The Customer Experience Podcast
The Customer Experience Podcast

Episode · 1 month ago

170. 3 Steps to Sales Success: Authority, Generosity, & Platform w/ Josh Elledge


He’s the Founder and Chief Executive Angel at and host of The Thoughtful Entrepreneur Podcast. His work is syndicated nationally in print, on radio, on television, and of course online. He’s a US Navy veteran. AND he’s also sent more than 4,200 video messages over the past few years! 

In this episode, I interview Josh Elledge, who is also the Founder/CEO of, about how to gross more than $50 million in revenue and build a 7-figure B2B sales system for consultants and agencies — with zero paid ads.

Join Josh and me as we discuss:

  • Why we should focus on value and impact instead of chasing revenue numbers
  • What the big problem is with paid ads
  • How to build authentic relationships with your dream customers
  • Why video is the best way to make people fall in love with you
  • When you should send video messages

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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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Time will expose or promote you.Video will expose or promote you. The single most important thing you can dotoday is to create and deliver a better experience for your customers. Learn howsales, marketing and customer success experts create internal alignment, achieved desired outcomes andexceed customer expectations in a personal and human way. This is the customer experiencepodcast. Here's your host, Ethan Butte. How to gross more than fifty millionin revenue with zero paid adds? How to build a seven figure betob sales system for consultants and agencies with zero paid adds? How when andwhy to send video messages for stronger human connection? These are all things today'sguest is figured out, and he'll share some of them with us here,including his three steps to massive sales success. He's the founder and CEO of upmy influencecom. He's the founder and Chief Executive Angel at savings angelcom.He's the host of the thoughtful entrepreneur podcast. His work is syndicated nationally inprint,on radio, on television and, of course, online. He's aUS Navy veteran and he's also sent more than for thousand two hundred video messagesover the past few years, a pace that far exceeds my own. JoshLedge, welcome to the customer experience podcast, Ethan, I am so excited tobe here. I have listened to at least fifty, sixty episodes I'vebeen I remember one road trip in particular where I just binge listened to atleast a dozen episodes of this podcast, because what I like about this showis you naturally attract that that guest that believes like I do, and thatis that that you know that we really truly need to. We have thewe have an honor to put the the needs of our customers first and totruly advocate for those we serve. Those the kind of marketers and folks andsales and and and business leaders that I want to be around. Man.Okay, so why? I was going to go straight to customer experience,but I'm going to I'm going to follow up on that. Thank you first, thank you. I really appreciate and I'm glad that you that we couldmake this time together. I'm excited to have you for a variety of reasons. But why does it seem like heresy in some conversations and some rooms andsome circles in some social media exchanges? Why does it seem like heresy tosay something like we should be focused all in on the value and impact thatwe're creating and delivering for customers and trust that the revenue will follow? Whydo we have to put the revenue number on the board and then just chasethe number exclusively, when the number at some level would take care of itselfif we chased value for our customers? Like why does that seem heredic,you like, like heretical? Yeah, well, it's the same reason thatwe don't sell the fact that you can lose weight by working really, reallyhard and being very diligent at it, even though that's actually what works.See what cells and what. Unfortunately, have a lot of marketing gurus outthere. They sell this panacea that's just oh, we're going to make that. All you have to do is just buy this system and it's you couldput your sales on autopilot and you could do you know, and you coulddo it quick and easy and you can make money while you sleep, passiveincome, just, you know, great automation Ai Blah, blah, blah, Blah Blah. That's sexy that sells for the googles. The greus makea ton of money doing that. But the fact is is, how doyou feel if you are on the opposite side of someone who's saying, I'mgoing to put you in my system so I can sell you while I sleep? Like I don't feel very special about that. So, as a result, I think that it's a little bit of fools gold. And certainly we'retalking about and all kind of stay in my zone of genius when it comesto big ticket sales. Automation just does not work very well. And somy background, Ethan comes from a journalism background. I went to journalism schoolin the US Navy and my mentor, my role model, was Adrian Crownour Adrian crown hours featured in the movie good morning Vietnam. So I sawduring crown no I inter kron or change my life because on till then Igot into journalism because I thought, Oh, I can do this and be fun. Certainly I'd love to play music on a radio stations of like that. That sounds like fun, but what Adrian Crona are inspired me to dowas to to take that platform as a sacred obligation and if familiar with theGood Morning Vietnam Story. Well, you know, Adrian was in a situationwhere he had to choose either his military chain of command or his conscious hisconscience, and ultimately, in his conscience aligned with his audience that he wasasked to serve, and instead of spouting... propaganda and lies, which hewas being asked to by his chain of command, he focused. He didthat, he went toward the truth and short term, you know, hegot in trouble. long term he was vindicated as a hero and so I'dsay, long term, in the eyes of our customers, of our audience, that's who we want to be. We we want to be long termheroes rather than short term. Haha, I got that money out of yourpocket, Dude. Okay, there's so many tea we could probably spend thirtyfive minutes just on the layers of lessons in that and just to sade likeI was immediately seeing it reminded me of a conversation we had on a recentepisode with Morgan J Ingram, where, you know, he's one of probablyseveral people, but he's the one that I know and expresses it really clearly, this idea of like yes, you're in this organization. Yes, youhave the sales manager. Yes, you have these things that you need toreport into, essentially a chain of command. At the same time, you knowwhat your customers need and want. You know what your personal brand andreputation and integrity mean to you. You know that your success is found inin a particular direction and you need to honor parts of yourself and you needto honor your customers. And so, anyway, you triggered a lot ofthings from here, but all for the spirit of the show, and youactually alluded to a little bit of it. Because you're talking about how we're makingcustomers feel. I would love for you, if you wanted, tooffer a definition or some characteristics of customer experience. When I say customer experience, Josh, what does that mean to you? Yeah, well, youknow, and it's the thing, is right, is it customers, andthis you have to understands. So my background, so I've got nearly fifteenyears and studying and leading on consumer behavior. I don't care who you sell to, I don't care if you sell. You know, be to C be, to be be Tog, be to whatever right. Everybody is aconsumer and today's consumer has never been more protective, they've never been more analytical, they've never been more skeptical of being sold to. And the why isit that consumers have been molded into this is because markender, marketers have overfishedthe waters. Mark. It's not your fault. Listen, if you're listeningto me right now, you're in sales, your marketing and you're like shoot,Josh, it's hard. Yeah, it is hard, and guess what? It's probably not your fault. It's the fault of, you know,living in this very social media society where we're being always hyper targeted. Werealways being blah blah, blah, you know, just marketed at. Soof course what's going to happen. It's going to be harder for you toget sales messages in because everyone's on guard. So how do you get it will? You have to focus on building authentic relationships. How To build authenticrelationships? Well, it comes down to how much proximity can you create withyour dream customers, your audience has. Proximity is time together. When Iwas in college, I did a research project around, you know, thiswhole debate of why I don't spend. I don't spend a lot of timewith my kids, but what I do it's quality time right. Well,I really what I found is that kids, yeah, quality time, school,you know, cras memories, but honestly, people just want to spendtime together. There's something about spending time in a room together that just transcendsit. It's it's we just start to like the people that were around most. So proximity leads to familiarity. Familiarity then leads to no like and trust. We do business with the people that we know, like can trust.So today's environment, you know, he talked about like forty, two hundredor so hundred bomb bombs that we've done. I am in insane advocate for small, short video. If you go to my website, you google meand start looking around. Who's this Josh Ledge Guy? You you'll see,okay, Yep, nope, this guy really likes short video, because Igot short videos everywhere. And so what am I doing? Why do Ido it that way? I could answer it with text, but instead I'drather them see my face, because what I know is that video is somuch higher touch because of how communication is handled. You know, I've donetwozero media appearances, and what I know is that when someone's watching is so, let's say I'm doing media training for somebody, and what I know isthat when people are watching them only, and even right now, I wouldsay maybe fifteen percent of what people's opinions or emotions about me right now arebased on the words that I'm choosing. The vast majority of your feelings aboutme right now have to do either with the energy in which they're being saidor maybe some nonverbal stuff. If you happen to see the video of whatI'm doing. I don't know if you... or not, or if yougo and look at it, you're going to look at what's in my background. You're going to look at my hair, you're gonna make judgments of my myhair line was like Jaysus it. Guy's got a high you know,he's got two volume news are why? I'm wearing a black wedding band.What does that mean? I'm wearing an eye watch. What does that mean? That's all part of this story that you're building about me, and partof that story is do I trust this guy or not? Do I likethis guy or not? And if, if, if you'd like, whenyou're watching reality TV shows, there's going to be characters that you like andtrust and then there's going to be there's something about that character. I don'tknow what it is, I can't put my finger on it, but Idon't trust him, I don't like them. All. Right, some of thatstuff is very intentional on the part of the producers. They want youto they want to design villains right, and so they're going to show cameraangles that are less than flattering, they're going to play that that scary soundeffect when they show that character. Right, that's all very intentional. So,so, yeah, so again, what we want to do is wewant to make it insanely easy for people to fall in love with you.Video is the best way to do that, in my opinion. In in anon personal like it, we're not in the same room together literally.Right, if we're going to be transmitting over pixels, do it via video, because I can gain so much more information about you and feed my assumptions, because everyone always wants to feel like they're right right when they say westart watching a video and ten seconds week we kind of start making judgments aboutthe person and then the rest of our inner dialog is about supporting. Ohyes, see, I was really smart. I do like this guy, andso we're looking for evidence to support our initial opinion of whatever it isthat we saw in that video. All right, a lot there too.I'm not really leaving an appeal that apart. I do want to get to authorityplatform in generosity, and we'll do that in a minute. But becausewe're right here, are on the doorstep and for folks who are listening,you can go to Bombmbcom podcast and see video highlights from all of these interviews. Actually meet the guests through video, for all the reasons Josh just beautifullyexplained, and so we always drop those in. And course, Josh it'sgoing to get this video to in. His team's going to do a lotof different things with it because he loves thirty second videos. But, Josh, you know, I think we all kind of understand video and social feeds. We understand when I google someone, video should come up, maybe becauseyoutube is owned by Google, and we want to have a good presence inyoutube so that when people search us or search our brand name or search theproblem or opportunity we solve, our videos are the ones that they see.But let's focus for a minute on this opportunity to send recorded video messages througha direct channel to a specific person or a specific group of people. Whendid you get turned on to the idea of video messages and video emails?What was it about that channel that you said this is unique and different fromwhat I'm already doing on Linkedin, facebook, instagram, etcetera. This is differentthan what I'm doing in Youtube. Break that apart for people, becausetypically when we talk about video in a business context, people immediately think marketing, team, lights, scripts, editing and production, and that all doesmatter, but but you identified years ago a specific opportunity and I would loveto get your respective on that. Yeah, so, Lou us, and youknow again, you know, on top of what I've already shared aboutwhy video right, it's the nonverbal it's the energy, it's the eye contact, it's like what's going on in his background. I want to overstep,not over Stimula, but I want to fully stimulate, you know, theemotion of the person that I'm communicating with. Text is had, an email isa very, very poor way of transmitting emotion and evoking emotion within people, and I don't want to say that that's not the case, like ifyou're reading a really great book. Of course it is. But let's behonest, like if I'm sending someone a marketing email. Yeah, there ain'tno way they're going to give it the kind of attention that you would,you know, reading, compared to reading Grapes of Wrath or something like that. They're what they're. But I said expect arience. What I am notgoing to understand it or experience nearly the same way either. No, now, so they're going to give an email. At Best I can hope for isa handful of seconds, right. And so what I like about Bombais that man that animated Jeff Right, and yes, I say Jeff.You know of me waving, I'm holding up a sign and I hand righteverything. I got their name right here. It's personalized to them and they seethat Jeff and they see me start talking in the animated Jeff. Sothen I evoke curiosity. What's He's saying to me? There's a big beautifulred play button that they can click there and then they can click and theycan see my message and I listen. The numbers are indisputable. Our engagementrate easily four to six times what it...

...was with email. And when Isay engagement rate, I'm talking about responses. Did they open it? That theyplay it? Did they read it? A video just works. It's youknow, today with someone who's listening this conversation and you already familiar withbombomb and you're not using the platform. You have left so much money onthe table because your people are just bored. When you email them, you don'tyou're not communicating with them, you're just sending them text that they mayor may not read. Certainly if it's any length, they're not going toread it. So I listen. I said, you know, when Isend group emails, I send bombombs. When I send one to one communication, one to one emails, I send bomb bombs. That's all I donow. Ethan, what I learned is that number. I went into itbecause I thought, well, I think this is going to be more impactful. Will try it as an experiment. Sure enough, it was. Andthat's my argument to anybody is like, dude, just try it for sixtydays and then look at the results and if the results are not what youhoped, then don't renew either. Don't don't keep using it, but ifthe results are good, then why would you not? Because if you makeone or two additional sales a month or every couple months or something like that, then obviously that's great, positive Roi. But more importantly is that you willbuild deeper relationships with your email list, with your audience, with your websiteviewers. Even, no joke, my open rate for some of ourlists is between fifty and seventy percent. I don't know the person's listeners rightnow, what your open rates are. Ours are pretty good because we wevalue that relationship with them and I always honor that religion. I don't sella whole lot when I'm sending communications. It's about what did this? Whatdoes this person want? Right in this cause go back to the age andcrown our thing. What does this person want? What do they need?How can I best serve them? First, because if I can serve them andtruly help them first, you know, and that's I forget the quote,right, help other people get what they want, you'll get what youwant right. But I'll just say those I just want to finish with thisthing. For my friends who are in sales, right, I know whatit's like to need to make the sale because you need to eat, youneed to pay your utility bill. been there, done that far too manytimes in my life. If I could convince you of one thing, iteven though you've got that, you know you have to make that money.Like you, you gotta. When you wake up in the morning and yourfirst thought is who am I going to sell to you today? It's justemotionally and spiritually taxing to do that day after day. It's tough, right, and so if you find yourself in the same hamster wheel, may Isuggest a different approach. The first thing you got to start practicing this andthen it will start to manifest, start to happen in your life, is, instead of who am I going to sell to, who can I servetoday, and just trust the process that, even though it will feel inefficient atfirst, well, I'm just going to show up and be everyone's friend. Yeah, you are, because a friendship, friends don't ghost friends,okay, and you know what I'm talking about. If you're in sales,if you're getting ghosted, it is because people feel that you're just in itfor you right. So if you show up in their life as a friend, right, they're not going to ghost use like this is Josh. Youknow I there's nothing for Josh and I to do businesswise right now, butdamn, I like that guy. And so that's who you want to bein their life. Yeah, I mean, and then they might introduce you tosomebody who does fit that needer that criteria. That the kind of thingthat friends do. Man, so good. Okay, so the most important thingthat you said they're that I want to reinforce to everyone is that videoemail and video messages are not about video email and video messaging. Josh,I can't tell you how frustrated I am, is someone who's been helping pioneer thisspace for a decade now, how frustrating it is to see people buyingand selling and talking about video in this really what I regard as a verymyopic way. It's all about at tension and it's all about cold prospecting.You can use video effectively for cold prospecting, but you can't use it for atension. You're going so much farther than the tension. You will getadditional attention when you do it, but if that's exclusively the game that you'replaying and you're not arting, and I'm speaking to the listener if you're notstarting any of your messages or digital experiences or anything else that you're presenting toother people without the other person in mind, as Josh is so clearly and explicitlysuggested, and I just wanted to double down on that, video isnot going to do wonders for you. If you try to take the samecrappy scripts and the same crappy messages with the same crappy pitches that you're copyingand pasting into linked connection, like it's just not going to. So videois not the magic you are combined with...

...your interest in serving the other person. I just wanted to plus that up. If you want to double down onthat, you can, or if you want to give a couple oftips before we move into your three steps to steal success, like if youwant to give a couple more tips besides, think about the other person or theother people first. What's in it for them, and make your videoabout that, make your email about that, make your subject line about that,make it about them. That's when video comes to life because you're sincereand you're putting putting forth your interest in serving the other person. Anything youwant to add to that in terms of tips, recommendations or anything else.I welcome. Oh Yeah, I'm in rolling up my sleeves right now.Let me out. So here's the thing, right is you can't fool anybody today. Maybe short, maybe, short term, you might be able toget away with this at might not in term. No Way. On video. We know exactly what you want. You here and so again, thisis my background of media, because I've done over seven under TV segments.Right, you cannot lie to the audience. The audience will smell it a mileaway. It's like if you've got sales commission breath right, we cansmell it a mile away. You know sounds. It smells like you've beenon a bad bender for you know, we can smell it a mile away. So don't, don't think that you can get on and talk about somethingthat is not in integrity with what it is that you really want. Soyou got to work on you. You have to decide who do you wantto be in the world and if it's just making more money and making thatcommissions for today, I'm telling you, there's a reason why it's tough foryou. It's because we all know what you're up to and we don't likeit. No one wants to be sold to or manipulated, but we dowant to build relationships with people that care about us. Be that person.Yeah, and I just want to add to then, for folks who arelistening, who are thinking about how they're trying to reach out and engage prospects, just to go to that kind of cold prospecting, or at least topof funnel type work, if you are not sincere, if you are exclusivelymotivated, pair on interest. Don't do video for all the reasons. JShe's okay, right, I promised me open and I'm and what's it is? Feel for to add a listen? Time will expose or promote you.Video will expose or promote you. There's your tweet. There you go.Treat that up. Okay, so I teased it in the introduction. Ireally want to hear your take on it. Three and so I'll just kind ofread a couple things and then you can break it down and react howeveryou like. So the three steps to sale success. You need authority.Customers are judging you harshly. Number two, you need platform. Stop inviting peopleto sales calls. It just doesn't work. Anymore. Number three,give first. Generosity is the key to authentic relationships. Now, for folkswho are in here, I think we're maybe twenty minutes in now. Idon't think any of the three of these things, in the kind of theshort descriptions that I that I copied and pasted somewhere from something you published.I don't think any of them will strike people as surprising. But I'd lovefor you to Break Down Authority, platform and generosity and kind of why thosethree? How do they work together? How could people manifest it? Likewhen you maybe engage a engage or coach or help people around these things?What a people struggling with like? Take that anywhere you want. And whyare these three that the three steps? Well, so I think of thethree, platform is probably going to be the most surprising because I don't seemany people in Legend doing this. I don't verifact as he almost nobody doingthis. What's what are people doing in legend today? Well, they're honestly, it's just a lot of very it's very transactional and that's unfortunate because againit's very shortsighted. If someone sliding in my DM's, if some of someonesending me cold emails and I can tell immediately. Here's what happens. See, when you reach out, this is what everybody does. We get thecommunication, we give you like three seconds and then we're going to say,what does this person want, and if the answer to that is something likethey want a sale, it's I'm sorry, where I'm not moving forward, likeI have gotten. I've gotten emails that probably have a really, reallygreat offer, but I'm not going to reward them because I don't want toreward spammers. It's I'm sorry. It sounds very cold and very harsh andthere are very few exceptions to that when it comes to cold email communication.So who do I do business with? I do business with people that Ialready have a relationship with. So how do we build a relationship together?So you know, couple ways. You got to do that, and thatkind of gets into these thinking of these three legs of the stool here isnumber one is authority right, and so I want to kind of start withlet's start with authority right. So Authority is people are going to make asnap decision about you and then they're going to look to reinforce that decision thatthey initially made about you and they're going to look for evidence. Now youcould surprise and delight them. So,...

...for example, why do people putmedia logos on their website of places that they've been seen and heard? Wedo it because we are trying to instill authority. So That's authority through association. Okay, whether you agree or disagree with CNN, msmec of Fox Newsor Wall Street Journal or whatever it is, you still respect that. That isa large platform. And so so you're going to say, Oh,okay, well, Josh is spoken for the Tony Robbins Organization, which Ihave Right. So, whether or not you like or don't like Tony Robbins, you're going to recognize well, Gad, the guy's got some much decent authority. So I have just gained a little bit of authority through association.Okay, if I tell you that I got a degree from Harvard, Idid not, but if I read him, what's that, that would be revealedin time. Yeah. So, yeah, so that you would say. Okay, we look at the at Harvard as being the they if theygive degrees, there's some association with authority there. So therefore Josh gets anauthority bump. Okay, I did speak for Tony Root, for the TonyRobins Organization, but I did not attend Harvard. Okay, so this islike I feel like this is like, you know, two truths in alie. Okay, so I need to give another truth here, but that'sthey don't two thousand media appearances. Okay, when you find out that I've beenon TV two thousand or their seven hundred times, two thom media appearancestotal, you're like, okay, won't for someone to do that. Theyprobably have to be have, garnished some sort of trust in the market place. So, therefore, I'm going to give Josh five to ten seconds moretime of my attention. And that's all we're doing with authority, is we'reearning attention five to ten seconds at a time. What you say is eithergoing to earn more attention or it's going to be okay, I think we'redone here, and that's just the reality of our attention starved audience today.Okay, so authority or all of those indicators. And so when some let'ssay somebody's listening to our conversation and I peak their curiosity enough for them todo a Google search on me. So they just type in Josh Elledge.There's only one. Well, there's a couple. I'm sure there are afew others, but the only other, Josh Ledge, is contestant on theBachelor Atte. That is not me. I've been married for twenty six years. But you'll find if you're looking at my Josh elledge stuff on Google,that's what people do today. So you may have googled Ethan Right, Ethanbeauty right, and so then you look and see, oh well, whatis Google have to say? That's, you know, kind of those vanitysearch results. Really matter. One of the things. Would you google me? The first thing that's going to come up is my linkedin profile. Oneof the first things is going to come up. So I know that that'sgoing to be one of the first few things you see in Google. Ifyou're trying to get a for one one on me, that would be agreat place to look. And so what I know is that a lot ofpeople click on that end. They look at my linked in profile. Okay, Linkedin is good for some things. It's not real great for a lotof other things, but one thing it's great for is a quick executive overviewof someone's professional experience. So if that's what you want and you have,how much control do you have over that profile platform? You have almost infinitecontrol. You can type any thing you want in there and and Linkedin's notgoing to say boo about it. So my suggestion is, if that's goingto be number one or two on your linkedin search results and people are goingto look you up on Linkedin to see what you're all about, my suggestionis Max out that platform. And so this is all authority. This ispeople are going to when they hear about you. One of the first thingsyou're going to do is are going to check you out and they're either goingto like what they see or they're not going to like what they see.If they like what they're see, they're going to give you more attention.If they don't like, they're done. Game over, right. So that'sauthority. Number two, generosity. We've really kind of beat on this todeath already. You know, I can't emphasize that enough. People know what'sin your heart. You can't fool them. So you have to lead with generosity. Then is what can I give? What can I do in the livesof other people? And I think Ethan, you're going to ask mefor a recommendation later. Like you know, who would I give a shout outto for someone that's really made a big impact in my life? AndI'm just going to speech you to the punch here. Bob Berg A,you Toman his book. GO GIVER A go giver. Sell more for myfriends who are in sales. If you're not following that book and you're frustratedwith your sales numbers, go read that book and you'll figure out what whatpeople are after. People want to know that you care about them. Sogenerosity. That's number two. Finally, number three, platform. Platform isthe gift that we all have access to and not enough of us are reallyusing it. What is platform? Okay, platform is I've got a stage.I want to put the spotlight on you. I want to put thespotlight on you. I want to put the spotlight on other people. Well, who do you want to put the...

...spotlight on? Well, you couldput the spotlight on any old Joe Schmo or. You could put the spotlighton your dream customers, your dream partners, like the people that you want tobuild relationships with, right and so you want to make them feel special, and don't do so in a manipulative way, but do so in avery authentic way because you truly love the gift that you can give. Thisgoes this is old school deal. Carnegie out to win friends, influence people, right is make other people feel special. So if you have a podcast,Bingo, you have a platform. If you have any any following onsocial media, Bingo, you have platform. If you don't have any followers onsocial media but you're part of a group, let's say a facebook groupor something like that, that allows you to produce content and share it ina way that would be helpful for that audience and totally within the community guidelinesor whatever, you know, you've got a platform. I did this Ethan. I went to an event recently. Is My wife's event. Nobody thereknows me like I was. I'm a nobody in that room, but Iwas a member of a group that had interest in that particular event. Itright, and so I found the founder and I wanted to I wanted tojust to, you know, get to know the founder. I want thefounder to get to know me, you know, if nothing else, justhey, thanks for putting on this event. That's really cool. Of You right, even with no expectation of return. I went up to her I said, listen, I know we're both in this facebook group. Would youmind if I just did a quick facebook live, really quick, and I'dlove to give people a tour of, like what you're doing here, whyyou put on this event or whatever? And I was like, I'm justsitting around doing nothing anyway, so I might as well do something nice forsomebody, and so I did that. We went live. I interviewed her. I said, tell me, you know, why should people come tothis event? What's going on here? List take a tour around. Let'sshow some of the vendors here. They loved it. She loved it.And so what am I creating here? Like this isn't even my audience,this facebook group. I just happen to be a member and the permissions wereset this such that I could go live here. I created good. Thosevendors appreciated me, the the the the Gal running the event, which likeman, thank you so much for doing that. And you know. Andshe's like, you know, what do you do? Like good, youand know. So then she's turned. That's the inevitable thing too. Weall know the law of reciprocity, right, and so just give, give,give, give, give, and what's going to happen then? NaturalHuman tendency is for people to reciprocate, and sure enough she did. Andas like well, you know, I'm my wife is Jenny, and youknow, and then I you know, really what I wanted to do,I'd say if I had any kind of like well, you know what,what's something good that could come out of it for for Josh and you knowI, you know, it's just maybe introduce her to my wife. Mywife was a therapist and you know, at this event for therapist, I'mnot a therapist. So, as you can see, there's nothing personally Ihad to gain there. But you know, hey, then I was able toconnect the they had a nice conversation. Cool, awesome, but that's thekind of thing. Leverage Platform. Who can you serve with your platform? It's a it's a free gift. It costs you next to nothing toshine, to spotlight on other people. That the you know, it's amazing, Ethan, what we will do for the emotion of significance, to feellike what we do matters in this world, to get recognition. You know,when we look at the great resignation and a lot of the reasons thatyou people are like, I don't feel like what we're doing at this companyreally matters. I don't feel like what I'm doing within the company really matters. That's why people are leaving. People want to know that what they domatters in the world. Use Platform and give that gift. Man, thatwas so good for folks listening. That's authority, generosity and platform. Thatlast add on platform was just fantastic and it's and again, as takes meback to the beginning, like anyone listening is going to be head nodding andgoing, Oh, yeah, totally, that is how that works. Ohyeah, that is Dale Carnegie. Oh Yeah, Bob Bird, by theway, shout out to Bob Bird to he's mentioned in both of the booksthat I've coauthored here. Yeah, for all the reasons you mentioned, whichis just like, think about that legacy, the idea that you and I bothknow exactly who he is, that we would both, unprovoked, saysomething kind about him. Like is the work that we're doing every single dayleading to something like that? You know, in asking this question that you alreadyanswered at the end of these you know, relationships are number one corevalue of bombomb so I thought right off the top when I created the podcastslike Hey, I'm going to give everyone the chance to think or mention someone'shad a positive impact on their life for their career. I've heard so manygreat response as I've heard a couple of I've only heard one name three timesand I just think every time I hear that I'm like, man, wouldsomeone like it? Has Anyone who I've met or served or connected with whatthey mentioned me right and like and it's not about me, but it's like, have I left that kind of impact with other people? And I thinkwhen we get honest with ourselves about does the work that we do matter,there's some in that. But then on...

...the other side of it to goingback to the generosity piece. That's all any of us wants as a humanbeing. We want to be seen, heard, understood and appreciate it forthe unique individual human being that we are and the more that we can begenerous with helping other people be seen and shining the spotlight and sharing our platformand making it available to them is just such a winning play. But ittakes them back to the beginning of like why does it seem like an actof faith or a leap of faith to know that if we do these thingswithout a clear, measured, definite, specific outcome in a systematic way,I can't undertake that activity? Like some people just can't make that leap offaith. Any thoughts on that? Why is that so hard for people tobridge? Like it makes sense when you're listening to this podcast, but thenyou get back to the job and let's just even say the person I'm thinkingof right now is a sales manager who leads a sales development or a businessdevelopment team. They still in the confines of this machine, this system,this process, this business. Somehow don't maybe give themselves or their team memberspermission to do things where the outcome doesn't have a specific and measurable benefit.Like how do we get caught in that trap when we all know intuitively thateverything you said is true? Yeah, well, it's because the twinkie tastegood, right the the beer taste good. It's immediate gratification. It's immediate.We have a sales quoted to meet, we are numbers to meet. Allwe care about is right now. So think about this. Have usedthis example before, imagine that you're a real estate professional in your local communityand you know that you took like, listen, make your immediate sales.But you have to say, you know what, as an organization, whatwe are going to do is we're going to take twenty percent of our activityand it's going to be all about long term, long term stuff. Right. It's like, you know, you read atomic automic habits poison another bookI just was you know, it was just so perfect. Right, islike, you know, frontload the stuff that you want to get done.So if you want to learn Spanish or Chinese or whatever it is, right, you that you know find a way that you will consistently do that atthe beginning of the day, you know, when you don't have the pressures ofthe rest of the day to pile on top of it, right.And so you know. So if you say will look, you know,Friday afternoon or Friday morning, we're do whatever it like, this is goingto be time. That all is it's going to be about planting seeds forthe future. So if you do that now, it's like the Chinese proverbthe best time to plant a tree. I'm screwing up there. Aside.I was a hundred or twenty years ago to the best time to plant atree was twenty years ago. The second best time is now, right.So we have to plant those trees today, because where you plant your seeds arenot necessarily where you will reap your harvest. Okay, but you haveto start planting those seeds today, or guess what, you're going to constantlybe in that gerbil wheel, that hamster Wi all over it and you'll neverget out and you'll always be just eating a hunting and gathering for today,when, in fact, you know, if we play civilization or any ofthose kind of games, city build our games right. You know that thecivilization really made rapid leaps forward when we started cultivating the land and we startedfarming and that sort of thing. And so that's what we have to do. So think about it from the perspective of let's say you're a real estateprofessional and you say, you know what, I'm going to take twenty five percentof my time and it's going to be all about just deepening relationships withcenters of influence and it's going to be all of no immediate sales from thatthere I'm not I'm gonna I'm gonna go and I'm going to spend this timedoing this thing with these people and I'm going to get Jack from that today. Would you be willing to do that? Because if you can do that consistently, what will happen, let's say over a few years time? Why, I can tell you what's going to happen. You'll never have to workthat hard again because all of your business is going to be it's going towell, I've all of it, but you know you're going to a mostof your business, I would argue, is going to start to become inbound. You're not going to have to work real hard for it because if youcan get yourself a new position where in your local community, let's say,you two three hundred people, when someone asks the question who's a great realestate professional in our area and your name, all of a sudden you just startgetting tagged everywhere on facebook every time that question comes up. Okay,it's games at match. You are set for life because of all of theseeds you have sown, you have invested in those relationships and you've shown upin an authentic, generous way. You no longer have to work Ethan rightnow. I'll just give you you know from we run a consultancy. Ihelp build sales systems that that extol a lot of these virtues that I'm talkingabout right now. This is great. It's going to blow people's mind.I am booked right now. Okay, through our systems. How we doit right? I have fifteen appointments set every single week as when we're recordingthis October. I've started. Yeah, I don't know if I'm aspressed towell, the holiday Holly Hollywood magic. Here we're recording on October seven andright now people just to get on my...

...calendar to talk with me. It'sthe end of December. It's Le It's December twenty two is my first availability. If you want to go through our kind of our traditional, you know, kind of road in, and I've done that because I've exercised this principle. Now it's been a couple of years of bust in my tail. I'mnot going to kid you. I've really invested in relationships and systems and platformsand networking and just investing, and it's emotional what I tell you this becausethere have been times when I've sacrificed the short term money because I knew itwas the right thing to do. And today I have that gift that Idon't have to work as hard just to run around and do that CEO Hustlestuff every day. You know, where I'm running around trying to like,you know, do this fake marketing on facebook in front of my facebook friends, but just because I want to create enough curiosity so I can sell peopleinto my sales funnel. I don't have to do that anymore because I paidthe price early on. So if I can convince you, I you know, that's kind of is. You're my eyes watering up here. Is Howbash it and I am about that. I want that for you so youdon't have to feel that pressure anymore. Do the thing have the power?That's art of Schopenhauer said that. Man. So good Gosh, I think.I think will transition from they're really, really powerful. I it just itrequires. For some of you listening, it's going to require either going againstthe chain of command or participating in the great resignation and finding a culturethat honors this perspective. Or if you're doing your own thing, you youknow what Josh just shared. Their about the the hard work, the hardtimes, investing in places that are that can't be harvested tomorrow and might noteven be harvested by you, but knowing that it's still the right thing todo. In preceding I actually jotted down another episode that came to mind aswe were talking, Josh. So one of them was episode forty four ofthis podcast. So I'm going back now. I think this is going to beone hundred and seventy or something like that, but episode forty four iswith an awesome guy named Corey sheer. He did his dissertas doctoral work onthe relationship between trust, value and loyalty, and we called that episode the threecomponents of trust for stronger customer relationships. He breaks down trust in particular andtalks about the relationships between trust, value and loyalty. Sets episode fortyfour with Corey Sheer one hundred and fifteen with Bou brust Kurrn. These areall guys I feel like you get along with really well, Josh. Wecalled that one rehumanizing your events, content and community, and he really tookto video for all the reasons you described, to build a platform and to shinea light on all the people in the fintech industry that are doing greatwork and build a community around that. Se's one hundred and fifteen with Boubrust current. And then the one that came to mine as we were talkingwas episode one hundred and fifty with Dr Nick Morgan, who wrote an amazingbook called, can you hear me, how to connect with people in avirtual world, and we called that why your virtual relationships degrade over time,and it really is about a lot of the psychology that we kind of ranthrough throughout this conversation in about the the strengths and weaknesses of these digital channelsand how so much of our communication is both emotionally and visually impoverished. Injust this act of using video, whether in social feeds, are on yourwebsite or and emails or other messaging, can really restore a lot of thosemissing components. So that's one hundred and fifty with Nick Morgan. You knowthe questions, Josh. You already hanswered one of them, wants, butfeel free to add again. Give me a person who's had a positive impacton your life, your career, and give me a company or a brandthat you really appreciate for the experience they deliver for you as a customer.Yeah, again, I'd say personally, you know, Adrian Crown our,of course. You know. I mentioned in Bob Berg. Listen, youknow, for me, those are the two people that showed up in mylife at the right time that you know as I guess. Yes, thisis what I need, this is who I want to be. I wantto be generous, I want to take my position because again, you know, as you build your authorities, you build your influence, what do youwant to do with it? What do you want? Because listen to themoney. It's not hard this. I know I'm coming from a place ofprivilege when I say this, but money is you know, you can makemoney and you can get to a point after you make money where you're like, okay, well, I don't need to make money, you know,like I'll keep making money, but like I'm good, you know, andthen it's like if you didn't, you know, find value or your yoursense of purpose outside of that money, it's kind of an empty place toget to. It really is. I you know, this my second sevenfigure company. I look, you know, I've made the money and but purposealways trumps the money. When you get their money's cool, but,you know, because what you can do with it's kind of been energy ethan. This second question you ask, I just can you reask that please?Yeah, platforward tool. A company or...

...a brand? Any company, anybrand, that you appreciate for the customer experience that they provide you? Well, Geez, I don't want to be too safe. I don't want tobe like, okay, listen, Bombam does a damn good job. Igot to tell you, you know, I really really appreciate that and Ithink that there are a lot of companies that they could take a page just, if nothing else, go through the onboarding experience, go through the customerbrought, you know, the customer sign up press and there's a there's alot to learn. I love signing up for products just so I can observe. Okay, what is it like, you know, to experience this forthe first time? And I really do that, you know, from youknow, almost like a student science, scientist perspective to see that. SoI'm sorry if I'm that's kind of not a really original answer. I'm sureyou've heard it before, but let's not I'm I'm an advocate. There isn'ta I don't think there's at least weekly, if not multiple times a week,that I'm not promoting or Bombam a very organic I know I never givemy my affiliate link out, which I thought will probably should be doing,but I just organically. I just constantly talk about it. So, yeah, I listen. I'm really happy with that. I think listen to Ithink in the marketing world, I we were really love go high levels beena really good solution that. I love their model where it's kind of ajust a one fits all price as an agency and that you can resell thatover and over again. We use that for a lot of systems and toolsthat we use. Listen if you use zoom, I don't. I knowanything you wanted me to, and I think that. I think some oftheir customer experiences. It's newer, they're developing it, but boy, theplatforms really terrific. Man. Those are those are just some of them.II You know a couple of them that I'm immediately thinking of? Awesome.I am Ethan, but I'm your host on the podcast. I appreciate youlistening. He is Josh Elledge Josh. Where can people follow up on thisconversation? If they found it energizing, intriguing, provocative, fun awesome andthey want to follow up. Where would you send them? Yeah, listen, if you're doing under let's say two hundred, if you're doing under twohundred fifty thou dollars a year in your business, you kind of you know, earlier stage or whatever. I will teach you for free. I doa free intro course. I you just scroll down to where it's his scholarshipand and I'll give you this three hundred course absolutely free. There's nothing,you don't have to buy anything. I'm totally cool with giving it away,but you can get that. It's an intro to high ticket sales and it'simplementing a lot of this philosophy that I talked about. It's eleven videos.I mean it's a lot of Catt is stuff that other people sell for.I just feel like I have one of our core values is democratization and that'sone of the main ways that we do that. So yeah, you justgo to www dot up my influencecom free. So if you go to that URL, just make sure you scrolled fine word the scholarship block is and they'llgive you always veteran own women, own, minority, own, etceter like.You get a free pass. We give it to we for free.Of your making under quarter million dollars a year, you get it for free. Happy to do that if you are a rock star in business, likeyou're killing it like in especially you're in the BB world. I'm a podcasteras well. The thoughtful entrepreneur. We have over a thousand episodes, well, I think about a hundred recorded. I am always looking for great stories. We have over a hundred, twenty thousand folks in our social media audiencethat we'd love to promote you too, but that's just it. Up Myinfluencecom podcast and then you'll see the guest link right there and I would loveto featuring, tell your story and promote you to all my audiences. Awesome. I can't wait for my episode on the thoughtful entrepreneur to come out.I'm looking forward to that. Goose. I appreciate you so much spending allthis time with me. I Love Your Energy, I love your focus,I love the focus on generosity in particular, as well as the tips on leveragingthe platform, as well as all the insights on using video messages.Thank you so much for your time, Josh. Thank you, Ethan,and you even got me to cry a little bit. So let never knewthe inner are you. You evoked the inner Barbara Walters in you. Excellent, and we didn't even get to the fact that we're both midwestern boys fromMichigan. To take a line off one of your BIOS or something. That'syou. The next conversation maybe one that we don't even record. Have agreat afternoon, have a great weekend coming up, and thank you all forlistening to this episode of the customer experience podcast. The digital, virtual andonline spaces where we work every day are noisier and more polluted than ever,and the problem is only getting worse. At risk or relationships and revenue,joint bombombs Steve Passanelli and Ethan Bud along with eleven other experts in sales,marketing, customer experience, emotional intelligence, leadership and other disciplines, to learna new way to break through the noise and pollution. Human Centered Communication,a new book out now on Fast Company... Learn more by visiting Bombombcombook or search human centered communication wherever you buy books. Thanks for listening tothe customer experience podcast. Remember the single most important thing you can do todayis to create and deliver a better experience for your customers. Continue Learning thelatest strategies and tactics by subscribing right now in your favorite podcast player, orvisit Bombombcom podcasts.

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