Transcript
WEBVTT
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Want to expand the reach of your
content, start a podcast, feature industry
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experts on your show and leverage the
influence and reach of your guests to grow
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your brand. Learn more at sweet
fish Mediacom. You're listening to be tob
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growth, a daily podcast for B
TOB leaders. We've interviewed names you've probably
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heard before, like Gary Vander truck
and Simon Senek, but you've probably never
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heard from the majority of our guests. That's because the bulk of our interviews
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aren't with professional speakers and authors.
Most of our guests are in the trenches
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leading sales and marketing teams. They're
implementing strategy, they're experimenting with tactics,
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they're building the fastest growing betb companies
in the world. My name is James
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Carberry. I'm the founder of sweet
fish media, a podcast agency for BB
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brands, and I'm also one of
the cohosts of this show. When we're
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not interviewing sales and marketing leaders,
you'll hear stories from behind the scenes of
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our own business. Will share the
ups and downs of our journey as we
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attempt to take over the world.
Just getting well, maybe let's get into
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the show. Welcome back to be
tob growth. I'm Logan Leles with sweet
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fish media. I'm joined today by'm
a good friend James Carberry. We are
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here with another behind the curtain episode, as we're talking today a little bit
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about thinking on the touch points within
your employee experience. It's James, before
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we jumping into days topic. Man, how you doing? I am fantastic,
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dude. I'm really pumped to talk
about this idea. I got an
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email from our CEO, bill yesterday
because we are in the process of hiring
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a couple different people right now and
bill has been working on the offer lip
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ors for these folks and he sent
me an email and he said, hey,
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James, just trying to think through
how can we sweet fish this up
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a little bit, which I thought
was really cool that, you know,
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he's been our coe for now,
I think, two or three months,
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and he has seen us try to
plus experiences with our customers and with our
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employees in a lot of different ways, and so for him to be creating
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a offer letter and send an email
saying hey, I had a couple ideas
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for how we could make this offer
letter a lot more exciting and a lot
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more memorable. Basically, creating a
better experience for our hopefully new employees that
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we're sending these offer letters to,
and I loved it. So he threw
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out a couple ideas that I thought
were so fun and and just really outside
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the box. He said, James, what if we, instead of just
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sending them an offer letter, what
if we sent them a singing telegram to
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their house and somebody showed up singing
that they got the job? And I
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just thought, Bill, that is
freaking brilliant. You said. Or,
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you know, we could do like
a drone drop, where we like drop
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them a physical offer letter from a
drone. Some people might might think that
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the Russians were coming to get us
or something. I thought, don't I
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don't know exactly how well received the
drone drop would be, but I thought
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both of those ideas were so fun
and we're trying to inject fun throughout every
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different touch point and I just think
that offer letters are something that you don't
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really think about as a touch point
for your employees, but that's a really
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special moment. That's something that bill
called out. He said, James,
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you know that that's a really cool
like to be offered a job is a
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really special thing. It's really memorable
thing. But you know, right now
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we're just sending this in this kind
of Google Doc pdf thing and it's like
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man, that's not really our style. Let's try to plus that, let's
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let's make that more special. And
so the you know, are we going
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to land on singing telegrams or a
drone drop? I don't know. We
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haven't fleshed that out. I just
got the email from yesterday, but you
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can bet your tail feathers that I
was googling what are singing telegram offers and
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in Tampa yesterday. So we're looking
into figuring that out. But it's fun
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to talk about because I was actually
at inbound a couple days ago and one
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of our customers, vide yard,
I was meeting with them and he sent
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me a screenshot of one of the
slides in his presentation that he was doing
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it in bound and the slide was
a screenshot of you Logan, myself,
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our coo bell and one of our
producers, Isabelle, because we send all
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of our new customers this welcome video. I think it was Alicia, Oh,
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is it was it Alicia. So
we send these welcome videos to new
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customers. Just saying hey, this
is your producer and you know, these
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some different folks from the team.
We're so excited that you're on board with
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us. We got that idea after
listening or reading never lose a customer again
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by Joey Coleman, and it was
a fantastic, it is fantastic thing for
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us to implement. Our goal and
doing it was to eliminate buyers remorse.
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So what is something that we can
do in the customer experience shortly after someone
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pulls a trigger and says yes,
to give them a sense of assurance that
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they're working with a great team that's
really going to care for them and and
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produce, you know, the result
that they're looking to get? And so
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in doing those videos we've gotten just
enormous response. And so I think when
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you do things different, when you
do things outside the box, it creates
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opportunities for, you know, buzz
and and traditional like things that you are
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trying to create for your brand,
regardless getting talked about at a conference.
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The size of inbound is obviously like
a really huge upside for us, but
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I think applying that to the employee
experience as well, and how can we
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dissect every part of our employee experience
and make it special and make it memorable.
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So wanted to share that because it's
something that I just thought builded a
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fantastic job of pointing out. I
would definitely not have thought of that,
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but after seeing his email yesterday,
I thought that's brilliant and we need to
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share with the folks that are that
are listening to the show. Yeah,
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you make a really good correlation there
in you know, what we try to
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hone in on on in an important
emotional point in our buyers journey. I
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think I heard Joey Coleman talk about
this on the customer experience podcast where he
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was saying that, you know,
when when a new customer signs up,
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that's when we're most excited, right, like we you got a new logo
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to celebrate your rain Sales Gong or
whatever. But it's an emotional, you
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know, potential low point often times
for customers, where buyers remorse can set
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in. Have I made the right
decision? How is my boss going to
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feel about this? If we if
we didn't make the right decision, what
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does this mean for me? And
so similarly, when you're taking a new
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job, most of us, you
know, are not changing jobs every every
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year. I mean it's more frequent
than it used to be a generation ago,
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but to your point, it's a
very big deal and there's there's a
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chance for negative emotions in you know, kind of decision remorse there, or
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there's an opportunity for yes, I
really made the right decision, and so
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I think the the lesson there is
to think about what are those pivotal moments
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and are you maximizing those? Yeah, they can be big ones like that,
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where they can be small ones,
and a brand that that we've looked
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at quite a bit in how they
approach things and their customer experiences. Gusto,
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you know they're there. are a
payroll system and other things related to
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kind of what most people would think
of is just kind of like your run
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offe mill hr stuff that's not very
fun. Like how do you make that
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fun? But you think about it, like we get paste of emails because
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we get a direct deposit, and
what do ninety nine percent of those look
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like. That just like just the
standard form. It's ugly, that sort
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of stuff, and you get an
email if you use Gusto, that's like
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Hooray, it's payday, and just
thinking about that as a human as opposed
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to just a function of the business
that like, yeah, paydays fun,
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right, and so let's make that
fun and other things that they do.
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When someone gets on boarded into Gusto, Oh hey, they're a new team
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member. You know, sign this
card welcoming them to the team. And
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so I think the common theme here
in between Bills Brilliant idea what we see
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brands like Gusto doing and how you
can take customer experience thoughts from folks like
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Joey Coleman to your employee experience.
Is You don't have to like one day
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just like Oh, we're going to
create this amazing fun culture. Start to
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think about what are the pivotal moments
and how can we make those a little
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bit better? How can we make
those reflect the experience that we want to
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have as a team a little bit
more, and over time you will improve
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that employee experience. I love it. The one thing that bill mentioned to
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me yesterday. He said, James, you know, one way that I
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like to think about this is to, you know, think about whether it's
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and this actually applies to the customer
experience as well as the employee experience,
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but think about like what is that
person going to go home and talk to
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their spouse about or their kids about, like can you create something in their
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day that is worthy of them,
you know, talking about it at the
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dinner table that night? And I
think that's that's a really fun way to
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think about it. Like, if
our job is to create really fun,
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memorable experiences from employees and for our
customers, I think that's going to be
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a recipe for a really strong business. Yeah, absolutely, Man. I
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mean you and I have talked offline
numerous times about Jay Bears, book talk
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triggers. It reminds me of that. Like what can you do that is
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going to be worthy of someone talking
to their significant other or, you know,
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their family or their friends about?
And just work backward from there.
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Put yourself in those shoes and it
comes back to you know, anything in
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creating a great customer experience or employee
experience. I think if you start with
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empathy and putting yourself in their shoes
and work backwards, then you're going to
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be set up for success. So
I think these are some some great,
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some fun ideas. Will see how
the the drones go. Maybe we need
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our own drones so that we can
have an excuse to have a sweet fish
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branded drone to play that around,
but maybe that's not practical. In the
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meantime, if you're listening to this
and and you like these behind the curtains
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episodes, you may want to check
out and follow James and I on instagram.
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He's at James Carberry. I'm at
I am Logan Lyles. We've been
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trying to up our game. There
were still very active on Linkedin. Would
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love to connect with you there for
not already connected, but especially on Instagram
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we're doing more behind the scenes stuff
of the travel we're doing, how we're
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the things that we're doing with our
customers and with our employees and those sorts
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of things. So would love to
stay connected with you there. James was
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nath another great conversation. Man,
thanks for taking time to share builds fantastic
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recent idea and kind of the theme
here that people can take away from it.
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Awesome, man. Hope to do
it again. We totally get it.
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We publish a ton of content on
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