The Customer Experience Podcast
The Customer Experience Podcast

Episode · 2 years ago

43. 3 Ways To Win With The SaaS Sales Method w/ Ethan Beute


Everyone in your organization should be selling. 

All the time.

At least, that’s what I learned from Jacco vanderKooij, the founder and CEO of Winning By Design. And, I’d have to say I whole-heartedly agree with him.

On this episode, I talk about:

  • The best ways to differentiate your brand
  • The anti-silo approach
  • Creating scalable processes
  • Delivering impact on a constant basis

Resources I mention:

Check out our podcast on Apple Podcasts, or on Google Podcasts/Google Play, or Spotify and even on Stitcher.

We need to constantly be deliveringimpact and evolving and expanding the impact that we're providing for ourcustomers. 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, achieve desired outcomes and exceed customer expectations in apersonal and human way. This is the customer experience podcast, here'syour host, eath and Beaute, Hey because you're listening to this show, I knowthat you already understand how important the customer experiences- andyou probably understand that it's made up of every single touchpoint, that acustomer or future customer might have with any of your people any of yourcollateral, your website, all of these various places they can interact withyou and the customer experience is comprised of the thoughts, feelings andstories that they're left with after...

...those interactions. So we need to worktogether throughout the entire organization, from sales to marketing,to Cs from the front desk to the sea suite to do this in a ligned,intentional and holistic way. It's the best way to differentiate ourbusinesses and it's the best way to grow our businesses. My name is Ethan Bute. I host thecustomer experience podcast and I co host the BTO B growth show specifically,I host the CX series on the show and in this short episode, I'm going to offerto you a very valuable resource that I recently came in touch with. Sorecently I went to New York City with one of our cofounders at Bombom DarenDawson, who, by the way, is a previous guest here on the show and thegentleman I've had the privilege of working longer with than any otherprofessional in my entire career. So we had ED, I New York to the unleashsummit series from outreach awesome company. We have a great softwareintigration with them, really sharp... great product, growing, veryquickly, good people, so we went to their event and they offered anexecutive breakfast now daren and I didn't really know what that breakfastwas going to be about, but hey it's breakfast and it's probably going to befun and interesting and educational will probably meet a couple cool people.All of that happened, but when we got there we realized it was one of thosekind of soft Edgu sales pitches and, interestingly, I could not have beenany happier about it. Typically, when you get into these experiences, you sayI see what's coming in this case. The host of the breakfast opened it up byfielding fifteen or twenty minutes of questions to provide value, demonstratehis expertise, syndicate, emotional and cognitive buyin from the thirty or sopeople in the room, and he did a masterful job of it. This guy's name isJack O' Van Dercoy, he's with winning by design they consult Sass companieslike ours and are advancing an evolution of the sales and CS processcalled the SASS sales method. So what...

I'm going to do here? I share a few keypoints and then send you off maybe to order a book or check out their YoutubeChannel, which of course, is absolutely free and loaded with value. Now, ifyou've seen Jako present before you've, probably recognized it he's got a verydistinct style of presentation, I find it engaging, but even if you don't, youhave to value the content, it's so good. Who is it relevant to in their ownwords as anyone who works with customers, I'm going to quote them fromone of the books that I've read. Everyone in the organization must sellall the time they must work to uncover and realize more business impact forthe customer all the time. So every employee, all the time for the benefitof the customer, sounds a lot like customer experience to me. Anotherquote: The SAS sailes method offers a new uniform methodology for allcustomer facing roles in businesses with a recurring revenue model. Ofcourse we know the recurring revenue...

...model is far beyond SAS, so manybusiness models are going recurring, so even if you're, not in a softwarecompany, this applies to you and for those customer facing roles theyinclude, but are not limited to marketing prospecting, selling,customer success and account management. The approach is very Antisilo, and Isee this as foundational. To my view of customer experience, one of the reasonsI host the show and enjoy it. So much is that I'm looking to create thatalignment learn how other people are doing it well, so we can tear downthose silos a little bit and work more crossfunctionally, all for the benefitof the customer, so this information is relevant to anyone who works withcustomers. What's the goal of this method, it is in their words tostandardize the entire customer facing relationship. It's all about processrather than people as we scale our businesses. Theproblems that we tend to face are almost always process based and wetypically rely on superstars people to...

...bail us out of them. Leaning onsuperstars is awesome, but what it does is allow us to delay the refinement ofour processes and our processes must be repeatable and data driven. We have tospend time standardizing and again, in their words the entire customer facingrelationship so that what we're doing at smaller medium scale is going to bevery cost effective at large scale. These processes can't be built soonenough and we cannot rely exclusively on people to be successful, especiallyits scale. Finally, what's the challenge here, it's constantly showingthe impact of the solution we provide in a way that is coordinated andongoing. We need to constantly be delivering impact and evolving andexpanding the impact that we're providing for our customers. SASS, ofcourse, changes the revenue relationship most of the revenue andactually most of the profitability, is...

...going to come after the commitment toour company from the Byer side right it used to be that you'd sell the productand you sold it at a margin such that it was immediately profitable. So youtake that revenue and take that profit. Recurring revenue relationships put alot of the revenue that we're going to collect and, ultimately theprofitability on the backside of that commitment right, so we're creatingawareness were educating, we're, helping people select us and thenthey're making that commitment back in the day that commitment or the closheswas what business was all about here. That's just the first big hurdle in anongoing relationship retention cross hell, upcell expansion. This is wherethe relationship becomes profitable, especially when you factor in not justthe cost of acquisition, but also the cost to serve. So what do they mean byimpact impact is usage, its value. It's...

...ultimately return on the buyers,investment in your product or service. We need to constantly show the impactin a coordinated and ongoing way. We need to find the moments that matter tothe customer, identify those and overdeliver in thosemoments. So those are just a few really highlevel. Takeaways FROR, my initial engagement with this content. There area number of books and even playbooks. I highly recommend, starting with salesas a science, if you just Google winning by design or Jackovandrecoyyou're, going to find these books. If you want to know, cost no risk way toget involved immediately. They have a really powerful youtube channel you're,going to find at least one or two playlist there that you're going tofind value in they update every single week, just search winning by design andYoutube or check out winning by designcom. Of course, I'm not paid tosay any of this. I just had a great experience on the spot with those folks,I met several of their team members...

...checked out some of the youtube videosread a couple of the books and found it really really valuable in this ongoingand evolving customer experience conversation. How do we createalignment, the intentional and take a holistic approach to creating anddelivering better experiences for our customers? That's what this podcast isall about. I would love for you to subscribe, just search the customerexperience podcast in your favorite podcast player. If you have the time,patience and inclination, I'd love for you to give it a rating or even areview, my name is Ethan Baute. You can hit me up on Linkdin. I welcome theconnection and I thank you so much for listening, clear communication, humanconnection, higher conversion. These are just some of the benefits of addingvideo to the messages your sending every day. It's easy to do with just alittle guidance, so pick up the official book. Rehumonize your business,how personal videos, accelerate sales and improve customer experience learnmore in order today at Bombamcom Boock,...

...that's Bom, B. Tomvcom book, thanks forlistening to the customer experience podcast remember the single mostimportant thing you can do today is to create and deliver a better experiencefor your customers, continue learning the latest strategies and tactics bysubscribing right now in your favorite podcast player, or visit Bombomcompodcast.

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