The Customer Experience Podcast
The Customer Experience Podcast

Episode 154 · 10 months ago

154. The Art & Science of Selling to Prosumers w/ Mario M. Martinez, Jr

ABOUT THIS EPISODE

Consumers have turned into prosumers — that is, professional consumers. Before we buy, we read reviews, ask for advice, and do other forms of research about a product or service. What does this mean for sellers?

In practical terms, before you send a message, you’d better know what pages they were on to construe what they are searching for.

In the sixth episode of our Human-Centered Connection expert series, Steve Pacinelli and I interview Mario M. Martinez, Jr., CEO and Modern Sales Evangelist at Vengreso, about the art and science of selling to the prosumer.

Mario talked with us about:

- How people collectively make up the brand

- What a prosumer is and how we buy

- Where the line between art and science lies in sales

- How to communicate that you are interested in others

- What chapters interest Mario in Human-Centered Communication

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When you think about the prosumer is the professional consumer knows exactly what they're looking for, they have an idea of how to solve that particular problem and they even know what other people recommend before they've even spoken to you. 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. Hey, welcome back to the human centered communications summer series here on the customer experience podcast. I am Ethan, your host, but I have a cohost this summer, Steve Passanelli, my longtime friend, team member CMO at Bombomb, coauthor on the book Rehumanize Your Business, coauthor on the new book Human Centered Communication, and something that we did with that book is invite eleven of our expert friends into that conversation, into that project, into that book, and now we're doing podcast conversations with I'm Steve. Who are we talking to today? Yeah, our guests today is the CEO and founder of Vangresso, the modern sales of angelist, the podcast host of the same name, the modern sales evangelist and excellence, and I know from personal experience, and excellent keynote speaker, a huge video sales proponent and just all around pretty good guy, Mario Martinez Junior. Welcome to the show, Steve Ethan. Thank you, guys, for having him. Excited to be here and I love the podcast. I wish the modern selling podcast was as awesome as yours, and so I'm glad to be here with you guys. You know it's it. Typically it's as good as the guests make it, and I've enjoyed many episodes of your podcast. It's an honor to have you on this one. We're going to start, Mario, where we always start, which is customer experience. When I say that, it can be kind of Buzzwordy, but it can also be really useful. When I say customer experience, what does it mean to you? WHOO, that's a really good question and let me see if I can think of it this way. I look at customer experience is really it's the sum of all interactions that a customer has with an organization and it's people over the life of that relationship, starting from first time at the website all the way through being an actual customer, and it also includes how they're interacting and perceiving the brand of that company or the brand of its individual people at that particular company. And I think a lot of people forget that the brand of its individual people and collectively the people make up the brand and you could have one person and a company, as we've seen CEOS say, one bad thing or do one wrong thing by accident or on purpose, and the brand is totally destroyed. So I think a lot of people forget about that last piece, which is how customers perceive that the individual, the brand of the individuals really good, and the human brand because because those human interactions, like the customer facing people and the people who have an audience or a platform. You know, you mentioned to Ceeo who maybe makes a misstep or misstatement, those customer facing roles tend to create the biggest, I guess, emotional resonance and memory and can be really highly consequential positive wearing a negative. Quick follow up, because I know that you interview all kinds of people. I know that you you and your team work with a variety of different organizations. In your view? You know, a lot of people are assigning roles and titles and even customer experienced teams, but a lot of other people are approaching customer experience as a broader like ethos within the organization or a cultural component...

...that really infuses and you're also the founder and CEO of a fast growing company. Like give a preference for one or the other, like formal entitled in a team for Cx, or do you think it should be this more high level kind of ethos that the whole organization operates by? Well, it's funny that you mentioned that because just yesterday I had an offer accepted by our new chief customer officer. So I think that tells you where I would go. But you know, listen, at the end of the day you do have to have someone that is overseeing the customer experienced and this individual is going to take the handoff from the moment that a contract is signed all the way through the life cycle, including what I perceive will soon be the account management responsibility. So I perceive that sales will continue to be focused on the hunting finding that new business top of the top of the funnel type of activities hand over to a customer experience or customer officer and there his or her team. And very specifically, what will end up happening is is that chief customer officer also is responsible for the selling as well, because of the account management, the account maintenance. So I perceive that that's where the role will go. Today and our organization, we have sales and account management sitting in one organization and customer experience, implementation, support, renewals, technology process all that stuff sitting in another organization. And there's a there's a there's a there's a fine line of demarcation between the two, but I do eventually those two things can cross over and they're going to start becoming a lot more blended and more chief customer off ushers will come actually from the sales world. That's where I believe that will happen, is more V piece of sales will start taking on this chief customer officer roll and being responsible for the account management and growing accounts that that are inside the organization. That's awesome. In students exploring that that more in a second. But I had one job and that was to get the intro right and I messed up your podcast, didn't? I, Maryo, messed up the that's okay. I didn't. That's okay. That's why I said the modern selling podcast. I got you. Don't worry, I got to it's gonna fire me already. So yeah, I want to continue walking down that path with you. Just about learning about a van Gresso and and your new role. For people that aren't familiar with Vanresso, why don't you tell them a little bit about you, your company, your ideal customer and what problems you solve for them? So I'm glad you asked that question, and this is super important. One of the challenges, I think, that exists in the world of sales is that most sellers cannot articulate who how you help inside of one particular sentence. And so for Vangresso, we are a digital sales, training and technology company helping companies like juniper networks, loomed looming technology and even the world's largest vanilla extract producer. So helping them to prospect better and sell more. Essentially, one of the biggest challenges that exist in today is world of selling is, in fact, we know the number. Sixty nine percent of sellers report that the hardest thing about selling today is prospecting, is getting that first conversation, and it's actually a progressively gotten worse. From a year ago I was fifty eight percent to now our most recent research in April showed that it was sixty nine percent. So our focus is purely on helping companies prospect better and sell more, and that's using digital channels, so things like video, with bombomb as an example or as an example, social so leveraging those particular channels and that's really our core focus, is helping sales teams and sales leaders prospect better and some more. And you provide a lot of great content online. Were fans of the content that you produced. Watched...

...a ton of your videos. So so go check that out on your YouTube channel or than Gressives YouTube channel. One thing that we did in preparation for these interviews was watch the old interview, not the old interview, but the first interview that we did for for the book, and we want to make sure that we asked questions maybe that we have missed or or maybe one to go deeper on that we didn't have a chance to talk about because it wasn't relevant or pertinent to the to the actual book topic and one of the things that popped up here was the prosumer. We talked about the prosumer in the book but we didn't dive deeper into the prosumer and who they are and the impact that they have on the sales process because everyone, we were we were talking about this earlier. Everyone goes to the doctor and they know the thirteen things that are ailing them and the reasons why, because they do all their own research and they think they have every ailment, you know, under the Sun, and I'm sure the doctors these days are just like, Oh my God, like you know, you don't know what you're talking about. So how do companies realize they're working with a prosumer, someone that did their research, that understands a lot of the things about their product? And what do you do differently with the prosumer compared to the consumer? So this is an interesting question. First off, I think that everybody should expect that we're going to buy like a prosumer. Now what is a prosumer? It is the professional consumer. So that means I'm going to buy professional be tob services as I would as a consumer. Well, what does that mean? So thinking about this whole customer experience. Right. That basically means that when I go out and I want to try a new restaurant, as an example, where's the first place I go? Steve, Yeo, Yep, I go to Yelp. Right if I want to go buy a new product on Amazon that I need, I don't know a hair trimmer, as an example, I know its hair trimmer. Whatever I'm going to do, I'm going to go out and look at what on Amazon reviewss reviews. I'm going to go look at those Amazon reviews, even if I'm no doubt going to go download a new chrome extension that is the coolest chroming engine out there. What am I going to look at when I'm on that CROBEWEB store? The rating of the five points, five star scale. You got it. So so we've now become a customed to buying things this way. In fact, if you look at some of the big sites like Amazon, facebook, Apple, Netflix, Hulu, we can't even go onto these sites anymore without them saying hey, you know, since you saw this, you're probably interested in this, or you watch one thing of my new Sitcom that I've been watching is blackish, and I just I think it's the the hell most hilarious Sitcom out there, and so it. And now that I can, I show up there and now I'm being served up all this other comedic content, right that is pulling up in front of me, and I've come to appreciate like well, if they know that I like this, then I probably might like this. And so, as a consumer, I've now adapted my ways of just listening to the AI and watching the AI, thinking that it knows. So now let's move that, that mindset, that methodology. What we do as an individual consumer, no matter what we're buying? Right, pretty much, no matter what. Oh and by the way, if we can't find reviews, we're going to ask Johnny, Susie, Billy Mary within our circle or sphere of influence. Hey, I have this problem. What did you do? or I'm thinking of this. Have you ever used this? So we're going to ask for advice. Right. So now we move that into the business world. And if you think about whatever the the leader might be, whether you're an I te, leader of sales, leader and marking leader, whatever, legal, whatever the case might be, when you're going to go buy something, the first thing that we're going to do is, we're going to go look up information about that particular product. What do other people say? What do other customers say? What are the experiences? And if that's not available or it takes too long define I'm going to go out to my network of...

...other IT leaders, other sales leaders, other marketing leaders, other legal leaders, whatever it is that I'm I'm in that that are my peers, and I'm going to say, Hey, guys, I'm looking up doing a new arp implementation, I'm looking at buying a new video sales acceleration tool, I'm looking at buying train training for whatever might be. Who Have you used to help your employees in this particular area? And then you're going to get recommendation number one, two, three, four right, and I was just on a forum where an individual road to about eightzero people in this form. Hey, I'm looking for enterprise sales prospecting training, and who do you guys recommend? We're totally amazing when we get the first conversation and to close. We know how to do that, but we suck at getting all these conversations. So we need help here. Right the pre hello, and what do people start doing? Try this, try that, try this and then people started giving recommendations on how to solve that problem without having to go to a vendor and start a questioning that person why they were even looking for this particular service. It was like stuff that you didn't even ask for and you had all these recommendations of people's mind, on their right. So the reality is is that we're going to listen to that. And so what we have to understand is that when that customer comes into the door, or potential customer comes through the door, when they hit our website, they're looking for something. When they touch our salesperson's linkedin profile, they're looking for something. What are they looking for? And that's what we have to uncover, is understand patterns of what they're doing. As an example, I tell our sales team before, Dear God, please, before you send a message out to this new person, you better know what pages they were on. Why? Because you're going to see some of the things that they might be looking for. For example, if someone is looking for Linkedin profile information, linkedin headline, if they're looking for how to add featured media and there are a VP of sales will likely they're probably looking how to spice up their profile. So that they can figure out how to get the new job. But if they came to our website and said I want to know how to prospect better and they went to that page, what are the ten steps to launching a digital sales training program or they're looking at social selling training, or are video sales training pages? Guess what? They're probably looking for something to do with the sales team, and now you're structuring that conversation in a different way and as you approach that particular buyer. So I think those are some of the things that we should be thinking about. When you think about the prosumer is the professional consumer knows exactly what they're looking for, they have an idea of how to solve that particular problem and they even know what other people recommend before they've even spoken to you. And as such, we, as a customer centric organization, must mold to those types of activities that they may have been doing in advance and whatever mindset has been shaped beforehand, we might have to mold, shift, shape or augment whatever it is they have. And that what that's what makes our job, especially on the sale side, so much more complicated. Yeah, there's so much there. This idea that there's a lot more information than I think a lot of our customer facing people are accessing properly. I love this call to look at what pages they're viewing and I see just makes me think about all of the information that might be available and how we can better harness it and just served it up to people as they're talking, to be able because essentially, you're you're in a lot of cases, I expect we're forcing people to do, you know, like we have to answer the same question three times as you're talking with three different people in the phone chaine or whatever, or filling out the same information on the second or third form, whether it's on a clipboard or whether it's on a website. Same thing. Really good recommendation there. I want to switch a little bit to art and science. I think of all the people that have spoken on these themes of...

...like blending the art in the science really in any capacity. In this case is specific to sales. You're one of the most fun and articulate to listen to on the topic, so I'll do a dummy pass on it, which you can feel free to punch up, but then also flip it into a question. So the science is essentially the system in the process and the science is very often, I feel like, prescribed by the organization. Who is the target? What's to persona? What scripts are we using? What's the cadence or sequence, etc. And then the art is, how do we make that human? How do we make it personal? How do we bring it to life and add some human qualities or personality to it? And that generally is the the opportunity or the challenge or the role of the sales person a. Did I get that about right? And then be I've got some hiring questions for you. So I guess we'll start with a. So yeah, I think you absolutely absolutely got it right, and I call this any given day I literally can flip a coin and I could be sales is sales and customer success. Frankly, could be fifty one percent science and forty nine percent art. But I could also turn around and argue that is fifty one percent art and forty nine percent science. Right. So like it just depending on the day, depending on their circumstances, but for the most part, for the most part, I do believe that it is fifty one percent science and forty nine percent are generally speaking, and I'll give you a very specific example, especially when it comes to the science part of things and to the art side of things. Recently someone reached out to me who is a potential buyer and it's a leader at another organization, and they reached out to me and they said, hey, you know, remember we were on a call about whatever it was a year ago and you were talking about how to work the linkedin algorithm if you would to be able to create visibility. Do you have that document at somewhere, some of those pieces of information, and then in the stats and so the science would have told me, yes, I know, here are the things you do, here are the top four things that are best performing on Linkedin. Here's how you post, here's how you be able to get the visibility you want. Here's how many likes and comments that you should be able to drive in the specific sixty minute time period. Right, that's the science. I could have replied back and said scientifically, here's how you do it. Yes, Mr Customer, this is how you do it, but the art in this case is what trump the science. So the art said, Whoa, that's a really big question, because there's like a billion linkedin algorithm components. Let's just make sure we're narrowing down this topic. Are you referring to how to get your posts to get visibility, or are you referring to how to get your profile to get visibility, or are you referring to something else? Now, I knew with ninety nine point nine, ninety ninety five nine percent certainty what exactly this person was talking about, because I was one who spoke about it a year ago. Right. But why did I do that? I wanted to ask a question, to create the engagement. That's the art of selling, right. I wanted to be able to get that engagement and confirm that this is what they were looking for, and then, once they replied back with yes, that's what I'm looking for, and I said, AH, my goodness, this is a huge question that requires a huge answer. So I'm going to write you a book. But I tell you what, the answer is probably going to create more questions, which is going to require you and I to have a what conversation being? Yeah, a conversation, and I put besides, it's probably time that you and I have a discussion around how we can help your organization prospect better and sell more. Now, I went through this process. And this is now the science, because the science part says you need to focus in on how to turn an online conversation into an offline conversation. But now the art. I flop back to the art, and the art says give...

...value, give to get right. So that value is is I'm going to give you all that information books. Then I just rattled off all the formula and then I said, and by the way, I'd love to have a meeting, so let's go ahead and schedule this. Here's my schedule link, if that works for you. And then I close with the science and art and I ask one word with a question mark, helpful question mark, and of course, this particular individual rights back. Oh my God, I was not expecting that. This was absolutely amazing. Yes, absolutely, and yes, I'll, I'll absolutely agree to a meeting. And besides, is probably a good time for us to start talking about this anyways, because there is a need. Well, great, so now we just took a conversation that was totally unexpected to create a meeting. I provided the value which the science says give to get right. That's the science. But now the art was I have to figure out all the different components that are actually going to help provide the value. So it's a very intertwined environment inside here and most sellers struggle with thinking of science and art. Most sellers say, now, what did my sales enablement team tell me I should say on this particular or what's my playbook say if the customer ask this question? What's the playbook say? Right, it's like the if. Then try like its exactly. I don't see my if. Yeah, you take that piece of paper on, you got the bubble tart on and you're like, okay, where on the bubble chart is this the eventry? Exactly. It almost looks like our marketing automation workflows exactly right. So, yeah, so that's the whole art and science of that and I don't hopefully people are following along with this concept, but it's very tightly interwoven and it takes, in my opinion, years of experience to be able to to learn how to do this right. But if a salesperson or customer success individual, especially when you're listening for buying signals right, what do you say next that's going to move somebody along that process, that takes a lot of experience. But are also takes listening skills and it does require that you use your brain immediately on the fly, like you. There's no book, there's no playbook, there's no workflow, there's no bubble chart that would have showed me step one, step two, step three, step four, step five. It's just being human, human centered communications. Yeah, yeah, and it's funny. I mean, though, with just that if then thing that we hit on for a minute, I mean figured if it was really that easy, then you're leaning too far to the science and you're just going to be turned into a Bot, because bots do with then better, with deeper rule sets. quit follow up and I'm going to ask it, even though, with Steve's idea for the question. I love this question is kind of like two questions, kind of Yin and Yang a little bit, kind of like your f one hundred and forty, forty nine and fifty one. How do you, Mario, because you are a master salesperson, you have been doing this for years. You can see these moments and make these decisions intuitively and on the fly, sometimes probably consciously as well. How do you, and I know you've hired a lot of people too over your career, how do you identify sales reps in the hiring process that you feel confident but that they have a handle on the art? And how do you identify sales managers in the hiring process that you think are going to be good at structuring the science? HMM, that's a really, really, really good question. That was Steve's questioned. I just have Steve Can. Great job. That's a really good question, buddy. It is as yeah, it's Tom so funny that you you asked this question because this this morning, I was talking to the founder of Zand, Dave Elkington, and we were talking about this question. We he called me up for a ten minute discussion about, you know, something off track, and we ended up being like an hour and a half and we got onto this topic here. If anybody goes to Google and just types in the word remote or words remote selling,...

VINGRESSO's our article on mobile is the first article that appears, but it's like, you know, position number one, one or five, some somewhere between their unremote selling and inside there I've written article on how to hire a revirtual seller and I'm going on this path because whether you're going to be a field base seller, that's facetoface hands down, you know, and feed on the street or you're a virtual seller. This practice that we do is critical to be able to understand whether or not that person has the capabilities that you've just described. And so one of the things we do is what's called a group panel interview, and if you go to this article, we actually put in our script the exact script that we send this individual before we hire anybody. And forgive me for use of this term, because our this phrase is because it's definitely the mail chauvinistic term. So any any of our women who are listening in, you'll understand what I mean when I say this process separates the men from the boys, all right, as we say in this particular term. And what we do is is we essentially have a whole entire four or five paragraph, you know, message that we send the individual and we give them constructs. You're going to do a group panel interview. It's forty five minutes long. You have five minutes for the INTRO, you have thirty minutes for presentation, ten minutes for Qa, and that thirty minutes you have three things that you're going to present on, and three things only. Why you Wi Vingresso as if you were selling Mingresso, and then a teachable moment, something that you're passionate about, could be ballet, saxophone, piano, whatever might be right. And then we say there are no rules. You are the seller, the product is you and we want to see how you're going to perform. Here are the twenty five people that are going to be there, or five or seven or whatever the number is, and we have people from all over the organization that joins in on these because it's actually a special moment that you get to be part of as an employee to shape the culture, to see who's going to be here, to help identify who's going to be successful. So it's a group activity and we say there's no rules. So recently we were we sent this out to to a couple folks that were in a process for a leadership roll and one person never read the article, the remote selling article, and it had they read that remote selling article, they would have found the in tire evaluation document as a downloadable asset in the article. So they would have seen whatever evaluate, whatever panel is is always evaluating them on the twelve points. They would have seen and they would have seen the scoring system. They would have saw all the different metrics. And on top of that, they didn't go through and look at the twelve people that were invited to this panel and pre engage with them as you normally would in a sales opportunity. Right, I'm going to connect with Steve before that particular meeting and say, Steve, if I'm looking forward to meeting with you guys on whatever day, I love to be able to connect your on Linkedin. So that's one and here comes the other one. The other one looked at the same set of instructions, read the article, download of the evaluation, the criteria, watched the forty five minute video of the example that we have inside this remote selling article, watched it all the way through, connect it with the twelve people and booked meetings with anyone that they didn't know in advance to ask for advice, criteria, information, how to, what to win to right, to look at that buying influence. Now you don't have to be a rocket scientist to figure out who came out of the top right. So how do you find that rap who knows what they're doing? You put them in a sale simulation. What they didn't know is that that was a sale simulation test. What you do on that interview in selling you is what you will do with our customers and they will either like you or not. And that, in my opinion, is like what I've been using for years and it works brilliantly. And it's not just sales people. We do that for our are anybody who's touching the customer, customer success, and even...

...some roles in marketing, like the leadership roll, because you may not be selling externally, but guess who you're going to be selling internally. Do you have the ability as a leader to articulate your ideas within the leadership team or your peers? And when there's conflict or when the someone challenges you, can you address those types of things? And then, finally, finally, the very last criteria, the very last criteria on that evaluation sheet, which the you know, whole system scoring and everything inside there says did they go for the clothes? And inside the remote selling article is specifically says you're going to either get a one or a five. One is the worse, five is the best. Five says when can I start or when can I get the job offer, or am I your guy or Gal? To be able to get this job. How do you feel right now? Are you going to offer me or what one of our candidates did in this case was okay, well, thank you. That's the end of my presentation. And then I said, fantastic. Is there anything more that you want to ask us before you click? You you sign off. No, I'm good. Are you guys it? Yes, I'm good. Okay, Great. Well, thank you so much. Are you sure? Nothing else you want to say? No, nothing else. Okay, ouch, boom. Week, hunt up the phone and guess what everybody put in that box? Twelve people. One, one, one, one, one, one, right, you can you can't do zero, or maybe you can't do zero. I don't know, maybe you can't do zero. But whatever the number was, they just they didn't get it. So if they had realized, they could have automatically gotten a five points just for asking one simple question, and that was is do I have the job? So there you go. That's what separates the men from the boys, as I would say it. Who that was awesome and leads us right into our next question, because the theme that you talk about quite frequently is show me that you know me, and you just explored that topic within the company in the hiring process. But of course we want to also sales people want to show their future customers that they know them as well. And it's funny, e than I were talking and at some level it's like irrational for a buyer to need this or want this on on a particular level, that a random salesperson knows and understands them. And as we began to dig deeper into this topic, we ask each other a few questions of like, okay, what's ideal? Speaking of forty nine percent and fifty one percent art and science, how much does the seller need to show the future buyer, the future prospect, that they know them as compared to knowing the company? The problems like where's the balance there? Do they need to know the individual and do some elements of understanding who that individual is and their likes and interests? Is that more important than understanding their role and understanding the company's plate? How to sellers navigate? Show me that you know me? HMM. Well, let me illustrate it with what we do in real life, right, we talk about the human centered communications. Right in real life, Steve, I met you, whatever it was, four years ago at a selling power or a sales three Atto conference. You were host of the program and I actually want an award for best video, I think it was. In fact, I've got the I got the trophy right over here, right from from you guys. I got that trophy. And, by the way, my boys keep taking all of our Bangresso trophies, and you know they haven't been any competitive sports for at least the year and a half because of covid and so they're taken on my trophies like that. Can we have your trophy? Okay, sure, no problem. So I got your trophy still. So let's illustrate that to what we did. Look, I came to you after winning the award. You and I were out in the area where you get the foods and the you know, whether vendors are at and all that table area, right, and I walked up to you and I said, Steve, great to meet you and I started having a conversation.

Love what you guys are doing at bomb bomb, right, and start talking about bomb bomb, where you guys are at. Conversation to have with your CEO once before early on, and that's how I started the conversation. Then you wanted to know a little bit about me, right. So to have someone the interested in you, you've got to be interested in them, right. So that's the challenge that we see right now happening is that people, especially raps, they're not being interested in the other person. When if I had came up to you and said, Hey, Steve, thanks so much for this award. By the way, Ring Gressow, where the world's are just digital sales training company. We've got the best video sales training program out there and, by the way, you want your product to be inside of our sales training program you would have been like, who is this schmock right, like this ego arrogant guy. But no, that's not what we do as humans. We just that's not the way we center our communications, how we communicate with but how we form friendships and bonds is by getting to know that other person and naturally that other person wants to get to know us and over that interaction we begin to build trust, trust and what that person might say. We may not necessarily agree with them at all times, but we begin to build trust and what they say. And that's one of the big challenges. And as if I look at as an example, I've got literally right now. A hundred invites in my inbox. Right now, a hundred invites in my inbox from for Linkedin, and I'm actually I've been saving them up because I've been I'm getting ready to do a how not to connect on Linkedin and we're creating a book. It's actually a book, and I'm copying and pacing all these people's linkedin invites and here's one for you. Hi, Mario. I'd be honor to add you to my network. Thank you. What how about this one high exclamation point. How is this your going for you, or this one? Hi, Mario, I hope all is well. Are you open to having our CEO so and so as a guest on your podcast? She's constantly speaking about a little diarrhea and I'm like, what do you even? What's the name of my podcast? How A, let is start with that. Right. You want your CEO my podcast. How about use the name? or how about say I loved your episode with Andy Harris, CEO of Challenger Self, or Steve Patchin Elli, right on your podcast. I loved it and I thought so and so might be a good guest because, and whatever it might be, right, show me that you know me and that particular regard, or the ones that I really love, the ones that came in today, is I'd like to add you to my network. I'd be grateful to connect M yeah, and I'm sure you haven't one in there. It's like we have connections in common, connection the common or I looked around your profile and you're someone whom I'm want to connect with. Yeah, what's in it for me right now? I said. So that's what we think of when we're at you know, as prosumers, right, we think of like, what's in this for me? Like if I'm going to become a friend and expound energy to befriend somebody, what's in it for me? We always think that way, unfortunately, and sometimes we're just the giver. Like, you know, when Dave called me this morning and we had a conversation, I didn't expect to spend an hour and whatever it was talking to him. I didn't expect it at all. But if Steve called me up and said Hey, can I get your advice and something, and that turned into an hour long conversation, or you, Ethan, I would give it all day long because I respect you. We built up trust, we built up this relationship, but don't come after me as a salesperson. Do not come after me with some cockamany crappy stuff that is putting put out there, because you're just doing control. I'll pay. I'll control it as a control p control P for paste. Show me that you know me. That makes it at least for me to say, okay, at least I know that they did some research. Let me figure out who this person is. Give me something to work off of. As always, a wealth...

...and treasure trove of information. Just love. Like the biggest nugget for me during this conversation was the hiring process. I mean, that's just brilliant. It's absolutely brilliant that you put that together. So you know, we have more great information from Mario in the Book Human Center Communication, where he goes was deep into so many other topics of connecting with people, but it's not what I'm going to talk about here. Mario. We want to know what, what chapter, what person, what topic are you most interested or excited about for our readers to dive into? First of all, I'm freaking pumped over this book coming out right. That's the first thing, and hopefully everybody realizes. You know, human centered communication. That's where we're focused on. We've got some great folks, man, you guys did a brilliant job, not just because I'm in it. Okay, okay, okay, baby. You guys did some great a great job at sourcing some really amazing, awesome talent. Right. I cannot go without saying Bivocabon rose, and she's our chief visibility offer officer for Bingresso, and I thank you so much for including both of our inputs inside of the book. But folks like Lauren Bailey and Morgan Ingram, I mean Morgan Ingram, talks about people first, prospecting, right, and here's a younger guy, right. I'm forty five and older, and you know, Morgan is is definitely on that younger side. That has built an amazing brand out there and it's talking and helping SDRs, these young strs who are just out of college and in that first three years worth of experience that, quite frankly, in most cases, really suck at this right and that they need that development. He's really taken that time to focus in on various topics, including the commitment and and the formula for video prospecting and really putting people first. Then you've got Vivica, who I mentioned earlier. You know, we're talking about with VIVICAP, some of the how to sell with video, some of the ways that you can improve your results to capture people in to that particular video. It's to pull them in. And then you've got folks like Lauren Bailey. We're talking about the confidence component inside here. Look, some of us are afraid to be on camera and most of us have adjusted to this as a lot as result of covid and being forced to. But by the way, you look at yourself on visiting you're like, Oh my God, I'm ugly, I'm fat, I got a pimple, I'm losing my hair, my hair is gray or, in my case, I got a nine inch from eyebrow to receding hairline and nine inch gap right there, right from receiving airline. People have all of these insecurities and with that in mind, you know building up that confidence is super important. How do you do that? And, quite frankly, Lauren's chapter, this is the decade for sellers to shine, right and this truly is, and the use of video is at the top of most engaging content. If a seller uses it, if a seller uses it and frankly, most sales leaders who are my age, forty five and older, most customer success leaders who are at the VP and above forty five and older. Can Guess what? We never welcomed a new client from an onboarding perspective with a video that says hey, thanks so much for becoming a customer. I'm your CSM, your customer success manager, and I'm very excited to work with you. Guess what I'm going to do? In two days I'll be in touch with you to look at setting up our next meeting. On the next forty eight hours, I'm going to review your contract to get everything aligne. And then all be in touch with setting up a meeting or if you want to book that right now. But I did and click on that link directly below right. We didn't grow up doing that in the customer success channel and sales people didn't grow up using this, and so most of us who are that forty five and older, we don't know the definition of good. All we know is...

...what our fourteen year old kid is putting out on ticktock as an example and what's creating attention. But what's the definition of good? We know the definition of good a good cold call. We know the definition of a bad cold call, but we don't know the definition of a good video message. Why? Because you never sent one before. And so I think this this book. I'm super pumped about it. You guys did an amazing job. Everybody should go out and grab hold of the book and it definitely will help you on your journey for leveraging video as a way to communicate. Man, I want to buy it and I'm pretty sure I already get a copy. That was awesome. Again, so appreciate you being part of it. For folks were listening, course, you learn more about the book at Bombombcom s book. It is available for preorder. Formal releases in October. Mario mentioned Morgan Ingram and Lauren Bailey. If you go to Bombombcom podcasted, their episodes in the series are already available. Coming soon, Vivicavon Rosen. Her episode releases I think in two or three weeks. I forget how we structured the release, but she'll be coming up and you can learn about all these episodes that Bombocom podcast. Steve, let's ask Mario the questions we ask everybody near the end of the episode. Two part question. Oh, first part is give a shout out to someone that has had a positive impact on your life, for career, and then part two, a company or brand that delivers a great experience. Okay, you're going to say, Oh, come on, you can't use that to Shay like you know, but an individual is my dad. Totally you can use it. Yes, he I could totally use that. Okay, and you know, a lot of people might say their parents, but you know, I will even know my dad has his many set of challenges and even though my dad was a tough father, one thing that is so totally ingrained inside of me was he was a truck driver and he raised a family of seven as a truck driver. And he always said to me, no matter what you do in life, you want to be a truck driveryone to be a garbage man, you want to be a brain scientist, you want to be a lawyer, you want to be whatever it is, matter what you do, be the best ust at it, be the best at it. And so that, from a very early, early age, what just instilled in me a drive to I don't need to be better than anybody else, I need to be the best person that I can be at whatever it is that I'm going to put my sink my teeth into. I think a lot of us have forgotten the meaning of what does it mean to be the best at it, and we get to define the best at it, not anybody else. We get to define that, unless, of course, you're in sales and your quota tells you that you're not doing too good. But we get to define that and that has had it just a tremendous impact on me as an individual in terms of how I go after and how I view the world and how I see things as well. And what was the second part? A company, your brand that delivers a great experience for you could be anything. We've had everything. Okay, I came in contact with an amazing little bank by the name of Radius Bank, which was an online bank, right, which was later bought up by lending club. Okay, so this particular brand has had my heart into yes, this is banking reimagined, right, truly what capital one says banking reimagine. I think I think it's a capital ones day. This is banking reimagine. Why? Because I could call anybody in radius bank before they were acquired. I can call anybody in radius bank to be able to guess to portal what I needed to be able to make happen. We've had a perfect relationship with them. They know exactly who we are. Anybody can call them. That I have approved. They have a whole system down at the total digital online bank. From a business banking perspective, if you're not banking with radius, you're crazy. Then they were acquired by a company, by the new lending club. Now I didn't have any experience with them whatsoever. Then something broke and...

...it was our international wires and, as you know, we have international team members all over the world and our international wires are payroll didn't go through and some of our hopes didn't get it for three or four days, right for for their payroll, and everybody's heart saying, Oh my God, it's the company. Okay, you know a lot of international books today, but they're not right. Having person, they're warning it was everything. Okay, we have enough money, but all those tides right. So that was four weeks ago. It breaks each everybody were so sorry, it was a banking error, international transfers, blah, blah, blah. Everything's fine. Two weeks later, next payroll cycle breaks again, and this time it was really bad egg on their face because they had an international vendor, sorry wire transfer vendor, that basically decided to cut them off and say we're not we're not in this business, to give two weeks to transfer off. They did. They did the transfer. New Provider didn't tell them that they had to build in this automation and so basically, anybody who had to set up kind of broke. Now we're on day number three and this is the second time in a row that essentially, people weren't getting paid. And now we're on day three. And then we went to day for one of the people who's always were with us in an amazing way, said I'll get back to you this evening and never did. And at this point we had one of our employees which, by the way, unfortunately with I don't know why, but that has been living paycheck to paycheck in this particular country. He hadn't paid his energy bill and the by this fourth day, knock on the door, and so one of our VP's had to log in his account and pay it through his account right and that's where I said enough enough, we can't wait any longer. So I send a note to the CEO and say I've never had to estalate. Never. I can't believe that I am forty seven minutes later the CEO picks up the phone and calls me a lending club and I answer the phone and as I had a feeling it with him and answer the phone and I say thanks for giving me a call back. I'm very much appreciated. How's everything going? It just trying to create conversation and he says, I'm not well because you're not well. Now, if you if I've walked into this conversation with any level of just like girl, because I'm so frustrated over this, over people not getting their their paychecks, and then worried about you know. Can I eat? Can I do this? Can write? That immediately eliminated all friction because he we started the conversation with I'm not well because you're not well. Lending Club left an amazing brand impression at how they handled the situation up through the CEO post mortem. He got involved, figured out where the broken systems and problems were. Said, I understand everything's going on. I'm going to fix this. Text at me basically an hour later, said here's what's going on. Connect, talk, talk to him fifteen minutes later and he says here's everything, full disclosure, honest. This is what I said. I totally understand. All Right, by tomorrow morning at nine am, I will text you, because I'm San Francisco, east coast time. It'll be twelve o'clock. I will text you. I'll make sure we have this, this and this and that. He texts me at nine am, says done deal, everything's fixed, we got it working. Please let me know if we have any problems. And, by the way, I'd love to take you out for some drinks to apologize for this, because he lives right around the corner for me. Well, what do you know? Right? So that experience, in terms of a customer experience, was probably the best one that I can think of in a long time, that something from a negative turned into a very, very awesome positive. And, by the way, I'm still a big fan of radius bank, now owned by lending club. Nice, well done, good button on it too, and that that opportunity to save a bad situation is such a huge opportunity because it's emotionally charged. Typically we get the you know, the really positive stuff that as the positive emotional charge, but this negative charge can be turned around because at least people are invested in it. So I love it. That's really well done and well told, as fun to listen to. Mario, we are at time. We are going to say thank you again for spending time...

...with us. Before we do, where's your people go to follow up on it, besides VENDRESSOCOM? So if you're going to reach out to me on Linkedin, Mario Martinez Junior, please make sure you say you heard me with Ethan and Steve on the customer experience podcast. Tell me that in a personalized invite on twitter. I'm at M underscore three JR and Mario Martinez Junior on Linkedin, and that you can reach me there, of course. Van Gressocom with one S, with one s awesome. Thank you so much, thanks, Mari. Thanks guys. 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.

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