The Customer Experience Podcast
The Customer Experience Podcast

Episode · 3 years ago

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


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

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Don't add friction to the conversion process. Don't make it difficult for someone to have a chat with your Jack Person. So let them start typing. Let the conversation start as easily as possible. 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. Hey, if you've been wondering about your sales pipeline, why isn't it more full? Where the leak's? How can I optimize it? Than you are in the right place. Today's guest has built his expertise over decades in lead generation and sales process analysis. For the past sixteen and a half years, he served as the president of interchanges, a digital marketing company that's generated more than one point four billion dollars in revenue for their clients. Nelson Bruton, welcome to the customer experience podcast. Rather be here. Thank you for having me. Yeah, I'm really looking forward to getting into this. are a couple keywords and it's kind of the conversation points that we put together that I'm excited about, including the word human, which is really interesting in this kind of you know, kind of a hard core I think of this is kind of hard corecs on, kind of a soft brand marketer by background, like you know, online legen pipeline. How are we felt following up? How are we creating acceleration through the pipeline? So to have human in that conversations really interesting to me. But before we get into all that, let's start where we always start with, is, you know, as when I say customer experience, what does that mean to you? What does it conjure? Sure, I think you know customer experience oughten to simplify things, and you know, how do you? How do your customers feel doing business with you? Yeah, I think I think it really the customer experiences is answered with a question, interestingly enough, so you know you're talking about. When we're talking about our customer experience in our clients. The common thing that we talked about every Friday it's how our clients feeling right, they're happy and they're having a good time experience. If they're not healthy, well, then there's all types of tactical things you can do or personal things you should do or strategic to get them to be happy. So that's kind of my simplest, simplistic definition of customer experience. Simple is often very powerful. I love that so much. It reminds me of one of my something I've actively been working on for years, which is paying more attention to how I, just as a person, make other people feel and know that there's success in that. And to your point, you know, if it isn't going the way you want to, where people maybe aren't confident or satisfied or Happi or whatever, you start getting into that. But I love leading 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 key indicator of, you know, are we doing this the right way or not? So that's awesome and we adjusted to that probably about seven or eight years ago. We went down the path of hardcore... right and hey, we're throwing all the writing, the lytics, we're doing everything right, all these numbers are right, and still we were having retention issues. And so you know, our CEO he's a great leader, you know, he stood had us, I'll take a step back and said, you know, are you asking this question? Are you happy working with us? And it changed everything because the answers we got and they said, well, you know, not entirely. Well then the next question is will, why? And that opened up the real conversation. So good, and I'm going to be just going to go out on a limb and say that that probably in not too long a period of time, probably a dramatic results from a retention standpoint. Huge. So it also helped us understand better which types of clients we were best suited to serve. Right. So, as you're hearing these themes of like dissatisfied customers are constantly dissatisfied with X, Y and Z, you know, eighty percent of the answers fall into one of those three buckets, like that's not what we do or that's not what we're trying to do. Yeah, so smart. So for context, you know, before we go too much deeper into things like that, can you tell folks about interchanges? What are y'all trying to do? Who Do you serve? Just, you know, give some context so people know how you spent the last sixteen and a half years of your life. Yeah, so, you know, we we pride ourselves and evolution and innovation, and I'll kind of make this story long story short as possible. We started out is just a web design firm, two years before I got there actually, and then about the time I got there, the team was adding, you know, search engine optimization and email marketing and a little bit of content creation, even though it isn't even called content creation back then, and we bundled all that became partner program which is today's digital digital marketing agency, right. So that worked very well. We bungled everything, charge to Ritain your for it, and that worked very well until those space got quite crowded. Then we had to evolve and, you know, be more innovative and we really started getting into the strategic content and marketing automation and nurturing, and then we you know, all this other stuff, the social media, my space and facebook linked in and twitter and all these things. So we started to kind of grow our sphere of capabilities to where we can do everything for somebody when they come to us, and that works really well. We got some really high retainer clients and then you know, we started realizing there's a lot of work that goes into trying to be everything to everybody, and so about five years ago we started shifting back to using Jim Collins methodology from God too great. What is your headshour concept? We realize we're really, really good toblee generation, a couple of siload strategies, and for the past five years that's really where we've been focused. I love it. I was going to ask that as a follow up as, like you know, as you're changing, these are significant strategic shifts. You know, what internal processes do you have in place, a kind of monerate? So, for example, when you felt it, felt the space getting crowded years back and made a shift, they're like, but how do you all organize yourselves and how do you know stay the breast here and kind of make these strategic shifts? Sure, so one of...

...the things we learned from one of our mentors was, and it's really in the sales process, language controls the discussion and the discussion controls the relationship. So we got better with our language in terms of being a commuter, communicator value proposition. We also made a shift to make sure we understood are what are the clients we've been very successful with and with us and stay with us. They were also able to get continuous good results for so a combination of those things. Let us really focus our efforts and energies. It wasn't easy. We certainly made mistakes, but those are kind of some of the peripheral thought processes. I guess that we're going on along the you know, all the shifts that we made. Love it. It's always hard to say no to revenue, but it's like you use the word focus there. It's always hard to say no, we're not going to take that money, but you know that discipline is really what's required to be successful. That focus. I love it. Before we get into the kind of nuts and bolts of it and really get direct on, you know, be tob sales process and some of the things that you're working on and how you're helping folks generate leads interchanges. Is Such an interesting name to me and as I was looking at it and thinking about it and that kind of the work that you do, I thought this could have a specific meaning or it might not. Is there already particular meaning to kind of the work that you do in the name interchanges. So the Internet changes everything, right, and that's kind of where the hybrid work interchanges came from. And so it's actually a DB A pavent company, as EMA trip design, which was the Web Design Company. And so once we started thinking about all these other services that were being stacked onto websites, the internet changes, and so that's we're in interchanges comes from. I take back what I just said. I do have one more question before we get into it. What are types of folks do you tend to win with? Like, who are you serving most effectively the what? What are some of a few key characteristics where you know these are folks that that we can really really benefit and we know that they're going to, you know, fulfill our vision of a long term, successful relationship. Sure the two things this thing out the most people who value sales leads and people who have high ticket out of their selling or a complex sales cycle, long complex sales cycle. So the higher the value their lead of a sale is, then the more they appreciate the work that we do. They want to have to grow. Yeah, of course, yeah, totally, thats the investment that they're making is in you know, the Oportionit to grow. What is complex to you, like what are a few key characteristics of a complex sale? Sure, so, one of our one of our clients is a one world's largest manufacturer of boilers and burners, order systems, order room systems for large hospitals, large manufacturing facilities. So they're sale cycle comp anywhere from eighteen months to thirty six months. But it's a multimillion dollar sale once everything is specked out and installed, you know. So it's longer cycle, probably multiple decision makers, multiple stakeholders and complexity and in probably breaking down the value props specifically, and really is I mean, and that's common answer for that for the that's a more general answer. But, you know, moving to where we are in on what our focus is now, if they are already doing a significant amount or...

...even a little amount of marketing to drive traffic to their website and they value sales leads, we can immediately impact their talk of the phone. Love it. So let's talk about that. You know something that you that you like to think about and talk about and I'm looking forward to talking to about. How to hear is, like, you know, how to, in a very short order, our short timeline, how to double your be tob sales leads. What are you know, when you engage with the company that has, you know, some of the right pieces in place, but you know, there may be not great at generating their B tob sales leads. What are a few ways that you like, if we do this, this and this, we're going to get this thing back on track quickly. Well, I mean number one, you know, shameless plug for you using a service like bombomb to where you can humanize your email. I mean that's another brainer for us. humanizing the website experience. People are probably doing Google ad words or searching engine optimization to drive traffic to a website, and that's the easiest way from our perspective, we can have an impact of their sales pipeline. We say, just have a conversation with the people while they're on your website. We do that via life chat. So that's so we'll talk. You know what, we can talk more about that. The other way that we found very effective be to be space is Linkedin, and both of those where you know, chat is communicating with the visitors that have already found you. They're already on your website, they're in their research mode. Linkedin is going out starting conversations with people who are your prospect who need to be in your pipeline or need to know you exist at a minimum. So let's get into all three of those in order. Let's talk about, you know, what's historically maybe been missing, or at least in recent history. That is the way I see it. I'd love to hear your perspective on you know, why you're recommending video and maybe some other humanizing tactics there. Then we'll move into chat and kind of what you're seeing there, and then we'll move into linkedin and maybe get some best practices for engagement without coming across to sales e or too hot in turning people off, because I've been on the I've been on the receiving end of that and I spend a fair amount of time on Linkedin. So I see a lot of story. You know, there's just a lot of noise. Yeah, yeah, I'd love your best practice tips there. But let's start with video. I mean, thank you again for a for mentioning bomb on there. But you know what, in your in your view and in your experience, kind of what problems does that solve? So you know, one of the things I say when it speak of conferences or too small workshops is the fundamentals of business have not changed over the years, especially in the Bab space. People will always buy from people. That relationship is key, especially in some of our markets like industrial manufacturers or home builders. You know that relationship is key in the sales process. So while the fundamentals haven't changed, people still buy from people. The way in which they come together to start the conversation, that continues to evolve and that's where you have to be able to adapt and try new things within your particular industry, and love of chats of perfect example of that. Yeah, so let's get into so to me, yes, relationship is key. Yes, we're using today's digital tools. No, we're not getting facetoface as often as we...

...could, should, would, and video kind of closes that gap down. I'm sure on a you know, a two million dollar sale that takes twenty two months to close down, you know you're good at someone's getting on an airplane to go visit the client, but you know, to me, video allows you to get facetoface earlier in that relationship so that you can get to that point down the road. And so yeah, I to your point. We think of video, at least in the bombomb context, as kind of the new old way to sell, which is it's old and that it's you, it's another person reaching out to communicating value, being sincere, being honest, being approachable, building trust and or but using today's tools. Let's get to to chat then. So is it? How common do you think good use of life chat is in the BB space right now? It's killer. It's done correctly, it's absolutely it's a game changer. So for our customers, as soon as we launch live chat, we almost every single time we see in the first thirty days we double that. We double the number of request they're getting. So we're putting more AWBORD, double the number of opportunities into the top of their pipeline right out of the gate. How are people staffing that, like? Who are they putting on the other side? Is this like? How much is bought and how much is human, like? How much are you just loading up the BOT with FA QES to create that engage? I like talking Goole. Get real practical there. For folks that are maybe, for example, we were. We had chat in our support site. We've had chat on our website for years, but are have only really recently gotten a lot more serious about it. So for folks like us who are looking to really up our game and a chat standpoint, you know, what do you what have you seen be successful? So the first thing I'll say is you, if you're going to put a chat icon or window on your website, make sure that someone or a Bot is there and available ready to answer the questions. Make sure somebody's available. Bots are quick, easy and cheap if you don't care about the customer experience. But done correctly, take a lot of time and a lot of thought process to think about all the particular if they ask this and what, and all that script building takes a tremendous amount of time if you're going to serve the customer as you would want them, as you would want to be searched. Okay, it's so, and we found you know, if we've done chatbot trials and tests before, as soon as people figure out it's a chat bought, they get annoyed. Just like when you call into a phone tree. You've got to put one for this and three for this, or you've got to wait for the announcement message to play. People get annoyed with automation and that's the trend that's happening now is that people are learning for that human connection again, because we went so far down the pendulum of automation and bots. Right now. We've been doing live human chat for sixteen years right. We have ever let it get away from us. We dabbled and tested with the BOTS, specially in social media, the at responders, email, a lot of responders, but we get such a higher response rate with a human. And so the... question to you know, to your things. The next answer to your question. You know, how do you staff it? Well, a lot of our customers are I don't say a lot. Some of our customers staff and chat with dedicated inside sales reps during their office hours and we staff it after we actually what makes us different is we actually provide people, real humans, twenty four seven. So we don't just provide the chast software, we also provide the chat people seven for our customers and up to five different languages. So that's something that really makes us. You make but at a minimum, if you're going to try chat, and there's plenty of software is out there, whether it's o Lark or drift or up spot even has their free chat software. There's chats offwaers, essentially free, you know what I mean. Put It on your site. Then that is the next big hurdle is how do we staff? I wouldn't suggest doing ai unless you have a team that can really dedicate theirselves to every complex question and scenario that might come up. So that leaves you with having your inside sales people staff it. Well, then there's a training regiment that you're going to have. Now good news about having your inside sales people do it is if something comes up, they can immediately take the question offline. They that they are able to recognize when it's an opportunity to take the question offline. Conversely, they also know how to answer some of the more technical questions because they're inside sales, so they can actually have a longer, more detail chat conversation. Best practice, though, with chat you don't want to try to sell over chat. You want to try to get the conversation to a point to where this there's a qualified person raising their hand who's further forearms along the research process. Great, let's schedule a call to continue this conversation further so we can have a schedule a lot of amount of time, because you never know if someone you get down a chair and the person might be, you know, just about to Google meeting, that they just happen to be on your side and miss lastminut of research. You having a great conversation. I going to go boom right with chat. We say if you're going to staff at yourself, make sure your team is trained not to go into too much with the sales process over chat. Get the phone number, get an email and it schedule something to go through your normal sale process. So the one thing that came to mind immediately is I'm as I'm walking out, and that was a really good passage there. You know, if you are a company and you're going to have real humans representing you that are not your own inside sales reps, that obviously is easier to deploy. It covers multiple languages, as you already observed, and it covers multiple time zone, so you know people are real humans are still chatting with people on the other side of the world while you're sleeping. A number of benefits. Talk a little bit about the curve there in terms of the training, like what does it take to like if you were you know whether you're going to do it where they're going to outsource that P's are there going to work with a company like yours, like how do you build that relationship with the clients so that the client feels like the people that that are not their team members but are representing their product and trying to maybe feel calendars or generate qualified leads or whatever, you know, and report those back in? What does that look like from a training standpoint? Sure it's so. Our training standpoint, we send our customers a two page question are they fill... out? Once they fill it out and send it to us, our team reviews that and we review every page of their website. We develop the initial script. That takes us about a week. We send them an initial script to our customers. They then review and revise it and send it back to us and then our team trains for about a week and a half on a site, just practicing. Okay, going through, you know, use case scenarios based on the script that was developed. And then we said okay, our teams ready. We send a couple lines of code to our client to copy and paste on their website. All right, so that's the first part of the training. Quote Unquote. Okay, then the next thirty days that we're live, two seven, we're going through and having conversations with their website customers. Now and answer your other question, because that is a big concess the number one concern objection that I get every single time we talk to a customer. So this is the training is a week and a half of our team training and that thirty days really is a training session because there's no way we can prepare for the actual conversations that are going to take place. So we tell our customers as soon as we go live and you start seeing chats come through, give us feedback. If you give us you back. This was terrible. Never say this again. Here's the answer you should have given. Within twenty four hours, we change the script so we're on the ball during that first thirty days, so that thirty days we dial in the script that first thirty days, as long as we're getting feedback from our customers, and I would say fifty percent of the time there's very little feedback. We get it because we train so well and we've been doing this for so long. The other fifty percent of the time there's a lot of questions that we didn't anticipate us or the client, and so that thirty days gives down a lot of hate. Do this, say this instead, said this instead this. Someone was textbook great job. We ask for good feedback to so that feedback really is the real training during that first dirty days. Now what's cool is if clients not happy with the results after that first thirty days, we give a hundred percent refund. So we make it risk free. All the training, everything, we make it risk free. But you know, the one thing I'll say is, and I'll go back to what I mentioned, even if you're having your own people do it, we're not trying to train our people so extensively that they're going to be experts in your industry. In fact, what we want is quite the opposite. Okay, it's inevitable, especially for a lot of the customers we work with. The very specific question is going to happy asked about the material, the specification to size, the fitnest. There's all types of parameters and capacities that exist with boilers and other equipment that we work with. So inevitably a very specific question is going to get asked by the visitor. Our team is trained to say great, let me have one of our experts get back in touch with you. Can I have your phone umber an email so we can respond acording? Boom, that's the conversion. So the name of the game for us is conversion, not answering every question right, and that's appropriate use of the channel. Right it's to I'm not quite clear based on the information presented to me on this web page, which seems to be the right pad web page. Having checked out the site. I have some follow up questions. Here's an opportunity to engage with a real human being, which is awesome, and then to be able to turn it into the next appropriate thing, which is the scheduled appointment or, you know, feeding this contact information into the inside sales team,...

...or or, you know, Betr Sdror, whatever the case may be, to do that, reach out and connect with people and really drive it farther. So good. Double Back for me a little bit to that pendulum piece. So that pendulum piece is like language in this I'm going to call back to a previous episode I did with an awesome woman named Samantha Stone and, and I think you're going to have something to share on this, where she also talked a lot about automation, like a lot of ai and machine learning, is actually just automation. We're misusing some of the words, but that we're a little bit overreliant on automation and that at some points the reason humans are turning off to it is that we're acting like they're real people. So I just thought I would connect a few of those dots and see maybe what you were you wanted to go farther on that in terms of you obviously have a strong bias toward real people, not bots. Bots are hard to do and acting like a BOT is a person from a it's going to be revealed and be it's going to be a turnoff. Yeah, absolutely. Right now it's say, probably every other month we see conversations come through when are in your customers chest. Are you about or are you a real person? I mean they want that the little they want to know they're talking to a real human. So we have a first you know, is that people want that human connection. They don't talk to robot because they know there's just something about the human. We have this the relationship with a business scheme, because that's what the businesses are made of, as people, not automation. Yeah, one again especially with a with a high ticket purchase, complex sale, long timeline like that. Trust is a really, really big deal, you know, for talking about ordering a book on Amazon. I don't need a chat with anybody about that exactly. And that's the feedback support. Let me, let me get to this in there too, because I don't want to you know, it's not there are certain circumstances. I'd say I see it maybe once every few months to where you know we're not perfect. There will be people who get frustrated that the human is not able to answer a quote unquote, should be simple question for that particular industry. Right. So we see frustrations to on the other end, but it's by far a small percentage compared to the conversations we seen a regular basis where people are perfectly happy they got addressed by a real human they're fine that their concern has been heard and we set the expectation of the end of the chat. Hey, someone will be in touch with you within twelve hours or someone will be in touch with you within twenty four hours. We set that expectation and as long as you do that with someone, they're going to be happy because they were heard, had a conversation and they know what to expect. Love it. I love that you use the management of expectations as a point there. I mean that's also you know, what is it? How could someone reasonably expect that someone who has deep level expertise in your particular industry is going to be monitoring live chat? You know, like it's just not a reasonable expectation, and managing expectation, I think, is the key to keeping people happy. You know that disappointment is a function of expectation. Do you have just a couple more just maybe helpful go toos? How what are some other things that you see often where people, you know get, I kind of tease, like a leaky...

...bucket off the tap as? Like you know, we're doing an okay creating opportunities, we're doing an okay job moving them to the two or three phases and we're closing a reasonable percentage. But like, as you're engaging with all these companies at some significant level of depth in their sales and marketing process. What are a few like additional easy wins where you know, if you could just teach five more companies this one thing, it's going to be just so much more valuable to them. Sure, so you know. Staying the room of chat. One of the best practices is, if you do deploy a chat, make sure you have a use a proactive chat or the proactive feature of a chat. And what I mean by that don't just have an icon that says chat available. Make sure that you a system or a chat platform that will allow you to automatically open up the window. Not right away. We typically we study googlingly it's time on site and people are on the site for less than two minutes, we're going to pop up the chat window in about fifteen seconds and the fifteen seconds. If they're on the site for longer than three or four minutes, then we're going to probably wait three to forty five seconds, let him get acclimated to do what they're doing, but proactively open up the window. That's a game changer. The next thing is make sure your chat platform allows you to let people start chatting without entering their contact information. So many chap flat forms I see and they when it opens up, it says in your name and email address to start the chat. That's a no no. I'm back in a WIG reference marketing experiments. One of the things that words they used in the conversion process is friction. All right, don't add friction to the conversion process. Don't make it difficult for someone to have a chat with your Jack Person. So let them start typing, let the conversation start as easily as possible. So those two things will get three to four times as many conversations going and more conversations you can have with the people on your website, more value that come from it. So good. I love that. This this idea that you know some people aren't ready to show you who they are. I mean, that's part of this, you know. You know we're all operating on both sides, frankly, and this cloak of digital anonimity where it's like, is this what I want? Are you who you say you are? All that, you know, all these things were trying to feel out in this digital environment where he's again at we both agree that the pendulum is gone a little bit too far one way. And so this this idea that you need to give me two or three pieces of data before you can even ask me a basic question. It's just so nuts on its face and I wonder if, like I haven't evaluated a lot of chat platforms I got. I'm not really the tools and APPS guy around here, like I have a couple of team members that are like all over that stuff so constantly researching and evaluating. So I don't know how many tools kind of default to asking for that information. But it seems so counterproductive to be too aggressive in give me something like it's in it, because it's this exchange of value. So it's wondering about this interchange piece of you know in the titles, like you know I'm going to do, man, that you give me something before I even open myself up to give you something in return, which is just that's not that's not the best way, I don't think, to start a relationship at any other any other like lowhanging fruit for folks in terms of an online sales and marketing process. Josh, I mean...

...make sure you have a website that displays well on mobile, you know, make sure you're know how many visitors you have coming to your site and from where. I mean the fundamentals really, you know, I like to tell people to take it back to the fundamentals and make sure you understand, you know, what efforts where you spending time and money on and what is it actually producing. So you know, inspect what you expect. That's that's low hanging fruit in today's that's a good quote. Inspect what you expect. They get that right. Yeah, yeah, any other tips on adding the human element into especially into this like early stage digital situation? Sure. So, the next steps? So once a conversation takes place with chat, that entire chat transcript is going to get emailed over to someone in your team to handle. Okay, make sure you respawned quickly. Might did research with inside sales years ago and I'm sure the numbers are still the same, if not more aggressive. If they found if you didn't respond to web inquiries within the first hour, you were six times less likely to put that person into the sales process. So, sending that another way, if you respond within the first hour, your six times more likely to put that person in the sales process. And so what we say to our customers is like, if you can respond with in the first ten or fifteen minutes of getting that chat, you will say a president of wow. And I can tell you many times I'd call people. I get a chat from our website, I see it on my phone, I scrolled down a calm then five, six, seven minutes, I call him like wow, that was fast. That's a good precedent to say in a business relationship, especially a lot of your competitors aren't. You even call it. All right, so you're the one that calls within ten minutes and then's got a couple others that maybe call a day later or two days later. Well, there's a subconscious value you bring to the table over those other competitors. To a response time. I think is another low hanging fruit. I love it. I mean it's just, it's just. It shows operational competence and immediately inspires confidence. Like these people have it going on and when they called they actually read this transcript. So we're not starting over this. I'm sure. That's another huge point of frustration. I'd line is like, you know, as you're talking about the phone tree situation, I was like, yeah, we're have to put in my account number three times or my pin number twice or whatever. It's like, you know, addy gave this to you should have it, and so so. Similar thing there where you know when you reach out by phone or something else, that we've seen the super helpful because we're getting feedback that people just don't answer their phones like they used to, because there's so much, so much automated bat calling, frankly ruining everything for that, for the humans that actually want to talk to people and be a value. Pairing, a pairing a personal video with a phone call where you refer the video email and one in the end, your fur in the video email to the phone call, like Hey, you know, I'm Nelson. I just left you the voicemail. Want to put a face with the name. Let you know that I'd love to help you with you know, the one or two most important things from the chat transcripted dramatically increases that that connection off the bat. I noticed in spending a little bit of time on your website that we have a couple core values in common. Those are relationships and fun, and soone to read just two lines off your website, our mission is to help others reach exceptional levels of success...

...while having fun along the way, and our vision is to build long term relationships with individuals and organizations to dramatically increase their revenues. Talk a little bit about you know, the 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 lifestyle company. We believe that if you're going to go to work every day, you have to enjoy it. Otherwise what's the point, right? And so for the longest time we're not a perfect company either. We didn't really have a mission or a vision. So we are to consultant to kind of help guide us, you know, all the term wil and transition. We're doing our we said, you know what great companies have a mission. They have it, they have an established mission, they have their core values, they know who they are. And so, you know, we had consultant coming in and kind of work through US and literally within the first thirty minutes that mentioned statement came write out and put on the white word and we all were our head up and down, you know, sitting around a big conference room table, and so, you know, we just want to make sure that we love what we do every day. And they were helping people. You know, it's really quite simple because it's in one of our you know, one of our mentors over the years is exigler and one of his famous quotes was doing help enough other people get what they want, you'll sure get what you want, and I'm paraphrasing obviously. Yeah, we believe in that. We're bringing value for helping people and it'll all come back around. The Fun along the way is super important. To your point. And how big is the team? We are eight people, eight full time employee wow killer, and the ends. We rely on probably a network of contractors and partners that are probably put us about a hundred and fifty people that we manage from our core eight employees. Yep. So before I get to these fun questions, I always close with talk a little bit about how you need to take this any way you want. How do you find your direct employees? You know that that smaller core team, that that drives a lot of it. How do you find your your preferred network of additional service providers and or how did you find your consultant for this process? What was that process like? Okay, so the people who most of our team has been with us for over eight years. So we don't we need to regularly add new people and that's just come from relationships in the city, you know, network, big networkers. We're do a lot of stuff from community, community to serve backs of you know, the people that have come to us. have been three relationships. We have used recruiters or anything the network of people that we use globally, you know, for for a lot of other strategies and everything, and and for you executing our campaigns, for our customers. Those just been three years of trials and error, right and so we're fortunate now being really eighteen years in the business, oven with the company, sixteen years. We're fortunate now that most of our partners were found over a decade ago. So we have a long term partners now that we've worked with. It's really for us is truly a value proposition in and of itself, because we're not... experiment experimentation mode anymore. A lot of these new agencies that are coming up there learn, they're going to learn the hard way. The things that we've learned is a past couple decades and it's it's cool to have relationships for a long time with people that have integrity and do they say they're going to and then, as you know, talking a little bit more in terms of how we find them and what we look for. Those the two things that need more to us than anything. So we give people functional interviews. We can venders functional interviews, and functional interviews in our world means going to give a little test, little project to work on, and depending on how they deliver on that project determines if they fit on our team or not. I've hired a ton of writers in producers indirectly with Bombomb, but in my in my previous career in local broadcast television, and I would always do the same thing, you know, creating these activities. And then the ACTRA layer that I would add is justify your decisions right, so you make the sandbox like thesier constraints. Sometimes I would give a deadline, often times I wouldn't to see how fast you're going to turn around, but then also justify the decision and share your thought process, and I found that to be pretty revealing to in terms of the way you're going to approach the work. Sure, yeah, it just had any conversation about kind of the thought all says in the way they work right? Yeah, totally. The key is making sure they for us, making sure that they ligne with with our no want to help people others first, because what it does is puts the goal in the right place. I think so often we're looking down stream to the end result and losing sight of what actually produces it up stream and putting a lot more time and energy there. And so I'll say what you've been saying almost from the beginning in the way that we say it around here, which is be of be of value in abundance will follow, which is again be of service, be of value, and the results will is take care of themselves. It's a requires a little bit of faith and confidence, but you know, it's just a winning position and you can always put your head down on the pillow at night feel like you know I'm doing this the right way. Lesly, good at night. Yeah, awesome. This has been really fun. I love the practical tips. I love your approach to restoring the human element. You also did a quick drive by on you know golden rule sales and marketing, which is, you know, market and sell things the way you prefer to be marketed and sold to. Not that you're a committee of one, but like, why would you do things that are disrespectful of other people or treat them like numbers when you would never want that, you're sir. Yeah, so a lot of kinship on these themes before I let you go, Nelson, couple things. First, gives us someone who use been really a value to you in your life or your career, given thanks or a shout out and and do a mention of a company that you really appreciate for the way that they've treated you as a customer. Sure, so, quite easy. Alan Weiss is a brilliant consultant. Is a million dollar consultant. Some it consulting, and he's a amazing consultant. He's consulted some of the best companies in the world and we have just over the years, learn to tremendous amount from him as far as language and being able to position yourself as in...

...a place of authority and value, not in a position of scarcity. And so Holl'm wise. I definitely give a shout out to him. And then, as far as a company that we absolutely love working with, it's come. It's going to be called Bacon. There are manufacture of hydro excubation equipment and sewer trucks, just the big trucks with the hose that hangs off the front. And okay, to our world. Yeah, they've been a client for well over a decade and just loyal clients. They truly do and body and in their entire culture in their company is communicate and help each other and your relationships drive everything. So there they're one of my favorite clients for sure, unsung heroes of urban living. evench just like lose sight of. That's what's so cool about the work that you're doing from it. You know, I think when a lot of when I hear be to be marketing, like I live in this world of, like, you know, software and tech and it's you know, there's a lot of like be be sales and marketing of software solutions and things. But you know, it's easy to lose sight of the fact that there are all of these companies that have the same challenges that you do. As a listener to this show, if you're working at a you know, a software companies, they're all these companies have the same challenge as you do. They just happen to do something more unique or more tangible. So continue to success to you and being a service to those folks. If people enjoyed this and they want to know you know, maybe what event you're speaking at, or want to connect with you online or want to learn more about interchanges. Where would you send someone that wants to follow up on this episode. To learn more and connect this way, just the email me, Nelson at interchangescom. Easy enough. Nelson Bruton. Thank you so much for your time on the podcast. Hope you have a great afternoon and continue success to you and your team. Thank you for having me. Enjoyed it. 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 your customers. Continue Learning the latest strategies and tactics by subscribing right now in your favorite podcast player or visit Bombombcom podcast.

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