The Customer Experience Podcast
The Customer Experience Podcast

Episode · 1 year ago

68. Creating & Delivering Better Buying Experiences with Video w/ Josh Fedie


The customer experience often starts at or near the buying experience. So, today, we’re talking about creating and delivering better buying experiences. 


Every one of us experiences some version of buyer’s remorse every time we make a purchase. Strategizing about creating a buyer’s experience not just to mitigate the buyer’s remorse but to empower the buyer is a huge component of customer experience.


Our guest brings more than 20 years of sales and marketing experience in digital marketing and tech, most often as the Director of Business Development but also as a two-time company founder. He founded his latest company, SalesReach, because “buyers have changed, salespeople matter, and marketing shouldn’t have all the fun.”


In this episode, I interview Josh Fedie, Founder at SalesReach and host of The Founders Mentality, about crafting his company to make better buying experiences..


What we talked about:

- Customer experience has to do with feelings

- 2 ways to think about personalization

- Product-driven organization vs. a sales- and marketing-driven organization

- Strategies for getting started with video


Check out these resources we mentioned during the podcast:

- Josh’s LinkedIn video about video

- Ep. 40, “The Biggest Transformation in Prospecting in 30 Years,” w/ Dan Tyre

Subscribe, listen, and rate/review the Customer Experience Podcast on Apple Podcasts, Spotify, Google Play or Google Podcasts, and find more episodes on our blog.

It's the feeling that people have whenthey work with you. For me, and for me that is absolutely everything. The single most important thing you can do today is to create and delivera better experience for your customers. Learn how sales, marketing and customer successexperts create internal alignment, achieved desired outcomes and exceed customer expectations in a personaland human way. This is the customer experience podcast. Here's your host,Ethan Butte. The customer experience often starts at or near the buying experience,so today we're going to be talking about creating and delivering better buying experiences.Our guest brings more than twenty years of sales and marketing experience in digital marketingand tech, most often as director of business development, but also as atwo time company founder. So why did he found his latest company, salesreach? In his words, because buyers have changed sales people matter and marketingshouldn't have all the fun. Josh feedy, welcome to the customer experience podcast.Hey, thanks for having me on you. If, then, youdid your homework before this one, that was good. Well, linkedin makesit easy, and you know I do spend time in advance like I wantto have good conversations, that I want to feel a little bit like Iknow you before we start talking. A It's a show of respect to youfor sharing your time and expertise with me and listeners. But be it makesit a little bit more fun and, well, some ways, easier todo as well. So, yeah, thank you for noticing. Yeah,and it's easier than ever. It's srecially for someone like use publishing a lot. which brings me to collect before we get into CX, before we getgoing, I was watching episode four of your new video series on the rocks. Yeah, and you mentioned a few people I really like, Chris Lindell, todd hockenberry and a previous guest on this podcast, Dan Tire. Yeah, Spot. So I thought, just to warm it up, could youtell me a story about one of those guys? Yeah, and bonus pointsif it has a CEX angle. It doesn't happen. Dan Tire is oneof my favorite people in the world. If I'm being totally honest, andI've said this before, some people probably think all that, Josh, he'sa he's a broken record, but I believe in giving respect for respect isdo. I would not have started the business that I started today without Dantire and I mean that with every ounce of my being. He was theperson that was giving me the sales training on the hub spot platform. Iwas going through Dan Tires hy in boot camp. I can't remember the exactname of it, but he was super inspiring it. As we're going throughall this training, it brought to light a product that I had created manyyears ago for myself with no intentions of ever product tising it. Didn't reallysee that there was a need for it in the market place. But asI was going through the training through hub spot, I realized that the thingI had created was a huge gap in the market place. It wasn't somethingthat hub spot was offering. I started digging around to see who else wasmaking it and at the time no one was really making it. And soI flew out to Boston and asked Ann. I said, look, I justneed fifteen, maybe thirty minutes with you. I just want to showyou the MVP of what I had built ten years ago and I want totell you what I plan to do with it. I just need someone tovalidate this one and that meeting did a lot for me he validated the ideaalmost immediately. He did not agree to be an investor, which was finebecause it also taught me how to properly try to raise money very quickly.But he has stayed available to me ever since that day, just over twoyears ago. I have his link to his calendar. He's made it veryclear I can grab any time with them whenever I want to talk to him, and I've used that to my benefit to continually utilize him as an unofficialadvisor in my business, and it's been it's been invaluable, honestly. That'sawesome. I'm so glad I asked that. And he's definitely one of those guysthat walks his talk. Of course he's got a mountain of energy.He's like, probably needs you on his...

...calendar just to burn some of thatenergy off. Yeah, absolutely, absolutely, what a good dude. So let'sget into CX and we'll probably get into that product idea as well.I do want to know more about it, but let's start just to set thescene. When I see customer experience, what does it mean, do youJosh? Yeah, it's the feeling that people have when they work withyou. For me and for me. That is absolutely everything I want tobe. I want to be memorable, I want to be deliberate, Iwant to be intentional, I want to be strategic. I want people towalk away from any interaction I have with them feeling that way. Nice andtalk about those feelings. I've been thinking about this a lot and I dida short self episode on it. It'll release just before, just after thisconversation, and I blow the whole thing down to the same thing. It'show we make people feel, and the angles on it, like is,of course, how they feel about us, but then there's also like, howdo they feel about themselves by spending time with there's so many like you, like the feeling just goes in a variety of directions. Yeah, that'sa super important clarification that you just made there, because you do need tobe looking at it. In my opinion, and it sounds like yours, inboth ways, it is not just how they feel about the sales professionalor the company that they're moving forward with, but the feeling that they're empowered,that they made the right decision after moving forward. The most human themost human thing is buyers remorse. The second we buy anything. Every singleone of us has a certain amount of buyers remorse it no matter what we'repurchasing, there's always the question of did I need that? Did I needdid I need the turbo on this car that I just bought, or couldI have gone with the s version of this car? Right? Why didI why did I have to get that version? It could even be apack of gum at the Home Depot on your way out. Did I reallyneed to buy that? Fires remorse sets in immediately, and so it's honestly, all customer facing teams need to really step things up, because the buyingexperience is not just me as a sales professional. There's going to be ahandoff to the onboarding, implementation, customer success team, whoever comes next inthat line of command, and that's almost the most, in my opinion,the most critical time to make sure that, like, everything is turning on allcylinders here, because the second of ball is dropped, after that moneychanges hands, that's when that buyers remorse goes into the red zone immediately.And we've all had that experience where immediately after landing the deal, someone comesrunning in the room and says, Hey, take it off the leaderboard. Youyou lost that deal. Why didn't? Why did I lose that deal?Did I overpromise? WHO Under delivered? What happened here? But that buyersremorse is real and we need to find ways to make people feel empoweredin the decision they're making so that they move forward with less regret. Yeah, really good buyers remorses super powerfully, I feel like. You know,depending on the price point, in the product of the service, in theanticipated impact, you know you're on the clock as soon as that you knowthat invoices signed or the credit card is swiped or whatever the case may be. In so in some cases you know you're on the clock in the nextseventy two hours and other cases you're on the clock over the next three weeksor maybe even three months, but that clock is moving in managing the confidence, you know, all the excitement they had going into this start of theclock there needs to be sustained so sales reach. I assume that that isthe idea that you had it. I was obviously coming out of a feltneed that you were experiencing at the time. Maybe this is a little bit ofthat arc. I guess I was going to initially go in with likeyou know who's your core customer and what are you solving for them? ButI have a feeling if you kind of tell the story a little bit,it sounds like there's a story there that I would love to hear, thatthat might emerge naturally out of that. Yeah, I mean so the arcwhere this came from was when I owned my first business. I had amarketing agency. I knew enough about coding to be slightly dangerous, and everysingle day I was becoming more and more dissatisfied with my sales process. Thiswas years ago. This is before sales...

...force was a household, name beforehub spot even existed. This was years ago. So I didn't really seethat this was something other people would need. But what the problem was was thatI was falling into this call and response with my prospects. They wouldask me for things, I would send them those things, I would feellike I did my job, but then they'd always be this confusion. They'dcome back to me months later. Hey, we're about to go in front ofthe review team. I can't. I could have sworn you sent mesomething about this. I can't find it. Can you resend it for me?Yeah, no problem. I'll resent it. And it was then thatI've realized that I'm making your life challenging. Why am I doing this? Iknow enough about quote to make something better for you. So what Istarted doing was just making simple wordpress web pages that I would stand up forevery single prospect that I had spoken with and when they needed something for me, I would load it on to that page. It was very rudimentary,but it made it simple for them to have one source of truth for everythingthey needed to share with their team. That's where it started, and thenthe advent of things like personal branding started popping up and video based sales,one to one sales efforts, and you know all about that, and that'swhere I started seeing, hey, there's a need for the core product ofwhat I built, with some additions, for the modern sales professional to meetthe modern buyer the way they want to interact. We live in this worldright now where the same consumer on Amazon is your consumer right now as well, and everything is so simple for them in that digital space. They're comfortablein that digital space. They don't have to be put up, you know, you know, in a corner where they have to, you know,talk to this sales first, and that's telling them what they need. Therethey're making decisions on their own, so why are we pulling them out ofthose spaces? That's when I decided to, you know, pull together a team, start building this, validate it with some early customers, see ifpulling all these components together, your personal branding, personalizing the materials that you'resending to somebody, organizing this process for them so that when it's brought tothe decisionmaking table, they have everything in one source of truth, and theninfusing it with personalized video as well, so that you can help narrate thesituation, however, you need to at every stage of the sales process,in your own words. Love it. So how much more like from anexperiential standpoint, like I can visualize a very, very simple wordpress page.Yet maybe a little headline in a link, headline, link, headline, link. Yeah, what does it feel like now to visit one of theseone of these days? And when in the relationship, do you start buildingone of them? Yeah, so first question. What does it look like? It's a I like to say it's a visual dropbox essentially. Right.DROPBOX is a great way to send a whole bunch of information as somebody butthere's things that get in the way. Before they can look at the documents, they have to download them. There's nothing visual about it. All itis is a title of a material that you're setting them. So there's avery visual component to this whole thing. The beauty of the visual portion ofthis is that it is locked down by marketing teams. So what we've createdas a software that marketing teams can kind of set it and forget it.It's the Ronho, peels chicken friar methodology, right. So I didn't forget ithanded off to your sales team. You don't need to worry wurry anymorebecause they're enabled now to put whatever they need on the page. It's alreadybeen approved by you. The design is already set in stone. They can'tchange the color scheme on the page. It's all locked in on your brandingelement. So that's you know, that's kind of how it is. It'sjust it's a visual crm, is what it is at the end of theday. What was the second question again on that, like when, whenin the relationship, are your customer setting these up? Because I can seethis being incredibly useful like like, way, way, way at the beginning ofthe journey. And then, of course, you know is the accountcontinues to grow in the relationship matures.

I can see an account manager orCSM having a lot of value in it as well. Yeah, you alreadyget it. You can. You can use this product whenever you want,even know but that you set it up right from day one. There's noreason not to. You can actually use this on more of a you shouldnever do a cold outreach, but you should. You can set this upon a warm outreach very early on. The page builds as you need itto build, so you never you don't have to send out a page withliterally all the bells and whistles on it. It could be as simple as away to get on your calendar, a personalized video to you know,let him know why you want to meet with them. Maybe a couple materials, but for sure your bio, so they know who they are going tobe talking to. And then, as the relationship grows, you add tothis page. The page auto updates. No matter how you change the thingsin the asset library, the page outo updates. You can change it dynamicallythroughout all the conversations and then where I was talking about all customer facing teams. That's really who uses this product. It's not just a business development tool. It then turns into a client relationship management tool or an onboarding and trainingportal, or or even recruiting. We've seen some of our customers use itin their recruiting efforts to make the recruiting process even more personalized. So it'sbeen pretty cool to watch that. Yeah, that's what that is a really funthing and I would say we've had a similar experience here at bombomb whereyou know you have the you know this. This software was built in the companywas built in part out of same thing, felt me by one ofour cofounders in a sales role. Wanted to get face to face more often. Had too many clients spread over two wide to geography. Let's record andsend videos and Oh, by the way, I guess a lot of other peoplecould use this too, for the same day and that I did.And then all of a sudden you turn it loose into the world and customersstart doing things that you didn't anticipate and it's just delightful. And the recruitinglayer, by the way, it makes perfect sense. I've been teaching alot about video across essentially a bow tie funnel, you know, customer journeyagainst a Bowti funnel. Yeah, or life cycle and and you can mapthe exact same thing. The employee life cycle is exactly the same as thecustomer life cycle. Just some of the terms are different, but it's theexact same thing if you're doing it well, and I'm currently working out in myhead, by the way, is the same thing. But for likea personal network thing right like like. This isn't a sales relationship, it'snot an employee relationship, but there's some point in yours, in my relationshipJosh, where we have some kind of a level of commitment and then thispositive thing or if fades out in the beginning. We're not going to gothat way. I just feel that. But you know about a personal networkto not that, not that your product would be necessarily be appropriate for,but I've bet someone could apply it to some of their personal relationships as well. So obviously alignment is a big theme on the show. I imagine it'ssomething that you have a lot of thoughts and experience around. We've already talkedabout the the alignment of communicating with a client, you know, marketing,maybe in the early stages in two sales be DRS drae handoff to CSM accountmanagement. Like, when I say alignment, what CO COMES TO MIND? Isit a played out term? Is it actually, like, fundamental tothe success of any business? Like, what do you think about alignment?Two things. A. Yes, it's fundamental to the success of any business. And be it is the most misunderstood thing in the entire world for companiesand it's painful to watch. And I've been I've worked in enough companies ina enough different roles where I've seen misalignment and so many different ways. Andeven being in all those different positions, I don't have the answer for howdo we better alive ourselves. But what I believe the answer is right nowis that we need to find technologies that we can utilize throughout the customer lifecycle that make it simple, and the core word is simple, because wetend to make things way more complex than they actually be need to be incompanies and many times the best answer is the simplest answer right. There's nothere's no man magic to it. When... see misalignment, give me likeone or two stories, and I mean like unpack horror stories and include thenames, but like, yeah, just so people can feel that. Oh, yeah, yeah, yeah, okay, so this has happened the probably theworst case that this has ever happened in my personal life. Names willnot be mentioned. I can't mention name. Please don't. Yeah, but we'llprotect the innocent on this one regardless. Big Deal closed, a big deal. It took many, many months to wrap up this deal. Itwas a large contract for a large price tag, and so so I involvedmany members of the organization I was at while this proposal was being created.I'm a big believer in making sure that everyone understands exactly what we're selling inhere before we move forward. However, I do not think that the respectwas given to the review process of our agreement before we put it in thecustomers hands, because immediately after landing that deal, we it was within abouta month, the customer started asking questions. Well, when are we going toget to this piece? Well, when are we going to do that? Josh said we were going to do that and the team was coming backand saying Oh, no, no, Oh, I don't think Josh saidthat I kept getting pulled forward and I'd pull out the agreement. I'd say, guys, it's right here, it's right on the agreement here. Yes, I promised this and this is part of what we say we do here, so we should probably be doing this for these people people. This iswhat they paid us for. This is why it caused so much money tomove forward in this contract. At the end of the day, that dealwas salvaged. However, there were some discussions about potentially having to it havelegal teams intervene, and I don't think that I left that place before thatdeal to see what ended up at transpiring with that deal. It was justpart of an ongoing issue that I had to get out of there. ButI don't think that you can ever really salvage a relationship that starts off thatway. People will always have that in the back of their minds and honestly, it could have been alleviated by a better review of what we were actuallydelivering to these this customer before we move forward. Be I learned that Iprobably should have done on a better job when it went from sales to onboarding the and the customer support team, properly communicating this is exactly what's goingon here, because instead that deal specifically, my process was you've already reviewed thisagreement in detail. Correct, yes, awesome, here's the signed agreement.Move Forward. I'm onto working on the next deal. Big Mistake onmy head. Yeah, I like that. You said properly communicating. I thinkyou know as you were sharing that, I kept thinking, like, Ifeel like just clear communication. But there's it's more than that. It'sshared values, it's a it's maybe is where I've seen some miscommunication and misalignmentis around kind of like one off stuff. That that is like it. Youknow, it's not repeatable. You're going to wind up doing like threework each time you do a unique deal. That just doesn't make a lot ofsense. So here's another term that I think. Did you call alignmentmisunderstood? Yes, absolutely, okay. Here's another term that I think ismisunderstood that I feel really confident that you have something interesting to offer on,and that is personalized. Like what is a personalized experience? Yeah, inyour view, like, yeah, yeah, it's look, there's two different waysto look at personalization in your process, and I think that this is wherethe confusion happens. There is infusing yourself and your personal character and whoyou are and what you stand for, your personal brand, infusing that intoyour process. That's half of personalization in my mind. But the other half, the most important half, is where you stop talking about yourself and youstart delivering materials that are personalized to the person that you're sending it to toaddress their unique challenges. And if you don't do both of those things,you don't a you don't build the trust because they don't know who you are, they don't care who you are. That's it's just a thing. Butif you don't deliver what they actually ask...

...for, what they actually need.Amazon does a great job of this. There is a there's a very goodreason why, every time you go to Amazon and you select anything, itsays customers that bought this also about this. Are you interested in that? That'show they help personalize this. That's how they let you know we understandyou. You're purchasing the MOP. You might also need a bucket and youmight Allo so need some soap, because everyone else that bottom up did too. We're going to be helpful here. We're going to make a guess thatthis is what you need. Right sales people need to be strategic in thatsame way. If somebody reaches out to you and says this is what Ineed, you need to dig into it a little bit more. And andwhat if you just use the Amazon model? Well, the last customer I spokewith that needed that also needed this in this. Could you also usethat? Oh Wow, I could actually, I wasn't even thinking about that.Well, there you have it right. So, Chris Lindall, who youknow, who's a big fan of bombomb and is going to be onmy podcast here soon. I love that guy. He's great. He wasjust on my friend NICHELIVADOR's podcast called coffee and closers. He said something absolutelyprofound. He said that he loves to look at industries outside his own whenhe's trying to decide how to move forward, how to innovate, how to trulyinnovate in his space, and I thought that was absolutely profound. Ithink a lot of us do this without really thinking about it. But Ithink the sad reality is that a lot of us don't do this. Alot of us just kind of look at our exact competitors and go well,bomb's doing this. Then whiskey is should be doing this and, if westey the twenty three, should also be doing none of why don't we lookat why don't? Why don't we, as bomb I, look at Uber? What could uber teach us about the customer experience? Because I guarantee there'ssomething there. We just have to be willing to pay attention to it anddive a little deeper and think a little bit more intentionally. Yeah, reallygreat. I love it, in a dressing personalization off the top there,that you went to Amazon, because what I what I think a lot ofpeople go to in their heads, is, oh my gosh, I have todo all this work and it's not enough just to slug in the variabledata of their company name and their PERF, their first name in their industry name. I actually need to go read a linked in profile and maybe seeif they were a guest on a podcast. So I have something personal to talkabout, and that's true. But there's also, and I'll tie alignmentback in here too, is something I was imagine as you walk that out, is you know there's information because this oh you bought a map, maybeyou need a bucket, and so you have that curiosity. For starters,as the word that came to mind, this curiosity to say, oh,that's interesting. Why do you think you need that? Oh well, maybeyou need this in that but then also kind of closing that loop, becauseyou know the customer success or customer support, customer service, Account Management, asor sorry, account managers ams, Yep, have information about customers thathave fed back up earlier in the process. is going to teach sales and marketinga lot more about how this actually pans out. And so personalization isn'tis scalable in a lot of ways and it doesn't just mean spend a bunchof time doing a bunch of research and figuring out, you know, whattheir favorite coffee cake is so you can send it to their office on aWednesday morning and to light them. That's not a bad thing to do either, but you don't. But the personalization doesn't have to be completely time consumingand manual. Yeah, and what I would throw out there as well,as long as we're thrown out words right and riff and off of words,the word that I like is visibility. Visibility throughout the organization is what helpsyou be more intentional and personal in your efforts to deliver more value with everyinteraction. Because, look, if I'm just in a sales capacity, myjob is to find leads, land deals, pass them on, Rinse and repeatall day long, and many organizations keep the salesperson doing that all daylong. Now that you've handed this off, your out. Now we have acustom success manager. This is their role. Don't, don't, don'tget in a way. Don't do that. That's the worst thing you can possiblydo, because if I don't have visibility as to what happens next afterI've handed that off, that's where you...

...have issues like the story I toldearlier. Right, I don't know that. I need to explain this more intentionallyto my internal team. If I don't know, you've already been havingissues doing the things I've been selling in at this company. You need togive me the visibility to do that. Additionally, though, on the goodside, I need visibility to the good things that happen as well post sale, because that's how I can double down preemptively bring in bigger dollar amounts,because I know that if I land this person that does this, there's aninety percent chance that they're going to also need this and this. I mightas well make it part of a package right now, so they don't feellike we're like continually upselling them after the deal. Yeah, or that wemisunderstood them and we held back opportunities and whatever. What it's better for everybody. Yeah, that'solutely. It's really good. And before I before we move onto another topic, I'll just double down and say, yeah, ChrisLindell, I've I've always regard him as like a kind of a marketing geniusor savant. Might be too far, and I think the way the thewhat you offered there is more of an illustration of the genius, because hedoes have like a lot of natural instinct there, but this idea of intentionallyseeking out new influences and new voices and new perspectives to broaden that like that. The creativity happens in taking too seemingly disparate things, but somehow they justcollide together in your brain, which is part of where the genius and creativityhappen. But the more you vary your input, I think, the moreinteresting the outputs going to be, at least from a learning and development creativitystand point. How let's talk briefly. Go to market. You know,are you all would you. Are you more product led, sales led,marketing led? Like, how do you regard that? You think a lotabout it, or did you know? How did you so? And I'lljust back it up one more step. Yeah, you had this idea,it was validated, it was clearly a good idea. You had a clearuse case for it. So you're like now we're going to bring it tomarket. Like, how did you think about all of that? Yeah,I was. I was very intentional with our go to market strategy. Itwas all about storytelling. So I suppose that you could say it. We'rea marketing let organization. However, I would say that sales people should alsobe sales storytellers today. So we're a sales and marketing let organization. I'msuper proud of the product that we've created and the product proves itself every singleday. So when when I tell the story about the benefits that this isgoing to bring your organization, when I tell the story about the challenges thatyou're likely facing and the reason we created this, the product has to makegood on that story and that promise. And so we've been really, reallyblessed in that we have not had the churn rate that many SASS companies have. When people come in it becomes part of the grain of their company prettyquickly. We started as a sales tool. That's why we called it sales reach, and I thought this is just a sales tool. That was myown ignorance. My customers were the ones that decided this was for all customerfacing teams, because our customers were the ones that started using it and allthese other divisions and then coming back to us and saying, did you knowit works well for this and I'd say now I didn't. What do you? Can you tell me about that? Then they'd explain it to me.My customers have made this product something that I think can be a very valuablecompany. Not Me. I didn't do it. I was the visionary thatthought we could build a sales tool, but turns out it's for any customerfacing team. It responds to a lot of different needs and we keep findingmore and more and more people using it in more unique and interesting ways.We just the other day, just real quick story, with all of thiscovid nineteen scare going around. A bet by the time you release this,hopefully that scares over and we have moved on but I kind of doubt wewill have by then. Unfortunately, regardless, we were watching all these conference isgetting canceled. All of these sales teams for our customers were calling usup and saying, not only is our conference canceled, in our trade showsare canceled, but we've been grounded, we cannot fly anywhere right now.We don't want to meet with customers facetoface, because WHO's legally responsible if we getsomeone really sick and they die?...

What what that? What do wedo? And so we were brainstorm in the office and thinking, Wow,could our products help with these events that are now canceled, to do moreof a digital conference? And so within two hours we used our product asit stands right now and created our own digital conference, just as a proofpointand MVP of could it work for this? And it does. It's really simpleto do it actually. So now we've had some of these event placesreaching out to us saying hey, how did could we use that for ours? We combine up our speakers on your just like that too. Right,yeah, how long we to take a bunch? Two hours. I canhave it going. Oh Wow, okay, that's simple. So you know,I think the covid nineteen thing. I don't want to say it's goingto be good for business at all, but what I do think it's goingto be good for is I think that it's going to for sales professionals todouble down on the tools that they've likely had access to all along, thatthey really have an invested enough time in, because we're going to have to findways to be more personal and intentional in our efforts without the facetoface,and this is where companies like bombomb and sales reach really, honestly, areprobably going to win. Yeah, I agree. I you know, Ihaven't found a really tasteful way to make that argument, but it's it's rightthere to be had. Honestly, it is the reason we get on airplanesand spend all this money and stay in hotels is to get facetoface with ourcustomers and our future customers. And so, you know, with I love youruse case there, and of course zoom comes to mind. It's whatwe're using right now, something that we use all the time here at bombomb, and then for the Asynchron of stuff, of course bombomb helps fill that gap. I love this idea of learning from your customers. I think itis certainly something a founder or an early team member, someone needs to bebuilding those relationships really early on to create that intense feedback loop. So foryou, and there's a cocreation element, I just love for you to talka little bit about what do you think it was that made these customers soeager to share back with you or your team members? You know what they'redoing and like we've always had that here. It's essentially been kind of a keypart of my role as the as the early marketing person here, islike how we're actually people using this. What are the stories that we canshare? Can we will they give us permission to share their videos? Wouldthey come on and, you know, talk with a couple of us aboutwhat they're doing? It just seemed instinctual. But I think they are companies,people inside companies right now where that's not maybe normal behavior or they don'thave those the nature of relationship that maybe you do with your customers that Iknow you do talk a little bit about how you cultivate those relationships and maybesome of the upside benefits of that, that that relationship in that co creationof the product. Yeah, so where it starts is it starts in beingavailable. It starts in creating not the illusion but the the knowledge that youare available. There are so many organizations that exist right now that are greatcompanies and I can't name the CEO, I can't name them, I don'tknow who he or she is. They aren't on Linkedin, they aren't onany channels, they're not making any noise anywhere. They are not accessible tome. And the worst part about those organizations that usually, if the CEOisn't accessible, neither are the employees, because all of this personal branding andsocial sharing and and bringing communities together around your company and around the mission andvision, that starts at the top. The top has to make it somethingthat other people in the organization embrace and say, Oh, that's okay.If, if he or she is doing that, then I can do thattoo. Right. That's where it starts. And so for me, I wasvery, very intentional right from the GETTO. I said storytelling already,but I wanted to tell my story and I wanted people to know that Itruly believe my central mission is that I'm not successful unless we're all successful.There's no reason for me to try and do all these great things and keepit in a vacuum and keep it to myself because, Bob, you guyscan be as successful as you want, it's not going to take anything awayfrom me. And it's the same game way, back and forth. Right, we should all be cheering each other...

...on and be inaccessible. And whenyou are accessible, there's kind of a double edged sword of this, becauseyour customers expect you to be the one that responds to them. We usedrift on our website and so we created Josh Bot, is our BOT,and that was kind of tongue in cheek because people were coming onto the chatand they're like Hey, is Josh there? And it's like well, yeah,but he's our CEO. And Yeah, I want to talk to Josh.I see all his videos. He seems like I want to talk towell as let's just make a Josh Fot, you know, and then I canshim in if I have time, and that works great, right,but it builds a evangelist faster than anything in the world, and evangelists arethe easiest sales team you can possibly create, because if a lead comes in througha passionate evangelist of your organization. You don't even have to work onthat deal. Some of the biggest deals that we've landed here at sales reachare from evangelist that have just sent out a page to one of their customersand their customer comes back and says what the heck was that and they say, Oh, here's Josh is Info and they copy me on it and Isee the whole email chain and I just follow up and say here's a pagejust for you, but it's done. We just landed it. It wasthat easy. You can't do that without passionate advocates and there's no reason foryour customer to Teut your product for you unless they feel like they want to. And that's how you build that. I love it. I love thethe evangelism and that or the fanaticism them or the advocacy there. I foundthat people not only will basically sell the deal for you, but they'll alsooftentimes train it and on board it for you. To you know, it'slike yeah, because it's like you know this, you're selling, I assumenationally of course, but probably internationally as well. Yes, right, andso in you're probably doing training, some self serve, probably some zoom callsor those other types of things. But you know the person that sold andprobably lives down the street or works upstairs in the office tower or whatever thecase may be, and so they're just even more available. Of course that'sa value add to it's really interesting. I've seen a number of our customersselling in teaching bombomb to other people as a value add to the other person, like as as a benefit to the so it's when you can get therethat's really powerful. Well, look, this is thought leadership, this ispersonal branding one on one. So the best thing you can possibly do isbring something of value to another person. And it shouldn't matter if it putsmoney in your pocket every time, because what it actually does as guarantees thatit's going to put the right dollars in your pocket at the right time.And that's the important thing we should all be focusing on. If we discoversomething and becoming evangelist our self for that company. Right, for many,many years I was a sab evangelist before, unfortunately, they filed bankruptcy and Icouldn't buy a nice sab anymore. Right, but I drove nothing butsobs from the age I was thirteen years old when I bought my first stop, I bought sobsobs of I had eighteen of those things. Everybody knew meas the guy that owned a sob. That's how they knew me. Itbecame part of and so when someone asked me, well, what do youthink about sobs, it's a you should definitely buy us all. It's thebest car I've ever owned. And they would buy us up and then itwould break down and they'd realize how expensive it is repair and then they hatedme. So I learned a valuable lesson in communicating what's going to happen downthe road as well. With the Evangel it's yeah, don't oversell it.It's, you know, a great experience. You might spend a little bit ofmoney, but that's that's how it works though, right. Yeah,yeah, it's really good. You know, before we wind down too much,I'd love for you. You are obviously understand the power of video.You use it. I just talk a little bit about video, how yougot going with it in some of your favorite ways to use it. Yeah, so, video for me started in a very rudimentary way. I startedputting videos onto proposals that I would send to people to kind of narrate theprocess of here's what you're looking at, here's where you're going to have questions, here's what I didn't put in this proposal and why I didn't put itin, in hopes that it would help a keep them higher up on theproposal. So they didn't do just do...

...the scan to the price so Icould explain myself a little bit before they saw the price. It seemed towork pretty well for that, but they also seem to like the narration ofwhat they were looking at. That's how I started with video and I wasvery uncomfortable when I started doing the video. I was an actor, I wasn'tmyself, I was, you know, I was the newscaster. That's whatI looked like and it wasn't great. Then when I decided to start thisbusiness, that's when I decided I need to start speaking more, Ineed to start doing the right things to build my credibility, to bring mythought, to build my thought leadership, and I was not seeing anything aspowerful as video at that time. So I absolutely doubled down. Doubling downas an understatement. I immediately I didn't even know how to use any ofthe equipments, but I ordered the best. That's just the way I am,that's the way I'm programmed. I don't want a fifty lens when there'sa Twozo Lens that's going to make me look really, really amazing. Idon't want a USB powered microphone when I can have Mike's hanging all over theplace and I can have a broadcasting microphone like this. I can have awireless papel like we're right now. I can run this thing through preamps andfilters and all kinds of stuff. I'm big on getting the best quality Ipossibly can and I just get really passionate about this stuff. And what Iwill say is that making that investment, I spoke with my lead investor beforeI did it and I explained the thought process around it. kind of gothis blessings before I went jot dropped this amazing amount of money. But Itold him, I said look, Hey, if I do invest in this,I'm going to be even more motivated to use it because I do notwant to throw all that money away. Be If I can produce at ahigher level, I think I can get a higher reach with organic contents thenI can with inferior product with paid. So let's just try this out andsee what happens. See if I buy the right equipment. I can tetherit to all my other technology. I don't need to have a shooter andan editor. I can do all this stuff. I can learn all this. So I shoot all my own videos, I edit all my own videos,I the content that I produced. I don't think about it too much. I'm one of those guys were it's like, Hey, I have thisthought or I just saw this and this is my thought, my take onit, I'm going to hit record. I have everything I need right nextto my desk all day long. Might as well just make a quick videoabout it. And so I think that to start, you have to justget started. You just have to get started and you have to battle throughthe in comfortableness. I deal with this all the time with my customers.Video is a critical component of our software and when they start using it theygo, oh, we were so excited because we saw your videos and yourvideos were great on this page and I can't make them like you. Canyou make my videos? I say no, I'm not spokesperson, I'm not billymay write. I do jump around and scream all the time that I'mnot billy May. I can't do that for you. You're going to haveto learn, and the only way to do that is to make like thirtyor forty absolutely horrible videos and to force yourself to share them with somebody sothat you get used to that. And then, guess what, you getbetter because you learn to act, and by learning to act I mean youlearn to just be yourself when a camera is turned on your face, andthat's when the magic starts happening. It's awesome. Okay, so, somuch good stuff. They're specially especially around getting out of the newscaster mindset andjust becoming yourself. It does it practice, is the only way, and Imean around pop peel and a billy may reference in the same episode.Like really seeking here. I just laughed about I got another interview tomorrow,but we've really set a high bar here. This has been awesome. If folksyou know, Josh referred to a couple of the microphones. He swungone of them in front of his camera. If you want to see video clipsand you want to get highlights of these episodes, I do write themall up at Bombombcom podcast. It's just the word bomb twice podcast and andyou can see some of the stuff that we're talking about. If you're primarilya listener, you might want to drop in for some of those video clipsin the blog post. Josh, this has been awesome. We could probablyjust word drifted for an hour. Yeah, yeah, I love it. AndReal quick with the equipment, I have a video that explains a wholebunch of the equipment that I use.

I'll send you a link to thatand if you want to share that with your fingers as well that that'd bea great one for them to just kind of see all the different things thatI personally use in my equipment. Awesome, I will absolutely take that. I'lllook for that and I will absolutely add it to the post at bombacomspodcast. Josh A, relationships are our number one core value here a bombamand on the show, and so I always love to give you, beforewe part, a chance to think or mention someone who's had a positive impacton your life or your career. Yeah, so I already think thank Dan tireat the beginning, so I'm not going to do that one again.I'm going to thank the other most important person in this business, outside ofmy wife and family of course, which was my lead investor, who isnot we don't list him publicly anywhere right now, but his name is alsoEthan. He was the one that he gave me everything. Honestly, hewas the one that that invested in a dream and an idea. It wasnothing really more than a Napkin sketch when I shared it with him, andwithout that support early on, we could have never, never been here,and he's been a critical, critical component ever since that day. He's doubleddown on his investments, he's helped lead the sea round that we just closed. It's been an absolutely incredible relationship and he's been a solid resource for me, as have all of my investors. I was very intentional and selecting investors. Anyone listening that's a founder that's thinking about starting a business, I can'tstress enough to be very intentional with the investors that you allow in and reallytreat it that way that you're allowing them in, because these are people thatare either going to help you succeed or push you towards failure faster. Andin my case, my investors and I are on a text message basis.We are constantly in communication. For the most part there's a lot of encouragementand support, but there's also hard conversations when they need to be there,and that's been really, really critical. But it all started with my firstinvestor, Ethan. That's awesome. I love the answer and a really goodtip in there too for folks that are thinking about raising some money and itreally is an opportunity and a gift, even though you might not feel thatway when you're in the position. Like it's seriously a really we need thatcash. How about give me a mention of a company that you really respectfor the way that they deliver for you as a customer? Oh Man,I mean there's there's so many right, but there is. There is asalad place. I don't know if they've spread outside of Minnesota yet, butthey're called green and grain. I think that it's just a Minnesota company rightnow. I'm telling you, man, these these people have it down.Every time I go in there to order to salad, all everything is perfect, everything smells amazing, everything is clean. I'm a bit of a Germaphobe,so I have a hard time eating out. So restaurants need to beclean for me and I love when I can see the food being prepped evenbetter, and that's kind of the way this is. It's like chipotle a, only all salad stuff green and grain doesn't absolutely incredible job. Awesome.I will look for them in my travels. They are not here in Colorado rightnow to my knowledge, but I'll look them up. Cool things thathey, if if I'm sure people enjoy this episode, enjoyed the energy obviouslythe knowledge that you bring. If someone wants to follow up and connect withyou, Josh, or with sales reach, where would you send people? Yeah, I'd love it for anybody to send me a connection request on Linkedin. I love connecting with people on Linkedin and having meaningful connections. They're havingconversations there. You can always reach out through sales reach DOT ioh as well. We have a like I said, drift bought on there that you cantalk with me or anyone on the team, or you can just fill out theform on there as well, but linkedin is is the best way.If you want to have a conversation, I'll get more involved in what we'redoing here or betted out for your company. So reach out to me on linkedinner. The website. Awesome. Look for Josh feede and Ethan butte onLinkedin. Add a note to your request. It just makes it so much easierto say yes. That's just a little bit of context. Goes along way, and so, Josh, I just so appreciate your time.This is absolutely a pleasure for me and sure listeners are going to enjoy ittoo, and I hope you have a...

...great afternoon. I hope you dotwo and thanks so much. This ha been an honor being on this podcast, honestly. So thank you sure. Thanks. Clear Communication, human connection, higher conversion. These are just some of the benefits of adding video tothe messages you're sending every day. It's easy to do with just a littleguidance, so pick up the official book rehumanize Your Business. How personal videosaccelerate 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 anddeliver a better experience for your customers. Continue Learning the latest strategies and tacticsby subscribing right now in your favorite podcast player or visit Bombombcom podcast.

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