your community? If you do those things, you’re going to become indispensable. You become the go-to person in that niche.

Lee Kantor: [00:01:32] And the more of these kind of things you can do to be the go-to person, guess what? You’re the hub of that network, and you are the go-to person. You are indispensable. You’re going to be the place that people go to when they want whatever it is your a business is. So, I think it’s a great aspiration for everybody to try to be the go-to person. And in order to do that, you have to do the work, and you have to separate yourself from everybody else and make it happen.

BRX Pro Tips

BRX Pro Tip: The Money Conversation

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BRX Pro Tips: The Money Conversation 

Stone Payton: [00:00:02] And we are back with BRX Pro Tips. Lee Kantor, Stone Payton here with you. Lee, let’s talk about the all-important money conversation.

Lee Kantor: [00:00:10] Yeah, it’s important to know what a sales win looks like for your prospect in terms of dollars. That way, they know if they can afford the service, if it makes financial sense to invest in a Business RadioX show. And you should never duck the money conversation and you should never get defensive about it. The fees are what they are. And if the client or prospective client has trouble with that amount of money, then it’s just not the right fit and you shouldn’t force it. But it’s important for the prospective client to understand the value that you’re delivering and not the service you are providing, because those are two different things.

Lee Kantor: [00:00:47] Their show is going to work for them 24/7. They’re not paying for time in a studio. You know, their show is an asset for them to leverage every day, every week, every month. That’s Google search result that they’re going to get every time their guest comes on a show that’s now pop to the number one result, that’s going to benefit them and their guest time and time again. So, you do not want to sell, you know, just time and and materials. What you’re offering has a lot of value, so do not be afraid to talk about the money and the ROI and things like that.

Stone Payton: [00:01:22] Well, we could and perhaps we should at some point do an entire full day, full two or three-day workshop on the money conversation. Well, a couple of quick tidbits that I will bring to light, look, many of the people you’re speaking with have never and, I mean, never, ever had a green dollar ROI conversation about anything related to marketing or media. So, it’s a new conversation for them. And so, you just have to recognize that and have a little bit of patience. And be forthright and upfront in, matter of fact, with your conversation and in articulating your fee structure.

Stone Payton: [00:02:00] And like Lee said earlier, don’t duck the question. When they ask you what it costs, you tell them $2,342.17. You don’t back off of it, you don’t hmm and huh, you don’t talk about ranges. You lay it out for them. Have the conversation. And look, if they are not prepared to make that financial investment at this point, you may be too early or too late to help them. And again, we’ve said this before, Lee, if that’s the case, probably more so than virtually anyone else in the marketplace, we can come back and try to help them again six months from now.

Lee Kantor: [00:02:32] Right. And remember, focus on the value you’re delivering, not the activity that you’re doing. That relationship that that prospect meets with for an hour when they’re in the studio and that person now sees them totally different than they saw them before, that didn’t happen by accident. It happened by design, because we have a system that elegantly puts hard-to-reach people in front of our clients every single day. And it’s working for them. They should happily pay for it. And you should not worry about the money. As long as it has an ROI, they should be happy, you should be happy.

BRX Pro Tips

BRX Pro Tip: Leveraging Your Local SBDC

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BRX Pro Tip: Leveraging Your Local SBDC

Stone Payton: [00:00:01] Welcome back to Business RadioX Pro Tips. Lee Kantor and Stone Payton here with you this afternoon. Lee, you know, we often will say we’ll take all the help we can get, but we have really been more diligent, I think, in trying to live in to that philosophy. And one of the things that we’ve really come to appreciate is this opportunity to leverage your local small business development center, your local SBDC. Talk about that a little bit.

Lee Kantor: [00:00:28] Sure. During a recent GSU Entrepreneurship show that we do out of Georgia State University, we got a chance to meet somebody at the SBDC out of GSU. And they’re usually affiliated with universities. That’s usually where they work out of. And so, we got to meet a guy named Paul Wilson. He’s the area director. And he was kind of enamored about what we do. And we got a chance—you got a chance to kind of see it, live it. And then, he invited us and said, “Hey, there’s ways that we might be able to work together, one of which is no charge. SBDC works, and it’s all part of the Small Business Association, so there’s no charge to business owners. So, that’s really a no harm, no foul.” So, Stone and I, you know, we like to take these meetings. We’re always happy to articulate the message, talk about the mission, and any opportunity to do that, kind of, we’ll take.

Lee Kantor: [00:01:21] So, he came in, and he kind of asked us a bunch of hard questions, and said, “What are you trying to do?” And we really enjoyed it. And we became kind of a client. We created a formal relationship, and we’re going through the process, and he’s holding us accountable, asking us hard questions, and we feel like we’re really benefiting.

Lee Kantor: [00:01:41] And the beauty of this is that every one of you, studio partners, can use the SBDC in the same manner. It’s no charge. You’re already paying for it with your tax dollars. They’re usually affiliated with a university near you. And, you know, have a conversation with them. Talk to them about your business, what your challenges are, and they have a ton of research resources available. Whether it’s research, whether it might be partners, whether it might be funding, there’s lots of ways to leverage SBDC to grow your business, and it’s a free resource, and I highly recommend having a conversation at the minimum with your SBDC rep near you.

Stone Payton: [00:02:18] I think it’s been incredibly rewarding already. For me, personally, out of our very last meeting, which was just a few days ago before we’re making this Business RadioX Pro Tip recording, for me, it’s got me personally refocused on what I’ll characterize as metrics that matter. But, you know. And then, the next time we get together may have me, you know, kind of recommitted to something completely different, but I’m enjoying every minute of it. And I just—I can’t recommend it highly enough.