513: 4 Things Sales & Marketing Should Understand About Modern Buyers w/ Mario Martinez, Jr.

ABOUT THIS EPISODE

In this episode we talk to Mario Martinez, Jr., CEO and Founder of Vengreso.

Wouldn't it be nice to have several thought leaders in your industry know and Love Your brand? Start a podcast, invite your industries thought leaders to be guests on your show and start reaping the benefits of having a network full of industry influencers? Learn more at sweet phish MEDIACOM. You're listening to the BE TOB growth show, podcast dedicated to helping be to be executives achieve explosive growth. What you're looking for techniques and strategies or tools and resources? You've come to the right place. I'm Jonathan Green and I'm James Carbury. Let's get it into the show. Welcome back to the BE TOB growth show. Today we are joined by Mario Martinez Junior. Mario is the CEO and founder of Van Gresso. Mario, welcome to the show, Jonathan. Thank you so much, my friend, for having me. I'm super excited to be with you here on the show today. It's a pleasure to have you. I mean, we've tried to we've tried to connect. Both of us have had some some scheduling problems. We finally did it and I'm really glad that we're getting a chance to pick your brain today when we're going to be talking about the modern buyer, how the modern buyer really requires a modern salesperson, and we're even going to relate that back to marketing for for those professional executive marketers in our audience. But before we get into today's topic, Mario, maybe you can tell our listeners a little about what you and the van Gresso team are up to these days. Yeah, thank you very much, Jonathan. Well, we of the van Gresso team. Wow, we've had a whirldwind last probably eight weeks now, so almost eight weeks. You may have seen in the news. I know we follow each other, but you saw about on June twenty we announced a seven way merger of seven different digital sales influencers and content marketing influencers came under one umbrella, which is now called Van Gressoo,...

...and it has been one of the funnest things I've ever done, but by far without a doubt. Jonathan, and my this is my twenty first year in business and business sales and in leading teams. It is absolutely the hardest thing I've ever done was to create a seven way merger. My wife still doesn't understand why I couldn't go with three, but but I chose to go with seven and it's been it's been a lot of fun. It really knocked our competitors off that they had no idea it was coming. We kept it in stealth mode and so I'm very excited just purely focused in on digital sales transformation and helping sales and marketing a line, driving the right mindset, the right skill set and the right tool set in the sales community to help leverage digital selling as a way to be able to connect with today's modern buyer. Well, that's fantastic. That's that's really tremendous about about your success and your merger. Let me ask. I don't I guess we don't need to get super specific about it, but I am curious what you found to be the most challenging aspect of this seven way merger. I mean was do you think that there was a lot of I don't want to say ego, but a lot of people had had different ideas for for the direction? was everyone pretty aligned and it was just kind of sorting out? Okay, you know our various roles. What would you say was one of the one of the biggest challenges there? Yeah, well, I you hit the nail on the head. Absolutely. These are all influencers that have come together onto one umbrella. But here's what we knew. What we knew was two things. As a soloist or as a small business owner, there were two problems that every one of US had. And some of US had been in business for ten year or fifteen years and the end below right, so so. But every single person have the exact same two problems. One, they had a very difficult time scaling their business and too they had in a much more difficult time lever getting leverage that they needed. Right. So and ever, to add on another resource, another person to help out where you're ready tapped out, you've...

...got to sell more to be able to support that extra head count. Well, now, with seven people combined under one organization, it's now divided by seven people in terms of a NIX sales perspective. Right. So the leverage part, you know, really starts to downplay itself by coming together. So everybody knew that they had that album. The the hard thing has been, you know, when you're scaling or comping, you no longer own the decision for everything. Right, and so every single leader that we brought to the table, you had to give them the CEO position of whatever segment of business that they were going to home and responsibility, and that we've we've really stuck true to that right. So you've got our CMO, you've got our chief learning officer, you've got our chief sales officer, you've got our CVO or, chief digital etc. And every person is responsible for that particular segment of our business and they own that decision and you own the good and the bad and sometimes you'll make a decision that others don't like and we just have we have a common thing. We have to stay in our swimling and if we can respect the fact that we were all successful individuals and built, you know, great solid businesses, then we're going to be able to crush it from a marketing and sales perspective on the outside. And that's been probably difficult, because it's hard to stomach when someone says no to you when you used to be able to say yes, right, yeah, all right. Well, that's that sounds fantastic. Mario, obviously you are a digital sales expert and and that's one of the reasons why we're so fortunate to have you on the show today talking about this idea that, you know, the modern buyer requires a modern salesperson. So help me out. What are we kind of what are we talking about today? Yeah, well, that it's a it's a great statement. I use that in all my keynotes that's been floating around now. Today's modern buyer requires a modern salesperson, and both sales and marketing have a role and responsibility and modernized in the sales force and and SIS somewhat may seeing Cliche, but it's interesting that we have such a giant problem in the industry as it relates to salespeople being able to engage with buyers the way buyers want to engage. And if you think about this concept from pure like marketing...

...and sales perspective, what is today's you first have to understand what is today's modern buy are all about, right, and if you can understand that then you can translate that into a modern seller. So if it's okay with you, maybe Jonathan, I can just kind of go through what is a modern buyer? Yeah, yeah, let's break it down. Okay. So, so there's four things that we know about today's modern buyre. Number One, they are digitally connected the average number of connected devices own worldwide average person is three point six four connected devices. Well, what the heck do you think someone is doing on a connected device that is has access to the World Wide Web? I would I would imagine they're swiping left and right just constantly. Exactly they're connected. So they're out there, are they're there on the next thing that we know about a modern buyer is that they're socially engaged and if you look back at the stats, it's interesting. Back in two thousand and eight twenty four percent of the US population had a social networking profile. By the end of two thousand and sixteen it was seventy eight percent of the US population had a social networking profile. That's a dramatic change in just eight years, right, twenty four to seventy eight percent. So now that study included all social networking sites and there's over cut several hundreds and that includes all the dating sites, etc. But if you look at in the business side of things, the major ones we've got linkedin facebook, twitter, snapchat, instagram and the one that people forget all the time, Youtube, right. So so our buyers are socially engaged on these platforms and we know this is true. There are study after study showcasing that. You know, questions have been asked to buyers that and the set of study show like seventy five percent of be to be buyers say that they've used social media such as Linkedin, twitter, facebook or their professional online community to assist them in company purchase. Right. So now we know they're digitally engaged, socially connected. We also know that today's modern buyers mobile attached. All Right, I'm going to ask you a question, Jonathan, that you're going to have to be embarrassed by,...

...but with your listeners. Yeah, but I'm going to I already know the answer this question. I'm pretty pausitive. You're going to say yes, do you bring your phone to the bathroom with you every time? Every time, I do. Yeah, okay. So the reality is, those are listening you're probably thinking like, oh my God, that's so gross. Right. The reality is is we're such a mobile attached society that we freaking bring our phones to the toilet with us and while we're on the pot we are swiping left and right, it up and down. Right. Yeah, and and this is exactly what our buyers are doing. We sleep with our phones next to us on the nightstand. The first thing that we do when we wake up at the morning is check our phones, and often times you might even find yourself under the sheets with the light with the lights off and your and you're on your phone right. Yeah, and the fourth thing that we know about today's modern buyer is that their video hungry. Now the stats show and they're they're they're relatively close in line where wherever you go for to get these stats. But by the end of two thousand and seventeen, sixty nine percent of all consumer Internet related traffic will be as a result of consumption of video, and that that stat shows that it's going to rise to seventy nine percent by two thousand and eighteen. So we've got our buyers that are digitally connected, socially engaged, mobile attached and video hungry. So if that is what you are like, those are your listening and yourself me as well. Why would we not think our buyers are not like that as well? Now we can understand that piece, Jonathan, that that's what the modern buyers like. Now we can turn around and say, Holy Crap, I got to figure out how to actually turn around to become a modern seller to address this burning desire to be fit, to to consume video, the all inclusive, mobile attached environment, the socially engaged buyer and the digitally connected. That's where we go into from the modern buyer and now we transition into the modern seller. Yeah, well, and you know, and I think that certainly the be tob sellers, the be to be marketers. I mean this is not a...

...new concept, but they're taking a lot of lessons from the the BEATAC space, where you would think like Oh, you know my you know, my my consumer, my the the buyer of my service or product. You know, he's just an average Joe. He's just like us. But you know, be to be to be buyers, be to be sellers, are also, you know, we're all still people. We all still had like adhere to this profile that you've broken down for us. Yeah, absolutely, and and. But it was interesting, though, is if you look at the the sales organization, right marketing's job is to help enable the sales organization with the right information, to be able to engage with buyers where the buyers want to engage. The problem is, is nobody's teaching the sales people how to engage and be a modern seller. The other problem that we have is that the sales leadership team. I'm forty years old. I grew up in this, my twenty one year in sales, born and raised in sales, from starting out the software company and ended at my last stop and corporate, which was less than two years ago, as a rvp of sales for the software collaboration company. And everybody who is the forty years an older age. We grew up selling the way we grew up selling. We grew up knocking on doors, the grip cold calling, we grew up email blasting. We grew up going to networking events, shaking hands and trying to find our targeted contacts and then trying to arrange meetings. Now, what you will not hear me say, as a digital sales evangelist, that those methodologies are dead. What you will hear me say, though, to any sales leader that is listening to this program and or marketing leader, is that we know with a hundred percent certainty that they become less effective. The stats prove it, and your sales team, in terms of the amount of opportunities that are entering the funnel as a direct result of cold calling. You're having to make more and more calls in order to be able to get the same level of opportunities into the pipeline. So how do we transition and how do we transform our sales are organization to to become a modern seller? Well, you've got to teach them...

...and you've got to help them develop the right mindset. That mindset is is wait a minute, I cannot just be engaged through one channel or two channels. I have to have an Omni channel approach to my sales process. What does an omnichannel approach mean? Well, a modern seller understands that you're still going to use the phone, you're still going to use email, you're still going to use networking events and you're still going to ask people for a referral. But a modern seller also understands that you're now going to engage with your buyers through social networks, through text messaging, through video engagement, you're going to engage with them through receiving referrals, because you're engaged through providing content out into your network, right, and that's really the difference. And what happens is those that are forty and older, we grew up in the old school way. We just don't understand how to use these tools, and that's why it's so important to develop the right mindset, to shift to say, Holy Crud, I've got to change the way I'm engaging with my buyers, because by buyers are there, they're scrolling on the pot just like I am. Right they're sleeping with their phone, just like I am. And so I've got to teach my my people the right mindset, then help them develop the right skill set and once they've got the right skill set, you give them the correct tool set to engage in a digital fashion. Yeah, yeah, I love that. And Mario, what does that relationship look like then, between the the modern marketer and the modern seller, kind of where what you know? Where is that? Where is that handoff? Where is that synergy? You know, what does that relationship look like? Yeah, a great, great question. It is a multifaceted approach and there's no one line of delineation that says, okay, marketing, you're going to own this and sales, you're going to own this. This is the truly the the moment in time where marketing and sales are going to sit down, and we're not talking about going to your social media manager and saying, Hey, I heard that...

...social is a new way to do it. Can you teach us some social stuff? Ain't no, because, guess what, a social media manager. No offense to our listeners whose social media managers, but you have never actually carried a bag and carried a quota to teach a salesperson how levers is channel right. So that's not necessarily the right solution, although it is absolutely a critical element to have social media engaged to help your sellers. Really, what you're looking at is you take the marketing side and you say marketing step number one in turning our sellers into a modern selling organization is that we have to develop the right, correct digital brand. So, Mr Modern Marketer, you understand that you do this on your website today and that you have to have a website that actually speaks to your buyer every time they come in, and your job as a marketer is to ensure you convert from website visitor to actually top of the funnel type of activities, lead, magnet, white papers, ebooks, whatever the case might be. Marketing does this on a one too many the macro level approach. But guess what, the channel that marketers are forgetting that is as large and as productive and, if not fills, at least generally, fifty percent of the sales funnel in many cases is your sales team. So why would you not go out there and help rebrand your sales team, to turn their profiles, which is what what we do Advan Gresso, is help turn these profiles, these digital profiles, from a resume into a resource with calls to actions and content that your buyers are looking for and all are going to look you up when you engage with them. So that's step number one. Step number two then comes into the concept of now you have to develop a content strategy that's supports your salespeople engaging with buyers at all levels of the buyers journey, from the beginning to the very end, to building relationships, to actually creating discussions right, and many marketing organizations do a good job at that, right in the content strategy piece. But then you get into the content distribution and the teaching your reps how to actually distribute this...

...content and teaching them actually how to engage, how to prospect, how to connect, how to actually use all this data to pinpoint laser focus activities that drive the most important thing for a salesperson conversations. Yeah, and and that's where you really start bringing together the marketing and sales alignment and and understanding how critical that is to driving actually modern sales success. Perfect. Well, Mario, obviously you are an expert in this field. You had mentioned than Gresso and the amazing work that you're doing turning, you know, I forget exactly how you phrase it, turning these online you know, quote unquote, resumes into a resource and actually teaching people how to engage. So if any of our listeners are want to follow up that want to learn more about today's Today's topic, they want to connect with you, they want to learn more about Ingresso, or they even Maria, you have, you have your own show, if they want to tune in, what's the best way for them to go about doing all that? Yeah, thanks, Jonathan. To couple areas. One then Gresso, VN Greesovan GRESSOCOM and we've had some great, amazing resources on there. You've also got the selling with social podcast and the social business engine podcasts and conversations with Phil. These are all centered around sales and marketing podcasts as well. And then also just reach out to me on Linkedin. I am a social media feene and I will connect with you. Just say you heard me on a Jonathan Show here and I'll definitely be happy to connect with you and I send me any questions you like. Engage with me on Linkedin, engaged to me on twitter at em underscore three. Jr and and Mario may even be in the bathroom at the time. Who knows exactly? I just won't tell you. Well, Mario, thanks again so much for your time today. Was a pleasure having you on the show. Jnathan, thank you, Buddy. I appreciate you having me. Thanks for having...

...me. Very much appreciate it. To ensure that you never miss an episode of the B Tob Growth Show, subscribe to the show and Itunes or your favorite podcast player. This guarantees that every episode will get delivered directly to your device. If you or someone you know would be an incredible guest for the B tob growth show, email me at Jonathan at sweet fish Mediacom. Let us know we love connecting with be to be executives and we love sharing their wisdom and perspective with our audience. Thank you so much for listening. Until next time,.

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