#CX 28 - Creating Alignment with the SaaS Sales Method w/ Ethan Beute

WEBVTT 1 00:00:00.160 --> 00:00:04.200 A relationship with the right referral partner could be a game changer for any be 2 00:00:04.360 --> 00:00:08.509 to be company. So what if you could reverse engineer these relationships at a 3 00:00:08.589 --> 00:00:14.230 moment's notice, start a podcast, invite potential referral partners to be guests on 4 00:00:14.349 --> 00:00:19.510 your show and grow your referral network faster than ever? Learn more. At 5 00:00:19.589 --> 00:00:29.300 Sweet Fish Mediacom you're listening to be tob growth, a daily podcast for B 6 00:00:29.420 --> 00:00:33.700 TOB leaders. We've interviewed names you've probably heard before, like Gary Vander truck 7 00:00:33.780 --> 00:00:37.609 and Simon Senek, but you've probably never heard from the majority of our guests. 8 00:00:38.289 --> 00:00:42.250 That's because the bulk of our interviews aren't with professional speakers and authors. 9 00:00:42.850 --> 00:00:46.689 Most of our guests are in the trenches leading sales and marketing teams. They're 10 00:00:46.689 --> 00:00:52.159 implementing strategy, they're experimenting with tactics, they're building the fastest growing BEDB companies 11 00:00:52.200 --> 00:00:55.399 in the world. My name is James Carberry. I'm the founder of sweet 12 00:00:55.399 --> 00:00:59.079 fish media, a podcast agency for BB brands, and I'm also one of 13 00:00:59.119 --> 00:01:03.039 the CO hosts of this show. When we're not interviewing sales and marketing leaders, 14 00:01:03.240 --> 00:01:06.790 you'll hear stories from behind the scenes of our own business, will share 15 00:01:06.829 --> 00:01:10.189 the ups and downs of our journey as we attempt to take over the world. 16 00:01:10.790 --> 00:01:19.620 Just getting well? Maybe let's get into the show. Hey, because 17 00:01:19.659 --> 00:01:25.140 you're listening to this show, I know that you already understand how important the 18 00:01:25.180 --> 00:01:30.340 customer experience is and you probably understand that it's made up of every single touch 19 00:01:30.459 --> 00:01:34.890 point that a customer or future customer might have with any of your people, 20 00:01:34.930 --> 00:01:38.329 any of your collateral, your website, all of these various places they can 21 00:01:38.370 --> 00:01:45.329 interact with you, and the customer experiences comprised of the thoughts, feelings in 22 00:01:45.569 --> 00:01:49.799 stories that they're left with after those interactions. So we need to work together 23 00:01:49.840 --> 00:01:55.359 throughout the entire organization, from sales to marketing, to see us from the 24 00:01:55.439 --> 00:02:00.719 front desk to the sea suite, to do this in aligned intentional and holistic 25 00:02:00.760 --> 00:02:05.629 way. It's the best way to differentiate our businesses and it's the best way 26 00:02:05.950 --> 00:02:09.270 to grow our businesses. My name is Ethan Butte. I host the customer 27 00:02:09.310 --> 00:02:15.629 experience podcast and I cohost the BB growth show. Specifically, I host the 28 00:02:15.710 --> 00:02:20.580 CX series on the show and in this short episode I'm going to offer to 29 00:02:20.620 --> 00:02:24.699 you a very valuable resource that I recently came in touch with. So recently 30 00:02:24.740 --> 00:02:29.539 I went to New York City with one of our cofounders at bombomb Darren Dawson, 31 00:02:29.580 --> 00:02:31.610 who, by the way, is a previous guest here on the show 32 00:02:32.090 --> 00:02:37.930 and the gentleman I've had the privilege of working longer with than any other professional 33 00:02:38.050 --> 00:02:40.849 in my entire career. So we headed to New York to the unleashed summit 34 00:02:40.889 --> 00:02:45.759 series from outreach, awesome company. We have a great software integration with them. 35 00:02:46.199 --> 00:02:50.280 Really sharp up team, great product, growing very quickly, good people. 36 00:02:50.759 --> 00:02:53.280 So we went to their event and they offered an executive breakfast. Now, 37 00:02:53.479 --> 00:02:57.400 Darren and I didn't really know what that breakfast was going to be about, 38 00:02:57.479 --> 00:03:00.830 but hey, it's breakfast and it's probably going to be fun and interesting 39 00:03:00.909 --> 00:03:04.270 and educational, will probably meet a couple cool people. All of that happened. 40 00:03:04.629 --> 00:03:07.629 But when we got there we realized it was one of those kind of 41 00:03:07.750 --> 00:03:12.430 soft as you sales pitches and interestingly, I could not have been any happier 42 00:03:12.469 --> 00:03:15.659 about it. Typically, when you get into these experiences you say, Oh, 43 00:03:15.860 --> 00:03:19.460 I see what's coming. In this case, the host of the breakfast 44 00:03:19.819 --> 00:03:23.419 opened it up by fielding fifteen or twenty minutes of questions, to provide value, 45 00:03:23.819 --> 00:03:29.689 demonstrate his expertise and to get emotional and cognitive buying from the thirty or 46 00:03:29.689 --> 00:03:31.729 so people in the room, and he did a masterful job of it. 47 00:03:32.250 --> 00:03:37.129 This guy's name is Jacko Vander Koi. He's with winning by design. They 48 00:03:37.210 --> 00:03:42.960 consult SASS companies like ours and are advancing an evolution of the sales and CS 49 00:03:43.080 --> 00:03:46.800 process called the SASS sales method. So what I'm going to do here is 50 00:03:46.840 --> 00:03:49.879 share a few key points and then send you off, maybe to order a 51 00:03:49.919 --> 00:03:53.240 book or check out their Youtube Channel, which, of course, is absolutely 52 00:03:53.319 --> 00:03:57.349 free and loaded with value. Now, if you've seen Jacko present before, 53 00:03:57.909 --> 00:04:01.550 you've probably recognized if. He's got a very distinct style of presentation. I 54 00:04:01.710 --> 00:04:05.509 find it engaging, but even if you don't, you have to value the 55 00:04:05.629 --> 00:04:10.860 content it's so good. Who is it relevant to? In their own words, 56 00:04:10.900 --> 00:04:14.300 as anyone who works with customers, I'm going to quote them from one 57 00:04:14.300 --> 00:04:17.620 of the books that I've read. Everyone in the organization must sell all the 58 00:04:17.779 --> 00:04:24.220 time. They must work to uncover and realize more business impact for the customer 59 00:04:24.259 --> 00:04:29.930 all the time. So every employee, all the time for the benefit of 60 00:04:30.009 --> 00:04:33.290 the customer. Sounds a lot like customer experience to me. Another quote. 61 00:04:33.529 --> 00:04:39.639 The SASS sales method offers a new, uniform methodology for all customer facing roles 62 00:04:39.720 --> 00:04:43.600 in businesses with a recurring revenue model. Of course, we know the recurring 63 00:04:43.639 --> 00:04:47.600 revenue model is far beyond Sas so many business models are going recurring. So 64 00:04:47.800 --> 00:04:51.639 even if you're not in a software company, this applies to you and for 65 00:04:51.720 --> 00:04:56.829 those customer facing roles, they include, but are not limited to marketing, 66 00:04:56.910 --> 00:05:01.750 prospecting, selling, customer success and account management. The approach is very anti 67 00:05:01.949 --> 00:05:06.899 silo and I see this as foundational to my view of customer experience. One 68 00:05:06.939 --> 00:05:11.220 of the reasons I host the show and enjoy it so much is that I'm 69 00:05:11.339 --> 00:05:15.259 looking to create that alignment learn how other people are doing it well, so 70 00:05:15.420 --> 00:05:18.339 we can tear down those silos a little bit and work more cross functionally, 71 00:05:18.379 --> 00:05:24.410 all for the benefit of the customer. So this information is relevant to anyone 72 00:05:24.410 --> 00:05:28.930 who works with customers. What's the goal of this method? It is, 73 00:05:29.170 --> 00:05:33.050 in their words, to standardize the entire customer facing relationship. It's all about 74 00:05:33.050 --> 00:05:38.759 process rather than people. As we scale our businesses, the problems that we 75 00:05:38.920 --> 00:05:44.399 tend to face are almost always process based and we typically rely on superstars. 76 00:05:44.759 --> 00:05:49.149 People take bail us out of them. Leaning on superstars is awesome, but 77 00:05:49.310 --> 00:05:55.149 what it does is allow us to delay the refinement of our processes, and 78 00:05:55.269 --> 00:06:00.149 our processes must be repeatable and data driven. We have to spend time standardizing 79 00:06:00.430 --> 00:06:04.660 and again, in their words, the entire customer facing relationship so that what 80 00:06:04.819 --> 00:06:10.180 we're doing at smaller, medium scale is going to be very cost effective at 81 00:06:10.220 --> 00:06:15.379 large scale. These processes can't be built soon enough and we cannot rely exclusively 82 00:06:15.459 --> 00:06:19.449 on people to be successful, especially at scale. Finally, what's the challenge 83 00:06:19.490 --> 00:06:25.329 here? It's constantly showing the impact of the solution we provide in a way 84 00:06:25.370 --> 00:06:30.810 that is coordinated and ongoing. We need to constantly be delivering impact and evolving 85 00:06:31.209 --> 00:06:35.639 and expanding the impact that we're providing for our customers. Says, of course, 86 00:06:35.639 --> 00:06:41.759 changes the revenue relationship. Most of the revenue and actually most of the 87 00:06:41.839 --> 00:06:46.079 profitability is going to come after the commitment to our company from the buyer side. 88 00:06:46.430 --> 00:06:49.069 Right, it used to be that you'd sell the product and you sold 89 00:06:49.110 --> 00:06:53.910 it at a margin such that it was immediately profitable. So you take that 90 00:06:54.069 --> 00:06:58.949 revenue and take that profit. Recurring revenue relations and ships put a lot of 91 00:06:59.110 --> 00:07:02.300 the revenue that we're going to collect and ultimately the profitability on the backside of 92 00:07:02.339 --> 00:07:08.379 that commitment. Right. So we're creating awareness, we're educating, we're helping 93 00:07:08.420 --> 00:07:12.339 people select us and then they're making that commitment. Back in the day, 94 00:07:12.620 --> 00:07:15.889 that commitment, or the close, was what business was all about here. 95 00:07:16.290 --> 00:07:23.050 That's just the first big hurdle in an ongoing relationship. Retention, Cross sell, 96 00:07:23.449 --> 00:07:29.410 upsell, expansion. This is where the relationship becomes profitable, especially when 97 00:07:29.410 --> 00:07:32.639 you factor in not just the cost of acquisition but also the cost to serve. 98 00:07:33.240 --> 00:07:38.439 So what do they mean by impact? Impact is usage, its value. 99 00:07:38.560 --> 00:07:42.839 It's ultimately return on the buyers investment in your product or service. We 100 00:07:42.959 --> 00:07:46.709 need to constantly show the impact in a coordinated and ongoing way. We need 101 00:07:46.829 --> 00:07:53.709 to find the moments that matter to the customer, identify those and overdeliver in 102 00:07:53.870 --> 00:07:58.269 those moments. So those are just a few really high level takeaways for my 103 00:07:58.350 --> 00:08:03.100 initial engagement with this content. There are a number of books and even play 104 00:08:03.220 --> 00:08:05.980 books. I highly recommend starting with sales as a science. If you just 105 00:08:07.139 --> 00:08:11.579 Google winning by design or Jacko Vander Koi, you're going to find these books. 106 00:08:11.019 --> 00:08:15.009 If you want to no cost, no risk, way to get involved 107 00:08:15.009 --> 00:08:18.930 immediately. They have a really powerful youtube channel. You're going to find at 108 00:08:18.930 --> 00:08:22.290 least one or two playlist there that you're going to find value in. They 109 00:08:22.449 --> 00:08:26.199 update every single week. Just search winning by design and Youtube, or check 110 00:08:26.240 --> 00:08:30.759 out winning by designcom. Of course, I'm not paid to say any of 111 00:08:30.839 --> 00:08:33.000 this. I just had a great experience on the spot with those folks. 112 00:08:33.480 --> 00:08:37.399 I met several of their team members, checked out some of the youtube videos, 113 00:08:37.519 --> 00:08:41.240 read a couple of the books and found it really, really valuable. 114 00:08:41.549 --> 00:08:46.029 In this ongoing and evolving customer experience conversation, how do we create alignment, 115 00:08:46.389 --> 00:08:52.789 be intentional and take a holistic approach to creating and delivering better experiences for our 116 00:08:52.830 --> 00:08:56.340 customers? That's what this podcast is all about. I would love for you 117 00:08:56.379 --> 00:09:01.419 to subscribe. Just search the customer experience podcast in your favorite podcast player. 118 00:09:01.940 --> 00:09:05.019 If you have the time, patients and inclination, I'd love for you to 119 00:09:05.059 --> 00:09:07.259 give it a rating or even a review. My name is Ethan Butte. 120 00:09:07.299 --> 00:09:11.730 You can hit me up on Linkedin. I welcome the connection and I thank 121 00:09:11.730 --> 00:09:18.490 you so much for listening. We totally get it. We publish a ton 122 00:09:18.570 --> 00:09:20.850 of content on this podcast and it can be a lot to keep up with. 123 00:09:22.409 --> 00:09:26.519 That's why we've started the BOB growth big three, a no fluff email 124 00:09:26.600 --> 00:09:31.320 that boils down our three biggest takeaways from an entire week of episodes. Sign 125 00:09:31.360 --> 00:09:37.519 up today at Sweet Phish Mediacom Big Three. That sweet PHISH MEDIACOM Big Three