The Customer Experience Podcast
The Customer Experience Podcast

Episode · 2 years ago

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

ABOUT THIS EPISODE

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 when they 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 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. 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 marketing and tech, most often as director of business development, but also as a two time company founder. So why did he found his latest company, sales reach? In his words, because buyers have changed sales people matter and marketing shouldn't have all the fun. Josh feedy, welcome to the customer experience podcast. Hey, thanks for having me on you. If, then, you did your homework before this one, that was good. Well, linkedin makes it easy, and you know I do spend time in advance like I want to have good conversations, that I want to feel a little bit like I know you before we start talking. A It's a show of respect to you for sharing your time and expertise with me and listeners. But be it makes it a little bit more fun and, well, some ways, easier to do 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 get going, 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 you tell me a story about one of those guys? Yeah, and bonus points if it has a CEX angle. It doesn't happen. Dan Tire is one of my favorite people in the world. If I'm being totally honest, and I've said this before, some people probably think all that, Josh, he's a he's a broken record, but I believe in giving respect for respect is do. I would not have started the business that I started today without Dan tire and I mean that with every ounce of my being. He was the person that was giving me the sales training on the hub spot platform. I was going through Dan Tires hy in boot camp. I can't remember the exact name of it, but he was super inspiring it. As we're going through all this training, it brought to light a product that I had created many years ago for myself with no intentions of ever product tising it. Didn't really see that there was a need for it in the market place. But as I was going through the training through hub spot, I realized that the thing I had created was a huge gap in the market place. It wasn't something that hub spot was offering. I started digging around to see who else was making it and at the time no one was really making it. And so I flew out to Boston and asked Ann. I said, look, I just need fifteen, maybe thirty minutes with you. I just want to show you the MVP of what I had built ten years ago and I want to tell you what I plan to do with it. I just need someone to validate this one and that meeting did a lot for me he validated the idea almost immediately. He did not agree to be an investor, which was fine because 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 two years ago. I have his link to his calendar. He's made it very clear 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 unofficial advisor in my business, and it's been it's been invaluable, honestly. That's awesome. I'm so glad I asked that. And he's definitely one of those guys that 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 that energy off. Yeah, absolutely, absolutely, what a good dude. So let's get 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 the scene. When I see customer experience, what does it mean, do you Josh? Yeah, it's the feeling that people have when they work with you. For me and for me. That is absolutely everything I want to be. I want to be memorable, I want to be deliberate, I want to be intentional, I want to be strategic. I want people to walk away from any interaction I have with them feeling that way. Nice and talk about those feelings. I've been thinking about this a lot and I did a short self episode on it. It'll release just before, just after this conversation, and I blow the whole thing down to the same thing. It's how we make people feel, and the angles on it, like is, of course, how they feel about us, but then there's also like, how do 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's a super important clarification that you just made there, because you do need to be looking at it. In my opinion, and it sounds like yours, in both ways, it is not just how they feel about the sales professional or 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 the most human thing is buyers remorse. The second we buy anything. Every single one of us has a certain amount of buyers remorse it no matter what we're purchasing, there's always the question of did I need that? Did I need did I need the turbo on this car that I just bought, or could I have gone with the s version of this car? Right? Why did I why did I have to get that version? It could even be a pack of gum at the Home Depot on your way out. Did I really need 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 buying experience is not just me as a sales professional. There's going to be a handoff to the onboarding, implementation, customer success team, whoever comes next in that 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 all cylinders here, because the second of ball is dropped, after that money changes 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 comes running in the room and says, Hey, take it off the leaderboard. You you lost that deal. Why didn't? Why did I lose that deal? Did I overpromise? WHO Under delivered? What happened here? But that buyers remorse is real and we need to find ways to make people feel empowered in 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 the anticipated impact, you know you're on the clock as soon as that you know that 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 next seventy two hours and other cases you're on the clock over the next three weeks or 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 the clock there needs to be sustained so sales reach. I assume that that is the idea that you had it. I was obviously coming out of a felt need that you were experiencing at the time. Maybe this is a little bit of that arc. I guess I was going to initially go in with like you know who's your core customer and what are you solving for them? But I 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, that that might emerge naturally out of that. Yeah, I mean so the arc where this came from was when I owned my first business. I had a marketing agency. I knew enough about coding to be slightly dangerous, and every single day I was becoming more and more dissatisfied with my sales process. This was years ago. This is before sales...

...force was a household, name before hub spot even existed. This was years ago. So I didn't really see that this was something other people would need. But what the problem was was that I was falling into this call and response with my prospects. They would ask me for things, I would send them those things, I would feel like I did my job, but then they'd always be this confusion. They'd come back to me months later. Hey, we're about to go in front of the review team. I can't. I could have sworn you sent me something about this. I can't find it. Can you resend it for me? Yeah, no problem. I'll resent it. And it was then that I've realized that I'm making your life challenging. Why am I doing this? I know enough about quote to make something better for you. So what I started doing was just making simple wordpress web pages that I would stand up for every 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 everything they needed to share with their team. That's where it started, and then the 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's where I started seeing, hey, there's a need for the core product of what I built, with some additions, for the modern sales professional to meet the modern buyer the way they want to interact. We live in this world right 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 comfortable in 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. There they're making decisions on their own, so why are we pulling them out of those spaces? That's when I decided to, you know, pull together a team, start building this, validate it with some early customers, see if pulling all these components together, your personal branding, personalizing the materials that you're sending to somebody, organizing this process for them so that when it's brought to the decisionmaking table, they have everything in one source of truth, and then infusing it with personalized video as well, so that you can help narrate the situation, however, you need to at every stage of the sales process, in your own words. Love it. So how much more like from an experiential 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 these one of these days? And when in the relationship, do you start building one 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 but there'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 it is is a title of a material that you're setting them. So there's a very visual component to this whole thing. The beauty of the visual portion of this is that it is locked down by marketing teams. So what we've created as 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 it handed off to your sales team. You don't need to worry wurry anymore because they're enabled now to put whatever they need on the page. It's already been approved by you. The design is already set in stone. They can't change the color scheme on the page. It's all locked in on your branding element. So that's you know, that's kind of how it is. It's just it's a visual crm, is what it is at the end of the day. What was the second question again on that, like when, when in the relationship, are your customer setting these up? Because I can see this being incredibly useful like like, way, way, way at the beginning of the journey. And then, of course, you know is the account continues to grow in the relationship matures.

I can see an account manager or CSM having a lot of value in it as well. Yeah, you already get 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 no reason not to. You can actually use this on more of a you should never do a cold outreach, but you should. You can set this up on a warm outreach very early on. The page builds as you need it to build, so you never you don't have to send out a page with literally all the bells and whistles on it. It could be as simple as a way 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 to be talking to. And then, as the relationship grows, you add to this page. The page auto updates. No matter how you change the things in the asset library, the page outo updates. You can change it dynamically throughout 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 training portal, or or even recruiting. We've seen some of our customers use it in their recruiting efforts to make the recruiting process even more personalized. So it's been pretty cool to watch that. Yeah, that's what that is a really fun thing and I would say we've had a similar experience here at bombomb where you know you have the you know this. This software was built in the company was built in part out of same thing, felt me by one of our 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 and send videos and Oh, by the way, I guess a lot of other people could 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 customers start doing things that you didn't anticipate and it's just delightful. And the recruiting layer, by the way, it makes perfect sense. I've been teaching a lot about video across essentially a bow tie funnel, you know, customer journey against a Bowti funnel. Yeah, or life cycle and and you can map the exact same thing. The employee life cycle is exactly the same as the customer life cycle. Just some of the terms are different, but it's the exact same thing if you're doing it well, and I'm currently working out in my head, by the way, is the same thing. But for like a personal network thing right like like. This isn't a sales relationship, it's not an employee relationship, but there's some point in yours, in my relationship Josh, where we have some kind of a level of commitment and then this positive thing or if fades out in the beginning. We're not going to go that way. I just feel that. But you know about a personal network to 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's something that you have a lot of thoughts and experience around. We've already talked about 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 account management. Like, when I say alignment, what CO COMES TO MIND? Is it a played out term? Is it actually, like, fundamental to the 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 companies and it's painful to watch. And I've been I've worked in enough companies in a enough different roles where I've seen misalignment and so many different ways. And even being in all those different positions, I don't have the answer for how do we better alive ourselves. But what I believe the answer is right now is that we need to find technologies that we can utilize throughout the customer life cycle that make it simple, and the core word is simple, because we tend to make things way more complex than they actually be need to be in companies and many times the best answer is the simplest answer right. There's no there's no man magic to it. When...

...you see misalignment, give me like one or two stories, and I mean like unpack horror stories and include the names, but like, yeah, just so people can feel that. Oh, yeah, yeah, yeah, okay, so this has happened the probably the worst case that this has ever happened in my personal life. Names will not be mentioned. I can't mention name. Please don't. Yeah, but we'll protect the innocent on this one regardless. Big Deal closed, a big deal. It took many, many months to wrap up this deal. It was a large contract for a large price tag, and so so I involved many 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 in here before we move forward. However, I do not think that the respect was given to the review process of our agreement before we put it in the customers hands, because immediately after landing that deal, we it was within about a month, the customer started asking questions. Well, when are we going to get to this piece? Well, when are we going to do that? Josh said we were going to do that and the team was coming back and saying Oh, no, no, Oh, I don't think Josh said that 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 is what they paid us for. This is why it caused so much money to move forward in this contract. At the end of the day, that deal was salvaged. However, there were some discussions about potentially having to it have legal teams intervene, and I don't think that I left that place before that deal to see what ended up at transpiring with that deal. It was just part of an ongoing issue that I had to get out of there. But I don't think that you can ever really salvage a relationship that starts off that way. 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 actually delivering to these this customer before we move forward. Be I learned that I probably should have done on a better job when it went from sales to on boarding the and the customer support team, properly communicating this is exactly what's going on here, because instead that deal specifically, my process was you've already reviewed this agreement in detail. Correct, yes, awesome, here's the signed agreement. Move Forward. I'm onto working on the next deal. Big Mistake on my head. Yeah, I like that. You said properly communicating. I think you know as you were sharing that, I kept thinking, like, I feel like just clear communication. But there's it's more than that. It's shared values, it's a it's maybe is where I've seen some miscommunication and misalignment is around kind of like one off stuff. That that is like it. You know, it's not repeatable. You're going to wind up doing like three work each time you do a unique deal. That just doesn't make a lot of sense. So here's another term that I think. Did you call alignment misunderstood? Yes, absolutely, okay. Here's another term that I think is misunderstood that I feel really confident that you have something interesting to offer on, and that is personalized. Like what is a personalized experience? Yeah, in your view, like, yeah, yeah, it's look, there's two different ways to look at personalization in your process, and I think that this is where the confusion happens. There is infusing yourself and your personal character and who you are and what you stand for, your personal brand, infusing that into your 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 you start delivering materials that are personalized to the person that you're sending it to to address 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. But if 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 good reason why, every time you go to Amazon and you select anything, it says customers that bought this also about this. Are you interested in that? That's how they help personalize this. That's how they let you know we understand you. You're purchasing the MOP. You might also need a bucket and you might 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 that this is what you need. Right sales people need to be strategic in that same way. If somebody reaches out to you and says this is what I need, you need to dig into it a little bit more. And and what if you just use the Amazon model? Well, the last customer I spoke with that needed that also needed this in this. Could you also use that? Oh Wow, I could actually, I wasn't even thinking about that. Well, there you have it right. So, Chris Lindall, who you know, who's a big fan of bombomb and is going to be on my podcast here soon. I love that guy. He's great. He was just on my friend NICHELIVADOR's podcast called coffee and closers. He said something absolutely profound. He said that he loves to look at industries outside his own when he's trying to decide how to move forward, how to innovate, how to truly innovate in his space, and I thought that was absolutely profound. I think a lot of us do this without really thinking about it. But I think the sad reality is that a lot of us don't do this. A lot 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 we stey the twenty three, should also be doing none of why don't we look at 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's something there. We just have to be willing to pay attention to it and dive a little deeper and think a little bit more intentionally. Yeah, really great. I love it, in a dressing personalization off the top there, that you went to Amazon, because what I what I think a lot of people go to in their heads, is, oh my gosh, I have to do all this work and it's not enough just to slug in the variable data 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 see if they were a guest on a podcast. So I have something personal to talk about, and that's true. But there's also, and I'll tie alignment back 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, maybe you 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, maybe you need this in that but then also kind of closing that loop, because you know the customer success or customer support, customer service, Account Management, as or sorry, account managers ams, Yep, have information about customers that have fed back up earlier in the process. is going to teach sales and marketing a lot more about how this actually pans out. And so personalization isn't is scalable in a lot of ways and it doesn't just mean spend a bunch of time doing a bunch of research and figuring out, you know, what their favorite coffee cake is so you can send it to their office on a Wednesday 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 consuming and 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 helps you be more intentional and personal in your efforts to deliver more value with every interaction. Because, look, if I'm just in a sales capacity, my job is to find leads, land deals, pass them on, Rinse and repeat all day long, and many organizations keep the salesperson doing that all day long. Now that you've handed this off, your out. Now we have a custom success manager. This is their role. Don't, don't, don't get in a way. Don't do that. That's the worst thing you can possibly do, because if I don't have visibility as to what happens next after I've handed that off, that's where you...

...have issues like the story I told earlier. Right, I don't know that. I need to explain this more intentionally to my internal team. If I don't know, you've already been having issues doing the things I've been selling in at this company. You need to give me the visibility to do that. Additionally, though, on the good side, 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 a ninety percent chance that they're going to also need this and this. I might as well make it part of a package right now, so they don't feel like we're like continually upselling them after the deal. Yeah, or that we misunderstood 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 on to another topic, I'll just double down and say, yeah, Chris Lindell, I've I've always regard him as like a kind of a marketing genius or savant. Might be too far, and I think the way the the what you offered there is more of an illustration of the genius, because he does have like a lot of natural instinct there, but this idea of intentionally seeking 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 just collide together in your brain, which is part of where the genius and creativity happen. But the more you vary your input, I think, the more interesting the outputs going to be, at least from a learning and development creativity stand 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 lot about it, or did you know? How did you so? And I'll just back it up one more step. Yeah, you had this idea, it was validated, it was clearly a good idea. You had a clear use case for it. So you're like now we're going to bring it to market. Like, how did you think about all of that? Yeah, I was. I was very intentional with our go to market strategy. It was all about storytelling. So I suppose that you could say it. We're a marketing let organization. However, I would say that sales people should also be sales storytellers today. So we're a sales and marketing let organization. I'm super proud of the product that we've created and the product proves itself every single day. So when when I tell the story about the benefits that this is going to bring your organization, when I tell the story about the challenges that you're likely facing and the reason we created this, the product has to make good on that story and that promise. And so we've been really, really blessed 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 pretty quickly. 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 my own ignorance. My customers were the ones that decided this was for all customer facing teams, because our customers were the ones that started using it and all these other divisions and then coming back to us and saying, did you know it 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 valuable company. Not Me. I didn't do it. I was the visionary that thought we could build a sales tool, but turns out it's for any customer facing team. It responds to a lot of different needs and we keep finding more 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 this covid 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 we will have by then. Unfortunately, regardless, we were watching all these conference is getting canceled. All of these sales teams for our customers were calling us up and saying, not only is our conference canceled, in our trade shows are 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 get someone really sick and they die?...

What what that? What do we do? And so we were brainstorm in the office and thinking, Wow, could our products help with these events that are now canceled, to do more of a digital conference? And so within two hours we used our product as it stands right now and created our own digital conference, just as a proofpoint and MVP of could it work for this? And it does. It's really simple to do it actually. So now we've had some of these event places reaching 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 can have 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 going to be good for business at all, but what I do think it's going to be good for is I think that it's going to for sales professionals to double down on the tools that they've likely had access to all along, that they really have an invested enough time in, because we're going to have to find ways to be more personal and intentional in our efforts without the facetoface, and this is where companies like bombomb and sales reach really, honestly, are probably going to win. Yeah, I agree. I you know, I haven't found a really tasteful way to make that argument, but it's it's right there to be had. Honestly, it is the reason we get on airplanes and spend all this money and stay in hotels is to get facetoface with our customers and our future customers. And so, you know, with I love your use case there, and of course zoom comes to mind. It's what we'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 it is certainly something a founder or an early team member, someone needs to be building those relationships really early on to create that intense feedback loop. So for you, and there's a cocreation element, I just love for you to talk a little bit about what do you think it was that made these customers so eager to share back with you or your team members? You know what they're doing and like we've always had that here. It's essentially been kind of a key part of my role as the as the early marketing person here, is like how we're actually people using this. What are the stories that we can share? Can we will they give us permission to share their videos? Would they come on and, you know, talk with a couple of us about what 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't have those the nature of relationship that maybe you do with your customers that I know you do talk a little bit about how you cultivate those relationships and maybe some of the upside benefits of that, that that relationship in that co creation of the product. Yeah, so where it starts is it starts in being available. It starts in creating not the illusion but the the knowledge that you are available. There are so many organizations that exist right now that are great companies and I can't name the CEO, I can't name them, I don't know who he or she is. They aren't on Linkedin, they aren't on any channels, they're not making any noise anywhere. They are not accessible to me. And the worst part about those organizations that usually, if the CEO isn't accessible, neither are the employees, because all of this personal branding and social sharing and and bringing communities together around your company and around the mission and vision, that starts at the top. The top has to make it something that other people in the organization embrace and say, Oh, that's okay. If, if he or she is doing that, then I can do that too. Right. That's where it starts. And so for me, I was very, very intentional right from the GETTO. I said storytelling already, but I wanted to tell my story and I wanted people to know that I truly 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 keep it in a vacuum and keep it to myself because, Bob, you guys can be as successful as you want, it's not going to take anything away from me. And it's the same game way, back and forth. Right, we should all be cheering each other...

...on and be inaccessible. And when you are accessible, there's kind of a double edged sword of this, because your customers expect you to be the one that responds to them. We use drift 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 chat and 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 to well as let's just make a Josh Fot, you know, and then I can shim in if I have time, and that works great, right, but it builds a evangelist faster than anything in the world, and evangelists are the easiest sales team you can possibly create, because if a lead comes in through a passionate evangelist of your organization. You don't even have to work on that deal. Some of the biggest deals that we've landed here at sales reach are from evangelist that have just sent out a page to one of their customers and 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 I see the whole email chain and I just follow up and say here's a page just for you, but it's done. We just landed it. It was that easy. You can't do that without passionate advocates and there's no reason for your 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 the the evangelism and that or the fanaticism them or the advocacy there. I found that people not only will basically sell the deal for you, but they'll also oftentimes train it and on board it for you. To you know, it's like yeah, because it's like you know this, you're selling, I assume nationally of course, but probably internationally as well. Yes, right, and so in you're probably doing training, some self serve, probably some zoom calls or those other types of things. But you know the person that sold and probably lives down the street or works upstairs in the office tower or whatever the case may be, and so they're just even more available. Of course that's a value add to it's really interesting. I've seen a number of our customers selling 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 there that's really powerful. Well, look, this is thought leadership, this is personal branding one on one. So the best thing you can possibly do is bring something of value to another person. And it shouldn't matter if it puts money in your pocket every time, because what it actually does as guarantees that it'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 discover something and becoming evangelist our self for that company. Right, for many, many years I was a sab evangelist before, unfortunately, they filed bankruptcy and I couldn't buy a nice sab anymore. Right, but I drove nothing but sobs 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 me as the guy that owned a sob. That's how they knew me. It became part of and so when someone asked me, well, what do you think about sobs, it's a you should definitely buy us all. It's the best car I've ever owned. And they would buy us up and then it would break down and they'd realize how expensive it is repair and then they hated me. So I learned a valuable lesson in communicating what's going to happen down the 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 of money, 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 you got going with it in some of your favorite ways to use it. Yeah, so, video for me started in a very rudimentary way. I started putting videos onto proposals that I would send to people to kind of narrate the process 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 it in, in hopes that it would help a keep them higher up on the proposal. So they didn't do just do...

...the scan to the price so I could explain myself a little bit before they saw the price. It seemed to work pretty well for that, but they also seem to like the narration of what they were looking at. That's how I started with video and I was very uncomfortable when I started doing the video. I was an actor, I wasn't myself, I was, you know, I was the newscaster. That's what I looked like and it wasn't great. Then when I decided to start this business, that's when I decided I need to start speaking more, I need to start doing the right things to build my credibility, to bring my thought, to build my thought leadership, and I was not seeing anything as powerful as video at that time. So I absolutely doubled down. Doubling down as an understatement. I immediately I didn't even know how to use any of the 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's a Twozo Lens that's going to make me look really, really amazing. I don't want a USB powered microphone when I can have Mike's hanging all over the place and I can have a broadcasting microphone like this. I can have a wireless papel like we're right now. I can run this thing through preamps and filters and all kinds of stuff. I'm big on getting the best quality I possibly can and I just get really passionate about this stuff. And what I will say is that making that investment, I spoke with my lead investor before I did it and I explained the thought process around it. kind of got his blessings before I went jot dropped this amazing amount of money. But I told 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 not want to throw all that money away. Be If I can produce at a higher level, I think I can get a higher reach with organic contents then I can with inferior product with paid. So let's just try this out and see what happens. See if I buy the right equipment. I can tether it to all my other technology. I don't need to have a shooter and an 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 this thought or I just saw this and this is my thought, my take on it, I'm going to hit record. I have everything I need right next to my desk all day long. Might as well just make a quick video about it. And so I think that to start, you have to just get started. You just have to get started and you have to battle through the 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 they go, oh, we were so excited because we saw your videos and your videos were great on this page and I can't make them like you. Can you make my videos? I say no, I'm not spokesperson, I'm not billy may write. I do jump around and scream all the time that I'm not billy May. I can't do that for you. You're going to have to learn, and the only way to do that is to make like thirty or forty absolutely horrible videos and to force yourself to share them with somebody so that you get used to that. And then, guess what, you get better because you learn to act, and by learning to act I mean you learn to just be yourself when a camera is turned on your face, and that's when the magic starts happening. It's awesome. Okay, so, so much good stuff. They're specially especially around getting out of the newscaster mindset and just becoming yourself. It does it practice, is the only way, and I mean 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 folks you know, Josh referred to a couple of the microphones. He swung one of them in front of his camera. If you want to see video clips and you want to get highlights of these episodes, I do write them all up at Bombombcom podcast. It's just the word bomb twice podcast and and you can see some of the stuff that we're talking about. If you're primarily a listener, you might want to drop in for some of those video clips in the blog post. Josh, this has been awesome. We could probably just word drifted for an hour. Yeah, yeah, I love it. And Real quick with the equipment, I have a video that explains a whole bunch of the equipment that I use.

I'll send you a link to that and if you want to share that with your fingers as well that that'd be a great one for them to just kind of see all the different things that I personally use in my equipment. Awesome, I will absolutely take that. I'll look for that and I will absolutely add it to the post at bombacoms podcast. Josh A, relationships are our number one core value here a bombam and on the show, and so I always love to give you, before we part, a chance to think or mention someone who's had a positive impact on your life or your career. Yeah, so I already think thank Dan tire at 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 of my wife and family of course, which was my lead investor, who is not we don't list him publicly anywhere right now, but his name is also Ethan. He was the one that he gave me everything. Honestly, he was the one that that invested in a dream and an idea. It was nothing really more than a Napkin sketch when I shared it with him, and without 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 doubled down 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't stress enough to be very intentional with the investors that you allow in and really treat it that way that you're allowing them in, because these are people that are either going to help you succeed or push you towards failure faster. And in 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 encouragement and 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 first investor, Ethan. That's awesome. I love the answer and a really good tip in there too for folks that are thinking about raising some money and it really is an opportunity and a gift, even though you might not feel that way when you're in the position. Like it's seriously a really we need that cash. How about give me a mention of a company that you really respect for 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 a salad place. I don't know if they've spread outside of Minnesota yet, but they're called green and grain. I think that it's just a Minnesota company right now. 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 be clean for me and I love when I can see the food being prepped even better, 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 right now to my knowledge, but I'll look them up. Cool things that hey, if if I'm sure people enjoy this episode, enjoyed the energy obviously the knowledge that you bring. If someone wants to follow up and connect with you, 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 having conversations 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 can talk with me or anyone on the team, or you can just fill out the form 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're doing here or betted out for your company. So reach out to me on linkedinner. The website. Awesome. Look for Josh feede and Ethan butte on Linkedin. Add a note to your request. It just makes it so much easier to say yes. That's just a little bit of context. Goes a long way, and so, Josh, I just so appreciate your time. This is absolutely a pleasure for me and sure listeners are going to enjoy it too, and I hope you have a...

...great afternoon. I hope you do two 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 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.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (207)