1177: How to Increase Sales Velocity With Better Contract Design w/ Jason Kren

WEBVTT 1 00:00:00.000 --> 00:00:04.200 Are you trying to establish your brand as a thought leader? Start a PODCAST, 2 00:00:04.679 --> 00:00:09.750 invite industry experts to be guests on your show and watch your brand become 3 00:00:09.830 --> 00:00:15.750 the prime resource for decision makers in your industry. Learn more at sweetphish MEDIACOM. 4 00:00:20.629 --> 00:00:24.780 You're listening to be tob growth, a daily podcast for B TOB leaders. 5 00:00:25.379 --> 00:00:28.859 We've interviewed names you've probably heard before, like Gary Vander truck and Simon 6 00:00:28.940 --> 00:00:33.219 Senek, but you've probably never heard from the majority of our guests. That's 7 00:00:33.299 --> 00:00:37.850 because the bulk of our interviews aren't with professional speakers and authors. Most of 8 00:00:37.929 --> 00:00:42.490 our guests are in the trenches leading sales and marketing teams. They're implementing strategy, 9 00:00:42.530 --> 00:00:47.049 they're experimenting with tactics, they're building the fastest growing BTB companies in the 10 00:00:47.130 --> 00:00:50.600 world. My name is James Carberry. I'm the founder of sweet fish media, 11 00:00:50.600 --> 00:00:54.479 a podcast agency for BB brands, and I'm also one of the cohosts 12 00:00:54.520 --> 00:00:58.320 of this show. When we're not interviewing sales and marketing leaders, you'll hear 13 00:00:58.439 --> 00:01:00.960 stories from behind the scenes of our own business. Will share the ups and 14 00:01:02.119 --> 00:01:06.030 downs of our journey as we attempt to take over the world. Just getting 15 00:01:06.629 --> 00:01:15.310 well, maybe let's get into the show. Welcome back to be tob growth. 16 00:01:15.349 --> 00:01:19.219 I'm Logan lyles with sweet fish media. I'm joined today by Jason Krenn. 17 00:01:19.299 --> 00:01:23.420 He's the VP of sales over at pack safe. Jason, how's it 18 00:01:23.459 --> 00:01:25.620 going today, sir? Oh, it's great. Thanks for having me on. 19 00:01:26.180 --> 00:01:30.019 Absolutely man. We're going to be talking about looking at contract design through 20 00:01:30.140 --> 00:01:37.609 the Lens of sales for a better customer experience, higher sales velocity and efficiency. 21 00:01:37.969 --> 00:01:40.609 Before we jump into today's topic, though, I would love for you 22 00:01:40.689 --> 00:01:44.530 to give listeners a little bit of context on your background. It's pretty interesting, 23 00:01:44.569 --> 00:01:47.319 as you and I were chatting a little bit offline, and what you 24 00:01:47.439 --> 00:01:49.480 in the team at packs safer up to, because that's really going to inform 25 00:01:49.719 --> 00:01:53.680 why you're the guy talking about this today and shedding some light for sales teams 26 00:01:53.719 --> 00:01:57.799 on this topic. Yeah, I appreciate that. So you know, I've 27 00:01:57.840 --> 00:02:01.629 spent my entire career in technology. However, it's kind of almost split evenly 28 00:02:01.670 --> 00:02:06.469 right down the Midd all. About half of it was in the consumer electronics 29 00:02:06.549 --> 00:02:08.949 and sort of, you know, CPG world, where I thought about technology 30 00:02:08.990 --> 00:02:13.710 and how people use it in their everyday lives through gadgets and gismos and TV's 31 00:02:14.150 --> 00:02:16.219 and I love that space. But there is this sort of point in two 32 00:02:16.259 --> 00:02:22.139 thousand and nine where, you know, apple, it emerged in the convergence 33 00:02:22.180 --> 00:02:24.740 space. That happened. We are in this post ipod, post iphone, 34 00:02:24.819 --> 00:02:30.729 sort of digital, you know revolution. And the CE space that I was 35 00:02:30.849 --> 00:02:34.210 in, you know, a lot of the dominant brands that I that I 36 00:02:34.370 --> 00:02:38.449 worked with, like I was with Panasonic and particular with Ourca, we weren't 37 00:02:38.490 --> 00:02:40.090 having the same impact and I realized, you know, I think I want 38 00:02:40.090 --> 00:02:43.930 to I want to try something new, something different, and I got into 39 00:02:44.009 --> 00:02:49.360 software. I joined a company called exact target marketing software and, you know, 40 00:02:49.479 --> 00:02:52.879 we were a quote unquote, tiny, in my view, little company 41 00:02:52.919 --> 00:02:55.199 at about five hundred employees. We were at about it just eclipse about a 42 00:02:55.199 --> 00:02:59.310 hundred million and revenue, and then, you know, it took off like 43 00:02:59.389 --> 00:03:01.870 a rocket ship and sales force purchased US just a couple of years later for 44 00:03:01.949 --> 00:03:06.509 two and a half billion dollars. And then I spent a long time at 45 00:03:06.629 --> 00:03:09.110 sales force in that world and then, you know, like a lot of 46 00:03:09.229 --> 00:03:13.860 guys my age, hit that mid s and realize I want to try something 47 00:03:13.939 --> 00:03:19.419 new with everything I've learned and and Indianapolis has a vibrant startup culture. There's 48 00:03:19.419 --> 00:03:23.620 a ton of investment great companies here and I decided to join a company called 49 00:03:23.659 --> 00:03:28.330 pack safe. Where we're in this you know, we're on a true bleeding 50 00:03:28.370 --> 00:03:31.289 edge of category creation. We're trying to create something that's really new in the 51 00:03:31.330 --> 00:03:36.250 legal text space. I mean it's a brand new category where, you know, 52 00:03:36.330 --> 00:03:39.050 animlystic will trying to figure out what we even call it, and to 53 00:03:39.210 --> 00:03:43.560 be a part of that is just incredibly exciting. And so I've been here 54 00:03:43.719 --> 00:03:46.159 for just wrapping up eight months in the role. I love it. Man, 55 00:03:46.400 --> 00:03:52.560 thanks for that background. Definitely I can see how that transition happened for 56 00:03:52.680 --> 00:03:53.800 you and kind of the the imput is for it. You know, I 57 00:03:53.879 --> 00:03:59.310 spent ten years in the office equipment technology space, and I putting air quotes 58 00:03:59.349 --> 00:04:02.430 around that for folks who can't see my video. That's the euphemism for I 59 00:04:02.550 --> 00:04:08.389 sell copiers regionally right and moving from that space to now, where we work 60 00:04:08.430 --> 00:04:12.860 with a lot of SASS companies, working with folks who are very innovative from 61 00:04:12.860 --> 00:04:15.300 their marketing approach, and so it's some similarities there. I can I can 62 00:04:15.339 --> 00:04:19.980 appreciate at my stage in my career as well. So you talked a little 63 00:04:19.980 --> 00:04:25.689 bit about category creation and category design that you guys are working on there at 64 00:04:25.769 --> 00:04:29.970 pack safe, and we've got an entire series dedicated to category creation here on 65 00:04:30.050 --> 00:04:32.050 this show. I think it's a fascinating topic. I think it's timely for 66 00:04:32.250 --> 00:04:35.649 a lot of marketing teams. As it relates to that, you guys have 67 00:04:35.730 --> 00:04:40.879 been talking about this idea of clickwrap agreements and I think that's going to be, 68 00:04:41.279 --> 00:04:45.920 you know, a central theme of this conversation around contract design. So 69 00:04:46.000 --> 00:04:48.439 let's stop and talk about that for just a second, for a little bit 70 00:04:48.480 --> 00:04:53.230 more context on this conversation. Man. All right, so I think it's 71 00:04:53.230 --> 00:04:56.350 most important. Let me start with what is pack safe new? We are 72 00:04:56.589 --> 00:05:01.269 the only comprehensive click wrap platform that's been built from the ground up to give 73 00:05:01.310 --> 00:05:08.180 companies the ability to manage click click wrap contract acceptance at scale. Okay, 74 00:05:08.220 --> 00:05:10.819 so that's a real simple five second on the latter pitch. What does it 75 00:05:10.939 --> 00:05:13.699 mean? So I think what I have to do is start with the most 76 00:05:13.860 --> 00:05:16.939 basic element, which is answering a question I'm sure some listeners have had already. 77 00:05:17.339 --> 00:05:21.649 What is a click crap contract. Okay, I'll tell you what. 78 00:05:21.649 --> 00:05:26.209 It's very easy to understand what a click crap is, because about ten million 79 00:05:26.329 --> 00:05:30.370 people accepted a click wrap yesterday when they download at Disney plus. They launched 80 00:05:30.410 --> 00:05:34.759 their new APP and after you install it, you accept their terms of service. 81 00:05:34.920 --> 00:05:39.199 That is a contract, that is an agreement. You probably clicked a 82 00:05:39.240 --> 00:05:42.560 buy, you agree to it, you accepted that. That is a click 83 00:05:42.600 --> 00:05:46.480 wrap contract. For a lot of businesses, terms of service or terms and 84 00:05:46.600 --> 00:05:54.389 conditions acceptance is the highest volume contract they will ever execute. And so when 85 00:05:54.550 --> 00:05:57.350 that has so, now that we've got that and that's just sort of how 86 00:05:57.550 --> 00:06:01.029 companies do business these days, what are founder found, is realized, is 87 00:06:01.110 --> 00:06:05.939 there is a need to have a platform that manages that for businesses. And 88 00:06:06.220 --> 00:06:10.740 so if you understand what a click wrap is and click rap acceptance is now 89 00:06:10.779 --> 00:06:15.339 the highest volume contract in your companies business, you have to think, okay, 90 00:06:15.379 --> 00:06:19.129 are we managing in appropriately and are we protected for legal risk? And 91 00:06:19.209 --> 00:06:23.889 that's what pack safe comes in to do, because what's happened is now that 92 00:06:24.050 --> 00:06:29.490 companies have terms of service, terms and conditions embedded is click wraps, there's 93 00:06:29.529 --> 00:06:33.680 been a six hundred twenty six percent increase and Click wrap litigation since two thousand 94 00:06:33.680 --> 00:06:39.240 and two. So the reality is most companies don't even know they've got a 95 00:06:39.360 --> 00:06:44.120 problem trying to enforce a clip wrap contract agreement until they have to go to 96 00:06:44.199 --> 00:06:46.870 court and do it. And what happens? Yeah, it's a big challenge, 97 00:06:46.949 --> 00:06:50.430 and so what they realize is, all right, they don't have the 98 00:06:50.550 --> 00:06:56.910 answers they need necessarily to prove acceptance in courtly, there can't prove a version 99 00:06:57.470 --> 00:07:00.389 a type of contract that's been accepted, what the contract looked like when it 100 00:07:00.459 --> 00:07:05.579 was accepted. They probably can't produce records at a volume that a court needs. 101 00:07:05.860 --> 00:07:10.060 And that's where packs it comes in. We can manage and help companies 102 00:07:10.060 --> 00:07:14.459 execute click rap, a grip click wrap contracts at scale. Hopefully that's a 103 00:07:14.939 --> 00:07:17.490 more clear explanation once we talk about what a click wrap is. Yeah, 104 00:07:17.529 --> 00:07:21.209 absolutely. I think the Disney plus example is a great one. Right, 105 00:07:21.329 --> 00:07:26.129 we think of accept terms and conditions. Just you know that phrase. How 106 00:07:26.170 --> 00:07:29.370 many times have we seen that when we've installed an APP, when we've signed 107 00:07:29.370 --> 00:07:32.120 up for something, those sorts of things? I think that is the perfect 108 00:07:32.160 --> 00:07:38.079 example to paint the picture in folks minds. So in a Bob Environment you 109 00:07:38.160 --> 00:07:42.279 give a BTC example, I think of, you know, companies with it 110 00:07:42.480 --> 00:07:47.110 not necessarily a low but a lower ACVA, higher volume sale. In BETB. 111 00:07:47.230 --> 00:07:49.949 I think of a lot of SASS companies, especially if they have, 112 00:07:50.470 --> 00:07:55.670 you know, maybe a fremium or a trial to purchase model or a self 113 00:07:55.829 --> 00:08:01.980 serve to to a model that's hired tiered with account executives. Hey, everybody, 114 00:08:03.220 --> 00:08:07.379 Logan here. Quick shout out to today's gross sponsor. talkable helps ECOMMERCE 115 00:08:07.459 --> 00:08:15.089 companies grow through targeted referral programs that leverage insights from door customers behavior. Join 116 00:08:15.209 --> 00:08:18.730 others who've hit their sales goals and seen a n x Roy on their referral 117 00:08:18.810 --> 00:08:24.889 programs. Talk about lets you segment your offers and personalize your messaging two different 118 00:08:24.889 --> 00:08:30.399 audiences, like new versus repeat customers, or by Geolo pation. Talk about 119 00:08:30.439 --> 00:08:33.519 also easily integrates with the rest of your text act, having a low impact 120 00:08:33.720 --> 00:08:39.799 on site speed and navigation, creating a seamless user experience while helping you drive 121 00:08:39.879 --> 00:08:46.470 more sales. Learn more at growth doc TALKABLECOM. All right, let's get 122 00:08:46.470 --> 00:08:52.269 back to the show. So let's talk about that a little bit. I 123 00:08:52.429 --> 00:08:56.419 want to talk through, you know, contract design from the angle of sales, 124 00:08:56.899 --> 00:09:00.379 how we talk about it and how to facilitate a better customer experience and 125 00:09:00.419 --> 00:09:03.940 higher velocity for sales. So I think a lot of folks, whether it's 126 00:09:03.940 --> 00:09:09.460 a click wrap agreement or any sort of contract design, those terms conjure up. 127 00:09:09.740 --> 00:09:13.409 That's something for legal right and and so talk to us a little bit 128 00:09:13.450 --> 00:09:18.330 about the importance of this topic for sales as an entire function. Yeah, 129 00:09:18.370 --> 00:09:22.129 absolutely, and I think that's a good place. That's a good jumping off 130 00:09:22.250 --> 00:09:24.600 point. So you're absolutely right when you hit on it. You talked about 131 00:09:24.600 --> 00:09:28.399 okay, everybody can relate to accepting terms of service through Disney, and that's 132 00:09:28.399 --> 00:09:33.120 a high volume contract. You know, they executed ten million plus something yesterday. 133 00:09:33.720 --> 00:09:37.519 So you, as a salesperson, think about how easy that was for 134 00:09:37.679 --> 00:09:41.149 you, if you download Disney plus yesterday. Wouldn't it be great as a 135 00:09:41.190 --> 00:09:46.669 salesperson that you could make signing a contract for your deal that you just closed 136 00:09:46.710 --> 00:09:50.830 for fifteen thousand dollars just as easy, just as simple for your customers? 137 00:09:52.029 --> 00:09:54.820 And that's the whole idea behind click wrap. So you hit the nail on 138 00:09:54.860 --> 00:09:58.899 the head. The kind of contracts that companies need to think about and to 139 00:09:58.059 --> 00:10:03.980 think about moving away from a cumbersome PDF, you know, e. signature 140 00:10:03.019 --> 00:10:09.970 based acceptance, to a seamless single click click wrap acceptance. Are things like, 141 00:10:09.210 --> 00:10:13.330 you know, smaller, like you just had it, smaller, high 142 00:10:13.330 --> 00:10:16.529 velocity sales contracts, small, you know, renewals and up cells, where 143 00:10:16.529 --> 00:10:20.720 where there's no negotiation of the terms. You know, SMB deals, change 144 00:10:20.879 --> 00:10:24.480 order forms that are quite simple, where it's, you know, nonnegotiated, 145 00:10:24.679 --> 00:10:30.799 mobile APP sign up, self service registrations, mutual NBA's Beta agreements. There's 146 00:10:30.799 --> 00:10:33.799 a whole host of contracts that you, as a salesperson, probably have folks 147 00:10:33.840 --> 00:10:39.429 execute all the time. But the idea is, let's think about contract acceptance, 148 00:10:39.750 --> 00:10:41.629 let's think about contract design. How do we take all of those things 149 00:10:41.669 --> 00:10:45.750 that don't need to be slow and speed them up? And so, you 150 00:10:45.830 --> 00:10:50.179 know, if you think about contract design, there's really four big elements that 151 00:10:50.259 --> 00:10:52.500 we're talking about. Number one, there's an part of this. You're right, 152 00:10:52.539 --> 00:10:54.940 legals going to own it. There's nothing you can do about it. 153 00:10:56.019 --> 00:11:00.460 They're going to write the contracts. Okay, the language and the legal language 154 00:11:00.460 --> 00:11:03.179 is important. What I would encourage anyone who's in the legal department to do 155 00:11:03.370 --> 00:11:07.730 is think about how do I design the legal language to be as simple and 156 00:11:07.809 --> 00:11:13.289 easy as possible. How do I write contracts from a contract language design standpoint 157 00:11:13.610 --> 00:11:18.720 that are encourage quick acceptance, less negotiation and try to think about how to 158 00:11:18.759 --> 00:11:22.000 make it as sales friendly in as sales acceptance as possible? So that's kind 159 00:11:22.000 --> 00:11:26.440 of step number one. But from there on out it's really about how do 160 00:11:26.519 --> 00:11:31.159 you talk about contracts? How do you, as a salesperson, position and 161 00:11:31.360 --> 00:11:33.950 talk about a contract? That's one element of contract design. The other way 162 00:11:35.070 --> 00:11:39.029 is, you know, what we want to get sales operations and sales leaders 163 00:11:39.070 --> 00:11:43.909 thinking about is how do my customers interact with that contract? So we want 164 00:11:43.909 --> 00:11:46.179 to make that easier. And then, for the business standpoint, want to 165 00:11:46.179 --> 00:11:50.139 make contracts easier to accept. It's where clip wrap comes in. And then 166 00:11:50.340 --> 00:11:54.700 once it's all accepted, you know, can it be stored easy and reproduce? 167 00:11:54.820 --> 00:11:58.220 Those are kind of the four elements we talk about contract design. So 168 00:11:58.139 --> 00:12:01.690 I think the most important thing you control is a salesperson, is how do 169 00:12:01.809 --> 00:12:09.450 you talk about contracts? Okay, language is an incredibly important aspectiveness. It's 170 00:12:09.490 --> 00:12:13.330 all about your mindset. Think about your days as a salesperson. Logan. 171 00:12:13.370 --> 00:12:16.000 I'm a I bet you often said, you know, hey, let me 172 00:12:16.039 --> 00:12:20.039 put everything together. I'm going to send you a contract and then, once 173 00:12:20.120 --> 00:12:22.320 you sign it will get started. You position the end of the sale. 174 00:12:22.399 --> 00:12:28.639 You position it has this multi step process. You know that's not easy, 175 00:12:28.759 --> 00:12:33.149 that's not frictionless. Nobody wins. There the ideas. Think about saying something 176 00:12:33.309 --> 00:12:37.230 more like this. I'm going to send you a link to create your account. 177 00:12:37.830 --> 00:12:39.669 Once you're done, you accept the contract and we're off and running. 178 00:12:39.669 --> 00:12:43.909 It's over. It's simple. Or Hey, everything we negotiate, get it 179 00:12:43.950 --> 00:12:46.740 and talked about. We've got it in this contract. I'm going to send 180 00:12:46.740 --> 00:12:48.820 it to you an email. All you have to do is click the link. 181 00:12:48.419 --> 00:12:52.460 We're good to go. So, if you can move things up faster, 182 00:12:52.580 --> 00:12:54.860 we don't have to deal with PDF do. You don't have to embed 183 00:12:54.019 --> 00:12:58.340 something in to a cot, into a form, you don't have to embed 184 00:12:58.419 --> 00:13:01.850 it into your email, you don't have to. Consumer doesn't have to download 185 00:13:01.850 --> 00:13:05.409 a piece of software in order to execute the contract. When you talk about 186 00:13:05.409 --> 00:13:09.889 contracts that way and you place that sort of acceptance mindset out there, it's 187 00:13:09.889 --> 00:13:13.720 amazing how much velocity you can get your sales process, and in in a 188 00:13:13.759 --> 00:13:20.480 high volume environment, if you can shave forty eight hours off of the end 189 00:13:20.519 --> 00:13:24.159 of the life cycle, from the time you get to contracting the Times it's 190 00:13:24.240 --> 00:13:28.909 executed. If you can literally make the contracts so easy to execute that the 191 00:13:28.990 --> 00:13:31.870 salespersons on the phone, the email goes out, they click the acceptance link 192 00:13:31.950 --> 00:13:37.110 and you're done, that's you know, that's you're talking about some amazing results 193 00:13:37.190 --> 00:13:39.470 that sales leaders should really be able to get behind. Yeah, I love 194 00:13:39.549 --> 00:13:43.259 that point. I'm not very good at math on the fly, but saving 195 00:13:43.379 --> 00:13:50.899 forty eight hours and increasing that deal velocity consistently depending on your you know, 196 00:13:50.139 --> 00:13:54.940 your average volume of deals, your ACV, all of those things, that 197 00:13:54.259 --> 00:13:58.049 the impact is going to be tremendous, that's for sure. And the language 198 00:13:58.049 --> 00:14:03.529 you talked about it is, you just very recognizable from my own talk track 199 00:14:03.690 --> 00:14:07.690 in a dozen years of selling and the typical language that I hear. But 200 00:14:07.730 --> 00:14:11.600 I like what you said. There is almost consumerizing it, even though it's 201 00:14:11.639 --> 00:14:13.159 in a be to be environment. In stead of I'm going to send you 202 00:14:13.240 --> 00:14:18.600 an agreement to sign and send back and then I'm going to give you next 203 00:14:18.639 --> 00:14:22.960 steps. Here's a link to sign up for your account. It's almost like, 204 00:14:22.320 --> 00:14:26.429 okay, that's very easy, right. I think of in my own 205 00:14:26.470 --> 00:14:28.549 consumer life. I go to sign up for something and, Oh, by 206 00:14:28.549 --> 00:14:31.429 the way, there's a button there that says log in with Google. Great, 207 00:14:31.509 --> 00:14:33.990 I don't even have to start start a new account, right, I 208 00:14:35.110 --> 00:14:39.539 just pick which option for logging in. And so playing off of that experience 209 00:14:39.820 --> 00:14:45.340 and what the person is going to visualize in their mind of the ease of 210 00:14:45.419 --> 00:14:48.500 that next step in the process is going to speed things along and reduce some 211 00:14:48.580 --> 00:14:52.769 friction from the process. Yeah, so you've hit on two really important things 212 00:14:52.809 --> 00:14:58.769 here. Number the first one goes back to what we've talked about sort of 213 00:14:58.929 --> 00:15:03.450 contract design. So it's how you talk about in position, the contracting experience 214 00:15:05.049 --> 00:15:07.480 and it's how a consumer, whether it's be to be or B Toc, 215 00:15:07.759 --> 00:15:11.799 interacts with the contracts. So think about this. You send out a seventy 216 00:15:11.840 --> 00:15:18.519 five page PDF, that's a lousy way to interact with the contract. You 217 00:15:18.600 --> 00:15:22.350 just had a great consumer experience, you're at the point where you're ready to 218 00:15:22.509 --> 00:15:26.590 execute and get to start it and somebody dumps an enormous pdf that you have 219 00:15:26.669 --> 00:15:30.750 to scroll through and you know, look at and then, oh, by 220 00:15:30.789 --> 00:15:33.669 the way, I've got to go figure out what piece of software I need 221 00:15:33.710 --> 00:15:37.019 to download on my phone so I can click these little boxes that I can 222 00:15:37.100 --> 00:15:41.019 barely see and put a squiggly line in there, whereas with a click wrap, 223 00:15:41.500 --> 00:15:45.820 contracts all embedded, sent over the link, they see it and then 224 00:15:45.860 --> 00:15:48.740 all they have to do is accept. That's it. You know, the 225 00:15:48.980 --> 00:15:52.090 great thing is case law has caught up with you know, technology in a 226 00:15:52.210 --> 00:15:58.049 sense that a squiggly line, e. signature, or a one click acceptance 227 00:15:58.210 --> 00:16:02.649 is just as enforceable in the eyes of the law and the courts exactly the 228 00:16:02.730 --> 00:16:04.799 same. So don't get caught up on this idea. Will wait a minute. 229 00:16:04.799 --> 00:16:08.279 If I don't execute the digital signature, it's not going to be valid. 230 00:16:08.320 --> 00:16:11.600 I could get sued, my customers could go away. NOPE, Click 231 00:16:11.679 --> 00:16:15.759 wrap. It's the same thing as far as the courts are concerned. So 232 00:16:15.879 --> 00:16:18.629 that's a really important so it's about how you talk about it, how you 233 00:16:18.789 --> 00:16:22.789 interact with it, and why I think how you interact with it is so 234 00:16:22.870 --> 00:16:26.269 important is because the reality is this. I mean you know this because you 235 00:16:26.429 --> 00:16:30.669 literally just described it. A frictionless sort of customer experience. That is the 236 00:16:30.870 --> 00:16:34.419 expectation today. That's not just sort of an added benefit. Oh Hey, 237 00:16:34.419 --> 00:16:37.059 I'm going to try to create this and make it better so my business will 238 00:16:37.059 --> 00:16:42.899 benefit. No, it's an expectation. I mean you don't talk about going 239 00:16:42.980 --> 00:16:45.980 to, you know, going driving to a concert anymore. You say, 240 00:16:47.100 --> 00:16:49.129 Hey, we're going to uber there. It's not I'm going to go order 241 00:16:49.210 --> 00:16:53.210 some carry out, it's I'm going to do dinner. We it's the frictionless 242 00:16:53.250 --> 00:16:57.090 idea is so embedded and sort of who we are now that it's become a 243 00:16:57.370 --> 00:17:03.079 bird. And so what's pretty fascinating is eighty percent of companies, when you 244 00:17:03.160 --> 00:17:07.319 know it was just a recent article that was informed, eighty percent of companies 245 00:17:07.480 --> 00:17:12.640 believe they deliver like super customer experiences and only about eight percent of customers actually 246 00:17:12.680 --> 00:17:17.470 agree. Because, and so think about that. You know, you think 247 00:17:17.470 --> 00:17:21.950 you're doing this great job as a company and contracts, you think you've done 248 00:17:21.950 --> 00:17:25.509 a great job expert delivering that to your customer. Probably eight percent of them 249 00:17:25.509 --> 00:17:27.150 actually agree with you. You know. So at the end of the day, 250 00:17:27.190 --> 00:17:32.859 if you fail to provide a superior customer experience, you know that's going 251 00:17:32.900 --> 00:17:36.700 to impact your brand. Now you can think will jason, you just talked 252 00:17:36.700 --> 00:17:41.140 about Uber and door and that's really a BEC customer experience. I sell SASS 253 00:17:41.180 --> 00:17:47.049 software. Who Do you think to buying SASS software today? It's the genss 254 00:17:47.410 --> 00:17:52.849 and millennials who are now assuming positions of economic power and companies. They expect 255 00:17:52.569 --> 00:17:56.650 the same frictionless experience they get in their everyday life happen in their be to 256 00:17:56.690 --> 00:18:00.960 be buying experiences as well, and clip wrap allows you to do that. 257 00:18:02.400 --> 00:18:06.720 It's just this really interesting sort of, you know, convergence of our off, 258 00:18:07.160 --> 00:18:11.519 you know, sort of nonprofessional BTC life and coming into our B Tob 259 00:18:11.680 --> 00:18:15.509 World. And so when you think about contract design and the acceptance part, 260 00:18:15.869 --> 00:18:18.470 you're creating that experience in the B Tob side things. Yeah, absolutely, 261 00:18:18.549 --> 00:18:22.630 Jason. I love what you're talking about here. It reminds me of something 262 00:18:22.670 --> 00:18:26.990 I heard between Joey Coleman, the author of never lose a customer again, 263 00:18:26.180 --> 00:18:32.259 and Ethan View, the chief evangelist over at bombomb on the customer experience podcast. 264 00:18:32.779 --> 00:18:36.339 You know, to go off of your comments there about what the experience 265 00:18:36.420 --> 00:18:38.900 is like, and that is after people sign up. That is like the 266 00:18:40.140 --> 00:18:44.210 trough of despair, potentially for new customers. That's when we're ringing the sales 267 00:18:44.250 --> 00:18:48.450 going in a be tob environment. But that is also when the customer is 268 00:18:48.769 --> 00:18:51.490 most at risk. For that, buyers remorse. What have I done? 269 00:18:51.609 --> 00:18:55.410 I've just made a B to be purchased. My career could be online. 270 00:18:55.450 --> 00:18:57.519 Even if it's, you know, K for the year, it's still you're 271 00:18:57.599 --> 00:19:02.920 sticking your neck out a bit and the more that you can avoid any negative 272 00:19:02.960 --> 00:19:07.440 experience, any friction in that process, you've got a better chance at renewal 273 00:19:07.559 --> 00:19:11.470 because that customer experience is better from the very get go. So I completely 274 00:19:11.509 --> 00:19:14.230 agree with what you're saying there and I think it's something we should think about 275 00:19:14.589 --> 00:19:18.829 related to contracts and everything from on boarding customer. So I think you've given 276 00:19:18.910 --> 00:19:22.190 folks in sales, customer success in a lot of different functional roles stuff to 277 00:19:22.269 --> 00:19:26.180 think about here. Jason, now that I've picked your brain, I would 278 00:19:26.220 --> 00:19:29.420 love to hear a little bit of what you're putting into it before we wrap 279 00:19:29.539 --> 00:19:32.819 today. I love to ask some of our guests. Are Never Stop learning 280 00:19:32.900 --> 00:19:36.019 question. It's one of our core values here at sweet fish. So I'd 281 00:19:36.059 --> 00:19:40.609 love to hear a resource either related to today's topic or something that's just got 282 00:19:40.690 --> 00:19:44.890 you excited or informing your sales approach these days. Jason. Okay, yeah, 283 00:19:44.890 --> 00:19:48.210 I love that question. So if you've been in sales along time, 284 00:19:48.210 --> 00:19:52.809 particularly you've been in sales leadership, you know you can chart the sort of 285 00:19:52.880 --> 00:19:56.000 phases of the sales books and everybody gets excited about you know, if you're 286 00:19:56.000 --> 00:20:00.240 an old guy like me, you remember when spin selling came out and everybody 287 00:20:00.279 --> 00:20:03.160 was talking about spin and then challenge. You know, challenge. Your sale 288 00:20:03.240 --> 00:20:04.920 was great. These are all great books. I'm not spared in them. 289 00:20:04.960 --> 00:20:08.710 It's just, you know, every sort of few years there's a new sales 290 00:20:08.789 --> 00:20:15.029 book that comes out that sort of redefined how you go to market as a 291 00:20:15.069 --> 00:20:18.150 sales team. And when you've been around long enough and you've read them all, 292 00:20:18.789 --> 00:20:23.259 you find just sort of these common themes that are repackaged and executed a 293 00:20:23.299 --> 00:20:27.740 different way. A book that I found, I think, was just truly 294 00:20:27.900 --> 00:20:33.460 like wow, this was a mind shift book for me was the transparency sale 295 00:20:33.500 --> 00:20:37.529 by Todd capony. I mean he advocates a whole radically different way to sell, 296 00:20:37.809 --> 00:20:44.170 which is leading with your flaws and, you know, leading with this 297 00:20:44.369 --> 00:20:48.250 ultimate transparency of hey, you know, he calls it, you know, 298 00:20:48.490 --> 00:20:51.960 being flowsome, which is these are the things we do well. These are 299 00:20:52.000 --> 00:20:56.319 the things we don't do well and having this ultimate transparency in the sales process 300 00:20:56.880 --> 00:21:02.799 that completely disrupts all of the brain patterns that buyers have to be predisposed to 301 00:21:02.839 --> 00:21:07.589 be negative. It's truly an authentic way to sell. I can't rave enough 302 00:21:07.589 --> 00:21:10.710 about it. I've recommended it to everybody. Go follow them on twitter, 303 00:21:11.109 --> 00:21:14.509 you know, read his blog, the transparency sale by todd points. Fantastic. 304 00:21:14.869 --> 00:21:17.309 I love that one. Man. I've had the pleasure of chatting with 305 00:21:17.509 --> 00:21:21.500 todd and having him on our counterpart show, the B tob sales show. 306 00:21:21.900 --> 00:21:23.900 I was so pumped to have him on there talking about some of the things 307 00:21:23.980 --> 00:21:26.500 from the book, because I'm with you, ever, recommended that to so 308 00:21:26.700 --> 00:21:32.619 many people. I've implemented so many things from that book in presentation, in 309 00:21:32.779 --> 00:21:37.609 negotiation. Just full of some great stories, some great lessons and, as 310 00:21:37.769 --> 00:21:41.009 you said, a mind shift when it comes to sales, not just kind 311 00:21:41.049 --> 00:21:45.569 of these good reminders. So great resource there for folks. Jason, I 312 00:21:45.650 --> 00:21:48.359 love that you mentioned that. So as we wrap today, J's name by 313 00:21:48.480 --> 00:21:51.400 WHO's listening to this? Would that would like to learn more about pack safe 314 00:21:51.440 --> 00:21:53.440 or just reach out to you or stay connected. What's the best way for 315 00:21:53.519 --> 00:21:57.160 them to do that? Man Linkedin. Last time I checked on the only 316 00:21:57.240 --> 00:22:02.470 Jason Crown on Linkedin, so I am easy to find there or at Jason 317 00:22:02.549 --> 00:22:04.109 Crown. I love it. Man, thank you so much for the conversation 318 00:22:04.190 --> 00:22:11.029 today. Awesome. Thank you. We totally get it. We publish a 319 00:22:11.150 --> 00:22:15.630 ton of content on this podcast and it can be a lot to keep up 320 00:22:15.670 --> 00:22:18.539 with. That's why we've started the B tob growth big three, a no 321 00:22:18.700 --> 00:22:23.500 fluff email that boils down our three biggest takeaways from an entire week of episodes. 322 00:22:23.940 --> 00:22:30.809 Sign up today at Sweet Phish Mediacom Big Three. That sweet fish Mediacom 323 00:22:30.609 --> 00:22:32.329 Big Three