BRX Pro Tips

BRX Pro Tip: Sales and Marketing Tip: It's About the Client

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BRX Pro Tip: Sales and Marketing Tip: It’s About the Client

Stone Payton: [00:00:00] And we are back with Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, in our sales and marketing pro tips, I think it’s so important to remember, it’s really not about us. It’s about your client.

Lee Kantor: [00:00:19] Yeah. If you’re spending most of the time talking about yourself when you’re doing a sales or marketing kind of pitch, you’re doing it wrong. Sales and marketing is about your clients. You should be spending the majority of the time talking about your client’s pain, your client’s successes, how they define success, how the clients are benefiting, or what they’re looking for.

Lee Kantor: [00:00:41] Everything is client-centric. You want to be talking about how the client’s lives are going to be better because of your service. You’re going to be talking not about you and all the facts and figures that have to do with you and what you do. You know, answer any question they have about it, but spend more time about their client’s pain, what outcome they desire, and then possible solutions of solving the problem that they’re trying to solve. If you do that, you’re going to sell more.

Lee Kantor: [00:01:10] I think a lot of salespeople spend too much time just kind of going over their resume when the client just wants to solve a problem. So, focus on solving their problem. Spend all your time solving the problem. And focus on seeing if you’re the right fit. I mean, during this conversation, you should be determining if you’re the right fit for them and they’re the right fit for you. So, it’s always about the client. Spend all the time talking about them, and their needs, and their desires, and you will sell more.

BRX Pro Tips

BRX Pro Tip: Surprise and Delight

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BRX Pro Tip: Surprise and Delight

Stone Payton: [00:00:00] Welcome back to Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, let’s talk a little bit about this whole idea of surprise and delight.

Lee Kantor: [00:00:10] Yeah. I think that at the heart of good customer service and customer care is this surprise and delight moment that you can be doing for your clients. And, the gestures don’t have to be super expensive or super large. They just have to show that you appreciate your client or you appreciate your guest or your prospect, and you really understand how to serve them.

Lee Kantor: [00:00:35] One of my favorite examples of a surprise and delight moment, what happened when I was growing up and there was a neighborhood pizza place, and this pizza place if you ordered to go and somebody came to pick it up, they would put a half a slice of pizza on top of the box when you went to get it, and that was for the driver. It was like a little nice gesture that said, “Hey, look, I know you’re the one who got the short end of the stick and you have to come and pick up the pizza. But because of that, we care about you, here’s a half a slice on us. Enjoy it when you drive home.”

Lee Kantor: [00:01:12] And, I thought that was a fantastic opportunity to really serve their clients and to differentiate themselves. I have never seen it done by any other pizza place in my whole life, and I’ve told other pizza place owners to do this. And, they all think it’s a great idea. I haven’t seen anybody do it.

Lee Kantor: [00:01:28] Another surprising delight moment happens at Business RadioX. When we give a mug to a guest, the look that they get in their eyes is like, “Oh, my god. Thank you so much.” And, we tell them, “Hey, talk show guests get talk show mugs.” It blows their mind. I mean, it instantly bonds them and it really helps nurture the relationship and accelerate the relationship.

Lee Kantor: [00:01:48] So, it’s important to take the time to surprise and delight your clients. Think about it through their eyes, empathize what they’re going through, and let them know that you care by just giving them a small gesture.

BRX Pro Tips

BRX Pro Tip: The Power of Compounding

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BRX Pro Tip: The Power of Compounding

Stone Payton: [00:00:00] And we are back with BRX Pro Tip. Stone Payton and Lee Kantor here with you. Lee, today let’s talk for a moment about the power of compounding.

Lee Kantor: [00:00:09] Yeah. This is something I learned very young when it came to investing and it’s the power of compounding when it comes to money. It’s simple. You just do it relentlessly a little bit. Every month, it comes out of the paycheck. You’re investing for the long term. And let the power of compounding kind of do its work. And then, a little bit becomes a little more. And that pile, it starts kind of working off itself and growing exponentially.

Lee Kantor: [00:00:36] So, this same strategy works when it comes to your own learning. It’s important to block time out each day and learn a little bit. And that might be through reading. It might be through writing. It might be through connecting the dots between what you’re reading and writing. But whatever you’re doing, if you spend some time investing in yourself and learning, it will work just like your money. So, you invest in your knowledge and it’s going to continue to grow. And then, it’s going to surprise you because all of a sudden you’re going to become super duper expert. And then, you’re going to be able to serve your clients better and you’re going to be able to charge a lot more because now your knowledge has a lot of depth that you’ve acquired a little bit at a time over a long period of time.

BRX Pro Tips

BRX Pro Tip: Connecting vs Collecting

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BRX Pro Tip: Connecting vs Collecting

Stone Payton: And we are back with BRX Pro Tips. Lee Kantor, Stone Payton here with you. Lee, I love it when you tell people it’s about connecting, not collecting. Talk about that a little bit.

Lee Kantor: Sure. Back in the day, everybody had a business card and that was the way that—you know, that was kind of the goal to get as many business cards as possible. Then, you plug them into some CRM system and then, you’d kind of blast them out different types of materials over time. But in today’s world, most people don’t have business cards that we can see. How many times have we done shows where we ask for business cards, the man’s business card?

Stone Payton: Right.

Lee Kantor: It’s a lot more efficient and effective, I think, to connect with people on LinkedIn and use that platform. Everybody’s on LinkedIn nowadays. It’s pretty easy. There are some ways you can even connect with them automatically with the LinkedIn app right there in the room. So, I would recommend connecting on LinkedIn rather than asking for business cards because this gives you a lot more control over the relationship.

Lee Kantor: If you’re asking for a business card or they’re asking you, you don’t know if they’re going to contact you. You don’t know that—things are out of your hands at this point. But if you’re connected with them on LinkedIn, you can now send them a message through LinkedIn. You can see who else they’re connected to. It opens up a lot of doors. That way, there might be opportunities for them to introduce you to somebody. You can tag them on a LinkedIn post that ask them to share the interview that you just did with them.

Lee Kantor: There are lots and lots of ways to stay connected and actually nurture the relationships through LinkedIn and that platform. And you can also at that point get their email and then, put them into an email database where you can send them your newsletter or do other things like that. But I think in today’s world, it’s much more efficient and effective to connect on LinkedIn rather than collect a bunch of business cards that are going to sit in your drawer and you’re never going to look at it again.

BRX Pro Tips

BRX Pro Tip: Signs of Maturity

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BRX Pro Tip: Signs of Maturity 

Stone Payton: [00:00:02] And we are back with Business RadioX Pro Tips. Stone Payton, Lee Kantor here with you. Lee, I’d like to talk a little bit about business maturity, signs of maturity and then, anything that we might be able to do to accelerate the maturity curve in a business.

Lee Kantor: [00:00:19] Sure. I think one of the big signs that your company is really growing and thriving is that you no longer are looking at everybody as a potential client. You are only looking for perfect fits. That is so important as you grow. You only want your ideal customer cloned. That’s it. Anybody else? “I think I’ll pass.” But when you’re starting out, you’ve got to take business from wherever you can get it, I get that. And that’s absolutely true.

Lee Kantor: [00:00:47] But the sooner that you can get down to “I am only going to work with perfect fits”, then your company will really grow. And at the beginning, it is tricky. So, like here in this studio, a perfect fit for us is a client has to have a sales transaction worth at least $10,000-a-year. If they don’t do deals worth $10,000, then it’s not going to work out. You know, we’ve gone to too many people through the years and we’re trying to make it fit and force it in there.

Lee Kantor: [00:01:16] And then, everybody gets frustrated. For us, we want one sale to pay for our whole activity for the year. And if it doesn’t do that, then it’s better that we just try to help them the best we can, but we can’t really serve them as a client. So, the more you can focus on exactly the right customer and select clients that really are aligned with what you believe on and what you can deliver, then you’re going to be happier, the client’s going to be happier, and life is gonna be a lot easier.

BRX Pro Tips

BRX Pro Tip: Identify Super Fans

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BRX Pro Tip: Identify Super Fans 

Stone Payton: [00:00:00] And we are back with BRX Pro Tips. Lee Kantor, Stone Payton here with you. Lee, it is so much fun, too, but so important in a business like ours to identify your super fans. And then, what?

Lee Kantor: [00:00:14] Right. What do you do with them once you’ve identified them?

Stone Payton: [00:00:17] Yeah.

Lee Kantor: [00:00:17] I think first, when you have somebody that’s a super fan, this is especially important, the super fans strategy is for the people that love social media. If you have somebody in your kind of following or the people, your audience that enjoys your work, that’s liking your work, that is sharing your work, those are your super fans. Figure out ways to be nice to them and have them help you get more super fans. And that way you can move them into more of a strategic resource for you to help get more clients.

Lee Kantor: [00:00:50] So, if you can slowly put together a collection of one super fan, two super fans, three, five, six, now, when you have a handful of super fans, now, you can get them all together, put them in a room, go buy them lunch, go, “Hey, what do we have to do to grow this thing?” Now, you have a team of passionate people that like what you’re doing, that appreciate what you’re doing and now, you can get them all to work together and then, create more of them. And the more you have, eventually, that’s going to lead to more business. But you have to get them together, create ways to help them help you more and then, move them strategically in a way to help you get more clients, to help your clients get more business, and everybody grow the network and build the community.