July 13, 2025 • 16 mins
OnDeck's Justin Brady asks the tough questions about sales incentives and customer relationships. Discover why memorable beats monetary and the three pillars that drive results.
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Speaker 1 (00:05):
Apoche Production.
Speaker 2 (00:12):
Hello, I'm Naomi Simpson and Handpicked Season five is here,
and the entrepreneurs this time are not going easy on me.
Those questions just keep coming, whether it's about building a
brand in a taboo subject or what about sales, Oh yeah, sales, sales, sales.
We're all trying to find more customers. And what about
(00:34):
changing customer demands or balancing high tech with high touch.
These entrepreneurs and business owners are really really asking the
questions that will help every business owner and their team
just get more ideas on how to cope with everything
they're tackling in the day. Now, new episodes drop every Monday,
(00:58):
and remember to subscribe so that here the next Motus episode. Anyway,
join me on hand Picked on Mondays. Welcome to hand Picked.
I'm Naomi Simpson and today I'm joined by Justin Brady
from on Deck.
Speaker 1 (01:15):
Now.
Speaker 2 (01:15):
On Deck has been supporting small businesses for close to
a decade, and Justin's asking me the hard questions about
sales incentives and customer relationships.
Speaker 1 (01:25):
Why do some fail and why do some work? Let's
dive into the science of sales.
Speaker 2 (01:32):
Justin, it would be really great for you just to
give an introduction to yourself, and then a little bit
about the business.
Speaker 3 (01:38):
From an on Deck perspective.
Speaker 4 (01:39):
I've been with the company almost ten years, basically from
day one, bringing and supporting on Deck into Australia to
really support that core group of Australian small businesses that
is fundamental to our economy. So you'll probably notice I'm
super passionate about small business, and pretty much everyone in
this company is. It's kind of a prerequisite really wanting
(02:02):
to drive innovation and things that support market So on Deck,
specifically small business Lender doing some really amazing things in
terms of leveraging technology data to give a really seamless
and fast decision of small businesses to provide them capital,
which you and.
Speaker 3 (02:20):
I have spoken about. It really gives.
Speaker 4 (02:22):
Them back time to focus on what they really care about,
which is their own business.
Speaker 2 (02:26):
Yeah, and I guess the really unique offering is around
the speed and how fast it is, so I think, look,
it's terrific.
Speaker 3 (02:34):
Now.
Speaker 1 (02:35):
I have been working with you for a while.
Speaker 2 (02:37):
In fact, on Deck engaged me to do some marketing
workshops and so forth for their business, So I mean,
I'm kind of setting you up with some Dorothy Dixes,
but what questions do you want to ask of me
that you'd like to share with a broader audience.
Speaker 4 (02:52):
Look, we've touched on this many times, and you know,
sales and marketing to me are kind of one unit,
and with that, there's often this really kind of big
buzzword around sales incentives and really to drive that core thing,
which is a new customer acquisition, whether it's in the
small business space that we work very heavily on or
the broker community. So my first question is probably centered
(03:15):
around that. So in your experience, what types of incentives
move the needle for sales teams today especially compared to
what maybe worked a decade ago, And is there one
that really stands out for you.
Speaker 2 (03:27):
Yeah, there's different sorts of sales and incentives. There's sales
incentives internally for your team to get them inspired. There's
sales and centerves for your channels, for brokers in your instance,
or distribution partners in other people's businesses. But there's also
consumers and how you're driving engagement. And really what you
(03:48):
want is to stand out, and that is the hardest
thing is to capture people's imagination.
Speaker 1 (03:55):
And clearly, like I didn't.
Speaker 2 (03:58):
Ever think of this, but back in the day, I
was doing marketing consulting back then as well, and I
was contacted by one of my clients. I said, look,
they wanted me to design a sales incentive program. And
I said, look, I'm too busy now because I'm the
CEO of Red Balloon. And they said, well, what's this
Red Balloon and I said, well, it's experiences and they said, well,
that could make a great sales incentive. And I went
(04:21):
to see them and they said, look, you'll have to
be national and I only have fifty experiences in Sydney
at the time. And I said, well, I'll go national
if you'll be a case study. And you know about
that because I always say, would you be a case study?
And they said, we will if you're any good. And
they had quarterly sales incentives with their distributors and basically
(04:43):
every time they sold this certain important kit, they were
getting effectively a Red Balloon voucher to a certain dollar value,
but they could earn more and they can add them
all together. And they ended up running it for six
quarters in a row because it was the most successful.
And the reason why it was successful was it was
different and before offered their own product, which was effectively
(05:07):
really a discount, and what they wanted was people to
talk about the program. In their industry, it is the
talkability that makes the difference. And I designed another program
for an IT company, and their challenge was, unlike the
way you think of integrated sales and marketing, it's all
(05:30):
just about the customer journey. Unlike you, this particular company
had a silo between marketing and sales, and marketing was
always trying to get case studies and testimonials or getting
customers involved with their communications, and sales were like, no, no, no, no,
they're my customers. I'm scared of what you might say
(05:50):
to them. I'm not introducing you. So they managed to
get one of their sales people to pass over a lead,
and what they did was send in I think it
was a Ferrari or it might have been a Lamb
drive day. If you don't think that got the attention
of all the salespeople because he's then bragging about is
(06:13):
this and then there's the photos and here I am
on social media and they said, well, why did they
give that to you? And they goes, oh, I just
referred them a lead, and it really changed everything for
them in terms of how they got sales and marketing
kind of to work together and really feel that they
were on the same team. So I guess it's I mean,
obviously I'm biased because of Red Balloon, but it's how
(06:36):
do you get people talking about you? And it has
to be out of the ordinary. So I do see
a lot of sales incentives which effectively are a value
gift card and people just you know, buy anything with
them and they never even remember them. It's got to
be memorable and have that talk ability for a sales
incentive to really drive value.
Speaker 3 (06:58):
I think I think you touch on a really nice point.
Speaker 4 (07:00):
They're the memorability because it's it's kind of threefold, like
they remember it, they tell the more people, and that's
where the real value comes from.
Speaker 3 (07:08):
Exactly like that.
Speaker 2 (07:09):
Yeah, I'm sure, look these other things that are really
memorable as well. It's not just about rebelue And clearly
I'm completely biased, but you know, like concert tickets or
back of house experiences or going you know, so ultimately
you would like a sales incentive to build your relationship
with them for them to feel something different. So if
you can use anything that drives human connection, because Ultimately,
(07:32):
that's what sales is all about. It's all about human connection.
Speaker 4 (07:36):
And I think for us as well, we've trilled a
number of different things, as you're aware, but we're trying
to get particularly in growing markets like those broken networks
that we've really had tremendous growth in over the last
twelve months. It's really about getting them to try us,
to really get that initial try, because once they do,
that experience is something that they remember because of the
(07:59):
speed and the uniqueness of us really focusing on one product.
Speaker 3 (08:03):
We're not all things to everyone.
Speaker 4 (08:04):
Were really niche in terms of delivering one service really
well that that gets them to come back. So our
incentives are to initiate that engagement, but then our experience
will keep them.
Speaker 1 (08:14):
I also think for.
Speaker 2 (08:15):
A broker or for any particular channel partner, they're a
strategically important because they give you leverage.
Speaker 1 (08:21):
They've got access to.
Speaker 2 (08:22):
Hundreds of clients and you don't have to find them individually.
So the more that you know that person, the better
if they are. And it actually brings me back to
something about how you keep your CRM to make sure
that you know those people personally. And whilst we've done
this internally as a recognition platform. I was actually just
(08:43):
thinking you could probably do it as part of your
broker development program, which is you go out and say,
you know, what are your interests, what do you like,
what are you passionate about? What have you always wanted
to do? And create a dream catch list, and then
you can surprise and delight. This is what we did
with team members, but surprise and delight them, and that
(09:03):
might have all sorts of things. I remember one guy
I had he wanted a six pack, and so I
gave him a six pack of beer.
Speaker 1 (09:08):
Isn't that what he meant? Another one was looking for world.
Speaker 2 (09:11):
Peace a little bit challenging, but others, you know, one
wanted to be back of stage in the production of
a TV show and we got her as an extra
on pack to the rafters. So I think the more
that you know brokers, the more important that they will
be to you, But you will become more important to
them because you're real people doing business with real.
Speaker 4 (09:32):
People completely, and I think that goes to another point,
just tailoring the service so it's personalized, so that they
are feeling special, they are feeling heard, all those wonderful
things that that's what we want to do. We want
to hear small business, We want to hear our brokers,
and the more you know about them, the more you
can kind of offer that that unique experience.
Speaker 2 (09:52):
Yeah, anything we do to make life easier for them,
which is what we do with our effectively our partners,
is how can we make their day job easier so
they can be the world's best at whatever experience. And
it's the same with you. They just need to be
customer focus, so you take all of that ease and
grace at the back for them.
Speaker 1 (10:09):
What else have you got from me?
Speaker 3 (10:11):
The next one?
Speaker 4 (10:12):
So, I mean in our discussions, you've always placed this
strong emphasis on understanding the customer, and I think, in
my role incredibly important.
Speaker 3 (10:20):
But what are the core principles of customer insight?
Speaker 4 (10:22):
Hasn't changed and where have you been the kind of
biggest shifts for businesses in terms of engaging and responding.
Speaker 2 (10:29):
So, look, customers, they move. So what we did last
year is not necessarily what we do this year. What's
aspirational to people now is different than it was. So
I think we've got to keep the fundamentals, which is
what sort of relationship do they want to have with you?
And some people just want to have a transactional relationship.
You're at the right place, at the right time, at
(10:51):
the right price, And for them, it's all about the
ease of the journey. It's really about the ease of journey,
and hopefully at the end it's been so easy, they'll
want to know, Okay, what was that brand again? Where
did I get that from? And I know the repeatability
of customers for you is really important, but in the
beginning it might just be a transaction and that's okay.
(11:12):
So that's the ease of the user journey. The second
one is that they want to have some level of
emotional connection of these people get me, they understand me,
and I believe in the sorts of things that they do.
I get that business. And then they begin to have
a brand relationship with you, and ultimately that's really where
you want to go. That maybe they would recommend you
(11:35):
to their friends, because ultimately, especially they're small business friends,
You're like, what do you mean you bought that new
jet boat? Well, here's how that emotional connection that they
begin to have with a brand, and that comes from
the repeatability and the consistency of how you execute all
of your customert touch points. And then the third one
(11:56):
is the social one, and it's more and more important,
and that is if I buy from you, I am better.
So I don't just feel better, but I am better.
And that's because of your contribution as an organization. And
it's not just about a ESG program. It's not just
about climate or social contribution. It's about these are good people.
(12:19):
They live by values and they're doing great work and
I'm a part of that. So they feel really connected
and socially connected to your business. And that's ultimately how
we want to take customers on a journey. And it's
not about just the data point. Sure, we've all got
to have, you know, data of what's making a successful,
but let's not forget that we're people doing business with people.
Speaker 3 (12:44):
I think really really great touch points.
Speaker 4 (12:45):
We actually spoke about this this morning on the transactional lens,
like we may be a place and this is exciting
where we help a business grow and then no longer
need us, Like that is just as powerful as the
customer as stayed with you for three or four years.
Speaker 3 (13:01):
So again there's these balance.
Speaker 4 (13:03):
You're still serving a perpose, you're being incredibly helpful, We're
still serving our mission of being passionate and a voice
and a support network to provide funding to small businesses
at a point in time when they need it.
Speaker 3 (13:17):
Now.
Speaker 4 (13:17):
That could be longevity or it could be a really
short stint, but both serve a place in the market
for sure.
Speaker 1 (13:23):
And both hopefully we'll deliver a place in.
Speaker 3 (13:26):
Their heart absolutely.
Speaker 4 (13:28):
And then my final question for small business owners trying
to keep up with changing customer expectations, how can they
refresh their sales and marketing approaches, continue to innovate while
still relying on the fundamentals of what truly motivates people
and builds trust.
Speaker 1 (13:44):
Just a small question, then, just.
Speaker 3 (13:45):
A small one, just how.
Speaker 1 (13:48):
Long is a piece of strength?
Speaker 2 (13:50):
These are relatively short episodes, and that is Look, it's
a massive topic, and I hate to say that it
absolutely depends on the sort of business here in whether
you sell through agents, whether you go direct. But if
there's one thing I've seen really challenging in online retail
at the moment with the changes that are going on
in terms of AI and discoverability and owned audiences, you know,
(14:14):
people have invested greatly in their search engine optimization, which
might not be delivering them the customers that they used
to have. So having owned audiences to look for look
alike audiences is really important. But you know, if it
comes back to like one or two things, I would say, Sure,
(14:36):
you've got to know your customers. You've got to know
where they come from, You've got to have those data points,
but you do have to stay in their shoes and
know what is driving them and meeting with them. Understanding them,
I think is really really important. And they're not of them,
they're us, and having those listening posts is really important.
(15:00):
I can't underestimate look alike audiences though, because if you
can be alder channel and if you're approaching a certain
sort of customer, then there's lots of other people with
those attributes, and linked in particular is a really powerful
promotional tool.
Speaker 1 (15:19):
The second thing I'd say is that.
Speaker 2 (15:20):
We have to be people doing business with people and
making sure that you have a personality and a role
to play and that they see you as people. And
I think too many of the websites now that we
see are faceless. If you look at the about us,
it's just the solution to the blah blah blah to
the whatever. And I know you and I have worked
really hard on language, and I love your storytelling.
Speaker 1 (15:43):
In fact, I recommend.
Speaker 2 (15:44):
Anybody go and look at the on Deck website just
to see how we tell stories. But that storytelling has
the emotional connection which will, in my opinion, make you memorable.
So the two things is look alike audiences. There's so
many people like that. But the storytelling and helping people
tell the story on your behind half I think is
(16:06):
really great.
Speaker 3 (16:07):
Yeah, fantastic. I couldn't agree more.
Speaker 4 (16:09):
I think you don't want to tell the story and
force that down people's prois because they don't listen. You
want other people to kind of echo that similar message.
So really appreciate your time though, Naomi as always.
Speaker 2 (16:22):
So that was justin from on Deck who had some
great questions about building lasting business relationships and remember memorable beats.
Monetary and technology should enhance human connection, not replace it.
So thanks for listening to Handpicked and don't forget to
subscribe as episodes drop every Monday.
Apoche Production.
Speaker 2 (00:12):
Hello, I'm Naomi Simpson and Handpicked Season five is here,
and the entrepreneurs this time are not going easy on me.
Those questions just keep coming, whether it's about building a
brand in a taboo subject or what about sales, Oh yeah, sales, sales, sales.
We're all trying to find more customers. And what about
(00:34):
changing customer demands or balancing high tech with high touch.
These entrepreneurs and business owners are really really asking the
questions that will help every business owner and their team
just get more ideas on how to cope with everything
they're tackling in the day. Now, new episodes drop every Monday,
(00:58):
and remember to subscribe so that here the next Motus episode. Anyway,
join me on hand Picked on Mondays. Welcome to hand Picked.
I'm Naomi Simpson and today I'm joined by Justin Brady
from on Deck.
Speaker 1 (01:15):
Now.
Speaker 2 (01:15):
On Deck has been supporting small businesses for close to
a decade, and Justin's asking me the hard questions about
sales incentives and customer relationships.
Speaker 1 (01:25):
Why do some fail and why do some work? Let's
dive into the science of sales.
Speaker 2 (01:32):
Justin, it would be really great for you just to
give an introduction to yourself, and then a little bit
about the business.
Speaker 3 (01:38):
From an on Deck perspective.
Speaker 4 (01:39):
I've been with the company almost ten years, basically from
day one, bringing and supporting on Deck into Australia to
really support that core group of Australian small businesses that
is fundamental to our economy. So you'll probably notice I'm
super passionate about small business, and pretty much everyone in
this company is. It's kind of a prerequisite really wanting
(02:02):
to drive innovation and things that support market So on Deck,
specifically small business Lender doing some really amazing things in
terms of leveraging technology data to give a really seamless
and fast decision of small businesses to provide them capital,
which you and.
Speaker 3 (02:20):
I have spoken about. It really gives.
Speaker 4 (02:22):
Them back time to focus on what they really care about,
which is their own business.
Speaker 2 (02:26):
Yeah, and I guess the really unique offering is around
the speed and how fast it is, so I think, look,
it's terrific.
Speaker 3 (02:34):
Now.
Speaker 1 (02:35):
I have been working with you for a while.
Speaker 2 (02:37):
In fact, on Deck engaged me to do some marketing
workshops and so forth for their business, So I mean,
I'm kind of setting you up with some Dorothy Dixes,
but what questions do you want to ask of me
that you'd like to share with a broader audience.
Speaker 4 (02:52):
Look, we've touched on this many times, and you know,
sales and marketing to me are kind of one unit,
and with that, there's often this really kind of big
buzzword around sales incentives and really to drive that core thing,
which is a new customer acquisition, whether it's in the
small business space that we work very heavily on or
the broker community. So my first question is probably centered
(03:15):
around that. So in your experience, what types of incentives
move the needle for sales teams today especially compared to
what maybe worked a decade ago, And is there one
that really stands out for you.
Speaker 2 (03:27):
Yeah, there's different sorts of sales and incentives. There's sales
incentives internally for your team to get them inspired. There's
sales and centerves for your channels, for brokers in your instance,
or distribution partners in other people's businesses. But there's also
consumers and how you're driving engagement. And really what you
(03:48):
want is to stand out, and that is the hardest
thing is to capture people's imagination.
Speaker 1 (03:55):
And clearly, like I didn't.
Speaker 2 (03:58):
Ever think of this, but back in the day, I
was doing marketing consulting back then as well, and I
was contacted by one of my clients. I said, look,
they wanted me to design a sales incentive program. And
I said, look, I'm too busy now because I'm the
CEO of Red Balloon. And they said, well, what's this
Red Balloon and I said, well, it's experiences and they said, well,
that could make a great sales incentive. And I went
(04:21):
to see them and they said, look, you'll have to
be national and I only have fifty experiences in Sydney
at the time. And I said, well, I'll go national
if you'll be a case study. And you know about
that because I always say, would you be a case study?
And they said, we will if you're any good. And
they had quarterly sales incentives with their distributors and basically
(04:43):
every time they sold this certain important kit, they were
getting effectively a Red Balloon voucher to a certain dollar value,
but they could earn more and they can add them
all together. And they ended up running it for six
quarters in a row because it was the most successful.
And the reason why it was successful was it was
different and before offered their own product, which was effectively
(05:07):
really a discount, and what they wanted was people to
talk about the program. In their industry, it is the
talkability that makes the difference. And I designed another program
for an IT company, and their challenge was, unlike the
way you think of integrated sales and marketing, it's all
(05:30):
just about the customer journey. Unlike you, this particular company
had a silo between marketing and sales, and marketing was
always trying to get case studies and testimonials or getting
customers involved with their communications, and sales were like, no, no, no, no,
they're my customers. I'm scared of what you might say
(05:50):
to them. I'm not introducing you. So they managed to
get one of their sales people to pass over a lead,
and what they did was send in I think it
was a Ferrari or it might have been a Lamb
drive day. If you don't think that got the attention
of all the salespeople because he's then bragging about is
(06:13):
this and then there's the photos and here I am
on social media and they said, well, why did they
give that to you? And they goes, oh, I just
referred them a lead, and it really changed everything for
them in terms of how they got sales and marketing
kind of to work together and really feel that they
were on the same team. So I guess it's I mean,
obviously I'm biased because of Red Balloon, but it's how
(06:36):
do you get people talking about you? And it has
to be out of the ordinary. So I do see
a lot of sales incentives which effectively are a value
gift card and people just you know, buy anything with
them and they never even remember them. It's got to
be memorable and have that talk ability for a sales
incentive to really drive value.
Speaker 3 (06:58):
I think I think you touch on a really nice point.
Speaker 4 (07:00):
They're the memorability because it's it's kind of threefold, like
they remember it, they tell the more people, and that's
where the real value comes from.
Speaker 3 (07:08):
Exactly like that.
Speaker 2 (07:09):
Yeah, I'm sure, look these other things that are really
memorable as well. It's not just about rebelue And clearly
I'm completely biased, but you know, like concert tickets or
back of house experiences or going you know, so ultimately
you would like a sales incentive to build your relationship
with them for them to feel something different. So if
you can use anything that drives human connection, because Ultimately,
(07:32):
that's what sales is all about. It's all about human connection.
Speaker 4 (07:36):
And I think for us as well, we've trilled a
number of different things, as you're aware, but we're trying
to get particularly in growing markets like those broken networks
that we've really had tremendous growth in over the last
twelve months. It's really about getting them to try us,
to really get that initial try, because once they do,
that experience is something that they remember because of the
(07:59):
speed and the uniqueness of us really focusing on one product.
Speaker 3 (08:03):
We're not all things to everyone.
Speaker 4 (08:04):
Were really niche in terms of delivering one service really
well that that gets them to come back. So our
incentives are to initiate that engagement, but then our experience
will keep them.
Speaker 1 (08:14):
I also think for.
Speaker 2 (08:15):
A broker or for any particular channel partner, they're a
strategically important because they give you leverage.
Speaker 1 (08:21):
They've got access to.
Speaker 2 (08:22):
Hundreds of clients and you don't have to find them individually.
So the more that you know that person, the better
if they are. And it actually brings me back to
something about how you keep your CRM to make sure
that you know those people personally. And whilst we've done
this internally as a recognition platform. I was actually just
(08:43):
thinking you could probably do it as part of your
broker development program, which is you go out and say,
you know, what are your interests, what do you like,
what are you passionate about? What have you always wanted
to do? And create a dream catch list, and then
you can surprise and delight. This is what we did
with team members, but surprise and delight them, and that
(09:03):
might have all sorts of things. I remember one guy
I had he wanted a six pack, and so I
gave him a six pack of beer.
Speaker 1 (09:08):
Isn't that what he meant? Another one was looking for world.
Speaker 2 (09:11):
Peace a little bit challenging, but others, you know, one
wanted to be back of stage in the production of
a TV show and we got her as an extra
on pack to the rafters. So I think the more
that you know brokers, the more important that they will
be to you, But you will become more important to
them because you're real people doing business with real.
Speaker 4 (09:32):
People completely, and I think that goes to another point,
just tailoring the service so it's personalized, so that they
are feeling special, they are feeling heard, all those wonderful
things that that's what we want to do. We want
to hear small business, We want to hear our brokers,
and the more you know about them, the more you
can kind of offer that that unique experience.
Speaker 2 (09:52):
Yeah, anything we do to make life easier for them,
which is what we do with our effectively our partners,
is how can we make their day job easier so
they can be the world's best at whatever experience. And
it's the same with you. They just need to be
customer focus, so you take all of that ease and
grace at the back for them.
Speaker 1 (10:09):
What else have you got from me?
Speaker 3 (10:11):
The next one?
Speaker 4 (10:12):
So, I mean in our discussions, you've always placed this
strong emphasis on understanding the customer, and I think, in
my role incredibly important.
Speaker 3 (10:20):
But what are the core principles of customer insight?
Speaker 4 (10:22):
Hasn't changed and where have you been the kind of
biggest shifts for businesses in terms of engaging and responding.
Speaker 2 (10:29):
So, look, customers, they move. So what we did last
year is not necessarily what we do this year. What's
aspirational to people now is different than it was. So
I think we've got to keep the fundamentals, which is
what sort of relationship do they want to have with you?
And some people just want to have a transactional relationship.
You're at the right place, at the right time, at
(10:51):
the right price, And for them, it's all about the
ease of the journey. It's really about the ease of journey,
and hopefully at the end it's been so easy, they'll
want to know, Okay, what was that brand again? Where
did I get that from? And I know the repeatability
of customers for you is really important, but in the
beginning it might just be a transaction and that's okay.
(11:12):
So that's the ease of the user journey. The second
one is that they want to have some level of
emotional connection of these people get me, they understand me,
and I believe in the sorts of things that they do.
I get that business. And then they begin to have
a brand relationship with you, and ultimately that's really where
you want to go. That maybe they would recommend you
(11:35):
to their friends, because ultimately, especially they're small business friends,
You're like, what do you mean you bought that new
jet boat? Well, here's how that emotional connection that they
begin to have with a brand, and that comes from
the repeatability and the consistency of how you execute all
of your customert touch points. And then the third one
(11:56):
is the social one, and it's more and more important,
and that is if I buy from you, I am better.
So I don't just feel better, but I am better.
And that's because of your contribution as an organization. And
it's not just about a ESG program. It's not just
about climate or social contribution. It's about these are good people.
(12:19):
They live by values and they're doing great work and
I'm a part of that. So they feel really connected
and socially connected to your business. And that's ultimately how
we want to take customers on a journey. And it's
not about just the data point. Sure, we've all got
to have, you know, data of what's making a successful,
but let's not forget that we're people doing business with people.
Speaker 3 (12:44):
I think really really great touch points.
Speaker 4 (12:45):
We actually spoke about this this morning on the transactional lens,
like we may be a place and this is exciting
where we help a business grow and then no longer
need us, Like that is just as powerful as the
customer as stayed with you for three or four years.
Speaker 3 (13:01):
So again there's these balance.
Speaker 4 (13:03):
You're still serving a perpose, you're being incredibly helpful, We're
still serving our mission of being passionate and a voice
and a support network to provide funding to small businesses
at a point in time when they need it.
Speaker 3 (13:17):
Now.
Speaker 4 (13:17):
That could be longevity or it could be a really
short stint, but both serve a place in the market
for sure.
Speaker 1 (13:23):
And both hopefully we'll deliver a place in.
Speaker 3 (13:26):
Their heart absolutely.
Speaker 4 (13:28):
And then my final question for small business owners trying
to keep up with changing customer expectations, how can they
refresh their sales and marketing approaches, continue to innovate while
still relying on the fundamentals of what truly motivates people
and builds trust.
Speaker 1 (13:44):
Just a small question, then, just.
Speaker 3 (13:45):
A small one, just how.
Speaker 1 (13:48):
Long is a piece of strength?
Speaker 2 (13:50):
These are relatively short episodes, and that is Look, it's
a massive topic, and I hate to say that it
absolutely depends on the sort of business here in whether
you sell through agents, whether you go direct. But if
there's one thing I've seen really challenging in online retail
at the moment with the changes that are going on
in terms of AI and discoverability and owned audiences, you know,
(14:14):
people have invested greatly in their search engine optimization, which
might not be delivering them the customers that they used
to have. So having owned audiences to look for look
alike audiences is really important. But you know, if it
comes back to like one or two things, I would say, Sure,
(14:36):
you've got to know your customers. You've got to know
where they come from, You've got to have those data points,
but you do have to stay in their shoes and
know what is driving them and meeting with them. Understanding them,
I think is really really important. And they're not of them,
they're us, and having those listening posts is really important.
(15:00):
I can't underestimate look alike audiences though, because if you
can be alder channel and if you're approaching a certain
sort of customer, then there's lots of other people with
those attributes, and linked in particular is a really powerful
promotional tool.
Speaker 1 (15:19):
The second thing I'd say is that.
Speaker 2 (15:20):
We have to be people doing business with people and
making sure that you have a personality and a role
to play and that they see you as people. And
I think too many of the websites now that we
see are faceless. If you look at the about us,
it's just the solution to the blah blah blah to
the whatever. And I know you and I have worked
really hard on language, and I love your storytelling.
Speaker 1 (15:43):
In fact, I recommend.
Speaker 2 (15:44):
Anybody go and look at the on Deck website just
to see how we tell stories. But that storytelling has
the emotional connection which will, in my opinion, make you memorable.
So the two things is look alike audiences. There's so
many people like that. But the storytelling and helping people
tell the story on your behind half I think is
(16:06):
really great.
Speaker 3 (16:07):
Yeah, fantastic. I couldn't agree more.
Speaker 4 (16:09):
I think you don't want to tell the story and
force that down people's prois because they don't listen. You
want other people to kind of echo that similar message.
So really appreciate your time though, Naomi as always.
Speaker 2 (16:22):
So that was justin from on Deck who had some
great questions about building lasting business relationships and remember memorable beats.
Monetary and technology should enhance human connection, not replace it.
So thanks for listening to Handpicked and don't forget to
subscribe as episodes drop every Monday.
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