The Customer Experience Podcast
The Customer Experience Podcast

Episode · 2 months ago

160. B2B Sales With Human-Centered Communication w/ Ethan Beute


If you’d like to be able to sit down with an expert like Shep Hyken, CAO at Shepherd Presentations, or Dan Tyre, Direct or at Hubspot, to ask them about how to implement human-centered communication techniques in your organization, well, you can. 

In this episode, you will hear the suggestions that Dan, Shep, and I had for Julie, a sales professional in the continuing education space. 

I’m Ethan Beute, Chief Evangelist at BombBomb, host of The Customer Experience Podcast, and co-host of the CX Series on the B2B Growth Show. Join me to hear sales insights from our experts, and if you’d like to join our next live, interactive roundtable event, preorder the book written by me and Steve Pacinelli.

Here are some thoughts from the episode:

  • From Dan: In 2021, we don’t sell, we help
  • From Shep: Connecting with people is warmer with video
  • Human-centered design can drive your sales research
  • Adding desirability to the intersection of viability and feasibility
  • You’re invited to our next interactive roundtable events on Oct. 5 and Oct. 21

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Or all were proposing in this buch ingeneral, all we need to do is shift from operating at the intersection ofviability and feasibility to the intersection of viability, feasibilityand desirability. We need more focus on the human being. The single most important thing you cando today is to create and deliver a better experience for your customers,learn how sales marketing and customer success experts create internalalignment, achieved desired outcomes and exceed customer expectations in apersonal and human way. This is the customer experience podcast. Here'syour host ethen, but Julie is a sales professional who works in thecontinuing education, space and she's leaving a shift for her organization.She is the first sales professional shifting for more of a beat a seamotion, selling these services to individual professional, seeking tocontinue their education to more of a beat a B motion and trying to connectwith folks who are leading a training function in an education function inlarger organizations. Fortunately, for her, she pre ordered a new book humancentered communication, a business case against digital pollution. This is abook that I co authored, with my longtime friend and team member, ourchief marketing officer at Bomba and my coauthor on a previous book rehumanizer, business, Steve, passin, Eli and one of the things we wanted to doin the pre order window of this new book. It releases in October of twothousand and twenty one. It's been available for preorder for a couple ofmonths now. One of the things we wanted to do was bring it to life, not justgive you additional resources and additional material to go along withthe book, but to provide very unique experiences, and one of the things thatwe did with this book is that we interviewed eleven experts, experts onsales, marketing, emotional...

...intelligence, leadership and othersubjects and topics that can help us connect and communicate with customersand employees and other stakeholders more effectively. And so what we didwas create what we call interactive round table events where we invitedsome of these folks to join us to join Stephen Me and enjoying all of thepeople who have preordered the book in a live conversation. We set these up atzoom meetings, not as Zoom Webinars, so that everyone can come with cameras onand Micon. We come with questions, we collect questions in advance and wereally focus it on the folks who are in attendance, so Steve and I justexecuted the first interactive round table event and Julie joined us forthat event, along with customer service and customer experience, expert, ShapHiken and the first sales person at hub spot in the sixth employee spot overallDan tire, so Julie had the opportunity to ask Dan and Shep for some guidanceand how to make this transition effectively. So what I've got for youon this short episode is about a nine and a half minute lightly. Editedpassage from this event, I'll pick up with Dan Tyre, who offers a veryspecific process for Julie to identify who she wants to communicate with andsome ways of reaching out to those folks, then Shep hiken will pick upwith a very key philosophy and then lay yer in a touch on how to add some videoto that human centered communication. Then Steve Tosses it over to me to talkabout the intersection of a thirty or forty year old practice called humancenter design and Contemporary Modern Sales Communication Dan has guested twice on the customerexperience. PODCAST SHEP has also guested twice here on the customerexperience podcast, you can get links to those episodes and you can see thevisual model I'm describing by visiting...

Bombombay at bomboost. We do shortwrite ups. We do video, highlights and other things to bring these episodes tolife, but without further ado, here's insight from Dan Tyre and Shep hiken onhow to make the shift from be to sea to be to be sales using a human centeredapproach. All right, Julie, great question and, first of all,congratulations on the promotion sounds super exciting. The way we go after newbusiness in two thousand and twenty lines a little bit different than theold days of like two thousand and seventeen is changed a lot in just thelast three years right and in the old days we used to go after everybody.Today, you go after your ideal customer profile and have you defined where youdo your best work, where you will be able to really leverage the best be tobe like segment? This is new for our companys, so I don't think we've we'vedone that yet okay, so I want you to just think about the various optionsyou have and try to create an ideal customer profile, saying we don'treally have the data, but we think that we'll be working with Wisconsincompanies that are with an utter mile of Saint Clair that have at leasthonored employees that are got a long term training priority, or somethinglike that, just to find some of the characteristics and if you need helpwith ideal customer profile to send me an email and I'll, send you some freeinformation ex you want to figure out the personas. The people are actuallygoing to make the decision right and every company, when they're sellinganything of BB OR B T C typically have multiple percise and once get out,provide some great free resources in regard to persona development. So youunderstand the thoughts and mindset of the people are actually makingdecisions and then you're going to start with human centric prospect,which means you're going to find out how you're going to help those idealcustomer profiles and the people within...

...those businesses and you're going topick up the phone and call them it. Is that easier hard for you Julie to callthis? It depends on the day such an honest answer: You're such agood guest. Oh, my goodness, that's right! So I'm going to recommend thatyou stand up when you call because you have more energy when you stand up notif you're in the car, but usually you stand up to smile and there's a processfor engaging somebody. The first time after you get your ideal customerprofile. Your personas then you're going to spend fifteen minutes onwhat's called the Ganata, and I can. It call- is fifteen minutes where you'regoing to pick up the phone and call people. It is an interruption call, butit's not a cold call. We help not sell in two thousand and twenty one rightand the connect gal is warm. Calling because you're not going to callanybody that you haven't researched that doesn't fall into your idealcustomer profile. If you don't have it figured out immediately just developtwo or three kind of categories you think they're going to be a good, andthen you research that person and you pick up the phone and you call and youuse your best capper Steve Radio, voice and you're like Dad. This is Julie fromthe name of your company standing up, and then you pause. You pause forthirty seconds, which is ionizing because, if you're not familiar withthat, it feels like forever. It feels like four hours of waiting, but finallythey're going to say I won Julie if you're going Wisconsin they're allgoing to be nice they're. No To do we know each other, and even if you don'tknow him, they're gonna like you, because it's was considente the matsright, that's just what I happened, but sooner or later they're going to say.Well. Why are you calling me and in two thousand and twenty one we used to?It's called positing statements where you're going to say: Do I'm calling youbecause we mark with the sponsing company that are with an honor mile ofSt Clair, who I have a hundred employees and a I particular issue. Iyou ever feel like that and if they say yes you're going to stroke, your Chinonyou're going to say, tell me more about...

...that and they're going to start talking,and then you have this conversation where you can help determine if you'reable to out everybody on this call, I by a book called Human CentreCommunication, because you want to help ye and the sepet of winning in twothousand and twenty is humans before money right and so everybody you callChili want to have something you can have with, and sometimes it's just acheck list. Sometimes it's a podcast. Sometimes it's a book that Shep wrote.Sometimes it's just find some way that you can help that ideal, customerprofile and persona and you're off to the rest. So two things I love to add to that bythe way: Dan, your brilliant, brilliant, brilliant, it's B, three be to thepower of three. When it comes to you, I want to say two things number one. Itreminds me of a quote from somebody I interviewed in a podcast years ago, whosaid his parents taught him if you chase the money, sometimes you get it.Sometimes you don't chase the customer and you'll almost always get it,because you care more about the person than you do the actual money, and thatcould lead to money. So the next side of it is, if you want to eliminate thecold call and make it warmer you're still going to introduce yourselfcoldly do with a bombon video. You can go on linkedin connect with them. First,whoever it is, you want to connect with people are usually accepting ofconnections, especially if you give them a legitimate reason. Why, then, assoon as you're connected you go into the contact and F and their emailaddresses there and you email, a bombon video that is very accustomed to them,shows that you've done your homework and if that doesn't Pique theirinterest, I don't know what will even. I think this is an amazing opportunityfor you to share the graph and get their opinions or the not it's not agraph to slide and get their opinions, because they're basically talking aboutthis right now we knew that Bombombay just about video email and videomessaging. That's the technical aspect...

...of what we do. An internal team cross, functional team worked forseveral months kind of in long conversation arrived at this languageof human center of Communication and part of the motivation was to anchorthe philosophy and something familiar. So if you're not familiar human setodesign is a practice, that's been, it's got it like a thirty or forty year.History on the screen here is a model from Ideo idea is one of the designfirms that is most closely associated with thephilosophy they've written. I mean decades of work on it and they'vedesigned some very familiar and remarkable processes and systems theydesigned the first apple mouse, but they also designed water systems inAfrica like this applies. Human Center design can apply to anything so we'reapplying it here, with the help of Dan and shepen others to digital communication, virtualexperiences, online messaging, etc. So the three components are desirabilityand the needs of people, feasibility, the possibilities oftechnology and then viability the requirements for business success nowhuman center design says start with what's desirable for humans and that'sexactly Julie where Dan started in his response to you, which was we need tofind out who these people are. Let's develop a concept who we think they are.Let's get in communication with these people. Let's propose what we think weknow about them, stop and listen to what they say. Let's take notes aboutwhat they say and let's continue to refine through increased intimacy withwho these people are and what they're struggling with and what they'reexcited about. That's the start of human center design, that's the startof human sere communication. The problem, however, is that mostbusinesses are operating when this is the bully and chart here they'reoperating with, what's viable what they think is required for their businesssuccess. What do we need? What do we...

...want? What is our target and technicalfeasibility? What can technology do so when we look at this potentiallyperverse intersection of what do we need and want, and what does technologyallow? What results? Anybody? What results? Dention digital pollution?Absolutely so we wind up automating the heck out of everything, loading up themachine with context that we bought or we acquired or borrowed or whatever,and we start using the technology to blast people to start getting repliesand form fills and things so that we think we're filling out business.Success all were proposing in this book in general, all we need to do is shiftfrom operating at the intersection of viability and feasibility to theintersection of viability, feasibility and desirability. We need more focus onthe human being. We need to shift to where all three of these thingsoverlapped, by focusing on the needs of the people that were in business, toserve and to quote Shep again and then to drop the screen share. If you don'thave a customer, you don't have a business there's the whole reason we'redoing all of this stuff in part me because it's fun in part, because wefeel compelled like mission driven to do it, but ultimately, if it doesn'tmeet a customer and create recurring impact, you have no revenue and youcertainly have no returning revenue. So there you are that's about a nineminute, slightly edited portion of an hour long conversation between me,Steve Pasinelli, Dan Tyre, Shep Hiken and people who've preordered, the bookHuman Centered Communication Again Dan and SHEP are two of eleven experts thatSteve and I interviewed in depth to help inform this to help you helppeople rather than sell to people to help you put recurring impact in frontof recurring revenue to help you put the needs wants in interests ofcustomers first, that is how we create better customer experience. That is howwe create human centered communication,...

...and that is just one of threeinteractive round table events that we're creating for people who pre orderthe book. So, if you're interested in learning more about the book, you cango to bomboost if you preorder one copy or ten copies or twenty five or ahundred or even up to five hundred. There are a number of special limitedtime bonus packages for you, but all of them include these interactive roundtable events, and we have two more coming up. If you preorder by the endof September, we have an event on October five featuring Adam Cantos, theCEO of Rem, ax, Mario Martinez, junior, the founder and CEO of Ven Grasso, andthe entire is going to be coming back to join us again and if you preorder bythe middle of October, there's another event on October, twenty firstfeaturing Dan Hill, who is an emotional intelligence and facial coding expertin d fact, he holds seven US patents in the analysis of facial coding, datawith Julie, Hanson, the creator of the selling on video master class, and wehave Lauren Bailey. The founder and president of both factor ate and GirlsClub, and if these names seem familiar to you, it's because they've all beenguesting this summer. On the customer experience podcast again, you can learnmore about the book and how to preorder at bomboost, and you can check outthese episodes and see the write up on this specific episode episode, onesixty by visiting Bombombay. If you have any questions at all, you canemail me Ethan Ethan at bombace, or you can reach out to me, hit me up onLinkedin ethen, but last name is spelled B. Ute hit me up on Lindon I'd,be happy to connect and communicate there to best to you, take care, andthank you so much for listening to the...

...customer Experience Podcast, thedigital spaces and channels we rely on every single day are noisier and morepolluted than ever. So how can you break through gain attention, buildtrust, create engagement and improve our relationships, reputation andrevenue? The authors of the Best Selling Book Rehumanize Your Business,take that question on in their new book human centered communication, abusiness case against digital pollution to help they brought in nearly a dozenexperts in sales, marketing customer experience, emotional intelligenceleadership and beyond learn more about human centered communication and seespecial preorder bonus packages by visiting bomboost, improve your revenueand reputation immediately and in the long term, visit Bom Bombombay thanksfor listening to the customer experience. podcast remember the singlemost important thing you can do today is to create and deliver a betterexperience for your customers, continue. Learning the latest strategies andtactics by subscribing right now in your favorite podcast player, or visitBom Bombo podcast.

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