Putting People First In Your Sales Process

WEBVTT 1 00:00:05.140 --> 00:00:07.690 if people don't want to engage with your brain, If they feel like just a 2 00:00:07.690 --> 00:00:10.320 number, they're gonna be less likely to want to engage with your brand over 3 00:00:10.320 --> 00:00:17.340 time and convert down your funnel. Experiential content, personalized 4 00:00:17.340 --> 00:00:21.370 experiences, Ah, conversational approach, thes air, some of the 5 00:00:21.370 --> 00:00:26.880 characteristics of a human first sales process and therefore a human first 6 00:00:26.890 --> 00:00:31.800 buying process. Tory Belkin is senior director of sales and sales enablement 7 00:00:31.800 --> 00:00:37.280 at Ciro's, and she's our guest today on the C X Siri's here on B two b growth. 8 00:00:37.290 --> 00:00:41.500 My name is Ethan Butte. I host the C X Siri's I host the customer experience 9 00:00:41.500 --> 00:00:46.680 podcast and I'm co author of the book Re Humanize Your Business. I know 10 00:00:46.680 --> 00:00:50.830 you'll enjoy this conversation with Tory and listen in particular for her 11 00:00:50.830 --> 00:00:56.360 story of a brand new sales rep winning a key deal based on the experience that 12 00:00:56.360 --> 00:00:57.070 was delivered. 13 00:01:01.040 --> 00:01:06.850 I'm confident that as fires ourselves, we can all agree that the buying 14 00:01:06.850 --> 00:01:11.200 experience should be less pushy and less sales e and instead be more 15 00:01:11.200 --> 00:01:16.020 personal and more human. Ah, better buying experience sets up, Ah, better 16 00:01:16.020 --> 00:01:19.620 customer experience. So it's something we all aspired to deliver, and it's 17 00:01:19.620 --> 00:01:24.390 something that today's guest takes on directly every single day to this 18 00:01:24.390 --> 00:01:28.120 conversation. She brings a decade of experience in fundraising and 19 00:01:28.120 --> 00:01:32.320 development operations and growth inside sales and new business 20 00:01:32.320 --> 00:01:36.840 development. Today she serves as director of sales at Ciro's and 21 00:01:36.840 --> 00:01:41.490 Experiential Content Creation platform with a customer list of the world's 22 00:01:41.500 --> 00:01:46.720 leading brands, including The Wall Street Journal, NBC, IBM, the NHL 23 00:01:46.720 --> 00:01:51.450 penned Oh, and Linked in Just to name a Few Tory Belkin. Welcome to the 24 00:01:51.450 --> 00:01:55.100 customer experience podcast. Thank you so much for having me. I'm excited to 25 00:01:55.100 --> 00:01:58.850 be here. Yeah, I'm looking forward to the conversation before we get going. 26 00:01:58.850 --> 00:02:03.120 You're in New York. Are you in the city proper? I am. Yes, I am right by the 27 00:02:03.120 --> 00:02:07.260 Empire State Building, actually. So in the heart of Manhattan. Okay, So with 28 00:02:07.260 --> 00:02:11.370 regard to the pandemic, obviously we're all affected in different ways. How has 29 00:02:11.370 --> 00:02:15.000 it affected you personally, or your team or your customers? Kind of What's 30 00:02:15.000 --> 00:02:19.220 going on where you are? Yeah, absolutely. So it was kind of funny. 31 00:02:19.220 --> 00:02:24.650 Our our team was very focused on being in the office all of the time, so we 32 00:02:24.650 --> 00:02:28.310 were a little bit nervous to try and work from home, but the transition went 33 00:02:28.310 --> 00:02:33.040 really smoothly for my team were still in communication. We've used Zoom for 34 00:02:33.040 --> 00:02:37.420 our meetings for since I've been at Saroso. That was still familiar. And in 35 00:02:37.420 --> 00:02:41.130 terms of our customers, you know, we are a digital platform, so something 36 00:02:41.130 --> 00:02:45.930 that is super necessary and maybe even more so in today's new normal. So it's 37 00:02:45.930 --> 00:02:49.180 been a really interesting shift in all of our sales conversations in the way 38 00:02:49.180 --> 00:02:52.350 that we're approaching that with the people we're talking Thio. But overall, 39 00:02:52.350 --> 00:02:55.500 we're still aiming to, you know, really help our our clients create better 40 00:02:55.500 --> 00:02:59.280 digital content in this new normal is, well, it's really good. Thank you for 41 00:02:59.280 --> 00:03:04.990 sharing that. And I agree that as our experiences become more digital across 42 00:03:04.990 --> 00:03:08.060 the board, even these kind of human experiences we're trying to create 43 00:03:08.060 --> 00:03:12.670 through zoom calls and things, and I think it will continue a lot that way. 44 00:03:12.680 --> 00:03:16.380 We're recording this in mid May for folks who are listening, and Twitter 45 00:03:16.380 --> 00:03:20.330 just announced, for example, that all employees can work from home forever, 46 00:03:20.340 --> 00:03:24.630 and so a lot of these things are are sticking. It will be interesting to see 47 00:03:24.630 --> 00:03:28.510 the way it shapes up So let's get into it properly. When I say customer 48 00:03:28.510 --> 00:03:33.140 experience story, What does that mean to you? To me, it just means anyway 49 00:03:33.140 --> 00:03:37.760 that someone outside of your company is interacting. And what their experiences 50 00:03:37.740 --> 00:03:42.150 with your brand, your company s Oh, that could be again part of the sales 51 00:03:42.150 --> 00:03:45.950 process, which is near and dear to me, but then also on the customer support 52 00:03:45.950 --> 00:03:49.350 side. And then how you're presenting yourself to the people you're then 53 00:03:49.350 --> 00:03:53.260 prospecting, too. So any communication that you're putting out to potential 54 00:03:53.260 --> 00:03:58.770 customers and customers is part of the experience. Absolutely agree for folks 55 00:03:58.770 --> 00:04:02.700 who wanted who aren't familiar. Talk a little bit about zeros like Who is your 56 00:04:02.700 --> 00:04:07.010 ideal customer? What do you solve for them and maybe talk about how it 57 00:04:07.010 --> 00:04:12.810 improves your customers? Customers experience? Yeah, absolutely. So we 58 00:04:12.810 --> 00:04:17.339 have a very large addressable market because we're really trying to help any 59 00:04:17.350 --> 00:04:22.440 company, any brand that is marketing to someone, primarily when you think of ah 60 00:04:22.450 --> 00:04:25.740 brand experience, you might think of a retail brand that you really like that 61 00:04:25.740 --> 00:04:30.530 you've had a good experience with. But people who are buying Softwares from B 62 00:04:30.530 --> 00:04:34.330 to B tech companies. Those are also humans, right? So they have a story to 63 00:04:34.330 --> 00:04:37.230 tell. They wanna be able to tell it in a way that people actually want to 64 00:04:37.230 --> 00:04:41.300 consume. So we're trying to talk to anyone who's looking to tell their 65 00:04:41.300 --> 00:04:45.510 brand story in a more engaging way. And typically, what we're trying to help 66 00:04:45.510 --> 00:04:49.470 them solve for to your point earlier is you know, when you're going through a 67 00:04:49.470 --> 00:04:52.920 sales process, you're typically interacting with a couple key touch 68 00:04:52.920 --> 00:04:56.500 points of sales presentation events that you get in front of the large 69 00:04:56.510 --> 00:05:00.580 target audience. And so what we're trying to do at Sarah's is take those 70 00:05:00.580 --> 00:05:05.260 really key capstone experiences and make them digital. So that way, every 71 00:05:05.260 --> 00:05:08.680 touch point that you're going through in a sale cycle could be meaningful. 72 00:05:08.680 --> 00:05:12.480 And not just like, you know, a pdf that no one really wants to download and 73 00:05:12.480 --> 00:05:15.920 read 20 pages of your making it something that can compete for people's 74 00:05:15.920 --> 00:05:19.070 attention alongside all of the other things that they're interacting with 75 00:05:19.070 --> 00:05:23.090 digitally like, you know, instagram YouTube, etcetera. I love it. It seems 76 00:05:23.090 --> 00:05:28.670 like it's you're helping people bring content toe life. I guess that capture 77 00:05:28.670 --> 00:05:32.720 release some of the essence of it absolutely no 1. 100% of the nail on 78 00:05:32.720 --> 00:05:36.700 the head. We truly believe that experiences matter and every experience 79 00:05:36.700 --> 00:05:40.680 matter. So taking all of your content, bringing it to life. So it's actually, 80 00:05:40.690 --> 00:05:45.170 you know, engaging in meaningful in a way that people want toe experience and 81 00:05:45.170 --> 00:05:49.060 really that, therefore take the heart and really understand and learn from 82 00:05:49.840 --> 00:05:55.470 eso this this phrase experiential content. Where are we with regard to 83 00:05:55.480 --> 00:06:00.640 the adoption of experiential content? Is this new language for something 84 00:06:00.640 --> 00:06:04.660 we've been trying to do for a while? What is experiential content and where 85 00:06:04.660 --> 00:06:09.310 are we with it? Yeah, absolutely so I've been a Tara's for four years, and 86 00:06:09.310 --> 00:06:13.500 I have seen a huge growth in people's understanding of what experiential 87 00:06:13.500 --> 00:06:17.790 content is over the course of my four years. At first it was really more of 88 00:06:17.790 --> 00:06:21.710 an educational sales like This is why it's going to be important as digital 89 00:06:21.710 --> 00:06:25.180 becomes more and more part of our everyday lives. How you've done things 90 00:06:25.180 --> 00:06:29.910 in the past print Thio. Just throwing that up digitally isn't the way to go 91 00:06:29.910 --> 00:06:34.530 anymore. But now so now, more so people are understanding. Okay, People 92 00:06:34.530 --> 00:06:38.370 actually do care about the way that I present my brand online. And not just 93 00:06:38.380 --> 00:06:41.300 I'm not just talking about the website and talking about sales presentations, 94 00:06:41.300 --> 00:06:45.900 leave behind Social anything. So how do I do that in a more scalable way? So 95 00:06:45.900 --> 00:06:49.420 now our sales teams more focused on the conversation of Okay, companies 96 00:06:49.420 --> 00:06:52.670 understand that they need to be doing this, and then we can help guide them 97 00:06:52.680 --> 00:06:57.120 on best practices and how to actually do it with our platform. I think the 98 00:06:57.120 --> 00:07:03.140 term experiential has definitely grown over the past year or so we used to say, 99 00:07:03.140 --> 00:07:06.730 actually interactive content, but it really is much more than just 100 00:07:06.730 --> 00:07:10.060 interactive. It's the way that you're actually thinking about designing for 101 00:07:10.060 --> 00:07:13.580 interactive. It could just be animations that make a page look more 102 00:07:13.580 --> 00:07:17.390 beautiful and fun to engage with. It doesn't always have to be interactive 103 00:07:17.390 --> 00:07:20.600 in the Churchill signs of like putting your prospects through quiz as an 104 00:07:20.600 --> 00:07:25.950 example. Uh, I was reading, of course, as I always do before these these 105 00:07:25.950 --> 00:07:29.490 conversations out of respect for you and all the work that you do and what 106 00:07:29.490 --> 00:07:32.790 your company is about. And I saw a couple of key ideas that I thought were 107 00:07:32.790 --> 00:07:37.950 interesting around this and this idea of the balance of logic and emotion as 108 00:07:37.950 --> 00:07:42.480 relates to the content experience in particular and in the more positive 109 00:07:42.480 --> 00:07:47.060 perceptions. I imagine that, you know, rather than delivering flat, static, 110 00:07:47.540 --> 00:07:52.250 kind of boring presentation of otherwise perfectly fine information, 111 00:07:52.260 --> 00:07:56.810 that it has a halo effect, um, or positive effect on the buying 112 00:07:56.810 --> 00:08:00.770 experience for your customers. Talk a little bit about that, that logic and 113 00:08:00.770 --> 00:08:06.280 emotion piece or the halo effect of simply by virtue of presenting the 114 00:08:06.280 --> 00:08:12.370 information in a different way. You get a more positive result. Yeah, 115 00:08:12.380 --> 00:08:16.810 absolutely. I think you know, to your point earlier. Just, you know, you did 116 00:08:16.810 --> 00:08:19.490 a little bit of research about me because you wanted the conversation to 117 00:08:19.490 --> 00:08:23.780 be meaningful. That's the way that we want. Marketers Thio go out to their 118 00:08:23.780 --> 00:08:27.890 prospects as well. You know, we care about our prospects time. We want to 119 00:08:27.890 --> 00:08:31.290 make sure that they have the best experience possible with it. So we want 120 00:08:31.290 --> 00:08:34.150 to put an effort into the content that we're putting out there and not just 121 00:08:34.240 --> 00:08:37.990 trying to just give them information. At the end of the day, I think people 122 00:08:38.000 --> 00:08:41.850 buy from people that they like and feel like, really understand them. And I 123 00:08:41.850 --> 00:08:46.720 think we sometimes lose sight a za b two b b two b tech companies that the 124 00:08:46.730 --> 00:08:50.760 people who buy from us our people to just like any other brand that's 125 00:08:50.760 --> 00:08:55.060 pitching to them or, you know, targeting them on instagram. Right? So 126 00:08:55.060 --> 00:08:59.220 it can't just be the logic of I need to collect email addresses. We do have to 127 00:08:59.220 --> 00:09:03.070 shift the focus. Thio know these people. These are people who are buying from us. 128 00:09:03.070 --> 00:09:06.600 They have emotions they have feelings on. We need to cater to that and give 129 00:09:06.600 --> 00:09:09.820 them content that they actually want to digest and consume. And that will make 130 00:09:09.820 --> 00:09:14.350 us stand out in the long run. Yeah, I totally agree. I as on the marketing 131 00:09:14.350 --> 00:09:17.950 side, I was the only marketer at Bom Bom for, like, three or four years. And 132 00:09:17.950 --> 00:09:23.040 then we built the team out, and especially early on, it's easy to start 133 00:09:23.040 --> 00:09:26.950 to see a list of email addresses as a list of email addresses that you 134 00:09:26.950 --> 00:09:31.220 mentally attach an open rate thio that you mentally attach a click rate to 135 00:09:31.220 --> 00:09:36.150 that. You mentally attach a conversion rate Thio, but really I mean it za 136 00:09:36.150 --> 00:09:38.860 privilege to be able to directly communicate with each of these 137 00:09:38.870 --> 00:09:42.590 individual people. And I think the more respect we can give them, obviously, 138 00:09:42.590 --> 00:09:47.140 the better off we're gonna be in. The nice thing is tools like yours and and 139 00:09:47.140 --> 00:09:50.790 obviously tons of others are helping us do that more effectively. I'm gonna ask 140 00:09:50.790 --> 00:09:54.780 you another definitional question just because it seems like I get a lot of 141 00:09:54.780 --> 00:09:58.570 interesting conversation around. And that's personalized when I say because 142 00:09:58.570 --> 00:10:02.680 I assume that you know, as you're coaching, training your your sales team 143 00:10:02.680 --> 00:10:06.230 as you're setting up new initiatives and things that you probably focused on, 144 00:10:06.230 --> 00:10:10.490 how can we be more personal or create more personalized experiences? When I 145 00:10:10.490 --> 00:10:15.300 say personalized, What does that can note or what does that mean? Yeah, it 146 00:10:15.300 --> 00:10:21.210 took to me well, but Sarah was actually allows companies to create personalized 147 00:10:21.210 --> 00:10:24.800 experiences. So this is something that is obviously near and dear and close to 148 00:10:24.800 --> 00:10:30.280 what we do every day. But to me, it just means something that feels like 149 00:10:30.280 --> 00:10:35.180 something someone wants to engage with, right? It doesn't have to be Hey, first 150 00:10:35.180 --> 00:10:38.370 name or hey, even company name doesn't have to be account, but it's just 151 00:10:38.380 --> 00:10:41.940 something that's relevant to the person that you're talking thio business 152 00:10:41.940 --> 00:10:45.910 challenges that could be personalized or persona based things. Just something 153 00:10:45.910 --> 00:10:50.670 that they can relate to, I guess. And its simplest form? Yeah, I think 154 00:10:50.670 --> 00:10:53.600 relevance is the key. And I agree that we're way beyond just, you know, 155 00:10:53.600 --> 00:10:57.990 slugging in. Uh and, man, I get those linked in connection requests. I'll bet 156 00:10:57.990 --> 00:11:02.700 you do, too. It's like I see you are a leader in the computer software 157 00:11:02.710 --> 00:11:08.660 industry like, Oh, my God, this is terrible. Yeah, Any terrible Lincoln 158 00:11:08.660 --> 00:11:13.180 requests come to mind. Um, e think it's the ones that are just you could tell 159 00:11:13.180 --> 00:11:16.390 that they didn't even really try to make it personal, like they just went 160 00:11:16.390 --> 00:11:20.260 for the most broad buckets possible. I get those on a regular basis, and I'm 161 00:11:20.260 --> 00:11:24.850 just like, you know, wow, you just you almost got there. Just a little bit 162 00:11:24.850 --> 00:11:27.940 more effort. Could have made it sound like you almost wanted to talk to me 163 00:11:27.950 --> 00:11:31.660 specifically, totally right. Which means that you're being treated like a 164 00:11:31.660 --> 00:11:35.320 number, not as a person. And that's the worst experience we can give anybody 165 00:11:35.330 --> 00:11:39.350 totally. And I understand the science part of marketing for sure, right, Like 166 00:11:39.350 --> 00:11:42.130 you, you do have conversion metrics that you want to hit. And you know, if 167 00:11:42.130 --> 00:11:45.290 you get X amount of leads that convert at X percent like I totally 168 00:11:45.290 --> 00:11:49.380 understanding and empathetic to that But you just can't lose part of the 169 00:11:49.380 --> 00:11:52.880 site of the emotional part of it, right? If people don't want to engage with 170 00:11:52.880 --> 00:11:55.390 your brain, if they feel like just a number, they're gonna be less likely to 171 00:11:55.390 --> 00:11:58.590 want to engage with your brand over time and, you know, convert down your 172 00:11:58.590 --> 00:12:02.350 fun, right? So it's very important that marketers keep both in mind as their 173 00:12:02.360 --> 00:12:05.680 marketing to you. So let's talk about that a little bit. Let's talk about you 174 00:12:05.680 --> 00:12:11.340 as a sales leader at Ciro's. You know, obviously you're focused on creating a 175 00:12:11.340 --> 00:12:15.280 great buying experience for the folks that you and your team are engaging. 176 00:12:15.290 --> 00:12:19.830 And so let's talk about let's go to the ugly side. Like, what are some of the 177 00:12:19.830 --> 00:12:25.170 marks of a sales e or pushy experience that you specifically wanted to knock 178 00:12:25.170 --> 00:12:31.240 down? I think first and foremost, just the idea that a sales pitch, especially 179 00:12:31.240 --> 00:12:36.300 a first call, should be a presentation. If you just go in there and present and 180 00:12:36.300 --> 00:12:39.360 not really pay any attention to who you're talking to or why they're 181 00:12:39.360 --> 00:12:43.140 talking to you, you're just never going to get to the outcome that you want or 182 00:12:43.140 --> 00:12:46.790 that they want at the end of the day. So, first and foremost, that's, you 183 00:12:46.790 --> 00:12:51.520 know, the really the foundation of what I'm trying Thio teach my raps on a day 184 00:12:51.520 --> 00:12:55.860 to day basis. Yeah, it's interesting because it might just as well have been 185 00:12:55.860 --> 00:12:59.040 a video like you could have just recorded and sent it over. If you're 186 00:12:59.040 --> 00:13:03.320 not engaging in a conversation just for context, I guess before we go deeper 187 00:13:03.320 --> 00:13:07.900 into this process, how big is your sales team? I personally managed seven 188 00:13:07.900 --> 00:13:11.490 reps, but our team is double that size. I think we actually 15 reps total right 189 00:13:11.490 --> 00:13:16.800 now. Cool. And what about how long would you say your your sales cycle is 190 00:13:16.800 --> 00:13:22.590 approximately? I'm sure it varies, but it does. So we we saw a 30 day pilot 191 00:13:22.590 --> 00:13:26.430 before an annual subscription, but from the first time we talked to someone 192 00:13:26.440 --> 00:13:30.470 until they signed. That annual subscription is about 3.5 once I would 193 00:13:30.470 --> 00:13:35.200 say on average. Okay, so it's, I mean, you're building connection over that 194 00:13:35.200 --> 00:13:38.620 period of time. How many decision makers? Maybe on average, do you get 195 00:13:38.630 --> 00:13:43.970 involved in something like that? It's typically about four for a proper sail. 196 00:13:44.240 --> 00:13:48.030 And is there is there? Who is your Who is typically your champion? Are you 197 00:13:48.030 --> 00:13:52.970 coming into a CMO or VP marketing Or similar? Exactly. Yeah, and then Ideal 198 00:13:52.970 --> 00:13:57.450 World. That is the case for starting a little lower. It's probably a content 199 00:13:57.450 --> 00:14:00.080 marketer, someone who just really cares about what their content looks like. Or 200 00:14:00.080 --> 00:14:03.840 maybe even like a brand marketing manager, someone who just wants to make 201 00:14:03.840 --> 00:14:06.550 sure that they're being seen in the best light in the market. Oh, sure, 202 00:14:06.550 --> 00:14:10.650 totally. So, Gosh, I'm going way off where I thought I was going to go. But 203 00:14:10.650 --> 00:14:14.600 this is really interesting to me right now. You know, I can totally see a 204 00:14:14.600 --> 00:14:18.940 frontline person or kind of like a mid level person wanting to engage in this, 205 00:14:18.940 --> 00:14:25.410 but not necessarily be the ultimate contract signer or or payer. Let's say 206 00:14:25.420 --> 00:14:31.900 how does your team help someone like a, you know, a mid level to senior content 207 00:14:31.900 --> 00:14:36.040 marketer who discovers this opportunity to bring all the work that they're 208 00:14:36.040 --> 00:14:40.090 doing the life more effectively. Do you train your sales folks to help sell 209 00:14:40.090 --> 00:14:44.450 that up within the organization? Absolutely. I think that that is a huge 210 00:14:44.450 --> 00:14:48.110 part of ourselves process, because ideally, we're talking straight to the 211 00:14:48.120 --> 00:14:52.480 VP of marketing or CMO. But that's in a perfect world, which we know doesn't 212 00:14:52.480 --> 00:14:57.130 really exist. So often times we are really having to empower our champions 213 00:14:57.130 --> 00:15:00.560 to help them sell it through. We do that in a bunch of different ways, but 214 00:15:00.560 --> 00:15:04.660 primarily again, it's just understanding the human part of it. So 215 00:15:04.660 --> 00:15:08.260 why is this important to the person that we're talking Thio and then asking 216 00:15:08.260 --> 00:15:11.650 them about? You know, what the person that they have to sell it to really 217 00:15:11.650 --> 00:15:15.960 cares about so we can help them tie it to the value we put together 218 00:15:15.960 --> 00:15:20.500 personalized Sarah's collateral to help them sell it through, or at least to 219 00:15:20.500 --> 00:15:23.730 get them excited enough to want to jump on the phone with us so we can help 220 00:15:23.730 --> 00:15:27.210 them pitch it. But at the end of the day, it's just really understanding 221 00:15:27.220 --> 00:15:30.840 what the person we're talking to, our champion cares about why they see the 222 00:15:30.840 --> 00:15:34.140 value and then how to help them tie that into where they fit into the 223 00:15:34.140 --> 00:15:38.520 larger pictures. Well, is that something you actively coach and train 224 00:15:38.530 --> 00:15:44.620 train to regularly? Absolutely. I would say, you know, 50% of my time is spent 225 00:15:44.620 --> 00:15:48.220 digging into deals and understanding. Who are we talking to? Why do they 226 00:15:48.220 --> 00:15:52.620 personally care? And do we have a clear understanding of what the business and 227 00:15:52.620 --> 00:15:55.770 whoever signs off on this ultimately cares about? And then how do we make 228 00:15:55.770 --> 00:15:59.770 sure that they see that Sarah says the right partner for them Love it. So 229 00:15:59.840 --> 00:16:03.580 you're already talking all to these themes. But let's go straight at it 230 00:16:03.580 --> 00:16:08.180 when when I say personal and human is part of you know what you're trying to 231 00:16:08.190 --> 00:16:12.800 deliver so that people have obviously very positive first human interactions 232 00:16:12.800 --> 00:16:16.710 with Sarah. So I'm sure people on your website and consuming your experiential 233 00:16:16.710 --> 00:16:20.260 content in advance of probably connecting with someone that probably 234 00:16:20.260 --> 00:16:23.880 helps is we already talked about earlier, perhaps makes the right people 235 00:16:23.880 --> 00:16:29.100 more receptive to a call or a zoom meeting or something else like that. 236 00:16:29.110 --> 00:16:34.300 When I say personal and human, what does that mean in the context of your 237 00:16:34.300 --> 00:16:39.270 sales reps connecting with potential buyers? Yeah. I mean, I think 238 00:16:39.540 --> 00:16:43.350 personalized and human. It's just it's conversational, righteous understanding 239 00:16:43.350 --> 00:16:47.510 that I'm getting on a sales call because I believe that Sarah's is 240 00:16:47.510 --> 00:16:50.450 something that could potentially help you and then return. I'm gonna have to 241 00:16:50.450 --> 00:16:53.830 ask you some questions about what you're doing at your company so I can 242 00:16:53.830 --> 00:16:56.890 help you determine if this is a fit or not. And you know, at the end of the 243 00:16:56.890 --> 00:17:00.210 day, whether it is a fit or it isn't if it we've had a great conversation and 244 00:17:00.210 --> 00:17:03.890 weaken Part is friends. But it is a conversation. I'm not actively trying 245 00:17:03.890 --> 00:17:07.700 to sell you something until I can really understand. You know, if this is 246 00:17:07.700 --> 00:17:11.089 important to you at all, I'm not going to try to sell it to you until I I find 247 00:17:11.089 --> 00:17:14.770 that fit. And we really just try to tell ourselves reps to go in with that 248 00:17:14.770 --> 00:17:18.710 mentality and say that in their upfront contract to like, it's totally fine. At 249 00:17:18.710 --> 00:17:21.750 the end of the day, if we can't find a business challenge that we can help you 250 00:17:21.750 --> 00:17:24.530 with, you know that that's actually awesome. That's great for you. But if 251 00:17:24.530 --> 00:17:28.860 it is like, let's have a conversation about it. So, yeah, I think in a very 252 00:17:28.860 --> 00:17:32.090 short term just keeping every single step of the sales process super 253 00:17:32.090 --> 00:17:38.140 conversational. Josh, what do you think is the most irritating thing for B two 254 00:17:38.140 --> 00:17:41.680 B buyers right now, an Logan. I love talking to you about this. You know 255 00:17:41.680 --> 00:17:46.480 that the number one challenge right now is that many customer facing teams in 256 00:17:46.480 --> 00:17:51.220 the B two B space right now are forcing their potential buyers, too, by the way 257 00:17:51.230 --> 00:17:54.480 that they want to sell. Buyers don't wanna buy that way right now. They 258 00:17:54.480 --> 00:17:59.190 wanna, by the way they want to buy. We need to enable those buyers. We call 259 00:17:59.190 --> 00:18:03.340 this buyer enablement at sales reach. We need to enable those buyers to make 260 00:18:03.340 --> 00:18:07.390 better decisions quicker in a comfortable environment that's more 261 00:18:07.390 --> 00:18:11.090 personalized for them to move forward with that process. Dude, that's awesome. 262 00:18:11.090 --> 00:18:14.650 I couldn't agree more. Since I've been using sales reach in my own sales 263 00:18:14.650 --> 00:18:19.140 process, it's allowed me to really enable the buyer to move more quickly 264 00:18:19.140 --> 00:18:22.740 in really two ways. One, they don't have to download a bunch of attachments. 265 00:18:22.740 --> 00:18:26.960 Aiken, send them toe one page with the proposal. Case studies Different 266 00:18:26.960 --> 00:18:30.710 resource is because, let's face it, the proposal is just one part of the sales 267 00:18:30.710 --> 00:18:34.870 conversation and probably on Lee one sales enablement piece of content that 268 00:18:34.870 --> 00:18:38.900 you're sending so it makes it easier on them. And then the other thing is, you 269 00:18:38.900 --> 00:18:42.370 know, we're selling to our champions, and then we're making them have to re 270 00:18:42.370 --> 00:18:45.960 give our pitch to the entire buying committee. So one thing I do is put a 271 00:18:45.960 --> 00:18:50.240 custom 2 to 3 minute video on the top of my sales reach page. This says, Hey, 272 00:18:50.240 --> 00:18:53.310 here's all the resource is tie it back to the conversation. Here's the 273 00:18:53.310 --> 00:18:56.770 proposal. Let me know if you have any questions, and it allows me to give a 274 00:18:56.770 --> 00:19:00.100 little bit of kind of a mini pitch to the rest of the buying committee, 275 00:19:00.110 --> 00:19:04.010 introduce myself, which helps me build trust and credibility and helps the 276 00:19:04.010 --> 00:19:08.830 buyer not have to repeat the entire pitch from scratch. So if anybody is 277 00:19:08.830 --> 00:19:12.070 looking to do the same thing in their own sales process, I'd highly suggest 278 00:19:12.070 --> 00:19:15.310 they reach out to you and the team over its sales reach for anybody listening. 279 00:19:15.310 --> 00:19:22.030 Just go to sales reach dot io to talk to Josh and the team. Yeah, I love that 280 00:19:22.030 --> 00:19:26.720 word conversational. And it reminds me of, like, a bigger theme. I think 281 00:19:26.730 --> 00:19:30.490 something I'm really excited about is this idea that that more often we can 282 00:19:30.490 --> 00:19:34.870 just be who we are. And the more whole we are assed people, the more 283 00:19:34.870 --> 00:19:39.110 respectful and thoughtful and caring we are as people like that being a good 284 00:19:39.110 --> 00:19:45.000 person leads to greater success, and we can stop kind of acting as if I think 285 00:19:45.000 --> 00:19:48.780 of, you know, I think of I don't know, like eighties movies like Wall Street. 286 00:19:49.240 --> 00:19:53.480 You know, where is like this periods where we were much more aggressive. We 287 00:19:53.480 --> 00:19:57.810 weren't who we were supposed to be. You know, we were supposed to be sharks and 288 00:19:57.810 --> 00:20:01.800 things and whatever. I don't like all of these kind of, you know, this pushy 289 00:20:01.800 --> 00:20:05.680 sales, the stuff that we want to kind of cast aside, I feel really encouraged 290 00:20:05.680 --> 00:20:09.710 about the state of affairs. Have you seen this? How do you observe that 291 00:20:09.710 --> 00:20:14.560 shift? And is it really or am I just being hopeful here? No, it's absolutely 292 00:20:14.560 --> 00:20:17.490 really. I mean, I can't pull a statistic off the top of my head, but I 293 00:20:17.490 --> 00:20:21.100 know that there are statistics out there that show people buy from people 294 00:20:21.100 --> 00:20:24.760 that they like or who they've had the best experience with. And so I 295 00:20:24.770 --> 00:20:28.240 absolutely think that that's the case and we get that feedback actually 296 00:20:28.240 --> 00:20:32.560 pretty regularly on our sales process. I was just on a call with a ramping rep 297 00:20:32.540 --> 00:20:37.010 last week, and someone said I actually in a call with one of your competitors 298 00:20:37.010 --> 00:20:39.770 last week, and I had to end it early because it was just such a terrible 299 00:20:39.770 --> 00:20:43.120 experience. I didn't couldn't even listen about their platform anymore. I 300 00:20:43.120 --> 00:20:46.510 just had to get off the cause of Thank you for this great experience and that 301 00:20:46.510 --> 00:20:49.890 just really place your point of they liked it because it was human and 302 00:20:49.890 --> 00:20:53.210 conversational. It wasn't like super sales or aggressive. We weren't trying 303 00:20:53.210 --> 00:20:56.450 to close them on the call. We're actually try and understand. Is there a 304 00:20:56.450 --> 00:21:00.610 mutual fit here? Yeah, and and for folks who are listening, I wanna just 305 00:21:00.620 --> 00:21:05.780 stop for a second and re emphasize this point. I was on the phone with one of 306 00:21:05.780 --> 00:21:10.550 your competitors who may or may not have had a better product to may or may 307 00:21:10.550 --> 00:21:15.320 not have had a better value prop who may or may not have had a ah Lotan by 308 00:21:15.320 --> 00:21:20.780 value prop. I mean like, ah, better fit for a lower cost or better contract 309 00:21:20.780 --> 00:21:26.880 terms or whatever, but because of the experience this person created for me 310 00:21:26.880 --> 00:21:30.080 and we've heard the same thing on, so I'll kind of twist this a little bit 311 00:21:30.080 --> 00:21:34.260 and give it back is a question one of our reps was on the phone with, with a 312 00:21:34.260 --> 00:21:38.380 potential customer representing like, I don't know, 12 or 15 person account, 313 00:21:38.390 --> 00:21:44.410 which for us is a You know, it's a nice deal. We sell by seat count and among 314 00:21:44.410 --> 00:21:47.950 other ways. And they said, you know, it's on the phone with one of your 315 00:21:47.950 --> 00:21:50.570 competitors and they said this, that and the other thing. And we're able to 316 00:21:50.570 --> 00:21:55.210 demonstrably prove that those three things were not true. And so just 317 00:21:55.210 --> 00:21:59.680 simply by virtue of the fact that the competitors er misrepresented us 318 00:21:59.740 --> 00:22:03.110 specifically for their own benefit was enough for them to lose the deal. And 319 00:22:03.110 --> 00:22:08.400 so how do you coach your reps? Because I think this is key to being again, 320 00:22:08.400 --> 00:22:12.200 kind of a respectful, good person who is worthy of respect by showing respect 321 00:22:12.200 --> 00:22:15.800 and showing interest, etcetera and being fair and being practical and 322 00:22:15.800 --> 00:22:19.460 actually wanting to do discovery about what's best for the customer. How do 323 00:22:19.460 --> 00:22:25.060 you coach folks thio to talk about or talk around or speak to? Direct 324 00:22:25.140 --> 00:22:30.440 competitive situations? Yeah, so services actually pretty fortunate in 325 00:22:30.440 --> 00:22:34.900 the way that we don't have any super direct apples to apples competitors. 326 00:22:34.910 --> 00:22:38.750 There's a lot of people out there that will do a subset of what we dio, and 327 00:22:38.750 --> 00:22:42.430 we're a little bit more on the design side of a software that you can create 328 00:22:42.430 --> 00:22:46.960 experiential content with versus just plug and play for marketers. So that 329 00:22:47.140 --> 00:22:49.830 advantage and what I would say to all reps, regardless of what you have 330 00:22:49.830 --> 00:22:53.950 direct competitors or not, is just understanding what the customer 331 00:22:53.950 --> 00:22:57.980 actually needs. So when they bring up objection or you know, they could do 332 00:22:57.980 --> 00:23:01.750 this, can you do this? Understanding why behind the question and feeling 333 00:23:01.750 --> 00:23:05.350 comfortable digging in and asking MAWR is going to get you where you need to 334 00:23:05.350 --> 00:23:09.340 go without just like, features and functionality, it's gonna actually help 335 00:23:09.340 --> 00:23:13.200 you dissect and understand. Okay, well, maybe in this case, back competitors 336 00:23:13.200 --> 00:23:16.370 actually might be a fit for you, more so than us. But if you're looking to 337 00:23:16.370 --> 00:23:20.070 dio all of this stuff and you know, this is more important, Sarah's might 338 00:23:20.080 --> 00:23:23.140 be a fit and just being open toe, having that honest conversation instead 339 00:23:23.140 --> 00:23:26.750 of just going straight thio. Well, they said that we say this and just being a 340 00:23:26.750 --> 00:23:31.210 little bit more chippy about it. Yeah, it's really good. The this idea that I 341 00:23:31.210 --> 00:23:34.900 think is in correct me if I'm wrong, I have not been in your seat or in the 342 00:23:34.900 --> 00:23:38.460 seat of the person I'm talking about here, but I would imagine that AIM or 343 00:23:38.460 --> 00:23:43.640 junior sales rep would take the They do this, Do you do that and feel like I 344 00:23:43.640 --> 00:23:47.570 have to be able to do that or promise that we can do that when in fact you 345 00:23:47.570 --> 00:23:52.160 asked the or you offer them or important response, which is why is 346 00:23:52.160 --> 00:23:55.720 that important to you? But you say that's more of ah kind of a junior 347 00:23:55.720 --> 00:24:00.350 thing to just feel like Oh my gosh, I have to be able to match straight up. 348 00:24:00.840 --> 00:24:04.890 Yeah, exactly. You know, whether it's, ah, competitors that's coming up or 349 00:24:04.890 --> 00:24:09.450 just an objection of literally anything. I think junior more junior reps 350 00:24:09.450 --> 00:24:12.570 especially have the tendency to just be like now I need to blurt out all the 351 00:24:12.570 --> 00:24:16.050 information that I know and over cell and like, it's quickly to something 352 00:24:16.050 --> 00:24:19.850 else. But it's just taking a step back and understanding. Okay, why are they 353 00:24:19.850 --> 00:24:23.170 asking the question? Why is this important? And then figuring out from 354 00:24:23.170 --> 00:24:26.620 there, you know where to take the conversation? Because sometimes we 355 00:24:26.620 --> 00:24:30.860 don't even know why a prospects asking the question like someone says, Hey, do 356 00:24:30.860 --> 00:24:36.400 you integrate with X Y Z? And you're like, Oh my gosh, no, we don't. But X y 357 00:24:36.400 --> 00:24:39.270 z they could have been asking because they're like, Oh, good, because if you 358 00:24:39.270 --> 00:24:42.730 do integrate with that, then we couldn't use your software. So you just 359 00:24:42.730 --> 00:24:45.250 never know why they're asking the question, right? You gotta ask those 360 00:24:45.250 --> 00:24:48.650 clarifying questions before you can. Could be an advocate, Really help them 361 00:24:48.650 --> 00:24:52.250 understand whether or not your tools of it, which really goes back to your 362 00:24:52.250 --> 00:24:56.560 underlying principle of understanding the person, understanding their 363 00:24:56.560 --> 00:24:59.820 motivation and what's really in it. for them so you can get them to a good 364 00:24:59.820 --> 00:25:04.230 outcome around these themes. Do you measure it in any way? Is that even 365 00:25:04.230 --> 00:25:09.640 measurable It all like the quality of this, the nature of the experience, 366 00:25:09.640 --> 00:25:12.440 your sales folks air creating. Obviously you're probably getting a ton 367 00:25:12.440 --> 00:25:15.830 of anecdotal evidence. But do you worry about that at all? Do you even think 368 00:25:15.830 --> 00:25:20.180 about it at all, or is it just a I'm gonna hire? Well, I'm going to train 369 00:25:20.180 --> 00:25:25.940 well and hope for the best. Yeah, we definitely higher for people that we 370 00:25:25.950 --> 00:25:31.270 feel are a good fit for our very relationship based. So So that is 371 00:25:31.270 --> 00:25:33.470 number one. And obviously we're training for it is well, we have a 372 00:25:33.480 --> 00:25:38.240 process that we want people to follow, which transfer this, you know, actual 373 00:25:38.250 --> 00:25:41.460 conversation and understanding pain points and being able to speak to them 374 00:25:41.540 --> 00:25:45.190 the way that we track it. There's a couple different ways. I mean, I will 375 00:25:45.190 --> 00:25:49.320 listen to at least one call for each of my rex, just anecdotally check in and 376 00:25:49.320 --> 00:25:54.440 see if everything's going well. But we also use Ghana's ah software to record 377 00:25:54.440 --> 00:25:58.160 all of our sales calls, and they have some really easy metrics to track that 378 00:25:58.160 --> 00:26:02.050 can basically tell you if your reps presenting or having a very 379 00:26:02.240 --> 00:26:06.030 conversational back and forth sales call. So we'll track those metrics on a 380 00:26:06.030 --> 00:26:10.280 regular basis as a whole and also wanna per bed basis just so we can make sure 381 00:26:10.280 --> 00:26:14.500 that it's going the way that we intended Really good. Just a really 382 00:26:14.510 --> 00:26:18.890 practical question here in the hiring process. What, Or maybe a couple 383 00:26:18.890 --> 00:26:22.410 questions or what are a couple things you're looking for? To know that I have 384 00:26:22.410 --> 00:26:27.330 someone who is has some of these kind of software characteristics that I know 385 00:26:27.330 --> 00:26:33.060 I want present in my reps. Yeah, I think it's there are, for sure, some 386 00:26:33.060 --> 00:26:36.560 questions that you can ask. But I do think it's just the way that a rep 387 00:26:36.540 --> 00:26:41.080 handles an interview in general can give you a really good idea if they're 388 00:26:41.080 --> 00:26:44.770 in control of the process and making it conversational. You can feel confident 389 00:26:44.770 --> 00:26:47.650 that their that same exact way on a sales call because at the end of the 390 00:26:47.650 --> 00:26:50.880 day, an interview really is like, you know, a sales pitch of yourself, right? 391 00:26:50.890 --> 00:26:56.330 So it is sort of just that that feeling and also just we call it the airport 392 00:26:56.330 --> 00:26:59.510 test. So at the end of the day, if you're, you know, will this rep, if it 393 00:26:59.510 --> 00:27:02.910 will, they not Will they be successful? Just asking yourself what I want to be 394 00:27:02.910 --> 00:27:06.870 stuck in an airport with this person for hours because if you don't feel 395 00:27:06.870 --> 00:27:10.010 like you could have conversation and they're not curious about what's going 396 00:27:10.010 --> 00:27:13.400 on in your life and wanting to really get to know you, they're not gonna be 397 00:27:13.400 --> 00:27:16.050 like that with prospects on the phone either, which is really what we need. 398 00:27:16.050 --> 00:27:19.500 So that's those are the two things that I would I would say on that. And then 399 00:27:19.500 --> 00:27:24.990 we also have We do a pitch test as part of ourselves process now, and we let 400 00:27:24.990 --> 00:27:28.930 them pitch anything that they've sold in the past. So that way they're not 401 00:27:28.940 --> 00:27:32.440 selling us arrows. They obviously haven't sold it before, So I can we you 402 00:27:32.440 --> 00:27:35.650 know, how can we expect them to really be able to do that? But that way it 403 00:27:35.650 --> 00:27:38.850 allows us to just get a feel for what they're like on the phone. Are they 404 00:27:38.850 --> 00:27:41.890 making things conversational? Is that natural to them, or are they someone 405 00:27:41.890 --> 00:27:45.410 who's just more of Ah, okay, I'm gonna get what I want out of this. All I care 406 00:27:45.410 --> 00:27:48.410 about it scheduling the next step. I don't care what they say to me or who's 407 00:27:48.410 --> 00:27:51.230 on the call. I'm just gonna get to that. It gives you a good sense for that as 408 00:27:51.230 --> 00:27:56.690 well. Yeah, that falls into that pushy and sales e category of How fast can I 409 00:27:56.690 --> 00:28:00.920 get you to my desired outcome? You really have to keep in mind that when 410 00:28:00.920 --> 00:28:04.140 you get on a call, of course you have an agenda. But you have to keep in mind 411 00:28:04.150 --> 00:28:07.880 your prospect has an agenda as well. So you want to understand what that is and 412 00:28:07.880 --> 00:28:10.700 make sure that they get the information that they need off the back of the end 413 00:28:10.700 --> 00:28:16.020 of the call as well. Yeah, I love the airport test. I've lived the airport 414 00:28:16.020 --> 00:28:19.710 test. Unfortunately for me, I work with a lot of people I really like and enjoy 415 00:28:19.710 --> 00:28:23.690 spending time with. But I can imagine that that just the thought exercise 416 00:28:23.690 --> 00:28:27.270 alone is gonna be really practical. And I do look forward to a time when we can 417 00:28:27.270 --> 00:28:32.110 all get back on airplanes with our team members. Yeah, absolutely. I hope that 418 00:28:32.110 --> 00:28:36.920 happens. I've got a couple questions for you and they're not controversial, 419 00:28:36.920 --> 00:28:40.520 so don't take them that way. Some people have taken them that way before. 420 00:28:40.520 --> 00:28:44.810 But I like to ask these just because the show is all about the conversations 421 00:28:44.810 --> 00:28:49.370 and relationships not just within our teams, but across our teams. And so, 422 00:28:49.540 --> 00:28:54.740 you know, addresses however you choose. What do you wish? More marketers knew 423 00:28:54.740 --> 00:29:00.470 or understood about sales people in the sales process. I wish that they knew 424 00:29:00.840 --> 00:29:07.070 just how much goes into a sale, right? It's really easy for them to pass the 425 00:29:07.070 --> 00:29:12.080 lead and say they wasted that, but they don't know. You know, the conversations 426 00:29:12.080 --> 00:29:15.760 that we've had or you know how difficult it is to get to a decision 427 00:29:15.760 --> 00:29:18.370 maker once we have that initial conversation that they passed over to 428 00:29:18.370 --> 00:29:22.890 us. So I wish it was just a little bit more empathy for the struggles that we 429 00:29:22.890 --> 00:29:27.660 have to go through in order to make that cell and how draining it can be. 430 00:29:27.660 --> 00:29:31.740 Toe have to manage all of those relationships throughout a process to 431 00:29:31.740 --> 00:29:36.020 make it successful. How easy it is for the little ist thing to slip through 432 00:29:36.020 --> 00:29:39.920 the cracks or little conversation to go slightly wrong could impact the whole 433 00:29:39.920 --> 00:29:43.100 sale cycle. So I guess just being a little bit more empathetic, I think, 434 00:29:43.100 --> 00:29:48.230 would be nice. Absolutely. So I ask and let's do the same thing. But what do 435 00:29:48.230 --> 00:29:52.320 you wish more customers success People knew or understood CSM or account 436 00:29:52.320 --> 00:29:55.950 managers. You know, the people that are going to carry this sail into the 437 00:29:55.950 --> 00:30:00.090 future, hopefully for a long lasting relationship with your company. What do 438 00:30:00.090 --> 00:30:03.340 you wish? More? CS people knew or understood about sales people or the 439 00:30:03.340 --> 00:30:07.840 sales process? I think it's sort of the same thing, right, because the empathy 440 00:30:07.840 --> 00:30:12.190 component of it, because at the end of the day, our target is net new revenue. 441 00:30:12.190 --> 00:30:16.280 So Thio To do that, we do have to take some risk and leap of faith to 442 00:30:16.280 --> 00:30:20.110 understand. Okay, I could get this deal done, but I know I ultimately don't 443 00:30:20.110 --> 00:30:23.340 have the champion involved to. We need to renew this, but they had some extra 444 00:30:23.340 --> 00:30:28.870 budget that it's okay for us. Thio, you know, make those deals and and put 445 00:30:28.870 --> 00:30:31.730 those to the system as long as We're honest with them on the CSM side of 446 00:30:31.740 --> 00:30:35.780 okay, It wasn't a perfect sales process. We definitely miss X y z. You're gonna 447 00:30:35.780 --> 00:30:39.030 need to talk to so and so. But here you go. I think if they could just be a 448 00:30:39.030 --> 00:30:42.660 little bit more empathetic as well to the sales team and how difficult that 449 00:30:42.660 --> 00:30:45.840 would be, I think that that would just make the handover process a little bit 450 00:30:45.850 --> 00:30:52.450 better for everyone. Um, I don't know. Empathy. I guess it's good. E e. I mean, 451 00:30:52.450 --> 00:30:55.790 you're you're really calling for just stronger relationships, more 452 00:30:55.790 --> 00:30:59.950 conversation. More understanding probably is you're talking about in the 453 00:30:59.950 --> 00:31:05.750 sales and prospects situation or sales and future customer situation more why, 454 00:31:05.760 --> 00:31:09.450 you know, just a little bit more. Why going both ways to get to that to that 455 00:31:09.450 --> 00:31:13.550 shared understanding for folks who have enjoyed this conversation so far. I've 456 00:31:13.550 --> 00:31:17.760 got a couple more that you will also love on the customer experience podcast. 457 00:31:17.840 --> 00:31:22.100 But you could access all these at bom bom com slash podcast. I'm thinking of 458 00:31:22.100 --> 00:31:26.260 a couple in particular, though. Episode 58 with Ruthie Shoulder, who is co 459 00:31:26.260 --> 00:31:31.740 founder and CEO of the participation agency there in experiential marketing 460 00:31:31.750 --> 00:31:37.340 agency that produces physical, tangible events to tie to your digital 461 00:31:37.340 --> 00:31:40.740 experiences. We call that one, uniting customers and brands through 462 00:31:40.740 --> 00:31:46.730 experiential marketing. That's Episode 58 on Episode 71 with Ed Brault CMO at 463 00:31:46.730 --> 00:31:51.970 a primo. Differentiating your brand by humanizing the experience and that 464 00:31:51.970 --> 00:31:56.060 nugget that you offered, uh, just a few minutes ago, Tory about, ah customer 465 00:31:56.060 --> 00:32:02.940 choosing Saroso not just for the merits and the value and the benefits of the 466 00:32:02.940 --> 00:32:07.640 platform, but also for the way that your rep made that other person feel. 467 00:32:07.640 --> 00:32:11.520 That is how you differentiate your brand by humanizing the experience. And 468 00:32:11.520 --> 00:32:16.120 again, we have a full conversation on that on Episode 71. So, Tory, this has 469 00:32:16.120 --> 00:32:20.460 been great. I really appreciate you sharing openly your time, your thoughts 470 00:32:20.540 --> 00:32:24.660 and your insights on building out your team there. Before I let you go, I'd 471 00:32:24.660 --> 00:32:28.800 love for you to thank or mention a person who's had a positive impact on 472 00:32:28.800 --> 00:32:32.640 your life for your career and to give a shout out to a company that you really 473 00:32:32.640 --> 00:32:38.180 respect for the way they deliver for you as a customer. Yeah, absolutely so 474 00:32:38.190 --> 00:32:44.600 person in my life I would say it's the CEO of Sparrows, Simon Berg. I have say 475 00:32:44.600 --> 00:32:47.770 that Sarah's for as long as I have and would stick around for a long as 476 00:32:47.770 --> 00:32:51.810 they'll have me because of him. He's such an inspiring leader and really 477 00:32:51.810 --> 00:32:55.710 challenges you to push your boundaries and your limits and try new things. 478 00:32:55.720 --> 00:32:59.050 Which I think is why Sarah's has been so successful to date. But on a 479 00:32:59.050 --> 00:33:03.850 personal level has pushed me to really grow and he's all about you know, if I 480 00:33:03.850 --> 00:33:07.040 can help you do something that benefits Sarah's because you're better at it, 481 00:33:07.040 --> 00:33:11.120 that's great. But if I could help you and help you grow, that lets you beyond 482 00:33:11.120 --> 00:33:14.510 your career at Sarah's, that's even better, which I just love and admire 483 00:33:14.510 --> 00:33:19.430 about him so much in terms of customer experience and, you know, different 484 00:33:19.430 --> 00:33:22.590 things that I've worked with. I'd like to give a shout out to one of our sales 485 00:33:22.590 --> 00:33:27.130 enablement platforms guru. Their customers Success team is unparalleled, 486 00:33:27.140 --> 00:33:31.630 unmatched. I look forward to our check in every other week because they're 487 00:33:31.630 --> 00:33:36.660 just so fun on everything that they do is so actionable. They're very quick 488 00:33:36.660 --> 00:33:39.860 with follow ups and they really help us get the most out of the software, but 489 00:33:39.860 --> 00:33:43.830 they're just genuinely, really great human beings as well. So shout out to 490 00:33:43.830 --> 00:33:48.700 that whole CST awesome. I really like both of those, and it really speaks to 491 00:33:48.700 --> 00:33:52.850 the importance of leadership. And I'm sure that what you have learned from 492 00:33:52.850 --> 00:33:57.200 your CEO is something you aspire Thio give to other folks on your team so 493 00:33:57.200 --> 00:34:01.100 that one day a few years from now they might say the same thing about you. I 494 00:34:01.100 --> 00:34:05.490 hope so. If someone wants to follow up on this conversation, I assume if 495 00:34:05.490 --> 00:34:08.100 they're listening at this point that they enjoyed it, they might want to 496 00:34:08.100 --> 00:34:11.050 connect with. You will learn more about Sarah. Swear a couple places you would 497 00:34:11.050 --> 00:34:15.510 send people you feel free to connect with me on LinkedIn. It's just Tory 498 00:34:15.510 --> 00:34:20.300 Belkin. You confined me or my email address is Tory dot belkin at Sarah's 499 00:34:20.300 --> 00:34:25.310 dot com. Awesome. I will link up your LinkedIn profile, the home page of your 500 00:34:25.310 --> 00:34:32.989 website and, of course, guru and Mawr at bom bom dot com slash podcast. Thank 501 00:34:32.989 --> 00:34:36.380 you everyone for listening again. You can always check these out at bom bom 502 00:34:36.380 --> 00:34:40.449 dot com slash podcast. Of course, you could subscribe wherever leave a rating 503 00:34:40.449 --> 00:34:44.540 or review. That's always really helpful. And Tory, thank you again so much for 504 00:34:44.540 --> 00:34:49.520 your time. Awesome. Thank you for having me. This is a lot of fun, Theo. 505 00:34:49.530 --> 00:34:53.949 Customer experience is comprised of every single touch point along the 506 00:34:53.949 --> 00:34:59.080 customer journey, including the buying journey. That's why we're talking with 507 00:34:59.090 --> 00:35:03.900 marketing leaders, sales leaders and customer success leaders about how to 508 00:35:03.900 --> 00:35:09.010 beam or intentional, more aligned and more holistic about creating that 509 00:35:09.020 --> 00:35:13.470 customer experience. Hear more of them by listening to the C X Siri's here on 510 00:35:13.470 --> 00:35:19.040 B two b growth or by checking out the customer experience podcast. Search the 511 00:35:19.040 --> 00:35:24.020 customer experience podcast in Apple podcast Spotify or wherever you prefer 512 00:35:24.020 --> 00:35:31.480 to listen or visit. Bom bom dot com slash podcast b o m b b o m b dot com 513 00:35:31.440 --> 00:35:36.310 slash podcast. My name is Ethan Butte, and I appreciate you listening to be to 514 00:35:36.310 --> 00:35:37.980 be growth Getting 515 00:35:39.240 --> 00:35:43.460 It's Sweet Fish were on a mission to create the most helpful content on the 516 00:35:43.460 --> 00:35:48.030 Internet for every job, function and industry on the planet. For the B two B 517 00:35:48.030 --> 00:35:52.070 marketing industry, this show is how we're executing on that mission. If you 518 00:35:52.070 --> 00:35:55.560 know, a marketing leader. That would be an awesome guest for this podcast. 519 00:35:55.740 --> 00:35:59.120 Shoot me a text message. Don't call me because I don't answer unknown numbers, 520 00:35:59.130 --> 00:36:05.870 but text me at 4074903328 Just shoot me. Their name may be a link to their 521 00:36:05.870 --> 00:36:09.680 linked in profile, and I'd love to check him out to see if we can get them 522 00:36:09.680 --> 00:36:11.270 on the show. Thanks a lot.