Stone Payton: [00:00:00] Welcome to Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you this afternoon. Lee, in this series, we’re going to talk about the show concept meeting. And one of the first things we want to address is how to open the meeting effectively. When we do one, you typically open the meeting. Walk us through that a little bit.
Lee Kantor: [00:00:18] At the beginning of a meeting, what I’m trying to do or what we’re trying to do is to get to the heart of who the ideal prospect is in the room. And that is really the reason that the client wants to do the show is to reach this group of people or this type of person. And we go through a series of questions and really, kind of, peel back the layers of the onion to find out who is the person that writes them checks; who is the person that if they met more of those people, if they met 10, 20, 30 more of those type people at the end of the year that that would move the needle in their business. So, then, the way you uncover that is by asking kind of a series of questions at first. The prospective client likes to think their show is going to be about them or some specialty they have to work through that.
Stone Payton: [00:01:10] Right.
Lee Kantor: [00:01:10] That’s normally the — they think, “Oh, I’m an accountant, so I’m going to do a show about accounting.” And then, we have to kind of go, “Okay, that’s good. That’s a possible idea. Let’s kind of put a pin in that. And then, let’s hold that over here.” And then, we work through to really understand their business and to get down into the heart of who they do business with, who they like to do business with, who they want more business from.
Lee Kantor: [00:01:36] And once you start asking those kind of questions, “Who is the person that writes your checks? Are they in a specific industry? Do they have a specific title? Are they in this specific area of town?” and you just really get to know their business and understand, “Okay, who’s your perfect client right now?” Your perfect client is a woman entrepreneur? Are you sure? So, you get most of your business from women entrepreneurs? Are you sure?” And then, they say, “Yes, I get — if I can have more women entrepreneurs, that would move the needle on my business.” Then, once we kind of understand their business where we can put their ideal customer in a bucket like that and say, “If you want to reach these people, we can reverse engineer a radio show that puts you in front of those people on a regular basis.”
Stone Payton: [00:02:27] Well, what I love about the way you open a show concept meeting is we get drilled down on who they need and want to serve, where they’re hanging out, and it just provides such marvelous foundation for the balance of the meeting is going to be grounded in how they can serve the people who are important to them, and like you say, who write them checks. And this first step is so critical. They’re doing most of the talking, I love everything about the way you open this stuff, and it sets the stage for the next part of the process, which is painting the room.
