The Customer Experience Podcast
The Customer Experience Podcast

Episode · 2 years ago

40. The Biggest Transformation in Prospecting in 30 Years w/ Dan Tyre

ABOUT THIS EPISODE

Human, helpful, and relevant. These are 3 attributes we need to create within our organizations to deliver great experiences for our customers.

Dan Tyre, co-author of The Inbound Organization and HubSpot executive, came on this episode to share his insights from 35 years of experience in the business world—including why using video in your prospecting is approaching “must-have” status.

What we talked about:

  • Why you should never, ever, ever check your bags at an airport
  • Why customer experience is the only differentiator in an age of ubiquitous technology
  • The sky-high expectations of today’s customers
  • The importance of giving your team autonomy
  • Why video is revolutionizing prospecting
  • Why self-service equates to excellent service for the modern buyer

Resources we talked about:

 

 

You like video, love it.Guess what? So to your customer. Right. Still, only twenty ofthe research up spot that only twenty, five, twenty six percent of companiesusing video in their outrage. It's the biggest, like transferation and prospecting,in the last thirty years. The single most important thing you can do todayis to create and deliver a better experience for your customers. Learn how sales, marketing and customer success experts create internal alignment, achieved desired outcomes and exceedcustomer expectations in a personal and human way. This is the customer experience podcast.Here's your host, Ethan butte human, helpful and relevant. If you wantyour organization and your team and yourself to be more human, helpful andrelevant, you're in the right place. Those are three things we need withinour organizations to create the experiences that we need to deliver for our customers.Today's guests on the customer experience podcast is spent more than a dozen years athub spot recruiting, training, growing the sales team, among many, manyother responsibilities. I don't think we'll have enough time to get to all thoseresponsibilities. He travels rights and speaks constantly. He's the CO author of one ofthe best books I've read in the past year, the inbound organization.His goal is to do the most good for the universe. Dan Ty,you're welcome to the customers podcast. Nathan, I should take you on the road. Man, that was awesome. Oh my goodness, I'm not thatgood right. I like but it sounded great when you said it, andsuper excited to be here for the next thirty minutes or so. Yeah,we were able to pre meet. I don't always do that with all myguests, but I knew that the energy you brought and, of course,your depth of experience within hub spot just a really fantastic company that I thinka lot of people are trying to model in various sort in multiple ways.That's good, because that's exactly what we're going for. Hu Weird Company numberone, an innovator in two thousand seven number two, and defined industry leadernumber three. It's not just about software, right. It's about like helping peoplegrow better, and that's our partners, that's our customers, that's individuals,that's employees. And I have I to tell you this, but athirty five year business career, almost forty years. Look at all that grayhair and like it. The first thirty years of it we did things acertain way right, and in two thousand and seven everything changed. My firststartup point to a billion and a half dollars. By second one, Istarted in my dining room, CEO and founder with a twenty five million dollars, eight locations across the United States. My third one went bankrupt, whichtaught me business planning and humility. My fourth one got bought out by Microsoftand hub spot. When Brian Holley in the CEO, called me in twothousand and seven, he's like, tire, I want you to join this newcompany, hub spot. I'm like, what's it doing? Says it's likehelping companies generally leads and customer person. He explain me the concept and I'mlike, wait, are you get on the first page of Google withoutpay and Google? And he's like yeah, if you like blog and help peopleand trick out your website. I'm like there's not a CEO in Americawon't buy that. It's like wow, that's what we're hoping. Then liketwelve years later, seventyzero paying customers trade on the York Stock and change.Three thousand great employees, up spots all the heart thirty two countries worldwide andof course, now hops about lanes in with free products and the in battleorganization. The book is all about what I learned in the last twelve yearsto help organization. Wow, look at that. Yeah, that's my gotit at hand. I gotta tell you Brian's introduction to the book is essentiallya three or four page manifesto that I think anyone who has been listening tothis podcast and enjoys that you absolutely have to read a of course I recommendthe book, but just that that introduction alone from from one of the Cofounders in the CEO just really casts a lot of light onto the situation wherein today and why customer experience matter.

So before I go to my standardopen with you, Dan, I want to ask you just for fun.You have a special rule in your family and that is no checked bags.Carry on. Only I'm going to go out on a limb and say there'ssomething we can all learn about our lives and businesses based on the tire familyrule of no check back. It's a law. There's law. Okay,I'delines all right. If you're in my family, you can't check baggage.If you check baggage, you're at I don't care if you're my daughter.Right when she goes to college, she has to check, like she hasto pack in her backpack. We go to Africa for four weeks, mywife has to do it a Duffel bag. That's just the way it works.Ethan. Have you been into a baggage claim in the last like fiveyears? I avoided at all costs, but I have. Okay, allright. Is there any innovation in baggage claim and since you been nine?No, and in fact, just the thing that lets you know that thebags are coming is like a baby. Yeah, it sounds like everyone shouldleave the facility. It's not good news. Your bags are here, of course. Is there a bar there? Is there a way to relax?As their soft music? Now it's stark. It's depressing. You're standing there wastingtime. People are on their phone, thank God. Right. And thentwenty five minutes later the plane. You can see the plane from likehow the baggage claim twenty minutes later be then nothing happens for five minutes.Then the first like back pack comes out and it's like dripping black ooze.Or something man and then you're standing around and then everybody races in that,everybody pulls back and then, if you like, fortunate people, thank Godthey could say their prayers, they grab their stuff, they run out ofthere because, like, there's no fresh air down there. There's so manygreat innovations that you can apply to baggage claim, none of which has happenedin my life. That, which is a business opportunity for perhaps wanty gowas I love it. I'm so glad I asked. So basically, I'mjust going to wrap that. We experience. We're customers. Were customers all thetime. We're customers even in situations where we don't think of ourselves ascustomers. As we go into our businesses. I think we think about what we'redoing differently than we do as customers very often, and so when youfind yourself in a situation seeing this could be better, that is a customerexperience, conversation to be had and there's so many ways to improve that.That's awesome. Yes, exactly. Here's the thing. We live in thegreatest era of human existence right our standard of living is higher. There's allkinds of noise and issues and negativity rolling around. But, let's face it, then, born in the twenty one century, they in a business person. The twenty one century is awesome. In certain instances it's much, mucheasier because we're all connected. There is like seamless ways to communicate and it'struly a global economy. In some ways it's harder, right, because inthat era, right, it's harder to differentiate in scale. Right, andone of the things that's happened with the growth of like software development of softwareas a service, is that you have a product parody right. In theold days, like you would choose even a product because it had one ormultiple features that the other products didn't have and if you were competitive that product, you you know like yeah, we don't have that feature and somebody wouldgo by like the other product. Today everybody has the same product. IfI don't have at a feature in spot, it's coming within six months if there'sa demand for that and the expectation for and user is number one,the product works, it downloads, it works, it does what you sayat this. Number two, if you don't have that feature and I needit, you better have it within the next six months. And guess whatin most cases you have it. So in age of product parody, right, customer experience is the only thing that influences the process. So Brian Hallighan, who's the CEO of up spot, and I've known Brian for fifteen years. In my four start up, Brian was the vice president of sales andhe is a he's a better CEO that. He was a vice person sales andhe was dam good there. Right,...

...he was a thought leader. Hethought about all this kind of stuff. He's like, the way people arebuying as change, customer experience is super important. Way How spot thefinds customer experience. It's the sum of every interaction a customer has with YourBusiness. So it's both pre and post sale. It's the part of thestrategy. Is An actual plan to deliver a positive, positive meaningful experience acrossthose interactions, which definitely doesn't happen in baggage, right. Right, we'reto tie that back. Yeah, so I'm good. I was. Youknow, I always ask everyone to defind customer experience, which you just didthere, because you know, I think there's a we're talking before we hitrecord that you know, there's a lot more talk about it now than itwas even twenty four months ago, but I don't know that everyone is talkingabout the same thing. When we talked about customer experience and sale, I'mwith you like that's that's my running death finition, having had this conversation withalmost fifty people now on the show. is every single touch point. It'sthe responsibility of everyone within the organization. It's physical, it's human, it'sdigital, all these different ways that we interact with companies and brands comprised thecustomer experience. You've also addressed already why it's the last great differentiator, whichI think is a super important idea. So I want you just as apoint. There's a great blog article on hug spot blog called how to definea customer experience C X Strategy by my friend Carly step and a lot ofthe things that I say are because of the marketing and research brands at hubspot. There's this lady mem and who runs up spot research. Amazing,right, everybody has an opinion. One of the things that makes our presentationsimpactful as we look for the data and the facts right, and that's oneof the things that's changed with the inbound revolution and the customer strategy, thecustomer experience. It's competitive insights, it's consumer research, it's marketplace data,it's mission and vision, which is what the indout organization is about, andthen it's every single interaction, because the thing about two thousand nineteen customer interaction, if it's positive, right, then you have these great customers that canhelp you get more customers week. The hup spot calls that the flywheel.That is awesome. If you don't have a great customer experience, what happens? Even the best thing that can happen is I don't talk about you.Yeah, that's not what happens, right, the worst and the worst thing thatcan happen is that you talk about me in all of the wrong ways. Okay, what typically happens is in the old days, two thousand andfourteen, the average company had about seven competitors, right. So if somebodywasn't really doing the job, it's like that's kind of paining me, butI don't want to get a new vendor. I'll stick with in two thousand andeighteen, the last time we have specific statistics, the average company hasforty four competitors, right, so sixty five percent of DB customers will ghostyou. You know that term? Yeah, absolutely, okay, it's not fromtender, that's not where you got it. But people will ghost you, right, they'll just like not show up. You got a good customer. You think they're a good customer. The guy says, yeah, he'sbuying from me all the time. He'll gost. You'll go to one ofthe other forty three competitors, right, and you're like what happened? Like, Oh man, I called in to get my bill resolved and you guysdidn't call me back that day. And you're like, excuse me? Right, the level of expectations for customers is amazing. Right, I travel allover the world at OK, I call me on Tuesday morning. I calledhim back Tuesday after. He Goes Dan. I called you this morning. I'mlike it, I'm in Buddha pest. It's like, I don't care.I called you this morning. Come on, don't you have a chat? Bottom can answer my question. And it really drove home. This istwo thousand and nineteen. And guess what? He's right. Right, he hasall of these different options. Right, real good customer experience is a tuneto a very specific customer. I always say the riches are in theniches. Have you ever heard that one anything? I have, mostly becauseit rhymes. I remembered it. I...

...don't million people have said that.I didn't invent that, but I say it all the time because in theold days you could be a generalist. Right, you can help all thesepeople and it's one of the toughest things entrepreneurs have to do. But acustomer experience starts with defining a swim lane that you can dominate. Right,and you can be like a podcaster for scaling businesses or you could be apodcaster for Arizona companies that are between three and ten million dollars, that haveat least thirty employees, that are trying to double in revenue over the nexttwenty four months. And just by definition, most people fit in that swim lane. Will gravitate to the specifics. When you have a stomach eight,you want a general practitioner, you want a gastrow in chronologist, right,and that's just the way people are like position today. If you pick thatswim lane, if you dominated get forty to sixty percent market share, thenit's much easier to move to another swim lane. That's one of the keylessons that we try to teach people in the invaut organization and to maximize thatpositive customer experience. Love it. Focus, specialization, knowing, knowing who thecustomers is so critical. Like as you read the inbound organization, youknow there are these references to relationships and personalization and the customer and being veryclear about who that person is makes all of the rest of the work notjust easier to do because there's more focus, it also makes all of it alot more impactful. So I'm going to do something fun here. I'mjust going to read you lines from the book that really jumped out at meand you just give me. We can do this lightning round if you want, or you go coming full on monolog exactly that. I let's have afight. Here we go. Ready, ready, number one, no oneat hub spot is successful if our customers are not successful. Okay, sothis is a famous quote that everybody thought my friend, my friend Frank Osier, who nine years ago came from a strategy position at the novel came tohub spot, started in customer support and now is our CEO. He getspromoted like every six months. A guy is super smart and I love.Frank. I used to share a desk with them in the early days andI asked Frank, okay, which is more important, your employees or yourcustomers? And he's like all right, Damn, do you love your motheror your wife? And I'm like, okay, I'm still in that line, he said. But number two, your employees have to comfort and becauseif you don't have happy employees, you're not going to have happy because right. And you have to solve for the customer. That's a foundation of aninmount of organization. Right. But culture is everything either. Are you familiarwith the hub spot culture code? I am. I do not have itat hand, but I am familiar with it and it it reminds me alittle bit of our own core values at bombomb in that when you read it, my feeling is okay, if you were, if you were a decenthuman being, there are zero objections and a lot of positive lights turning onas you move through. This is about being a good person and being agood person in service of other people. All right, so in the earlydays on up spot we had an interesting culture but we didn't pay much attentionto it and Halligan went to an off site and he was talking to theCEO. I think of us, I robot, a publicly traded company inBoston, and that guys. He asked And the guy goes, I spendall my time uplifting the corporate culture and Alligan's like culture. What? Thatwas a culture. So we went back and said, Darmesh and you researchculture, farmsh just like I don't know anything about culture. And a typicalDar Mesh fashion, he then produced a hundred twenty eight slide shared like deckpowerpoint. Right. So most download slide. You're on history of slide. You'relike four million downloads, and it talks about how important it is tohave a good working environment to do exactly what you just said, in lightof not having a like a policy man which, by the way, isthe dopiest thing ever. Right, hub spot doesn't have a policy manual becauseno one ever reads it. Then it's like, how can you give likesmart people listening of this is what you...

...need to do. We have onelike quasi policy. Do you guess what it is? Be of service.That's awesome. Your close use good judgment. Use Good judgment I'm like, ohmy goodness, that's awesome. So it's easy to remember. Everybody likeknows that and we lean into our culture. This woman, Katie Burke, isour chief people officer, right, chief her. She's the voice ofthe employee and she is awesome. Right. She has all these programs. Shemake sure that we have diversity, inclusion and belonging. We got adirector of diversity. How they roblaise is unbelievable and he brings this ability tocome in and for the entire employee group, the number one understand what we're tryingto do, number two, how they fit into the organization and,number three, what they need to do to help us succeed. We callthat the M spot, which is spot vernacular for your mission. Right,most most people, I'm going to say most millennials, but also most peopleright, want to work for a mission driven company. Is that your experience? Yes, absolutely, and really what it is is calling for a greatersense of purpose, like a reason beyond revenue, a purpose beyond profit,like what is the actually doing here that I can personally attach me? Iwant to be part of something bigger, and money isn't always often isn't it. You just know that that is a mission. So, but everybody needsto know their mission. And then, in keeping with the Swim Layin,right, you have to say this is how I'm going to apply that mission. So you're like strategy, is who you're going to focus that mission on, and then that's the s in m spot, and then the P isplaced right. These are the programs or place three to five that you're goingto target. That is going to help you accomplish your mission. And thenthe tea is the target. Right. The plays or this is what we'regoing to do. The tea is how much we're going to grow, howmuch retention is going to improve, what the new product is. That's howyou measured. The ow's the most fun of any like category, and Mspight is the omissions. Right, and and I'm spot. We say,okay, we've evaluate all these things. These are the things that were notgoing to do this year. And why are O's? Are Omission so important? Focus, boom, all right, your Dan Tire. I love itwith an orange shirt. Thank you very much for wearing that. It's allabout right, that focus right and and a scaling company, in any company, there's all these things going around. You have to make sure that everybody'son the same page. So about three years ago, Jad Sherman, CEOof hub, spot like the smartest guy have spot the sky's University of Chicago. He's worked for fortune, five hundred companies. He's kind of annoying becausehe's so smart. He is so he's funny. Right, you don't seethe combination of smart and funny a lot in like Sen your manner. Thisguy is great. Any's like it's all about the culture. He published thism spot. Everybody, and I'm spot, sees the M spot six times ayear. Right, we put it on the WIKI and a lot oftimes when I'm doing the like in Baut organization consulting, people like what's aWiki and I'm like well, let's where you post everything so people can seeand they're like no, no, no, we use email for that. I'mlike non, no, you've got the live there and if you havea new employee, what do you do for them? All the emails aboutthis topic. Yeah, I know, that just shows the old onset inthe twenty one century mindset. You want to make all this information transparent.You want to make sure that everybody knows the mission, the strategy to playsthe omissions in the charts. I was just at a journalist company that wewere doing a full day workshop of implementing the inbounded organization and we met withthe CEO before and he had this most beautiful mission right yet on the backof his business card. It was great, and the first thing we asked inthe workshop is, okay, what's the mission of your company? Andno one raised their hand and he was hugely embarrassed. But the reality waswas a wakeup call because he didn't have a very easy way to remind peopleon a regular basis. Right they forget...

...a little bit about the mission andthat is absolutely essential to hiring the best people, to getting them work together, to making sure they're making the right decisions and making sure that he's awesome. So just a couple things for those of you who felt like that wasa lot of information, because it was. It's so fun. There is alot. There are a lot of great things there that you can pickup if you read the book. One of them is the kinnet experience producesemployee experience, produces customer experience. The other the you talk extensively in thebook about Internal Wikis and getting one, getting everyone on the same page.And then, ultimately, the purpose there, if I read it correctly, isso that everyone is empowered to operate with much more autonomy, which isa not you know, but in alignment, so that we're all moving toward thesame thing and with the right spirit, in the right kind of how,not just the right why? Because autonomy also makes better employees. Okay, so that was the first to hold on. Let me just do somemark of research. Does that makes sense to you? Yes? Why?Because people, I mean autonomy is seriously motivating for smart people who have theright intentions. And the goal of all of this, of the of theM spot in particulars to make sure everyone's going in the right direction, tocreate a stronger pull or push in that direction so that we're all trying toget done as individuals and as small cross functional teams, with the Organization needsaccomplished overall all in the spirit of how we can help our customers. That'sgreat your that is all right at that is a great answer. There's oneother reason. The pace in which business moves today right is exceptional, andif you don't empower your employees to make snap decisions very, very quickly.Right, you'll lose the customers to the other forty three competitors. Jd.In the book he says when I was at Ivm, excuse me, whenI was at a large multinational corporation. Right, I was at top dog. It took ninety days for any like thing there bubble up to me bythat time, like it's like irrelevant, and the only thing I could sayis now he goes it up spot. Everybody makes the like the front linemakes all decision, right, and it is true. Right, managers,except for the except for the bet the company decisions, though. That's theLYRIST. Okay, all right, that's Laurie Norrington and I just saw LaurieNorrington was named to another board of directors. I'm a huge Laurie Norrington Fan.I we talked on the book about the Norrington Decision Matrix, right,which is brilliant, simple and great. I remember when she drew it onthe board, when we interviewed her for the books, she was like.I'm like, okay, everybody needs to notice and what it says is perfectlytuned to the pace of twenty one century. But so everybody. I say.I ask right, business faster or slower than like ten years ago?It's always faster. About how about in the last eighteen months? There go, it's faster. Moves. It moves because every company is a technology company, right. It used to be that you're like, I'm a nonprofit,I we don't really strong about technology. If that's your response, you're goingout of business. You just don't know it yet. You have to haveautomation, because everybody else does. The bar is so much higher in twothousand and nineteen, moving into two thousand and twenty. Right then, unlessyou automate the simplistic. First of all, overachievers don't want to do the samething all the time. Second of all, you don't have to.Third of all, it's less expensive. It will give you a positive impacton your Stuta cut. And finally, that's what the customers want that needsit. Right back to the customer experience, right. So having the right customers, excuse me, employees, making sure they have the right like focuswith the m spot, making sure there's got a great the right culture iswritten. Okay, so that was question one on the lightning round. I'llthrow a couple more out. No, technology often allows us to substitute digitalconnections for real human engagement. So for me it's very interesting because I seethis guy, Jack conners. Bill Holiday...

...is a big advertising firm in Boston. He was one of the founders, and he goes technology is not anox to be goured, it's a cow to be milked totally, which Ithought was pretty interesting because I've never seen a guy from Boston talk about milkingcows. But he was hilarious. The guys like seventy years old and hisjob description. He's like I work for poor people. I'm like, ohmy goodness, who are you? And I sat right in the front row. I got his autograph afterwards. He was amazed. The thing about automationis it doesn't replace human being. Right, in fact, that makes human beingsmore important. Right, automation should be a creative to the customer experience. Right. Earlier this morning I sent that a handful of a videos areusing video email. If all the time. Okay, you send me a videoemail. On Sunday, I said I sent about ninety five hundred ofthem. Okay, great, and you like video, love it. Guesswhat? So to your customer right, still only twenty of the research upspot that only twenty five, twenty six percent of companies using video in theiroutreach and it will red volutionize. It's the biggest like transformation and prospecting inthe last thirty years, right, because now it's not then the sales guy, it's day tire with the gray hair, the spot t shirt, calling fromhis orange office, right, asking a personal and human question. Nowyou're not like thinking, Oh, who is this guy? You're saying,wow, that guy's old, he's got gray hair. You know me alittle bit, right, and when we connect I'm going to ask you aboutyour Muhammad Ali poster. That's like a thirty minute story, but I'm happyby when I know mordern things like it gives us these these other things totalk about that we can actually connect and relate on. This is probably thesecond biggest stick away. Number one is you should get the in bout organizationbook. Number two, you should listen to Ethan's podcast. Number three,you should lean into your customer experience. But number four, if you're notusing video in like every aspect, actually buy your book. What's the nameof your book? Again, rehumanize Your Business. Okay, it is itexplained to people why they should use video? Two hundred percent. Yeah, likewe start with the what like? We call it relationships through video.My Coauthor Steve Past and Ellie Arcmo and I, we work side by sideevery day for years now. You know what is relationships through videos, whatwe call it to separate it from this marketing deal of light scripts, editing, production, all these things that people horrible. Might think that horrible.Thank you. In the old days, you like would have three paragraphs.I would send it to you. It was all about me. Right today, if you send me more than two lines in a text, like I'mnot going to read it. Yeah, my buddy Adam Slovak, we're onthe Board of Directors Together of Utah based company. He Goes Dan. Ishort my email based on the size of the email. So the smaller theemail, that higher the top you're going to be in my email. I'mgoing that's brilliant. And guess what everybody's like? Yeah, I'm my bigprediction in two thousand and seventeen was every single like business person America would receivethree video emails a day in October of two thousand and seventeen and unfortunately,America is a little slow in the uptick. So I said it again. Intwo thousand and eighteen, by October everybody would get three video emails aday, and I missed that one to in two thousand and nineteen, Isaid it again because I'm diligent and stubborn. Right, but it's still not happened. Yeah, right, let's it's interesting. So, like our book, Yours is published by Wiley, and you know, when we were inthe early conversations about how we were going to bring the book to market,like should Wiley be the publisher? Our editor said, I feel like thisbook is early. And that was that was less than one year ago today. That was like in in third quarter two thousand and eighteen. I know, but you were eight years ago. Eight years ago, are you kiddingme? You're like a pioneer. And guess what, that's what it takes. But now, just like everything else, the technology has let up. Nowyour technology should be a creative to making you a human being, Ethan. Based on that, three times that...

...we've taught your damn fine human being. Right. You can't like explain that in a tow line email. Right, it really that, it really I think of that like the word classy. If you apply it to yourself, it's probably not true. You needto let someone else say it for you. So you can't write in an emaillike you know. You know. You say, look, I'm areally classy guy, like okay, by definition. Now you are not.It's a great stime. By I'm still in that. Can I say youuse that's absolutely okay, into an email like you know, I'm a greatperson and I am here to help and you can trust me, and it'slike just reading that sense. And mean I go into some research in thein the why portion, like chapters two and three of like we actually don'tassign the text on the screen to a human being, like our brain doesnot do that. It's like it's this abstractions. True, it's denizing toput the Messager. So this idea of like you ascribing qualities to yourself thatare so much more effectively demonstrated than written is just super powerful in any way. That's what's I definitely a hundred percent. By definition, that means that I'mnot going to like it. Write. And then when I say you,when you said they a video email on Sunday night, I like you. I cannot like you. First of all, you're smiling. Second ofall, your deck down there ore in Shure. Third of all, you'retalking about me. Oh, baby right, those are totally yeah, so yousuck me right in that. I was all prepared. It was moreefficient. The bottom line also, is the data right. People who usevideo with sales process write a three hundred percent increase over at texting. ThatI mean, and this statistics have been out for two years. That's whyI thought it would move quicker than, like a hungry man do a freebuffet. I thought people would be run into video po moment. Now there'sstill here's the thing. Some people are self conscious. You got a backgrounda TV so, like you, I was not on I was. Ihad never been on camera prior to joining the company. And in your right. That the human piece to vulnerability. That the new skill, something thatSteve Passanellia, the CO author on the books, as like you know,there was a day when no one sold by telephone and all the sales repscome into the office and they get in for the morning huddle and then theyturn around in their phones on their desks like this is what we sell withnow or this is a new tool in your sales arsenal and they're like,what is this? How do I use it? I'm accustomed to doing it. You know this particular way. I write letters and I go visit peoplein person, like, what's this? Telephone? I can't sell by telephone. And and that's where we are with video. And so it's funny.I honestly thought when I joined the company full time they had maybe two hundred, three hundred customers back in two thousand and eleven and I thought, Gosh, any day now, like a Google is going to roll out or amale chimp is going to add video or something and we'll go, you know, we'll just get eaten alive by this giant, giant machine and we're justthis tiny little, you know, operation. But you know, here we are, almost a decade later, and you know we have forty five thoucustomers, but that there are there are millions. No, I I causeI'm with you on this. There are millions and millions of people coming behindthe people who pioneered this, make this foundation right. This is an importantcomponent of this podcast. Right, we gave you four points before that.But if you're not using video email right, then start right. If you needhelp, D tired, up spotcom right, reach out to Ethan Right, find somebody right, just google video email. But this is the weekto start it right and let's see if we can accelerate the curve of peoplebeing more human by using video, because the statistics are very, very impactfuland you're going to be left behind. The greatest thing about the inbound revolutionis now it's gaining sting. I thought twelve years in, a twelve yearup spot employee, it's just been amazing to see how this rolled out inas the first sales source and for up spot, people would ask me twoquestions. Number One, what is inbound,...

...which I'd explain it's about the same. Today, they go will it work? And I'm like, Idon't know. We got like thirty customers. I think, oh, work,let's give it a shot. Right now we have seventy thousand customers.Now it is very, very impactful. The people who practice in that,who are human, who focus on customer experients, who are data driven,who are in their swim line, those are the people who dominate. Andso now we have irrefutable proof that, if you like, leverage this technologyto be human. Awesome. That was super funny. Just a little bitof shameless self promotion here. Bombamb makes it easy to do these videos fromGmail, from outlook, from sales force, from outreach, our own web AP, from Mobile APPS, etc. The book is at Bombombcom Book andis Dan offered his contact information. You can always email me eat than etcha and at Bombombcom. I'd be happy to address your video questions and needs, just because I feel like I've only gotten the two of these. Ifeel like three is a round a more round number. So before our standardclose here, because I want to respect your time. That's been Super Funand the pace at which I think both of us speak, this might belike one and a half episodes instead of just one, just by the wayit feels anyway. Yeah, Um, I tell you now. I saidmy kids like I can't play your youtube videos at twice speed. I'm likeyes, right, look, right now, you can't exactly how you're given totry. So funny. Um, let's see, Gosh, I havequestions in a variety of categories, content, sales, service. I'll go withthe service one. Is the third and final one in this series.For most modern buyers self service is excellent service. Yeah, because I knowwhat I want and I want it now right. If I have to talkto human being, I'm like, you know how you used to say,Oh, I have to like fly to another city to like clods of dealand then, like you're like now I got to get in the car andgo drive to some place, and then you're like, I gotta get outof Zome, I got to take a shower and I got to shave.Now you're like, I got to talk to somebody. I gotta like itfor many transactions, especially the specific transactions where I know what I want.I don't need any help, I just need access to the information. Boom. Self Service is awesome, right, I love it. It's just alot more efficient, a lot easier. I get the answer more quickly andthen I can move on to the other million things are going on in mylife. So self service is good service, and part of being an invatter organizationis understand what you're going to automate so that people can find what theyneed. Write. A great example of that is what we call a knowledgespace. Right. I'm spot has a free product called the service hub.Right, all of our products, the sales product, that marketing product andservice product, or they all start with free because people like free stuff andit's a great way to help people solve their problems. The service hub haswould call a knowledge space where you can take your most frequently asked questions andyou can put it in a seoed like a repository, so everybody can findand solve their problems more quickly, and we find that's a great way ofgenerating more business right because you're helping people solve problems, which is the foundation, in essence, of an Inbet word, so smart. I do need toask you at the close who was one of the more provocative ideas thatI've read in a printed book in some time, and it's this idea that, as we look to the future, actually right now, okay, rightnow, sellers are trying to customize and personalize the buyers experience. But yousee that flipping where the buyer is going to customize and then, as aconsequence, personalize his or her own experience in the future. Tuck just brieflyabout that dynamic. Yeah, so you see it happening now. First ofall, we live in the future. Even right we are talking just amatter of whether or not you recognize it as such. I used to askfrom the stage any sixty speaking engagements in here on behalf hob spot. Iused to say when is the future? People say two thousand and twenty two, two thousand and twenty three, now, a hundred percent go now, right, so everybody understands we live in the future. Have you ever beenin a self driving car? I have not. Okay, it's time.Come to Tempe Arizona. We have waymot...

...and you get into a van thattwo people sit in the front but they don't touch the stiring. It isamazing. And you know fuld of Maatic, you know the PILPOMATTIC. Okay,hould of medic will you know ever going to ben in a Republican allthe shirts are like folded perfectly? Oh Yeah, you can buy that forseven hundred dollars and it will fold your shirts. You take it out ofthe laundry, put it in your fold of at it right. It's likeseven hundred all it will be a hundred and fifty dollars. So you'll beable to walk in your closet have perfectly folded like shirts like that's the Jetson'skind of thing. And then I carry a suit back. I'm the lastguy in America. I know it sound like your grandfather. I carry asuit back. You remember shot bag. Totally okay, but most people therelike what are you talking about, GRANDPA? I'm like not a suit tags.That's the way we like carried our clothes. Of course we carried iton. They're like, none, I got what you have, the draggingluggage, and they're like yeah, I pull my like suitcase. I'm like, you're soul fashioned. My Buddy Sean Right, he has travel robotics,which is suitcase to follow you around like a dog. You put the APPon your phone and like the you don't even have to pull your suitcase anymore. That is that. I don't know how it gets up an escalator,but that is brigging awesome right. That's just don't leave up the he's gota key. He's got to walk slow enough so that I can keep up. I've never said but the other thing. I'm sitting there, it Sky HarborAirport and Phoenix and I'm like Shit, there's no place to plug in myI phone and I'm have an anxiety because I have got like nine percentleft. You go just plug in like here and I'm like, what doyou mean plug in here? He takes the travelmate robotics. It has forUSB ports and two power supplies. I can plug right in like a freepoll plug into his luggage. I'm like, Oh, I'm using that. Thatone's awesome. So, like the whole idea is that you got tolean into that customer experience. You got to make sure that that's the wayin which people see you and that you're differentiating yourself in ways that make peoplehave awesome Dan. Relationships are number one core value here, and so Ialways like to give you the chance to think or mention something. You've alwayseve already done an amazing job just your ability to recall names and stories aboutindividuals, which I assume that that's something you've cultivated throughout your sales career,because it's just such a winning thing to have at hand. But anyway,thinker, mentioned someone who's had a positive impact on your life or career,and then give a shout out. You've already done this on the show alreadytoo, but give a mention to a company that you think is doing customerexperience really well, all right, so I can I do two shafts?Yes, you may, I'll let me do three. Could I do three? I guess, wishing the envelope. Number One, Todd Hawkinberry, mycoauthor, is the best co author in the history of books. Todd isexactly opposite of me, number one. He's tall, he's smart, he'slogical. We wrote this book, spent hundreds of hours together. We didn'thave one argument. Right. It was amazing. And he and I doconsulting around the and Ounto Organization and it is awesome. Right, I'm allthe big energy and he's like, okay, this is how we deliver results,which is great. The second person is my beautiful wife Amy. Youshould have her on the podcast. She is amazed. We talked about mindfulness, we talked about helping human beings. Right. She's a yoga instructor anda public speaker that talks about awakening joy and she's amazing and she great partof my life. I've been married for thirty years, twenty nine great years. When mediocre one but like I'm sure it was your fault. AH,exactly. And the third is Dar mess shop. I just listen to themarsh in down Kino, right, Dar Mash like starts off. He saysI'm an introvert that. Remember, he's speaking in front of Twentyzero people.If you're in front of Twentyzero people, can you say you're an introvert?I'm a little bit suspect. And it's like thoughtful and it talks about customersearns, it talks about the changes. He's funny and you know he's likedoesn't want to do it, but it's...

...a key note. Is always ahighlight of the awesome. And is there a company that comes to mind youmaybe haven't mentioned yet, the just respect for the way that they have deliveredfor you. Yeah, yeah, and corporate massage. I'm on the Boardof directors and I'm an advised to. The company is started by this mightybarrel, Amelia Wilcox. Amelia is Mama three strong see of end of theWhite House that lectured at Harvard and she started the company in her basement andit's a corporate massage company that employees six hundred mainly women, massage therapist.So like if bombomb wants to bring in somebody with chairs a couple of timesa month. Right. There's a direct correlation to that relixation response of massageand employee retention, employee enjoyment and playing engagement. This lady has grown afour million dollar company right, and worldwide, right, unbelievable. She does herM spout all the time. She creates a culture where she's constantly measuringher employee net promoter score and her customer and her therapist net promoter score andshe just rocks it. I'm the huge Amelia Wilcox and incorporate massage, thankiller. Then you've already done this too, but I'll ask you to do itagain if folks want to learn more about you, more about the book, more about anything that you want to want people to know about. If, if they've think specifically about what we've covered here, someone wants to godeeper, where would you send them? Yeah, you can email me.Dtired up spotcomings. Why? That's Tyre for if for those of you whoare listening and that writing things down is dtyre. Yep, you've got tomy facebook page, which has all my public presentations in my schedule for theyear. You've got a dance tirecom. You can go to inbound organization,which is the website for the book that has the assessment that you're talking abouthas all kinds of templates. It's designed to help companies like that take babysteps to turn it in Bout Organization, and I'm happy to out my missionstay entage. You mentioned doing the most good for the universe. I'm allin right. Super Fun to be the antire Super Fun to be an inboutorganization at two thousand and nineteen, and let's get more people used in videothere either. That's what we got to do. Love it. I lovethat passage and how naturally it came up. I'm with you a hundred percent onthat. And just just a final closing thought. When I engaged withhub spot initially, it was because you were offering tons of free content specificallyabout inbound marketing at a time in my life when I was trying to figureout how to transition careers and like what do I want to do and howdo I do these things and what's the latest stuff? And it's been justbeen so fun to watch hub spot from that times. I imagine it wasearly on, like two thousand a thousand and eight, two thousand and nine. I was reading a lot of yourself and to look at what you allare doing today. Years later. You just continue to find in solve moreproblems for companies, which is solving more problems for customers. You walk thetalk and I appreciate your time so much and continued success. Even you're aBadass. Great to do the session with you. If you want to inviteme back, just book it with Rosie. Great to talk with you, greatto big into customer experience. Right, let's get people using video and I'llsee you awesome. Thank you so much. Well, clear communication,human connection, higher conversion. These are just some of the benefits of addingvideo to the messages you're sending every day. It's easy to do with just alittle guidance, so pick up the official book. Rehumanize Your Business.How personal videos accelerate sales and improve customer experience. Learn more in order todayat Bombombcom Book. That's bomb bombcom book. Thanks for listening to the customer experiencepodcast. Remember, the single most important thing you can do today isto create and deliver a better experience for...

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