The Customer Experience Podcast
The Customer Experience Podcast

Episode · 3 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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All we're proposing in this book.In general, all we need to do is shift from operating at the intersectionof viability and feasibility to the intersection of viability, feasibility and desirability. Weneed 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. Learnhow sales, marketing and customer success experts create internal alignment, achieved desired outcomesand exceed customer expectations in a personal and human way. This is the customerexperience podcast. Here's your host, Ethan Butte. Julie is a sales professionalwho works in the continuing education space and she's leading a shift for her organization. She is the first sales professional shifting for more of a beat Toc motion, selling these services to individual professionals seeking to continue their education, to moreof a be to be motion, and trying to connect with folks who areleading a training function and an education function in larger organizations. Fortunately for her, she pre ordered a new book, Human Centered Communication, a business caseagainst digital pollution. This is a book that I coauthored with my longtime friendand team member, are chief marketing officer at bombomb and my coauthor on aprevious book rehumanize Your Business, Steve Passin Elli, and one of the thingswe wanted to do in the preorder window of this new book, it releasesin October, of two thousand and twenty one. It's been available for preorderfor a couple of months now. One of the things we wanted to dowas bring it to life, not just give you additional resources and additional materialto go along with the book, but to provide very unique experiences. Andone of the things that we did with this book is that we interviewed elevenexperts, experts on sales, marketing,...

...emotional intelligence, leadership and other subjectsand topics that can help us connect and communicate with customers and employees and otherstakeholders more effectively. And so what we did was create what we call interactiveround table events where we invited some of these folks to join us, tojoin Steve and me and enjoin all of the people who have pre ordered thebook and a live conversation. We set these up at zoom meetings, notas Zoom Webinars, so that everyone can come with cameras on and Mike's on. We come with questions, we collect questions and advance and we really focusit on the folks who are in attendance. So Steve and I just executed thefirst interactive round table event and Julie joined us for that event along withcustomer service and customer experience expert Chep hike in and the first salesperson at hubspot in the sixth and Ploye at hub spot overall, Dan tire. SoJulie had the opportunity to ask Dan and Chep for some guidance and how tomake this transition effectively. So what I've got for you on this short episodeis about a nine and a half minute lightly edited passage from this event.I'll pick up with Dan tire who offers a very specific process for Julie toidentify who she wants to communicate with and some ways of reaching out to thosefolks. Then Chef hiken will pick up with a very key philosophy and thenlayer in a touch on how to add some video to that human centered communication. Then Steve Tosses it over to me to talk about the intersection of athirty or forty year old practice called human centered design and contemporary modern sales communication. Dan Has guested twice on the customer experience podcast. CHEP has also guestedtwice here on the customer experience podcast. You can get links to those episodesand you can see the visual model I'm describing by visiting Bombombcom podcast. Atbombombcom podcast we do short write ups,...

...we do video highlights and other thingsto bring these episodes to life. But without further ADO, here is insightfrom Dan tire and chef hiken on how to make the shift from B Tocto be to be sales using a human centered approach. All right, Julie, great question and first of all, congratulations on the promotion. Sounds superexciting. The way we go after new business in two thousand and twenty oneis a little bit different than the old days of like two thousand and seventeenhas changed a lot. It's just the last three years right, and theold days we used to go after everybody. Today you go after your ideal customerprofile and have you defined where you do your best work, where youwill be able to really leverage the best be to be like segment? Thisis new for our company, so I don't think we've we've done that yet. Okay, so I want you to just think about the various options youhave and try to create an ideal customer profile, saying we don't really havethe data yet, but we think that we will be working with Wisconsin companiesthat are within a hundred mile of St Clair, that have at least ahundred employees, that are got a long term training priority or something like that, just to find some of the characteristics and if you need help with idealcustomer profile, to send me an email and I'll send you some free information. Next, you want to figure out the per saunas of the people areactually going to make the decision right and every company, when they're selling anythingin be to, B or B Toc, typically have multiple personas, and onceagain I'll provide some great free resources in regard to per sauna development,so you under stand the thoughts and mindset of the people are actually making thedecision. And then you're going to start with human centric prospect which means you'regoing to find out how you're going to help those ideal customer profiles and thepeople within those businesses and you're going to...

...pick up the phone and call them. It is that easy or hard for you, Julie, to call.Yes, it depends on the day. Such an honest answer. You're sucha good guest. Oh my goodness, that's right. So I'm going torecommend that you stand up when you call because you have more energy when youstand up. Not If you're in the car, but usually you stand up, you smile and there's a process for engaging somebody the first time, afteryou get your ideal customer profile, your Ber Saunas, then you're going tospend fifteen minutes on what's called the Kinnet call, and a cannet call isfifteen minutes where you're going to pick up the phone and call people. Itis an interruption call, but it's not a cold call. We help,not sell, in two thousand and twenty one right, and the cannet callit's warm calling because you're not going to call anybody that you haven't researched,that doesn't fall into your ideal customer profile. And if you don't have it figuredout immediately, just develop two or three kind of categories you think thatare going to be a good and then you research that person and you pickup the phone and you call them and you use your best chap or SteveRadio voice and you're like, Dann, this is Julie from name of yourcompany standing up, and then you boss. You pause for thirty second, whichis agonizing because if you're not familiar with that, it feels like forever. It feels like four hours of waiting. But finally they're going to say hello, Julie, and if you're calling Wisconsin, they're all going to benice. They're going to do we know each other, and even if youdon't know them, they're gonna like you, because it's was constantant. It's thebig ones, right. That's just what happens. But sooner or laterthey're going to say, well, why are you calling me? And intwo thousand and twenty one we use what's called positioning statements, where you're goingto say, don't know, I'm calling you because we work with the sponsoringcompany that are with an hunter miles of Saint Claire, who I have ahundred employees that have this particular issue. Do you ever feel like that?And if they say yes, you're going to stroke your channing. You're goingto say tell me more about that,...

...and they're going to start talking andthen you have this conversation where you can help, determine if you're able tohelp. And everybody on this call you buy a book called Human Centered Communicationbecause you want to help people and the secret of winning in two thousand andtwenty one is humans before money, right. And so everybody you call Julie wantto have something you can help with. And sometimes it's just a checklist,sometimes it's a podcast, sometimes it's a book that sheep wrote, sometimesit's just find some way that you can help that ideal customer profile and persaunaand you're off to the risks. So two things I'd love to add tothat. And by the way, then your brilliant, brilliant, brilliant.It's be three, be to the power of three when it comes to you. I want to say two things. Number One, it reminds me ofa quote from somebody I interviewed in a podcast years ago who said his parentstaught him if you chase the money, sometimes you get it. Sometimes youdon't chase the customer and you'll almost always get it because you care more aboutthe person than you do the actual money, and that could lead to money.So the next side of it is if you want to eliminate the coldcall and make it warmer. You're still going to introduce yourself coldly. Dowith a bomb bomb 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 their contact info and their email addressesthere and you email a bombomb video that is very customed to them. Showsthat you've done your homework and if that doesn't Pique their interest, I don'tknow what will. Even I think this is an amazing opportunity for you toshare the graph and get their opinions or the not. It's not a graph, to slide and get their opinions, because they're basically talking about this rightnow. We knew that bombomb is not just about video, email and videomessaging. That's the technical aspect of what...

...we do. In internal team,cross functional team worked for several months kind of in long conversation ride, atthis language of Human Center communication and part of the motivation was to anchor thephilosophy and something familiar. So, if you're not familiar, human center designis 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. Ideo is one ofthe design firms that is with most closely associated with the philosophy they've written.I mean decades of work on it, and they've designed some very familiar andremarkable processes and systems. They design the first apple mouse, but they alsodesigned water systems in Africa. Like this applies. Human Center design can applyto anything. So we're applying it here, with the help of Dan and sheepand others, to digital communication, virtual experiences, online messaging, etc. So the three components are desirability and the needs of people, feasibility,the possibilities of technology, and then viability, the requirements for business success. Now, human center design says start with what's desirable for humans, and that'sexactly, Julie, where Dan started in his response to you, which waswe need to find out who these people are. Let's develop a concept whowe think they are. Let's get in communication with these people, let's proposewhat we think we know about them, stop and listen to what they say, let's take notes about what they say and let's continue to refine through increasereast intimacy with who 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 start ofhuman center communication. The problem, however, is that most businesses are operating wherethis is the bully and chart here. They're operating with what's viable, whatthey think is required for their business success. What do we need?What do we want? What is our... and technical feasibility? What cantechnology do? So when we look at this potentially perverse intersection of what dowe need and want and what is technology allow? What results anybody? Whatresults to postion digital pollution? Absolutely so we wind up automating the heck outof everything, loading up the machine with context that we bought or we acquiredor borrowed or whatever, and we start using the technology to blast people,to start getting replies and form fills and things, so that we think we'refilling out business success. All we're proposing in this book in general, allwe need to do is shift from operating at the intersection of viability and feasibilityto the intersection of viability, feasibility and desirability. We need more focus onthe human being. We need to shift to where all three of these thingsoverlap by focusing on the needs of the people that were in business to serve, and to quote Chep again, and then to drop the screen share.If you don't have a customer, you don't have a business. There thewhole reason we're doing a all of this stuff, in part me because it'sfun, in part because we feel compelled, like mission driven, to do it. But ultimately, if it doesn't meet a customer and create recurring impact, you have no revenue and you certainly have no recurring revenue. So thereyou are. That's about a nine minute, slightly edited portion of an hourlong conversationbetween me, Steve Passanelli, Dan Tire chep hike in and people who'vepre ordered the book human centered communication. Again, Dan and SHEP are twoof eleven experts that Steve and I interviewed in depth to help inform this,to help you help people rather than sell to people, to help you putrecurring impact in front of recurring revenue, to help you put the needs,wants and interests of customers first. That is how we create better customer experience. That is how we create human centered...

...communication. And that is just oneof three interactive round table events that we're creating for people who pre order thebook. So if you're interested in learning more about the book, you cango to bombombcom book. If you pre order one copy or ten copies ortwenty five or a hundred or even up to five hundred, there are anumber of special limited time bonus packages for you, but all of them includethese interactive round table events. And we have two more coming up. Ifyou pre order by the end of September. We have an event on October fivefeaturing Adam Kantos, the CEO of Remax, Mario Martinez Junior, thefounder and CEO of vn Gresso, and Dan tire is going to be comingback to join us again. And if you pre order by the middle ofOctober, there's another event on October twenty one, featuring Dan Hill, whois an emotional intelligence and facial coding expert. In fact, he holds seven USpatents in the analysis of facial coding data. We have Julie Hanson,the creator of the selling on video master class, and we have Lauren Bailey, the founder and president of both factor eight and Girls Club. And ifthese names seem familiar to you, it's because they've all been guesting this summeron the customer experience podcast. Again. You can learn more about the bookand how to pre order at Bombombcom book, and you can check out these episodesand see the right up on this specific episode, episode one hundred andsixty, by visiting Bombombcom podcast. If you have any questions at all,you can email me, Ethan etch n at Bombombcom, or you can reachout to me. Hit me up on Linkedin, Ethan, but last nameis spelled beute. Hit me up on Linkedin. I'd be happy to connectand communicate there too. Best to you, take care and thank you so muchfor listening to the customer experience podcast.

The digital spaces and channels we relyon every single day are noisier and more polluted than ever. So howcan you break through, gain attention, build trust, create engagement and improveour relationships, reputation and revenue? The authors of the Best Selling Book RehumanizeYour Business Take that question on in their new book humans centered communication, abusiness case against digital pollution. To help, they brought in nearly a dozen expertsin sales, marketing, customer experience emotional intelligence, leadership and beyond.Learn more about human centered communication and see special preorder bonus packages by visiting bombombcombook. Improve Your revenue and reputation immediately and in the long term. VisitBombombcom Book. Thanks for listening to the customer experience podcast. Remember the singlemost important thing you can do today is to create and deliver a better experiencefor your customers. Continue Learning the latest strategies and tactics by subscribing right nowin your favorite podcast player, or visit Bombombcom podcast.

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