EP201: Customers Aren’t Formulas - Navigating the Emotional Journey

Getting punched in the face is practically a rite of passage for startups with seemingly bulletproof business models. Spreadsheets might predict hockey stick growth, but, as Corey says "customers aren't formulas on a page. They're human beings who are often "repulsed by new technology". Adoption requires an emotional journey and trust, not a formula. Yet founders frequently ignore reality, believing spreadsheets will magically generate growth. Chris says this quest for an easy quota can even derail progress as "salespeople focused on quota may take company backwards" by clinging to the past. Hence leaders must prevent "retrograde motion back to what was comfortable before" by being "hard-edged on changing direction." There are no maps for the uncharted path from startup to sustainable enterprise. But experienced guides like Corey and Chris are happy to share their battle scars and perspectives.  Join us for this episode, “Customers Aren't Formulas: Navigating the Emotional Journey.”

 

Full episode transcript below:

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Announcer (00:06):

Welcome to another session with the Market Dominance Guys, a program exploring all the high stakes, speed bumps and off-ramps of driving to the top of your market, with our host Chris Beall from ConnectAndSell, and Corey Frank from Branch49.

(00:21):

Getting punched in the face is practically a rite of passage for startups with seemingly bulletproof business models. Spreadsheets might predict hockey stick growth, but as Corey [00:00:30] says, customers aren't formulas on a page. They're human beings. Adoption requires an emotional journey and trust, not a formula. Yet, founders frequently ignore reality, believing spreadsheets will magically generate growth. Chris says this quest for an easy quota can even derail progress, as salespeople focused on quota may take the company backwards by clinging to the past. Hence, leaders must prevent retrograde motion back to what was comfortable by being hard-edged on changing direction. [00:01:00] There are no maps for the uncharted path from startup to sustainable enterprise, but experience guides like Corey and Chris are happy to share their battle scars and perspectives.

(01:10):

Join us for this episode, Customers Aren't Formulas: Navigating the Emotional Journey.

Corey Frank (01:20):

And here we are. Welcome to another episode of the Market Dominance Guys, episode, I believe, 201, with the sage of sales, [00:01:30] the prophet of profit, the Hawking of Hawking, fresh back from his jaunt across the pond, freshly stocked with Porto and Cabernet and other assorted box wines, knowing Chris and the fetching Miss Fanucci. Chris, welcome back. Episode 201, what do you have to say about that, my friend?

Chris Beall (01:51):

Well, it's great to be back on this continent. There's all sorts of things that are wonderful here, even on the East Coast. And I'm hanging out at the Breakers, where I've learned the value of money, [00:02:00] which is no matter how much money you bring, you can't get anything of value.

Corey Frank (02:04):

The Breakers, yes, I understand they're renowned for their breakfast at the Breakers, right? Did you have a coupon, or how did you... I mean, the Breakers, talk a little bit about the breakfast before we get in our topic today.

Chris Beall (02:15):

Pretty much it's all-inclusive if you pay $64 for the buffet. And hey, I had a very nice omelet there. By the way, the service of the Breakers is really second to none. Every single person that I've talked to here is incredibly accommodating, [00:02:30] gracious, pleasant, and willing to do the right things.

Corey Frank (02:33):

Yeah.

Chris Beall (02:34):

Yeah, you stack up on Stacey's Naked chips, so guacamole and some salsa, you have the breakfast, and then you get through the rest of the day alive and bring your own wine, because t