Transcript
WEBVTT
1
00:00:00.120 --> 00:00:04.519
Want to expand the reach of your
content, start a podcast, feature industry
2
00:00:04.639 --> 00:00:08.910
experts on your show and leverage the
influence and reach of your guests to grow
3
00:00:08.990 --> 00:00:18.670
your brand. Learn more at sweetphish
MEDIACOM. You're listening to be tob growth,
4
00:00:19.109 --> 00:00:23.500
a daily podcast for B TOB leaders. We've interviewed names you've probably heard
5
00:00:23.500 --> 00:00:27.379
before, like Gary vanner truck and
Simon Senek, but you've probably never heard
6
00:00:27.460 --> 00:00:31.699
from the majority of our guests.
That's because the bulk of our interviews aren't
7
00:00:31.739 --> 00:00:36.289
with professional speakers and authors. Most
of our guests are in the trenches leading
8
00:00:36.369 --> 00:00:41.170
sales and marketing teams. They're implementing
strategy, they're experimenting with tactics, they're
9
00:00:41.210 --> 00:00:45.729
building the fastest growing BTB companies in
the world. My name is James Carberry.
10
00:00:45.810 --> 00:00:49.329
I'm the founder of sweet fish media, a podcast agency for BB brands,
11
00:00:49.490 --> 00:00:52.600
and I'm also one of the cohosts
of this show. When we're not
12
00:00:52.719 --> 00:00:56.600
interviewing sales and marketing leaders, you'll
hear stories from behind the scenes of our
13
00:00:56.600 --> 00:01:00.560
own business. Will share the ups
and downs of our journey as we attempt
14
00:01:00.600 --> 00:01:04.549
to take over the world. Just
getting well, maybe let's get into the
15
00:01:04.629 --> 00:01:14.709
show. Welcome back to BEDB growth. I'm logan miles of sweet fish media.
16
00:01:14.989 --> 00:01:18.620
Today is another episode in the behind
the curtain series, and a really
17
00:01:18.700 --> 00:01:22.739
special one because we're going to be
introducing a new cohost of the show and
18
00:01:23.019 --> 00:01:26.260
a new member of the sweetfish team. I've got with me today, guys,
19
00:01:26.659 --> 00:01:29.340
Travis King. Travis, how you
doing today, man, man,
20
00:01:29.379 --> 00:01:32.859
I'm on awesome, Logan. I'm
super excited for this conversation about to have
21
00:01:33.049 --> 00:01:36.370
and I words can't describe how pump
I am. Awesome man, it is
22
00:01:36.810 --> 00:01:40.010
sometime coming. I am excited to
have you as part of the team,
23
00:01:40.049 --> 00:01:42.329
which I'll let you talk a little
bit about here as we get going,
24
00:01:42.530 --> 00:01:47.760
but your your energy, your passion
for be Tob marketing is just going to
25
00:01:47.840 --> 00:01:51.799
add a ton to this show.
Before we get into you know what you're
26
00:01:51.799 --> 00:01:55.680
going to be up to and something
that you wanted to share with listeners what
27
00:01:55.840 --> 00:01:59.400
you call your connection formula that we're
going to share with folks today as well.
28
00:01:59.480 --> 00:02:00.989
Let's just kick it off with a
little bit of your background, what
29
00:02:01.109 --> 00:02:06.069
you've been up to, and then
have you transition into you know why you're
30
00:02:06.109 --> 00:02:08.310
excited and what you're going to be
doing as a cohost here on BB growth.
31
00:02:08.789 --> 00:02:12.030
Yeah, man, I love too, Logan. So first, thanks
32
00:02:12.030 --> 00:02:14.550
so much for having me on.
I'm super excited. You know, been
33
00:02:14.550 --> 00:02:17.020
a long time listening to BB growth
for the last couple of years and I'm
34
00:02:17.060 --> 00:02:22.180
super pumped for the opportunity to be
on the show. And Man, where
35
00:02:22.180 --> 00:02:24.219
does it begin? What all started? Made Twenty Eight, one thousand nine
36
00:02:24.219 --> 00:02:28.939
hundred and ninety one, when my
mom and dad decided to bring me into
37
00:02:28.979 --> 00:02:31.449
this world. Back and wait,
yeah, man, back and way back
38
00:02:31.530 --> 00:02:37.009
up. So from Delaware, originally
went to college and Moravian. It's actually
39
00:02:37.050 --> 00:02:39.370
kind of it's funny how when I
went to Marav and I didn't really know
40
00:02:39.490 --> 00:02:44.250
much about, you know, this
college world and professional careers or anything like
41
00:02:44.319 --> 00:02:49.400
that, and it actually was through
a cold call to an alumni named Jeff
42
00:02:49.400 --> 00:02:53.520
Jenson, who taught me so much
about marketing, and he's no longer with
43
00:02:53.639 --> 00:02:57.599
us, but he was a guy
that, you know, really taught me.
44
00:02:57.800 --> 00:03:01.909
Had A you know, you're ring
that fire to business like he taught
45
00:03:01.949 --> 00:03:05.870
me so much and it words can't
describe how much he's meant to me and
46
00:03:05.949 --> 00:03:07.270
my career in my journey. So
just want to take the you know,
47
00:03:07.310 --> 00:03:10.349
a second to give him a shout
out. You know he's always watching and
48
00:03:12.110 --> 00:03:14.620
have my back and tell me to
not do things, and this is the
49
00:03:14.699 --> 00:03:16.620
better way to do with Travis,
only because he wanted the best for me.
50
00:03:16.699 --> 00:03:21.180
So just wanted to give it.
Thank you to Mr Jay for all
51
00:03:21.219 --> 00:03:24.180
the stuff he's done. And it
actually was Mr Jensen who introduced me to
52
00:03:24.580 --> 00:03:29.090
the CEO of the market game and
see where actually got my start here in
53
00:03:29.129 --> 00:03:32.250
New York City. So I literally
cold called alumni that happened to be in
54
00:03:32.409 --> 00:03:36.330
marketing and startups and was like,
Hey, Guy, I have an idea.
55
00:03:36.409 --> 00:03:39.169
I know you don't know me and
this is my question, like how
56
00:03:39.250 --> 00:03:44.479
do I get someone to give me
money for an idea? And that led
57
00:03:44.560 --> 00:03:47.039
to okay, little man, slow
down, maybe she'll get some experience here
58
00:03:47.080 --> 00:03:52.199
in New York. First and went
to brand connections, where I learned,
59
00:03:52.240 --> 00:03:55.349
you know, integrated marketing, and
they definitely helped challenge your brands, break
60
00:03:55.389 --> 00:04:00.909
through the noise and help brands like
Cholula, Johnson and Johnston juice, juice,
61
00:04:00.949 --> 00:04:02.870
like all these big name brands,
kind of get their name out in
62
00:04:02.909 --> 00:04:08.750
the market using guerrilla marketing strategies.
And then Auntie little Oh me was like,
63
00:04:08.949 --> 00:04:12.699
okay, how do I make more
money? I'm getting anxious here,
64
00:04:13.259 --> 00:04:15.699
and I took that, you know, opportunity to look at myself. I
65
00:04:15.899 --> 00:04:19.139
go all right, let me just
try this this other route. So I
66
00:04:19.259 --> 00:04:23.220
ended up add a ED tech start
up for about a year where I was
67
00:04:23.259 --> 00:04:26.730
selling directly a school districts and trying
to figure out, you know, different
68
00:04:26.769 --> 00:04:30.569
ways to tackle having three hundred and
down leads a day with also building a
69
00:04:31.290 --> 00:04:35.089
outbound engine that can work in tandem
together. So that was a lot of
70
00:04:35.170 --> 00:04:40.519
fun. was there for about a
year and then I went home for a
71
00:04:40.600 --> 00:04:46.319
little internal selfdiscovery and I'm learning and
also continuously was an entrepreneur and, you
72
00:04:46.439 --> 00:04:48.680
know, worked on some businesses help
them realize the value of their customers,
73
00:04:48.720 --> 00:04:53.589
that they're losing out simply by not
having a follow up strategy with their previous
74
00:04:53.589 --> 00:04:58.509
customers. So did that for about
a year and then got the amazing opportunity
75
00:04:58.589 --> 00:05:02.670
to go over to meet up where
I was helping them sell a community platform
76
00:05:02.750 --> 00:05:06.660
to enterprises. So I was trying
to figure out how to, you know,
77
00:05:06.939 --> 00:05:13.139
bring in companies like IBM, Amazon, Google and trying to show them
78
00:05:13.180 --> 00:05:16.100
the value of community through the platform
that we were helping build, and that's
79
00:05:16.139 --> 00:05:23.129
also where I jumped off my podcasting
career and James The shout out to James
80
00:05:24.089 --> 00:05:28.250
for pushing me to start a podcast. That came out of the result of
81
00:05:28.329 --> 00:05:31.290
a BDB growth inner that he runs
and I sat down with him. He
82
00:05:31.329 --> 00:05:35.040
said, Hey, Travis, like
you should start a podcasting community just because
83
00:05:35.079 --> 00:05:39.560
if you're someone that's so passionate about
learning about this topic, like and there's
84
00:05:39.600 --> 00:05:41.879
nobody doing it at the moment,
like you should go ahead and be that
85
00:05:42.000 --> 00:05:46.079
guy that pushes your message out there
and ask the questions. So all the
86
00:05:46.160 --> 00:05:49.069
way back full circle. Now it's, you know, I'm on the officially
87
00:05:49.110 --> 00:05:53.910
on the team as a cohost,
and it's just like that's how the connection
88
00:05:53.949 --> 00:05:58.990
formula works. It's you know people
first and then realizing that, you know,
89
00:05:59.110 --> 00:06:01.350
through those relationships, Opportunity will develop. But sometimes, like you just
90
00:06:01.430 --> 00:06:03.939
got to be patient with you know
what you're working on. So that was
91
00:06:03.980 --> 00:06:06.699
a long winded intro, but you
know, that's it's kind of like my
92
00:06:06.740 --> 00:06:11.660
quick background. Man, it was
perfect and I love you know the journey
93
00:06:11.779 --> 00:06:14.500
that you've been on. Certain people
have, you know, heard me talk
94
00:06:14.540 --> 00:06:17.500
about kind of my meandering career path. I think that's more and more common
95
00:06:17.610 --> 00:06:24.329
these days. But your passion for
people and connection are the common thread that
96
00:06:24.449 --> 00:06:26.769
I see through that, man,
and you and I have gotten to know
97
00:06:26.850 --> 00:06:31.250
each other, especially even even more
accelerated or the last couple of weeks since
98
00:06:31.329 --> 00:06:34.480
you've joined the team, and folks
who listen to the show know that.
99
00:06:34.680 --> 00:06:40.439
You know relationships are so important to
us at sweet fish and and that value
100
00:06:40.519 --> 00:06:44.519
matching up between you and the culture
we have here in the team with something
101
00:06:44.560 --> 00:06:46.189
I was really excited about. Plus, you bring a lot of be to
102
00:06:46.230 --> 00:06:49.550
be experience, a lot of passion
for marketing. You know, people who
103
00:06:49.589 --> 00:06:54.910
listen to the show have have heard
US talk about content based networking and you've
104
00:06:54.990 --> 00:06:59.430
executed that yourself. You know our
number one core value at sweet fish is
105
00:06:59.629 --> 00:07:04.180
love people well, and you obviously
have a passion for people and genuine connection.
106
00:07:04.379 --> 00:07:09.139
So all of that just seem like
too great a fit to pass up.
107
00:07:09.180 --> 00:07:12.779
So I'm I was super excited when
we were able to bring you onto
108
00:07:12.819 --> 00:07:15.250
the team here recently and I think
listeners are going to get a lot of
109
00:07:15.370 --> 00:07:19.410
that as they hear you interview marketing
leaders going forward here in the feed.
110
00:07:19.769 --> 00:07:24.170
So one we went to take it
a chance today to introduce you to be
111
00:07:24.290 --> 00:07:27.889
to be growth listeners let them know
that they'll be hearing from you here in
112
00:07:27.930 --> 00:07:30.199
the feed on BB growth going forward. But we didn't want to just stop
113
00:07:30.279 --> 00:07:33.279
there. We want to give some
value to listeners who have taken the time
114
00:07:33.439 --> 00:07:36.839
to click play on this episode.
So one of the things you alluded to
115
00:07:36.959 --> 00:07:41.240
their man, is what we're going
to unpack today for listeners, and that's
116
00:07:41.480 --> 00:07:45.430
what you call your connection formula.
And there's really three things you've got to
117
00:07:45.509 --> 00:07:49.750
add together to get to meaningful and
genuine connections, and that is focusing,
118
00:07:49.790 --> 00:07:56.709
number one, on friendship first,
to focusing on connection, not just activities.
119
00:07:56.990 --> 00:08:01.100
And three, you've got to recognize
and you've got to execute this idea
120
00:08:01.180 --> 00:08:03.180
that everything is human driven. And
so we're going to go through those and
121
00:08:03.259 --> 00:08:07.500
then we're going to give people a
little bit of a tactical advice on how
122
00:08:07.540 --> 00:08:09.300
to implement this. But let's break
it down for folks. As we talk
123
00:08:09.339 --> 00:08:13.850
about what you call your connection formula, talk about friendship first, number one.
124
00:08:15.209 --> 00:08:18.529
Yeah, love to. So,
since we'RE TALKING BE TOB marketing in
125
00:08:18.610 --> 00:08:22.329
the context, that's kind of like
what I'll be sharing. So when it
126
00:08:22.370 --> 00:08:24.529
comes to be, to be marketing. Number One, friendship first. So
127
00:08:26.529 --> 00:08:33.200
connection means forming a unique link between
you and another human always. So if
128
00:08:33.279 --> 00:08:37.080
the goal is friendship first, always, it allows you to turn business into
129
00:08:37.120 --> 00:08:41.590
a part of the story instead of
being the entire story. So a lot
130
00:08:41.669 --> 00:08:45.590
of times I find that people reach
out and they're like, Oh my God,
131
00:08:45.710 --> 00:08:48.950
that guy saw that you work in
business development. Like would love to
132
00:08:48.070 --> 00:08:54.309
introduce myself to you. Not Valuable
to me. So I'm like, well,
133
00:08:54.029 --> 00:08:58.340
maybe if you were friends with me, you'd see that I'm a triple
134
00:08:58.340 --> 00:09:01.740
jump where. You'd see that I
have a cat, you'd see that I
135
00:09:01.980 --> 00:09:07.220
like sports and like. If you
lead with those sorts of things first and
136
00:09:07.419 --> 00:09:09.820
realize that, well, you're going
to be able to, you know,
137
00:09:09.940 --> 00:09:13.009
number one, develop friends. Like
we're lonelier than ever and I'm the first
138
00:09:13.009 --> 00:09:16.490
to say I'm lonely out here Logan. So if I can get some friends
139
00:09:16.610 --> 00:09:20.929
like, I definitely like, I'm
up for it. Number two, you
140
00:09:22.009 --> 00:09:24.279
know, you build an authentic relationship
right off the bat. So if we
141
00:09:24.480 --> 00:09:28.759
connect over the giants, because that's
my favorite sports teams, shout out,
142
00:09:28.799 --> 00:09:33.480
say Quan, shout out giants,
then like, regardless, we're going to
143
00:09:33.519 --> 00:09:37.120
have something to talk about that's not
related to business. Yeah, so definitely
144
00:09:37.279 --> 00:09:39.549
friendship first is finding something to connect
with someone over. That's as simple as
145
00:09:39.590 --> 00:09:43.669
their favorite sports team. Is Not
Rocket Science. Yeah, for all the
146
00:09:43.710 --> 00:09:46.070
BB sales people out there listening to
this, I mean you really put the
147
00:09:46.190 --> 00:09:50.350
context there. You know, so
many people talk about social selling and that's
148
00:09:50.389 --> 00:09:54.659
just basically, you know, the
first version that you gave. Oh Hi,
149
00:09:54.860 --> 00:09:58.220
Travis, I see that you're in
business spiltment at sweet fish media.
150
00:09:58.580 --> 00:10:03.259
That's not being social, that's just
selling on social. So that's the only
151
00:10:03.340 --> 00:10:07.970
way that social selling actually applies to
that. But when you think about it,
152
00:10:07.289 --> 00:10:11.370
okay, these are people that I
want to get to know, I
153
00:10:11.490 --> 00:10:15.850
want to build a relationship with.
There may be a business reason behind it,
154
00:10:16.169 --> 00:10:18.850
but I'm going to I'm going to
pause before I just jump straight to
155
00:10:18.009 --> 00:10:22.240
business and I'm going to use social
to learn about them, to engage with
156
00:10:22.360 --> 00:10:28.279
them, to find some common interests
and to invest before I ask. So
157
00:10:28.440 --> 00:10:33.519
I think the way that you just
flip those two examples of quote unquote social
158
00:10:33.559 --> 00:10:37.350
selling were a perfect example of that
friendship first mindset and talking about focusing on
159
00:10:37.750 --> 00:10:43.149
connection rather than activities. Maybe there's
a good example there in your story with
160
00:10:43.230 --> 00:10:48.029
getting to know James or another one
in your career there. Yeah, so
161
00:10:48.389 --> 00:10:50.259
I'd love to bring up the store
with James because it's one of the most
162
00:10:50.299 --> 00:10:54.220
important and impactful stories of my life, to be honest. And when it
163
00:10:54.299 --> 00:11:01.659
came down to like realizing that I
was connected to a podcast that focused on
164
00:11:01.740 --> 00:11:05.409
bedb growth, I listen to that
podcast like it was my girlfriend, like
165
00:11:05.690 --> 00:11:09.090
I listened to bedb growth on the
subway. I listen to bedb growth at
166
00:11:09.169 --> 00:11:15.730
work at the office, and I
had numerous connections with the show and then
167
00:11:15.769 --> 00:11:18.720
when the opportunity came up to be, you know, a guest at lunch
168
00:11:18.799 --> 00:11:22.320
with James, I was like,
sign me up, I will be there,
169
00:11:22.799 --> 00:11:26.799
and it was fortunate that, you
know, the the connection that got
170
00:11:26.840 --> 00:11:31.840
us there was the podcast that I
already had a relationship with and I didn't
171
00:11:31.879 --> 00:11:33.470
even know James at all. I
just knew that, you know, he
172
00:11:33.710 --> 00:11:37.950
was killing it in digital marketing,
I knew he was killing it on social
173
00:11:37.350 --> 00:11:39.789
I knew it was killing it with
sweet fish and I'm like, I just
174
00:11:39.870 --> 00:11:45.350
want to be friends with this dude, like he's cool. And so it
175
00:11:45.429 --> 00:11:48.220
didn't come down to how many times
that I said James and email. How
176
00:11:48.259 --> 00:11:50.899
many times it James Call me?
How many times did he tweet me?
177
00:11:52.220 --> 00:11:54.220
How many times, if he linked
in message me and I didn't respond to
178
00:11:54.379 --> 00:11:58.659
the first fifteen of them, that
look like the same message. It was
179
00:11:58.019 --> 00:12:03.009
the connection. So by focusing on
connection and not activities like one I guess
180
00:12:03.090 --> 00:12:09.330
thought I'd give for people listening is
focus on actually making a genuine connection with
181
00:12:09.529 --> 00:12:13.490
someone, not you have the email
this account sixteen times, or you have
182
00:12:13.529 --> 00:12:16.519
to call this account thirty times,
or we have to do sixteen social touches,
183
00:12:16.600 --> 00:12:20.960
because at the end of the day, that's fifty activities that probably are
184
00:12:20.000 --> 00:12:24.840
falling on deaf ears. And if
you focus on realizing that, oh wow,
185
00:12:24.360 --> 00:12:28.960
he really loves the giants and so
like, maybe I could figure out
186
00:12:28.960 --> 00:12:31.710
a way to connect with him about
what happened this week and we just want
187
00:12:31.750 --> 00:12:35.950
our first game. HMM. Yep, people are freaking out about Daniel Jones,
188
00:12:35.029 --> 00:12:41.190
right, and who's that Guy Man? So touch on this third piece
189
00:12:41.230 --> 00:12:45.019
as we round out. We've talked
about friendship. First, focusing on connection,
190
00:12:45.259 --> 00:12:48.899
not activities. And then the third
thing. Everything is human driven.
191
00:12:50.139 --> 00:12:52.820
Talk about this specifically in the context
of BB sales, maybe. Yeah,
192
00:12:52.980 --> 00:12:58.850
so everything human driven, right,
so everything that every person on your team
193
00:13:00.090 --> 00:13:05.809
does is typically behind a computer screen
or behind a phone, and you've probably
194
00:13:05.889 --> 00:13:11.090
often found that when you have people
that actually engage in real life meetings,
195
00:13:11.730 --> 00:13:16.320
there's a higher percentage that that's a
more impactful activity. Hopefully some people agree
196
00:13:16.360 --> 00:13:22.120
with me and everything being human driven. It's behind the screens, behind the
197
00:13:22.279 --> 00:13:28.309
phones, behind all the technology,
there's a person and nothing in the speed
198
00:13:28.350 --> 00:13:33.110
to be marketing world happens without people. And if you can focus on realizing
199
00:13:33.190 --> 00:13:39.070
that weight, I shouldn't be driving
without reach or sales loft, their gmail
200
00:13:39.669 --> 00:13:43.259
or ring, DNA or any of
these other softwares that people are using to
201
00:13:43.340 --> 00:13:48.899
drive their sales process forward. I
have to drive my ship forward as a
202
00:13:48.980 --> 00:13:52.820
human to bring value to the person
that's on the other side of this message
203
00:13:52.860 --> 00:13:56.649
that I'm sending, and that is
what drives the sales function, that's what
204
00:13:56.809 --> 00:14:01.210
drives the marketing function and that's how
that engine actually continues to scale as you
205
00:14:01.289 --> 00:14:05.009
go. Yeah, I mean one
thing I've heard people kind of push back
206
00:14:05.049 --> 00:14:11.080
against is, you know, the
advent and the increase in productivity of sales
207
00:14:11.120 --> 00:14:15.919
engagement tools like outreach has not meant
to be just okay, we just turn
208
00:14:15.960 --> 00:14:18.879
it on and then we let the
machine do things. It's meant to empower
209
00:14:20.159 --> 00:14:24.909
greater productivity for the reps that are
using it. So focusing on the human
210
00:14:24.950 --> 00:14:30.110
behind it, because I can be
more organized and more efficient with my outreach.
211
00:14:30.190 --> 00:14:33.870
That means I have more time to
think about how can I personalize it
212
00:14:33.990 --> 00:14:35.350
and those sorts of things. And
to your point, I think a lot
213
00:14:35.389 --> 00:14:39.700
of people are using tools like that
to just set it and forget it on.
214
00:14:39.779 --> 00:14:41.460
The machine is doing my job and
then at the same time they hop
215
00:14:41.620 --> 00:14:45.340
on Linkedin and say, oh no, bb sales is in trouble, we're
216
00:14:45.340 --> 00:14:48.220
going to be taken over by the
bots. Not if you focus on the
217
00:14:48.299 --> 00:14:52.850
parts that you do well and then
use the technology as a layer to increase
218
00:14:52.929 --> 00:14:56.970
the volume or, you know,
decrease the time you need to do um
219
00:14:58.169 --> 00:15:01.929
on research, to on people that
you're trying to reach out to, those
220
00:15:01.009 --> 00:15:03.490
sorts of things. So that's what
I hear when I hear you talking about,
221
00:15:03.769 --> 00:15:07.480
you know, everything being human driven. It definitely rings true for me.
222
00:15:07.600 --> 00:15:13.919
Man Any advice as we wrap up
travis for BB sales folks or sales
223
00:15:13.960 --> 00:15:18.120
or marketing leaders in implementing any of
this or ways that they can think about
224
00:15:18.559 --> 00:15:22.830
implementing what you talked about here in
this connection formula. Yeah, so definitely.
225
00:15:22.870 --> 00:15:26.990
The first piece of advice that I
would throw out there right now is
226
00:15:26.190 --> 00:15:31.909
messaging. That's something that is vital
and I don't think it's really understood at
227
00:15:31.950 --> 00:15:35.980
a level and depth that it needs
to be, especially in today's, you
228
00:15:37.100 --> 00:15:41.419
know, sales world. Messaging is
probably, if not one of the most
229
00:15:41.419 --> 00:15:46.259
important pieces of being in marketing and
sales. And so when I say messaging,
230
00:15:46.299 --> 00:15:50.250
I mean WHO's responding? What's their
title? What's their role? What
231
00:15:50.370 --> 00:15:54.009
are their interest work related, not
work related? What skills do they possess?
232
00:15:54.570 --> 00:15:58.889
What passions do they have? So, like think about who's responding and
233
00:15:58.009 --> 00:16:03.919
like really use this to continuously update
your ideal customer profile and understand like,
234
00:16:04.320 --> 00:16:08.200
okay, like this was our ICEP
in July of two thousand and seventeen and
235
00:16:08.399 --> 00:16:12.639
it actually evolved fifteen times now in
September two thousand and nineteen. So like
236
00:16:12.879 --> 00:16:18.830
be adaptable to changing your ICP.
I think would be one quick thing that
237
00:16:18.909 --> 00:16:22.830
they can take away. The second
thing I'm thinking is to implement real human
238
00:16:22.909 --> 00:16:26.389
connection. I just think these a
couple of principles will be super helpful.
239
00:16:26.629 --> 00:16:32.789
So number one, be all in, be one hundred percent dedicated to connecting,
240
00:16:33.379 --> 00:16:40.539
to connecting. Period number two,
a relationship in a connection system that
241
00:16:40.740 --> 00:16:45.980
you guys can start to mold some
sort of process around. So, okay,
242
00:16:45.460 --> 00:16:51.330
well, Logan and Travis connected ten
times before we even had a business
243
00:16:51.490 --> 00:16:56.889
related conversation. Yea. Does that
impact the outcome of that relationship where that
244
00:16:56.009 --> 00:17:02.600
first business experience or conversation? Yeah, maybe look at how many times you've
245
00:17:02.759 --> 00:17:07.000
created just a value added touch to
someone or a non ask before you make
246
00:17:07.079 --> 00:17:10.799
that ask and then, as you
look at that kind of benchmark that,
247
00:17:11.480 --> 00:17:15.039
think of ways how can we delay
the ask in a way that still going
248
00:17:15.160 --> 00:17:19.349
to propel things forward, or how
can we put more value ahead of that
249
00:17:19.390 --> 00:17:25.150
ask, in either greater volume or
a higher level value, those sorts of
250
00:17:25.190 --> 00:17:26.269
things. So that's what I hear
when I hear you saying that. Man.
251
00:17:26.750 --> 00:17:30.700
Oh yeah, that's a hundred percent
spot on, Logan, a hundred
252
00:17:30.740 --> 00:17:33.339
percent spot on. And I think
the last thing I'd want to add is
253
00:17:33.859 --> 00:17:37.819
I'll take this to dating really quickly, because everybody's everybody's talking about it,
254
00:17:37.859 --> 00:17:41.420
everybody's thinking about it. facebook just
release the dating APP inside of their platform.
255
00:17:41.420 --> 00:17:44.690
That I'm sure not a lot of
people have heard about. But the
256
00:17:44.849 --> 00:17:49.690
main thing. Another like really important
key element is reach out to people that
257
00:17:49.769 --> 00:17:55.210
are open to connecting. Like I
can't emphasize that enough either, Logan,
258
00:17:55.250 --> 00:18:00.839
because sometimes, like, people just
aren't open to connect and people's linkedins can
259
00:18:00.920 --> 00:18:03.720
literally be a leading indicator that they
might not be the linkedin type of person.
260
00:18:04.079 --> 00:18:07.759
So they might need a phone call
or an email or like a direct
261
00:18:07.839 --> 00:18:11.599
drop in in their office to actually
get in front of them. So first,
262
00:18:11.680 --> 00:18:17.869
be one hundred caded, one hundred
percent dedicated and all in on connecting.
263
00:18:17.910 --> 00:18:22.109
A second takeaway is, you know, try to build or formulate your
264
00:18:22.109 --> 00:18:26.190
own relationship or connection system that you
can use as an indicator to see how
265
00:18:26.269 --> 00:18:30.579
many initial engagements or how many value
ads led to a specific sort of outcome.
266
00:18:30.859 --> 00:18:33.619
And then, thirdly, talk to
people that are open and connecting.
267
00:18:33.819 --> 00:18:37.859
There are more than enough out there
inside of companies that might not fit your
268
00:18:37.859 --> 00:18:41.450
ideal customer profile per se, and
they might lead you up into a conversation
269
00:18:41.529 --> 00:18:45.849
later on. That like happens in
two thousand and twenty one and that's what
270
00:18:45.130 --> 00:18:48.529
this ground work is for. It's
a more long term strategy to opening,
271
00:18:48.569 --> 00:18:52.369
which a lot of sales lose.
I'll be straight up. They want short
272
00:18:52.410 --> 00:18:55.799
term results, they want this quarter. So it's like, if you're open
273
00:18:55.880 --> 00:18:57.880
to long term gains, long term
growth, you have to be open and
274
00:18:59.000 --> 00:19:02.400
realizing that some of these relationships are
just going to take more time in your
275
00:19:02.599 --> 00:19:06.480
typical one and done, wham Bam
thinking ma'am, sort of you know,
276
00:19:06.599 --> 00:19:08.960
outreach. Yeah, absolutely, Man, playing the long game is something we've
277
00:19:10.000 --> 00:19:15.309
talked about a long time. Obviously, for anybody seeing that this episode is,
278
00:19:15.710 --> 00:19:19.109
you know, almost episode one two
hundred of this podcast will recognize that
279
00:19:19.150 --> 00:19:23.500
that is something that we value greatly
here, man. So again, just
280
00:19:23.700 --> 00:19:29.180
everything you're talking about is right in
line with everything that we're trying to execute
281
00:19:29.500 --> 00:19:32.700
here at sweet fish and the message
that we're trying to share. Man.
282
00:19:32.779 --> 00:19:36.700
So I really appreciate you coming on, kicking things off, jumping in to
283
00:19:36.740 --> 00:19:40.450
be a cohost of the show.
I'm really excited for folks who aren't already
284
00:19:40.569 --> 00:19:44.970
connected with you. Let's give them
the opportunity to connect, if that's not
285
00:19:45.170 --> 00:19:48.609
too Meta today. What's the best
way for someone to reach out and stay
286
00:19:48.690 --> 00:19:52.210
connected follow along with your journey,
Travis. Yeah, so the best way
287
00:19:52.450 --> 00:19:56.400
it's simplest is linkedin. You can
find me Linkedin my handles Travis King.
288
00:19:56.720 --> 00:20:00.880
One someone already had travis king and
I was like, I was close.
289
00:20:02.279 --> 00:20:06.559
But then you can also connect with
me on instagram. This is travis so
290
00:20:06.839 --> 00:20:11.390
Thhi, S I z Tra a
vis and then if you want to connect
291
00:20:11.390 --> 00:20:14.950
to the podcast, you can feel
free to, you know, just google
292
00:20:15.069 --> 00:20:18.789
the community build podcast with Travis King
and listen to it on whatever platform suture
293
00:20:19.109 --> 00:20:22.539
fancy. Awesome, man. Hey, this has been fantastic. preciated,
294
00:20:22.660 --> 00:20:30.500
Travis. Thanks Logan. Is a
pleasure. We totally get it. We
295
00:20:30.619 --> 00:20:33.259
publish a ton of content on this
podcast and it can be a lot to
296
00:20:33.339 --> 00:20:37.410
keep up with. That's why we've
started the BOB growth big three, a
297
00:20:37.609 --> 00:20:42.009
no fluff email that fools down our
three biggest takeaways from an entire week of
298
00:20:42.089 --> 00:20:48.849
episodes. Sign up today at Sweet
Fish Mediacom big three. That sweet fish
299
00:20:48.930 --> 00:20:51.480
Mediacom Big Three