769: Humanizing Live Sales Chat in a World of Bots w/ Chris Handy

ABOUT THIS EPISODE

Recorded on location at the 2018 #FlipMyFunnel Conference in Boston, in this episode we talk to Chris Handy, Customer Marketing Leader at Drift.

Click here to connect with this guest on LinkedIn.

... 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 be tob growth, a daily podcast for B TOB leaders. We've interviewed names you've probably heard before, like Gary Vander truck and Simon Senek, but you've probably never heard from the majority of our guests. That's because the bulk of our interviews aren't with professional speakers and authors. Most of our guests are in the trenches leading sales and marketing teams. They're implementing strategy, they're experimenting with tactics, they're building the fastest growing BTB companies in the world. My name is James Carberry. I'm the founder of sweet fish media, a podcast agency for BB brands, and I'm also one of the cohosts of this show. When we're not interviewing sales and marketing leaders, you'll hear stories from behind the scenes of our...

...own business. Will share the ups and downs of our journey as we attend to take over the world. Just getting well? Maybe let's get into the show. Welcome back to the B tob grows show. We're here today with Chris Handy, customer marketing leader at Drift. Chris, how are you doing today, man, and I'm doing great, Logan, thanks for having me on. Yeah, as we record this, were sitting here in drifts back yard in Boston. We are recording at the flip my funnel conference and you're getting ready to present here in just just a little bit, right. Yeah, probably in a couple of hours here. So we stole off some time and found a back room. I think there's a mob bucket right over here, so hopefully we don't get kicked out, and we found a quiet spot for the podcast in you. That's all the matters. That right. The the audience will find their way to it's getting it's much nicer, all right.

Well, we are going to talk about humanizing sales chat. Right in a world of BOTS, which you're getting ready to present on. There probably be places people can find this chat elsewhere online after the fact, sure, but walk us through what you're going to be talking about and breaking down that concept for us. Sure, so they gave me ten minutes to tell people about how to do conversational marketing basically and balance the human side of chat and bots and all of this stuff. And we get a lot of fear from people that are worried about how do we deal with chat bots? When do we jump in and what's going on? So really trying to help people understand how to balance the two things and do that in ten minutes. So I sat down and I I did what all good people do and Google talking points right how to, how to build talking points, because I had to turn those into Nikki and and I found a great web page that said look,...

...boil it down to just a couple of things that people can walk away with. So I did that and I think these are a couple of things that people already know Logan, that that they can really just sort of uncover and start to use again. Yep, that maybe we've forgotten because we get so deep in our own stuff and and start using our own words all the time, and we were responding to emails and and it's just so easy to get sucked in to the vibe of our own business that we forget that people out there are just trying to figure out how to get through their day right, and it's easier than it seems. Yeah, right. So there's there's a there's three things that they're going to be in the talk and we could talk through a couple of Yep, you want. So the first one we've talked about a little bit in the past and again, as you mentioned, is something that we're probably already thinking about, but that's in the area of response time. So tell us your main takeaway there that people need to be thinking about in this world of bots. Right. So, I mean, if you don't know that the reason people are asking you a question or on your...

...side is because they have something that they need to accomplish right now. So if you put them through an experience where they're waiting days, weeks or maybe never to get a response, then that's not helping them do anything. It's certainly not helping you meet your quota or get your number or where, however it is that your measure. It's not helping you keep your job or grow the company. Right. So how do we get in front of those people when they need it right now? So responding faster is just something we need to do now. We talked a lot about fast response time on a previous episode when I was talking with James Right. So you can refer back to that for literally how to be a fast responder as a human. Right. And we talked a lot about pulling out your phone, using your phone as you as your ultimate whip, right, like I think about Indiana Jones's whip as as this weapon. I think about literally, like how can I use my iphone as my sales whip? So now we have these bots, right,...

...how can bots help alley you that response time and be there when I can't be there in thirty seconds? Right? Yeah, it's not, it's not. It's as instant as as being there just in the in the next five seconds when they ask a question. But look, if a BOT can help in thirty seconds, help people understand that you're on the way, or if the BOT can do the job of ending their journey or their search for an appointment or whatever it is they're trying to accomplish, then we've done the job. So that's the that's the important things. Make sure that you have something set up that's a fast responder, right. Right. And so your next advice to people is basically let the BOT be a Bot and you be you. That kind of goes into that alley. You analogy that you're that you're talking about there. So tell us a little bit more about that. Right. So I set up a minimum viable BOT. I'm going to talk a little bit of Palth Dry. People talk about being an MVB, right right, minimum viable BOT. We see people trying to like they designed this...

...complicated bought before they ever launched anything like the important things, just to get something up right. Most of the most of the use cases for Bots, at the beginning especially, are get more sales appointments, qualify leads, that that sort of thing. These are very simple use cases to get up right now. Right in fact, that drift. We've got just plug and playbots. You can get started with it, customize the language slightly, but you're not setting up any new logic. So you're just setting it up, get it going and then see how it fails for you. I wouldn't expect it to fail to terribly much. But what's going to happen is people are going to ask a question and then you're going to learn something new that you hadn't thought about before. You cannot predict every possibility. So don't try and jump in and save the bought every time somebody, somebody engages with it right it. Just let it do its thing and when it has, when they ask or they kind of navigate that way for a live conversation, be that person that's there. But when they don't, let it. Let it do its...

...thing. You can always reach back out to these people because in many cases they're being identified. And just improve the BOT over time, because what we're really looking to do is add a second shift in a third shift of ourselves and repeat ourselves over and over. We're trying to scale us, but we can't do that if we don't know what us is right, because humans we make decisions on the fly, thousands and hundreds of thousands of decisions on the fly. But if we don't start to codify some of those decisions by using our learnings and improving the BOT, will they know what they are? So if you're in, if you're jumping into soon, you're actually short circuiting that that learning right and you're you're reducing your are you're keeping your self from really scaling and being able to use that bought more effectively. That's right. In the early days. Watching it fail is a good thing so that you can evolve it every day to and take some time, five ten minutes every day, see how we can improve this bought. Not a bad way to get...

...going. It's story time, and this growth story is about search engine marketing. Okay, so the story revolves around e sub, a project management SASS company specifically for subcontractors. Even though e sub had incredible customer attention, they struggled with growth. Being a niche service, they discovered that there was little demand expressed for their solutions within search engines. To take on this challenge, E sub hired directive consulting, the BB search marketing agency. After refining targeting, pre qualifying clicks with an add copied and developing custom landing pages, directive was able to increase e subs marketing qualified leads by seventy one percent while decreasing their cost per lead by sixty five percent. I have a hunch that directive can get these kind of results from too, so head over to directive consultingcom and request a totally free custom proposal. That's directive consultingcom. All right,...

...let's get back to this interview. Yeah, I think that's good advice. I think there's you're probably seen a lot of people that they want to get everything perfect before yeah over, engineer it, have a big reveal, say we've got the perfect Bot, and then they get disappointed if something isn't set up right. It's not going to be all perfect. Right, life doesn't work that way. We can't predict every possibility. So let's just accept that fact. Get it going, make it a very single purpose Bot and then look for how people try to use it and then build ways for it to work better. Follow up, following your customers along. I like that. So the last thing that you were talking about is okay. Now you're ready to jump in and you're thinking about how am my messaging and here tagline is, you know, messaging an emails right, all us. Tell us about some of the mistakes you see maybe people are making, or some of the assumptions people are are making when they're jumping into using conversational marketing, this type of messaging for the first time, and where they could, where they could not take better advantage of this platform to ten hands their messaging right. People think way too hard about responding to a message that comes any if you ever...

...send a text message and waited days for response or worse, watch the little type thing, you know, a little type of Huh, well, three dots. So it's going for a while and it's so you keep your phone out and you're kind of watching because you think it's going to come, like the next response in the conversation. But then it's stops and then a second later it starts again, you know, and it's furiously typing again and it's just wow, they are still typing. Can you believe it? What are they typing here? It's some epic email and we don't like that in text messaging and we certainly don't like that in a business context. So the best response to an incoming question is something like hey, and I mean that absolutely literally. It could be in your business voice, it might be high right, maybe it's not as casual as hey. If you don't want to be quite so bold, I like to use the words business casual right. I mean right now I'm wearing jeans and a jacket, a blazer, and I...

...know that's fine for me. Right. In most cases I can show up I'm from Texas, with an excuse saying look, I don't know any better. So that tends to work. But you know, whatever it is for you. But it's not about the words you choose, it's that you choose to split them up and have less or less words in each message and far more messages. So if you're going to ship off eighteen sentences, make it eighteen different messages, right. So say high, that's a great question. Send that. I'm going to get the answer for you. You go and and little things like it's never, I don't know, it's what a great question, I'm going to go get that answer right. Those are completely two different contexts. If you send in a note to a company and they say I don't know, it's like what if they log off right now and they never come back? That's the end of that come were saying, yeah, they'll tell people that they will. They they don't even know what they're doing over there is but if you said, look, I don't that's a great question, I'm going to go find out, then there's never any confusion that...

...you were going to try and solve. That probably are going if they have locked right, so, and they've got instant gratification, feedback and feedback, as opposed to seeing the taking bubbles. Right. Yeah, thats go and find the answer. If people know you're on this, that's all you have to do. Just let them know you're on this and just make sure that you you continue that communication and you could say, Hey, look, I'm going to walk away from the computer for five minutes. Can you leave this tab open on your screen? Are you going to be around? Yeah, like it refract about what they're doing. Yeah, say, look, I'm going to walk away. I don't want to have to check in and constantly tell you I'm going to be here for it, like over the next five minutes, because I know that that could be annoying. Do you want to just leave? Are you going to be around? Okay, I'm going to come back and your little screens going to flash right, so just just check back in and I'm going to I'm going to come back to answer or Hey, you got me, email you or call you, like just like your you're a person, I'm a person. Let's get to the bottom of this or let's figure this outlet's hop on a call. What whatever this is, and it's not always about supported. It's it's about sales, about getting demos, about driving revenue. So let's get it fixed, let's get this going...

...and let's do it now, and that's that's the most important thing, because we want to scale ourselves and we want to do it as soon as we possibly can, and I think everyone in the room is going to be able to relate to some of those things. MMM, awesome. Well, Chris, thanks for sharing with our audience. Hopefully your presentation is valuable for the audience down the way here in just a little bit. I'm sure it's going to be. So I appreciate you taking some time and share and again with the B Tob Growth Audience for folks that want to reach out to you stay connected. You recently made a move, so why don't you let people know what would be the best way to reach out and right, stay connected. Right. So, I'm over a drift, though, and you can find me or you can shoot me an email at handy at driftcom, and I've got a new newsletter I'm starting a drift, so I'll if you want to touch with me handy at driftcom. Awesome. Thanks for being on the show, Christ thanks. Look, there are lots of ways to build a community and we've chosen to build the BEDB 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 would likeminded people will talk business, we'll talk family, will talk goals and dreams, will build friendships. So if you'd like to be a part of a BEDB growth dinner in a sitting near you, go to be to be growth dinnerscom. That's BETB growth dinnerscom. Thank you so much for listening. Until next time.

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