The Customer Experience Podcast
The Customer Experience Podcast

Episode 154 · 3 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

Subscribe, listen, and rate/review the Customer Experience Podcast on Apple Podcasts, Spotify, Google Play or Google Podcasts, and find more episodes on our blog.

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When you think about the Pro Sumer, isthe professional consumer knows exactly what they're looking for? They have anidea of how to solve that particular problem, and they even know what otherpeople recommend before maybe even spoken to you. The single most important thing you cando today is to create and deliver a better experience for your customers,learn how sales, marketing and customer success experts create internalalignment, achieved desired outcomes and exceed customer expectations in apersonal and human way. This is the customer experience podcast. Here'syour host, Ethene, Hey! Welcome back to the human centered communication summerseries here on the customer experience podcast, I am Eth in your host, but Ihave a CO host this summer, Steve Pasinelli, my longtime friend teammember C, Mo at bombance on the book Rehumanize, Your Business Co, author onthe New Book Human Center Communication and something that we did with thatbook is invite eleven of our expert friends into that conversation intothat project into that book, and now we're doing podcast conversations withhim Steve who are we talking to today? There are guests today is the CEO andfounder of Ingress, the modern sales of Angelis, the podcast host of the samename, the modern sales evangelist and excellent, and I know from personalexperience an excellent keynote speaker, a huge video sales proponent and justall around pretty good guy, Mario Martinez Junior, welcome to the showSteve Ethan. Thank you guys for having him excited to be here, and I love the podcast. I wish the modernselling podcast was as awesome as yours, and so I'm glad to be here with youguys, and you know it's it. Typically, it's as good as the guests make it, andI've enjoyed many episodes of your podcast ants, an honor to have you onthis one we're going to start Maria, where we always start, which iscustomer experience when I say that it can be kind of buzz wordy, but it canalso be really useful when I say customer experience, what does it meanto you? o? That's a really good question and let me see if I can thinkof it. This way I look at customer experience is really it's the the sumof all interactions that a customer has with an organization and its peopleover 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 perceivingthe brand of that company or the brand of its individual people at thatparticular company, and I think a lot of people forget that the brand of itsindividual people and collectively the people make up the brand and you couldhave one person in a company as we've seen, CEOS, save one bad thing or doone wrong thing by accident or on purpose, and the brand is totallydestroyed. So I think a lot of people forget about that last piece, which ishow customers perceived that the individual, the brand of theindividuals really good and the human brand, because because those humaninteractions like the customer facing people and the people who have anaudience or a platform, you know you mentioned to CEO, who maybe makes aMISSTEP ER MIS statement. Those customer facing roles tend to createthe biggest- I guess emotional, residence and memory, and can be reallyhighly consequential, positive or in negative quick, follow up, because Iknow that you interview all kinds of people. I know that you, you and yourteam work with a variety of different organizations. In your view, you know alot of people are assigning roles and titles and even customer experienceteams, but a lot of other people are approaching customer experience as abroader like ethos within the...

...organization or a cultural componentthat really infuses and you're. Also the founder and CEO of a fast growingcompany like do you have a preference for one or the other, like formalentitled in a team for Cx, or do you think it should be this more high levelkind of ethos that the whole organization operates by? Well, it's funny that you mentionedthat, because just yesterday I had an offer accepted by our new chiefcostumer office IVER. So I think that tells you where I would go, but youknow listen at the end of the day, you do have to have someone that isoverseeing the costumer experienced, and this individual is going to takethe hand off from the moment that a contract is signed all the way throughthe life cycle, including what I perceive will soon be the accountmanagement responsibility. So I perceive that sales will continue to befocusedd on the hunting, finding that new business top of the top of thefunnel type of activities, hand over to a customer experience or customerofficer, and there his or her team and very specifically what will end uphappening is- is that chief customer officer also is responsible for theselling as well, because of the account management the account made an so Iperceive that that's where the role will go today in our organization wehave sales and account management sitting in one organization andcustomer experience, implementation, support, renewals technology process,all that stuff sitting in another organization and there's e's, there's athere's, a fine line of demarcation between the two. But I do eventuallythose two things can cross over and they're, going to start becoming a lotmore blended and more chief customer officers will come actually from thesales world. That's where I believe that will happen is more bps of saleswill start taaking on this chief customer officer role and beingresponsible for the account management and growing accounts that that areinside the organization. That's awesome an interested in exploring that thatmore in a second, but I had one job and that was to get the intro right and Imessed up your podcast. Did I Mario? I messed up thing? That's! Okay! I dothat's! Okay, that's why I said the modern selling podcast. I got you don'tworry! I got you it's going to fire me already so yeah. I want to continuewalking down that path with you just about learning about a of ingress andand your new role for people that aren't familiar with mangre. Why don'tyou tell them a little bit about you, your company, your ideal customer andwhat problems you solve for them? So I'm glad to ask that question- andthis is super important. One of the challenges I think that exists in theworld of sales is that most sellers cannot articulate who, how you helpinside of one particular sentence. So for vinges we are a digital sales, training and technologycompany, helping companies like juniper networks loomed lumen technology andeven the world's largest vanilla extract producer, so helping them toprospect better and sell more. Essentially, one of the biggestchallenges that exists in today's world of selling is in fact we know thenumber sixty nine percent of sellers report that the hardest thing aboutselling today is prospecting is getting that first conversation and it'sactually progressively gotten worse from a year ago, I was fifty eightpercent to now. Our most recent research in April show that it wassixty nine percent, so our focus is purely on helping companies prospectbetter and sell more, and that is using digital channels. So things like video,with bom Bam as an example or as an example, social, so leveraging thoseparticular channels- and that's really. Our core focus is helping sales teamsand sales leaders prospect better and sal more Dan. Do you provide a lot ofgreat content online? Were fans of the...

...content that you produce? Watch theTony your video so so go check that out on your YouTube channel arm, Tangres OSYouTube channel. One thing that we did in preparation for these interviews waswatch the old interview, not the old interview, but the first interview thatwe did for for the book and when I sure that we asked questions, maybe thatthat we have missed or maybe want to go deeper on that we didn't have a chanceto talk about, because it wasn't relevant or pertinent to the to theactual 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 intothe prosumer and who they are and the impact that they have on the salesprocess because everyone yea we were. We were talking about this earlier.Everyone goes to the doctor and they know the thirteen things that areailing them and the reasons why? Because they do all their own researchand they think they have every ailment, you know under the Sun, I'm sure thedoctors these days are just like. Oh my God, like you know, you don't know whatyou're talking about. So how do companies realize they're working witha prosumer someone that did their research that understands a lot of thethings about their product and what do you do differently with the pro somercompared to the consumer? So this is an interesting question. First off. Ithink that everybody should expect that we're going to buy like a prosumer. Nowwhat is a prosumer? It is the professional consumer, so that meansI'm going to buy professional B T B services, as I would as a consumer.What does that mean so think about this whole customer experience right? Thatbasically means that when I go out- and I want to try a new restaurant as anexample where's the first place, I go Steve Yo ye. I go to yell right. If Iwant to go, buy a new project on Amazon that I need, I don't know a hairtrimmer as an example. A NOS hair trimmer, whatever i'mgoing to do, i'mgoing to go out and look at what on amazon reviews previews i'm going to go.Look at those amazon reviews, even if i'm going no doubt going to go downloada new chrome extension that is the coolest chrome extension out there.What am i going to look at when i'm on that crowe store the rating on the fivepoint: five star scale: you got it so so we've now become a custom to buyingthings this way. In fact, if you look at some of the big sites like amazon,facebook, apple, netflix hulu, we can't even go on to these sites anymorewithout them. Saying hey, you know, since you saw this you're, probablyinterested in this or you watch one thing of my new sitcom that i've been watchingis blackish, and i just i think, it's stuff the whole most hilarious sitcomout there, and so now that i a g, i show up there and now i'm being servedup all this other comedic content right. That is pulling up in front of me andi've come to appreciate like well. If they know that, i like this, that iprobably might like this, and so as a consumer, i've now adapted my ways ofjust 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 anindividual consumer, no matter what we're buying right, pretty much, nomatter what oh, and, by the way, if we can't find reviews we're going to askjohnny, susie billy mary within our circle or sphere of influence. Hey ihave this problem. What did you do or i'm thinking of this? Have you everused this? So we're going to ask for advice right so now we move that intothe business world and if you think about whatever the leader might be,whether you're an it leader, a sales leader, a marking leader, whateverlegal, whatever the case might be, when you're going to go, buy something thefirst thing that we're going to do is we're going to go, look up informationabout that particular product. What do other people say? What do othercustomers say? What are the experiences and, if that's not available, or ittakes too long to fine, i'm going to go...

...out to my network of other, it leadersother sales leaders of the marketing leaders, other legal leaders, whateverit is that i m i'm in that that are my peers and i'm going to say, hey guys,i'm looking of doing a new erp implementation, i'm looking at buying anew video sales, acceleration tool, i'm looking at buying train training forwhatever might be, who have you used to help your employees in this particulararea and then you're going to get recommendation number one. Two threefour right and i was just on a forum where an individual road to about eightthousand people in this form: hey, i'm looking for enterprise salesprospecting training and who do you guys recommend we're totally amazingwhen we get the first conversation and to close, we know how to do that, butwe suck at getting all these conversations. So we need help hereright, the pre, hello and what a people start doing. Try this try that try thisand then people started giving recommendations on how to solve thatproblem without having to go to a vender and started questioning thatperson. Why that you were even looking for this particular service, it waslike stuff that you didn't even ask for, and you had all these recommendationsof people's mind on there right. So the reality is. Is that we're going tolisten to that, and so what we have to understand is that when that customercomes into the door or potential customer comes through the door whenthey hit our website they're looking for something when they touch our salespersons linked in profile they're looking for something, what are theylooking for and that's what we have to uncover is understand patterns of whatthey'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 pagesthey were on. Why? Because you're going to see some of the things that theymight be looking for, for example, if someone is looking for linked onprofile information linked in headline, if they're looking for how to addfeatured media- and there are vp, sales were likely- they're- probably lookingout of spice of their profile, so that they can figure out how to get the newjob. But if they came to our website andsaid, i want to know how to prospect better and they went to that page on tothe ten steps to launching a digital sales, training program or they're,looking at social selling training or are video sales training pages. Guesswhat they're probably looking for something to do with the sales team andnow you're structuring that conversation in a different way and asyou approach that particular buyer. So i think those are some of the thethings that we should be thinking about when you think about the prosumer. Isthe professional consumer knows exactly what they're looking for? They have anidea of how to solve that particular problem, and they even know what otherpeople recommend before they've even spoken to you and as such, we as a customer centric organization must mould to those types of activities that theymay have beenn doing in advance, and whatever mindset has been shapedbeforehand, we might have to mould shift shape or augment whatever it is.They have and that what that's? What makes our job, especially on the saleside, so much more complicated, yeah, there's so much there. This idea thatthere's a lot more information than i think a lot of our customer facingpeople are accessing properly. I love this call to look at what pages they'reviewing, and i just makes me think about all of the information that mightbe available and how we can better harness it and just serve it up topeople as they're talking to people because, essentially you're in a lot ofcases. I expect we're forcing people to do. You know like when you have toanswer the same question three times as you're talking with three differentpeople in the phone cheat or whatever were filling out the same informationon the second or third form, whether it's on a clip board or whether it'snot a website same thing, really good recommendation there. I want to switcha little bit to art and science. I think of all the people that havespoken on these themes of like blending.

The art in the science really in anycapacity in this case is specific to sales you're, one of the most fun andarticulate to listen to on the topic. So i'll do a dummy pass on it, whichyou can feel free to punch up, but then also flip it into a question. So thescience is essentially the system in the process, and the science is veryoften, i feel like prescribed by the organization. Who is the target? What'sthe percil? What scripts are we using? What's the cadence or sequence etcetera, and then the art is? How do we make that human? How do we make itpersonal? 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 therole of the sales person ay? Did i get that about right and then be? I've gotsome hiring questions for you, so i guess we'll start with a so yeah. Ithink you absolutely absolutely got it right and i call this any given day. Iliterally 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, buti could also turn around and argue that is fifty one percent art and forty ninepercent science right so like it just depending on the day, depending on thecircumstances, but for the most part for the most part. I do believe that itis fifty one percent science and forty nine percent are generally speaking andi'll, give you a very specific example, especially when it comes to the sciencepart of things and to the art side of things. Recently, someone reached outto me who is a potential buyer and it's a leader and another organization, andthey reached out to me and they said, hey, you know remember: we were on acall about whatever it was a year ago and you were talking about how to workthe linked in algorithm. If you would be able to create visibility, do youhave that document at somewhere, some of those pieces of information and inthe stats, and so the science would have told me? Yes, i know here are the things you dohere are the top four things that are best performing on linkedin. Here's.How you post here is 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 specificsixty minute time period right, that's the science! I could have replied backand said scientifically, here's how you do it. Yes, mister a customer. This ishow you do it, but the art in this case is what trump the science so the artsaid. Whoa, that's a really big question because there's like a billionlinked in algorithm components, let's just make sure we're narrowing downthis topic. Are you referring to how to get your post to get visibility or youreferring to how to get your profile to get visibility? Or are you referring tosomething else now? I knew with ninety nine point:nine. Nine. Nine five, nine percent certainty. What exactly this person wastalking 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 theengagement. That's the art of selling right. Iwanted to be able to get that engagement and confirm that this iswhat 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 hugequestion that requires a huge answer. So i'm going to write you a book buti'll tell you what the answer is probably going to create more questionswhich is going to require you and i to have a what versteh a conversation andi put besides. It's probably time that you and i have a discussion around howwe can help your organization prospect better and sell more now. I wentthrough this process, and this is now the science, because the science partsays you need to focus in on how to turn an online conversation into anoffline conversation. But now the art i flout back to thee, art and the artsays, give value give to get right, so...

...that value is as i'm going to give youall that information back then i just rattled off all the formula and then isaid, and by the way, i'd love to have a meeting. So let's go ahead andschedule this here's my schedule link if that works for you and then i closewith the science and art- and i ask one word with a question mark helpfulquestion mark and of course this particular individual writes back. Ohmy god, i was not expecting that this was absolutely amazing. Yes, absolutelyand yes i'll al absolutely agree to a meeting, and besides is probably a goodtime for us to start talking about this anyways, because there is a need. Wellgreat so now we just took a conversation that was totallyunexpected to create a meeting. I provided the value which the sciencesays, give to get right. That's the science, but now the art was. I have tofigure out all the different components that are actually going to help providethe value. So it's a very intertwined environment inside here and mostsellers struggle with thinking of science andart, most sellers say now. What did my salesenablement team tell me? I should say on this particular or what's myplaybook say if the computer ask this question: what's the play book sayright is er going it. The i then tree like is exactly. I don't see my if yeahyou take that piece of paper out. You got the bubble trad on it. You're likeokay, where am the bubble chart? Is this the aventried? It almost lookslike our marketing automation, work flows, exactly right, so yeah, so so that's the whole art andscience of that and i don't. Hopefully, people are following along with thisconcept, but it's very tightly interwoven and it takes in my opinion,years of experience to be able to learn how to do this right, but if asalesperson or customer success individual, especially when you'relistening for buying signals right. What do you say next that it's going tomove somebody along that process? That takes a lot of experience, but it alsotakes listening skills, and it does require that you use your brainimmediately on the fly like there's no book, there's no playbook, there's nowork. Fol, there's no bubble chart that would have showed me step one step tostep three step: forest of five: it's just being human human centercommunications, yeah yeah. It is funny i mean the just that if them thing thatwe hit on for a minute, i mean you figure. If it was really that easy,then you're, leaning too far to the science and you're just going to beturned into a bot, because bots do with then better with deeper rule. Sets quitfollow up and i'm going to ask it, even though it was steve's idea for thequestion i love. This question is kind of like two questions: kind of yin andyang a little bit kind of like your fifty one, forty nine, forty, nine andfifty one. How do you, mario, because you are a master sales person? You havebeen doing this for years. You can see these moments and make these decisionsintuitively and on the fly, sometimes probably consciously as well. How doyou and i know, you've hired a lot of people to over your career? How do youidentify sales reps in the hiring process that you feel confident aboutthat they have a handle on the art and how do you identify sales managers inthe hiring process that you think are going to be good at structuring thescience? Hmm, that's a really really really good question. That was steve'squestion. I just asked to a great job: that's a really good question! Buddyyeah! It is as yeah is a so funny that you ask this question, because thisthis morning i was talking to the founder of zant day alkington, and wewere talking about this question. He called me up for a ten minutediscussion about. You know something off track and we ended up being like anhour and a half, and we got on to this topic here. If anybody goes to googleand just types in the word remote or words, remote selling ingresses, ourarticle on mobile is the first article...

...that appears, but it's like you know,position number one, one or five something somewhere between their onremote selling and inside there i've written an article on how to hire arevertar seller and i'm going on this path, because, whether you're going tobe a field base seller, that's face to face hands. Do you know a feed on thestreet or you're a virtual seller? This practice that we do is critical to beable to understand whether or not that person has the capabilities that you'vejust described, and so one of the things we do is what's called a grouppanel interview, and if you go to this article, we actually put in our scriptthe exact script that we send this individual before we hire anybody, thenforgive me for use of this term because i re this fray. It's because it'sdefinitely the male show ministic term so any and of our women who arelistening and you'll understand what i mean when i say this process separatesthe men from the boys, all right, as we say in this particular term and w whatwe do is is we essentially have a whole entire, four or five paragraph. Youknow message that we send the individual and we give them constructsyou'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 forpresentation, ten minutes for qa and that thirty minutes, you have threethings that you're going to present on and three things only. Why you wiveingress o, as if you were selling min gress, o and then a teachable moment,something that you're passionate about can be ballet, saxophone piano whateverit 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 arethe twenty five people that are going to be there or five or seven orwhatever? The number is, and we have people from all over the organizationthat joins in on these, because it's actually a special moment that you getto be part of as an employee to shape the culture to see who's going to behere to help identify who's going to be successful. So it's a group activityand we say there's no rules so recently we were. We sent this out to a couplefolks that were in a process for a leadership role and one person, neverread the article, the remote selling article and had they read that remoteselling article, they would have found the entire evaluation document as adownloadable asset in the article. So they would have seen whatever youevaluated whatever panel. This is a is evaluating the mom, the twelve pointsthey would have seen and they would have seen the scoring system. Theywould have saw all the different metrics, and on top of that, theydidn't go through and look at the twelve people that were invited to thispanel and pre engage with them, as you normally would in a sales opportunityright, i'm going to connect with steve before that particular meeting and saysteve, i'm looking forward to meeting with you guys on whatever it day. Ilove to be able to connect your ound linked in. So that's one, and herecomes the other one. The other one looked at the same set of instructionsread the article downloaded the evaluation. The criteria watched theforty five minute, video of the example that we have inside this remote sellingarticle watched it all the way through connected with the twelve people and booked meetings with anyone that theydidn't know in advance, to ask for advice, criteria, information how towhat to win to right to look at that buying influence. Now you don't have tobe a rocket scientist to figure out who came out of the top right. So how doyou find that rap? Who knows what they're doing you put them in a salesimulation? What they didn't know is that that was a sale simulation test. What you do onthat interview in selling, you is what you will do with our customers and theywill either like you or not, and that, in my opinion, is like what i've beenusing for years and it works brilliantly and it's not just salespeople. We do that, for our are anybody...

...who's touching the customer customersuccess and even some roles in marketing like the leadership role,because you may not be selling externally, but guess who you're goingto be selling internally? Do you have the ability, as a leader, to articulateyour ideas within the leadership team or your peers and when there's conflictor when the someone challenges you can you address those types of things andthen finally, finally, the very last criteria, the very last criteria onthat evaluation. She, which the you know whole system scoring andeverything inside there says, did they go for the clothes and inside theremote selling article is specially, says you're going to either get a oneor a five. One is the worst. Five is the best five says: when can i start or when can i get thejob offer, or am i your guy or gal, to be able to get this job? How do youfeel right now? Are you going to offer me or what one of our candidates did inthis case was okay? Well, thank you. That's the end of my presentation andthen i said fantastic. Is there anything more that you want to ask usbefore you put you sign off? No, i'm good. Are you guys good? Yes, i'm good,okay, great! Well! Thank you! So much so. Are you sure nothing else? You wantto say no, nothing else. Okay out boom, we cut up the phone and guess,whatever body put in that box, a twelve people, one hunded one right: you can,as you can't do zero. Maybe you can do zero, i don't know. Maybe you can dozero, but whatever the number was they just, they didn't get it. So if theyhad realized, they could have automatically gotten a five points.Just for asking one simple question, and that was is: do i have the job sothere you go. That's what separates the men from the boys, as i would say it that was awesome and leads us rightinto our next question, because the theme that you talk about quitefrequently is show me that you know me and you just explore that topic withinthe company in the hiring process. But, of course we want to alsosales peoplewant to show their future customers that they know them as well, and it'sfunny eth and i were talking and at some level it's like a rational for abuyer to need this or want this on a particular level that the random salesperson knows and understands them, and as we began to dig deeper into thistopic, we asked each other a few questions of like okay, what's idealspeaking of forty nine percent and fifty one percent art in science, howmuch does the seller need to show the futurebuyer the future prospect that they know them as compared to knowing thecompany the problems like where's, the balance there do they need to know theindividual and to some elements of understanding who that individual isand their likes and interest. Is that more important than understanding theirrole than understanding the companies play? How do sellers navigate show methat you know me m well, let me illustrate it with what we do in reallife right. We talk about the human centered communications right in reallife. Steve. I met you whatever. It was four years ago at a selling power or asales, three that o conference. You were the post of the program and i actually want anaward for best video. I think it was in fact i've got the. I got the trophyright over here right for front from you guys. I got that trophy and by theway my boys keep taking all of our van gressa trophies, and you know theyhaven't been in any competitive sports for at least a year and a half becauseof ovid, and so they take it. On my trophies, like that, can we have yourtrophy, i get sure no problem, so i got you a trophy still. So let's illustratethat to what we did. Look i came to you after winning the award you and i wereout in the the area where you you get the foods and the you know where thevendors are at and all that table area right and i walked up to you and i saidsteve great to meet you and i started...

...having a conversation, love what youguys are doing at bomb bomb right and started. Talking about bom bom, whereyou guys are at conversation that had with your ceo once before early on, andthat's how i started the conversation, then you wanted to know a little bitabout me right so to have someone be interested in you, you've got to beinterested in them right. So that's the challenge that we see right nowhappening is that people, especially raps they're, not being interested inthe other person when, if i came up to you and said, hey steve thanks so muchfor this award by the way vin grasso now where the worlds are just digitalsales, training company we've got the best video sales training program outthere and by the way you want your product to be inside, of our salestraining program you wouldhave been like. Who is the schmuck right, likethis ego, arrogant guy? No, that's not what we do as humans. We just that'snot the way we center, our communications, how we communicate with,but how we form friendships and bonds is by getting to know that other personand naturally that other person wants to get to know us and over thatinteraction. We begin to build trust, trust in what that person might say. Wemay not necessarily agree with them at all times, but we begin to build trustin what they say and that's one of the big challenges and as if i look at asan example, i've got literally right now a hundred invites in my in boxright now a hundred invites in my inbox from or linkedin and i'm actually i'vebeen saving them up, because i've been i'm getting ready to do a how not to connect on linkedin andwe're creating a book, it's actually a book and i'm coping and pacing allthese people's linked in invites and here's one for you, hi mario i'd, behonor to add you to my network. Thank you. What how about this one hi exclamation point:how is this your going for you or this one hi? Mario, i hope all is well. Areyou open to having our ceo so and so as a guest on your podcast she's,constantly speaking about a little it a diarrhea? And i'm like what do you?Even what's the name of my podcast, the sister with that right? You want yoursee on my podcast, how about us, the name or how about say. I loved yourepisode with andy harris, co, challengers or steve patchin right onyour podcast. I loved it and i thought so, and so it might be a good guestbecause and whatever it might be right show me that you know me in thatparticular regard or the ones that i really love. The ones that came intoday is i'd like to add you to my network. I'd, be grateful to connect yeah now and i'm sure you have them onin there. It's like we have connections in common connection would be commonmore. I looked around your profile and you're someone whom i want to connectwith. What's in it for me right, i said sothat's what we think of when we're you know as pro sumers right. We think oflike, what's in this for me like, if i'm going to become a friend andexpound energy to befriend somebody what's in it for me, we always thinkthat 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 tospend an hour and whatever it was talking to him. I didn't expect it atall. But if steve called me up and said hey, can i get your advice on somethingand that turned into an our long conversation or you ethen? I would giveit all day long, because i respect you. We built up trust. We built up thisrelationship, but don't come after me as a salesperson. Do not come after mewith some catamenic crappy stuff that is putting put out there because you'rejust doing control a control it as a control. P control p for paste show methat you know me that makes it at least for me to say. Okay at least i knowthat they did some research. Let me...

...figure out who this person is. Give mesomething to work off of, as always a wealth and treasure trove ofinformation. Just love like the biggest nugget. For me during this conversationwas the hiring process. I mean that's just brilliant, it's absolutelybrilliant that you put that together. So you know we have more greatinformation from mario in the book human center communication, where hegoes deep into so many other topics connecting with people. But it's notwhat i'm going to talk about here, maria we want to know what what chapter?What person? What topic? Are you most interested or excited about for ourreaders to dive into? First of all, i'm freaking pumped overthis book coming out. Right, that's the first thing, and hopefully everybodyrealizes you know: human centered communication. That's where we'refocused on we've got some great folks. Man, you guys did a brilliant job, notjust because i'm in it, okay, okay, okay, but you guys did somegreat a great job at sourcing. Some really amazing, awesome talent right. Icannot go without saying vivacions and she's our chief visibility of herofficer for being gresse, and i thank you so much for including both of ourinputs 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 ayounger guy right, i'm forty, five and older- and you know morgan- isdefinitely on that younger side that has built an amazing brand out thereand is talking and helping sdrs these young sdrs, who are just out of collegeand in that first, three years, worth of experience that, quite frankly, inmost cases really suck at this right and that they need that development andhe's really taken that time to focus in on various topics, including thecommitment and the formula for video prospecting and really putting people.First, then, you've got vivace, who i mentioned earlier. You know we'retalking about with viva cap some of the how to sell with video some of the waysthat you can improve your results to capture people in to that particularvideo to pull them in and then you've got folks. Like lauren bailey we'retalking about the confidence component inside here, look some of us are afraidto be on camera. Most of us have adjusted to this as a as a result ofcovin and being forced to, but by the way you look at yourself on vitting andyou're, like oh, my god, i'm ugly, i'm fat, i got a pimple, i'm losing my hair.My hair is grey, or in my case i got a nine inch from eyebrow to a receding.Hairline a nine inch gap right there right from right, receiving airlinepeople 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, lawrence chapter? This is the decadefor sellers to shine right and this truly is, and the use of video is atthe top of most engaging content if a seller uses it ifa seller uses it and frankly, most sales leaders who are my age.Forty five and older most customer success leaders who are the vp aboveforty five and older guess what we never welcomed: a new client from an onboarding perspective with a video that says: hey thanks so much for becoming acustomer. I'm your c sm, your customer success manager and i'm very excited towork with you guess what i'm going to do in two days i'll be in touch withyou to look at setting up our next meeting on the next forty eight hours,i'm going to review your contract, get everything a line and then i'll be intouch with setting up a meeting or if you want to book that right now goahead and click on that link directly below right. We didn't grow up doingthat in the customer. Success channel and sales people didn't grow up usingthis, and so most of us, who are that forty, five and older we donn't knowthe definition of good. All we know is...

...what our fourteen year old kid isputting out on tick tock as an example and what's creating attention, butwhat's the definition of good, we know the definition of good, a goodcold call. We know the definition of a bad cold pall, but we don't know thedefinition of a good video message. Why? Because you never sent one before, andso i think this this book, i'm super pumped about it. You guys had anamazing job. Everybody should go out and grab hold of the book and itdefinitely will help you on your journey for leveraging video as a wayto communicate man i want to buy it. I'm pretty sure i already get a copythat was awesome again so appreciate being part of it for folks werelistening o course. You learn more about the book at bomboost. It isavailable for preorder formal releases in october, mario mentioned morgan,ingram and lauren bailey. If you go to bomboost, their episodes in the seriesare already available coming soon, viveka on rose in her episode releases.I think in two or three weeks i forget how he structured the release, butshe'll be coming up and you can learn about all these episodes that bump outbat comsh, podcast steve. Let's ask mary of the questions we ask everybodynear the end of the episode to part question. Oh first part is give a shoutout to someone that has had a positive impact on your life or career and thenpart to a company or brand that delivers a great experience. Okay,you're going to say, oh, come on, you can't use that touche, like you know,but an individual is my dad totally. You can use it. Yes, he cantotally. Is that? Okay- and you know a lot of people might say their parents,but you know i will, even though my dad has as many set of challenges and eventhough my dad was a tough father. One thing that is so totally ingrainedinside of me was: he was a truck driver and he raised a family of seven as atruck driver, and he always said to me no matter what you do in life. You wantto be a truck or eve. You want to be a garbage man, you want to be a brainscientist. You want to be a lawyer, you want to be whatever it is matter, whatyou do be the best at it be the best at it and so that from a very early earlyage. What just instilled in me a drive to! I don't need to be better thananybody else. I need to be the best person that i can beat at whatever itis that i'm going to put my sink my teeth into. I think a lot of us haveforgotten the meaning of what does it mean to be the best at it, and we getto define the best at it. Not anybody else. We get to define that unless, ofcourse, you're in sales, and your quota tells you that you're not doing toogood a, but we get to define that, and that hashad a just a tremendous impact on me as an individual. In terms of how i goafter and how i view the world and how i see things as well and what was thesecond part, a company, your brand, that delivers a great experience foryou could be anything, we've had everything. Okay, i came in contactwith a amazing little bank by the name of radius bank, which was an onlinebank right which was later bought up by lending club okay, so this particularbrand has had my heart into yes, this is bankingreimagined right, truly what capital one says: banking reimagine! I think ithink it's a capital. One say this is banking reimagine. Why? Because i couldcall anybody in radius bank before they were acquired. I can call anybody inradies bank to be able to guess to porpo what i needed to be able to makehappen. We've had a perfect relationship with them. They knowexactly who we are. Anybody can call them that i have approved. They have ahost system down as a total digital online bank from a business bankingperspective. If you're, not banking, with radius you're crazy, then theywere acquired by a company by the new of lending club. Now i didn't have anyexperience with them whatsoever. Then...

...something broke and it was ourinternational wires and, as you know, we have international team members allover the world and our international wires. Our payroll didn't go throughand some of our hopes didn't get it or three or four days right for for theirpain, roll and everybody started saying. Well, my god is the company. Okay, youknow a lot of international books and they they're not in to have a personthey're wondring it as everything. Okay, do we have enough money with all thosetimes of right, so that was four weeks ago. It breaks we to everybody, we'reso sorry it was a banking air, international transfers, blow bah blaheverything's fine, two weeks later, next parocco breaks again and this time it was really bad egg ontheir face because they had an international vendor. Sorry wiretransfer, vender that basically decided to cut them off and say we're not we'renot in this business. You have two weeks to transfer off: they they did.The transfer new provider didn't tell them that they had to build in thisautomation, and so basically, anybody who had a set up kind of broke nowwe're on day number three, and this is the second time in a row thatessentially people weren't getting paid and now we're on day three and then wewent to day for one of the people. Who's ways workedwith us in an amazing way, said i'll get back to you this evening and neverdid, 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 topay check in this particular country. He hadn't paid his energy bill and theby this fourth day knocked on the door, and so one of our bps had to log in hisaccount and pay it through his account right and that's high. I said anousenough, we can't wait any longer, so i stand a note to the to and say i'venever had to estia. Never. I can't believe that i am forty. Seven minutes later the ceopicks up the phone and calls me a lending club, and i answered the phoneif i had a feeling it with him as the phone, and i say thanks for giving me acall back, i very much appreciated. How is everything going? I just trying tocreate a conversation and he says i'm not well because you're not well now, if you, ifi walked into this conversation with any level of just like gur, because i'mso frustrated over this over people, not getting their pay checks and thenworried about you know, can i eat. Can i do this? Come right that immediatelyeliminated all friction, because we started the conversation with i'm notwell, because you're not well lending club left an amazing brand impressionat how they handled the situation up through the ceo post mortem. He gotinvolved figured out where the broken systems and problems were said. Iunderstand everything is going on. I'm going to fix this text at me. Basically,an hour later said: here's what's going on. Can i talk talk to him fifteenminutes later and he says here's everything full disclosure, honest.This is what i said. I totally understand all right by tomorrowmorning, at nine a m. I will text you because i'm san francisco east coasttime it'll be twelve o'clock. I will text you i'll make sure we have thisthis and this and that he texts me at nine. A m says: dondel everything'sfixed. We got it working, please. Let me know if we have any problems and bythe way, i'd love to take you out for some drinks to apologize for thisbecause he lives right around the corner from me. Well, what do you know right so thatexperience in terms of a customer experience was probably the best onethat i can think of in a long time that something from a negative turned into avery, very awesome, positive and by the way, i'm still a big fan of radios banknow owned by lending club. Nice well done good button on it too, and thatthat opportunity to save a bad situation is such a huge opportunitybecause it's emotionally charged. Typically, we get the you know thereally positive stuff that as the positive emotional charge, but thisnegative charge can be turned around because at least people are invested init. So i love it. That's really well done and well told as fun to listen tomario. We are at time we are going to...

...say thank you again for spending timewith us before we do. Where should people go to follow up on it besidesven gresson? So if you're going to reach out to me on lington mariomartinos junior, please make sure you say you heard me with ethen and steveon the customer. Experience podcast tell me that in a personalized in viteon twitter, i'm at m underscore three jr and mario martin is junon linkedinand that you could reach me there. Of course, then gresson with one s withone s awesome. Thank you. So much thanks mara, thanks guys, clearcommunication, human connection, higher conversion. These are just some of thebenefits of adding video to the messages your sending every day. It'seasy to do with just a little guidance to pick up the official book.Rehumanize. Your business, how personal videos, accelerate sales and improvecustomer experience learn more in order today, at bombance book, that's b, o mb tombo fuck thanks for listening to the customer experience. Podcastremember the single most important thing you can do today is to create anddeliver a better experience for your customers, continue learning the lateststrategies and tactics by subscribing right now in your favorite podcastplayer, or visit bombombay.

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