Invite Them In

Every month at GKB, we hold two companywide content calls where content creators across markets have the opportunity to share highlights or ways to improve the consumption of our content.? For me, it’s an opportunity to listen to some of the best content creators engage and keep fans in an overcrowded media world.??

On the last call, Evan Cohen, host of Unsportsmanlike on the ESPN Radio Network, discussed best practices for engaging listeners while still giving opinions.? After all, people generally consume media to be informed, hear different opinions, and be entertained.? Evan stated that content creators should aim to express 75% of their opinion, leaving 25% for listeners to process and then determine one of their own.? The goal is to invite fans into the conversation which will lead to increased engagement and consumption of their content. As fans become more engaged, they’ll support our advertisers and hopefully share our content with others, creating a cycle that helps grow our audience and further support our advertising partners.???

I believe there is a great sales lesson in there:??

1. As the salesperson, you are the expert on the solutions your company can offer.? Thus, you should be giving your opinions on what works best based on what you have learned about the customer’s goals and objectives.???
2. You are not an expert in your customer’s business, and they are generally more knowledgeable and have more historical knowledge.? Thus, they should have input in the ideas too.?????

If you can invite them into the conversation of building the solutions, based on their knowledge and yours, it will do a few things:??

• They are more likely to say yes. (FYI- most humans really like their own ideas, and I really like this Time To Win??)??

• The idea will be more likely to succeed because it came from two experts in their business.????

• Note: For this to work, you should be an expert in your solution, and you shouldn’t be giving your customers a Cheesecake Factory sized menu of options and saying, “pick”.? Keep it concise and suggest what you would do if you were them.??

When we do the above successfully, your customers just might tell others about their positive experience working with you, which will create more opportunities for you to invite future customers in.?

What ways have you found successful in “inviting customers in?”?