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How Podcasting Can Target C-Suite Executives And Grow Sales - With Patrick Helmers

Sep 06, 2021

Tom Bailey, founder of Succeed Through Speaking, interviews Patrick Helmers.

Patrick is a former software engineer, inventor, turned tech start-up entrepreneur, business development executive and then podcast host of the top 10 Sales Babble podcast. Pat is the founder of Habanero Media, a podcast agency that helps B2B businesses grow revenue by integrating interview-based podcasts into a selling process that targets qualified C-Suite executives

Why you've got to check out Patrick's episode:

- Discover how Patrick supports c-suite executives for large companies who want to get their message out there and meet other c-suite executives and how to do this via podcasting.

- The main challenges of being heard, prospecting and talking to and reaching qualified leads.

- How this can lead to a lack of revenue and profitability and how difficult it can be to consistently chase the next client.

- The benefits of transferring a typical prospecting call to a podcasting interview and how much more likely your prospects are to say yes to a podcast interview.

- How you can get access to the Habanero Media resources and how to achieve a return on investment from launching your podcast.

Resources / Links


Tom Bailey: Hello and welcome to Succeed Through Speaking the place for experts and entrepreneurs who want high value ideas to boost business results.

Hello, I'm Tom Bailey. And in today's episode, I'll be getting to know Patrick Helmers, who's the founder of Habanero Media and is a former software engineer, inventor turned tech startup, entrepreneur, business development, executive, and then podcast host of the top 10 sales bubble podcasts. So, Patrick, hello and a very warm welcome to today's session.

Patrick Helmers: Thanks Tom, for having me here, it's quite an honor to be on to, to be chatting with you.

Tom Bailey: Fantastic. We really appreciate it. And just out of interest, whereabouts are you in the world right now?

 Patrick Helmers: Chicago

Tom Bailey: Incredible. So that's why I share a little bit more about the Hot Pepper Company, Habanero Media before we get started. And so they are a podcast agency that helped B to B businesses grow revenue by integrating interview-based podcasts, into a selling process that targets qualified C-Suite execs. The title for today's episode is How Podcasting Can Target C-suite Executives And Grow Sales. And Patrick is going to show us how to do that in just seven minutes. So, question one today is who are your ideal clients?

Patrick Helmers: People who do marketing campaigns executives or large companies who want to get their message out, who are struggling with people who are hard to get a hold of like C-suite executive. A lot of them are on LinkedIn, but they were already logged in what was worked from home because of the pandemic. It's very difficult to get them on telephone. You're not really sure where they're at or they at home office. It's hard to build a relationship, but a podcast is a great way of, of getting people engaged and B being open to, to meeting you. So that's the ideal. People who are C-suite executives who are looking to meet other C-suite executives.

Tom Bailey: Excellent. And when you think of your ideal clients, what would you say is typically the biggest challenge that they face?

Patrick Helmers: Being heard, even people prospecting, you know, talking to qualified leads.

Tom Bailey: Yeah. It makes complete sense. And I guess if you're unable to reach out to your qualified leads and prospects, what impacts would that typically have on them?

Patrick Helmers: Oh, absolutely. It's just that BB up. It'd be horrible. Right? You have no revenue, you don't have revenue, then you don't have profit.

Tom Bailey: Right? Yeah. And I guess you're always just chasing that next potential clients, which are obviously difficult to find. Yep. So therefore, what would you say is one valuable piece of advice that you might give to somebody to really help them get started or solve this?

Patrick Helmers: You know, in classic sales, there's always a discovery process. When you first meet a prospect, your goal is just to get a meeting. And if, when you start chatting with them, you try to understand whether or not you can help them, whether or not you're a good fit for them. Their pains, their problems, their desires, their hopes, all of that is happens in a discovery call. If you were to move that discovery, call into a podcast, actually an interview. It would all be the same process, but people are much more open to that because they're going to feel like they're not being sold. They're not being, nothing's going to be pushed on them. People love to be treated would love to be honored for what they have to say. A lot of people want to have happily give advice on things that they know about. So, if they're being asked to be a guest on your podcast, they're much more open. They're much more likely to say, yeah, that sounds right.

Tom Bailey: Absolutely. And for the guests, like you said, it's an opportunity to build credibility, positioning, reputation, to be seen as an expert in that industry. So, absolutely. You're more likely to get here by asking that question

Patrick Helmers: That’s what I've found to be true.

Tom Bailey: Fantastic. Okay, great. So therefore, yeah, if somebody would like to find out more about how they can do this or get started, what is one valuable resource that you can share with people to help them move on and get started with?

Patrick Helmers: At we have a ton of blogs that give it advice on how to interview people. What kinds of questions to ask the process for reaching out to people, to get them to become guests on a podcast? They go to Auburn, There's a whole bunch of blog posts involve free and people are more than happy to read more, more, more than happy to download all of them.

Tom Bailey: Incredible. And what I'll do is I'll post a link to the blog specifically on the show notes. And I've also got another URL that you provided here, which is the big sales. You want to talk a little bit about that as well?

Patrick Helmers: Yeah. Yeah. That's, that's an interesting article that if they signed sign up for that, that we'll actually talk about return on investment. Like from the kind of cost it would take to start up a podcast. Are you certain that you would get. No more money in return. You get a return on investment. This document actually walks you through that process so that you can calculate that out and see if it's a good fit for your company

Tom Bailey: Useful. So yeah, what we'll do is I'll send or share a link to that one in the show notes, as well as people can click on that and they can find out more about that ROI or return on investment. Next question from me is about yourself actually. So, what would you say is one of your greatest either mistakes, learnings, or failures that you've made either in life or business? And what specifically did you learn from it?

Patrick Helmers: Hmm, that's a good question. I think the biggest mistake that I've made in life is not listening well, enough being, being too quick to like promote something or push something. And I've found that the more I listened and the more I became curious of what people are thinking the more success that I've found, that's why I think podcasting has been a good fit for me, Tom. It allows me to ask questions and to honestly, listen. Yeah.

Tom Bailey: Yeah, I love that. And, and like you said, that that valuable lesson that you've learned has now led you into being a better podcast host as well. I'm sure.

Patrick Helmers: I know. Yeah, you're right. And you've done a terrific job asking questions and listening to yourself.

Tom Bailey: Oh, thank you so much. I'm guessing I've got one final question for you today, and that is what is the one question that I should have asked you that will also bring some great value to our audience today?

Patrick Helmers: What are you working on today?

Tom Bailey: That's a good question. And what are you working on today?

Patrick Helmers: Oh, I'm so glad you asked me. I'm watching a brand new podcast.

Tom Bailey: Incredible.

Patrick Helmers: Let's talk about that. It's called the cannabis advocate podcast. Okay. It's all about people who don't know a lot about cannabis, but they're very curious about it and how, what the benefits are that could add to their life. I'm just launching it this week for I'm watching it next week for a reason, because I'm actually attending a conference on cannabis at the end of the month. For the very specific goal of what we're talking about here today, I'm going to walk the trade show, talk to vendors, interview them and see if any of them would be interested in starting a podcast themselves of which hobby there'll be. Media would be, would be the one running the podcast, watching the podcast. So, I'm actually putting into work. All the things that we spoke about.

Tom Bailey: Absolutely. Well, good luck at the conference then hopefully it goes well and yeah, maybe I'll interview you on that podcast. One day in the future.

Patrick Helmers: It's a super fun podcast. I've been awesome. Interviews, employees edited five of them. It's going to be somebody, a lot of fun. I'm very excited about it.

Tom Bailey: Absolutely. Feel free to share a link with me and for that podcast as well. And I'll be happy to drop that into the show notes as well below this episode. Patrick. Thanks again for your time today. I really appreciate you coming along and sharing such great value and expertise with our audience.

Patrick Helmers: Thank you, Tom. I appreciate it. I appreciate being here. Thank you.