The Customer Experience Podcast
The Customer Experience Podcast

Episode · 2 months ago

169. From Cold Prospect to Healthy Relationship w/ Mike Chambers

ABOUT THIS EPISODE

For the entire year of 2020, his team booked about 450 meetings. So far in 2021, they’ve booked about 550 meetings in just the first three quarters by sending over 220,000 emails that people want to read. 

In this episode, I interview Michael Chambers, Vice President, Sales Agency and Training Teams at Precision Value & Health, about why he puts relationships at the center of everything he does for customers and employees — and cold prospecting.  

Join us as we discuss:

  • Why relationship and responsiveness are at the center of customer experience
  • What the qualities of great candidates are to Mike
  • How he designs a successful cold email strategy
  • Why it matters to accept “not yet” as a response
  • How to stay available to customers and employees 

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I care a lot about relationships.I care a lot about leveraging relationships right. So, who? You never know? Who that person knows? WHO's that can make an introduction to somebodyelse? The single most important thing you can do today is to create anddeliver a better experience for your customers. Learn how sales, marketing and customersuccess experts create internal alignment, achieved desired outcomes and exceed customer expectations in apersonal and human way. This is the customer experience podcast. Here's your host, Ethan Butte. In sales and marketing it's easy to be average but hardto be great. So what makes the difference? Will address that question todaywith a guest who came up as a pharmaceutical sales rep before launching two brandsin the space. As a marketer, he now serves as vice president ofSales Agency and training teams at precision, value and health. Will get intohis guiding sales philosophy, his approach to selling six integrated service lines, howhe hires trains and coaches and ways to approach cold prospecting, among other topics. Mike Chambers, welcome to the customer experience podcast. Hey, let's goon anything. Thank you so much for having me. Yeah, I'm reallyexcited for the conversation. Before we hit record, we are chatting a littlebit because you have the privilege of spending some time together in person with yourteam, including some team members that you hired during the pandemic and never metin person. Tell us a little bit about that. Tell us what thegoal was of getting these folks together and kind of high structure that time together. Yeah, sure, so, to your point, we haven't had achance to meet in person. So everything's been done via zoomed just because ofCovid in terms of the interview process, to weekly one on ones or inany type of kind of team meetings. So how do wealdy come in town? Whole Point, obviously, to get everybody together. Finally, facetoface,and you really wanted to achieve a couple things. Number one, give backto the community, so we served at a local homeless shelter in Philadelphia andreally really enjoy the time they're number two, obviously, more team bonding. Sowe really did a cool event escape the room, which was great.We did escape, which is which is fund gratulation. And then, andthen finally, team dinner so got them all together and really spoil them overa nice team dinner here in Philadelphia. So it was a great time andto me, for me personally, you know, relationship is everything, soto be able to shake hands, give hugs, let them do that toeach other and and really just get to know each other at a more personallevel was very important and mission achieved. For sure awesome. And we're goingto get into customer experiences just a minute, but I want to go one onelayer deeper there, and it's going to seem like an obvious question,but we can all think about an express it in different ways. What isthe difference of being physically together in person, whether it's with your team or whetherit's with a potential customer or with a longtime customer or anyone else?What is the difference between spending that time physically together as fellow human beings,versus can annecting digitally, either over the phone, over zoom or some othermeans time? Just talk about the difference in your experience, no doubt,and you know that's a big I struggle with that in the beginning because I'msomebody who's on the road of ton doing a lot of facetoface meetings. Asas as my team, I think it's the relationship piece. I mean wetry so hard, obviously with cameras, we have zoom, but just tothere's a different feel and you really get the true reaction when you're when you'rekind of person to person facetoface. So to me that's extremely important. Ithink it can build a relationship even more so when your in person. Obviouslyobviously shaking hands, all that stuff. To be actually physically present, Ithink is extremely important. I tried my best, my team has tried theirbest to kind of master the zoom, the zoom call for whatever platform usingfor us at zoom. But yeah, it's just not the same. Ithink it really comes down to just the true relationship piece, for sure.Awesome. So, Mike, where we always start, and you know thishiss with customer experience on this show, and so I would love for youto give a definition or some characteristics or some thoughts to it when I saycustomer experience, Mike, what does that...

...mean you? So I think numberone it really goes back to the relationship peep piece. I think people buyfrom who they like and they buy from whom they trust right, but howdo we do that? So to me, relationship piece is a big piece.I also think about responsiveness. So when somebody wants something, how quicklyare you giving them what they want? And it's not just responding for thesake of responding, it's responding in a way that they're going to get valueout of the rest fons. It's a big part of what we do here. You know, for everybody except or seven. I feel like our peopleare seven. Like there's any now that comes in or there's a call thatcomes in, we make it a priority to get the customer what they want, which eventually leads to an effortless experience for the customer. I want ourcustomers to feel like dealing with precision, which is the company I work for, is it's an effortless experience. Is enjoyable experience, but it's effortless.So there's some of the characters as I think, oh, for sure,awesome, some very, very keywords. Their responsiveness is a thing that's probablyone of the most important things right now and I think B Toc is settingthe bar, but it can and should be present everywhere, because people don'tmake that distinction. They need and want it everywhere, so I really appreciateyour approach. You. One quick follow up there. You know, youall have multiple stakeholders and we'll get into precision and what you all do injust a moment, but you know, among some of your stakeholders are payers, health systems, scientists, healthcare providers of course the consumers themselves. Howdo you all like as a whole, not just as a sales team butas an organization? Like how do you think about customer? Like how manycustomers you know when you're in a meeting with maybe your peers in other teamsand departments? How do you all think about customers, like what who isthe customer and or maybe what tears of customers do you have like among thosevarious stakeholders? It's an interesting topic because, to your point, we have aton of different customers. So we can of ultimately are our customer?Is the Pharmasu, you know, the Life Science Company, but that insidethat life science company. You're right. It could be a pair marketer,it could be a CEO, depending on the size of the company, couldbe a chief commercial officer, it could be, you know, a chiefscientific officer. There's just so many different levels to your point, and theyall think about different things and they all purchase differently. Right. So forus it is important and you know, we're very targeted in regards to ourmessaging. Right. So, if we have, if we're going to be, you know, pushing our medical communications offering, which is really geared towardscommunicating the science, which is more towards a science purchaser, we're got tomake sure that we're really buttoned up in the science. If we're, youknow, pushing our marketing advertising offering, we can be a little more creative, lacking better order. So we want to spice it up and be alittle more fun. So to your point. Yet it's definitely across the board andit's something that we think about a ton of just in terms of howwe gonna you know, what is the message it's going to go out tothat person and how can we make sure it resonates as personal as part aspossible? We want to make sure it as a personal touch to it.So awesome. So let's just go straight at it. then. What forpeople who aren't familiar, tell us more about precision, precision, value andhealth. Like you've already mentioned some of your customers. But but what problemsdo you solve for them? And maybe speak also to the six integrated servicelines? Yeah, sure, yeah, absolutely. So precision value and healthis part of a larger company called Precision Medicine Group. So they'll you know, the companies precision medicine group and we partner of life side companies to bringtheir innovative assets to the marketplace and we we can really touch every kind ofaspect of the asset to its life cycle. So whether it's early on through RD support or it's kind of through the commercialization, kind of impact atcercialization of the asset and really helping all the commercialization services. So for precisionvalue and health, M team really represents bringing agency services and training services tosupport life science companies and some of those services are medical communication services, socould so communicating the science. We also have marketing advertising services, so wecan help support obviously the marketing advertising of that asset, either that's to aphysician or to the patients themselves. We...

...also have a pay our communication service. So how do we make sure that ultimately the end goal is how dowe make sure it is affordable for patients? And then we have a training offeringas well, and that training offering really helps life science companies train theirfolks to be able to do their job the right way, whether it's fieldrepresentatives going and seeing physicians on a daily basis, whether it's pay our marketersgoing to speak to their audience, or whether it's internal training as well.So we can really help really shoot the knots when it comes to the lifescience arena. Awesome, and just dumb that down like really, really farfor a lot of us that aren't in this space like in an intimate waywhen you see lights sciences for it. Just give me a few examples ofnot necessarily name brands and come he's, but like what types of products andservices are you helping? Do the strategy work for the marketing, communication,even evidence generation efficacy. Probably you know what are some of the products andservices that you all are helping with the marketing, training, advertising, etc. Absolutely, so I can I can dump this down pretty easily. Sowe certainly work with the large pharmaceutic the companies to the folks that you canimagine there. So a world world, example, you may see commercial ontelevision for a brand that or a product that the pharmastutical company kind of isbuilding awareness around. We would be a company that would be able to putthat commercial together. If you're in an airport, you see an advertisement ofthe airport for a certain product, pharmaceutical product, we have the ability tobuild those those those assets in terms of marketing the product from an educational standpoint. When you're in a doctor's office and you go to a doctor's office andyou see some pamphlets in the waiting room or you see pamphlets in the actualin your actual waiting room for when you're actually waiting to see the physician,we would put all that collater all together as well, and then also educationalmaterial for the physicians that maybe patients don't see as much, right. Sothis is more educational material geared towards healthcare providers. Awesome. So let's youknow that's what you all are doing with your customers. Let's let's focus onyou a bit as a sales leader. MIC You have some marketing background,you have some sales background, obviously at health because what you're doing is alot of marketing and communication work. But now you're leading sales teams to createthose opportunities, and so it start at a high level, like do youhave a guiding philosophy that you've developed with not necessarily like a formal one,that stated that you use to hire people, but you know, as you approachsales, in the sales process, we're a few just kind of guidingprinciples, things that you like to impart on your team, or qualities orcharacteristics or mindsets that you're looking for in the people you like to attract toyour team. Like how do you how do you think about it and goabout it? Yeah, it's a great question. So going back to workethic, and it's so hard to actually pull it out of somebody like thiswithout them saying, yeah, I have a strong work ethic right. Butsome of them, when I kind of go through the interview process, maybeshort a cultural, fitful work ethic standpoint. I care a lot about work,like bound to forever. That for kind of whatever that means. Forsome people means different things. But I want people to be able to enjoytheir their way from work and with them to shut down and enjoy being awayfrom work, work, you know, I want them to be kind ofin it, but in it because they want to be in it. Rightand I know this is kind of some kind of all over the place justanswer, but I really think our team, I know they approach their daily businesslike they own the business. We don't know the business. You're right, we work for great leaders in the company's phenomenal but the end the daywe really do approach our work like beyond it. I mentioned earlier seven,so it's something like we're on at twenty four seven. But for me,I really it goes back to work. I think I you know, youcan teach someone relationships, you can teach someone meaning that they will build relationshipsover time. You can teach somebody kind of the knowledge or the feel thatthey're going to be working in, but...

...you can't teach some work. Ithink I really believe it's kind of either you have her and you don't.It's kind of what I've always been told and I believe in that. Soit really goes back to kind of my sports background. I played football inschool, I play football in my life. So coming out I, you know, just I had that really grind mentality built into me and that's somethingI look for now when I hire, that when I hire my folks,and they all they all have it. They all have that strong work,I think. So to me, work, I think, is definitely number one. Number two, I go back to the relationship piece. You know, it's being a likable person, but it's not just being likable, it'sbeing honest. The one that I always give my people a hundred percent trustuntil it's broken, and I asked them to be honest. Seven, andthat goes really to even down to the customer experience level. There are manytimes where we could be in a situation even where we don't have the answer. It's okay to say, Ethan, I don't have that answer for youright now, but I'll tell you that I'll have it back to you.You know, within thirty minutes or an hour after we leave this meeting,you'll have that answer. You become so much more real of that client andthe client appreciates that so much more so than maybe you go in with ananswer that you may be thinking is sixty or seventy percent accurate and then havingto eat your words later. So there are some of the different things thatwe kind of that I would say that are part of the process and torims of our actual process in terms of kind of selling and taking a coldcontact who's never heard of precision and getting them to actually eventually become a customer. Do you want to go there next as that an okay spot to go? Yeah, I would love to. Yeah, perfect. So we built. This is something that that I care deeply, deeply about. So whenI was a farmer route we used to have this we call our routing,and what you would do is whatever ten or twelve physicians that you saw thatday, whoever you saw on Monday week one, you would go see againon Monday week three. So then Tuesday week one, Tuesday week three,Wednesday week to Wednesday week four. So it's a two weeks. I bykind of buy with you routing. So I took the same approach when Istarted here. So I thought to myself, how I'm going to get somebody who'snever heard a precision to respond to my email? And, by theway, we only do email, so we do not pick up the phoneand call anybody who's never heard of us. Eventually, once we start making connectionsvia email and we become kind of we get to know each other,of course we'll pick up the phone call, but in the beginning it's pure email. So I said, how can I send an email that's going tobe impactful but not be somebody who sends an email every single day or they'rejust mact meant, I'm subscribing immediately. So I took the same exact ofzact approach. So it's by weekly. So we have a obviously a tonof contacts that that we email, cold contacts, and whoever we hit,you know kind of email. Monday, Tuesday, Wednesday, Thursday, weekone, they get hit week three, same week, two weeks or sofor the most part everyone's getting email twice a month. And our email reallycomes down to, you know, their title. So depending on that person'stitle, that's the content they're going to get. We don't just send massemails out at all the same content expect people to reply. So it's very, very kind of streamline to depending on who you're what your title is,that's the email you're going to get. So we're sending their right message tothe right audience and then, pending on where their asset is in the pipeline, it's at the right time. So right message, right audience, righttime. The other part I want to say that's extremely important is I've hadbackground where I work for companies that purchase lists. Let's go purchase the listof all these customers and we're going to cast in that why we're going tohope somebody responds. And my experience with those lists have been they're not accurate. Some folks on the same company anymore, email domains don't work. So wesaid we're not doing that. So from day one I said we're goingto do a man made list, we're going to do everything, we're goingto use Linkedin, we're going to do different use different resources, both internallyand externally, to identify our customer base. Then, once we have our customerbase identify, we're going to, you know, identify as many folkscontacts that follow on those different cup you know, those different kind of segments, and that's what we did and it took about probably three to five monthsto build that database. But it's accurate,...

Ethan, and that's the most importantthing. So now you know, you take it full circle. Industryaverage in terms of open rate and response rate, and the average is fifteenand eighteen percent from an open rate standpoint. Our Open rate twenty four percent.Response rated anywhere. From my less than one percent to one point one, two, one point one, three percent. Our response rate is definitelyway higher than that. Year a day last year, all year long,I see you remember, these are cold contacts. Even so, last year, all year, for the entire year, we booked about four hundred and fiftymeetings, which, when you think about its, divided that by twelve, it's quite a bit of meetings for month. Year a day. We'reright here, obviously heading into queue for we're already at about five hundred andfifty meetings. So our process is working right. So we're meeting with people. Then obviously, from a win percentage we have, you know, wecan talk numbers, but a lot more wins that have obviously cultivated because themeetings book. So yeah, there's there's the interesting layer in there and thereason that it's so important to be a handmade list of people is that timingelement you talked about. They have different products at different points in their ownpipelines and you are super relevant at specific moments and you can be perhaps tooearly, but that's a lot better than the alternative, which is being toolate. Go one layer deeper on that email strategy at a is the goalto be concise and provoke a reply so that you can maybe have a backand forth and maybe get on the phone or maybe even get on a videocall? Or is it to do a long play where you're like telling storiesor providing, you know, case studies or some other thing to kind ofprove your value? Is it a blend of both? Like what how doyou approach that? Let's just say you've got someone that you're going to worknow on this biweekly basis for five months, so they're going to get, youknow, eight, ten, twelve emails over some period of time.there. Ten is the number, but approximately, what are they getting overthat time and what's the goal of some of those messages? Love the question, while the question, because we go back and forth about this internally alot, our goal for for the team that that kind of responsible for,is we want to get them on the phone right away. If I canget somebody on the phone, I can start building a relationship with them andthey may say to my team, I'm not ready now, but please emailme in three months and I'm going to go down that path in one secondbecause it's so important and I think that's a big lack of most sales people. When somebody says email me in three months, I really believe nine outof ten sales people don't email in three months. It's really the one outof ten that are doing that and eventually lead to a sale. Right.So for us, every one of our emails Ethan and by saying Hey,over the next two to three weeks you got fifteen to twenty minutes top onthe phone. We just want to get on the phone, give a quickintroduction and at the time is not now. That's okay, but there is goingto come a time when you're going to need us and that's we justwant to build awareness. So to your point that you mentioned earlier, interms of timing, you'd rather be earlier than late. Write. A lotof these folks are putting out ourfp's request for proposals. I want to makesure that we're on that list so in the URFP does come out, wehave a shot on goal, because I really believe wants to a shout onwill. We would extremely strong team that's going to execute and really do wellat the pitch. It's just getting the opportunity to pitch. So for us, every email ends with trying to get them on the phone and there's alot of times will apply back and say, Hey, Mike, Hey, alexaySarah, Hay, tie, we're not ready yet. Please email mea email me in three months, and we do that and then let's keepgoing with that. Three months later and we have a system in place thatmakes sure that we know to email that person in three months to the day. Right. We're very precise. Hey, just following up because they gave usus now the permission to do that. We all them accountable. We followup three months later and they may say again, Tie, Alex Sarah, we need another you know, please email me in three months. Andwe've had this happen and then eventually you go a year and you're beating yourselfup, man, but, like I tell the team, stay patient,it's going to work out. All of a sudden and email comes back.Hey, we're ready to talk, and...

...it could be three months later,it could be seven months later, it could be a year later, andthen all of a sudden you're talking and now, all of a sudden,three, four weeks later, that person is a customer. So it's areally cool and I always tell my people this is a marathon, not asprint. Obviously when to get them on the phone right away, but it'swhat you do once they respond and how you react and kind of how youbring that person to the kind of sales cycle from there. So, yeah, when you started in your career, what I'm thinking about here's the evolutionof your process. So it seems it seems like it's working. It's definitelybeating the market. I think probably the consistency, the intentionality behind it isprobably part of that. How might this has been different for you, ifyou're running this team, let's just say ten years ago? How do youthink this process has evolved over time and how do you think perhaps it mightlook different two, three, four, five years from now? And I'mwhat it were I'm specifically at with this is kind of channels, you know, between linkedin email phone calls. Certainly I would love to talk to youabout adding videos to some of those messages to bring them to life. Likegive me like a past, present future like this seems like a good thingfor you and your team. Now, how, maybe, has it evolvedover time and where might it go? Yeah, that's a great question.I think before you said to be ten years ago. Mike, your jobis to go out and trying to get these people to take a call.I would probably, probably would have, maybe I probably break it down myterritory and we may be out driving and coming to see people facetoface and saythy can we just get an opportunity to talk? I do think the emailstill be a play. mean, I'm email was around ten years ago,so she'd still be emailing. But if making maybe making more phone calls.Phone calls were probably more accepted than in terms of folks picking up, leavingvoicemails, maybe sending a little bit of hard mail, right, trying todo something just to differentiate yourself and get in front of them. Now,I I feel like with linkedin an email picking up. You know it happensto me, happens you up short when somebody calls you in to random numberand you happen to pick up at it to salesperson and you're the middle ofsomething. You're called off guard and you're just like, I can't talk rightnow, right like or you. You just want to get off the phoneusquickly, sposible two kids. If I'm playing with my daughter, my son, like it's my time with them. I just want to get off.But if I'm emailing somebody, does give them the ability to respond when theywant. Now it also uses the ability to never respond. But how doyou get creative in your subject line or how do you get creative in yournext email and get them to eventually respond? So I think email, linked messagegreat. I love the Linkedin message part because it does add a littlebit of personal talk to it because they can see your face, you cansee their face, so it's a little bit more personal. Or do Ithink it's going to be maybe three four years from now? I hear youwith the video, it's something that we talk about it. I'll ton internally. How do we add more video to your email outreach? I love thefact that you can hit play on a video and an email and you cando nothing except sit back and listen. Right, maybe it's not so mucha video of yourself speaking maybe to a thirty second video of your offering,which people do now, but hey, just simply check this out and letme know your thoughts. Right. So I think video is definitely here now. It's going to be even more of a play later and then obviously it'sall on your phone. So how do we get even more personal on yourphone? I don't know whether another APP gets created, something gets created,but I think obviously everything's going to live in your hand. It's already thatway now it's only going to get even kind of more that way. Sogetting somebody the information they need as quickly as possible, I think is isobviously how it's going to above. So Yeah, so your folks, let'sjust walk this out a couple one more step. So your team's emailing,you're trying to stay in front of people. Let's say the timing is right,you get on the phone, they're like awesome. Then what like?Are you getting on a video call? How long is your sales cycle?How far? How long does this the REP stay with? It kind ofwears. Maybe a handoff point, like just just give me just a quickgo at, like what a good process looks like when there's a successful relationshipbuilt in. Someone really needs and want...

...through services. Absolutely absolutely. Sowhat happened is we'll get on an introductory call, we'll walk through kind ofwho we are, the services that we provide. They may say, Hey, we're interested in three of the services. They may say, Hey, we'reonly in our student one, once we understand what they're interested in andwe have a qualified and we understand the timing, the budget, all thosedifferent things. We bring in the subject matter of expert, and that couldbe two different things. It could be, Hey, we're bringing in three differentagencies, are three different companies that are similar to yours and you're goingto pitch for our business, or hey, we're not doing that, we justwant you to pitch right away. We really like you got to sayout front. It seems like a perfect fit. Either way, it usuallycomes down to some type of pitch. We're bringing the sime the subject matterof expert or subject matter of experts to come pitch, and at that timeour role is once we get that meeting, we are kind of the MC forthe day. So thank you for the time. We'll do the introductorydo all the pleasant trees, and then it's I'm passing it over to thesimes. Go to walk you through everything. Then we'll come back at the endto kind of close the meeting off and talk about next steps. Andthen one as it closes right, and that could be you can just youknow, that could be. It's all timing right. It could be threemonths, it could be three weeks, it could be a year, butfor the most part, once we know somebody's interested, I'd say that twoto three month window is typically typically out work com meeting, once I knowthey're ready to purchase. But then once we close it and it's closed andyou know, kind of statment of work is drafted, the next one wethen officially handed off to our account teams and the account teams then take itwrong with it and then they're that's they're on it now. I, asI mentioned a million times, I care a lot about relationships. I carea lot about leveraging those relationships right. So if you you never know whothat person knows who's then can make an introduction to somebody else. So ourteam will still check in with that person, maybe monthly or Cordn quarterly, howdepending on how close that relationship is. But it really it's the accounts team. They're running with that and they're owning that and then we're kind ofour job is to it's kind of on to the next one. How dowe get the next one kind of in line? So that's kind of theprocess that we that we go throw cool that sime. The subject matter expertis interesting. Do you do you employ? This is kind of like a reallybig question that I'm turning it into in my own head. Do thesubject matter experts ever engaged directly with your team, like in terms of training, which then walks me out in my mind to like talk about sales enablement, like what does marketing provide for you all? What are these subject matterexperts provide, maybe directly to your sales people to keep them up to speedor like. What what assets are you leveraging internally, and perhaps even yourown coaching from your own experience to make sure that your sales reps feel confident, that they're speaking with confidence, that they have what they need, thatthey understand the customer well, like, what does that whole piece look likefor you? Yeah, absolutely. So you know the we call a businessdevelopment team, which means once we wear the sales team, so once wepass it over to the business development team, that means it's now ready for eitherformal capabilities, a former formal presentation, to be built or, Hey,we're going to sow or MSA etcenter, master service agreements and Stephen the work. So, but they do a great job providing US playbooks. Sothe SMMES, they work with us to make sure that when you guys areout talking about this service, here's exactly what you want to say. Theyreally have dialed it in for us. Also give us strong qualification questions.We want to make sure they when you hand this over to us, wehave these answers to these questions, so we really understand what they're looking for, so when it's handed over to them they are so set up to havesuccess and it's all us to write Ethan. I want to make sure that whenI'm handing something over to Sima, this Sim is going to come inand knock it out of the park. They're going to hit a grand slam. You're going to wow the customer by man this person's never met me andlook at all this stuff. They know right. So it's very important thatwe understand what they're looking for, that they train us something exactly what theywant us to real how they want us to represent the offering, and thenmake sure that the should they're set up for success. So we do geta ton of, you know, kind of play boat the material from theSIMS. From a marketing standpoint, you know, we're starting to work morecloser to marketing than ever. So a lot of our you know, wework the sales team but, as you...

...can see, we do a lotof the code outreach, whereas traditionally a marketing team will do that code outreach. No hand out over to you and then we get the warm leads andwe can then begin the process. So our company is, you know,at the point now where we're really starting to work closely with marketing, whereI do think it's going to involve in regards to the more of the storytellingemails right. So our marketing team does a good job with us. Ouremails are kind of not so much storytelling. It's straight to the point. Here'swhat we offer. The time seems right, give us fifteen to twentyminutes, whereas the marketing team maybe, you know, they're going to takeit maybe even more projected further out. Clients don't need us so much rightnow and start to tell stories as it head to but now we're starting towork more close with them and they've done a good job giving us additional contentto playlist and play with and to think about, as well as different subjectlines to get folks to open sometime. We're maybe striking now. So yeah, so smart. When you mentioned storytelling, I immediately thought of hate, reachout to me in the middle of the year or reach out to meearly next year, like what do we do in that interim? And itsounds like you're finding a great way to work together to plug that gap.I'M gonna go back a little bit to the SME and like making like theygive you the language. We've done episodes on this show of equipping salespeople withthe customers language, and so I love the have this layer of subject matterexperts to provide that, which makes me think about, like where are yousourcing your next best salesperson, like is is you're trying to like, let'ssee, you're ready to build the team out or someone decides it's time tomove on and so we have a spot available on the team, like Iassume you're you and ideally pull from some of these spaces and industries and theycome with some background, maybe even some relationships, but maybe that doesn't happenall the time. Talk about where you're finding your next best people. That'sit's a great question. So my latest tire this one Sara, who's final. She actually came from the account side. So the fact that she knows exactlythe process of how we work internally, what it's like to interact with acustomer. She understands all the services that we already offer because she wasthe one really running the accounts and she had this really strong desire to getinto the sales role and opening popped up and I was like man, thisis perfect, like she already understands what we do. Now I can justplug it right in, just really teach her the sales processes. She's reallyshe's really off to a great start and flourishing already in regard to where wepull. They would be great to say, Hey, I love to hire theperson who has a miiliar relationships, who's going to come in and makefive phone calls and get five clients and they're just going to get five homeruns off the bat. Sometimes that's possible, sometimes it is is an ideal,of course it is. We'd love to hire people with the relationships.For me, ultimately that would be great, but I have no problem hiring somebodywho this may be their first job, this may be their second job.They don't only have a ton of sales experience, but they want togo, they want it, they want to make they want to make money, they want to build a name for themselves, they want to help growthe company, they want to be part of this culture and they have theyhave a really strong work ethic. But I can get that person and reallyteach them everything else, which is a lot of time, investment up fun. I understand that there's this can go one of two ways. I knowpeople have different poliefs on it. But if I have somebody's extremely passionate,extremely positive and they're going to run through a wall and I'll and I justgot to teach them kind of how howne that. I need to teach themhow what we do, what we offer. I really love that type of candidate. I've had a lot of success with those types of candidates. Italso gives them the ability to grow here. I care so much about that Ethan. I'm not somebody. I care a lot about my team. Icare all about this company. I love the kid, love precision, Ilove what we do here. So for me, I don't want to hiresomebody, have them have two or three years of success and then leave.Ultimately, we can't control that right. We don't have a crystal ball,but I do love the ability to constantly move people up and develop them.It's a big part of what I used to do in the pharmaceuticals might begotten a pharmastuical management and no developing pharmaceutical Reps. it's what I'm doing here. How can I take somebody who maybe this is their first or second salesjob and now all of a sudden they're...

...becoming a sales leader here? Soto me I love the developmental piece and keeping them here long term because again, this is a this is quite a company we're building and I'm excited tosee what the future holds here. For sure, awesome. It is.To Tie back right to the introduction. I mean the difference then, Ithink you would agree, Mike, and actually using your words in a way, the difference between good and great here is that work ethic, it's thatpassion, it's that caring. We can teach the rest and and to yourpoint, I think, and I'd love for you to just share your ownthoughts or experience on it, I think the difference between a two year teammember and a six year team member. There's a lot there, including theywant to be successful and feel successful, but I think above all they probablywant to feel supported. And so it seems like you've got a really healthyinfrastructure between your own attitude your own commitment. Probably you're the seven responsive to yourreps as your reps are to the to your customers and potential customers.But that that investment in somebody and seeing that quality in them, seeing thatdrive in them, seeing that potential and passion in them and then just investingin it is probably the difference between someone who hangs around for a while andsomeone who makes a real, real go of it. I could agree.Mo. I always say people don't leave their job elieve they're there their manageror their leader. So for me, I always say, you know,my team doesn't work for me, I work for them. I am therefor them four seven. I will never they will always have what they needto succeed and if there's if they don't have what they need, I alwaystell them call me whenever, just because I care. I care so muchabout their success. But ultimately, is our team success right to our teamsland as good as our people. The other part you mentioned about you knowgood and great. I see this a time ie this to my people.The only one stopping you, as you so the difference between it's it's easy, the wrong word, but you can follow where I'm going with this.To be average, it's it doesn't take that much right, like you wantto close one or two deals, you want to make a good living like. That's great. You want to have some success when I'm some impact,that's great. It takes some effort, but it's relatively easy. If youwant to be great, it's hard. It's hard. It's hard to bethe person that says I'll fall back up in three months and then actually beingthe one to do it. It's hard to be the one you know,to say, you know, can you send me this extra collateral and inyour mind like man, I've sent this personality five pieces of collateral five differenttimes. But you do it right. So it's the little things. It'shard to constantly be on and constantly do it. But if you do thatover time consistently, and that's the big word I want to say, consistent, don't cut corners. If you do it over time consistently, you dothe right thing seven the majority of the circumstances. Not every time, butthe majority will work out your favor and I really believe that's why I preachto my people and I think they see that. We were dinner, Isaid in earlier. Were dinner last night and we went around the room.It's important, I always understanding what the how they how they motivated. It'simportant. Some people going to buy better, may by money summer, but aboutby PTO. So we're going to Beatey by just recognition. Just dependsfor every it's really all depend on the individual. But we're going on theroom and we talked about collectively the culture and how we all feel like we'rein this together, and that to me met more ethan than anything, becauseI want them to feel that. I want them to feel that we areall in this together and this isn't just a one or two man show.We're really all together and we're all doing this together show. It was acool experience, but but yes, I that good and great. It's hardto be great, but it's definitely possible, for sure. So good. Ifyou have enjoyed this conversation with Mike. I've got two more that I knowyou'll enjoy. Episode One hundred and twelve with Lisa Earl mcloud. She'sthe author of selling with Noble Purpose, also a book called leading with NoblePurpose, which is why I thought of this one lane. And you endedreally there, Mike, Talking about leading with this. You know, herphilosophy is around this. Like when you understand the impact of your work,it allows you to approach it in a...

...different way, and the nobility,the providing of service and value, the consistency, the idea that your nameor your name brand stands for something, is something that can be really,really motivating and and provide us the the needed will to get through the hardthings and the hard times and to make those follow up touches that you're talkingabout. Mike, sets episode one hundred and twelve with Lisa Earl mccloud,a little bit more recently, on episode one hundred and thirty two with JasonBay of blissful prospecting. We called that one bringing empathy back to cold emails. So if you enjoyed what Mike shared on cold prospecting, although, Gosh, Mike ears is it's it's like lukewarm prospecting and that you've hand selected thesepeople with a high degree of intention, you know you didn't just check alike a if this is true. If this is true, in this isfalse. You know, Adam to the list and let's see, you know, crank it out. You know you're luke lukewarm. Is your cold,I think. But in any case, on episode one hundred and thirty twowith Jason Bay, we talked a bit about bringing empathy back to cold emailand how to do that. Well, before I let you go, Mike, and this has been such a pleasure for me, I appreciate you spendingthis time with me and actually with all of us who are listening, I'dlove to give you two opportunities. The first is to think or mention someonewho's had a positive impact on your life or your career in the second isto put you in the customer seat and and have you share with me acompany or a brand that d really, really delivers a great experience for youas a customer. Yeah, so I'll be cooking that Ethan. Thank youso much for having me. This has been awesome and really appreciate the opportunity. For me, you know, I've many mentors and I wish I couldname them all, but you're tell me a name. Want. So there'sa gentle by name of Fernando Mattias. He was the CEO of the companythat I came from prior and what he gave me the ability and really believedto me and promoted me a couple times over there, and I've learned somuch from him. But the one thing that I took from him was likehow to treat your team and how to care about your team. You know, there are several stories and so situations where you know just the way hetreated me and I'm like man, this is the CEO and he's doing thesedifferent things from me, actually cares about my my life outside of work.So phenomenal person. I still talk to him to this day. It's probablya weekly touch point for either text phone call once a month, but somebodyreally, really not only developed me professionally but also personally, just traits thatmade me a better person. So definitely for an end of for sure.And then in regards to experience, we have a road cool patty on mybackyard and I had there was basically the ground in between the stone and theback we're starting to molde a little bit, so i Google, I'm like hey, you know, trying to figure out what. I'm not handy that. So I'm like somebody do and not the handiest guy in the world.So I'm trying to figure out, like who can I call to do this? I Call My dad, I call someth my brother, but you guysknow anybody. So there's this company called clean my papers and the older namedButch. So this guy comes over and he is like the ultimate Blue CollarGuy, which I love it. Appreciate Right. So I was, youknow, I'm somebody who comes from a construction family, on the first oneof my family to go to college. So I love came over and hetook the time to, it's amazing, like to explain to me how themold builds, you know, kind of builds on the ground in between thestone, how the weeds come up. I'm thinking myself and I was interested. I'm like, I'm think I said I don't like care, but he'stelling the story. He's like walking me through. I'm at all how thisprocess works and he's like, Mike, we're going to come out, we'regoing to do all this different stuff and you're not going to see mold forthree years. And I'm like, Butch, let's do it. So this guycame out, he broke everything down in my back Patti was a mess, it was a mud pit and by the time he was done it lookedbrand new and it's been great ever since. So, you know, for thatjust the educational part, which, for me at least, I don'treally care about mold growing on ground in between stone, but I did doingthe time he was speaking to me. Was So passionate about his craft andI was so apprecientib of it, and then the end result was novel.So that would be definitely one of the most memorable customer experiences that I hadin quite sometime. Do you that's what...

...an awesome story. Or reminds meof one that Dan tire from hub spot shared with US pretty recently about adirt guy. He's looking for some dirt. He's he's in Phoenix and he neededdirt for a garden and ends and the guy same thing. The guyjust like broke it all down, was passionate about it, like what areyou trying to do in the garden? How much sun exposure does it have? You know, can you send me some picks, like I need toknow about this. It just like drew him in dut he's like I justthought I was buying dirt. In this case is like I just thought Iwas getting rid of some mold. But it's so cool and I agree likeso this goes back again to something we're talking about earlier, your passion,and really even Lisa's message about noble purpose, like your passion for the solution thatyou're bringing in the ways to go about it is contagious. It's alsogoes back to this, you know, being in direct conversation, whether byphone or in person. Like I'm sure that whatever excitement he created for you, Mike, over the phone, when he was out there's check it outthe patio with you was probably like ten ax, just like it's just socontagious and we do that with our fellow humans and it's just naturally attractive andconnective, I think no doubt. I mean I was so excited to sailI felt like I became as best friend of a phone, right. Sowhen we came out, like what's what's up? How are you get yourbollow? What are you? What are you think, like I've all youknow the person for years and it's so true. Get in on the phoewith somebody or sharing an email and then finally meeting them in person. Imiss it so much. We're starting to do more and more of it aswe start to get out of this, but it's so true. Ultimately,as you know, Ethan a sales people. We just want to be memorable.How do we different to ourselves? How do we build that strong relationshipso when what they need is something that we offer, they think of USright. So it couldn't couldn't agree more with that. Last time. Awesome, so fun. I really enjoyed my time with you, Mike. Iknow listeners did too, because they're still with us here at the conclusion.If someone wants to follow up with you or they want to learn more aboutprecision, like we're a couple places someone might go to follow up on thisconversation. Yeah, check us out on you do a precision precision medicine GROUPCOM. That's a good spot to go. Linkedin. Obviously feel free to connectthere. Oh Yeah, we have websites presence all over the map and prettyjust easy to find us. So if you're ever in austen any more aboutprecision precision medicinecom's death. I precision for medicine, precision medicine groupcom either onedo there. CHECK US out. Awesome. I'll round up those links. I'llaround up linked to your linkedin profile and for those of you who arelistening, if you like these episodes, you're like, Gosh, I wonderwhat this person looks like. We also drop video clips into the short writeups that we do for every single one of these episodes and some of thelinks that we talked about and I need to go find which is website.If he has to watch and it, drop head in there two so peoplecould maybe send him some some positive emails. So appreciate you so much, Mike. I hope you have a great rest of your day a wonderful weekendcoming up here, and I appreciate you spending time with us. Back youso much. Use was a pleasure appreciated as well. One of the mostimpactful things you can do to improve customer experience and employee experience is to includesome video messages in your daily digital communication. Explain things more clearly, convey thewriting motion and tone, save time by talking instead of typing, preventthose unnecessary meetings. There are so many benefits to using simple videos and screenrecordings, and bombomb makes it easy in email linkedin or slack messages from Gmail, outlook, sales force, outreach or Zen desk. Learn how Bombom canhelp you and your team with clear communication, human connection and higher conversion. VisitBombombcom today. Thanks for listening to the customer experience podcast. Remember thesingle most important thing you can do today is to create and deliver a betterexperience for your customers. Continue Learning the latest strategies and tactics by subscribing rightnow in your favorite podcast player or visit bombombcom. SLASH PODCASTS.

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