108: How to Deliver the Experience Your Buyer Wants w/ Josh O’Brien

August 05, 2021 00:23:05
108: How to Deliver the Experience Your Buyer Wants w/ Josh O’Brien
B2B Revenue Acceleration
108: How to Deliver the Experience Your Buyer Wants w/ Josh O’Brien

Aug 05 2021 | 00:23:05

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Show Notes

Buyer experience and customer experience aren’t the same. There’s a lot of overlap, but buyer experience comes down to the answer to this question: How does the buyer want to buy?

In this episode, I interview Josh O’Brien, Cofounder at RevShoppe, about best practices for creating a consistent buyer experience across the funnel.

Josh and I discuss how buyer experience relates to channel, brand, and persona, how to create a sensitive and personalized buyer experience, the importance of the psychological profile, and technologies that contribute to best buyer experience practice.

To hear this interview and many more like it, subscribe to The B2B Revenue Acceleration Podcast on Apple Podcasts, Spotify, or our website.

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Episode Transcript

WEBVTT 1 00:00:00.160 --> 00:00:02.919 And me into us a rap shop, or thinking about the buyer experiences. 2 00:00:03.279 --> 00:00:06.040 How do we meet the buyer where they are? How do we engage with 3 00:00:06.120 --> 00:00:09.429 them on the channels that they want and, more importantly, how do they 4 00:00:09.589 --> 00:00:14.230 want to interact with your brand? You were listening to be to be revenue 5 00:00:14.230 --> 00:00:19.190 acceleration, a podcast dedicated to helping software executive stay on the cutting edge of 6 00:00:19.269 --> 00:00:23.460 sales and marketing in their industry. Let's get into the show. Hi, 7 00:00:23.699 --> 00:00:26.940 welcome to be to be a reven new acceleration. My name is already in 8 00:00:27.059 --> 00:00:31.300 with you and I'm here today with Josh or, Brian Confounder of reff shop. 9 00:00:31.660 --> 00:00:33.859 I A. You doing today, Josh? I'm doing great, man. 10 00:00:34.020 --> 00:00:36.369 Thanks for having me. How are you? Absolute pleasure. A. 11 00:00:36.490 --> 00:00:39.649 I'm great. So is. It's kind of twenty eight degrees in the Ukn 12 00:00:39.770 --> 00:00:42.570 the moment, so I'm surrounded by fans. I can see that you've got 13 00:00:42.649 --> 00:00:45.329 for above you. I'd but says it's nice and warm while we are so 14 00:00:45.609 --> 00:00:50.200 nothing to complain about. Today we will be talking about bio experience. Are 15 00:00:50.280 --> 00:00:55.000 you delivering the experience shop by all wants to receive? That's that's good. 16 00:00:55.159 --> 00:00:58.560 You know, I've got way to do deave into that. But before we 17 00:00:58.640 --> 00:01:02.960 get into the conversation, can you tell me a little bit more about yourself, 18 00:01:03.000 --> 00:01:06.430 Josh, but also, most importantly, for your company, Ref Shop. 19 00:01:06.510 --> 00:01:10.829 So what was the basis for Co funding a company and what what is 20 00:01:10.870 --> 00:01:14.310 it that you guys are doing right now? Sure, yeah, so I'm 21 00:01:14.390 --> 00:01:19.900 one of the CO founders here and what rep shop does is we help enterprise 22 00:01:19.019 --> 00:01:27.299 companies scale on sales engagement platform, specifically outreach and sales offt and that's around 23 00:01:27.340 --> 00:01:34.810 operations, messaging, enablement and really building centers of excellence and operating models to 24 00:01:36.049 --> 00:01:40.489 scale organizations on those platforms. So I've been to using funny enough, I 25 00:01:40.769 --> 00:01:45.930 was working next to sales loft when sales loft was probably five employees in Atlanta 26 00:01:45.969 --> 00:01:49.159 Tech village in Atlanta. So I've been watching them for for a very, 27 00:01:49.200 --> 00:01:52.120 very long time and then I got hired as one of the first sales tires 28 00:01:52.200 --> 00:01:55.840 of a company called Data Oz, who eventually got bought by Zoom Info and 29 00:01:55.920 --> 00:02:00.480 we were one of outreaches Alpha customers. So been around those platforms for a 30 00:02:00.599 --> 00:02:02.989 long time, but a big fan and and really saw the potential of those 31 00:02:04.030 --> 00:02:07.550 things. And then when we got bought by Zoom Info. My girlfriend and 32 00:02:07.590 --> 00:02:12.389 I sold all of our stuff, went and traveled off two thousand and eighteen, 33 00:02:12.590 --> 00:02:16.340 three hundred and thirty seven days out of the country, twenty six countries, 34 00:02:19.139 --> 00:02:23.620 and we're in some consulting and you know, the kind of just evolved 35 00:02:23.659 --> 00:02:25.139 into what it is. And we signed our first deal in July of two 36 00:02:25.180 --> 00:02:29.659 thousand and eighteen and a little air being be in Rome, Italy, and 37 00:02:30.050 --> 00:02:34.449 never look back since then. No Song's wonder who why? That's a great 38 00:02:34.490 --> 00:02:38.330 story. Out of defense. Nick Tuia left everything in when traveling, went 39 00:02:38.409 --> 00:02:43.129 away to to open up. You'll rise and renew and and you know it's 40 00:02:43.169 --> 00:02:46.080 probably the best for you can do. From an explain spellst picctivity. You 41 00:02:46.199 --> 00:02:47.560 May as well do it now. You did. COVID does when, which 42 00:02:47.639 --> 00:02:53.919 is fantastic, great timing. Yeah, so right before, okay, and 43 00:02:53.080 --> 00:02:59.229 you never you think you test your relationship like living with a person, but 44 00:02:59.349 --> 00:03:01.389 try living with, you know, your girlfriend and spending twenty four hours a 45 00:03:01.430 --> 00:03:05.509 day with them in, you know, foreign countries where you can't speak the 46 00:03:05.550 --> 00:03:09.469 language. So tested a lot of a lot of my patients, tested a 47 00:03:09.509 --> 00:03:13.139 lot of our relationship and a lot of growth came out of it too, 48 00:03:13.180 --> 00:03:15.219 so I'm very thankful that we got the opportunity to do it. So you 49 00:03:15.340 --> 00:03:19.379 are still together, I think it's wore. Still together, and she's my 50 00:03:19.460 --> 00:03:23.020 business partner. So now we have business together. To add one more complex 51 00:03:23.379 --> 00:03:28.250 relationship. Yes, that's another layoff complexity. What's what's next? Really? 52 00:03:28.289 --> 00:03:30.490 That's good. Well, was great to it. So, Josh, before 53 00:03:30.490 --> 00:03:34.889 we did you to do the big I just want to make a distinction between 54 00:03:35.009 --> 00:03:38.610 by your experience and customer experience in the preparation of the Scipe is a quite 55 00:03:38.729 --> 00:03:42.479 frank and quite and this. Yeah, we'd associate them as exactly the same 56 00:03:42.560 --> 00:03:47.560 thing, but after speaking with you on Thostan, the impacting different stages of 57 00:03:47.719 --> 00:03:53.080 the same psychord. So would you want to get just a couple of minutes 58 00:03:53.120 --> 00:03:57.590 to clarify that to audience and and explain the difference from your prospective between by 59 00:03:57.629 --> 00:04:00.389 your experience and custom explains? Yeah, yeah, of course they know. 60 00:04:00.629 --> 00:04:03.469 You know. I think they they tend to be synonymous and there's a lot 61 00:04:03.509 --> 00:04:08.590 of overlap between the two. But you know, to me, unto us 62 00:04:08.629 --> 00:04:12.259 a rub shop or thinking about the buyer experiences, how do we meet the 63 00:04:12.300 --> 00:04:15.259 buyer where they are? How do we engage with them on the channels that 64 00:04:15.340 --> 00:04:20.939 they want and, more importantly, like how do they want to interact with 65 00:04:21.139 --> 00:04:25.689 your brand? How is your brand perceived by them? And we're thinking about 66 00:04:25.730 --> 00:04:30.490 that. You know, precess. So, for example, we have forms 67 00:04:31.089 --> 00:04:35.410 on our website. We come inbound, we have a channel communication preference. 68 00:04:36.009 --> 00:04:39.600 So some people like to be called, some people like to be emailed, 69 00:04:39.720 --> 00:04:45.000 some people like to be text and I want to make sure that they're accommodated 70 00:04:45.160 --> 00:04:48.920 to do that. And I think a lot of companies don't think about things 71 00:04:48.959 --> 00:04:53.189 that way because we've had these historical marketing engines where it's just hey, you 72 00:04:53.389 --> 00:04:57.350 come in, you get a form automatically sent to you by email and then 73 00:04:57.589 --> 00:05:01.310 hopefully someone reaches back out to you, versus the customer experience. You're already 74 00:05:01.310 --> 00:05:06.339 a customer by experience does play into that if you're trying to, you know, 75 00:05:06.540 --> 00:05:10.860 upsell or cross cell or anything like that. But I'm thinking about customer 76 00:05:10.860 --> 00:05:15.300 experience more post sales. You've already booked the revenue and that's what I think 77 00:05:15.300 --> 00:05:19.300 delineates the two of those. Okay, I think that makes perfect sense. 78 00:05:19.779 --> 00:05:25.250 So let's focus on the on. The Bay on explains here. Funny enough. 79 00:05:25.290 --> 00:05:29.610 It was listening to to a few put guests recently and looking to a 80 00:05:29.930 --> 00:05:33.769 few clients, it seems that there is a I guess a fair few company, 81 00:05:33.850 --> 00:05:39.519 maybe not to a olthough, complexifying the sence process or dissertain cycles, 82 00:05:39.639 --> 00:05:43.079 but you know, they are trying to put their reps onder aasing like some 83 00:05:43.199 --> 00:05:46.519 sort of cage where you've got to get a deco very call and then you 84 00:05:46.560 --> 00:05:49.069 need to do your demo and then use days and that and the try to 85 00:05:49.189 --> 00:05:53.790 form a teaching the way where it's like pretty much sent fish from the sense 86 00:05:53.829 --> 00:05:58.269 Cycor despetive. That's the prospectus pect even I guess we could almost said it, 87 00:05:59.069 --> 00:06:02.189 we could almost put it incense cvt towards the the experience of the Bio 88 00:06:02.750 --> 00:06:06.300 so foo. What do you see a lot of companies putting in the trap? 89 00:06:08.459 --> 00:06:11.899 Yeah, yeah, I mean I think it's just a it's the nature 90 00:06:11.939 --> 00:06:15.699 of business, you know, and especially in America with capitalism or I think 91 00:06:15.980 --> 00:06:18.290 a lot of companies are looking at people as numbers, you know, and 92 00:06:18.370 --> 00:06:21.410 a lot of sales reps are looking at people at as numbers and not people. 93 00:06:23.089 --> 00:06:27.250 So I think it's easy to fall into the trap of this is the 94 00:06:27.370 --> 00:06:30.689 process and we need to fit our reps into this box and make something that's 95 00:06:30.730 --> 00:06:35.480 replicable and scalable. But to your point about it being insensitive to the person 96 00:06:36.600 --> 00:06:42.120 who is going to buy or potentially buy your product. That tends to get 97 00:06:42.160 --> 00:06:46.000 thrown to the wayside because people are just looking at how many activities can I 98 00:06:46.120 --> 00:06:48.110 hit and how many emails can I get out to this person, how many 99 00:06:48.149 --> 00:06:53.470 times can I cold call and how does that equate to revenue, versus actually 100 00:06:53.750 --> 00:06:58.870 thinking about what the buyer is, who the buyer is, what their psychographic 101 00:06:58.990 --> 00:07:01.339 profile looks like, how they want to be engaged, what their preferences are 102 00:07:01.420 --> 00:07:04.980 and things like that. So I think a lot of companies fall into that 103 00:07:05.100 --> 00:07:11.939 trap and I think I'm really loving the shift to the chief revenue officer position, 104 00:07:12.180 --> 00:07:16.050 to Revenu new office, really bringing marketing and sales together. Yeah, 105 00:07:16.410 --> 00:07:21.649 because they've historically operated in these silos where marketing is saying I need to get 106 00:07:21.730 --> 00:07:26.850 these MPL's, I need to get these marketing accepted leads, and sales is 107 00:07:26.889 --> 00:07:29.689 like, I need to get these sales qualified, these I need to book 108 00:07:29.730 --> 00:07:32.240 this revenue, and they're comped on two completely different things. They have two 109 00:07:32.279 --> 00:07:39.439 completely different goals and there's no uniformity and there's no collaboration across those teams, 110 00:07:39.480 --> 00:07:43.360 especially in larger organizations. So that's really what repshop is helping to do. 111 00:07:43.879 --> 00:07:47.910 But it's beautiful to see this position come to light and seems move into a 112 00:07:47.990 --> 00:07:53.350 Croro position or VP of sales, move into a Seciet crro position and really 113 00:07:53.430 --> 00:07:58.699 oversee everything from a revenue perspective and make sure that sales and marketing are super 114 00:07:58.860 --> 00:08:01.980 line, that the man programs from marketing are coming down to sales and to 115 00:08:01.060 --> 00:08:05.459 sales development and everybody is speaking the same language, being very thoughtful and being 116 00:08:05.500 --> 00:08:09.899 very intentional about how they deliver that message and how they deliver their brand. 117 00:08:09.420 --> 00:08:13.209 Yeah, now I go, but you realise, you and then do you? 118 00:08:13.290 --> 00:08:16.089 Have you seen some some example where? But then sheally that can of 119 00:08:16.850 --> 00:08:22.649 regeat Ruboutique Sensai chords of step by steps and ten steps into process and you 120 00:08:22.730 --> 00:08:28.240 do these and then you do that actually walks. I think it works in 121 00:08:28.519 --> 00:08:33.360 theory when you have the path and you know what the next step is, 122 00:08:33.879 --> 00:08:39.679 that's a great thing. Yeah, but those steps need to be malleable. 123 00:08:41.789 --> 00:08:46.950 To your point about being robotic. Yes, the process is great, but 124 00:08:46.110 --> 00:08:50.190 we can't follow the process a hundred percent every time. You have to be 125 00:08:50.309 --> 00:08:54.190 able to be agile, you have to pivot, you have to think about 126 00:08:54.230 --> 00:08:58.779 again, going back to the buyer experience, how are we going to engage 127 00:08:58.899 --> 00:09:03.059 this person? You know, I think it takes a lot of testing and 128 00:09:03.100 --> 00:09:05.899 it takes a lot of things that, you know, people either don't have 129 00:09:07.019 --> 00:09:09.490 the band what to do, they don't have the expertise to do, especially 130 00:09:09.529 --> 00:09:13.850 in outreaching sales, off the very nasing technology and it's just, you know, 131 00:09:13.970 --> 00:09:16.169 sometimes seen as this email automation platform, but there's a lot that goes 132 00:09:16.210 --> 00:09:20.730 behind it. You know, I think it people don't think about the how 133 00:09:20.850 --> 00:09:26.480 flexible these things need to be and how to coach their reps to say this 134 00:09:26.679 --> 00:09:28.720 is when I go by the book and this is when I can color outside 135 00:09:28.720 --> 00:09:31.600 the lines. Yeah, now you know what I think. I think. 136 00:09:31.600 --> 00:09:37.240 I think if you are you very kumudatizes Commudi Tis, won't like Y'all stuff 137 00:09:37.480 --> 00:09:39.509 is is a Commodi ti people already have. When and you sitting in a 138 00:09:39.590 --> 00:09:46.950 low one or if you are in a very little value, you know what 139 00:09:46.830 --> 00:09:50.789 type of sense process of what you need. A lot of Vility, T. 140 00:09:50.750 --> 00:09:54.299 I think giving something that quite rigid and trying to get UN dreads, 141 00:09:54.299 --> 00:09:58.299 rups, rep singing the same thing and at the same diamond in a tune, 142 00:09:58.419 --> 00:10:01.340 sen and stuff doesnt make sense because you can really im measure and it 143 00:10:01.460 --> 00:10:05.620 doesn't really matter if she was a deal, but what else he was a 144 00:10:05.860 --> 00:10:09.450 customers. We know probably a good eighteen ninety parts of our customers are relatively 145 00:10:09.570 --> 00:10:16.009 destructive. They have different by your person, name the journey, and you 146 00:10:16.129 --> 00:10:20.009 know, I think he's absolutely critical to adapt to the Bay of person nine 147 00:10:20.009 --> 00:10:22.639 and put the person and put the clients, put the PROSPECTU, I say, 148 00:10:24.200 --> 00:10:26.720 in the center of the serves process. You know what do they want 149 00:10:26.759 --> 00:10:28.679 and how can you add them? Wells, you strain to push thing at 150 00:10:28.759 --> 00:10:33.360 them. Is trying to let them ask you the question and pull which is 151 00:10:33.399 --> 00:10:37.629 kind of linking me to my next question. Of course, everybodio is different 152 00:10:37.909 --> 00:10:41.629 and people like to be treated treated in different ways and some of them wants 153 00:10:41.669 --> 00:10:45.070 to go and get all their education done online. Some MOSOL, would go 154 00:10:45.190 --> 00:10:48.389 to the network and we otherwise give, if they've got the said names, 155 00:10:48.470 --> 00:10:50.700 freetened the just by you straight away. Some as I would actually like to 156 00:10:50.779 --> 00:10:54.820 speak to USSELVES. Person I don't know, I'miliar left, but maybe a 157 00:10:54.899 --> 00:11:00.299 few. So. So my question to you is how can companies and show 158 00:11:00.379 --> 00:11:03.259 that they did even the Buyo experience, that bio the Bayo actually want to 159 00:11:03.289 --> 00:11:07.570 receive? Yeah, so I think there's a couple things. One. The 160 00:11:07.649 --> 00:11:09.610 first thing on the marketing side. You know, going back to my example 161 00:11:11.090 --> 00:11:15.049 earlier in the conversation, ask on your farms. How do you want to 162 00:11:15.090 --> 00:11:18.289 be engaged? I think it tells you a lot about the person. It's 163 00:11:18.289 --> 00:11:20.600 going to tell your sales person a lot about how that person wants to engage. 164 00:11:22.159 --> 00:11:24.759 I've run wholesale cycles just through tests and I've never send an email until 165 00:11:24.799 --> 00:11:28.120 the proposal or the style. All Right, whereas others, you know, 166 00:11:28.600 --> 00:11:33.669 straight email, others I create slack channel sport like. You just have to 167 00:11:33.710 --> 00:11:35.909 think about where these people want to live and you have to talk to your 168 00:11:35.950 --> 00:11:39.629 customers about this, especially if you, you know, only have a few, 169 00:11:39.909 --> 00:11:41.389 a few personas, or even if you have a lot of personas. 170 00:11:41.509 --> 00:11:45.830 But you know, in the beginning you have to start small and think about, 171 00:11:46.669 --> 00:11:50.179 I say, psychographic profile a lot. So thinking about the psychology of 172 00:11:50.259 --> 00:11:54.500 the demographic that you have. So I always use the example of an it 173 00:11:54.820 --> 00:11:58.940 person or an engineer and network architect or something like that. They're getting hundreds 174 00:11:58.980 --> 00:12:03.129 of emails a day from network monitoring platforms, from crowd strike, from security, 175 00:12:03.330 --> 00:12:07.850 from everything like good luck getting into their inbox right. So not only 176 00:12:07.889 --> 00:12:11.090 thinking about the experience that they want, because they don't want more emails. 177 00:12:11.450 --> 00:12:16.039 They're probably on ready, they're probably reading blogs on medium, but how do 178 00:12:16.120 --> 00:12:18.720 we break through the noise and get to them on other channels? And if 179 00:12:18.759 --> 00:12:24.440 you're going to email, like email outside of business hours because they're burning midnight 180 00:12:24.480 --> 00:12:28.679 oil, they're probably coding, they're probably working the night shift doing the security 181 00:12:28.720 --> 00:12:31.470 monitoring stuff like. Stuff like that. We've had tons of success like emailing 182 00:12:31.509 --> 00:12:37.389 people at midnight and, you know, sometimes that pisses people off, but 183 00:12:37.309 --> 00:12:41.070 you know, I'd rather rot on the Rod, on the edge than, 184 00:12:41.870 --> 00:12:45.580 you know, then color inside the lines in some cases. Yeah, I'd 185 00:12:45.580 --> 00:12:48.820 say that you really have to think about the person, break down the personas 186 00:12:48.820 --> 00:12:52.659 breakdown the profile. How do they live? What channels do they live on? 187 00:12:52.779 --> 00:12:56.980 What channels do they want to be engaged on? And then the next 188 00:12:56.059 --> 00:13:01.250 thing thinking about the hun you incorporate that into a cadencer, into a sequence 189 00:13:01.289 --> 00:13:03.730 based on those channels and then you have the test those thanks, you know, 190 00:13:03.889 --> 00:13:07.570 and you get a big enough sample size, you take that data back, 191 00:13:07.649 --> 00:13:09.529 you analyze it and then you shift, first off at the wall, 192 00:13:09.690 --> 00:13:15.000 figure out what works and then keep moving. I agree with you. So 193 00:13:15.279 --> 00:13:18.279 would you really see it's almost like as a an algorithm. Of there is, 194 00:13:18.399 --> 00:13:22.159 you know, you speak to someone, you may have three option depending 195 00:13:22.200 --> 00:13:24.039 on how they want to receive the information or what the next step is. 196 00:13:24.159 --> 00:13:28.470 From the perspective ex a trust. It's actually asking the question. I like. 197 00:13:28.710 --> 00:13:30.590 I like the idea of feeling of the form. In fact, I 198 00:13:30.750 --> 00:13:35.389 was reading a post about about what, I won't mention them bits, some 199 00:13:35.830 --> 00:13:41.659 some games of the CIO of Red Splash company in the UK and it was 200 00:13:41.779 --> 00:13:46.139 complaining about receiving colds. And one of the finite he men is to look, 201 00:13:46.500 --> 00:13:50.259 most people just come and we meet, pictures at me and they don't 202 00:13:50.259 --> 00:13:54.340 even know why I though. They don't know. They don't ask me how, 203 00:13:54.620 --> 00:14:00.129 how I want to get the information, and they could actually Scopa people 204 00:14:00.250 --> 00:14:01.450 to just ask me a few questions at the beginning, to say look, 205 00:14:01.490 --> 00:14:03.250 you know, this is what I want to do, this is what I 206 00:14:03.289 --> 00:14:07.129 would like to convey what's the best way to actually get the information. And 207 00:14:07.250 --> 00:14:09.639 in fact, you know, some of some of the finity was suggesting is 208 00:14:09.679 --> 00:14:13.120 potentially, you know, letting them speak to someone else in that team but 209 00:14:13.200 --> 00:14:16.480 then keeping a line of contact with him and then coming back. It's a 210 00:14:16.559 --> 00:14:20.600 tricky trust. So, you know, really having the flexibility of feeling that 211 00:14:20.679 --> 00:14:24.710 you wanted the prisoner of the sense process, but also not being faced to 212 00:14:24.750 --> 00:14:30.710 have a discovery code if you actually want to demo. So I think I've 213 00:14:30.750 --> 00:14:35.950 had a lot of prospect also speaking about unnecessary TEPs in the process. H 214 00:14:35.429 --> 00:14:39.379 They well, before we do the Demo, we actually to to tell you 215 00:14:39.500 --> 00:14:43.019 about the solution because he's so complex. And when you say things like that 216 00:14:43.139 --> 00:14:46.460 you actually make the prospect feel like an Indsi like that, like an idiot, 217 00:14:46.860 --> 00:14:50.019 and and you know, it's quite interesting to look at it from the 218 00:14:50.139 --> 00:14:54.490 prospect perspective and see what does the ear what they've got to say. We 219 00:14:54.769 --> 00:14:58.929 have a couple of customers also that I've been scratching the back of their head 220 00:15:00.649 --> 00:15:05.049 because obviously everybody wants to build that revenue generation engine. While you can say, 221 00:15:05.049 --> 00:15:07.720 Hey, I've got the sense Ip that's increasing my valuation ors of great 222 00:15:07.759 --> 00:15:13.480 stuff and whether the couple of customers we interestingly we'll bring some others with the 223 00:15:13.600 --> 00:15:18.399 prospect. So when people will get to the proof of concept or prior to 224 00:15:18.639 --> 00:15:20.960 get to the proof of concept. There's a look. You know, obviously 225 00:15:20.000 --> 00:15:24.429 we won't move forward together, but we just wanted to do something about your 226 00:15:24.509 --> 00:15:28.190 experience. So be honest. You know, we candid about the things that 227 00:15:28.230 --> 00:15:33.070 you think we should include. We should emiliating the process and I think that's 228 00:15:33.149 --> 00:15:35.500 a great initiatives because I think when you do that sort of things, first 229 00:15:35.500 --> 00:15:39.179 of all you they shows a little bit of humility, but also it probably 230 00:15:39.220 --> 00:15:43.179 put you in a position where if whatever the prospect is doing right now is 231 00:15:43.220 --> 00:15:46.940 not working, they probably remember you as the good person right and the probably 232 00:15:46.980 --> 00:15:52.009 leave a good taste in the mouse. It's it's interesting. But if if 233 00:15:52.009 --> 00:15:56.610 you want to do, let's say, you be dy'all all the Aeed Online, 234 00:15:56.690 --> 00:16:00.730 a sticking those sports, I would you deal with it, Josh. 235 00:16:00.210 --> 00:16:03.399 What would you recommend for the for the sales people, while listening today, 236 00:16:03.440 --> 00:16:07.879 and they'll probably a big prisoner of that stuff they've got down manager hitting then 237 00:16:07.919 --> 00:16:11.600 that they should do it that way. They may feel something that the prospect 238 00:16:11.600 --> 00:16:15.639 doesn't want it. So what you did? I come from find on in 239 00:16:15.919 --> 00:16:22.830 for eleven years and I'm always thinking about things from the customers Lens. That's 240 00:16:22.909 --> 00:16:26.509 what I've really tried to do. And when you come to work you tend 241 00:16:26.549 --> 00:16:30.269 to leave your real personality at home. You're authentic self at home and you 242 00:16:30.429 --> 00:16:33.820 have to build trust in these relationships and you have to be authentic and you 243 00:16:33.940 --> 00:16:37.139 have to be yourself. And I think you know sometimes it's very difficult when 244 00:16:37.139 --> 00:16:42.620 you work for large organizations who you know have these rigid processes and things. 245 00:16:44.259 --> 00:16:48.129 But you know, in general, usually when I get on a sales call, 246 00:16:48.809 --> 00:16:52.490 I ask Hey, why are we here? What do you want to 247 00:16:52.529 --> 00:16:56.090 take away from this call? And then we go through that, we make 248 00:16:56.129 --> 00:17:00.759 sure that everything's addressed that they wanted to hear, and then we finish off 249 00:17:02.480 --> 00:17:04.079 and you say, how do you want to buy? How do you normally 250 00:17:04.119 --> 00:17:07.799 buy? This is what I normally do and this is what tends to work 251 00:17:07.839 --> 00:17:11.079 best. But you know your organization best, you know what you guys are 252 00:17:11.119 --> 00:17:15.349 trying to achieve. Tell me how you want to buy and we can go 253 00:17:15.509 --> 00:17:19.069 down that direction. These are the people that we probably need to speak to 254 00:17:19.589 --> 00:17:23.309 and we can bring them in a room. I'll let you navigate that and 255 00:17:23.470 --> 00:17:27.230 then like hands off from there, and I usually set up a slack channel 256 00:17:27.509 --> 00:17:33.019 for them. It gives me instant access. It builds that bond because now 257 00:17:33.140 --> 00:17:37.539 we're you know, if you're in slack, you're in slack with your company, 258 00:17:37.660 --> 00:17:40.220 with your colleague, with people you know and trust. But now you're 259 00:17:40.220 --> 00:17:41.339 in a slack with me, with someone that you don't know, and it 260 00:17:41.380 --> 00:17:45.130 kind of mimics the same trust, that same relationship, and I've found that 261 00:17:45.250 --> 00:17:49.329 to be to be super helpful. Just create a new slap channel, put 262 00:17:49.369 --> 00:17:53.490 the company's logo on it, invite them. Other people get involved, invite 263 00:17:53.529 --> 00:17:56.490 them too. I don't have to deal with email anymore. I have direct 264 00:17:56.529 --> 00:18:02.240 access to my prospects. We can have normal conversations like we're texting, like 265 00:18:02.319 --> 00:18:04.680 we're colleagues, and that really starts to build that trust and we get to 266 00:18:04.759 --> 00:18:08.640 move and accelerate a lot faster. But I run an enterprise sales cycle, 267 00:18:08.759 --> 00:18:11.400 you know, we sell to a lot of fortune five hundred companies, so 268 00:18:12.109 --> 00:18:15.630 it tends it's going to be a little bit different when you have high velocity 269 00:18:15.750 --> 00:18:19.869 sales or, you know, a highly transactional product where you know you're just 270 00:18:21.029 --> 00:18:23.269 turning and burning. Yeah, now that that I completely agree with you. 271 00:18:23.349 --> 00:18:26.950 I compi agrees you just so and I wanted to come back, coward, 272 00:18:26.029 --> 00:18:29.980 to some va you mentioned only on so audion, you are speaking about the 273 00:18:30.380 --> 00:18:34.980 defront Saito's intense and marketing, marketing doing game quas than the suns, gaysing 274 00:18:36.059 --> 00:18:38.019 sit trents to trust. So really my question to you is, do you 275 00:18:38.180 --> 00:18:41.130 have any best practice? is to show on how to make sure that all 276 00:18:41.210 --> 00:18:45.529 those departments the line to provide the best sticks? Because to the experience. 277 00:18:45.569 --> 00:18:49.690 So, sorry, the Best Baio experience any stage of definity. Yeah, 278 00:18:51.369 --> 00:18:55.250 he just have to have open communication lines with everybody involved. I mean typically 279 00:18:55.329 --> 00:18:59.640 our projects we're talking to marketing, to Demandgin, to marketing ops, to 280 00:18:59.720 --> 00:19:02.880 sales ops, to you know, rep ops, if they have it, 281 00:19:03.759 --> 00:19:08.319 sales people, s drs, it legal and compliance, all these people who 282 00:19:08.359 --> 00:19:11.589 don't have visibility on, you know, in my case, outreacher, sales 283 00:19:11.670 --> 00:19:15.150 offt and you know, other things like videard and send Oso and lead data 284 00:19:15.230 --> 00:19:18.069 and all these things. If you're in marketing like we're living in Elocile, 285 00:19:18.109 --> 00:19:22.109 you're living in Marquetto you don't really necessarily know or maybe even care about outreach 286 00:19:22.190 --> 00:19:26.339 because it doesn't matter to your to your quota, your performance. But it 287 00:19:26.579 --> 00:19:33.180 really helps to bring everybody together at least once. I prefer weekly. But 288 00:19:33.619 --> 00:19:36.579 you know, we're all wearing twenty five hats and maybe we don't have the 289 00:19:36.660 --> 00:19:41.369 top. But you need to get visibility to people on what's happening and put 290 00:19:41.410 --> 00:19:44.210 it in a centralized place. If you have a bi tool and that's your 291 00:19:44.250 --> 00:19:48.210 source of truth for analytics, put it there. If sales forces your source 292 00:19:48.289 --> 00:19:49.890 of truth and you want to build a dashboard so you can give everybody you 293 00:19:51.170 --> 00:19:53.240 know one click visibility. They log in, they see everything. Great. 294 00:19:53.559 --> 00:19:56.759 Send that report out once a week. Keep everybody up to date. Let 295 00:19:56.799 --> 00:20:00.400 them know how many dormant contacts we have in our sales engagement platform that might 296 00:20:00.440 --> 00:20:03.799 not be making it back to marketing. Opps needs to fix that. They 297 00:20:03.880 --> 00:20:07.269 need to fix the connection. Make sure they're getting back nurtured. Like you 298 00:20:07.430 --> 00:20:11.390 have to feed the people in your organization and in power them to do their 299 00:20:11.430 --> 00:20:17.190 jobs better and vice versa. So that's really a lot of what we focus 300 00:20:17.309 --> 00:20:21.660 on with the change management piece is breaking down those saw those bringing everybody's the 301 00:20:21.700 --> 00:20:25.019 organization. What do you care about? How are you calmed? How do 302 00:20:25.099 --> 00:20:27.740 we make your life easier? Build that Venn Diagram? There's going to be 303 00:20:27.819 --> 00:20:30.059 outliers. Will get to them later, but, like, these are the 304 00:20:30.180 --> 00:20:36.210 core priority items that everybody cares about. So how do we streamline those technologies 305 00:20:36.289 --> 00:20:38.490 and that go to market strategy? Okay, so, so you do you 306 00:20:38.569 --> 00:20:44.130 believe that technology actually play an important bottom to process? By I do. 307 00:20:44.769 --> 00:20:47.930 I think about this. As you know, a lot of companies and it's 308 00:20:48.009 --> 00:20:52.039 not just sales engaging platforms at the sales force, it's Marquetto it's whatever the 309 00:20:52.200 --> 00:20:56.759 machine tends to run the man or woman, and not the man or woman 310 00:20:56.799 --> 00:20:59.799 running the machine. And if you fall victim to that, it's very easy 311 00:20:59.960 --> 00:21:04.829 to get sucked into this universe where you're just, you know, mass blasting 312 00:21:04.950 --> 00:21:07.710 a bunch of your prospects and you're not thinking about this, you're just trying 313 00:21:07.710 --> 00:21:11.309 to hit your numbers. So yeah, I mean technology plays a huge part 314 00:21:11.309 --> 00:21:15.869 of that and we think about wrapping the technology around what your sales process is. 315 00:21:15.509 --> 00:21:18.700 At the end of the day, we're all people, but we bought 316 00:21:18.700 --> 00:21:21.660 this technology to make us more productive and help us with our job. So 317 00:21:21.819 --> 00:21:26.299 how do we take these technologies and mold them around what you guys do and 318 00:21:26.380 --> 00:21:30.180 help enable you to sell better and you to deliver a better buyer experience? 319 00:21:30.180 --> 00:21:33.970 Yep, I agree. We're just right that we getting to up the end 320 00:21:34.049 --> 00:21:38.049 of the conversation. To me it was terming saite food. So thank you 321 00:21:38.130 --> 00:21:42.650 so much for you in put today. If anyone wants to connect with you, 322 00:21:44.170 --> 00:21:47.880 and no more about trick shop and put the Gil you could end them's 323 00:21:47.960 --> 00:21:52.240 the best way to get the gays. Yeah, Rep shop on Linkedin. 324 00:21:52.480 --> 00:21:59.720 Rep SHOPCOM OUR EV shoppecom. I'm always open to chat. You can find 325 00:21:59.759 --> 00:22:03.910 me on Linkedin. Josha, Brian Folla travels on instagram. The OB Tries 326 00:22:04.109 --> 00:22:12.230 Tche Ob ie tr I see, so there's a rapper, ob trice. 327 00:22:12.589 --> 00:22:15.549 He was in d twelve. My last name is, Oh, Brian, 328 00:22:15.220 --> 00:22:18.779 so I just ran with that and sort all my friends call me and then's 329 00:22:18.819 --> 00:22:22.460 been my name since, I know, for seventeen years, probably now. 330 00:22:23.140 --> 00:22:26.579 DB Trice, I found you just you, Brian. There it is. 331 00:22:27.259 --> 00:22:32.849 You can see a beautiful picture of the the Italian pat sure of you, 332 00:22:32.930 --> 00:22:34.890 but I'm not seeing the a I've requested you. So now we will see 333 00:22:34.970 --> 00:22:37.769 for all social friends on that. You know if should never accept me, 334 00:22:38.130 --> 00:22:44.359 I remember that. Five take the podcast down if I don't accept you. 335 00:22:45.359 --> 00:22:48.559 Yeah, that was good, though, so thanks for that, judge, 336 00:22:48.640 --> 00:22:53.720 Viki was it was useful. You've been listening to BB Revenue Acceleration. To 337 00:22:53.839 --> 00:22:57.319 ensure that you never miss an episode, subscribe to the show in your favorite 338 00:22:57.319 --> 00:23:00.990 podcast player. Thank you so much for listening. Until next time,

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