659: Live Messaging: How to Avoid Sounding Like a Chat Bot w/ Chris Handy

ABOUT THIS EPISODE

In this episode we talk to Chris Handy, CEO of ClosedWon.

Click here to connect with this guest on LinkedIn.

There's a ton of noise out there. So how do you get decision makers to pay attention to your brand? Start a podcast and invite your ideal clients to be guests on your show. Learn more at sweet fish Mediacom. You're listening to the B tob growth show, a podcast dedicated to helping betb executives achieve explosive growth. Whether you're looking for techniques and strategies or tools and resources, you've come to the right place. I'm James Carberry and I'm Jonathan Green. Let's get into the show. Welcome back to the BB growth show. We are here today with Chris Handy. He is the CEO at closed one. Chris, how you doing today? Yeah, I'm doing great. I'm doing great. Thanks, James, I am. I'm excited to chat with you, Chris. We're going to be talking about live messaging bots for sales teams. I feel like every website I go to now I'm seeing these pop up more and more and more, seeing some really creative ways that people are using them leveraging them, and came across you and your team. I guess it was about a week or so ago now, and your partnering with company called Drift, which is a major player in kind of the the chat bought space, and we're going to be talking, you know, about live messaging and how companies can start using, you know, bots for their sales teams. But before we get into that, I would love to have our listeners understand or why you're the guy to be talking about this. Can you explain what closed one is and what you guys are all about over there? Sure, close one is a company that's going to help start more conversations for your sales team and we'll work directly with with an internal marketing department and internal sales team. We don't have a huge number of bodies sitting around waiting to be your full service agency. That's not really what we're focused on. We're focused on helping empower the sales and marketing teams to just literally start more conversations with their prospects. There's so many people out there that are on your site with questions and these are real opportunities to reach out and it's just up you and us to reach out and start a conversation with it. So are you guys kind of build out the sequences that the BOT delivers, or do you guys actually man like the actual conversations on the back end. How does the service work? It's a great question, James. There are so much, so many folks out there that put all their focus on the the chat bots and when we talked about live messaging, we have to really just sort of take a step back, and I'll get to that, but we had to take a step back and think about how people actually behave and when I talked to when I talk to sales teams, they're doing more business over I message. So it's it's not so much about the chat bots. While we're going to help set those things up, we have to focus on working with the team's helping them be prepared for what's coming. And there's certainly a big shift happening.

It's been happening for a while, but it's happening faster and faster these days in communication habits. So I'm a student of our behavior and social psychology and things like that, and we just see people moving towards the path of least resistance. And so the way we work with with the tool like drift is we go in and we find places to smooth out that friction and to make it easier for people to reach out and for people who have questions to start to ask them, and will all sto help build a knowledge base based on all the all the data that's coming yet there. The opportunity here is amazing for market research and all that. So, first and foremost, where we're helping? Yes, we're helping build out tools and use bots for good and not evil. We can talk about that. But the plain text that goes into these tool what most important. The technology is fairly simple to set up and we've gotten really good at that, but it's the actual messaging hex yeah, the the the text inside of the tool is where people are getting tripped up. That's right, and we haven't even figured out what the right word is for this, but I think it's something like micro copywriting. And Yeah, just a simple one sentence thing could have a huge effect on your business. That goes into a little invitation to reach out, and so we want to start helping companies measure that. I love it. I love it so so, Chris is, we're talking about this idea offline. One of the things you mentioned is, you know, really wanting to dive into that. How do people avoid sounding like a chat Bot. Can You? Can you elaborate on that for us? Sure. So there's two things here. Chat bots are what everyone talks about right now because it's there's a lot of hype around it. So there's a tendency to fill things out and make your bot sound like it's there as sort of this robot third party. And when people are are counting on that bought being there and thinking about it as the first line of defense, they tend to not behave in a way that they would if they got a text message. So a message comes into your website and I'll see, I'll see sales teams sit there typing forever to respond to a simple question like hey, do you have a pricing page on your site? And a lot of companies that we work with don't. We were a lot of inner price software companies, for instance, and some of them have not gotten on board was sharing their pricing, and so this is a huge question. Now my thought is need to have some kind of answer for this, even if you don't post your fill spreads up there, but people will just sit there composing something for a long time. You can see that you...

...know a little typing thing that while you're waiting for somebody to respond. Well, that doesn't that doesn't give somebody a quick answer. But the better response is like hey, bud, glad to talk with you about this, like just super fast. And when we get sales teams and cut and really, most importantly, company leadership on board with that type of actual message, it doesn't have to be completely casual Friday messaging, business casual and still short, to the point, letting them know you're there and you're going to talk through this together. And what I work with companies and they're getting set up. I'll tell folks don't even log in online to these tools, just have it on your phone, because that's how I use it. I will always respond for my phone, sometimes the if it gets into a big conversation, I'll I'll pop it up on my big screen. But when there's something that happens when you're typing, you're tapping away on your or smartphone, that changes the way that you communicate. You tend to be more direct from more to the point, more casual, more human, and that's what people want on the other side. They want to know that they're talking to someone who's going to work with them on this, whatever it may be. Gotta. And so by forcing yourself to respond on mobile, you naturally just understand when you're when you're on mobile, that I guess, it's easier to tell yourself like that it's okay to have shorter messaging and to talk to someone like you would, and you know, in shorthand, via text message or facebook message or whatever. So I love that. I love that hack of you, instead of responding on your desktop or on your laptop, responding actually inside the APP. Is there anything else kind of related, Chris, to better short form messaging that that you've seen companies implement that of that have worked for them? Yeah, absolutely. There's so many ways to respond to people, one of them being chat bots, and I think when people think about chapots, they think about it, like I said previously, as sort of a first line of Defense, and I think that's the wrong way to think about it. When we started to really see results is when we realized that this chat bought is there to help kind of streamline these processes that were painful before. So I look to Amazon for this kind of thing. Right when people think about Amazon, a lot of people will argue that they why we're why are you saying that they have a great customer experience. There is no experience. I think that's exactly the point. They've they've removed all these layers of junk that you have to wade through to get something to your house and to choose a product. At this point, we are yelling out in our home for demanding that...

...something show up tomorrow and it happens. I mean they've even removed the one click by that was so revolutionary. Yeah, so if we think about that and think about what they actually removed, and that's what I look at, was what did they remove? Well, they removed entering credit card details, they removed entering information. Every time they removed thinking about when it was going to come. Right, I don't think about when it's come. When I order from Amazon, I know it'll be here tomorrow or the next day or whatever. I know it's can be here fast. So that makes a default. That is something I don't have to think about because and I can be more of an on demand, just in time kind of operation, personally and professionally. So how can we do this? How can we extend that type of experience? How we take in inspiration from Jeff Bezos and put it right in with how we're communicating with customers. Well, the chat bought in something like drift can be called upon to schedule a meeting right there in the middle of the conversation. So if I'm talking with you, James, and you say hey, what's your Friday look like like, I could do one of two things. I could say, let me get my calendar open and then we could have this this long back and forth, or I could just it's a little button that POPs open my calendar for them to choose a time, for you to choose time. That's how AI and and these kinds of things that people get all buzzy about is helping people now. There we talk a lot about the future, but this is how it's helping people now. If we're not online after hours, the things going to pop on. It's going to want to talk to all right, sounds like we could get you on the calendar. Here's the thing right. Here's the calendar thing. Choose a time. So it helps smooth out those times when when they would have otherwise waited a whole day to talk to us or, in some cases what we've seen, like a week, because people just respond to customer inquiries and it just puts them right there. It allows people to schedule and I think that's the the the the simplest chat bought implementation. There's so many other things you can do, but I was actually looking at a software product that is building their own body and I got to look at their Beta and the default stuff. So you press make new Bot, where you press the big buttons is make new body. It's got all this default stuff and there and it says things like how many people work at your company? Where's your company located? And it's a form. It's a form in a chatbot and that is all simple information. That clear bit just puts into our stuff. We don't need to ask people for that. Yeah, so using bots to gather simple information like that that is publicly available is that's using it for evil. Using it to smooth out processes that are there otherwise painful and need to be done, that's using it for good. Have you seen those really fun looking in pographics...

...at conferences? They're basically a cartoon representation of the main takeaways from the keynot speakers talk. Well, we've started doing those for some of our BB growth interviews. I posted the first one on Linkedin and the response was amazing. There's no way that I'd be able to afford those types of graphics, though, if it weren't for Capa Ninety nine for just three hundred ninet nine bucks a month. Cap of ninety nine offers an unlimited graphic design service, and it really is unlimited. They do all of the images for our blog. They've done all of our pricing sheets. Are Case Studies. They can even handle the creative for your ad campaigns. So head over to be TOB growth showcom design and sign up for their fifteen day free trial. That's be tob growth showcom should design. Your life is about to get a whole lot easier. All right, let's get back to this interview. And so what's one of the best executions of these chat bots that you've seen, whether it's, you know, a client of years or somebody that you just admire that's just really doing this right? Can you walk us through and of what what you see there and why you think it's so effective? Yeah, and I'll tell you. The this is this is such a simple thing that people don't think about, because folks tend to get excited about technology and how this thing is going to replace forms, and even drift is out there saying, you know, don't have any forms on your side. Actually kind of don't agree with that, I think. I think people. Some people want to fill out a form and some people want to talk now. So providing both options is a better service to your customer in my opinion. But do we need to provide a CHATBOT for everybody? Well, if you haven't really thought about what it's for, maybe, maybe, maybe, you think you do. But there are simple things like hr where and you could apply this to anything across the company. But there's there's a thing with hr where they need candidates, they're looking for good people, and putting a chat bought on your on your HR page, on your recruitment page, it's a really effective way to pull in New People, because typically what you see with these recruit recruitment pages or job listing pages on people's websites is a listing of jobs. Here's what's available, but there's not really an easy way for someone to reach out and it requires going and filling out a generic form and maybe it's even really long. Maybe they've they've put in resumes and and you have to fill out a cover letter just to start a conversation. Well, Ye know, I talked to a lot of companies that are grown fast and they want to talk with more people. So putting something like that to get the conversation started on something like a hiring page is an interesting way to start a conversation. Just long enough you can have there a little bit, little bit of information there because you're sort of asking, they're asking for something. So there's a risk or reward...

...thing that going on there. But I I think chat bots are to be used in situations like this as an alley oop right there there. They're sort of a stalling mechanism. Here, play with this thing while I get ready to come and talk to you. So I think you should look to try and come come in and talk with the people who are gaging with these things. If you have one for your pricing page because someone has come on five times you're pricing page in the last couple of weeks and you launch a bought that says hey, what has you interested in this, you gather information and you should have a sales drip that's ready to hop in there in a couple minutes. There's no reason not to have a quick response time we've been working on response time and we got down to four seconds class and that that wasn't that was not because we were just ready to go sitting here with a headset on and at a workstation. It's because we had strategic placement of bots. We jump in fast and we put priority on them and it's certainly paid off as far as building pipeline, and so that's what we're helping companies figure out how to do. I love it. I was telling you offline, Chris, I. You know, there's a company called Branch Messenger and and and I I was talking to them a couple weeks ago and went to their site saw that they had implemented drift and and the question that they had, you know, where most folks just have like how can I help or some some kind of generic question, as the kind of the welcome message on the Chat Bot there's was what was your first job? And I thought that was just such a brilliant execution of a Chat Bot on on a website because it instantly made me want to engage with the BOT because it was a question that was very easy for me to answer and it piqued my interest to see when I answer this, what's what's going to happen next. But so they they had obviously, you know, gone through the work of having different workflow set up and they had an instant response come back, you know, collecting my email in case, you know, in case they weren't able to get back to me right away. But what are your thoughts on kind of getting creative with that initial question that people use to engage visitors on their site? That is I love that example because it is the ultimate icebreaker. Right, it's just you want to answer that question. It's about it's about when I'm on that page. It's about me and it's someone wanting to ask me about my stuff. Right. You go to networking events and if you're the guy that only wants to talk about themselves, then no one's gonna like you. Yeah, so if you want to be the guy that everybody likes, you go and you ask other people about themselves, because people like to talk about themselves. Yeah, so that plays into all kinds of human wants and needs right there. It's amazing. I've got a buddy Ed ed marsh, and he's incredible...

...when it comes to taking businesses international and he's kind of in the in the space and be tob and his set. I've just pulled it up now. It says hate forms and contact US pages. I hear you. This should be easier. Let's chatting, and I think that that's it's just so simple. It's not as much of an icebreaker, but it's certainly plays into what's going on now with people just not want to fill out forms. Like being direct about why this is here and an open about what it's for. Is is a really good idea and it doesn't have to be this big novel. The thing that I like about this live messaging component is just your ability to showcase much more personality in your messaging and and I think that the connectivity that comes with that, the engagement that comes along with that. That's why I'm in love with with Linkedin right now and the engagement that that we're getting on content that we're putting out because of, you know, the way the algorithm marks or whatever, because it's allowing me to show off my personality a lot more than just, you know, put even in our main form of content marketing for our own agency is our podcast, but that's a one way and of push of communication. where I'm Linkedin, I can put something out and get engagement and go back and forth with each person and in each of those kind of replies inside of my comment thread. It's one additional opportunity for me to show off more of my personality, to be to be human in a sense, and that's what I love and what I've been able to do through the live messaging tool, and we use drift as well on our site, and so I just think there's so many benefits. You've covered a ton of them here, Chris. If there's somebody that's listening to this, you know maybe they're maybe they're interested in working with closed wand on and working with you guys to really help them develop what that strategy looks like, how to implement drift, or they just want to stay connected with you. Maybe they've got some questions iron buy you. What's the best way for them to connect both with the company closed one and and with yourself? Thanks, James. The things you just said are amazing and there's some awesome technology coming down the pipe. I mean today even you can have sales reps send any and then that if you click on a link going back to the website, that conversation stays connected to the sales rep is going to be the one appearing on the chat. It's just so incredible how fast the stuff is happening. So for folks that are really looking to get their sales and marketing teams working together on this stuff to have a consistent message, then you know it's probably worth checking out our website. Closed ONECOM'S WO in. And if you're really interested in drift, we've got a new podcast that just came out and we're launching new episodes...

...pretty pretty quick here, and you can find that in the in your favorite podcast APP by searching drift to go, drift to go. So those are two great ways. Is that a podcast you guys are doing with drifters? That as that on your own. We're jinget on our own. It's going to be quick, quick tips, like five minutes. Here's a here's a thing you can go and do today in your drift account and knock out now. Drift to go awesome. Chris will, thank you so much for your time today. This has been fantastic. I really really appreciate your time and sharing your wisdom with us. said. Thanks, loving James. Thank you. I appreciate you having me there are lots of ways to build a community and we've chosen to build the be tob growth community through this podcast. But because of the way podcasts work, it's really hard to engage with our listeners, and without engagement it's tough to build a great community. So here's what we've decided to do. We're organizing small dinners across the country with our listeners and guests. No sales pitches, no agenda, just great conversations with like minded people. Will Talk Business, will talk family, will talk goals and dreams, will build friendships. So if you'd like to be a part of a be tob growth dinner in a sitting near you, go to be to be growth dinnerscom. That's be to be growth dinnerscom. Thank you so much for listening. Until next time.

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