Valid Business Reasons for Sponsoring Your Podcast

When asking for an appointment with your potential podcast sponsor, always use a Valid Business Reason.


First off, what is this Valid Business Reason thing?  A Valid Business Reason, or VBR, was a term coined by global sales performance leader, Miller Heiman, and it boils down to this – “Having a valid business reason for every sales call, whether in person or on the phone, is the considerate way of doing business.”

A VBR is a reason your prospect would want to meet with YOU. It’s not the reason you want to meet with THEM!

You’ve called and left numerous messages.  You’ve emailed numerous times. “Maybe they’re just busy,” you think. Or, “maybe they just don’t return calls or emails from people they don’t know.”

Perhaps it’s neither of these.

Maybe it’s on you.

Maybe you just haven’t given them a compelling enough reason to call you back.

If you want people to call you back, you need to give them a reason. If the reason you’re providing is something along the lines of, “I have this really great podcast I want to talk to you about,” then you sound just like the other 25 radio, tv, cable, direct mail, bus signs, and billboard sales calls they’ve received – that day!

Your prospect doesn’t want your ideas. They want solutions to their problems.  Provide them with an attention-getting reason why they should want to talk with you.

Let’s put your reason to the test.  It might be a VBR if you can say yes to these four questions:

Does your VBR show that you’ve done your homework, show off your problem-solving skills?  Does it show you’re looking at this from THEIR perspective, and have information or examples that will make you a valuable opportunity?

Does your VBR relate to the marketing needs they likely have, or are experiencing? Will your VBR build on what research you’ve done on their company, or their competitors? Are you helping them eliminate a marketing or advertising “pain point?”

Does your VBR clearly state why they should want to meet with you? Make sure your purpose for contacting them is about THEM, not you.

Does your VBR provide a reason why you should move up on their priority list? If you’re the 26th caller that day, why does your call deserve their attention over anyone else that day?


Here’s a great example of a strong VBR.


Hi Mike, my name is Brett.  Joe Spindle introduced us at your store last week.  I was the one looking for the new mattress that needed to be customized because of the different firmnesses needed for my wife and I, and he suggested I see you.  A few days later a friend of mine was looking for the exact same kind of mattress.  He had searched online, asked a few people, and decided that they were the closest place.  He ended up buying from there before I could suggest your store.  I know, from my experience with you, he should have bought from you instead.  I would like to set up a time with you to share two or three concepts I’ve been thinking about to make your remarkable customer-focused service even better known.  Would you be available Wednesday or Thursday at 2p?


Your VBR needs to communicate that you will not waste their time!

Need to brainstorm some ideas?  Shoot me an email at or click here to book a time on my calendar!




About the author: Brett Johnson

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