Transcript
WEBVTT
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The reality is, for the vast
majority of companies, you have to create
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this experience that's fundamentally different than your
competition, because there's no other way to
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differentiate. As a be tob growth
listener, you've probably already thought about,
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and even started acting on the idea
that your customers goals and Kpis and metrics
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should be your goals, your kpis
and your metrics. When we adopt our
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customers goal, we create alignment and
we create a long term relationship that's based
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in their true success. My name
is Ethan Butte. I'm chief evangelist at
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Bombomb, coauthor of Rehumanize Your Business
and host of the CX series here on
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b Tob Growth, and you're about
to enjoy a conversation with todd hockenberry,
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an expert in be tob sales and
marketing whose thoughts and definition of customer experience
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changed with the Covid nineteen pandemic.
In many customer relationships, it's no longer
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just about adopting their goals as your
own, it's adopting their survival as your
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own. Customer experience has become an
existential experience. We also talk alignment.
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Customer Centricity, personalization and a lot
more. Here's the conversation with Todd hockenberry.
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Today we're talking internal alignment and inbound
organizations. We're talking mission, culture
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and strategy, customer centricity and customer
experience. Our guest is a CO author
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of an excellent book that speaks very
directly to the entire purpose of this podcast.
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That Book Inbound Organization. How to
building strengthen your company's future using inbound
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he's a marketing consultant, advisor and
coach at top line results. He helps
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be to be leaders, drive growth, aligned with buyers, build sales and
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marketing strategies and develop the mindset to
grow. Todd Hockenberry, welcome to the
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customer experience podcast, Ethan. It's
my pleasure to be here. It's a
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long time coming. I'm glad to
be here. Me Too. Like as
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we were talking before we hit record, you know, we've seen each other
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and kind of known each other for
some time and it's nice to finally connect
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directly and I'm looking forward to the
conversation. Hey, we're recording this in
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like early to mid April. Won't
release for a while, but just because
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we can't ignore it, you're an
Orlando. I'm in Colorado Springs. I'm
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just wondering what's the coronavirus pandemic situation
in Orlando? How is it affecting you
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or your family or your customers?
Like kind of what's going on? Well,
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you can Orlando obviously is. It's
shocking. Something like sixty eight million
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people visitor Orlando last year, which
is the most visited city in the world,
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which is hard to believe. So
that is ground to a sandstill and
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I promise you I will never complain
about traffic ever again in my life because
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I was used to it was natural. All, I hate traffic at a
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week but traffic equals activity, so
I never I guess I never really connected
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the dots that well to that.
I just would like to complain. So
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I'll never complain about that again.
People are hurting right now down here.
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Disney's laying off the big the hotels
are something like ten capacity, when usually
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they'd be at ninety five percent capacity. Now we're losing the one of the
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biggest tourist times of the year here. So a lot of our friends we're
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seeing layoffs and being let go.
So that's that's tough. Not sure when
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the hospitality and your is going to
bounce back. I think it's going to
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take a little while. So so
that's a little tough here. Locally,
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personally, we're fine. Kids are
home. got a daughter in college.
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He's back, so it's nice to
have everybody in the house and they can
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do distance learning pretty well, so
that's not too bad. Clients Wise,
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we're doing fine. We haven't lost
any business. Our clients. We tend
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to do a lot of industrial and
manufacturing and it's actually pretty strong. I
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hopefully get into a couple of my
client situations later. They are actually doing
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better because they're busier because they're dealing
with mission critical situations, so there's some
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urgency there. So it's kind of
a mixed bag. We've been okay.
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I actually landed a couple of new
clients this week and I'll tell you why
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is. We get going here,
but so so far, so good.
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But yeah, we recognize this is
a pretty strange time and I think there's
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there's a lot of difficulties that a
lot of people are going to see.
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For sure. Yeah, very uneven
effects. I do appreciate that silver lining
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of more face time with my wife
and my son then than ever. Really
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and my son's loving distance learning because
he can do it at his own pace
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and he has like more free time
than normal. and honestly, I think
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as soon as any of these orders
are lifted, Disney's going to be jam
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packed because people are probably itching and
desperate to, you know, like satisfy
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that unmet need that's maybe being pent
up. Why? I don't know it.
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I don't know. Ethan, I
there's there's a lot of us have
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talked about that. We're not sure
what's going to happen. I think there's
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I'm not sure I go. I
mean, I'm just being candid. I'm
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not sure I'm interesting good one.
Yeah, I'm not sure I would go
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sit in the stadium right now for
a sporting event, which I love,
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or go to a concert, which
I love. I don't know. I
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mean not that I'm super afraid of
getting it, it's more that I don't
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know. I wouldn't want to be
the guy who was carrying it infecting other
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people. So I get I think
we need to we need to be reasonable
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about it. I think there's some
a lot of common sense things we can
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do. I do think there's going
to be some hesitants to get back to
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normal that fast. I think it'll
come back into you know, in the
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fall, hopefully over the winter.
Maybe again, I won't predict because you
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read everything and I'm you're always wrong. But I do think there's going to
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be pent up demand for a lot
of things. I think there's opportunities for
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people to think about how to experience
things like Disney in a different way,
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and those are the opportunities that I
think are going to change the way people
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look at look at entertainment, for
sure, and lots of other industries.
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That's the opportunity of this. Yeah, there is going to be a lot
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of models will change and I'm sure
Disney's already hard at work on that right
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like, you know, the movie
theaters, for example. We won't spend
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too much more time on this,
but the movie theaters, for example,
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decided to take whatever was going to
continue to be a like a first round
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release and figure out how to release
it, you know, straight to homes
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and charge differently for it and all
of that. And so business models will
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change to meet whatever opportunity is available. So let's get into it properly.
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I always like to start because I'm
talking with people with a wide variety of
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experience here on the show and wide
variety of perspectives and areas of expertise,
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and so I'd love to know from
you, todd, when I say customer
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experience, what does that mean to
you? Actually has changed in the last
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three weeks? For me, to
be honest with you, customer experience used
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to me, and when we wrote
the book in Down Organization with my good
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friend Dan tire, it meant kind
of the sum total of expectations of all
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touch points along the process, from
marketing through sales, through delivery, training,
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on Boarding Service, whatever you want
to call it. That's still the
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case. I still think customer experience
is extraordinal. They've a valuable but I
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think the customer experience has changed for
me in this that that there's is opposed
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to just talking about getting value from
a product or service. It's almost become
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this existential thing now, whereas I
can you help me survive? Can you
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help me get through this next six
months? Can you help my business keep
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customers, not necessarily even get new
customers, just keep the ones I have
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and maintain my my business? Can
I stay above water? Right? That's
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what we're seeing and I think it's
a different level of understanding your customer,
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putting yourself in their shoes, being
empathetic and really developing a value proposition that
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makes sense that can hold up two
difficult times like now. I think there's
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another layer on there that wasn't there
a month ago, at least for most
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companies in the US. And if
you are sending emails right now, for
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example, to your your contactless your
prospect list, I am on subscribing at
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a record pace lately from email.
So just because you can do it doesn't
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mean you should do it. And
on the other hand, though, I've
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got one client here in Orlando that
deals with the stored fuel, which is
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a really Nice, fun obscure thing
to do. But if you're hospital or
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you're a government agency, your cranking
up generators that haven't been used for months
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or years and you've got tanks full
of fuel that have it could potentially have
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issues. So they've all of a
sudden become really valuable to making sure that
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field hospital you're setting up or the
emergency prep workers that need to be out
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in the field work and hard have
fuel to power up their vehicles or power
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up these generators. Well, what
they did was instead of sending the same
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old covid nineteen email that everybody is
sending. They sent this out. They
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said, we know you're busy right
now, we know you have issues and
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we know you're starting up these generators
and using the stored fuel. We will
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come on site for you free.
We will test your fuel and make sure
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it works and it's good and it
doesn't have contamination like bacteria or water in
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it, just to make sure you
don't lose any time getting your operations up
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to speed. No strings attached,
just tell us will show up and test
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your fuel. Guess what? The
phone was reagant. Come on out,
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we need your help. Right.
And so the experience was being epathetic,
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understanding, helpful, mission critical,
giving away something for free. All sound
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like good inbound things right, but
knowing when to do it right and knowing
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who to do that for. So
again, I think it's just deepening for
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me this this idea of customer experience
is deepening in this this time, because
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the companies that don't do it well
or aren't thinking about me or being helpful
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first, I'm going to remember and
I'm not going to be happy about it
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when, when things settled out.
Yeah, I feel like a theme.
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There is is true partnership, a
true exchange of value, not just the
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extraction of a credit card number or
the return of an invoice paid, but
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a true partnership and a long term
relationship, and it's really interesting. The
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idea of the broader circumstance really kind
of fundamentally shifting or adding an important new
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layer to your perspective. Because customer
experience was an important theme in Inbound Organization.
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I'd like to spend another minute on
it, specifically the around your thoughts
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on it being the most important or
maybe the ultimate differentiator. Do you think
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that is true, and if so, why? Absolutely absolutely, it's it
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hasn't changed that sense, right.
I mean products are there's parody. I
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can buy anything that I want,
right, and I can buy it from
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all over the world. I can
buy it from a hundred different vendors.
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Right. This is why your customer
experience starts with the phone call or the
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message or the email, right.
Or if you don't have chat today,
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right, I'm I'm asking kin tell
my clients get chat right now. Get
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it today. If you don't have
it, if you can't staff it,
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outsources to somebody that can pick up
the phone or answer those talk and talk
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to people immediately. Don't let them
go find five other options in two minutes
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with the search. Don't let him
do it. Be there in every possible
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way you can be there. So
it is still the core differentiator because,
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again, product pricing, you don't
have it. You don't have differentiation on
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your product and your designs aren't that
great and your software is not all that
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better than the seventeen other options I
can buy. It just isn't and you
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have to create differentiation and in different
ways. You can do it in on
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a on a branding level, but
you can create branding around your company mission
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and your vision and who you are. and Think about like Nike with Colin
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Kaepernick. Super controversial, but they
did it for a reason because they knew
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their core audience that would resonate with
them right and they were strengthened in their
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brand with their core audience. Me, I'm not their core audience. So,
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you know, may have annoyed me
that they care because I wasn't their
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core buyer. But think about what
they're selling. Tennis shoes. Really,
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is there any real differentiase in tennis
shoes? I doubt it. I mean
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maybe at the high level of you're
an Olympic athlete or you're a competi competitor.
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For a guy like me, I'm
just walking on the name of my
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dogs. There's no differentiations. shootes. So the reality is for the vast
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majority of companies, you have to
create this experience that's fundamentally different than your
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competition because there's no other way to
differentiate. Do you just follow up there?
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Do you feel like brand experience and
customer experience are synonymous? Really?
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Your response triggered that question for me. Some people see them as synonymous,
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some people see them differently. It's
a semantic argument. Even if you ask
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me, Yep, right, if
you say it's branding, is this it's
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it's your your logo and your Swish, your content. Right, it's all
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the same. It's all one thing. We Mash it up in our heads
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and you know, when you walk
into an apple store, you get a
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certain sense. Is that branding?
Of course it is. They're telling you
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something about who they are and what
they want to communicate. Who you are,
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right, that's real branding. Right, but it's telling you when they're
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telling you who you are or they're
resonating or reflecting what you are, you
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want to be, your aspirations,
and then they tied into the rest of
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those touch points the order process.
This is a one of the kills me.
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Do you make it easy to give
me money, right, or do
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I put up barriers to paying me
right? Make It easy for me to
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buy? Is Your service good?
Is Your is the you're a getting,
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your email campaigns, your marketing,
all of this matter. Your sales people,
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if you're marketing and sales, deliver
one experience and then your service people
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deliver another. Again, you're reckon
it right. It all matters. It's
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all brand, it's all customer experience. You can define it anyway you want,
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but I think that's it. It's
the sum total of all those things.
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But I don't care what your logo
looks like or how nicer story is.
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If you don't get back to me, if you don't answer my question,
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if you don't help me, you
ruined it and I don't care about
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any that stuff. Right or disconnects, break it, friction will grind it
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down or send me away. All
of that. I don't know that this
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is semantics, but I would love
to do a little passage here where I
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just ask you to give thoughts on
other related words that occurred off in the
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inbound organization and are often kind of
up for grabs. Are Different people to
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find them or think about them differently. And I guess I'll start with alignment,
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just to go to your you know, sales and marketing or delivering one
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thing and see us as to delivering
another. You know you've got to disconnect.
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So alignment again, is one of
the kind of things of the show,
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especially across those three organizations, all
in service of the customer. So
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when I say alignment, does that
mean anything in particular to you? Candidly,
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you than when I say that word
myself, I want to slap myself.
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I feel like it's it. It
rings hollow in my head. It
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feels like I'm sounding like an salt
when I use it, so I try
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not to. Really it's about communication, it's about team work, it's about
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making sure everybody's on the same page. I just threw you three more cliche
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so forgive me. But the the
point of alignment is we ruin these words
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by over using them so much.
And you know, if you sell well,
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we need to have marketing and sales
aligned. To everybody would say,
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well, of course we do,
but realizes what does that mean? Where
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is where is the rubber hit the
road? There where it actually means something
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to the people that are that are
in those departments. So I think alignment's
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critical. But the Keelieman, I
think the week, the point we try
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to make in the book was Inter
departmental or Inner Department of either is important
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in terms of alignment. But the
real linement is the CEO, leader,
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founder down. I was at a
company that everybody would know. Their name
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was a national publishing brand, and
we had a meeting with about a hundred
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of their people in the room and
the CEO was sitting there, all their
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senior leaders, all their marketing and
sales managers were there, and I asked
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him, I said, what's the
mission of this company? said it can,
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they may tell me the mission the
company, but hundred people, I
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knew what I was going to get. And the only person in the room
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that raised their hand, and who
raised their hand? What do you think?
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Even the CMO, CEO, okay, Ceeo, rose it because he
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wrote it. Okay, no one
else in the room knew it. Could,
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could cite it, could could relate
to it. That's Lineman you call
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it whatever you want. That's a
disconnect. That's where the leadership says one
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thing and the team says another.
And what happened was there was a huge
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disconnect between what the CEO said and
what their sales seem said. And I'll
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give you one example of the misalignment. Heat they had this kind of a
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classic software sales process. You got
a Betr, you've got a count executives
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and you got customer success. that
the kind of the bed are was a
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kind of a light bedr rollers just
to try to get that initial appointment.
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It wasn't actually adding a whole lot
of value. So I said to the
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CEO, I said, well,
well, would you take a call from
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somebody that asks these kind of questions
to set in appointment? Do you like
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that when you set up an initial
appointment, you talk somebody that doesn't actually
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add any value and you never talked
to again? He's like no, I
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hate that process. So well,
why you do it? You got a
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room full of people over here doing
that. So that to me is alignment
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and that's where I see the big
disconnects. Right it's sales and working need
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to be aligned. But right now
the top down that's the alignment I really
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go after with the clients that I
work with right now. Interesting, probably
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a hot area and really good example
in it reminded me to I think you
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all had a you and Dan had
a passage on the golden rule of marketing,
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which is, you know, as
you already said. Why, why
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is your team doing something that you
absolutely hate yourself? All right, how
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about customer centricity? It's the only
way you can survive today. Right again,
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if your product isn't you can't differentiate
on product or pricing or where your
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promotion strategy are, in those classic
marketing things. Right, you've got you've
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got to understand them better than they
they often times understand themselves. This is
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why today, right now, I
hear a lot of sales people doing this,
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in the middle of this mess.
They're making a phone call where they're
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sending an email out and saying,
how can we help you? Right,
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that sounds like a good question,
that sounds Nice, sounds like I'm being
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customer centric. Oh, I want
to help you, which you should,
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but that's wrong. Great, don't
make them think you should know how you
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help them and start with that.
Say immediately, I help, I can
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help you do this, this and
this. How, when can we start,
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or how do you want to get
moving? Don't ask them how do
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you can help them, because that's
like basically saying what keeps you up at
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night, which just makes you want
to go to sleep right, right,
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it's not a good question. So
assignment. You're exactly leveraging an assignment on
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to the onto the customer, or
probably do my job for me, make
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my life easy, and so I
don't to think. And so your job
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is to know them better than they
know themselves. And the why you should
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know them better than to know themselves. It's your should be talking to twenty
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three thousand and fifty a hundred other
people just like them. This is the
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classic persona work. Right, you
should know and you should have a broader
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base in many ways of understanding because
you're working with more people just like them,
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and you should be able to go
in and say, Hey, we're
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working with these other fifty companies and
they're seeing this. Do you have this
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issue or can we help you with
that issue? That's a whole different as
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a very simplistic way to do it, but you understand the point. It's
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if you're not thinking that way in
a very deep, profound way. Then
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you're not, you're going to miss
it. And I did a coaching call
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with about fifteen sales people earlier this
week. It was a company I'd done
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a sales meeting with in February right
before the travel stuff all stopped, and
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I was a follow up call with
them to just fall up on some of
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the things we talked about in the
sales meeting and I said to him,
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I said, you know how things
going there? Like Oh, you know,
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there's not much going on right.
Our guys are slow. You know,
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we're not mission critical. And I
said, well, okay, who
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needs what you do? That is
mission critical. This is fifteen sales people,
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the sales manager, the marketing manager. Silence, like they didn't,
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they hadn't thought of it. Are
you kidding me up? Like your three
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weeks into a pandemic and you haven't
nobody's thought about how you could help people
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that are really struggling right now.
Is I was stunned. It was like,
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get off this phone call and go
figure that out right now. That's
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your number one assignment. So it's
just we're used to thinking product. Where
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used to thinking service or used to
thinking software? We're it is hard.
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It's still hard to get out of
your own head and think about customers.
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And I would I would give this
test to your audience and I would say
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if you think your customers centered,
and ninety percent of companies are going to
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say they are. But if you
ask ninety percent of those those companies,
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or if you ask those companies customers, like something like ten percent are going
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to say they're actually customer century.
Look at your website. This is my
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by my platinum test. Look at
your website. WHO's IT for? WHO's
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it talking to? Is it about
you, you, or is it about
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them? And that's the test.
If you're if you can put if you're
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thinking website is is about them and
you put it together in a way that
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helps show them how you can help
their business, then you're probably more a
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customer centric than most. But that's
the that's usually the test to get.
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I'm industrial manufacturing a lot of bb
stuff, so there's still a lot of
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people that don't do that very well
at all and that's an easy one for
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me oftentimes. But I still think
it's a good test. I think it's
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a good test to and and in
in that answer there's you're talking about.
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You know, this difference between here. Are Three ways I can help you
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right now versus. How can I
help you right now? It reminded me
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of you know, I've had a
couple prior to joining bomb on. My
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ran marketing inside local television stations and
we had a lot of we were consulted
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often and the value for the consultant
was exactly what you do. My the
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value I received was exactly as you
described, which is they're not just talking
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to me as the marketing director at
this local TV station and like making up,
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you know, solutions for me on
the spot. They're traveling to thirty
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or forty other clients in between our
last visit and bringing back the collected problems,
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opportunities, perspectives and really understood what
I was up against and had stories
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that could help me see my own
work differently. It's just a totally different
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mindset, and so I love this
idea of a Bedr or really anyone listening,
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but but the bd are just because
that's the seat you were talking from.
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There really being very intentional and conscientious
about all of the conversations you're having,
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what you're picking up, the subtleties. In addition, to kind of
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like the big obvious macro things,
things that are true of the persona has
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written down on paper, and things
that maybe add some coloring or shading that
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are more interesting to what's written down
on the persona piece of paper and using
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that to be of real value to
the people that you're reaching out to.
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You mentioned TV there even I'm going
to everybody in our space, right in
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our world, the the digital inbound
world, we all say certain things.
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The sales process is fifty seven percent
over before people call the sales people.
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I don't believe that. I wrote. It's in the book. I wouldn't
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write it again today. They also
say traditional media is dead. I would
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argue with that too. I just
went through a campaign with one of our
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clients in Illinois and they wanted to
reach people that were building owners. They
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sold roofs. Okay, so the
best way to reach people that so for
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roofs was not paid ads. Was
An inbound worketting. Wasn't content, wasn't
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social media, it was advertising on
cubs games because they were all cubs fans.
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And I went there, I visit. I was in southern lily driving
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around and I can't tell you how
many people I saw that had Chicago cubs
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logos on their barns, are on
the side or in their outbuildings. Right,
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a lot of rural area, and
I was like, I get it
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now, these guys are all cubs
fans. They Watch Baseball Games. That's
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how you reach it, right.
But there is not one salesperson, there's
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not one, I guarantee there's not
one TV ad sales person out there that
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connects the dots and says, HMM, you maybe you sell roofs. Okay,
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we had we can help you grow
your business by selling ad time.
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All they do is they think they
sell ad time. What they're really selling
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is eyeballs for people who own buildings
in rural areas. Right. Who needs
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that? Right? Who owns?
Who owns farms small towns? Right,
356
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connect the dots there. Now you're
thinking customer centric and now of a sudden
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you can even make television ads seem
like they're valuable, right, and they
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can be right for the right person
at the right price for the you know,
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that's obviously not a small commitment,
financial commitment, right, and so
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if you can land one of those
deals, there's a high return on it.
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So if you run a whole bunch
of ads at a high cost.
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It might not work in some situations, but it may and others. And
363
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so the declaration of death of all
kinds of things is usually a comedy routine,
364
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the way I read it, and
it's usually to the case that it
365
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does turn out to be true,
it's usually a decade or two too early.
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And in general it's a both and
rather than an either or like that's
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done. This is starting. It's
usually a both and. There's no question
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certain types of traditional media are nowhere
near as effective as is they they have
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been in the past. I don't
get me wrong, I'm not saying that
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and or they're over priced right,
like they might still be valuable, just
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not at that price point right,
but it's it's my buddy Dan tires always
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says the riches are in the niches, and if you can niche out an
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audience that watches this type of television
right, then great, you can use
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that a radio right. There's still
there, still places, but you've got
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to know right, you've got to
know who your persona is. This this
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mass media thing wherever we're going to
hit everybody with the same message. That
377
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doesn't work. But if you can
get down to the niche and you can
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get down to the persona and the
target audience. Then then I'm always agnostic
379
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when it comes to tactics. I
could care less what the tactics are.
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I want to know what works.
I want to know what my client wants
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to put their audience is actually going
to consume. That's what I'm going to
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use. Yeah, it's good.
It's no reason to throw anything out without
383
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figuring out the goal and some of
the various ways you can get there.
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Okay, last one here in this
little passage and then we're going to get
385
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that. I'm I got some quotes
from the book for You right back into
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00:25:25.769 --> 00:25:29.529
your book to get at the ideas
and maybe a speed round style. But
387
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the last word that I would love
your thoughts on is personalization. Yeah,
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the personalization is again it's heading for
the market of one right, where this
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personalization tokens and emails are Nice,
those kind of things are that's not personalization
390
00:25:45.240 --> 00:25:49.670
right. Real personalization is going to
happen when I can pick the customer experience
391
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I want, that I can go
along the buying path I choose. Now,
392
00:25:55.549 --> 00:25:59.109
again in consumer products and things like
software, like what you do you.
393
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It's easier to do that it is
in something, you say, like
394
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a large piece of capital equipment.
But even so there's multiple new ways to
395
00:26:07.660 --> 00:26:12.380
sell or to consume, even things
like capital equipment that didn't exist ten years
396
00:26:12.380 --> 00:26:15.019
ago, even five years ago.
So I'm going to be able to pick
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my experience. I'm going to be
able to pick the pacing that I want
398
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to go. I either I want
to do facetoface meetings or I want to
399
00:26:22.130 --> 00:26:25.210
do zoo meetings, or I wanted
to chat communication. I'm going to do
400
00:26:25.410 --> 00:26:29.250
phone Communications. I'm going to pick
the way I want to engage with you
401
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and I'm going to personalize the process. That doesn't mean, again, buyers
402
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won't need help. I think the
idea that inbound is about limitating sales people
403
00:26:38.839 --> 00:26:42.039
is an erroneous one and I think
in bounds got a little bit of a
404
00:26:42.039 --> 00:26:45.960
bad rap and Sir and circles,
because of its sales people are more important
405
00:26:45.960 --> 00:26:49.589
when it comes in bound. Right. In bound to me is that you
406
00:26:49.710 --> 00:26:53.589
get to be found when they look
or when they need you, but when
407
00:26:53.630 --> 00:26:57.150
they find you, then you are
an expert and you guide them through the
408
00:26:57.190 --> 00:27:00.900
process. They may not know how
to go from Point A to point B.
409
00:27:02.380 --> 00:27:04.660
They don't know how to get all
the stakeholders internally aligned. They don't
410
00:27:04.700 --> 00:27:08.099
know how to evaluate all the different
options or the competitors. Your job is
411
00:27:08.140 --> 00:27:11.660
a salespersus. Help them do that. No, no one article, no
412
00:27:11.940 --> 00:27:15.650
one thing's going to solve that for
a complex sale. If you've got a
413
00:27:15.769 --> 00:27:19.049
transactional sale, fine, you could
probably be a hundred percent inbound. Go
414
00:27:19.170 --> 00:27:22.809
digital as never talk to a human
being. And if you're over here on
415
00:27:22.849 --> 00:27:26.890
the curve and complexity, it's going
to be far less inbound and way more
416
00:27:27.210 --> 00:27:33.000
kind of traditional sales where you think
about like network solutions for software for companies,
417
00:27:33.039 --> 00:27:37.119
or they get mentioned capital equipment,
which is when I handle a lot
418
00:27:37.160 --> 00:27:41.079
right. There's a lot of moving
parts there. NOPE, people make research,
419
00:27:41.640 --> 00:27:45.470
say a million dollar laser system online, but they're not going to buy
420
00:27:45.589 --> 00:27:48.470
it because they saw a blog post
were your white paper was amazing. Where
421
00:27:48.509 --> 00:27:52.230
do I sign? It's not going
to have it. You got to get
422
00:27:52.269 --> 00:27:56.069
engineering involved, plant management, the
electrical guys, the production guys, the
423
00:27:56.109 --> 00:27:59.660
product is there's a bunch of stakeholder
so that's not in bound. Right in
424
00:27:59.779 --> 00:28:03.180
bounds going to affect that. They're
the ideas of inbound should influence that process,
425
00:28:04.059 --> 00:28:10.059
sharing content, helping for free self
service content, again being helpful.
426
00:28:10.059 --> 00:28:14.009
First all the in principles we talked
about are still there. Are But it's
427
00:28:14.049 --> 00:28:15.769
still going to be very complex Sao
and it's going to have it's going to
428
00:28:15.809 --> 00:28:18.809
take a long time, it's gonna
have a lot of stakeholders. Right.
429
00:28:18.849 --> 00:28:22.569
So there's still a huge opportunity for
sales people to act like they're inbound and
430
00:28:22.009 --> 00:28:26.130
apply it to those complex situations,
which is what I love to do.
431
00:28:26.289 --> 00:28:29.079
That's my thing that I like to
work on. I don't like the transaction
432
00:28:29.200 --> 00:28:32.240
so much, I like the complex. Love it. I and the one
433
00:28:32.279 --> 00:28:34.680
thing I really appreciate about what you
did with personalization. There's so many people
434
00:28:34.759 --> 00:28:38.720
think of it where you started,
which is my emails or, you know,
435
00:28:38.799 --> 00:28:44.069
my messaging, but you took it
immediately to the experience level of how
436
00:28:44.150 --> 00:28:47.789
can we make this experience personalized?
All right, so inbound organization. I
437
00:28:47.910 --> 00:28:51.029
love the book. I actually had
Dan on the show and talked about it.
438
00:28:51.069 --> 00:28:52.990
I'm excited to have you. I
tried to do this as a lightning
439
00:28:53.029 --> 00:28:57.059
round with Dan and you can predict
how that at, how that worked out,
440
00:28:57.500 --> 00:29:00.980
and folks can heared on episode forty. So I'm going to try similar
441
00:29:02.460 --> 00:29:06.380
and so just give me, like
your quick response to when I give you
442
00:29:06.420 --> 00:29:08.819
a line from from the book that
you authored. Just give me a couple
443
00:29:08.859 --> 00:29:12.329
thoughts on it. You got it
from the open. You don't want to
444
00:29:12.410 --> 00:29:18.130
find people who fit the culture,
you want to find people who add to
445
00:29:18.289 --> 00:29:22.890
it. That's real diversity, if
you ask me. Great, right.
446
00:29:22.930 --> 00:29:26.119
You said short answers. That was
I gave you a game. You One
447
00:29:26.200 --> 00:29:30.000
for Aka. Yeah, okay,
I went. I want to I want
448
00:29:30.000 --> 00:29:33.960
to see diversity of opinions and ideas
and thought processes in the way they look
449
00:29:33.960 --> 00:29:37.400
at the world. That's really going
to drive your culture right. Frame it
450
00:29:37.440 --> 00:29:41.069
up, give him a frame people, a framework for people to work in.
451
00:29:41.430 --> 00:29:42.670
Give me the hard rails and let
him run. Love it, and
452
00:29:42.789 --> 00:29:47.390
that's that is like a really nice
add to the additive piece there at the
453
00:29:47.390 --> 00:29:51.589
end. Okay, from the regarding
content, the value people get from your
454
00:29:51.710 --> 00:29:56.339
content is related to the amount of
thought you put into it. Great quote
455
00:29:56.460 --> 00:30:00.339
from I think it was David McCullough, one of my favorite historians. I
456
00:30:02.140 --> 00:30:07.690
love historical writing. He said writing
is thinking and I love that quote because
457
00:30:07.930 --> 00:30:11.170
you have to think first. You
anybody can write, anybody can put things
458
00:30:11.210 --> 00:30:15.450
down the paper, but to real
writing, which is content, is about
459
00:30:15.849 --> 00:30:19.250
really about what your message is,
and so it really requires you to think.
460
00:30:19.250 --> 00:30:22.119
And that gets back to all the
other things we were just talking about,
461
00:30:22.119 --> 00:30:25.279
customer centricity and pathetic. Put yourself
on their shoes, right, and
462
00:30:25.440 --> 00:30:29.359
that's probably one of the reasons we
so see so much bad content. If
463
00:30:29.440 --> 00:30:34.039
your sales reps are still using a
traditional sales playbook, you may be frustrating
464
00:30:34.279 --> 00:30:37.710
your prospects and customers. My goodness, when's the last time you got a
465
00:30:37.750 --> 00:30:41.150
cold Coo Ethan, I'm going to
watch how my phone is nowhere, but
466
00:30:41.190 --> 00:30:45.789
I get tons of cold emails and
tons of cold linkedin messages. Well,
467
00:30:45.869 --> 00:30:48.589
we all hate the code emails,
right. So somebody's running that playbook and
468
00:30:48.589 --> 00:30:51.619
they don't work. But my my
favorite is the is, the is,
469
00:30:51.660 --> 00:30:53.099
the cold calls. I love cold
calls. I answer them because I want
470
00:30:53.099 --> 00:30:56.779
to hear what people are being taught, and they're being taught this hello,
471
00:30:56.900 --> 00:31:00.579
is this todd my answer is this. I say, what's the name on
472
00:31:00.660 --> 00:31:04.450
your call sheet? They stop,
they got what and they said, well,
473
00:31:04.450 --> 00:31:07.250
how are you today? I said, you don't really care. That's
474
00:31:07.289 --> 00:31:11.809
my answer like they have no response, they're done, and it's like that's
475
00:31:11.849 --> 00:31:14.490
somebody who's running a traditional playbook.
They put a bunch of people in a
476
00:31:14.490 --> 00:31:17.809
room and said follow the script.
And you're annoying me by a calling me
477
00:31:17.849 --> 00:31:19.640
number one, and then you're annoying
me twice by saying what my name is,
478
00:31:19.759 --> 00:31:22.119
what you already know, and second
of all, you don't care how
479
00:31:22.160 --> 00:31:26.000
I am wasting my time again.
Get to the point, have a value
480
00:31:26.039 --> 00:31:30.559
proposition to be able to communicate it
quickly. If I'm interested, I'll say
481
00:31:30.680 --> 00:31:33.190
that's interesting, tell me more,
but your I don't even let you get
482
00:31:33.230 --> 00:31:37.309
there. If you run that old
playbook, and so many people still run
483
00:31:37.349 --> 00:31:40.910
those old garbage playbooks. That's why
I break it up. Love it,
484
00:31:41.349 --> 00:31:45.509
but I appreciate the passion there too. Okay, kind of sales service here.
485
00:31:45.829 --> 00:31:51.859
Your Service Organization is more important than
your sales organization when it comes to
486
00:31:52.059 --> 00:31:56.500
generating net new customers. Yep,
well again we live in the I just
487
00:31:56.660 --> 00:32:00.420
interviewed Mark Schaeffer, who just came
up with a fabulous book marketing rebellion.
488
00:32:00.450 --> 00:32:06.369
Check out his book and he talked
about this a lot. And David Mean
489
00:32:06.410 --> 00:32:09.890
Rescott's new book fanocracy also talks about
this a lot. Your customers, ratings,
490
00:32:10.009 --> 00:32:15.650
reviews, they become your best sales
people because people trust third party generated
491
00:32:15.720 --> 00:32:19.400
content. So if your service people
weren't taking care of them, your third
492
00:32:19.480 --> 00:32:22.880
party content stinks, your ratings are
bad, so therefore you're not getting there's
493
00:32:22.960 --> 00:32:27.319
that new customers. It's that simple. Your service people may better take care
494
00:32:27.359 --> 00:32:31.069
of them, because those customers should
be your best salespeok, awesome. You'll
495
00:32:31.109 --> 00:32:37.230
love this quote from just a recently
released episode with Edbrialt, the the CMODA
496
00:32:37.670 --> 00:32:43.390
digital asset management company called a Primo, and he told me when I interviewed
497
00:32:43.430 --> 00:32:45.420
him from the show that he had
to Mantras for two thousand and twenty and
498
00:32:45.420 --> 00:32:50.140
I'll just give you one of them, and his is the customer is the
499
00:32:50.220 --> 00:32:53.859
new marketer and he's just trying to
take this in and kind of operationalize it
500
00:32:54.220 --> 00:32:58.970
in some kind of a new,
more developed way. Okay, service,
501
00:32:59.490 --> 00:33:06.569
for most modern buyers self, service
is excellent service. Well, we work
502
00:33:07.490 --> 00:33:09.289
seven all kind of weird hours and
times. Right, if I'm going your
503
00:33:09.329 --> 00:33:14.519
website and I want to see how
to solve a problem or get some certain
504
00:33:14.519 --> 00:33:16.440
information, I want to be able
to get that quickly. Again, if
505
00:33:16.480 --> 00:33:20.559
it gets more complex, I want
to be able to find the right person
506
00:33:20.599 --> 00:33:24.359
and have that connected to that person
quickly. Don't put me in the here's
507
00:33:24.359 --> 00:33:29.750
another old playbook. Please listen to
all these options, because there are menys
508
00:33:29.829 --> 00:33:31.990
recently changed and you have to listen
to this foolish menu. Or the other
509
00:33:32.029 --> 00:33:36.670
one is where this is being recorded
for quality purposes. Give me a break.
510
00:33:37.069 --> 00:33:40.430
It's see why purposes. It's not
quality purposes. And so again,
511
00:33:40.500 --> 00:33:45.180
those are the old playbooks and those
are killing self service. It makes me
512
00:33:45.299 --> 00:33:47.660
want to just scream when I hear
those. See those things make it easy
513
00:33:47.740 --> 00:33:52.460
for me to get to the people
I want right use the classic website navigation
514
00:33:52.500 --> 00:33:59.049
idea that you should have everything within
three clicks. There's every service touch point.
515
00:33:59.569 --> 00:34:04.089
You offer the equivalent of three clicks
away from the answer. Shoot for
516
00:34:04.170 --> 00:34:07.289
something like that. Yeah, another
nice practical rule here that you've that you've
517
00:34:07.329 --> 00:34:10.599
offered. Last asked one, and
this was from the close. We are
518
00:34:10.639 --> 00:34:15.599
all connected and no one can succeed
alone. Well, it's that's more poignant
519
00:34:15.599 --> 00:34:20.880
than ever right now in the middle
of this mess. And Yeah, this
520
00:34:20.960 --> 00:34:24.429
is a tough time and I think
that the companies that understand how how to
521
00:34:24.550 --> 00:34:30.070
be human and be understanding and empathetic
and not self serving are the ones that
522
00:34:30.190 --> 00:34:34.389
win. And I will tell you
another one. I'm going to go out
523
00:34:34.389 --> 00:34:37.389
on a limb here on this one, and that the companies that treat their
524
00:34:37.429 --> 00:34:42.460
employees right through this process are going
to be the ones that win. Number
525
00:34:42.500 --> 00:34:45.059
One, your employees do the exact
same thing we just talked about with customers.
526
00:34:45.340 --> 00:34:49.659
Employees tell other people how it is
to work for you and if you
527
00:34:49.780 --> 00:34:52.699
treated them poorly, if you let
them go, if you if you as
528
00:34:52.780 --> 00:34:55.210
the first opportunity you cut a bunch
of your people, that's going to be
529
00:34:55.329 --> 00:34:58.650
online, it's going to be on
things like glass door. They're going to
530
00:34:58.690 --> 00:35:00.809
tell their friends, it's going to
hurt you and, frankly, if I
531
00:35:00.969 --> 00:35:04.969
know personally, if I know you
treat you employees that way, I'm not
532
00:35:05.050 --> 00:35:07.199
coming back, because now's the time
when we need to pull together and say
533
00:35:07.199 --> 00:35:09.440
I'm going to do a little extra
for my players, I'm going to take
534
00:35:09.440 --> 00:35:12.960
care of them, I'm going to
ask more of them maybe, but I'm
535
00:35:12.960 --> 00:35:15.360
also going to take care of companies
that do that. It should be the
536
00:35:15.400 --> 00:35:19.000
ones that win, and they rightfully
should be. Recognized for doing it so
537
00:35:19.199 --> 00:35:23.230
good. In you know, we
often talk about the employee experience as a
538
00:35:23.349 --> 00:35:30.510
necessary precursor of an excellent customer experience, and it's really interesting to think about.
539
00:35:30.110 --> 00:35:32.269
You know, up to this point. We'll see how it all shakes
540
00:35:32.309 --> 00:35:37.659
out, but especially in kind of
competitive industries, in hard to find Allan
541
00:35:38.460 --> 00:35:45.139
you have to market your organization essentially
and create employee experiences and build into the
542
00:35:45.179 --> 00:35:50.690
employee the same way you need to
go to market for your customers. Customers
543
00:35:50.730 --> 00:35:52.170
and employees to me, are like
breathing and eating. You got to do
544
00:35:52.329 --> 00:35:55.969
both. They're not the same,
they're both critical. You can't live without
545
00:35:57.010 --> 00:35:58.969
them, right. Yeah, so
it's not a matter of one or the
546
00:35:59.010 --> 00:36:01.570
other, or first or second,
it's they're both important. Yeah, I
547
00:36:01.690 --> 00:36:07.360
did, but I think historically we've
probably taken the employee relationship for granted,
548
00:36:07.400 --> 00:36:09.880
whereas the customers, you know,
always been in the conversation. All right,
549
00:36:10.199 --> 00:36:15.239
before we go to a couple fun
closing elements, I would love,
550
00:36:15.440 --> 00:36:20.070
I know you you think about and
talk a lot about mindset, and so
551
00:36:20.150 --> 00:36:22.670
I just love for you to kind
of, you know, tea it up
552
00:36:22.710 --> 00:36:24.190
nice and easy for you. You
hit it wherever you want to go.
553
00:36:24.829 --> 00:36:29.110
You know, why is mindset so
important and what? What's maybe a mindset
554
00:36:29.190 --> 00:36:32.340
tip that people listening can take away? Well, I guess. I guess
555
00:36:32.460 --> 00:36:38.420
the mindset piece that's so critical is
it ultimately comes back as to why you're
556
00:36:38.460 --> 00:36:43.099
there you. Are you there for
yourself? Are you if you're the leader
557
00:36:43.099 --> 00:36:45.219
of a business or your league,
of a group or division or even a
558
00:36:45.340 --> 00:36:49.489
team? Are you there for yourself? Are you there for your ego?
559
00:36:49.690 --> 00:36:52.889
Are you there for your own monetary
game, or you there for your own
560
00:36:52.929 --> 00:36:57.010
career? Are you there for whatever
selfish reason you can think of? Or
561
00:36:57.210 --> 00:37:00.250
you there to contribute to other people? And I think this is just a
562
00:37:00.289 --> 00:37:05.039
fundamental human thing. Right there's givers
and takers, and the the givers win,
563
00:37:05.119 --> 00:37:07.760
the takers will be found out.
And the world that we're living in
564
00:37:07.920 --> 00:37:12.639
now and the world that we're moving
forward to the people that are that care
565
00:37:12.679 --> 00:37:15.710
about others first, that put others
ahead of themselves. These are not new
566
00:37:15.789 --> 00:37:20.230
ideas, he think. These go
way back, and the people that think
567
00:37:20.309 --> 00:37:24.510
of others first and put the success
of other people first will be the ones
568
00:37:24.550 --> 00:37:28.469
that do well. And, frankly, it's just the right way to live.
569
00:37:29.190 --> 00:37:31.780
And again, all the stuff that's
going on right now. I think
570
00:37:31.820 --> 00:37:37.860
the mindset of people first over profits. I mean, you got to have
571
00:37:37.940 --> 00:37:39.699
profits, I know, I get
it, but there's a time and there's
572
00:37:39.699 --> 00:37:45.050
a place and there's a way to
grow business in a way that also grows
573
00:37:45.130 --> 00:37:52.250
people and is helpful to people both
inside the company out. And that's the
574
00:37:52.369 --> 00:37:55.449
mindset leaders have to have. And
and it's hard when it's the survival question.
575
00:37:55.530 --> 00:38:00.079
Right now it's me versus them,
but they're surviving and they're surviving.
576
00:38:00.719 --> 00:38:04.519
So I I think, you know
you. I'd go back to classical literature.
577
00:38:04.519 --> 00:38:07.880
This is even marketing stuff right.
I'm going back to without getting too
578
00:38:07.920 --> 00:38:10.519
philosophical with you, I'd go back
to kind of classic literature about why we're
579
00:38:10.599 --> 00:38:14.949
here. Think about you know what, what what our purposes here, and
580
00:38:15.110 --> 00:38:19.469
very rarely is it going to be
to make money. So find that core
581
00:38:19.590 --> 00:38:22.710
purpose, tie back into that.
People that really really understand that and live
582
00:38:22.789 --> 00:38:24.630
that are going to be the ones
that, I think you're going to see
583
00:38:24.630 --> 00:38:29.900
the most success. Awesome, that's
fantastic. I encourage folks to hit the
584
00:38:29.980 --> 00:38:32.139
bounce back on it and, especially
with those open questions, be honest with
585
00:38:32.300 --> 00:38:36.739
yourself. You know, as I
was trying is as following along with your
586
00:38:36.780 --> 00:38:38.980
questions. For myself is like yeah, a little bit, yeah, a
587
00:38:39.059 --> 00:38:43.050
little bit. I mean I definitely
have selfish motivations and that's okay. I
588
00:38:43.130 --> 00:38:45.889
just need to be aware of them
and to think about, you know,
589
00:38:45.090 --> 00:38:51.050
how I'm making my decisions and what
my real motivations are. As, as
590
00:38:51.329 --> 00:38:55.519
you know, feelings become thoughts become
the actions, and that's just beautiful.
591
00:38:55.559 --> 00:39:00.800
I'm really encouraged by your future.
Thank you. I hope it comes to
592
00:39:00.920 --> 00:39:06.719
pass. I live it every day. I'm I've been very blessed and I've
593
00:39:07.000 --> 00:39:10.630
I've had a just passed eleven years
with our business top line results, and
594
00:39:12.510 --> 00:39:15.349
it's my wife and I, so
it's a joy every day to work together
595
00:39:15.469 --> 00:39:19.230
and I've just love it. I
love working with her and work with my
596
00:39:19.269 --> 00:39:22.829
daughters and my business and and lots
of great people. So we're helping each
597
00:39:22.829 --> 00:39:25.699
other and we're trying to help our
clients the best we can and we just
598
00:39:25.820 --> 00:39:28.980
do that and the more we do
that, the more successful we are.
599
00:39:28.980 --> 00:39:30.739
When I start thinking about money or
aren't trying to think about closing the big
600
00:39:30.780 --> 00:39:35.099
deal, that's when I don't get
them interesting. It's so good and I
601
00:39:35.460 --> 00:39:38.530
just think it's just so fundamentally attractive. I think that's how you attract good
602
00:39:38.650 --> 00:39:43.690
team members. Obviously yours have some
level of commitment just baked in by the
603
00:39:43.730 --> 00:39:46.210
fact that some of your family members. But you know, I do think
604
00:39:46.250 --> 00:39:51.530
good good attracts good. Like attracts
like and it builds on it on itself,
605
00:39:51.690 --> 00:39:53.519
and so that's awesome. Love it. I'm so glad I asked that.
606
00:39:54.079 --> 00:39:58.280
So for folks who enjoyed this conversation, of course, I had todd's
607
00:39:58.320 --> 00:40:02.840
co author, Dan Tire on episode
forty of this podcast, and that one
608
00:40:02.960 --> 00:40:07.309
was called the biggest transformation and in
prospecting in thirty years. We ended up
609
00:40:07.349 --> 00:40:12.190
talking a lot about video, in
simple videos places some of our typed out
610
00:40:12.230 --> 00:40:15.909
text, and then a couple episodes
later I had Sangraum Vagere, who's the
611
00:40:15.949 --> 00:40:21.230
cofounder and chief of agelistic terminus,
and we talked about five ways internal alignment
612
00:40:21.309 --> 00:40:24.300
can elevate your customer experience. So
we were a bit more inward facing,
613
00:40:24.380 --> 00:40:30.300
we were a little bit more culture
and process and alignment oriented in that conversation.
614
00:40:30.420 --> 00:40:31.980
So you'll enjoy those two. So, todd, this is great.
615
00:40:31.980 --> 00:40:35.500
I'm so glad we're able to spend
time together. I have a few more
616
00:40:35.539 --> 00:40:37.570
things, though, before I let
you go. I always like, because
617
00:40:37.610 --> 00:40:42.849
relationships are our number one core value
among five, I like to give you
618
00:40:42.849 --> 00:40:45.210
the chance to think or mention someone
who's had a positive impact on your life
619
00:40:45.250 --> 00:40:50.199
or your career. But we've been
talking about Dan tire from hub spot.
620
00:40:50.239 --> 00:40:53.719
I'll mention Dan because it was I
learned so much from him. Were working
621
00:40:53.760 --> 00:41:00.519
on the book together and he is
just such a universally consistently positive, uplifts
622
00:41:00.559 --> 00:41:01.599
being person. I told you I
just did a conversation. I had a
623
00:41:01.639 --> 00:41:05.909
conversation with Dan and another person this
morning and he spent the first three minutes
624
00:41:05.949 --> 00:41:07.429
telling the other person how great I
was, and I said there's only other
625
00:41:07.469 --> 00:41:09.510
person in the world that does as
my mom, and she doesn't even do
626
00:41:09.550 --> 00:41:14.190
it as much as Dan, and
he's part of it's a bigger piece there
627
00:41:14.190 --> 00:41:16.989
and the companies. I appreciate hub
spot, who's connected we're Dan works.
628
00:41:17.110 --> 00:41:21.780
is also when I really appreciate having
work with them for over ten years and
629
00:41:22.139 --> 00:41:25.340
seeing their response to the this situation, how they've come out with new products
630
00:41:25.340 --> 00:41:29.340
and I can see some things on
the back end how they're really trying to
631
00:41:29.380 --> 00:41:32.050
take care of customers and do the
right thing. That's impressive and he's a
632
00:41:32.090 --> 00:41:37.530
big part of that. And so
those two the company in person, are
633
00:41:37.530 --> 00:41:39.210
big ones. There's lots of other
ones, but they has been a special
634
00:41:39.250 --> 00:41:44.969
friend and mentor and a coach and
and just a lot of things, and
635
00:41:45.530 --> 00:41:46.559
so it was a great opportunity to
write a book with them because we got
636
00:41:46.559 --> 00:41:50.519
to spend a lot of time together, and so Dan was a big influence
637
00:41:50.559 --> 00:41:52.719
on me, for sure, awesome
and I really enjoyed it. I guess
638
00:41:52.719 --> 00:41:55.559
I should have recorded it. We
were talking a little bit about how that
639
00:41:55.599 --> 00:42:00.079
project came together between the two of
you and as a pleasure and in what
640
00:42:00.239 --> 00:42:02.670
you offered there. What a great
example of you know, leading by giving
641
00:42:04.349 --> 00:42:08.510
you know, spending three minutes propping
you up like for no particular reason except
642
00:42:08.510 --> 00:42:14.429
that he likes to give credit where
it's due. So, besides hub spot,
643
00:42:14.469 --> 00:42:16.780
do you maybe want to give mention
to a company that you really appreciate
644
00:42:16.820 --> 00:42:21.900
or enjoy or respect for the experience
that they that they deliver for you as
645
00:42:21.900 --> 00:42:25.099
a customer? This is going to
be kind of odd. My doctor,
646
00:42:25.139 --> 00:42:29.980
I'm excited already. Who you don't? Nobody. You want I can know
647
00:42:30.090 --> 00:42:32.889
my doctor, but they have.
They have. First of all, they
648
00:42:32.929 --> 00:42:37.690
already had figured out how to set
up appointments correctly, give me a portal
649
00:42:37.769 --> 00:42:40.969
online to get all my information in
one place. They figured out, I
650
00:42:42.050 --> 00:42:44.320
don't know how they did, it's
a miracle. They figure out how to
651
00:42:44.400 --> 00:42:47.480
actually get me into the office when
I was scheduled. I don't know how
652
00:42:47.480 --> 00:42:50.920
they do it. I think they
actually learn how to keep a schedule.
653
00:42:51.519 --> 00:42:53.239
What a concept, right. So
I was already thrilled like that. They
654
00:42:53.400 --> 00:42:55.840
you know, I get there,
I give the information, I'm in the
655
00:42:55.920 --> 00:42:59.750
office, I'm in the room within
a minute or two, like never sit
656
00:42:59.869 --> 00:43:02.989
there. It's great. Everything's digital. I don't have paperwork. They any
657
00:43:04.030 --> 00:43:07.630
prescriptions or whatever, all automatically those, the pharmacy's all set up super easy.
658
00:43:07.389 --> 00:43:12.389
Then, in this mayhem, they
went to tell a medicine, and
659
00:43:12.980 --> 00:43:15.500
now we're doing you can do these
kind of things. I have. I
660
00:43:15.579 --> 00:43:19.260
luckily I haven't had any reason too, but they immediately switch to tell a
661
00:43:19.340 --> 00:43:24.420
medicine like that, and so that
to me's a small business that is flexible
662
00:43:24.539 --> 00:43:29.369
and it's thinking about their customers,
thinking about the concerns I might have in
663
00:43:29.489 --> 00:43:32.489
a time of uncertainty and giving me
options and really great ways to connect.
664
00:43:34.010 --> 00:43:37.170
And I think that's the message for
any company, doesn't matter if you're a
665
00:43:37.489 --> 00:43:42.280
solo preneur or a giant company.
Now's the time to pivot and really think
666
00:43:42.320 --> 00:43:45.960
about what those other people want and
and those are the people, those are
667
00:43:45.000 --> 00:43:47.960
the companies, that are going to
really I'm going to remember, we're all
668
00:43:47.960 --> 00:43:53.760
going remember great powerful story there,
because that's all customer experience in like exceeding
669
00:43:53.880 --> 00:43:58.630
expectations. And mean it's shocking how
low that expectation was. Of like,
670
00:43:59.869 --> 00:44:01.269
am I going to you know,
for my my appointments at Two am?
671
00:44:01.269 --> 00:44:04.550
I going to get in it to
thirty or two hundred and forty five or
672
00:44:04.630 --> 00:44:07.030
what I like? That's a very
low expectation. But the idea that no
673
00:44:07.150 --> 00:44:13.460
one beats it, rarely beats it
except for this this team. Here's my
674
00:44:13.579 --> 00:44:15.179
favorite. You go into the doctor's
office or the dentist or whoever, and
675
00:44:15.260 --> 00:44:17.699
they say, if you miss an
appointment, we're going to charge you thirty.
676
00:44:19.300 --> 00:44:22.420
Right, but yet I'll sit there
for an hour. My rate higher
677
00:44:22.420 --> 00:44:24.849
than thirty an hour. You're going
to give me, pay me for my
678
00:44:24.969 --> 00:44:29.690
hour. You wasted. Heck now, right. I will say, just
679
00:44:29.889 --> 00:44:34.170
for just so you can feel some
kinship, Aaron Torik, who is a
680
00:44:34.250 --> 00:44:38.760
an attorney, marketing law attorney,
intellectual property attorney. I had her on.
681
00:44:38.920 --> 00:44:43.519
We talked about things that you're marketing
team is doing that maybe illegal and
682
00:44:44.199 --> 00:44:47.159
she took the opportunity to prop up
her dentist's office and the language there was
683
00:44:47.199 --> 00:44:53.750
around concierge style service from her dentist's
office. So I've only heard that.
684
00:44:53.829 --> 00:44:57.989
I've asked this of dozens and dozens
of people, maybe more than seventy,
685
00:44:58.110 --> 00:45:01.550
and so I've only had what other
answer quite like yours. So for folks
686
00:45:01.590 --> 00:45:05.030
and enjoy this conversation, Tad,
if they want to follow up with you,
687
00:45:05.110 --> 00:45:09.420
or topline results or the manufacturing show
that you host or inbound organization,
688
00:45:09.460 --> 00:45:14.420
where some places you would send people
if they enjoyed this conversation? Well,
689
00:45:14.619 --> 00:45:17.179
thanks for offering the easiest place to
find all that is at our website,
690
00:45:17.219 --> 00:45:22.929
top line resultscom, or you can
just google todd hockenberry. I'm on you'll
691
00:45:22.929 --> 00:45:25.090
find pull up a bunch of stuff. I'm on Linkedin. I'd love to
692
00:45:25.130 --> 00:45:30.650
connect with you there and I do
a podcast called the manufacturing show and it's
693
00:45:30.769 --> 00:45:36.079
really focused on the industrial and manufacturing
world and would love you to check that
694
00:45:36.159 --> 00:45:38.599
out as well. And there's also
a site for the book in bound Organizationcom.
695
00:45:38.760 --> 00:45:42.880
Lots of Info there too. Awesome, toad, thank you so much
696
00:45:42.920 --> 00:45:45.039
for your time. I really appreciate
it. I absolutely love the book.
697
00:45:45.119 --> 00:45:50.789
I really appreciate your approach to work
into life and I appreciate you sharing it
698
00:45:50.829 --> 00:45:53.190
here on the customer experience podcast.
Bethan, my pleasure. Thank you for
699
00:45:53.469 --> 00:46:00.230
allowing to be on the show.
Todd's take on givers and takers and the
700
00:46:00.349 --> 00:46:02.949
right way to lead our lives and
grow our businesses is one of the more
701
00:46:04.070 --> 00:46:09.739
epic takes on the CX series of
BTB growth and on the customer experience podcast.
702
00:46:10.619 --> 00:46:15.539
Learn more about the customer experience podcast
and check out additional episodes, video
703
00:46:15.739 --> 00:46:25.730
clips and short write ups by visiting
Bombombcomas podcast. That's bomb Bombcom podcast.
704
00:46:27.449 --> 00:46:30.610
My name is Ethan, but I
welcome your connection on Linkedin and I thank
705
00:46:30.650 --> 00:46:44.199
you so much for listening. For
the longest time I was asking people to
706
00:46:44.280 --> 00:46:47.630
leave a review of BB growth and
apple podcasts, but I realize that was
707
00:46:47.710 --> 00:46:52.230
kind of stupid, because leaving a
review is way harder than just leaving a
708
00:46:52.349 --> 00:46:57.110
simple rating. So I'm changing my
tune a bit. Instead of asking you
709
00:46:57.230 --> 00:46:59.829
to leave a review, I'm just
going to ask you to go to beb
710
00:46:59.909 --> 00:47:04.619
growth and apple podcasts, scroll down
until you see the ratings and reviews section
711
00:47:04.980 --> 00:47:07.139
and just tap the number of stars
you want to give us. No review
712
00:47:07.260 --> 00:47:12.340
necessary, super easy and I promise
it will help us out a ton.
713
00:47:12.900 --> 00:47:15.170
If you want to copy on my
book content base networking to shoot me a
714
00:47:15.289 --> 00:47:19.570
text after you leave the rating and
I'll send one your way. Text me
715
00:47:19.730 --> 00:47:22.449
at four hundred seven for and I
know three hundred and three two eight