1223: Should Salespeople Create Their Own Content? w/ Josh Fedie

WEBVTT 1 00:00:06.280 --> 00:00:10.789 Are you struggling to come up with original content weekend and week out? Start 2 00:00:10.830 --> 00:00:15.470 a podcast, interview your ideal clients, let them talk about what they care 3 00:00:15.509 --> 00:00:21.109 about most and never run out of content ideas again. Learn more at sweetphish 4 00:00:21.190 --> 00:00:30.219 MEDIACOM. You're listening to be tob growth, a daily podcast for B TOB 5 00:00:30.339 --> 00:00:34.380 leaders. We've interviewed names you've probably heard before, like Gary Vanner, truck 6 00:00:34.420 --> 00:00:38.289 and Simon Senek, but you've probably never heard from the majority of our guests. 7 00:00:38.929 --> 00:00:42.929 That's because the bulk of our interviews aren't with professional speakers and authors. 8 00:00:43.490 --> 00:00:47.329 Most of our guests are in the trenches leading sales and marketing teams. They're 9 00:00:47.369 --> 00:00:52.840 implementing strategy, they're experimenting with tactics, they're building the fastest growing BB companies 10 00:00:52.840 --> 00:00:56.039 in the world. My name is James Carberry. I'm the founder of sweet 11 00:00:56.039 --> 00:00:59.679 fish media, a podcast agency for BB brands, and I'm also one of 12 00:00:59.719 --> 00:01:03.679 the CO hosts of this show. When we're not interviewing sales and marketing leaders, 13 00:01:03.880 --> 00:01:07.430 you'll hear stories from behind the scenes of our own business. Will share 14 00:01:07.469 --> 00:01:10.829 the ups and downs of our journey as we attempt to take over the world. 15 00:01:11.469 --> 00:01:21.099 Just getting well, maybe let's get into the show. Welcome back to 16 00:01:21.219 --> 00:01:23.500 be tob growth. I'm Logan lyles with sweet phish media. I'm joined today 17 00:01:23.540 --> 00:01:27.579 by Josh feedy. He is the founder over at sales reach DOT ioh. 18 00:01:27.739 --> 00:01:32.500 He's also the host of the founders mentality podcast. Josh, welcome to the 19 00:01:32.540 --> 00:01:34.010 show, man. How's it going? It's going great. Thanks for having 20 00:01:34.049 --> 00:01:37.569 me on. I've wanted to be on the show for a while, honestly, 21 00:01:37.650 --> 00:01:38.969 so I away. You flatter us, man, you flatter us. 22 00:01:38.969 --> 00:01:42.370 I've seen some of your content, seen some of the stuff that you guys 23 00:01:42.370 --> 00:01:46.090 are doing over at sales reach. You and James met up several months back 24 00:01:46.090 --> 00:01:49.239 at a great conversation, so it's been a long time coming. I think 25 00:01:49.280 --> 00:01:52.480 you and I are going to riff a bit on something that's got us a 26 00:01:52.680 --> 00:01:57.239 good bit fired up lately. Should sales people create original content or not? 27 00:01:57.319 --> 00:02:00.750 Arguments for against and how they should go about it. So, before we 28 00:02:00.790 --> 00:02:04.670 get into that, as much as I've got to rain you back a little 29 00:02:04.670 --> 00:02:07.269 bit on this topic, give us a little bit of context. Tell us 30 00:02:07.269 --> 00:02:09.710 a little bit about yourself and what you and the sales reach dot ioh team 31 00:02:09.750 --> 00:02:13.629 or up to these days. Man, yeah, so sales reach is a 32 00:02:14.069 --> 00:02:17.900 sales namment software right where a SASS product. What we really created for was 33 00:02:17.939 --> 00:02:22.699 to try to solve for some of the clunkiness that exists in the beab sales 34 00:02:22.699 --> 00:02:25.900 environment, and what I mean by that is that for the longest time now, 35 00:02:27.060 --> 00:02:30.250 marketing is kind of held the key on anything digital, and sales people 36 00:02:30.250 --> 00:02:35.289 have kind of and fallen back on these older tip tricks that they've always been 37 00:02:35.409 --> 00:02:39.569 using and not really embracing a digital environment in their efforts. And the problem 38 00:02:39.610 --> 00:02:44.169 with that is that's really where buyers are comfortable today. The way we buy 39 00:02:44.479 --> 00:02:47.080 in the Amazon world is the exact same way. We want to translate that 40 00:02:47.159 --> 00:02:52.000 into our business life, and so it just starts feeling really clunky to people 41 00:02:52.000 --> 00:02:53.719 when it's like, I can get anything delivered to my door in five seconds 42 00:02:53.719 --> 00:02:57.520 without talking to a salesperson. Why can't I just get everything I need on 43 00:02:57.599 --> 00:03:00.750 a website and then just have everything delivered to my business right in the Bob 44 00:03:00.909 --> 00:03:06.430 Space, we're trying to solve for the confusion that happens because marketing is so 45 00:03:06.669 --> 00:03:10.750 great at creating all this content and buyers are downloading all their own information selfinforming, 46 00:03:10.789 --> 00:03:14.580 I'm sure you've talked about this many, many times. Right when the 47 00:03:14.659 --> 00:03:17.699 salesperson comes in, all we really do is confuse the situation because we give 48 00:03:17.740 --> 00:03:22.620 them even more information and then we're like, good luck, have fun organizing 49 00:03:22.659 --> 00:03:23.740 this. I'm going to send you a whole bunch of attachments and emails and 50 00:03:23.819 --> 00:03:25.860 you're never going to figure this out, and then you got to bring it 51 00:03:25.939 --> 00:03:29.889 to a team. Have Fun with that, and so we really wanted to 52 00:03:29.969 --> 00:03:34.969 clean that up. Our tagline is that we're here to help your customer facing 53 00:03:35.090 --> 00:03:39.849 teams to deliver better customer buying experiences. That's really what our core product is, 54 00:03:40.759 --> 00:03:44.199 all of it. Man, what you're saying there is just so true. 55 00:03:44.360 --> 00:03:47.599 I was in BB sales in the office equipment space, and talk about 56 00:03:47.680 --> 00:03:52.960 like still hitting the road with binders and brochures and all these sorts of things, 57 00:03:53.159 --> 00:03:55.830 and even folks who are in in Sass today. You make a really 58 00:03:55.870 --> 00:04:00.949 good point. Marketing does such a good job of engaging folks on this digital 59 00:04:00.990 --> 00:04:02.990 path, making it easier for them to consume content, and then they hit 60 00:04:03.069 --> 00:04:08.270 sales and maybe there's a disconnect and messaging, but that's a whole other conversation. 61 00:04:08.469 --> 00:04:11.860 But the disconnect in the delivery of the content. All of a sudden, 62 00:04:11.860 --> 00:04:14.539 all right, we got to go back and forth on on Word or 63 00:04:14.659 --> 00:04:17.459 PDF for these proposals and agreements and those sorts of things and all sorts of 64 00:04:17.500 --> 00:04:21.579 attachments, and then you're not getting the insights into those things. What. 65 00:04:21.779 --> 00:04:25.089 How are they viewing it? How are they sharing it with their team, 66 00:04:25.569 --> 00:04:29.889 the way that marketing is looking at that buying journey, and you've got folks 67 00:04:29.930 --> 00:04:32.009 that are closer to close. So anyhow, I love the work that you 68 00:04:32.050 --> 00:04:35.810 guys are doing. I think you're addressing something really well. They're let's get 69 00:04:35.889 --> 00:04:41.279 into today's topic. You kind of closely related to to your mission to help 70 00:04:41.519 --> 00:04:46.399 sales people create a better customer experience, and one piece of that is should 71 00:04:46.439 --> 00:04:49.519 sales people be putting out their own original content? And I saw a post 72 00:04:50.120 --> 00:04:53.910 on linkedin about a week and a half ago and it stopped me dead in 73 00:04:53.990 --> 00:04:59.069 my tracks over over the weekend and they there was an individual who was railing 74 00:04:59.110 --> 00:05:02.670 against this lie that today, in two thousand and twenty be to be sales 75 00:05:02.750 --> 00:05:06.860 people should create content, original content. What do you have to say about 76 00:05:06.899 --> 00:05:11.379 that, man? Yeah, look, I mean marketing people for the longest 77 00:05:11.379 --> 00:05:14.939 time held the keys on anything that was put up in a digital space and 78 00:05:15.019 --> 00:05:17.660 they really held that closely because a lot of the things that were being created 79 00:05:17.819 --> 00:05:23.329 they felt like those were their babies and they didn't necessarily want to allow sales 80 00:05:23.370 --> 00:05:26.129 people in on that. And Look, sales people are just as much to 81 00:05:26.209 --> 00:05:30.089 blame for this problem because if you give a salesperson the ability to design something, 82 00:05:30.730 --> 00:05:33.209 they are going to design it. If you give them the ability to 83 00:05:33.250 --> 00:05:35.800 stretch a logo, a change of color scheme on something, they're going to 84 00:05:35.879 --> 00:05:40.160 do it. And Marketing people can't stand that and I understand that and I 85 00:05:40.319 --> 00:05:44.040 respect that and I've worked on both sides of the the coin. I've been 86 00:05:44.120 --> 00:05:46.839 a director of marketing and a director of sales in my life right so I've 87 00:05:46.920 --> 00:05:50.509 been in both of those arguments before. But at the end of the day, 88 00:05:51.069 --> 00:05:55.350 today, the way the way the world is working right now, we 89 00:05:55.509 --> 00:06:00.790 cannot shelter the entire digital experience from sales professionals. Building our personal brand is 90 00:06:00.949 --> 00:06:05.819 really everything to us right now. Building the trust in a digital space with 91 00:06:06.019 --> 00:06:10.500 people that maybe we haven't even met yet, giving them a reason to reach 92 00:06:10.540 --> 00:06:14.860 out to us is job number one for a salesperson because I'm sure you've talked 93 00:06:14.860 --> 00:06:18.329 to people before where everybody's trying to crack the nut on. How do I 94 00:06:18.649 --> 00:06:21.649 build a list of all these people that I want to hammer after off of 95 00:06:21.810 --> 00:06:25.569 Linkedin? How do I then approach them? You know, should I send 96 00:06:25.610 --> 00:06:28.050 them messages? No, I get those message all the time. I hate 97 00:06:28.050 --> 00:06:30.250 those. Okay. Should I bait them into a meeting where I ask them 98 00:06:30.290 --> 00:06:33.079 something that's totally unrelated just because I know I can get the meeting? Then 99 00:06:33.240 --> 00:06:36.000 try to turn around and sell my services to him? Know, everybody's been 100 00:06:36.000 --> 00:06:39.800 in that meeting. We all hate that meeting. How do we just get 101 00:06:39.920 --> 00:06:44.360 people to reach out to us without US reaching out to them? That's all 102 00:06:44.519 --> 00:06:47.149 in the personal branding, that's all in creating content. The thing that I 103 00:06:47.230 --> 00:06:54.110 say all the time when I'm going off on this rant with businesses is businesses 104 00:06:54.189 --> 00:06:58.149 need to understand that me, as an individual working for an organization, I 105 00:06:58.589 --> 00:07:02.860 have ten times the reach that that company's Linkedin page or any social channel has 106 00:07:03.019 --> 00:07:08.339 on their own, and so not leveraging me to help them drive awareness and 107 00:07:08.740 --> 00:07:12.579 bring in business in that way is really just going to hurt that organization. 108 00:07:12.620 --> 00:07:15.569 Yeah, absolutely, Man. I'm so glad that someone else is screaming, 109 00:07:15.649 --> 00:07:20.050 man. I've I've been screaming that here in my office over the last several 110 00:07:20.089 --> 00:07:23.850 months. One of the things we help some of our customers to is create 111 00:07:24.009 --> 00:07:28.649 content from their podcast repurpose it for Linkedin that isn't just like hey, check 112 00:07:28.649 --> 00:07:31.480 out episode five, but it's actually a written piece that could be good organic 113 00:07:31.600 --> 00:07:34.720 content, and we struggle sometimes with folks saying, Oh, we want to 114 00:07:34.759 --> 00:07:38.759 push that through our company page. It's not really written from that perspective. 115 00:07:38.920 --> 00:07:42.439 Well, we we do that for good reason. I had someone else say 116 00:07:42.839 --> 00:07:45.470 is be to be growth, really a big deal, like you tell me 117 00:07:45.509 --> 00:07:47.550 it gets a hundred thousand downloads a month, because you don't, you guys 118 00:07:47.550 --> 00:07:50.910 don't have that many followers on Linkedin. I was like, well, look 119 00:07:50.949 --> 00:07:54.949 at James, look at our founder and CEOS followers, look at my network, 120 00:07:55.189 --> 00:07:58.779 because we've invested there because, like you said, ten to twenty x 121 00:07:58.939 --> 00:08:01.420 the reach, you know, on a good day, of those company pages 122 00:08:01.500 --> 00:08:07.300 and so many folks, just over index and over the invest their time and 123 00:08:07.379 --> 00:08:11.019 energy and trying to get more reach out of those company pages and just the 124 00:08:11.060 --> 00:08:13.529 way that people can assume content and the way that the platforms are set up 125 00:08:13.850 --> 00:08:18.730 at least today on Linkedin, that you're just you're spending your wheels in the 126 00:08:18.769 --> 00:08:20.850 wrong direction, man. Yeah, you hit on something that I think is 127 00:08:22.009 --> 00:08:24.730 crucial and and I feel like I can say this because I'm a B tob 128 00:08:24.850 --> 00:08:28.399 seller myself. I talk to marketers all day long in this podcast, talk 129 00:08:28.519 --> 00:08:33.759 to marketers about their podcasting offline. But at the end of the day I 130 00:08:33.919 --> 00:08:37.240 am a salesperson and I had up sales for sweet fish and to me you 131 00:08:37.320 --> 00:08:39.759 hit on the key there. When I look at my own life and putting 132 00:08:39.799 --> 00:08:45.710 out content, I am able to build trust, which leads to credibility, 133 00:08:45.750 --> 00:08:48.110 or credibility that leads to trust, whichever way you put it. and to 134 00:08:48.269 --> 00:08:52.070 me one of the arguments in the Linkedin Post that I saw was that, 135 00:08:52.509 --> 00:08:56.139 no, sales's job is to put context to marketing content. and to me 136 00:08:56.259 --> 00:09:01.460 I'm just picturing myself ten years ago pulling articles and sending those and yeah, 137 00:09:01.500 --> 00:09:03.460 does that do something, but it's two thousand and twenty man like. Yeah, 138 00:09:03.500 --> 00:09:07.740 that to me is no, not even a drop in the bucket. 139 00:09:07.899 --> 00:09:11.450 Improving to that person looking two seconds that your email, that you understand them 140 00:09:11.490 --> 00:09:13.529 at all. Yeah, do you agree with me? It all here, 141 00:09:13.610 --> 00:09:16.570 man, what do you think I do? I want to jump in and 142 00:09:16.649 --> 00:09:20.610 just play devil's advocate for whoever put this post up, because here's what I 143 00:09:20.730 --> 00:09:24.090 think they might have been addressing. And this is one of my biggest pet 144 00:09:24.129 --> 00:09:28.240 peeves. If you work for an organization in your marketing team is putting out 145 00:09:28.399 --> 00:09:33.399 these posts and all you're doing is resharing those posts, you're not doing anything 146 00:09:33.639 --> 00:09:41.269 for yourself or your organization, because nobody wants to follow look people, people 147 00:09:41.309 --> 00:09:45.350 buy from people right they fall in love with the people at the organization. 148 00:09:45.789 --> 00:09:48.309 They don't need to see you reshare things that your company sharing. If they 149 00:09:48.350 --> 00:09:52.500 cared about what your company was sharing from your company's position, they would follow 150 00:09:52.539 --> 00:09:56.139 your company's page. And guess what, they're not following your company's page. 151 00:09:56.299 --> 00:09:58.899 They want to know how this impacts you in your life, and so it 152 00:10:00.179 --> 00:10:05.740 is incredibly important if you're sharing something that your company's excited about, because at 153 00:10:05.820 --> 00:10:09.289 your core that bought, that is part of your mission as a person yourself 154 00:10:09.409 --> 00:10:13.529 and this is part of your personal brand. You should be creating context around 155 00:10:13.889 --> 00:10:16.929 why you're resharing it, why this is important to you, because that's going 156 00:10:16.929 --> 00:10:22.080 to reinforce your personal brand, and I'm hoping that that's more what the person 157 00:10:22.240 --> 00:10:24.840 was talking about, but at the same time we have to remember it has 158 00:10:24.879 --> 00:10:28.399 happened time and time again. I have a great story that I love. 159 00:10:28.480 --> 00:10:31.679 Someone once came up to me after a conference I was speaking at. I 160 00:10:31.799 --> 00:10:35.309 was talking about social selling and how we need to allow salespeople to think like 161 00:10:35.470 --> 00:10:39.669 marketers and create content and be create their own brand and all that stuff, 162 00:10:39.669 --> 00:10:43.230 and she came up to me and she worked for a huge corporation, Fortune 163 00:10:43.230 --> 00:10:46.669 five hundred company, and she said, I want to tell you a story. 164 00:10:46.750 --> 00:10:50.899 There was a salesperson in our office once that was trying to create some 165 00:10:50.059 --> 00:10:56.460 content and put together a Webinar and had a series of prospects that joined this 166 00:10:56.620 --> 00:11:00.940 Webinar. She was really excited about this and put the logo on the screen 167 00:11:00.980 --> 00:11:05.009 and everything give the company a shout out. About ten minutes into this live 168 00:11:05.090 --> 00:11:09.889 Webinar, someone from marketing came running out of the office and shut it down. 169 00:11:09.370 --> 00:11:13.929 Reached over the person's shoulder and shut the live Webin are down, and 170 00:11:13.090 --> 00:11:18.840 the reason this person did this is because the Pixel dimension around the logo was 171 00:11:20.080 --> 00:11:24.559 not on brand standards, and I just something like that. Listen, if 172 00:11:24.600 --> 00:11:28.480 you're an organization and you're that stringent about things that you're not going to give 173 00:11:28.600 --> 00:11:33.789 people enough freedom to go and tout your company and to use their network to 174 00:11:33.909 --> 00:11:37.750 bring you more revenue. You only get one chance at this. If you 175 00:11:37.950 --> 00:11:41.389 slap someone on the hand for something that trivial, they will never put their 176 00:11:41.470 --> 00:11:45.309 neck on the line again to help bring you more revenue. Never, ever, 177 00:11:45.350 --> 00:11:48.019 ever, why are we doing things like that? It still happens today. 178 00:11:48.379 --> 00:11:52.340 Why? Yeah, absolutely, Man, I can just picture that that 179 00:11:54.259 --> 00:11:58.500 happening. I just don't have any trouble picturing that scenario playing out. As 180 00:11:58.539 --> 00:12:01.970 you were going, I was like, up here, here it goes. 181 00:12:01.330 --> 00:12:05.970 Now. What you said earlier is like make it easy for sales people to 182 00:12:07.250 --> 00:12:11.330 leverage the brand. I like, I understand that. I'm a photojournalism major 183 00:12:11.490 --> 00:12:15.289 in college and I took, you know, design, and I I can 184 00:12:15.370 --> 00:12:18.519 hold my own graphic graphic design. Wise, like, I totally get that. 185 00:12:18.000 --> 00:12:20.720 But instead of saying Nope, you shouldn't have done that, slamming it 186 00:12:22.039 --> 00:12:26.720 shut with interested prospects on the line on a Webinar, how about you just 187 00:12:26.879 --> 00:12:31.269 set up some some guard rails to be able to take advantage of that enthusiasm, 188 00:12:31.429 --> 00:12:35.309 because you know, as the old saying goes, nothing happens until somebody 189 00:12:35.309 --> 00:12:39.909 sells something, right, and so if you have, you know, sales 190 00:12:39.909 --> 00:12:43.750 prevention departments all over the place from I don't want to like throw rocks at 191 00:12:43.750 --> 00:12:46.740 legal and everybody else, but like there's been those jokes in sales environments. 192 00:12:46.779 --> 00:12:50.059 Right. If marketing becomes a sales prevention department, like you said, then 193 00:12:50.059 --> 00:12:54.139 they're not going to try by again. So I think you touched on something 194 00:12:54.419 --> 00:12:58.809 really good. They're Josh. I felt like when I saw this post, 195 00:12:58.129 --> 00:13:05.210 the the concern was I don't want my salespeople losing productivity kind of scrolling linkedin 196 00:13:05.490 --> 00:13:09.649 maybe typing up something or like. They've got to be great copy writers or 197 00:13:09.769 --> 00:13:13.720 editing stuff and spending time over this. And you and I were just riffing 198 00:13:13.799 --> 00:13:18.240 before we hit record. Man. Your you guys are very like minded. 199 00:13:18.320 --> 00:13:20.960 Over there at sales reaches, we are here at Sweet Fish and just taking 200 00:13:22.399 --> 00:13:26.549 Gary v's content on content on content model to figure out how can you maximize 201 00:13:26.909 --> 00:13:31.710 the number of pieces of content. And so, because you guys are executing 202 00:13:31.750 --> 00:13:35.669 it and because you probably see some sales people who are doing this well when 203 00:13:35.669 --> 00:13:39.070 they've got an open lane to run in, what are some of your tips 204 00:13:39.190 --> 00:13:45.659 for salespeople and sales leaders or marketers who are trying to enable that enthusiastic salesperson 205 00:13:45.980 --> 00:13:50.899 to do it and one stay within the rails and to be able to do 206 00:13:50.019 --> 00:13:56.289 it efficiently where it is actually yielding the results that they want? Yeah, 207 00:13:56.370 --> 00:13:58.850 man, I don't even know how I could answer that in less than thirty 208 00:13:58.850 --> 00:14:01.330 minutes, honestly. I mean, I could go down so many different roads 209 00:14:01.370 --> 00:14:05.330 with that. What I will start by saying is that, as far as 210 00:14:05.370 --> 00:14:09.970 the Gary v content model goes, absolutely embrace that. I don't do anything 211 00:14:09.000 --> 00:14:15.080 unless it's being recorded. Ever, I'm recording what you're recording right now on 212 00:14:15.159 --> 00:14:18.440 my own because I'm going to repurpose this for myself when we kid off of 213 00:14:18.559 --> 00:14:20.120 this. This isn't just yours, this is me too. This is my 214 00:14:20.240 --> 00:14:24.039 time too. I can do what I want with this right you need to 215 00:14:24.080 --> 00:14:28.909 be looking to maximize every interaction that you have throughout the day. Now there's 216 00:14:28.909 --> 00:14:31.789 so many simple ways to do this and there's so many complex ways to do 217 00:14:31.909 --> 00:14:37.830 this. I think the companies need to release the rains a little bit more 218 00:14:37.149 --> 00:14:43.460 on things like this, because I'm more of the philosophy of moving fast failing 219 00:14:43.539 --> 00:14:48.139 fast with many different ideas and concepts. It's okay to me to put something 220 00:14:48.139 --> 00:14:50.580 out that's a little bit scrappy and maybe potentially a little bit off brand, 221 00:14:50.899 --> 00:14:54.610 because I'm going to find out how off brand that is. Or maybe that's 222 00:14:54.649 --> 00:14:56.970 more the brand that I should be. But I'm not going to do that 223 00:14:58.009 --> 00:15:01.490 if I'm afraid she'll try something new right and so I'll bring cameras with me 224 00:15:01.570 --> 00:15:05.090 all the time. Sometimes I record with my cell phone, sometimes I'm recording 225 00:15:05.169 --> 00:15:07.879 with, you know, I don't even know fifteen thousand dollars worth a camera 226 00:15:07.879 --> 00:15:11.720 equipment that's staring at me right now, right, whatever it is. Sometimes 227 00:15:11.759 --> 00:15:15.279 I want the really high quality stuff. Sometimes I think a lot of before 228 00:15:15.320 --> 00:15:18.399 I record a video. Sometimes I literally just hit record and just start talking 229 00:15:18.440 --> 00:15:20.240 right and if I feel like it was okay, I just put it out 230 00:15:20.240 --> 00:15:24.230 there. I think that at the end of the day, what we're really 231 00:15:24.350 --> 00:15:28.590 trying to do is create content and build our brand, our personal brand, 232 00:15:28.669 --> 00:15:35.269 in the most human way possible. And humans flounder, humans stutter when they 233 00:15:35.309 --> 00:15:37.940 talk. Sometimes humans say the wrong word every once in a while. I'm 234 00:15:39.059 --> 00:15:43.299 a big believer in not editing things like that out, because I don't always 235 00:15:43.299 --> 00:15:46.139 say things the right way and when someone meets me in real life I want 236 00:15:46.179 --> 00:15:48.220 them to go a yeah, you're the same guy that I just saw those 237 00:15:48.259 --> 00:15:50.129 videos. Yeah, of course I am, because I can't edit myself in 238 00:15:50.289 --> 00:15:54.929 real life. Why would I be editing myself on these videos? That seems 239 00:15:54.970 --> 00:15:58.730 absolutely ridiculous to me. So I mean, you know, I think that 240 00:15:58.889 --> 00:16:02.169 we just need to embrace the philosophy, especially with copywriting. To I mean, 241 00:16:02.250 --> 00:16:04.720 look, you touched on so many things here copywriting. Dave Gerhardt says 242 00:16:04.759 --> 00:16:07.919 this all the time. He loves to talk about copywriting. Right, he's 243 00:16:07.919 --> 00:16:11.000 not necessarily a copywriter. He's a marketer, but he's not a copywriter. 244 00:16:11.360 --> 00:16:15.200 But look, you don't have to be a trained copywriter. I like to 245 00:16:15.559 --> 00:16:18.309 write the way I talk. It's a very I'm not going to compare myself 246 00:16:18.309 --> 00:16:22.669 to earnest hemingway, but that's the way Ernest Hemingway wrote. He wrote the 247 00:16:22.750 --> 00:16:26.590 way he spoke and you know, people can criticize the the grammar in the 248 00:16:26.629 --> 00:16:29.990 way that I write and whatever, but you know what, I'm trying to 249 00:16:30.070 --> 00:16:33.539 convey some emotion in these things that I'm putting out there and I want to 250 00:16:33.659 --> 00:16:36.580 be genuine I want to be who I am because I don't want you to 251 00:16:36.659 --> 00:16:38.460 work with me if you don't like who I am. But if you do 252 00:16:38.740 --> 00:16:41.980 like who I am, this is going to be the easiest deal of my 253 00:16:41.100 --> 00:16:45.179 life because we already relate here. And Look, you said it earlier. 254 00:16:45.539 --> 00:16:49.769 Trust. We're all trying to get to the point of trust. One of 255 00:16:49.809 --> 00:16:55.330 my favorite lines is trust and velocity are closely aligned. It's very, very 256 00:16:55.409 --> 00:16:57.610 true. If you can earn trust with somebody, you're going to win that 257 00:16:57.730 --> 00:17:02.279 deal, you're going to win that friendship, you're going to win whatever you're 258 00:17:02.360 --> 00:17:07.720 trying to win so much faster because you built that trust. Yep, absolutely. 259 00:17:07.799 --> 00:17:11.480 Man. One of the saying things or quotes I heard early in my 260 00:17:11.640 --> 00:17:14.759 sales career that I haven't quite thought about lately, but you made it just 261 00:17:14.799 --> 00:17:18.069 spring to mine is business closes at the speed of trust. Yeah, a 262 00:17:18.109 --> 00:17:21.190 little bit cheesy, but hey, I kind of like and I think it's 263 00:17:21.269 --> 00:17:25.630 worth talking about here because I mean of everything you just said. The other 264 00:17:25.750 --> 00:17:29.309 thing I'm thinking is, like, you know, marketing or PR depending on 265 00:17:29.390 --> 00:17:33.380 the size of the organization, like a salespeople can't be saying things publicly. 266 00:17:33.420 --> 00:17:36.740 I'm like, well, hold on, these are the people that are the 267 00:17:36.819 --> 00:17:41.740 highest paid per capita within your organization. Typically they are being interested to have 268 00:17:41.900 --> 00:17:45.769 conversations with people who want to do business with you. If you are in 269 00:17:45.089 --> 00:17:51.769 B Tob Enterprise, sales especially, they are responsible for a large sums of 270 00:17:51.890 --> 00:17:56.130 money or potential revenue. How do you not trust them? So that makes 271 00:17:56.170 --> 00:17:57.799 me think like, hold on, you just need to figure out your sales 272 00:17:57.799 --> 00:18:02.480 hiring. That's not the problem, right. And then creative ways. I 273 00:18:02.559 --> 00:18:06.880 love what you said about just recording everything like it. Take an audio recorder 274 00:18:07.000 --> 00:18:10.599 with you, take take your phone and record that, kick that to marketing 275 00:18:11.039 --> 00:18:14.589 and maybe you've got some good copy writers that can turn that into something that's 276 00:18:14.589 --> 00:18:18.430 close to your voice and that work together on stuff. It doesn't have to 277 00:18:18.549 --> 00:18:22.950 be like sales is pushing stuff out or they can only use what marketing has 278 00:18:22.069 --> 00:18:26.589 that that is my big mantra. There are so many ways that sales and 279 00:18:26.670 --> 00:18:30.940 marketing can get creative to we're marketing can help them push out the content that 280 00:18:32.220 --> 00:18:34.779 is authentic, that is in their voice. Maybe the video isn't, you 281 00:18:34.819 --> 00:18:40.980 know it, twentyzero production, but kicking it to marketing and having the logo 282 00:18:41.220 --> 00:18:42.690 on there, that is the right proportions and stuff like that, because that 283 00:18:42.769 --> 00:18:47.609 stuff desk drive me crazy right and so you can get the best of both 284 00:18:47.650 --> 00:18:51.569 world stop fighting each other and look for ways to get creative together. So 285 00:18:52.089 --> 00:18:56.400 those are a couple of my points. I'll hop back off my soapbox there 286 00:18:56.440 --> 00:18:59.039 for a second, but because I had I got to jump back in real 287 00:18:59.039 --> 00:19:02.359 quick before I forget this thought, because honestly, what this all comes down 288 00:19:02.400 --> 00:19:04.759 to it these are the people on their front lines. Your sales seems these 289 00:19:04.799 --> 00:19:07.519 are the people on the front lines. If you, if you don't trust 290 00:19:07.559 --> 00:19:11.509 them enough to write something on Linkedin, how on earth are you ever going 291 00:19:11.549 --> 00:19:17.029 to trust them enough to go out and have a business meeting with a prospect 292 00:19:17.069 --> 00:19:19.109 or a client on their own? I mean, like, how much do 293 00:19:19.230 --> 00:19:23.579 we actually need to hold these people's hands? The way they've write on Linkedin, 294 00:19:23.859 --> 00:19:26.980 you can pretty much guarantee that's the way they're talking to people. And 295 00:19:27.140 --> 00:19:32.099 so write the way they're writing prospecting emails and follow the US and every eating 296 00:19:32.140 --> 00:19:33.740 else, like this is who they are. Those are you writing those for 297 00:19:33.900 --> 00:19:37.059 them? I don't think so. I don't think so. And if you, 298 00:19:37.259 --> 00:19:40.849 if you completely disagree with their tone and the way that they conduct themselves, 299 00:19:41.089 --> 00:19:42.210 then you have a problem. Right, then you need to replace that 300 00:19:42.369 --> 00:19:45.769 person because they're not a good fit at the at the company. But at 301 00:19:45.769 --> 00:19:48.569 the same time, look, if they're producing and if this is who they 302 00:19:48.569 --> 00:19:52.490 are and if this is how they do it, what's your problem with that? 303 00:19:52.920 --> 00:19:55.000 Right? And so we need to be we need to be careful with 304 00:19:55.119 --> 00:19:59.200 that. I think, hey, everybody logan with sweet fish here. You 305 00:19:59.559 --> 00:20:03.960 probably already know that we think you should start a podcast if you haven't already. 306 00:20:03.279 --> 00:20:07.750 But what if you have and you're asking these kinds of questions? How 307 00:20:07.789 --> 00:20:11.589 much has our podcast impacted revenue this year? How is our sales team actually 308 00:20:11.670 --> 00:20:17.269 leveraging the PODCAST content? If you can't answer these questions, you're actually not 309 00:20:17.430 --> 00:20:22.140 alone. This is why I cast it created the very first content marketing platform 310 00:20:22.500 --> 00:20:27.019 made specifically for be tob podcasting. Now you can more easily search and share 311 00:20:27.140 --> 00:20:33.460 your audio content while getting greater visibility into the impact of your podcast. The 312 00:20:33.579 --> 00:20:37.849 marketing teams at drift terminus and here at sweet fish have started using casted to 313 00:20:37.930 --> 00:20:42.289 get more value out of our podcasts, and you probably can to. You 314 00:20:42.410 --> 00:20:48.049 can check out the product in action and casted dot US growth. That's sea 315 00:20:48.730 --> 00:20:55.160 steed dot US growth. All right, let's get back to the show. 316 00:21:00.200 --> 00:21:03.589 I'd like to kind of round out the conversation for maybe for bb sellers that 317 00:21:03.670 --> 00:21:07.349 feel like we've been talking to leadership a good bit, or maybe giving salespeople 318 00:21:07.670 --> 00:21:11.230 some talking points if they're fighting that battle of I want to produce content, 319 00:21:11.309 --> 00:21:15.549 I need you guys to enable me, or at least loosen the reins a 320 00:21:15.630 --> 00:21:19.180 bit, as you said it earlier. What are your thoughts on if they 321 00:21:19.220 --> 00:21:23.539 are doing this and they're finding ways to bake this content that they're putting out 322 00:21:23.539 --> 00:21:27.579 on Linkedin or otherwise into their sales process? You know you mentioned at the 323 00:21:27.579 --> 00:21:33.210 top of that episode you guys are looking at the clunky buyers experience. What 324 00:21:33.410 --> 00:21:36.849 is some of your tactical pieces of advice for sales people who are maybe you're 325 00:21:36.849 --> 00:21:41.809 already creating content or they're inspired by US getting fired up today to work it 326 00:21:41.009 --> 00:21:45.329 into their sales process in a way that that's helpful and doesn't add to the 327 00:21:45.410 --> 00:21:51.359 clunkiness? Here's what I would say. The when you're producing content, every 328 00:21:51.440 --> 00:21:53.920 single time you're about to hit publish on whatever channel it is, you should 329 00:21:53.920 --> 00:21:59.640 be asking yourself, am I providing value in this content. If you're not 330 00:21:59.839 --> 00:22:06.230 providing value to somebody, don't bother because when it's not value, people don't 331 00:22:06.269 --> 00:22:10.869 care. We especially on Linkedin. We are on there to be educated and 332 00:22:10.950 --> 00:22:15.579 to learn and if, in those learnings it becomes something that makes people want 333 00:22:15.579 --> 00:22:19.660 to engage with your company in Brandon maybe purchase something from you, absolutely great, 334 00:22:21.180 --> 00:22:23.579 but you should be looking to provide value. Number One. Number two, 335 00:22:25.180 --> 00:22:29.099 when I say I don't do anything without recording it, there's a series 336 00:22:29.140 --> 00:22:30.009 that I do on linkedin every once in a while that I call. Let 337 00:22:30.049 --> 00:22:33.289 me ask you this. It's just an old sales term, right. Every 338 00:22:33.329 --> 00:22:37.369 salesperson always says let me ask you this on just about every other phone call 339 00:22:37.529 --> 00:22:41.089 that they have. But where that came from is I have a scotch bar 340 00:22:41.329 --> 00:22:44.799 in my office. At Four PM we turn it into a Scotch bar. 341 00:22:44.920 --> 00:22:48.359 That's the lounge, and I would have sales leaders come in and we just 342 00:22:48.480 --> 00:22:52.359 have conversations. In one day I was sitting there looking at all these cameras 343 00:22:52.400 --> 00:22:55.640 that aren't roll look it out, all these microphones that aren't on and I 344 00:22:55.759 --> 00:23:00.069 thought, why am I not capturing this? Yes, we're having an honest 345 00:23:00.109 --> 00:23:06.150 conversation between two sales professionals. But what is coming out of this is tremendous 346 00:23:06.150 --> 00:23:08.869 value for both of us, and why are we keeping this in this bubble? 347 00:23:10.230 --> 00:23:11.630 So I made a commitment with the guests that come in and I say, 348 00:23:11.670 --> 00:23:14.940 look, I'm never going to release this in full form. I would 349 00:23:14.940 --> 00:23:18.579 never put something out there that maybe you say in jest that you wouldn't want 350 00:23:18.819 --> 00:23:22.660 to have published. However, when we get into a deep conversation about something 351 00:23:22.980 --> 00:23:29.049 that other sales professionals could advance in their career just by knowing today, that's 352 00:23:29.130 --> 00:23:32.250 the kind of microcontent I want to put out there. Why would I keep 353 00:23:32.289 --> 00:23:34.329 that value to myself when so many other people can learn from it? That 354 00:23:34.490 --> 00:23:40.369 takes a one hour meeting with two people and turns it into something that thousands 355 00:23:40.369 --> 00:23:44.559 of people potentially can learn something of value from, and that really has been 356 00:23:44.720 --> 00:23:48.759 my strategy for getting that content produced. The last thing I'll throw out there 357 00:23:48.839 --> 00:23:55.200 before I let you jump in is education around the tools that you can use 358 00:23:55.559 --> 00:24:00.829 to create this content. I think that especially large corporations that have a budget 359 00:24:00.269 --> 00:24:06.910 need to start investing in these tools so that their team can start using these 360 00:24:07.150 --> 00:24:11.859 tools. Cell phone works fine in most scenarios, but there's really no reason 361 00:24:11.940 --> 00:24:15.779 that your office shouldn't have a content production hub where people can go in record 362 00:24:15.940 --> 00:24:21.220 some things of higher quality and then maybe you have an editor on staff that 363 00:24:21.339 --> 00:24:23.450 can go through clean it up, make it look good, keep it on 364 00:24:23.609 --> 00:24:27.049 brand, but let the people be who they are and deliver those files to 365 00:24:27.130 --> 00:24:32.170 them. I think the more companies that start embracing that philosophy or embracing the 366 00:24:32.210 --> 00:24:36.210 philosophy of hiring a team that comes in on a semi regular basis to sit 367 00:24:36.250 --> 00:24:37.599 down with the team and say what kind of content you need to produce? 368 00:24:37.799 --> 00:24:41.039 Do you need to put together some sales videos? Do you need someone to 369 00:24:41.079 --> 00:24:42.920 one videos for prospects? Do you need some marketing stuff? Do you need 370 00:24:44.000 --> 00:24:47.319 some personal brand stuff? How can I help you? The quicker the companies 371 00:24:47.359 --> 00:24:51.640 embrace that philosophy of educating their team about how to use these tools, about 372 00:24:51.680 --> 00:24:53.950 how to be helpful online, about how to build their personal brand, the 373 00:24:55.109 --> 00:24:59.029 more the companies themselves, honestly, are going to benefit. Oh Man, 374 00:24:59.390 --> 00:25:03.630 just dropping tons of fire on I'm a huge soapbox it. Love it, 375 00:25:03.710 --> 00:25:07.900 man, and what you just said. They're really as I said before we 376 00:25:07.019 --> 00:25:11.019 hit record, man, we're just so like minded in what you guys are 377 00:25:11.059 --> 00:25:12.339 doing over there and what we're trying to do, what we're trying to do 378 00:25:12.460 --> 00:25:18.339 for a lot of our our customers and helping them create content for the individuals 379 00:25:18.380 --> 00:25:22.490 within their team so that people can connect with them, because people connect with 380 00:25:22.650 --> 00:25:26.049 people way more than they connect with logos. Back to our linkedin conversation. 381 00:25:26.490 --> 00:25:29.930 But what you just said, they're you know, we've been trying to mirror 382 00:25:30.250 --> 00:25:33.970 something along the lines of what you guys are doing, record those behind the 383 00:25:33.089 --> 00:25:37.279 scenes moments. You know, for a while now we've had a behind the 384 00:25:37.400 --> 00:25:41.920 curtain series here on bb growth and you know, just the other day James 385 00:25:41.960 --> 00:25:45.519 and I were talking about like how I've been organized, using my inbox and 386 00:25:45.559 --> 00:25:48.039 leveraging Gmail labels. He's like that would make a great episode. Right. 387 00:25:48.119 --> 00:25:52.150 And, like you said, if it's what it does is it kind of 388 00:25:52.230 --> 00:25:56.230 unlocks instead of like taking the day to day and then separating. Okay, 389 00:25:56.269 --> 00:26:00.150 what are we going to create content for? What are people looking for if 390 00:26:00.230 --> 00:26:03.789 you're just recording and like wait, that's good, that's good, that's good. 391 00:26:03.869 --> 00:26:07.059 You don't use everything right. We're not saying that, but we're saying 392 00:26:07.099 --> 00:26:12.500 if you have that mentality of always being ready to either record right then or 393 00:26:12.700 --> 00:26:15.339 have a place for okay, this would be good. Next time I can 394 00:26:15.339 --> 00:26:18.690 jump in front of our camera and the media hub. I'm going to do 395 00:26:18.809 --> 00:26:22.210 it and just keeping people in that mindset. Then it's not this forced crap 396 00:26:22.329 --> 00:26:26.170 that was a little pitchy. I need to find something of value. You 397 00:26:26.569 --> 00:26:30.289 train your mind to just look for value in those conversations. But we can 398 00:26:30.329 --> 00:26:33.839 share that. We can share that and you start to realize how easy it 399 00:26:33.039 --> 00:26:37.400 is to scale valuable content when it's not forced and it just comes out of 400 00:26:37.599 --> 00:26:41.440 what you do. Manam Josh, I could continue this conversation with you all 401 00:26:41.440 --> 00:26:45.519 day. Man, this has been a blast. Thank you so much for 402 00:26:45.839 --> 00:26:48.630 for Riffin, for giving us both little time to step back and forth up 403 00:26:48.710 --> 00:26:53.190 on the soap box together. Harm in our man Josh. If anybody like 404 00:26:53.470 --> 00:26:56.589 me, has become a fast fan of yours and would love this stay connected 405 00:26:56.630 --> 00:27:00.430 with you, learn more about what you guys are up to over at sales, 406 00:27:00.470 --> 00:27:03.539 reach, dot ioh anything like that, where can they follow along, 407 00:27:03.660 --> 00:27:07.059 reach out or stay connected? Man, I would love for anybody to send 408 00:27:07.099 --> 00:27:10.299 me a connection request on Linkedin. Please put a note in there right because 409 00:27:10.299 --> 00:27:12.779 I loved to know the context to where people come from on Linkedin. Additionally, 410 00:27:12.819 --> 00:27:15.130 if you want to learn more about sales, reach DOT ioh. That's 411 00:27:15.130 --> 00:27:18.049 the web address. I don't need to say it again. That would be 412 00:27:18.049 --> 00:27:19.970 a little a little cheesy, right, but we do have a bought on 413 00:27:21.009 --> 00:27:23.130 there that we can have a conversation with you and provide you with a quick 414 00:27:23.130 --> 00:27:27.410 Webdamo to see exactly what we've created here. I put a ton of content 415 00:27:27.690 --> 00:27:30.799 on the Linkedin. There's a lot of different series that were producing and putting 416 00:27:30.799 --> 00:27:33.839 out there and again, we're just trying to bring the value right. We're 417 00:27:33.880 --> 00:27:37.079 trying to help people. The last thing that I really want to just throw 418 00:27:37.119 --> 00:27:40.839 out there, because I think this is the number one thing I see get 419 00:27:40.880 --> 00:27:42.920 in a lot of people's way when they're producing content, and I'd like to 420 00:27:44.000 --> 00:27:48.910 leave your listeners with this. If you find something valuable and you want to 421 00:27:48.950 --> 00:27:52.750 tell people about it, don't be afraid that you're the only person that didn't 422 00:27:52.789 --> 00:27:55.670 know it, because, guess what, a lot of people didn't know that. 423 00:27:56.309 --> 00:27:59.539 Your value that you're bringing out there, even if you maybe saw someone 424 00:27:59.539 --> 00:28:02.819 else talk about it. The people that follow you don't follow that person. 425 00:28:03.099 --> 00:28:07.740 They might need to know that right so don't be afraid, just start producing 426 00:28:07.819 --> 00:28:11.980 content, start bringing value. It's going to do tremendous things for your personal 427 00:28:11.099 --> 00:28:15.490 brand, for Your Business Life, whether you own a business or you're an 428 00:28:15.529 --> 00:28:18.130 employee at an organization. It is going to do tremendous things for you in 429 00:28:18.289 --> 00:28:22.130 your in your growth. Yeah, absolutely, Man. I mean you brought 430 00:28:22.170 --> 00:28:25.890 it home really well right there. But I have to add a note just 431 00:28:26.009 --> 00:28:29.359 to bring this, bring this to light to people, because, I'm sorry, 432 00:28:29.359 --> 00:28:32.400 we just keep riffing today. Man. You know, it's the curse 433 00:28:32.519 --> 00:28:34.839 of knowledge. It's like, Oh, this isn't valuable, this isn't unique. 434 00:28:34.880 --> 00:28:38.400 Every body kind of knows this. I on linkedin several months back. 435 00:28:38.440 --> 00:28:42.309 I realize that g sweet, which we all operate in all the time, 436 00:28:42.349 --> 00:28:48.630 if you go into your url bar and literally type Docs, Docs, dot 437 00:28:48.630 --> 00:28:51.990 knew, it opens up a new Google doc without you having to go through 438 00:28:52.029 --> 00:28:55.309 the four clicks and saves you a ton of time. That post like took 439 00:28:55.390 --> 00:28:56.940 off and I was just like, on a whim, like I wonder if 440 00:28:56.980 --> 00:29:00.140 people know about this? I'm probably going to get a yea logan. We 441 00:29:00.259 --> 00:29:03.819 know that. But I did that and I got a ton of new followers 442 00:29:03.859 --> 00:29:07.940 and connections and people engaging and thanking me for adding value, and it took 443 00:29:08.259 --> 00:29:11.730 all of twenty five seconds to post that on Linkedin. So yeah, that 444 00:29:11.970 --> 00:29:15.529 is my example there. I just got to reiterate again what you're saying there. 445 00:29:15.569 --> 00:29:19.650 Josh. I'm really glad that we had this conversation that we recorded it 446 00:29:19.970 --> 00:29:23.640 multiple ways to Sunday. Thank you so much for being on the show today. 447 00:29:23.640 --> 00:29:30.039 Man. Yeah, this was great. Thank you. I hate it 448 00:29:30.160 --> 00:29:33.319 when podcasts incessantly ask their listeners for reviews, but I get why they do 449 00:29:33.400 --> 00:29:37.559 it, because reviews are enormously helpful when you're trying to grow a podcast audience. 450 00:29:37.869 --> 00:29:41.589 So here's what we decided to do. If you leave a review for 451 00:29:41.750 --> 00:29:45.589 me to be growth in apple podcasts and email me a screenshot of the review 452 00:29:45.750 --> 00:29:48.829 to James At sweetfish Mediacom, I'll send you a signed copy of my new 453 00:29:48.910 --> 00:29:52.660 book, content based networking, how to instantly connect with anyone you want to 454 00:29:52.779 --> 00:29:56.940 know. We get a review, you get a free book. We both 455 00:29:56.019 --> win.