The Customer Experience Podcast
The Customer Experience Podcast

Episode · 2 years ago

41. Setting Up Your B2B Live Chat To Dramatically Accelerate Sales w/ Nelson Bruton

ABOUT THIS EPISODE

In this digital age, people are searching for more human connection than ever before.

As B2B marketers and sellers are finding more ways to automate top-of-the-funnel processes - like chatbots - we may actually be losing leads because of it. 

Comparatively, employing live chat can double top-of-the-funnel opportunities.

At least, that’s what Interchanges’ president, Nelson Bruton, has seen. Nelson sits down to fill us in on how we can increase live chat conversations and success.

He discusses:

  • Live chat vs. automated chatbots
  • Using video to build stronger relationships
  • Increasing live chat conversations fourfold
  • Reducing friction in the customer’s experience

Check out The Customer Experience Podcast on Apple Podcasts, Google Play, Spotify, or Stitcher.

Don't add, friction to conversionprocess, don't make it difficult for someone to have a chat with your chatperson, so let them start typing, but the conversation start as easily aspossible. The single most important thing you cando today is to create and deliver a better experience for your customers,learn how sales marketing and customer success experts create internalalignment, achieved desired outcomes and exceed customer expectations in apersonal and human way. This is the customer experience podcast, here'syour host eet and Baute. Hey. If you've been wondering aboutyour sales pipeline, why isn't it Morefull? Where are the leagues? Howcan I optimize it? Then you are in the right place. Today's guest has builthis expertise over decades in lead generation and sales process analysisfor the past. Sixteen and a half years he served as the president ofinterchanges, a digital marketing company, that's generated more than onepoint: four billion dollars in revenue for their clients, Nelson Brut, andwelcome to the customer experience podcast Ratev a year. Thank you foreleme yeah. I'm really looking forward to getting into this therea couple.Keywords and kind of the conversation points that we put together that I'mexcited about, including the word human, which is really interesting in thiskind of you know kind of hard core. I think of this is kind of Hardcoreke,I'm kind of a soft brand marketer by background, like you know, online, LeaGen pipeline how R we felt following up. How are we creating accelerationthrough the pipeline so to have human in that Conversationis reallyinteresting to me, but before we get into all that, let's start where wealways start with his. You know as when I say customerexperience. What does that mean to you? What is it conjure sure Itin, you knowcustomer experience, I tan simplify things, and you know how do you, how doyour customers feel doing business with you Yoah know. I think I think really.The customer experiences is answered with a question. Interestingly enough,so you know you're talking about when we're talking about our customerexperience in our clients, the common thing that we talk about every Friday.It's how our cients feeling right, if they're, happy and they're having e God,fine experience, Af Theyre noly. Well, then, there's all types of taticalthings you can do or personal things you should do or strategic to get themto be happy. So that's kind of my simplest simplistic definition ofcustomer experience. Simple is often very powerful. I love that so much. Itreminds me of one of my something H. I've actively been working on for years,which is paying more attention to how I, just as a person, make other peoplefeel and know that there's success in that and to your point, you know if itisn't going the way you want to where people maybe aren't confident orsatisfied or happy or whatever you start getting into that. But I loveleading with this. This question of you know: How are our customers feeling?How is that account feeling? How is that person feeling as a really a keyindicator of you know? Are we doing this the right way or not? So that'sawesome to me and we adjuste do that Oknow, probably about seven or eightyears ago, we went down the path of hard or analytics right and hey werefiling all the riting, the litics we're...

...doing everything right. All thesenumbers are right and and still wewere having retentionon issues, and so youknow our ceo he's a greatleader. You know Hes to pet us all, take a stepback, and I said you know. Are you asking this question? Are you happyworking with us and it changed everything because the answers we gotan they said? Well, you know not entirely Wat, then next questions werl.Why not opened up the reo conversation so good, I'm going to just Goin to goout on a limon say that that probably in not too long a period of time,probably a dramatic results from a retention standpoint huge. So it alsohelped us understand better which types of clients we were best suited to serveright. So, as you're hearing these themes of like dissatisfied, customersare constantly dissatisfied with XY andz. You know. Eighty percent of theanswers fall into one of those three buckets like that's, not what we do orthat's not what we're trying to do: Yeah it', so smart, so for context. Youknow before we go too much deeper into things like that. Can You tell folksabout interchanges? What are youall trying to do? Who Do you serve? Justyou know, give some contect. So people know how you spent the last sixteen anda half years of your life yeah. So you know we weprie ourselves in evolutionand innovation and I'll kind of make this story long story short as possible.We started out as just a web design firm two years before I got thereactually and then bout. The time I got there, the team was adding. You know,search engine, optimization and email marketing and a little bit of Contenincreation, even though Itasn't even called contant creation back then, andwe bundled all that became parter program, which is today's in DisiaMarketing Agency right so that workd very well. We bundled everything charethe riginor for it, and he worked very well until all the space got quitecrowded. Thi Swe had to evolve ind, you know be more innovated and w reallystarted getting into the strategic content. Thand marketing, automation,the Nurtry and then we, you know all this other stuff. The social media atmy space and facebookwe did a twitter N on thes thing. So we started to kind ofgrow our sphere of capabilities to where we can do everything for somebodywhen they come to us and that works really well, we got some really highretainer clients and then you know restarted realizing, there's a lot ofwork that goes into trying to be everything to everybody and so about. Five years ago we startedshifting back to O know using Jim Collins Methodology and from intograt.What is your headsharr concept? Wewe realize we're really really good ETO BL generation a couple of sonload strategies and for the pount five years.That's really! Where we've been focused, I love it. I was going to ask that as afollowup is like you know, as you're. Changing these. These are significantstrategic shifts, Yeau ow. What internal processes do you have in placeto kind of monitor it? So, for example, when you felt felt the space gettingcrowded years back and made a shift there like, but how do you all organizeyourselves and how do you you know, stay abreast here and kind of makethese trategic shifts sure so wel, one...

...of the things we learned from one ofOurman tours was and its really in the sales process. Language controls, thediscussion and the discussion controls the relationship. So we got better withour LAN wich in terms of being apetoor communicator guy. He proposition. Wealso made a shift to make sure we understood or what are the clientswe've been very successful with and an with us and staye with us. They werealso able to get continuous good results for so a combination of thosethings. Let us really focus our efforts and energies. It wasn't easy. Wecertainly mad mistakes, but those ware kind of some of the profral thtprocesses. I guess that were going on along Kno, all the shifts that we maylove it. It's always hard to say nota revenue, but thit's like you use theword focus there. It's always hard to say no we're not going to take thatmoney, but you know that discipline is reallywhat's required to be successful. That focus. I love it before we get into thekind of nuts and bolts of it and really get direct on. You know. BTB salesprocess and some of the things that you're working on and how you'rehelping folks generate leads interchanges. Is Such an interestingname to me, a D as I was looking at it and thinking about it and I kind of thework thit you do. I thought this could have a specific meaning or it might not,is a already particular meaning kind of the work that you do in the nameinterchanges. So the Internet changes everything right, a that's kind ofwhere the the Hybri Work Inter changes came from, and so it's actually DBAPAER company as emaktrich design, which was the Web Design Company, and so oncewe started thinking about all these other services that were being stackedon to websites. You know the Internet changes Andso, that's RIRT, interchanges comes from. I take back what I just said. I do have one more questionbefore we get into it. What types of folks do you tend to win with like whoare you serving most effectively? But what are some of e Few kcharacteristics where you know these are folks at that? We can really reallybenefit, and we know that they're going to you know fulfil our vision of alongterm. Successful relationship, sure t two things: the Tay not the mostpeople who value sales leads and people who have high ticket outo their selling,Ori complet sale cycle, long, complex sale cycle, so the higher the valuetheir lead of a sale is t a the more. They appreciate the work that we did.They want to have to grow, yeah, of course, yeah totally sists. Theinvestment that they're making is in you know the optortoniy girl. What iscomplex to you like what are few key characteristics of a complex sale, JurSone of our one of our CIENTS is a nworld's largest manufacturer ofboilers and Berners oiler systems Bor, the ROM systems for large hospitals,lorke manufacturing facilities, so Thei'r sill cycle can be anywhere fromeighteen months. To thirty six months, but it's a multimillion dollar saleonce everything is specked out and installed, you know so it's longer cycle, probably multipledecision makers, multiple stakeholders and complexity in probably breakingdown the value prop specifically yeah. It Really Isi mean an that kind of ananswer for he for the that's a more general answer, but you know moving towhere we are now and what our focus is now if they are already doing a significantamount, eaving a little marketing to...

...drive traffic to their website and theyvalue soseleats. We can immediately impact their top of the phone love it.So, let's talk about that, you know something that you that you like tothink about and talk about, and I'm looking forward to talking to about ithere is like you know how to in a very short order short timeline, how todouble your btob sales leads. What are you know when you engage with a companythat has you know some of the right pieces in place? But you know there maybe not great at generating therer be to be. Sales leads. What are a fow ways atlike if we do this this and this going to get this thing back on track quickly?Well, I mean number one: You know shameess Pug, for you using a servicelike Bombam to where you can humanize your email. I mean that's a net breaterfor US huponizing, the website experience. People are probably doingGoogle atwords or searching G, an optimization to drive traffic to awebsite and that's the easiest way. From our perspective, we can have animpact of their selves, Pi Pline, we say just have a conversation with thepeople, while they're on your website. We do that be a life chat, Ettellowe'll talk, you know a. We can talk more about that. The other way that wefound very effective bin Abe face is Leek. Ten and both of those where youknow chat is communicating with the visitors that have already found youthey're already onyour website they're in their research. Mone Lincoln isgoing out starting conversations with people. Who are your prospects? WhoNeed to be in your pipelineer need to know you exist at a minimum. So, let'sget into all three of those in order. Let's talk about you know, what'shistorically, maybe been missing, or at least in recent history this the way Isee it I'd love to hear your perspective on. You know why you'rerecommending video and maybe some other humanizing tactics there, then we'llmove into chat and kind of what you're seeing there and then we'll move intolinkin and maybe get some best practices for engagement without comingacross two sales or too hot and turning people off, because i'de been on theI'vebeen on the receiving end of that, and I spend a fair amount of time onlinked in so I see a lot of stor. You know there's just a lot of Norse yeah yeah, I'd love, your bestpractice tips there. But let's start with video, I mean thank you again forfor mentioning bombomb there, but you know what in your in your view and inyour experience kind of what problems does that solve? So you know one of thethings I say when the speaken conferences or to small work stops isou o the fundamentals of business have not changed. Iwir th years, especiallyin the BEATOB space, people will always buy from people. That relationship iskey, especially in some of our markets like industrial manufacturers orhomebuilders. You know that relationship is key in the salesprocess. So, while the fundamentals have it changed, a people still backfor people the way in which they come together to start the conversation thatcontinues to evolve and that's where you have to be able to adapt and trynew things within your particular industry and like chats a Peren exampleof that. Yes, let's get into so to me. Yes, relationship is key. Yes, we'reusing today's digital tools. No we're...

...not getting face to faces, often as weould should would in video kind of closes that gap down. I'm sure on a youknow, a two million dollar sale that takes twenty two months to close down.You know you're goon at someone's, getting on an airplane to go visit theclient, but you know to me video- allows you to get face to face earlierin that relationship so that you can get to that point down the road and soyeah to your point. We think of video, at least in the bombom context, as kindof the new old way to sell, which is it's old, an that? It's you it'sanother person reaching out to o communicating value, being sincere,being honest, being approachable, building, trust or but using today'stools. Let's get to to chat then so is it? How common do you think good use oflive chat is in the BTB space right now, it's killer. It's done correctly. It'sabsolutely it's a game changer! So for our customers. As soon as we launchlike chap, we almost every single time we see in in the first thirty days, wedouble hat, we double the number of we request, they're getting so we'reputting more ofper double the number of opportunities into the top of theirpipeline right out of the gate. How are people staffing that like who are theyputting on the other side? Is this like how much is bougt and how much is humanlike? How much are you just loading up the Bott with faqs to create thatengageen like talk? Go Lik, get real practical there for folks that aremaybe, for example, we're. We had chat in our support site. We've had chat onour website for years, but IUR have only really recently gotten a lot moreserious about it. So for folks, like us who are looking to really up our gamean a chat standpoint, you know what o you, what have you seen be successful,so the first thing I'll say: is you if you're going to put a chat, icononwindow on your website, make sure that somemorn or a Bot is there in a baiableready to answer the questions make sure somebody's available boughts are quick,easy and cheap. If you don't care about the customer experience, God but's donecorrectly, take a lot of time and a lot of thought process to think about allthe particular Iftanas this and what and all that script building takes atremendous amount of time. If you're going to serve the customer, as youwould want them that you would want to be searched. Okay, Isand, we found ayou know if you we've done chapo trials and chest as soon as people figure out a a ChatBou, they get annoyed just like when you call into a phone tree, Yougo pishone for this and three for this. You've got to wait for the announcment messageto play. People get annoyed with automation, that's the trend. THAT'SHOUPENING! Nowt is that people are rejourning for that human connectionagain, because we went so far down the penulum, automation and bots right now,we've been doing life human chat for sixteen years right. We never let itget away from us. We doubte and tested with the boss, especially in he socialmedia, the AR responders email a lot of responders, but we get such a higherresponse rate with a human, and so the...

...next question to you know to yourquisthe next answer to your question: You know: How do you staff it well, alot of our customers. Gon Say: Alot, some of our customers staff chat, wetdedicated inside sales raps during their office EUERS and h. We staff itafter we. Actually. What makes us different is we actually provide peoplereal humans, twenty four seven, so we don't just progide the chess software.We also provide the chat people, twenty four ceven for aurcrossom up to fivedifferent languages. So that's something that really makes us you make,but at a minimum, if you're going to try chat, there's plenty of softwaresout there, whether it's Olark or trift or hub spot, even has their free chestoft, where there's Chet offwars s, sympically free army put it on yoursite, and that is the next thiy hertal this. How do we stat, I wouldn'tsuggest, doing ai unless you have a team that can really dedicatetheirselves to every complex question and scenaritis that might come up, sothat leaves you with. I mean your inside sales people staff it. Well then,there's a trading regimen that you're going to have not good news abouthaving your inside sales people do. It is if something comes up. They canimmediately take the question offline. They they're able to recognize whenit's an opportunity to take the question off Lyng anversly. They alsoknow how to answer some of the more tesnical questions because they'reinside sales, so they can actually have a longer an more detailed chat,conversation best practice thea with chat. You don't want to try to sellover chat. You want to try to get the conversation to a point to where thisthere's a qualified person raising their hand who's further Fareneth alongin the research process. Great, let's schedule The call to continue thisconversation further. So we can have a schedule a lot of anount of time,because you never know if someone you get down a chat and the person might be,you know just Fouta Gogo meeting wit. They just happened to be on your siteand missone. Last minute, research youe having a great conversation, OI GNTA,go ih right with chat. We say if you're going to staff at yourself make sureyour team is trained not to go into too much with the sales process over chat,go the phone nurber get an email and en schedule something to go through yournormal sale process. So the one thing that came to mind immediately is ' asI'm walking out, and that was a really good passage there. You know, if youare a company and you're going to have real humans representing you that arenot your own inside sales reps. that obviously is easier to deploy. Itcovers multiple languages, as you already observed, that covers multipletime zones. So you know people are real. Humans are still chatting with peopleon the other side of the world, while you're sleeping a number of benefitstalk a little bit about the curve theyare in terms of the training likewhat does it take to like? If you were, you know whether you're going to do itwhethey're going to outforce that pce or they're going to work with a companylike yours like how do you build that relationship with the client so thatthe client feels like the people that that are not their team members but arerepresenting their product and try to maybe fill calendars or generatequalified leads or whatever? You know and report those back in? What doesthat look like from a training standpoint? Sure it's so our trainingstandpoint. We we send our customers to...

...two paige question Ai. They fill it outonce they fill it out and send it to us. Our team reviews that, and we reviewevery page of their website. We develop the initial script. It takes us about aweek. We Sei that ther'RS so script to our customers. They dedn review andrevise it and send it back to us, and then our team trains for about a weekand a half og site, just practicing Okuy going through Y usecase scenariosbased on this cript that was developed, and then we said: okay, a teams ready.We send a couple lines of good to Aur Flint to copy and paste on theirwebsite all right. So that's the first part of the training, quoteunquote.Okay, then the next thirty days that were live twenty for seven we're goingthrough and having conversations with their website customers. Now an t eanswer, your other question, because that is a big concest. The number oneconcern objection that I get every single time: Wen talkng to a customer.So this is the training is a week and a half of our team training and thatthirty days really is a training session. Because there's no way we canprepare for the actual conversations that are going to take place. So whatwe tell our customers as soon as we go live and you start seeing chests comethrough GIV US feedback if you GIV, O stee back. This was terrible, never saythis again, here's the answer. You should have get an within twenty fourhours. We change the script so we're on the ball during that first thirty days,O that thirty days we dial in this trit the first thirty days as long as we'regetting feedback from our customers, and, I would say, fifty percent of thetime- There's very little feedback we get because we traind so well and we'vebeen doing this for so long, the other fifty percent of the time there's a lotof questions that we didn't anticipate us, wor, the client and so at thirtydays, gets down a lot of hat. Do this say this instead say this? Instead,this one was textbook a great job. We ask for good feedback to. I feedbackreally is the real training during that first thirty days now, what's cool isif whenit's O happy with the results? After that, first thirty days we get ahundred percentre fun, so we mak it risk free all the training everythingWeu make it risk free. But you know the one thing I'm saying is I go back towhat I mentioned, even if you're having your own people, do it we're not tryingto train our people so extensively that they're going to be experts in yourindustry? In fact, what we want is quite the opposite: Kah Iit'sinevitable, especially for a lot of the customers. We work with. The veryspecific question is going to be asked about the material, the SpecificationTho size, the fitnent, there's all types of parimeters and capacities thatexist with poilers and other equipment that we work with. So inevitably, avery specific question is going to get asked by the visitor. Our team istrained to say great. Let me have one of our experts get back in touch withyou, an IE, your phone number in email, so we can repond o Qording, that's theconversion, so the name of the game for us is conversion, not answering everyquestion right and that's appropriate use of the channel right. It's Ta, I'mnot quite clear, based on the information presented to me on this webpage, which seems to be the right peweb page. Having checked out the site, Ihave some follow up questions, here's an opportunity to engage with a realhuman being, which is awesome and then to be able to turn it into the nextappropriate thing, which is a scheduled appointment or you know, feeding thiscontact information into the inside...

...sales team or you know bdrsdr whateverthe case, maybe to do that, reach out and connect with people and reallydrive it farther. So good double back for me, a little bit to that pendulumpiece. So that pendulum piece is like language, and this I'm going to callback to a previous episode. I did with an awesome woman named Samantha, stoneand- and I think you're going to have something to share on this, where shealso talked a lot about automation like a lot of AI and machine learning, isactually just automation, we're misusing some of the words, but thatwe're a little bit overreliant on automation and that at some points thereason humans are turning off to it is that we're acting like ther real people.So I just thought I would connect a few of those dots and see. Maybe what you,where you wanted to go farther on that, in terms of you, obviously have astrong bias toward real people. Mat bots bots are hard to do and actinglike a BOT is a person ROM A it's going to be revealed and be it's going to bea turnoff yeah. Absolutely right now, let's say probably every other month wesee conversations come through when ar n your customers chess. Are you but oryou a real person. You know I mean they want that belitter. They want to knowthey're talking to a real human, so we Hav a first hem. You know ee, thatpeople want that human connection. They don't want to talk to robot becausethey know there's just something about the human. We have this therelationship with a business k, because that's what the businesses are made, Oas people no otermation yeah. I want Tagein,especially with a with a a high ticket purchase, complex, say a long timelinelike that trust is a really really big deal. You know if we're talking aboutordering a book on Amazon. I don't need to chat with anybody about Tha exactleand. That's the feedback port Olet me to listen there to because Idon't youknow it's not. There are certain circumstances. I'd say I see it. Maybeonce every few months to where you know we're perfect, there will be people whoget frustrated that the human is not able to answer. A quote. Unquote shouldbe simple question for that particular industry right, so we see frustrationsto on the other end, but it's by far small percentage compared to theconversations we seet on a regular basis where people are perfectly happy,they got addressed by ereal human they're, fine, that their concern hasbeen Hurd and we set the expectation at the end of the chat, Hey someone willbe in touch with you within twelve hours or someone will be in touch withyou within twenty four hours. We set that expectation as long as you do thatwith someone they're going to be happy because they were heard had aconversation and they know what to expect love it. I love that you use themanagement of expectations as a point there I mean. That's also, you knowwhat is I, how could someone reasonably expect that someone who has deep levelexpertise in your particular industry is going to be monitoring live chat?You know like it's. Just not a reasonable expectation and managingexpectation, I think, is the key to keeping people happy. You know thatdisappointment is a function of expectation. You have just a couplemore just maybe helpful, go tos how what are some other things that you see,often where people you know get a kind...

...of tease like a leaky bucket off thetop is, like you know, we're doing: okay, creating opportunities, we'redoing an OK job, moving them through the two or three phases and we'reclosing a reasonable percentage, but like as you're engaging with all thesecompanies that at some significant level of depth in their sales andmarketing process. What are a few like additional, easy winds where you knowif you could just teach five more companies, this one thing it's going tobe just so much more valuable to them sure. So if your straying room of chat,one of the best practices is, if you do deploy a chat, make sure you have ausaly proactive chat or the prodactive feature of a chat and what I mean bythat. Don't just have an icon that says, chat available, make sure that you asystem or a chat platform that will allow you to automatically open up thewindow, not right away. We tycically, we studyd Googl, ing the lytics time onsit and people are on the site for less than two minutes. We're going to pop upthe chat window is about fifteen seconds and the fifteen seconds. Ifthey're on the site for longer than three or four minutes, then we're goingto probably WAI thrty to forty five seconds. Let en get accimated o whatthey're doing but proactively open up the window. THAT'S A game change! Thenext thing is make sure your chat platform allows you to let people start chatting withoutentering their contact information. So many chap plaforms, I see N Thewhen itWens up. It says: INE, your name, an email dress to start the chat, that'sAnona, O o Wen back an I wo reference, marketing experiments, Ond F, thethings that works they used in the conversion process is friction right,don't add, friction to the conversion process. Don't make it difficult forsomeone to have a chat with your chat person, so let them start typing, butthe conversation start as easily as possible. So those two things will getthree to four times as many conversations Goin, the moreconversations you can have t the people on your website, the more values o comefrorat so good. I love that this. This idea that you know some people aren'tready to show you who they are. I mean that's part of this. You know you knowwe're all operating on both sides frankly and this cloak of digitalanonymity, where it's like. Is this? What I want are you who you say you areand all the you know all these things were trying to feel out in this digitalenvironment. Where he's again at we both agree that the pendulum is gone alittle bit too far. One way, and so this this idea that you need to give metwo or three pieces of data before you can even ask me a basic question isjust so nuts on its face and I wonder, like I haven't evaluated a lot of chatplatforms. I'm not really the tools and APPS gy around here, like I have acouple team members that are like all over that stuff, soyou're constantlyresearching and evaluating out. So I don't know how many tools kind ofdefault to asking for that information, but it seems so houneproductive to betoo aggressive in give me some like it's in it, because it's this exchangeof value as o was wondering about this interchanged piece of you know in thetitles. Like you know, I'm going to demand that you give me somethingbefore I even open myself up to give you something in return, which is justthat's not that's not the best way, I don't think to start a relationship anyother, any other like low hanging fruit for folks in terms of an online salesand marketing process. Yosh, I mean...

...make sure you have a website thatdisplays well on mobile. You know, make sure you'R know how many visitors youhave coming to your site and from where I mean the fundamentals, really youknow I like to tell people to take it back to the fundamentals and make sureyou understand. You know whateffer Wherere, you spending time and money onand what is it actually producing? So you know inspect whet. You expectthat's TAT's lowhanging through in today'sw. That's a good quote, inspectwhat you expect. I get that right, yeah yeah, any other tips on adding thehuman element into the especially into this like early stage, digitalsituation, sure so the next detup. So once he conversation takes place withchap that entire track transcript is going to get emailed over to someone inyour team to handle. Okay, make sure you respond quickly. AM I t TI researchwith inside sales years ago and I'm sure that the numbers are still thesaying it if not more aggressive, if they found. If you didn't respond toweb inquiries within the first hour, you were six times less likely to putthat person into the sales process, so sending that another way. If yourespond within the first hour, your six times more likely to put that person inthe sales process, and so what we say to our customers is like Fou Cenrespond within the first ten or fifteen minutes of getting that chat. You WillSen a president of wow and I cant tell you any times. I call people, I get achat from our website. I see it on my phone is croll down I colm within fiveor six seven minutes. I call him like wow. That was fast. That's a goodprecedent O set in a business relationship, especially a lot of your competitors, aren't goingto even call at all right so you're the one that calls within ten minutes, andthen you got a couple, others that may be call a day later, O two days later.Well, there's a subconscious value you bring to the table over those othercompetitors. It's a response time, I think, is another loiging truit. I loveit, I mean it's just it's just. It shows operational competence andimmediately inspires confidence like these people have it going on and whenthey called they actually read the transcript. So we're not starting overthis, I'm sure Thir's. Another huge point of Ustration Oline is, like youknow, is you're talking about the phone tree situation. I was like Yeah Wer. Ihave to put in my account number three times or my pin number twice orwhatever it's like. You know I already gave this to you, should have it and sos a similar thing there, where you know when you reach out byphone or somethingelse that we've seen tbe super helpful because we're getting feedback thatpeople just don't answer their phones like they used to, because there's somuch so much automated Bot, calling frankly ruining everything for the forthe humans that actually want to talk to people and be a value. Pairingpairing, a personal video with a phone call where you refer the video emailand one and the and your Furin, the video emails of the phone call like Hey.You know I'm Nelson. I just left you the voice mail. I want to put a facewith the name. Let you know that I'd love to help you with you know the oneor two most important things from the chat transcript that dramaticallyincreases that that connection off the bat. I noticed in spending a little bitof time on your website that we have a couple core values in common: those arerelationships and fun and Someong t read just two lines off your wesay. Ourmission is to help others reach...

...exceptional levels of success whilehaving fun along the way, and our vision is to build longtermrelationships with individuals and organizations to dramatically increasetheir revenues. Talk a little bit about you know, tha. How big is the team?What you know are these deeply embedded in your culture? Why Fun, along the way,just speak to those kind of human values? Sure I mean we are a lifestylecompany. We believe that, if you're going to go to work every day, you haveto enjoy it. Otherwise, what's the point right, and so he for the longesttime we're not the burvert company either. We didn't really have a missionor evision, so we hard a consultant to kind of help. Guid us, you know, knowall the Turmil and transition yorbing right. We said you know what greatcompanies have e mission. They have it. They have an establishedmission, theyhave their core values, they know who they are, and so you know we hadconsultant come in and kind of work through US and literally within thefirst thirty minutes that mention statement came right out and Jus put onthe whitwor and we all Werke Orid up and down. You know sitting around a bigconference room table, and so you know we just want to make sure that we lovewhat we do every day and then we're helping people. You know it's reallyquite son, because if one of our you know one of our mentors over the years,this is Exigar, and you know one of hise famous bots was: Do you helpenough? Other people get what they want. You'll sure get what you want, notparaphrasing, obviously yeah. We believe in that we're bringing value for helping peopleand it'll all come back around the fun along. The way is super important toyour point and how big is the team. We are eight people, eight full time forOh ow, killer, andthe nwars rely on probably a network ofcontractors and partners that are probably put us toabout, a hundred D,fifty people that we manage for or cor EIG employees yeah. So before I get tothese fun questions, I always close with talk a little bit about how youyou could take this anyway, you want. How do you find your direct employees?You know that that smaller core team that drives a lot of it? How do youfind your preferred network of additional service providers and or howdid you find your consultant for this process? What was that process likeokay, so the people most of our team has been with us for over eight yearsso wee not. We need to regularly add new people and that's just come fromrelationships in the city. You know networe big networkers Wer do a lot ofstuff in communtit community deserve back. So you know the people what havecome to us have been through relationships. We have't usedrecruiters or anything that we work of people that we use glibly. You know forforlotofr other strategies and everything and and for uexcuting ourcampaigns for our customers. This, as just been three years of trials er, andso we're fortunate. Now being really eighteen years in the business I'v beenwith the company. Sixteen years were fortunate. Now that most of ourpartners were found over a decade agos, we have a long in term partners nowthat we've workd with whichs really for us, is truly a value proposition in itof itself, because we're not...

...anexperienca experimentation modeanymore. A lot of these new agencies that are coming up, therthey're, goingto learn the hard way, the things that we've learned is the past coupledecades and it's cool to have relationships for along time, people that have e Chegrity and do they say they're going to andthen does't. You know suck me a little bit more in terms of how we find anwhat we look for those the two things that made more touss than anything. Sowe get peol function reaterviews we can vendors function in rerviews andfunctionl interviews in our world beings really Giveim Tin, test wit, aproject to work on and depending on how they deliver on that project determainsif they fit on our team or O I've hired a ton of writers and producersindirectly with Bomba, but in my in my previous career in local broadcasttelevision, and I would always do the same thing. You know creating theseactivities and then the extra layter that, I would add, is justify yourdecisions right. So you make this sandbox like these are your constraints.Sometimes I would give a deadline off in times I wouldn't jo, see how fastyou're going to turn it around, but then also justify the decision andshare your thought process, and I found that to be pretty revealing to in termsof the way you're going to approach thework. Yor Yeah just Hav any conversation about kind of the thoughtprocess and the way they work right, yeah totally Ke is you know, makingsure they through US making sure that they line w th with our you know, oneto help people e first, because what it does is what'sthe goal in the right place, I think so often we're looking down stream to theend result and losing sight of what actually produces it upstream andputting a lot more time and energy there, and so I'll say what you've beensaying almost from the beginning and the way that we say it around here,which is be of Beavalue, an abundance will follow, whichis again be ofservice, be o value and the results wills take care of themselves. It's arequires a little bit of faith in confidence, but you know it's just awinning position and you can always put your head down on the pillow at nightfeeling, like you know, I'm doing this the right way, osle good at night, yeahawesome! This has been really fun. I love the practical tips. I love yourapproach to restoring the human element. You also did a quick drive by on youknow golden rule, sales and marketing, which is you know, market and cellthings. The way you prefer to be marketed and sold to not that you're acommittee of one but like. Why would you do things that are disrespectful ofother people or treat them like numbers when you would never want that? YourSir Yeah, so a lot of kinship on these themes before I let you go Nelsoncouple, things first gives us someone who ouas been really a value to you inyour life, for your career, give Hem as thanks for a shoutout and do a mentionof a company that you really appreciate for the way that they've treated you asa customer sure so quit easy Allen. WiFS is a brilliant consultant. Is Themillion dollar consultant sommit consulting in he's a amazing consultant he's consulted some of the best companies in the world and we have justover the years lened a tremendous not from him as far as language and beingable to position yourself in a place of...

...authority, an value no in a position ofscarcity and so om wise Ti. Definitely likt get a shut out to him and then, asfar as a company that we absolutely love working with it's come it's goingto be gop back on. There are manufacture of hadrescuvation equipmentand seward truck, just ha big truck with the hose that hangs off the frontand okay into our world. Yeah Hey've been ha client for a well overaDekan and just loyal clients. They truly do enbody and their entireculture n their company is, is communicating and help each other, andyou know, relationships, drive everything. So there they're one OAO,my favorite clients for sure unsung heroes of urban living, even just likeloose Sato. That's, what's so cool about the work that you're doing fromit. You know, I think, when a lot of when I hear be to be marketing like Ilive in this world of, like you know, software and tech, and it's you know,there's a lot of like be to be sales and marketing of software solutions andthings, but you know it's easy to lose Sigdet of the fact that there are allof these companies that have the same challenges that you do as a listener tothis show, if you're working at a you know, a software company is a thereare.All these companies have the same challenge as you. Do they just happento do something more unique or more tangible, so continue success to youand being a service to those folks. If people enjoyed this and they want toknow, you know maybe what event you're speaking at or want to connect with youonline or want to learn more about interchanges. Where would you sendsomeone that wants to follow up on this episode to learn more and connect esisway, just email me, Nilson and interchanges com, easy enough, NelsonBrutan? Thank you. So much for your time on the podcast hope you have agreat afternoon and continue to success to you and your team, an you Broa me. Ienjoyed it clear communication, human connection,higher conversion. These are just some of the benefits of adding video to themessages your sending every day. It's easy to do with just a little guidance,so pick up the official book, Rehumanize Your Business, how personalvideos, accelerate sales and improve customer experience learn more in ordertoday at Bombamcom book, that's Bonb, combcom fuck, thanks for listening tothe customer experience. podcast remember the single most importantthing you can do today is to create and deliver a better experience for yourcustomers, continue. Learning the latest strategies and tactics bysubscribing right now in your favorite podcast player, or visit Bombomcompodcast.

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