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 of the research up spot that only twenty, five, twenty six percent of companies using 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 today is 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 exceed customer 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 want your organization and your team and yourself to be more human, helpful and relevant, you're in the right place. Those are three things we need within our 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 at hub spot recruiting, training, growing the sales team, among many, many other responsibilities. I don't think we'll have enough time to get to all those responsibilities. He travels rights and speaks constantly. He's the CO author of one of the 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 that good right. I like but it sounded great when you said it, and super 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 my guests, 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 think a 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 number one, an innovator in two thousand seven number two, and defined industry leader number three. It's not just about software, right. It's about like helping people grow 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 a thirty five year business career, almost forty years. Look at all that gray hair and like it. The first thirty years of it we did things a certain way right, and in two thousand and seven everything changed. My first startup point to a billion and a half dollars. By second one, I started in my dining room, CEO and founder with a twenty five million dollars, eight locations across the United States. My third one went bankrupt, which taught me business planning and humility. My fourth one got bought out by Microsoft and hub spot. When Brian Holley in the CEO, called me in two thousand and seven, he's like, tire, I want you to join this new company, hub spot. I'm like, what's it doing? Says it's like helping companies generally leads and customer person. He explain me the concept and I'm like, wait, are you get on the first page of Google without pay and Google? And he's like yeah, if you like blog and help people and trick out your website. I'm like there's not a CEO in America won't buy that. It's like wow, that's what we're hoping. Then like twelve 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 and of course, now hops about lanes in with free products and the in battle organization. The book is all about what I learned in the last twelve years to help organization. Wow, look at that. Yeah, that's my got it at hand. I gotta tell you Brian's introduction to the book is essentially a three or four page manifesto that I think anyone who has been listening to this podcast and enjoys that you absolutely have to read a of course I recommend the book, but just that that introduction alone from from one of the Co founders in the CEO just really casts a lot of light onto the situation where in today and why customer experience matter.

So before I go to my standard open 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's something we can all learn about our lives and businesses based on the tire family rule 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 has to pack in her backpack. We go to Africa for four weeks, my wife 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 five years? I avoided at all costs, but I have. Okay, all right. Is there any innovation in baggage claim and since you been nine? No, and in fact, just the thing that lets you know that the bags are coming is like a baby. Yeah, it sounds like everyone should leave 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 wasting time. People are on their phone, thank God. Right. And then twenty five minutes later the plane. You can see the plane from like how 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 God they could say their prayers, they grab their stuff, they run out of there because, like, there's no fresh air down there. There's so many great innovations that you can apply to baggage claim, none of which has happened in my life. That, which is a business opportunity for perhaps wanty go was I love it. I'm so glad I asked. So basically, I'm just going to wrap that. We experience. We're customers. Were customers all the time. We're customers even in situations where we don't think of ourselves as customers. As we go into our businesses. I think we think about what we're doing differently than we do as customers very often, and so when you find yourself in a situation seeing this could be better, that is a customer experience, 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 the greatest era of human existence right our standard of living is higher. There's all kinds 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, much easier because we're all connected. There is like seamless ways to communicate and it's truly a global economy. In some ways it's harder, right, because in that era, right, it's harder to differentiate in scale. Right, and one of the things that's happened with the growth of like software development of software as a service, is that you have a product parody right. In the old days, like you would choose even a product because it had one or multiple 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 would go by like the other product. Today everybody has the same product. If I don't have at a feature in spot, it's coming within six months if there's a demand for that and the expectation for and user is number one, the product works, it downloads, it works, it does what you say at this. Number two, if you don't have that feature and I need it, you better have it within the next six months. And guess what in 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 and he is a he's a better CEO that. He was a vice person sales and he was dam good there. Right,...

...he was a thought leader. He thought about all this kind of stuff. He's like, the way people are buying as change, customer experience is super important. Way How spot the finds customer experience. It's the sum of every interaction a customer has with Your Business. So it's both pre and post sale. It's the part of the strategy. Is An actual plan to deliver a positive, positive meaningful experience across those interactions, which definitely doesn't happen in baggage, right. Right, we're to tie that back. Yeah, so I'm good. I was. You know, I always ask everyone to defind customer experience, which you just did there, because you know, I think there's a we're talking before we hit record that you know, there's a lot more talk about it now than it was even twenty four months ago, but I don't know that everyone is talking about the same thing. When we talked about customer experience and sale, I'm with you like that's that's my running death finition, having had this conversation with almost fifty people now on the show. is every single touch point. It's the responsibility of everyone within the organization. It's physical, it's human, it's digital, all these different ways that we interact with companies and brands comprised the customer experience. You've also addressed already why it's the last great differentiator, which I think is a super important idea. So I want you just as a point. There's a great blog article on hug spot blog called how to define a customer experience C X Strategy by my friend Carly step and a lot of the things that I say are because of the marketing and research brands at hub spot. There's this lady mem and who runs up spot research. Amazing, right, everybody has an opinion. One of the things that makes our presentations impactful as we look for the data and the facts right, and that's one of the things that's changed with the inbound revolution and the customer strategy, the customer 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, and then 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 can help 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 that can happen is that you talk about me in all of the wrong ways. Okay, what typically happens is in the old days, two thousand and fourteen, the average company had about seven competitors, right. So if somebody wasn't really doing the job, it's like that's kind of paining me, but I don't want to get a new vendor. I'll stick with in two thousand and eighteen, the last time we have specific statistics, the average company has forty four competitors, right, so sixty five percent of DB customers will ghost you. You know that term? Yeah, absolutely, okay, it's not from tender, 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's buying from me all the time. He'll gost. You'll go to one of the other forty three competitors, right, and you're like what happened? Like, Oh man, I called in to get my bill resolved and you guys didn't call me back that day. And you're like, excuse me? Right, the level of expectations for customers is amazing. Right, I travel all over the world at OK, I call me on Tuesday morning. I called him back Tuesday after. He Goes Dan. I called you this morning. I'm like 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 is two thousand and nineteen. And guess what? He's right. Right, he has all of these different options. Right, real good customer experience is a tune to a very specific customer. I always say the riches are in the niches. Have you ever heard that one anything? I have, mostly because it 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 the old days you could be a generalist. Right, you can help all these people and it's one of the toughest things entrepreneurs have to do. But a customer 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 a podcaster for Arizona companies that are between three and ten million dollars, that have at least thirty employees, that are trying to double in revenue over the next twenty 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 that swim lane, if you dominated get forty to sixty percent market share, then it's much easier to move to another swim lane. That's one of the key lessons that we try to teach people in the invaut organization and to maximize that positive customer experience. Love it. Focus, specialization, knowing, knowing who the customers is so critical. Like as you read the inbound organization, you know there are these references to relationships and personalization and the customer and being very clear about who that person is makes all of the rest of the work not just easier to do because there's more focus, it also makes all of it a lot more impactful. So I'm going to do something fun here. I'm just going to read you lines from the book that really jumped out at me and 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 a fight. Here we go. Ready, ready, number one, no one at hub spot is successful if our customers are not successful. Okay, so this 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 to hub spot, started in customer support and now is our CEO. He gets promoted 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 and I asked Frank, okay, which is more important, your employees or your customers? And he's like all right, Damn, do you love your mother or your wife? And I'm like, okay, I'm still in that line, he said. But number two, your employees have to comfort and because if 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 an inmount of organization. Right. But culture is everything either. Are you familiar with the hub spot culture code? I am. I do not have it at hand, but I am familiar with it and it it reminds me a little 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 decent human being, there are zero objections and a lot of positive lights turning on as you move through. This is about being a good person and being a good person in service of other people. All right, so in the early days on up spot we had an interesting culture but we didn't pay much attention to it and Halligan went to an off site and he was talking to the CEO. I think of us, I robot, a publicly traded company in Boston, and that guys. He asked And the guy goes, I spend all my time uplifting the corporate culture and Alligan's like culture. What? That was a culture. So we went back and said, Darmesh and you research culture, farmsh just like I don't know anything about culture. And a typical Dar Mesh fashion, he then produced a hundred twenty eight slide shared like deck powerpoint. Right. So most download slide. You're on history of slide. You're like four million downloads, and it talks about how important it is to have a good working environment to do exactly what you just said, in light of not having a like a policy man which, by the way, is the dopiest thing ever. Right, hub spot doesn't have a policy manual because no one ever reads it. Then it's like, how can you give like smart people listening of this is what you...

...need to do. We have one like 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, oh my goodness, that's awesome. So it's easy to remember. Everybody like knows that and we lean into our culture. This woman, Katie Burke, is our chief people officer, right, chief her. She's the voice of the employee and she is awesome. Right. She has all these programs. She make sure that we have diversity, inclusion and belonging. We got a director of diversity. How they roblaise is unbelievable and he brings this ability to come in and for the entire employee group, the number one understand what we're trying to do, number two, how they fit into the organization and, number three, what they need to do to help us succeed. We call that the M spot, which is spot vernacular for your mission. Right, most most people, I'm going to say most millennials, but also most people right, want to work for a mission driven company. Is that your experience? Yes, absolutely, and really what it is is calling for a greater sense of purpose, like a reason beyond revenue, a purpose beyond profit, like what is the actually doing here that I can personally attach me? I want 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 needs to 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 is placed right. These are the programs or place three to five that you're going to target. That is going to help you accomplish your mission. And then the tea is the target. Right. The plays or this is what we're going to do. The tea is how much we're going to grow, how much retention is going to improve, what the new product is. That's how you measured. The ow's the most fun of any like category, and M spight is the omissions. Right, and and I'm spot. We say, okay, we've evaluate all these things. These are the things that were not going to do this year. And why are O's? Are Omission so important? Focus, boom, all right, your Dan Tire. I love it with an orange shirt. Thank you very much for wearing that. It's all about 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's on the same page. So about three years ago, Jad Sherman, CEO of 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 because he's so smart. He is so he's funny. Right, you don't see the combination of smart and funny a lot in like Sen your manner. This guy is great. Any's like it's all about the culture. He published this m spot. Everybody, and I'm spot, sees the M spot six times a year. Right, we put it on the WIKI and a lot of times when I'm doing the like in Baut organization consulting, people like what's a Wiki and I'm like well, let's where you post everything so people can see and they're like no, no, no, we use email for that. I'm like non, no, you've got the live there and if you have a new employee, what do you do for them? All the emails about this topic. Yeah, I know, that just shows the old onset in the 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 plays the omissions in the charts. I was just at a journalist company that we were doing a full day workshop of implementing the inbounded organization and we met with the CEO before and he had this most beautiful mission right yet on the back of his business card. It was great, and the first thing we asked in the workshop is, okay, what's the mission of your company? And no one raised their hand and he was hugely embarrassed. But the reality was was a wakeup call because he didn't have a very easy way to remind people on a regular basis. Right they forget...

...a little bit about the mission and that 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 was a lot of information, because it was. It's so fun. There is a lot. There are a lot of great things there that you can pick up if you read the book. One of them is the kinnet experience produces employee experience, produces customer experience. The other the you talk extensively in the book about Internal Wikis and getting one, getting everyone on the same page. And then, ultimately, the purpose there, if I read it correctly, is so that everyone is empowered to operate with much more autonomy, which is a not you know, but in alignment, so that we're all moving toward the same 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 some mark of research. Does that makes sense to you? Yes? Why? Because people, I mean autonomy is seriously motivating for smart people who have the right intentions. And the goal of all of this, of the of the M spot in particulars to make sure everyone's going in the right direction, to create a stronger pull or push in that direction so that we're all trying to get done as individuals and as small cross functional teams, with the Organization needs accomplished overall all in the spirit of how we can help our customers. That's great your that is all right at that is a great answer. There's one other reason. The pace in which business moves today right is exceptional, and if 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, when I 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 by that time, like it's like irrelevant, and the only thing I could say is now he goes it up spot. Everybody makes the like the front line makes all decision, right, and it is true. Right, managers, except for the except for the bet the company decisions, though. That's the LYRIST. Okay, all right, that's Laurie Norrington and I just saw Laurie Norrington 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 on the board, when we interviewed her for the books, she was like. I'm like, okay, everybody needs to notice and what it says is perfectly tuned 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 going out of business. You just don't know it yet. You have to have automation, because everybody else does. The bar is so much higher in two thousand and nineteen, moving into two thousand and twenty. Right then, unless you automate the simplistic. First of all, overachievers don't want to do the same thing all the time. Second of all, you don't have to. Third of all, it's less expensive. It will give you a positive impact on your Stuta cut. And finally, that's what the customers want that needs it. Right back to the customer experience, right. So having the right customers, excuse me, employees, making sure they have the right like focus with the m spot, making sure there's got a great the right culture is written. Okay, so that was question one on the lightning round. I'll throw a couple more out. No, technology often allows us to substitute digital connections for real human engagement. So for me it's very interesting because I see this guy, Jack conners. Bill Holiday...

...is a big advertising firm in Boston. He was one of the founders, and he goes technology is not an ox to be goured, it's a cow to be milked totally, which I thought was pretty interesting because I've never seen a guy from Boston talk about milking cows. But he was hilarious. The guys like seventy years old and his job description. He's like I work for poor people. I'm like, oh my goodness, who are you? And I sat right in the front row. I got his autograph afterwards. He was amazed. The thing about automation is it doesn't replace human being. Right, in fact, that makes human beings more important. Right, automation should be a creative to the customer experience. Right. Earlier this morning I sent that a handful of a videos are using video email. If all the time. Okay, you send me a video email. On Sunday, I said I sent about ninety five hundred of them. Okay, great, and you like video, love it. Guess what? So to your customer right, still only twenty of the research up spot that only twenty five, twenty six percent of companies using video in their outreach and it will red volutionize. It's the biggest like transformation and prospecting in the 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 from his orange office, right, asking a personal and human question. Now you'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 a little bit, right, and when we connect I'm going to ask you about your Muhammad Ali poster. That's like a thirty minute story, but I'm happy by when I know mordern things like it gives us these these other things to talk about that we can actually connect and relate on. This is probably the second biggest stick away. Number one is you should get the in bout organization book. Number two, you should listen to Ethan's podcast. Number three, you should lean into your customer experience. But number four, if you're not using video in like every aspect, actually buy your book. What's the name of your book? Again, rehumanize Your Business. Okay, it is it explained to people why they should use video? Two hundred percent. Yeah, like we start with the what like? We call it relationships through video. My Coauthor Steve Past and Ellie Arcmo and I, we work side by side every day for years now. You know what is relationships through videos, what we 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'm not going to read it. Yeah, my buddy Adam Slovak, we're on the Board of Directors Together of Utah based company. He Goes Dan. I short my email based on the size of the email. So the smaller the email, that higher the top you're going to be in my email. I'm going that's brilliant. And guess what everybody's like? Yeah, I'm my big prediction in two thousand and seventeen was every single like business person America would receive three 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. In two thousand and eighteen, by October everybody would get three video emails a day, and I missed that one to in two thousand and nineteen, I said 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 in the 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 this book 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 kidding me? You're like a pioneer. And guess what, that's what it takes. But now, just like everything else, the technology has let up. Now your 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 need to let someone else say it for you. So you can't write in an email like you know. You know. You say, look, I'm a really classy guy, like okay, by definition. Now you are not. It's a great stime. By I'm still in that. Can I say you use that's absolutely okay, into an email like you know, I'm a great person and I am here to help and you can trust me, and it's like just reading that sense. And mean I go into some research in the in the why portion, like chapters two and three of like we actually don't assign the text on the screen to a human being, like our brain does not do that. It's like it's this abstractions. True, it's denizing to put the Messager. So this idea of like you ascribing qualities to yourself that are 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'm not 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 of all, your deck down there ore in Shure. Third of all, you're talking about me. Oh, baby right, those are totally yeah, so you suck me right in that. I was all prepared. It was more efficient. The bottom line also, is the data right. People who use video with sales process write a three hundred percent increase over at texting. That I mean, and this statistics have been out for two years. That's why I thought it would move quicker than, like a hungry man do a free buffet. I thought people would be run into video po moment. Now there's still here's the thing. Some people are self conscious. You got a background a TV so, like you, I was not on I was. I had never been on camera prior to joining the company. And in your right. That the human piece to vulnerability. That the new skill, something that Steve 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 reps come into the office and they get in for the morning huddle and then they turn around in their phones on their desks like this is what we sell with now 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 people in 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 a male 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 just this tiny little, you know, operation. But you know, here we are, almost a decade later, and you know we have forty five thou customers, but that there are there are millions. No, I I cause I'm with you on this. There are millions and millions of people coming behind the people who pioneered this, make this foundation right. This is an important component 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 need help, D tired, up spotcom right, reach out to Ethan Right, find somebody right, just google video email. But this is the week to start it right and let's see if we can accelerate the curve of people being more human by using video, because the statistics are very, very impactful and you're going to be left behind. The greatest thing about the inbound revolution is now it's gaining sting. I thought twelve years in, a twelve year up spot employee, it's just been amazing to see how this rolled out in as the first sales source and for up spot, people would ask me two questions. Number One, what is inbound,...

...which I'd explain it's about the same. Today, they go will it work? And I'm like, I don'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. And so now we have irrefutable proof that, if you like, leverage this technology to be human. Awesome. That was super funny. Just a little bit of shameless self promotion here. Bombamb makes it easy to do these videos from Gmail, from outlook, from sales force, from outreach, our own web AP, from Mobile APPS, etc. The book is at Bombombcom Book and is Dan offered his contact information. You can always email me eat than etch a 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. I feel like three is a round a more round number. So before our standard close here, because I want to respect your time. That's been Super Fun and the pace at which I think both of us speak, this might be like one and a half episodes instead of just one, just by the way it feels anyway. Yeah, Um, I tell you now. I said my kids like I can't play your youtube videos at twice speed. I'm like yes, right, look, right now, you can't exactly how you're given to try. So funny. Um, let's see, Gosh, I have questions in a variety of categories, content, sales, service. I'll go with the service one. Is the third and final one in this series. For most modern buyers self service is excellent service. Yeah, because I know what I want and I want it now right. If I have to talk to 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 deal and then, like you're like now I got to get in the car and go drive to some place, and then you're like, I gotta get out of 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 it for 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 a lot more efficient, a lot easier. I get the answer more quickly and then I can move on to the other million things are going on in my life. So self service is good service, and part of being an invatter organization is understand what you're going to automate so that people can find what they need. Write. A great example of that is what we call a knowledge space. Right. I'm spot has a free product called the service hub. Right, all of our products, the sales product, that marketing product and service product, or they all start with free because people like free stuff and it's a great way to help people solve their problems. The service hub has would call a knowledge space where you can take your most frequently asked questions and you can put it in a seoed like a repository, so everybody can find and solve their problems more quickly, and we find that's a great way of generating 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 to ask you at the close who was one of the more provocative ideas that I'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, right now, sellers are trying to customize and personalize the buyers experience. But you see that flipping where the buyer is going to customize and then, as a consequence, personalize his or her own experience in the future. Tuck just briefly about that dynamic. Yeah, so you see it happening now. First of all, we live in the future. Even right we are talking just a matter of whether or not you recognize it as such. I used to ask from the stage any sixty speaking engagements in here on behalf hob spot. I used 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 been in a self driving car? I have not. Okay, it's time. Come to Tempe Arizona. We have waymot...

...and you get into a van that two people sit in the front but they don't touch the stiring. It is amazing. And you know fuld of Maatic, you know the PILPOMATTIC. Okay, hould of medic will you know ever going to ben in a Republican all the shirts are like folded perfectly? Oh Yeah, you can buy that for seven hundred dollars and it will fold your shirts. You take it out of the laundry, put it in your fold of at it right. It's like seven hundred all it will be a hundred and fifty dollars. So you'll be able to walk in your closet have perfectly folded like shirts like that's the Jetson's kind of thing. And then I carry a suit back. I'm the last guy in America. I know it sound like your grandfather. I carry a suit back. You remember shot bag. Totally okay, but most people there like 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 it on. They're like, none, I got what you have, the dragging luggage, 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 APP on 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 got a 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 Harbor Airport and Phoenix and I'm like Shit, there's no place to plug in my I phone and I'm have an anxiety because I have got like nine percent left. You go just plug in like here and I'm like, what do you mean plug in here? He takes the travelmate robotics. It has for USB ports and two power supplies. I can plug right in like a free poll plug into his luggage. I'm like, Oh, I'm using that. That one's awesome. So, like the whole idea is that you got to lean into that customer experience. You got to make sure that that's the way in which people see you and that you're differentiating yourself in ways that make people have awesome Dan. Relationships are number one core value here, and so I always like to give you the chance to think or mention something. You've always eve already done an amazing job just your ability to recall names and stories about individuals, 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 already too, but give a mention to a company that you think is doing customer experience 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, my coauthor, is the best co author in the history of books. Todd is exactly opposite of me, number one. He's tall, he's smart, he's logical. We wrote this book, spent hundreds of hours together. We didn't have one argument. Right. It was amazing. And he and I do consulting around the and Ounto Organization and it is awesome. Right, I'm all the big energy and he's like, okay, this is how we deliver results, which is great. The second person is my beautiful wife Amy. You should have her on the podcast. She is amazed. We talked about mindfulness, we talked about helping human beings. Right. She's a yoga instructor and a public speaker that talks about awakening joy and she's amazing and she great part of 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 the marsh in down Kino, right, Dar Mash like starts off. He says I'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 customers earns, it talks about the changes. He's funny and you know he's like doesn't want to do it, but it's...

...a key note. Is always a highlight of the awesome. And is there a company that comes to mind you maybe haven't mentioned yet, the just respect for the way that they have delivered for you. Yeah, yeah, and corporate massage. I'm on the Board of directors and I'm an advised to. The company is started by this mighty barrel, Amelia Wilcox. Amelia is Mama three strong see of end of the White House that lectured at Harvard and she started the company in her basement and it'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 times a month. Right. There's a direct correlation to that relixation response of massage and employee retention, employee enjoyment and playing engagement. This lady has grown a four million dollar company right, and worldwide, right, unbelievable. She does her M spout all the time. She creates a culture where she's constantly measuring her employee net promoter score and her customer and her therapist net promoter score and she just rocks it. I'm the huge Amelia Wilcox and incorporate massage, than killer. Then you've already done this too, but I'll ask you to do it again 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 go deeper, where would you send them? Yeah, you can email me. Dtired up spotcomings. Why? That's Tyre for if for those of you who are listening and that writing things down is dtyre. Yep, you've got to my facebook page, which has all my public presentations in my schedule for the year. 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 about has all kinds of templates. It's designed to help companies like that take baby steps to turn it in Bout Organization, and I'm happy to out my mission stay entage. You mentioned doing the most good for the universe. I'm all in right. Super Fun to be the antire Super Fun to be an inbout organization at two thousand and nineteen, and let's get more people used in video there either. That's what we got to do. Love it. I love that passage and how naturally it came up. I'm with you a hundred percent on that. And just just a final closing thought. When I engaged with hub spot initially, it was because you were offering tons of free content specifically about inbound marketing at a time in my life when I was trying to figure out how to transition careers and like what do I want to do and how do I do these things and what's the latest stuff? And it's been just been so fun to watch hub spot from that times. I imagine it was early 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 all are doing today. Years later. You just continue to find in solve more problems for companies, which is solving more problems for customers. You walk the talk and I appreciate your time so much and continued success. Even you're a Badass. Great to do the session with you. If you want to invite me back, just book it with Rosie. Great to talk with you, great to big into customer experience. Right, let's get people using video and I'll see you awesome. Thank you so much. Well, clear communication, human connection, higher conversion. These are just some of the benefits of adding video to the messages you're sending every day. It's easy to do with just a little guidance, so pick up the official book. Rehumanize Your Business. How personal videos accelerate sales and improve customer experience. Learn more in order today at Bombombcom Book. That's bomb bombcom book. Thanks for listening to the customer experience podcast. Remember, the single most important thing you can do today is to create and deliver a better experience for...

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