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 delivering impact and evolving and expanding the impact that we're providing for our customers. 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, because you're listening to this show. I know that you already understand how important the customer experience is and you probably understand that it's made up of every single touch point that a customer or future customer might have with any of your people, any of your collateral, your website, all of these various places they can interact with you, and the customer experience is comprised of the thoughts, feelings in stories that they're left...

...with after those interactions. So we need to work together throughout the entire organization, from sales to marketing, to see us from the front desk to the sea suite, to do this in aligned intentional and holistic way. It's the best way to differentiate our businesses and it's the best way to grow our businesses. My name is Ethan Butte. I host the customer experience podcast and I cohost the B tob growth show. Specifically, I host the CX series on the show and in this short episode I'm going to offer to you a very valuable resource that I recently came in touch with. So recently I went to New York City with one of our cofounders at bombomb Darren Dawson, who, by the way, is a previous guest here on the show and the gentleman I've had the privilege of working longer with than any other professional in my entire career. So we headed to New York to the unleashed summit series from outreach, awesome company. We have a great software integration with them. Really sharp..., great product growing very quickly, good people. So we went to their event and they offered an executive breakfast. Now, Darren and I didn't really know what that breakfast was going to be about, but hey, it's breakfast and it's probably going to be fun 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 those kind of soft edge you sales pitches and, interestingly, I could not have been any happier about it. Typically, when you get into these experiences you say, Oh, I see what's coming. In this case, the host of the breakfast opened it up by fielding fifteen or twenty minutes of questions to provide value, demonstrates expertise and to get emotional and cognitive buying from the thirty or so people in the room, and he did a masterful job of it. This guy's name is Jacko Vander Koi. He's with winning by design. They consult SASS companies like ours and are advancing an evolution of the sales and CS process called the SASS sales method.

So what I'm going to do here is share a few key points and then send you off, maybe to order a book or check out their Youtube Channel, which, of course, is absolutely free and loaded with value. Now, if you've seen Jacko present before, you've probably recognized if he's got a very distinct style of presentation. I find it engaging, but even if you don't, you have to value the content it's so good. Who is it relevant to? In their own words, as anyone who works with customers. I'm going to quote them from one of the books that I've read. Everyone in the organization must sell all the time. They must work to uncover and realize more business impact for the customer all the time. So every employee, all the time for the benefit of the customer. Sounds a lot like customer experience to me. Another quote. The SASS sales method offers a new, uniform methodology for all customer facing roles in businesses with a recurring revenue model.

Of course, we know the recurring revenue model is far beyond Sas so many business models are going recurring. So even if you're not in a software company, this applies to you and for those customer facing roles, they include, but are not limited to marketing, prospecting, selling, customer success and account management. The approach is very anti silo and I see this as foundational to my view of customer experience. One of the reasons I host the show and enjoy it so much is that I'm looking to create that alignment, learn how other people are doing it well so we can tear down those silos a little bit and work more cross functionally, all for the benefit of the customer. So this information is relevant to anyone who works with customers. What's the goal of this method? It is, in their words, to standardize the entire customer facing relationship. It's all about process rather than people. As we scale our businesses, the problems that we tend to face are almost always process...

...based and we typically rely on superstars. People take bail us out of them. Leaning on superstars is awesome, but what it does is allow us to delay the refinement of our processes, and our processes must be repeatable and data driven. We have to spend time standardizing and, again, in their words, the entire customer facing relationship so that what we're doing at smaller, medium scale is going to be very cost effective at large scale. These processes can't be built soon enough and we cannot rely exclusively on people to be successful, especially at scale. Finally, what's the challenge here? It's constantly showing the impact of the solution we provide in a way that is coordinated and ongoing. We need to constantly be delivering impact and evolving and expanding the impact that we're providing for our customers. Says, of course, changes the revenue relationship. Most of the revenue and actually most of the profitability is going to come after...

...the commitment to our company from the buy your side, right. It used to be that you'd sell the product and you sold it at a margin such that it was immediately profitable. So you take that revenue and take that profit. Recurring revenue relationships put a lot of the revenue that we're going to collect and ultimately the profitability on the backside of that commitment. Right. So we're creating awareness, we're educating, we're helping people select us and then they're making that commitment. Back in the day, that commitment, or the close, was what business was all about here. That's just the first big hurdle in an ongoing relationship. Retention, Cross sell, upsell, expansion. This is where the relationship becomes profitable, especially when you factor in not just the cost of acquisition but also the cost to serve. So what do they mean by impact? Impact is usage, its value. It's ultimately return on the buyers...

...investment in your product or service. We need to constantly show the impact in a coordinated and ongoing way. We need to find the moments that matter to the customer, identify those and overdeliver in those moments. So those are just a few really high level takeaways from my initial engagement with this content. There are a number of books and even play books I highly recommend starting with sales as a science. If you just Google winning by design or Jacko Vander Koi, you're going to find these books. If you want to know cost, no risk, way to get 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 to find value in. They update every single week. Just search winning by design and Youtube or check out winning by designcom. Of course, I'm not paid to say 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 videos, read a couple of the books and found it really, really valuable. In this ongoing and evolving customer experience conversation, how do we create alignment, be intentional and take a holistic approach to creating and delivering better experiences for our customers? That's what this podcast is all about. I would love for you to subscribe. Just search the customer experience podcast in your favorite podcast player. If you have the time, patients and inclination, I'd love for you to give it a rating or even a review. My name is Ethan Butte. You can hit me up on Linkedin. I welcome the connection and I thank you so much for listening. 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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