The Customer Experience Podcast
The Customer Experience Podcast

Episode 148 · 4 months ago

148. Video Messaging and the Next Normal w/ Dan Tyre


Video is a perfect example of taking automation and inserting more humanity into it. It’s a relationship-building form of communication that centers around what’s human about technology.

In this first episode of our Human-Centered Connection expert series, Steve Pacinelli and I interview Dan Tyre, Director at HubSpot. He explains that everyone in the company is involved in customer experience and must practice ways to reduce friction and build connection.

In addition to his contribution to our book, we chatted with Dan about:

- What he contributed to our chapter called “The Year of Video”

- How HubSpot’s flywheel uses best customers to gain more customers

- Why Dan is so impressed with the expertise of Phil, his “dirt guy”

- What the video details at the Lions Program (aka Hubspot Academy) are

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Outreach doubles sometimes trampleswhen you use a video, why it's exactly what you guys espouse right: it's humanyou're, delivering the right information at the right time, you'reshowing that you've done your research, there's a million reasons why it's soimpactful. 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, even but hey, we are doing something new and fun this summer. Hereon the customer experience podcast, i am your host ethen, but i've got a cohost now steve pasinelli, who is my longtime friend, longtime team member,a long time, co worker, our chief marketing officer of bomba, my co,author on the book, we humanize your business and were co authors on anotherbook called human center communication, which is releasing this october on fastcompany press. You will learn more about it as a listener to the show, asit gets closer, but one thing we thought be really fun to do: is team upagain co host this podcast and engage all eleven of our expert friends who webrought into that book project, so we're hosting them in customerexperience conversations. This is the very first one steve who do we have yetnone other than damn tire we had to put dan in first, because you know whatyou're going to get. When you talk to dan tyre and a you are a long timelistener to the customer experience podcast, you probably have heard theentires episode, and so let me go quick introduction before we kick this off.Not only is the entire great podcast guest, but we knew that he had to be apart of our book human center communication, because dan is theunique combination between tenure experience with a practitioner'smindset. Dan is a video practitioner. Dan is a human centered communicationpractitioner dan is the perfect juxta position between. I was going to sayivory tower, but that was probably that's. Probably not the right. Word,but but executive and and practitioner, and has the vantage of both viewpoints.He leads a pipeline. Ten boot camp called sales line. He is the co authorof inbound organization and an overall fantastic guy dan. Welcome to the show.Thank you steve. I should take you on the road with me. That's awesome right,i thought you're going to say tells the same jokes all the time and you likepivoted right around that you guys said you wanted the big energy. I loveworking with you guys. First of all, i didn't realize your background. Yourlike best friends, you know lots of things about each other's hair. Rightthat came out in the pre briefing meeting but like podcast, are a bigthing now right, it's a great way to get information across and one of themost important like components of delivering the information. The waypeople want right in two thousand and twenty one so super excited to be hereand answer any questions. Yeah awesome. We have a lot of them and we'll startdan where we started. When you first joined me in this podcast, i think it'sback on episode. Forty, if i remember correctly, i have everyone to findcustomer experience. I'm going to ask that of you too, when i say customerexperience to you dan. What does that mean all right? So, first of all, inpart of my brain, i'm like that's the way in which you engage prospects andcustomers, but the way i'd finish it not for a competitive advantage right.I we spot the company that i work for for the last fourteen years has beenvery a strong advocate about customer experience, being your essentialcompetitive advantage right and amazing, because it's true right in the age ofeverything being able to develop in the age of all the ways in which you canconsume information. The single most...

...important thing is how easy it is to dobusiness with right. Hup pa sometimes calls it the fly wheel and there's twoparts with one is the force, and one is the fiction right. The reason why i'mthe first podcast ces you been super easy you're like tired, get on thecounter. Just click on this and i'm like bubonax thing. I know you guys popup and we're doing the podcast all right. It's like super easy. You sentall the stuff in advance that customer experience. I was just working with aglobal traditional manufacturer, and some of these people have been doingthis for forty years. I know i sound like your grandfather but they're likeno. No, no, that's not the way. We do it in a transactional, businesse andthey're. Like give me an example where customer experience works in atransactional business, i'm like dirt like what i'm like dirt, i'm like you ever bought dirt andthey're like now, i'm like i have a garden in the back of my house rightand i live in arizona and we're trying to grow tomato plants in arizona right.So i need dirt right and would you say dirt is a pretty easy thing to buy. Youhope. So it's not all right. So, first of all, i crowd sourced the place tobuy dirt everybody's, like this wind mill farm here in arizona. That's theplace you biter, i call the guy up. I'm like i a dirt and i'm thinking justlike you and anything like i just want dirt he's like what do you need thedirt for i'm like? Is it on or is it garden? I'm like it's garden. He goes.What kind of plants are you planting? I'm like tomato plants, egg plants andbeans he's going all right. You got to put those in separate beds because theyhave different, but you don't just need dirt. You need dirt over a period oftime and i'm like why he goes because in the airs on a sign of bleaches out,i'm like, oh, my goodness, he goes you i'm your dirt guy, i'm like i didn'tknow i needed a dirt guy. He goes. What you need is a delivery of dirt. Thenyou need to tell me where it is. Then i'm going to deliver dirt again inninety days. In then a hundred and eighty days and i'm like okay you're,my dirty guy, how much does it cost? You think i'm going to go and likeprice shop all right for dirt, not when this guy is school with me on. When iask a he asked five or six very important, that's the best customerexperience i have for a very transaction lay a week, i'm like okay,you're, getting all my dirt business you're, getting all my friends dirtbusiness. That was also just because he was smart enough to ask those questions.Make it super easy for me to understand. Now i've got a volume purchaseagreement to get multiple deliveries of dirt over the next four years. So i geta big fat tomato play in that rat story. There are there's so many things. Ilove about that story. First and foremost, when these things come toharvest, i feel like i need to invite myself to dinner out on a nice patiolike late in the afternoon, for something with beans and egg plants andtomatoes, but expertise on that person's side authority on thatperson's side. Good, like good discovery in advance to help guide youto the right thing, and then the idea that it's this recurring revenue- it'snot recurring revenue. For, like i mean there are people that want to to send tshirts on a recalling revenue based new t shirts every month like i don't needt shirts. In fact, if i have, if there's anything, i have around tshirtsas i need to get rid of more of them so that they, i just gave away eight rightoff the one. So you sent me but everybody else, so a hundred percent ofwhat you just said. First of all, he did it very naturally he's like okay.Let me ask you some preliminary question. So the discovery was great. Anumber two. He had very good listening skills number three. He knew what hewas looking for right. I don't know if i had said like i'm growing christmastrees, if he would have said all right, we don't sell christmas tree dirt, butthat's another part of the customer experience, but i was just talking toanother sales leader today and i'm like the hardest thing to teach. Your salesteam is, if it's not a good fit you move on and we wrote an e inbaorganization thought an i about how if...'s not a good fit, it used to be byor beware that would sell or beware, because if my dirt doesn't work withthe stuff that i'm growing whim, farms is never going to get my business andeverybody i touch is never going to hear about wind mill arm. So it's like win win kind of thing right, but theability to diagnose then turn somebody away if it's not a good fit or make arecommendation right. That's a sales vers in two thousand and twenty oneright is somebody who's going to ask the right questions right and thisguy's been a dirt guy for a long time. He knows the right questions to ask. Hewas concise in the way he asked it. He listened to my response. He made agentle suggestion of what i really needed and in like five questions irealized. Damn i don't know anything about dirt. This is my new dirt. Guyand now of a sudden, i'm telling everybody on a podcast. I got a dirk. U,i feel like honored, that now i'm and for the rest of my life, if i ever needdirt, i'm calling phil that's base my dirt guy yeah. So i'm going to assumethat field doesn't have a customer, i'm. Actually. I am sim transitioning here.I'm going to assume that field doesn't have a customer experience team memberon staff, but i know dan that you've worked with countless organizations andyou're at hub spot with some of the people that you've taught and trainedand consulted or whether, in the context of hub spot, is your preferencethat i think in bound philosophy answers this, but i'm going to ask itanyway. Is your philosophy that that you would recommend a role, title teamaround customer experience, or do you prefer that it be more of this kind oftranscendent cultural component or ethos of the organization fulfill? It'sobviously, culture ethos is just how we do business, but do you like what doyou think about people? You answer the question or the in bad organization isall about. Indoctrinating everybody in solving for the customer, you guys justguys you do it naturally right and you're in boundersway, before you putthe term around in bat. The reality is in the old days, two thousand andfourteen the average company at about fourteen competitors. Today, it's overfifty right and so you've got to be very, very specific on when you do yourbest work and everybody everybody in the company is involved in the customer.Experience experience right, and so everybody needs to understand rightthat we saw for the customer. Everybody needs to understand what that means onwhat role that they play. Everybody needs to be constantly looking for wayswhere that friction is making it hard for people to do business with you andthe force where it becomes easy, where you can share that in vera and, ofcourse, in two thousand and twenty one, every company is a technology companyright. You have to lean into the technology, because it's too hard to doit manually, you can't run around and connect it all the way, but even likenon profits. Even dirt. Farmers need to have good technology so that theyunderstand who you are. They can be reminded that if there was a experiencepreviously, you can refer in a second, mr tyre. I see you bought dirt in twothousand and sixteen right. Oh, no, that's why you that your son, orsomething like that and like it, has to be ingrained into the entireorganization that that's the way you grow your brand. That's where you goyour revenue, that's the way you get your reputation and then, of course,the fly wheel of final piece is taking their best customers and putting themat the forefront of your fly will to get more custers. There's a couple ofthings with that number one defining that niche right. So people know whereyou do your best work. You can always be opportunistic right. He could sellother kind of dirt, but you want to understand your well house where youreally do your best. One number two you want to put the people who've justrecently been through it in the forefront of the process. In the olddays we used to give references at the end of the sales process. I don't knowa stave. You ever give a bad reference when you were selling something i inever got a bad reference. I never gave it that so it's placy useless now right,i'm like oh, go talk. A joel jill has...

...just been through this process aboutsix months ago. This company is about the same size you're. Bothmanufacturers she'll tell you what the process was like. I need the customerexperience. She'll tell you what she did right. Super easy she'll tell youwhere she took a few curve balls right, so you don't fall into those mistakesand people like you'll do that. For me, i'm like yeah, that's the way youreduce, friction and add force your fly weel living into twenty twenty, so dan,i think ethan. Might fire me on the very firstpodcast that we're doing together because and correct me? If i'm wrong, idon't think i mentioned that you had a fourteen year career hub spot, a h t. Iforget that portion and the ah you didn't mention that in the bio. That'sall right, if you hit my mole by on to take twenty seven minutes, and we onlyhave a few mats here, but i started as a first sales person for up spot and icole called for up spot. The reason why this is so so vital to me is, first of all, i hada great thirty year sales career sales, executive, founder entrepreneur, careerbefore on spot, but everything changed in two thousand and seven because theyput words around arms bryan. Their idea was putting words around the inboundphilosophy and in bound in two thousand and seven that inbound market andtricking out your website, so you got leads, and that was cool in bon in twothousand and twenty one is completely different. Inbound is now the customer.Experience is exactly what you said: it's force and friction it's defining,who you do your best work with. It's engaging and i feel a well funny sayingthis, but you got to treat people like human, big right and like guys likeyou're, like oh yeah, i know, but there's tons of people who connect withme on link on and then send me spat. I'm like you're kidding me you're,going to ask me to connect. I saw your and you know actually it's my badbecause you could tell. I saw your profile on linked and decided that iwanted like connect or something dope like that. Rather than say, tired. Likei see her all over linked in, i saw that last block post just one thing toshow that you're the least bit interesting right and then they say. Oh,we have all these services, i'm like. What are you kidding me right? Did youreally think that's a good way to start a relationship? Do you really thinkthat you're building your brand that way right? First of all, you'reviolating lincons profile? Second, our security connections and number two isa horrible way right. You make it one or two percent conversions. That meansninety eight percent of the people, wi hate you will never do business withyou again and so treating people like human beings in two thousand and twentyone super important number. Two you help not sell. Would you guys haveknown forever right? The reason you write books do podcast. All you want todo is help and you are skilled at delivering the information ways peoplewant to receive. I always thought podcast were better on the east coast,because people would listen to him when they would shovel snuff turns out. Iwas wrong right people all over the world, listen to podcast right. My wifelistens to him while he's walking the dog people in la while they're drivingto like they're universal now and withh spotify, and with all of the differentoptions right. It's a great way to learn quickly. All of the informationthat you're trying to teach. The third thing is you always solve for thecustom. You saw for the custers easy to say that everybody says that, but whenyou have to like work through an issue as employ number six for up spot, i'mgoing to say three times a week, somebody will say tire we met in twothousand and twelve. You remember me you so lamp spout or something likethat, and sometimes i do sometimes they don't. I'm always honest, i'm like no.I got nothing right, he's like no. No, you sew me up spot basic in twothousand and twelve, i'm like okay. That doesn't exist now. But what can iave with you're, like i'm, going to a renewal and my account team isn't like is charging me five times, i'm likethat, doesn't sound right and as a early employ o o spot. Myresponsibility is, i don't have the responsibility to change it. I can'tgive him a discount off. Nor would i because it's really the responsibilityof the account relationship team, but then of a turco. I will raise my handand say: what's the deal with this guy and bring it to the accountant in, likeninety nine point, nine percent of the...

...cases they're like oh, my goodness,they slipped through the cracks we've been trying to get a hold of this guy.We have the wrong email of guys. Thank you so much, and then they fix it rightand the reason why i am spot is hub spotties, because that sobbing for thecustomer is super important. The next thing is look at the data right. Everycompany being a check up that is important, evaluating and understandingand focusing on the data is super important and then that's the way youscale the company right is your niche and find out where you're doing yourbest work, so you can do all the other attributes. That's what it invoke aboutorganization is all about. That's that the customer experiences all about, andthat is a winning formula in every single industry. What the global pandemic taught us isthat now that everybody's remote he used to be, i don't know, people wouldshow up in certain industries with donuts and coffee and that's how theygot this right. That didn't happen a lot in two thousand and twenty. I hadlots of people call me and say all right. Well, what do we do? My salesgame that used to be out on the road driving from customer to customer can'tdo that anymore. I'm like yeah! Well, you better find a way to add valueright like call a out and they're like well, what will you say? You'd, like myname is steve. How can i help you in the like help with what i'm, like yougotta, ask that question right, there's a whole series of things that you gotto like figure out to ensure that your adding valued every step of the salesprocess, people calling back in ninety as like you're right, there's tons ofthings we can help with people. We didn't understand the sizingrequirements. We didn't understand how far in advance we were actually talkingto our customers, not just giving them denis, but i'm like exactly all rightwelcome to thousand and twenty one. Now, how can you expand it and there's acouple of things that i'm pretty adamant about the fly wheel is one yougot a up spot fly we'll just google, it you'll see all the information, theother is you got to treat your customers different than your prospectsand when i'm working with senior executives at global companies i'll saywhen people come to your website, your customers see the same thing asprospects and the like, yeah. Of course, i'm like okay you're doing it wrong.Who, like what are you talking about? I go. You have to utilize a way in whichyour website recognizes your customers and shows them different calls, tashand different landing pages, different up so and cross yle opportunities,different ways to add value they like. How do we do that and using up spotscalled smart content right? You have to use sub pot, there's lots of ways to doit, but in the age of much more competition you got a circle. Thewagons. You got a bear hug your custom, you twice a year. I tell everybody this.You call your best customers and pick up the phone and say steve. This is danfrom home spot and seems like. Okay, who are you? I'm like? Okay, we've beenworking with you for six years, but this is the first time i've i'm talkingto you. I apologize. I usually work with ethic. Do you know ethan andyou're like yeah? His hair is perfect yeah that e that's the guy, and i'mcalling because i appreciate your business that i passed right andthey're like okay and you've been a customer for six years and in the lasttwo years we get a special project for you. We did a special pr podcast, wherewe featured you on that podcast and i work all the time to help like generaterevenue for you, and i wanted to thank you for the business. I wanted to tellyou that we value that partnership, and this is my cell phone just put dan andhave spot and your cell phone if there's anything that ever comes upright, just text me right and twice a year, i'm going to pick up the fun ofsorry with you, i'm going to call make sure the relationship is strong andthey're born away. They're, like oh, my goodness, who are you again, dan andhub spot huv, spot and they're like okay you're in my phone now, there'sanything i need. Let me not that ripples to the entire organizationright that is very, very powerful, then twice a year, i'm like! Are you a textperson or are you a email person or you a phone person? I like to call becausei like to see if there is changes. Sometimes the people leave sometimesthere's differences like in two thousand and twenty one. A greatquestion to ask is like, what's different than in two thousand andninety and n everything is different...

...right, and so we get to hear like thethings that they were going through, but that connection directly with theirchop custers called two of your best customers. What are the advice that igive to all entrepreneurs all the time so that you have that personalconnection, because in the age of all this technology, it's designed to tryto be more human and there's nothing more human than actually picking up thephone and say steve? This is dan, i'm your dirt guy or your kit guy and thiscavasa and i'm here to help right and i'm here to help for the next six years.I want to earn your visit. That was a wealth of information. I want to goback to solving one of the elements of your methodology. There was sal for thecustomer. I think ethan's audience here would love to know who and i'm going toask a series of questions here. You can got me to pound pick and choose whatyou would like, but who's hub, stop whose hub spots customer right now.What problems do you saw for them, and the big question is how have theyevolved over the years and when did you know you needed to change thatexperience for them based on their evolution? All right. That's amazingquestion. That's going to take me four hours to respond, but after fourteenyears that i've spite when we started, we were essentially a small businessmarketing software product right and we were world class at tricking out yourwebsite, so you could generate leads and customers without having to pay forsearch over the last fourteen years, we've morfe to a cram. We now have fivehubs. We have a marketing of a sales hub, a cr m, an operation tub a serviceof they called the fantastic five. So it really is a text stack designed tohelp you grow better. The foundation is of spots, sarah, which, by the way, isfree. If anybody still using spreadsheets, listen to this podcast,don't right. I spend a lot of time in spreadsheets and it's horrible. Youcan't do anything things that he just talked about. If you're, a spreadsheetand hoe spot is strategically positioned, our cram, which is a moderncarm that does a lot of great stuff or fred, there's a variety of differentreasons. But people like free stuff, you guys like free stuff right. Ofcourse you do. Your podcast listeners like free, stop right. They like thisshow, i ah exactly exactly exactly and all five hubs started free right andit's a great way to lean into a motion where people can try without afinancial commitment. They can see the value and if they need a little bitmore of functionality or breath, they just buy more stuff. So, as the home spot story evolved two yearsin, we decided that we had a pivot between small business and what we callmedium business, and so we chose medium business for a briey. Rees took usabout nine months to make the decision, but it was the right decision becausethey got better value out of the product right. We had higher retention.They were a little less price sensitive. We still had a small business divisionand it was very, it was probably twenty. It was a significant part of ourbusiness. I don't know the exact amount, but the emphasis on the growth was onthe larger company we defined it from. I think twenty employees, up to twohundred as the company is evolved over the last fourteen years. Now we haveretail, which is one or two employes. Then we have small business, which isthree employees to twenty. Now we have mid market, which is twenty two. Twohundred now we have corporate, which is two hundred to five sand right and nowi'm spot has a hundred and thirteen thousand bang customers and a hundredand twenty countries. So it's very, very broad the come of the nominator,though these companies that want to grow and growth in two thousand andtwenty one requires that you're not in stuffies. It requires that people areusing a simple to use simple, to implement simple, to manage text stack.We sometimes call it rev ops, which is aligning all of your go to marketstrategy. So everybody knows what...

...everybody is doing and it's proven tobe incredibly successful right because all of the different departments, allof the different areas of expertise, all of that hand offs between, like thewebsite to the salesperson to the on boarding person to the customerexperience person is all samos because they all use the same information. Theycould see all this information, and now, over the last few years, we've beenimplementing, were getting our partners involved in ensuring that our partnersare part of that process of spud as thousands of partners and all of ourgeographies that are designed to assist our clients, and we have the best partnerswho are engaged in certain types of geographies and certain types ofindustries that will cycle in, and there is a multiple year plan, whereit's very intentional for us to embed our partners in the customer experiencebecause they're so good at it right d and there's a direct correlation tocustomers being happier and getting more value out of the shop yeah. I really love the way you allapproach the partnership piece. It really is a true partnership. I think alot of people would treat that relationship more like a just, astraight reseller, but it's different. It's so man to twenty twenty one, yeahright, our partners of the grand we have the greatest partner eco system,the world kiting mac, runs the program right globally and we're constantlythinking everything we do. How to integrate our partners in the motion sothat it's an extension every check company have been in had challengesbetween direct and partner right, and it was horrible in e h s and it was alittle bit better in the outs and then it's still hard, but if you can do iteffectively, where you're generating revenue for your partners, it's a winwin. We were now two thousand and twenty one. Even is the creationeconomy right, and we have to find ways that it becomes very, very obvious forour partners to make money and the good news is when you're adding some of thecustomers in the future right. They all need some level of help as we'reintentional of getting our partners involved. It just makes a little easierfor us to grow without doubling the size of our of our head count by givingit to people who desperately want very much want the business and can do abetter job than weekend yeah, it's so local to so the sales lin programreally quickly. I know that that involves the pipeline jan boot camp. Isthat primarily for partners, or is that for the population partners except woremorphin right over the last three years, professor winow david winehouse and ihave been teaching partners how to engage and how to advise better showbetter business falling, and it was the greatest drabbit up bout. It was somuch fun. It was an mps of ninety right. People were so grateful becausestarting the conversation is the harts reason why video is so. Impactful is aperfect example of taking automation and inserting more humanness in it.Right. I see you on my little video, your bom bom videos that you send meall the time and i'm like i ethen right and it's a i can't control myself. I dolike you, but when i see you i'm like reminded of how much i like right, youcouldn't do that at text email and, if steve sends me a text email, i'm notthat excited, because i got eight hundred of them today and he's justlike one. But when i see you pop up with your light hair and your mike andall that kind of stuff, i know you're going to get right to the point. I knowtwenty seconds of a little bit heath and beaute best practices, and thenit's like a really human thing. I feel like we have a relationship, eventhough you're using the technology to support that now in this is the lasttime we're actually teaching it as a bespoke class and we're morphing itinto hobson academy, and you guys familiar with up spotted cavern, i okay,so all your listeners, just google, have spot academy. I just figured itout. We have now eighty four certifications, four hundred hours,four hundred and eighty lessons. Oh, my goodness, on all these different thingsfor sales and marketing for content...

...creation, and what we're trying to dois we're trying to leverage this, not just for partners, which was what thethe purview of the program for the last three years but partners and and usesbecause a hundred times a quarter, people would say: okay, i'm not apartner. I need to learn this and when we ask our partners what percentage ofyour customers are practicing in boun sales process, they're like not to twopercent five percent, because it's still brand right people are still coco.Did you know that you ever get cocales? Well, i don't any more because myiphone screens them for me. The way i used to have to manually screen themmyself or like cos. I pick it up. I'd look be like. I don't know that i putit down. I phone handles that for me now, so davy still get co call. I dobecause i have a have a a voice, male at work, so they tend to just filterate to the voice. Mail and most of them don't leave a message anymore, but oneout of every ten two out of every ten does awesome so turns out. Theprospecting component of the inbound sales process is the hardest, becauseit still requires that human engagement, video does a great job of acceleratingthat because they see right who just want a little dan tire in his orangewall. Yelling at you, unless you're a disk profile c, which case isincredibly annoying- that i'll use my scientist's voice and deliver themessage just a little bit differently right, but putting their website on thescreen. Explaining now i want to spend fifteen minutes with you to see how ican help and they're like help. What are you going to help with and then forus? We up would lead generation, customer acquisition, client engagement,competitive advantage. Everybody has magic words that you could say now.That's who yop you with. We help you in gay. We hope you get bought of reach.We help you with visibly whatever it is right and they're like well. Why areyou doing this? I get that like fictim, of a what you want to help me. I'm likeyes like why i'm like that's just the way we do it. It's super fun. Don't youwant to out, but they're like yeah, i i'm like what do you need up with andthen they tell me and if i can do it, i'm like okay, let's spend a little bitmore time, will dig in tell me how that works. Tell me more about that. Tell mehow you've grown that and teaching. I don't know. We've talked two sand. Whatwe go, lions right, because lions hunting back lions about the like theking of the jungle right, they're, very social animals, right by the way, womenlions do all the work right. Men, lions, like male lion, sit by the water holeand steal the gazelles, the women lot and skill. But i don't know if you knewthat, but i've been in africa and that's exactly what happened, which isa metaphor for life, but the lines program now is going to morphin topspot academy. We're going to do it a part of community where we're going toteach everybody this methodology, because it's critically importanteverybody says people don't pick up the phone anymore, i'm like you're wrongand they're, like no. No, the statistics say four to fourteen percentof people pick up the phone the first time only for i got all th a date onthis. Only forty percent of leads are ever called. Sixty percent of leads arenever called right, which makes me cry inside a little bit. Only thirtypercent of leads are called twice right, and so only ten percent of leads arecalled three times only eight percent of leads are called four times everytime you call you have to send an email here in the united states. We leave avoice mail in other jackfish cross word. We said of what's up so that it's anaudio what's episode or a video. What's up so that people see that we're tryingto reach out it's very respectful? It's like oh steve, my name is dan. I sawyou came a website. What were you looking for help with or if you didn'tcome to the website steve? I see that you're in colorado. Oh, my goodness,you work with my buddy ethan. How are you known, ethen all right ethan saidthat you may be interested in growth or in scale, and i want to spend fifteenminutes with you to see how i might p my link scheduling link is in thisemail just get on my account right and after four emails and two video emails,four calls for emails. Two of those are...

...videos i'll convert more than sixtyfive percent right and people go no wait and that it doesn't work like that.You're, like a mini celebrity, i'm like no, it's not just me right is that i'musing the technology in a way in which you know i'm not like an eighteen yearold, with a skinny leather tie sitting on a stool, just saying the same,stupid stuff. You know that i've researched you and that there's waysthat i can help. I have the data in the facts and i'm not just going to callyou once out of the blue and stop i'm going to be professional and persistent,and my last video is all right steve. I sent you two videos for emails calledfour times. I think you know how to get all of it. I'm assuming the timing,isn't right, just save this video and if you want to grow better or growrevenue or if you need help with anything. Just remember dan from obspot. Just send me a quick email or use my link just get on my calendar happydo and it's transformation right. People like sometimes call and say likethat, was amazing right and then at the end of the year. People, like you,remember talking to me in march and i'm like no and they're like none. No, yousent me for emails. I'm like okay, a two videos. He sent me those littlemovies, i'm like yeah. I did that a lot and they're like those were awesomeright. You talked all about me and i'm like yeah. That sounds like me andthey're like okay. I need help now, i'm my all right. Let's set up a time,let's go and it's amazing, because you guys know this right. You have ethanhow long you been using video more than ten years about ten years. I knowyou're you're a pioneer how about you steve how long you been doing. Ipurchased bombum as a paying customer in two thousand and eleven. Oh, mygoodness, you guys are o gees or dexters man yeah. It took us a fewyears to get them to join us, but yeah he's so that you shared the visionright away. Amazing i've told you this evan. I said in two thousand andseventeen when we saw the steps the thing about working for up spos. Wehave marketing statistics. If you want the marketing statistics, just googlehub spot marketing statistics and they're all there, including the videostatistics right when you see it, the outreach doubles sometimes triplesright. When you use a video, why it's exactly what you guys espouse right?It's human you're, delivering the right information at the right time, you'reshowing that you've done your research. There's a million reasons why it's soimpactful and has been, but in two thousand and seventeen i'm likeeverybody's, going to use this it's the year of video didn't happen. Then twothousand and eighteen i met ethan, i'm like okay ethan, your responded! Thisis the year he's like, i hope so, wasn't the her. Then two thousand andnineteen i'm like okay, stand at my feet. It's finally going to happen,then two thousand and twenty all bets were off. Although video was even moreimpactful, then because of all the like reasons, we just said: twenty twentyand two thousand and twenty one. It's going to take a little bit of time, i'mnot going to make the same claim five years in a row because i've been wrong.The first four, but it's catching up more and more people are understandingand it's really an essential part of your professional outreach and ifyou're, not using video, you don't need. I mean you got to talk to steve andethen, because it has an incredible impact on your relationships on yourability to get information across. These guys have all the the data in thebook right and it's brilliant and it's accessible and it's relatable and i'mthe first person to tell you it works. I teach it, we use it all the time andof spot and you're missing out right. Well, one thing two thousand and twentytaught us is that you can't do it the same way. You did. We don't call thenew normal. We called the next normal. You can steal that ethan the next. Youever heard that before eason done no got it the next normal and i'm likeit's different now right and you got to understand that it's hybrid you got tounderstand, it's human you got understand is all about helping, notselling and anything any actuary. That...

...can, let you be a little bit more.Human is better speaking of the book you like that segue ethen e, we are. Weare thankful for for dan tyre, obviously being on the show here today,but also as contribution in the book who went around this out and end upwith with a question about the book. What are you most excited about forpeople to learn and reading human center communication? Is there aparticular person or particular chapter or particular topic that you can't waitfor people to pick up and learn about? I feel like you're the pioneers andhave continued to be the pioneers now. I know your ten year pioneers, but youknow there's still a small percentage who are embracing the message, and ifeel like it's time that more people pick it up. The technology has neverbeen easier to deploy, but now is the time right and if you're not movingquickly to embrace this new way, it's not even new anymore. It's ten year oldtechnology accorded to you guys right, it's okay, to be a little bit of alagger. It's not okay, to be ten years late to the part right. So i'm hopingthat, like the big hearts that you've been doing talking about how importantthis is right, my montres to the most good for the universe. The reason why inaturally like bond with you guys is you're the same kind of mancho. All youwant to do is hope. Now is the time that people have to come out of theircomfort on they have to try something: that's a little bit new. They have to.Let's just try it right if it doesn't work for you number one i'll, be amazed.Number two i'll probably tell you didn't, do it enough, because with lots of experience in two thousandand twenty, we ran a program and i'm spect called the big fifty videochallenge. They ever tell you about that reason. No okay! So we got sixhundred people to say. We want you to do fifty videos and if you do i'll,send you a lion text and they got all excited about purple lion text which,if you ever want somebody to do something, offer them a tag with a lionon it because he'll do anything, i'm going to say: sixty percent did ten videos andstopped, which made me cry, i'm like no, you got to keep going right, but atleast they try right, and some of them enjoyed a little bit of success and atleast they saw how easy was to do the other. Forty percent they're, like oh,my god, they're what there they're realizing the dream that you guys beentalking about. They're like no people call me back or they got my calendar orthere's a schedule, connect call i'm like yeah. That's the way we do itright. People think that i'm spot just sits in our global offices and peoplelike i don't know, email us ps right now. We call all the time we use videoall the time. Uppy video is imbedded in all of the options that we have and weknow it works, or else we wouldn't ten it we wouldn't use it and we wouldn'tsuggest it to companies that are trying to scat awesome. If you are listeningto this, and you have enjoyed dance insights not only on video, becauseyou'll get a lot more video in the book human center communication, includingtips from three of his peers, that help spot who he brought us intorelationship with thanks again for that. But you also get this underlyinginbound philosophy which overlaps with this human centered approach to doingbusiness. I hope you heard that in the conversation this is the first of aseries that steve and i are co hosting coming up soon. We've got matthewsweezy from sales force. We've got lauren bailey, who is the president andfounder of factor ate and girls club, two different organizations and a raremember of the tenser video club? I don't know where you're at dan, butmorgan gingras done ten sand videos. There are handful of us that are inthat group. He's among them he's also a linked in top sales voice for threeyears coming as three years running rather and all those folks are comingup here in this series, steve, let's close it out with dan. Let's learn alittle bit. Roman connection is so important right, i don't know came outwho came up with the title of the book. It was an internal process on what wewere trying to do was get at the essense of what this is, because thisconversation we're having to and- and... know it is not about video video-is simply the medium to put forth all of this stuff. That we know is betterput in video than in faceless type out texas. So as we thought about it, whenyou're doing it well- and you speak to it it's about putting the other personfirst, it's about coming with service and values about speaking to people inways that they want to be spoken to, including more visual and moreemotional communication, which video allows it's all of that stuff, and soit was an internal process. I don't know that i would design it to oneperson, but if i did, i might say john rugi yeah er, one of i go. That'sawesome. Number one is a great title important for these times for twothousand and twenty one number two. It doesn't surprise me got world classguests for your podcast and for the book because for thinking businesspeople understand that this is important. What they might notunderstand is how to put it in practice. That's why you got to buy the bookright and it's easy to read. I've read your previous book, which was awesome.It's right here, rehumanize your business, correct! Thank you. I l it erut that little product placementin there right there we are there we go. I know i know i got two copies becauseyou're nice enough to send it very, very important right and i think mostof the ford thinking business leaders are saying the same thing. We call itin bound, you call it rehumanize your business, but now is the time right andif you're still doing things the way we did twenty years ago, you're gonna hitthe wall, and you know it, you see it. You have to lean into theserelationships and anything you do to help you guys or the book or yourpodcast readers go to dan tiro de tired up soto and i'm all into tread out.That was my last question. You just answered the question before i asked it,so i think so much for allowing me to be on yourpodcast. Anybody need any help with anything. Let me know ethen and stevenow to get a hold of me and i'm at your service thanks. So much guys. Thissounds like a great podcast for me to listen to and look forward to sing thebook pluche thanks. So much jean really appreciate your time for folks who arelistening, he is detier at help potom. Yes, he gave you his email address anddan. I don't know if it's like when i give my email address. Almost nobodyreaches out it's a shocking when we have access. This is something stevesays all the time we have access to the world's foremost thinkers on so manydifferent topics, they're all available, digitally on linked in or other ways,and i know people that give out their cell phone numbers on in conversationslike these and they like. No one ever calls me. It is shocking how few peopletake advantage of the opportunities that are presented. Thank you for beingso available to people thanks for sharing all this with us, and if youwant to learn more about the book, it'll be up at bombo book dan tires init. We tell a little bit of the hub spot story, some of it you shared withus here today, thanks so much clear communication. Human connection, higherconversion- these are just some of the benefits of adding video to themessages you're sending every day. It's easy to do with just a little guidanceto pick up the official book. Rehumanize your business, how personalvideos, accelerate sales and improve customer experience learn more in ordertoday at bombon buck, that's b, o m b bomb com fuck thanks for listening tothe customer experience. Podcast remember the single most importantthing you can do today is to create and deliver a better experience for yourcustomers, continue learning the latest strategies and tactics by subscribingright now in your favorite podcast player, or visit bom bombo podcast.

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