795: How To Leverage In-Person Meetings For Maximum Value w/ Jake Joranstaad

ABOUT THIS EPISODE

In this episode we talk to Jake Joranstaad, CEO of Bushel.

Click here to connect with this guest on LinkedIn.

Are you struggling to come up with original content weekend and week out? Start a podcast, interview your ideal clients, let them talk about what they care about most and never run out of content ideas again. Learn more at sweetfish 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 vanner 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 Pactics, they're building the fastest growing BB 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 CO hosts 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 attempt to take over the world. Just getting well, maybe let's get into the show. All right, guess we like to welcome Jake Jordan's dad to the show. Jake's the CEO of bustle, based in Fargo, North Dakota, and I'm really excited today because Jake sells to an interesting mark it. Think we talked a lot about high tech and we talk a lot about, you know, these different markets that we are targeting or selling to or marketing, and this one in particular is a is a different animal, but we can actually learn a lot of interesting things from and he and I were talking before the show. So, Jake it give us a little introduction into what y'all do their Bushel and and who you're selling to today. Hey, thanks for having me on REX. Yeah, so grew up in North Dakota. If you're from the Midwest or no people from the Midwest, agriculture is pretty deep in our roots and you know, growing up around the farm, a lot of the team here at Bushel's been on the farm growing up. We realize there's this big opportunity and agriculture...

...in particular, we think supply chain, Saturday or culture. So not maybe on farm technologies, but what happens next when a farmer produces a product, a good their crop. From that point for what's being done in technology, and we saw this big gapp a lot of stuff being done on that in that world's pretty much from the s you know, right on the today doesn't look a whole lot different than it did twenty years ago. And so that's where bushell came to be and we had this idea that maybe we could figure out how to connect the farmer and their local co op or elevator or ethno plant or mill processing plant where they sell their product from the farm to to that that company, that aggro business, and and help them do better business together, where there was this missing piece, where it was just phone calls and paper. In the past. You get you bring your truck load of grain into the elevator, you deliver it and you get this receipt like you would get out of the grocery store. And thing is, though, that...

...for a farmer that those receipts are majority of, vast majority of their revenue for the years come. Sure, and there was no digital way to receive a receipt. There was no digital way to go out and active productively get that information for your farm. And so you were making decisions on stacks of paper that may have been in the back of the room. Maybe your contracts from six months ago there's somewhere back in your office. But you know, how do I get maning? That matters when we're right in the middle of the season. So that's what Bushal came to be. So we've automated the data from the elevator to the farmer through a mobile product called Bushel, and each elevator gets their own brand and we go out and we sell to the elevator. So a lot of people, when we talk about agriculture and technology, you're selling to the farmer. In our case we sell to the egg business, the elevator, the general manager, who has a profile a lot like a farmer. Sometimes they are farmers and they run the business. So we kind of a whole situations. But really that's where it's a bet. Tob Sale is direct to these companies. They make a company decision, or...

...a CO OP board, maybe a board meeting, decision to buy Bushel for their elevator and that's the business that we're in. But, and I love this, I think this is a very interesting market and what you're learning there can be applied very broadly. And so one thing that we talked about before the show is that there's there's a big push in business today to be international, to be global, to be digital, to be separate. But what you're you know you want to talk about today was the idea of shaking someone's hand and what that means for a business. Why does that still matter when you break some of that down for us? Yeah, and of course, you know, thinking about in person meetings and and shaking hands and meeting people, it seems old school and of course I ever culture is a little bit more old school that way. I still think it's a hundred percent applicable across to be a kind of wherever you are. So we think it matters. Thinking about Bushell, we've had majority of our sales have had at least an in person meeting. Some of them we've been able to close with our every meeting that team. We've done video calls, are presenting the product and demo...

...over video chat. That that's all good, but what we've learned is sometimes what wins us to deal over a competitor is being in person, being willing to come out and meet people, even if it's just one time. So we believe heavily in that and you know you I could talk a little bit about this, but I think there's some ways to do it right where you're not over, you know, overdoing it and having to spend all this time and money traveling. A lot of companies as are trying to scale. You might have a good travel budget but you can't afford to go to every meeting in person. So there's got to be a balance there of how to make that meeting valuable. A lot of times we only have one in person meeting if they're not in our immediate area. Well, do one person, one in person meeting. That will turn out to be really valuable. Now and I think their risk here is that will think of every time we want to have that one meeting right. Let's say we're just going to pick one meeting in the sales process. We are going to make it that closing meeting right where we come in hot and heavy, we've got the were ready for signatures. How do you pick which meeting you choose to be in person? Because...

...if you're you know, if you're being careful about your budget, but or really also being cautious of the other person's time right like you don't want to take up their time. You know in person there you know more significant contribution of time from each party. So how do you choose which, which meeting you schedule in person? Yeah, so what we've learned, I think, so far is we've been doing this for about two years of the product with Bushel. We've got about sixty companies who've signed on. So we've done in a sixty times? Sure not at least. What we find is that if you go in the early part of the sales process, if you're in person, unless it's just dropping in, which I can share about how we kind of do that around maybe another more important meeting, it seems like you spend a ton of time trying to do something that you could have done in an email and one all and you don't. Ever, you'll never get to the clothes on that first meeting, it's pretty likely. And even if the meeting goes really well and you've never been before but they're so excited about the product, you still don't close very fast. It still takes that time. They got to go through their decision process. You might have want some internal, you know, resources on to your team and saying hey, we want to...

...get this, but it doesn't make the closing happen any sooner by going early. So what we do is we set up, you know, a call. Obviously we're probably our initial call, reaching out or an email get a set up will do. Ideally we've done a demo to some stakeholder just want ahead of time or their bought into the product. They get it. And what happens in an in person meeting is it's dut as a little bit more important when a company's coming from out of town. So for us we're coming from Fargo to somewhere else in the midwest or on the East West Coast in agriculture, mostly Pacific northwest for us, is where we're at when we're going out there. They'll bring in more people into the meeting. So they're going to bring people that you haven't met yet. So you can't really prep them. But what you need is your internal advocate for you for that at the company you're trying to sell to. You needs to be bought in and wanting to push this product. That person will prep them. They'll tell them how excited they are about this company is coming in and if you have that coming into that. Maybe if you call it the closing meeting, maybe it's kind of the middle of the sales cycle. You come in now, you've got...

...somebody who's championed it internally and you meet and you're presenting. There's some people who've never seen it before but they're already sort of having this bias towards hey, this is probably a good thing for us. That's way better than starting from we don't believe in any we don't know even know who you are or what you're here for, and trying to run a meeting that way. So sure that's how we do it in from there, you know, thinking about making those meetings and effective. Will set up that meeting ahead of time as a maybe it's middle the sales process. Will set it up and then we'll make that our based meeting and move other meetings around it so we'll have bookends. So that meeting maybe we will do a couple drop insto prospects on the way there, for driving or flying in and having to drive somewhere lot times in the Midwest. Of course you land in the airport, we still have to drive six hours to get to sure, and then you know, on the other side of that meeting. Maybe we'll do a couple drop INS to customers we might already have and just shake it hands in obviously, in agriculture these guys care about relationships. We believe the relationship between the farmer and their customer and the company they do business what is important. So for us to...

...be there, shake at hand and even leave something behind, that's important for us to do. Today's gross story is all about search engine marketing. The company were highlighting is sentinel one. This challenger Cybersecurity brand was set out to disrupt the endpoint protection space. Their brand was top notch, their product was innovative, but they were struggling to gain traction online and an already developed industry. Then they found directive consulting, a B toob search marketing agency. Within the first order of working with directive, Sentinel one was able to increase their organic traffic by a hundred and twenty eight percent and overall lead volume by an outstanding two hundred and fifty one percent. I have a hunch that directive can get these kind of results for you to so head over to directive consultingcom and request a totally cree custom proposal that's directive Consultingcom all right, let's get back to this interview. Yeah, so something I wanted to draw out there that...

...you mentioned was that you use, you know, you get this this very important meeting that you've set in stone. Basically you've got this anchor meeting and then you're coming around it. Yeah, so you've got in the book ends. I really like that idea of okay, let's take what could be an inefficient use of time very effective use of time. will say what could be seen as inefficient use of time and let's make it more efficient. Let's let's say, okay, we're driving from Fargo to this place. How many stops along the way? And you mentioned before the recording here, that both prospects and customers, and so that idea of the additional you know inperson touch. Look, we may not spend four hours together because I'm headed to another meeting that is going to be a little bit longer and it's further away. That's that seems like a very important thing to mention as we look at how do we make these the most efficient use of our time. So, you know, I love that. That's great. So thinking about that, just to play on that point. So another thing that happens when you drop into a prospect and you're saying, Hey, I'm here for another meeting, they know...

...it's probably it maybe a competitor at least so many down the road that's looking at this seriously. Sure now, Oh, I'm interested to it's kind of the spear of missing out of this foremost syndrome of wow, you're here for another meeting and and then you know on the other side drop it in the car. Sometimes they're just really happy to see somebody that they're working with and they'll tell you some great feedback. Usually you can collect me in a meeting with the current customer. You just drop in and say hi. And for us we like to leave something behind. Share a little bit about this idea that we have with with beer. So in air culture beer is pretty important thing for farmers, for these guys. First off, we produce it in egg and and obviously we love consuming it. So what we did was we went to our local craft beer company, which anybody could do this and they do. They have a pretty big canning operation and we design work with them. We designed a label, a Bushell Company label, that we did about three hundred cases of labels and then we can make a run. Whenever we...

...ask them, they'll kind of plan out a run of Beers and we won't do too much at once, but maybe a few hundred cans. We just did recently and we have a little six packs and we can't chip them, which is annoying. It would be great to be able to ship back to every customer here comes on. But but what we'll do is we'll throw them in the cooler in the car and we'll be driving to a meeting and we'll just drop in drop that six pack of bushel branded Fargo Brewing company beer at the location. Maybe leave some sales material behind if it's a prospect, if it's somebody we already know, hey, just drop the car off, make sure they have your information after they've bought the product and they've got a sixpack to have after work. So that just makes a huge impact. It did it this weekend on a family trip. I just dropped into a potential customer and left the six pack and they usually they'll send a tweet out about it, a picture. Hey, Bush'll so beer for us. The whole team gets excited about that. So that's something that we do that, I think really makes a huge impact. Even if it means nothing to the actual product, it makes a difference in the relationship. Yeah, I think this is great that you're mentioning some things that not only help you stand out but help...

...you to maximize every minute, every ounce, every yeah, fluid ounce of the trip right that you can get the most out of this thing so that you don't have to look at it as a waste of your time or just, you know, if this deal doesn't close and I did nothing on this whole trip, and there's a lot that that happens in between when you leave and when you get back home. I think it's really impressive and a wise bit of advice for those who are listening. So, Jake, this has been great. If there's anywhere people can find you online, I'm sure they would love to hear more about what you guys are doing today. Where can we find it? Yeah, we've got our website for bushel is bushel dot a B to Schl Dot AG. That's the latest and greatest one's going with the product and who's got it. If you're a farmer and you're listening to this, ask your local elevator about Bushel. That's kind of how you can learn more about it. They might have it, they might be buying it from US soon. And Yeah, that's a little bit. That's a little bit worried more about where you can find information on us and you can screach...

...out from there. Very good. All right, Jake, thanks for being on the show. Thanks for having me. REX appreciate it. Becoming a thought leader doesn't just happen. If you want to build a strong personal brand and extend your reach online and offline, you need a plan. Want help developing yours. CHECK OUT IMPACT Summit. This one day event is bringing together best selling authors, professional athletes, influential CEOS and emerging entrepreneurs, all for one purpose, to equip you to lead, influence and inspire. Whether you're looking to build a lasting legacy with your business or extend the reach of your brand. Impact Summit speakers will share inspiring stories and practical lessons to help you on your way. Did we mention a session on launching and growing a podcast? You guessed it. You'll hear from sweet fish media's own James carberry during that session. You won't want to miss all of these influencers and leaders coming together in Salt Lake City on October thirteen. Ready to learn more? Check...

...out influencer ink dot CEO impact. Some be tob growth. Listeners can get fifteen percent off the price of their tickets for this event by using the Promo Code Sweet Fish. Sweet Fish, so use that code, get your tickets today and get ready to grow your brand and your influence at impact summit. Two Thousand and Eighteen.

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