April 28, 2020 • 45 mins
Change is happening at lightning speed for companies in today's economy. Selling during change can be one of the most difficult things for a company to do. Not only is there the need to be sensitive to change, but there is also the personal impact change has on the sales reps' personal life.
In today's podcast session we meet with Dan Tyre and discuss how marketing is changing the sales dynamic. When work is disrupted, the tips Dan shares with us will help your sales team balance the need for creating relationships with generating growth.
Access the resources from this podcast on our sales and marketing growth blog.
About Dan Tyre
As an authority on inbound marketing and sales Dan has become a regular speaker, blog writer, mentor and coach for those who want to harness of the power of inbound marketing to improve their bottom line. He joined HubSpot as a member of the original team in May of 2007 as the first salesperson for the company. Since then, Dan has held various positions in sales, sales management, recruiting, training, and expansion of the HubSpot sales team. He also created the term “Smarketing”, which is the alignment of both sales and marketing.
Dan’s favorite thing about sales is helping people, with a life motto of “always be helping”. His goal is to do the most good that he can for the universe. Dan loves helping local startups and serves as a mentor for executives and young people with heart and ambition, but a limited professional network.
About Kyle Hamer
A sales and marketing veteran with a deep understanding of strategy, digital marketing execution, and using technology to enhance brand impact. A hands-on leader with a passion for solving business challenges with process, operations, and technology. When Kyle's not tinkering on businesses, you'll find him spending time with those he loves, learning about incredible people, and making connections.
About Hamer Marketing Group
Market growth for a new product or service is often limited by market distractions, unreliable data, or systems not built to scale. Hamer Marketing Group helps companies build data-driven strategies focused on client acquisition and sales development supported by the technology and operations necessary to create profitable growth.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Kyle Hamer (00:04):
Hello, welcome to the summit, the podcast where we
bring you knowledge and insightsfrom industry leaders, no fluff,
no double digit overnight growthschemes.
I'm your host Kyle hammer andI'm on a mission to find secrets
to success in business.
We're having real conversationswith real people to get you
answers on how you elevate yourcareer, your business to the
next level.
(00:25):
Today.
Joining us on the summit is Dantire.
Dan, welcome to the show.
Dan Tyre (00:31):
Kyle, my friend.
Very nice to meet you.
Kyle Hamer (00:34):
Hey, we're glad to hear you're here.
For those of you who don't know,Dan, Dan is the authority on
inbound marketing and sales andit's become a regular speaker,
blog blogger, mentor, and coach.
For those who want to harnessthe power of inbound marketing
to improve their bottom line.
He's one of the original membersof HubSpot.
It was actually their firstsalesperson in 2007 recently.
(00:56):
He coined the term smarketing,which is the alignment of sales
and marketing and a smart way.
Dan's favorite thing aboutsales, and he will tell you this
is to always be helping.
His goal is to do the most good.
He can do for the universe.
And he loves helping localstartups and serves as a mentor
for executives in young peoplewith heart and ambition.
(01:18):
But the best thing about Dan andwhat he's probably best known
for, it's his energy.
Dan, did I miss anything?
Dan Tyre (01:26):
No, that was awesome.
I want to take you on the roadwith me.
And that was the biggest buildupever.
Oh my goodness.
Although ish smarketing, yougotta say it like you're from
Brooklyn.
Say it like the back of yourthroat.
Kyle Hamer (01:38):
smarketing.
Dan Tyre (01:38):
There you go.
A ll r ight, Brooklyn.
That's awesome.
And u h, Kyle, thank you so muchfor having me on the show.
Super excited about this, right.
And ready to help yourlisteners, right.
Navigate like the new normalbecause we live in very
interesting times, r ight?
P resident, I know.
I was in Houston and the name ofmy presentation was, u h, how to
(02:01):
make 2020 y our best year ever.
A nd a picture of a guy on amotorcycle at the starting gate
and he was on fire.
I'm like, yeah, this isn't goingso far.
So well, so far this year,right?
Who knew?
Right?
And now we're here April andlike there's just all this stuff
going on.
So I'm very happy to be here andat your service and a t your
(02:22):
listeners and prospects andclients service and the greater
Houston area and across NorthAmerica to help navigate this
process.
Kyle Hamer (02:30):
Amy and I and I appreciate that.
So, so a couple of things here.
One, today's topic is we'regoing to talk about selling
during the transition andsetting up for success in a post
coven 19 world.
Um, we are, we're, we're reallyin interesting times and when we
talked on, I saw you in Februaryin Houston.
You did, you had the guy thatwas on the motorcycle, he was in
(02:51):
the gate ready to go, and thenit's like evil Knievel, his
motorcycle blew up.
What is it you're seeing goingon in the world today?
Like how should businessesapproach
Dan Tyre (03:00):
selling during this transition?
All right, so I get asked allthe time, first of all, as I'm a
member of HubSpot, employeenumber six, thanks for the shout
out.
I'm celebrating my 13th workanniversary in June, right?
Uh, for HubSpot, right?
Uh, there's been quite atransition over the last 13
years in regards to what werefer to as the inbound
(03:23):
revolution.
And in the old days, right?
Pre 2007, salespeople got allthe glory, right?
Salespeople control the world.
They had all the money, they gotall the investment.
Uh, if you wanted to grow yourbusiness, you invested in a
sales process and marketing wasalways in the dog house, right?
They got 5% of the budget.
They were built in excuse.
(03:44):
And if I wasn't making mynumber, it was marketing's
fault.
Either they didn't provideenough leads and therefore is
your fault or you provided toomany leads.
And it was unclear which ones Ishould call first.
So it was always your fault.
Uh, with the change in theinbound revolution in 2007, the
shift has happened where buyershave much more knowledge and
according to recent research,between 93 and 96% of all
(04:07):
purchases, B and B to C startwith a Google search or social
media inquiries, right?
So you see it all the time.
People are gone.
You have a good accountant, youknow, somebody who can mow my
lawn, you know, somebody who cando a divorce law or something
like that.
And uh, all of those like startonline because you're either
trying to get a word of mouthreference or you're trying to
(04:29):
shorten the process.
So the inbound revolution wewrote a book about, it's on
Hockenberry and I called theinbound organization is how to
strengthen and bill yourcompany's future use inbound
principles, right?
And what it means is you'regoing to treat people like human
beings, right?
First and foremost, which kindathat's just the way you roll,
(04:51):
right?
You're sitting there with your,uh, your football hat on.
You're like talking to people,you like the personal
relationship.
And most people don't like that.
Number two, you're gonna addvalue before extracting value.
That's what you do at thispodcast.
You're educating people at nocharge.
Why?
Because you want to help them.
And then, um, like a subset ofthose people will want to go
(05:12):
ahead and, um, they want to dobusiness with you.
And then you have to providevery specific information
[inaudible] based on wherepeople are.
So in this new normal, andpeople ask me all the time, can
you prospect?
The answer is yes.
Right four times the people arepicking up the phone now cause
we're all sheltered at home.
I, we're all going stir crazyand my wife makes me like sleep
(05:35):
in a tent in the backyard,right?
We w we want to uh, like bealigned with the right way to
approach things.
And so, uh, you can pick up thephone because even if you're the
internal revenue service, peopleare going to pick up the phone
just so that they can talk tosomebody.
Number two, are you going to nowsay, how are you doing?
(05:56):
Right?
As long as you're, and you'renot like moving too quickly, are
you safe?
Are you healthy?
That's a great way of starting aconversation.
Like you would start if you wentto your neighbor's barbecue or
went to your bowling league oryou got back at all.
And then, uh, HubSpot has beenpublishing data and publishing.
Uh, the way in which approachthe like the business
(06:21):
conversation and what we'lltypically say is I'm calling
healthcare companies,manufacturing companies, um, uh,
oil and gas companies inHouston, right?
That have been affected by thenew normal.
And uh, some of them are veryfocused on their employees.
Uh, some of them are in theircustomers, some of them are
looking for new ways to grow,right?
(06:42):
And we'll ask them, are you in asurvival mode?
Are you in adapt mode?
Are you in growth mode?
It's very, very interestingbecause there are certain
industries like restaurants andum, uh, cruise ships and hotels
and those people are in, they'rein survival mode.
You can still help them, right?
You can still offer them freestuff.
(07:03):
And Kyle, I know you're a bigbeliever in using all of the
free tools, right?
To help them do their personaldevelopment HubSpot Academy or
give them, make my persona orrun a website grader.
All of that is helping them.
It's all free.
It's all something that you dobecause in 2020, if you start a
relationship, they will neverforget it, right?
Number two, there's a largeswath of the economy that are in
(07:28):
adapt mode, right?
That they are convinced thatthey had a space to face sales
Dame that went from customer tocustomer that doesn't work
anymore.
So now they have to transition.
I've done a handful of webinars,how to transition your face to
face sales team over to a remotesales team.
And it's amazing because you andI have bet how long we been on
zoom for.
(07:50):
Oh, we, Oh man, I've been on,I've been on zoom and or web
conferencing tools since 2007.
Right?
You just have all the backgroundstuff.
You know how to do it.
It's like second nature to you,right?
The first time that we met on azoom, right?
It was like boom, boom, boom.
There's a whole swath of theAcademy.
This is brand new, right?
That they're grappling with.
(08:10):
All right, well what do oursales people do?
What are they going to approachit?
How are they gonna think it'sright?
And it's a very real thing andthere's lots of ways you can
help them adapt.
Uh, I'm going to send you a blogarticle on HubSpot's statistics
for the month of March, right?
Kip Bodner is our grade CMO,took an analysis of 70,000 ups
(08:31):
by customers and said that whensite traffic is actually awesome
, right up like 27% becauseyou're at home, right?
What are you going to do?
You're going to work on personaldevelopment and try to figure
out all the things you never hadtime for.
Deal creation is down down about23% as an eternal optimist.
I love that because what thatsays is 75% of businesses still
going through it, and that is mypersonal experience as well.
(08:54):
There's lots of business beinggoing on, a good entrepreneur
and a house to figure out, allright, how do I adapt to the new
norm?
Right?
And when your outreach, whenyou're warm calling, right?
When you're researching, right,you let the customer decide, use
your listening skills, desireyou in survival, and if they
are, you just listen to what Godare you.
Now if they're in adaptive mode,you're like, all right, tell me
(09:17):
your three biggest inhibitors togrowth.
Right.
That's a great question to askbecause they'll go, Oh, I didn't
think of it like that.
And like that helps prioritizethe three things that they need.
And then, uh, uh, certainsegment of the economy is in
growth mode.
And if you're selling a healthsupplements, e-commerce, uh,
(09:37):
online learning, um, programs,uh, I just talked to a company,
uh, who had curriculum for Kthrough six on history and
geography and when the newnormal head, they gave away all
of their curriculum, they gotires, the right thing to do.
We're all Americans.
(09:58):
No one has this curriculum.
We're going to give it toeverybody now they're working
for, and they're in huge growthmode.
All of their, like the studiesweekly, his name and the
company, all of theirinformation is exploding because
people are like, they needsomething to teach people.
Now all of a sudden they have tonow transition to getting some
of those folks to pay for it.
Right.
But it's still a great way ofunderstanding that there's a
(10:21):
segment of the economy that isgross.
So if you're typically servicingpeople are in survival mode, you
have to pivot as well into adaptor grow.
You have to find industries,right?
Do the research, do the workthat are in adapt and grow.
And then, uh, I think mypersonal opinion is that it'll
be a little bit of time beforewe go back to normal and this
(10:42):
will change things forever.
I was talking to an attorney,Aaron Phoenix, and um, she was
required to like put on a suit.
Where's the last time you put ona suit?
Cow?
Oh man.
Last time I had a sport coat onwas probably six months ago that
it had been like, nah, I'm nottalking to sport coat.
(11:03):
I'm talking to suit withpinstripe.
I know it's been a long timesince I've been, I represent was
a suit.
I know if I'm not on wallstreet, the next time you see
me, I'm going to be in mygasket.
Right.
That's just like I, I've evengiven up college shirts.
Who wants to wear those?
She was required to be in theoffice five days a week.
(11:24):
The value there is when youpeople saw anyone in the office
working late, that's how you gotcorporate.
Like a encouragement right now.
No one goes to the office now,right?
They're working for Mo now.
Billings are up 19%.
They're like that.
I don't think they're going tohave a, you have to come to work
policy anymore.
I'm going, that's amazing.
(11:45):
And there are whole industrieslike that because right when
you're working from home, youdon't have to commute.
When you're working from home.
You can have these kinds ofconversations.
The say that HubSpot is that ourremote workers, we have about
300 of them now, uh, perform 13%better cause they're not
interrupted.
They don't have to commute.
Right.
They have more FaceTime, they domore customer meetings.
(12:06):
Right.
And so, uh, the new normal meanspeople will be forever like
impacted by that.
And it will try to adopt thesenew scenarios for, um,
generating better business.
Kyle Hamer (12:19):
You know, it's, it's really interesting to hear you
talk about, uh, some of thestats that you're, you're seeing
in HubSpot and the conversationsthat you had specifically.
What I think is interesting is,is the reduction of, of deals
through put at 23%.
What I would be very curious tosee on the backend of that is,
is is the deal reduction in thatpeople aren't putting fluff in
(12:39):
because they know to bescrutinized further now and if
there's a better closepercentage on the backend.
So we got rid of fake deals inthe pipeline or is there really
just that much of a slowdown in,in the transactions that are
happening?
Either we clean up our pipelineor did we, I mean w w w what if
you had to hypothesize, whatwould you say is happening
there?
Dan Tyre (12:59):
That's a great question.
Uh, like one of the things I'velearned in, um, the inbound
revolution is go with the dataand the facts.
And so now we're in the processof cutting that data into like
region, into vertical market,into country.
And it's a little bit differenteverywhere.
I'm going to say that in anylike a challenge, when you have
(13:19):
25% of the economy that juststops, right?
That's going to add some levelof effect.
And if you're selling in thehotel industry, they're not
buying anything, right?
Because they don't know whenit's over.
They don't want to invest.
There's a small group of thoselike customers who will adapt
and are using it as acompetitive advantage, right?
But, um, in most cases I thinkthat, uh, like a significant
(13:43):
percentage of the people who inthe past would talk just to get
their toe in the water, don'twant to talk now because they're
concentrating on otherpriorities.
And I think you'll see a cleanerpipeline, not based on sales
people's behavior or um, theirinterpretation.
But if, um, the customer willself select and of course that
(14:04):
is born of the inboundrevolution as well.
In the old days, you had asalesperson who said a kind of,
I think you should move to thenext product.
And you're like, Oh, why isthat?
And you're like, well, I'll giveyou a better functionality.
Things like that.
Today, UB spot provides throughyour, um, marketing agency free
products, right?
And we encourage you to startwith, right?
And Kyle, do you like freestuff?
(14:26):
Okay?
It turns out people love freestuff and kind of, why do you
love free stuff?
Because it doesn't cost meanything.
That's one.
It's not so much that you'recheap, right?
It's that you get to figure outif it works for you without a
greater commitment.
And it turns out, uh, if you usethe free software that free
HubSpot CRM, the free marketingsoftware, the free, um, service
(14:51):
software, right?
Then you can gain and understanda little bit more of the value.
And then what happens is yousay, I really liked this, but I
need a little bit morefunctionality.
So maybe you move to a paidproduct that's$50 a month.
Maybe you moved to a paidproduct that's$100 a month.
Maybe you moved to a paidproduct, but you got to decide,
right?
(15:11):
We have this concept called PQLproduct qualified leads where a
certain percentage of ourbusiness comes, never want a
salesperson calling you, butyou're like, Oh, I need more
functionality.
I'm going to sell shirt.
And that's ultimately better.
Right?
You asked me a question in thebriefing meeting, do you think
BDRs SDRs go away?
They never go away because asyou know, picking up the phone
(15:31):
is a huge positive, a way ofstarting a relationship, right?
For the entire, um, 13 years ofthe inbound revolution.
It was not selling.
It was helping you help first,right?
You establish that foundationand then if you help people,
they're predisposed to consideryou when they're looking to a
(15:53):
paid product.
The more people you help, themore successful you'll be.
I'd have a famous blog article,all of them always be closing
his dad, how to always behelping, which has generated
tens of thousands of leads andthousands of HubSpot customers
because it's the new way ofdoing it right now, the buyer's
in control, right?
(16:13):
The salesperson has more, right?
They say about a million salespositions will be eliminated
over the next 12 months.
Right, and I think that's true,right?
People will realize, right thatmarketing is more important than
sales.
Like that generating andstarting those conversations
online is critical and yoursalesperson is going to have to
cycle in, establish theirexpertise in a particular
(16:36):
vertical market or size ofcompany and then shepherd the
prospect through saying theseare your options.
You get to decide and thenultimately saying, I think this
is the right configuration foryou.
This is why you pick the time toget started and asking the right
questions so that you can startthe relationship.
Kyle Hamer (16:57):
There are, there are several things you said that I
would love the pack but I wantto start with this first.
It's, it's really interestingyou talked about you know, sales
and marketing in this shiftwhere Hey, we think marketing
may be prioritized because whatwe're seeing right now is that a
lot of marketing budgets aregetting frozen.
People are saying, Oh, we're notgoing to spend money.
And I think sometimes it's amisrepresentation because
(17:17):
advertising dollars might getfrozen, but not necessarily
marketing dollars.
And those, those are those,those tend to be two different
buckets of, of dollars andcents.
But specifically to what we're,what I think it would, it would
be interesting to understand forthose that are listening is you
talked about there being a shiftand providing value and creating
relationships.
(17:38):
What is it that an organizationneeds to do?
Because you, you talked aboutthe, uh, you talked about the
education company that's givingaway stuff for free.
You talk about
Dan Tyre (17:46):
these weekly last week.
I'm like, hold on a second.
You gave away the things thatyou saw for free.
They go, yes, I go, that's themost beautiful thing I've heard.
I go, why did you do that?
They go, it's a time of stressfor Americans.
All these teachers were at home.
We had 24 hours to make thatdecision.
I'm only, can I use that bubblein there?
Yeah, doctor.
(18:07):
So I'm like, Oh my goodness,what great community, what great
service.
All these instructors now haveall these kids who are at home.
They need curriculum.
What do they do?
They didn't ask for money.
They didn't friggin deliberate.
They're like boom, here take it.
And I'm like, okay you guys, I'mat your service.
That is awesome.
So they helped first.
Now we're figuring out how wetransition to, some of them are
(18:28):
going to pay, but I'll tell you,some of them will say, you saved
my bacon.
They're definitely going to beconsidered in all of the
conversations when you're buyingyour curriculum for, um, the
fall of 20, 20.
Cause why wouldn't you?
Right.
It's like if somebody throws youa life preserver, you're going
to remember who that person isand you're going to try to like
a book on their boat.
The next time you're going for acruise around the Lake.
Kyle Hamer (18:51):
So, so if you had to classify which group would that
fall into?
Are they in survival?
Are they in the adapt?
Are they in the growth?
Dan Tyre (18:57):
You'd think they were survival and they were totally
in adapt because they erred onthe side of, um, like we want to
help people.
They, they're high adapt.
Maybe even growth, right?
They have tons of people nowthey're calling people up and
you say, did that help out?
They're like, are you kiddingme?
That was amazing.
Oh my goodness.
I don't know what I would'vedone.
(19:17):
If you're like, okay, well, isit possible for us to move to a
big land?
They're like, yes.
Let me tell you who the personis you talk to.
Let me tell you and I'll do avideo testimonial for you.
Let me explain how you get yourcurriculum into this school
district.
Right.
And uh, it's amazing and aperfect example of why studies
weekly, number one did the rightthing, used shelving.
(19:40):
That's sales and helping as thefoundation for starting the
relationship.
Those people, we'll never forgethow they opened their heart, how
they added value first, and thensome may continue with their
current curriculum.
That's okay.
Right?
These guys are significantbusiness people.
They know that, that you knowwhen 1000% of the time, but yeah
(20:00):
, they also know that some ofthe people who had a chance to
look at the curriculum saw thecurriculum is good, saw that it
was better than what they wereoffering, saw that they were
willing to make an investmentand a, it's likely that they
will see like a growth going inthe 2021 school year.
Kyle Hamer (20:17):
So that sounds like a company that maybe has a
product or it's been, it'sproductized.
What about companies that are inservice industries?
I mean, whether it's oil changesor a car mechanics, you know,
you, Barbara's in salon hunters,they're going to have to come
back to work at some point.
How can, how can otherorganizations leverage this type
of thinking to help facilitateand reignite the conversation in
(20:41):
the services industry?
Dan Tyre (20:42):
Yeah, and adapt.
This is what entrepreneurs do.
No one knew going into 2020 wasgoing to be like, but you've got
to sit there and say, all right,what is my a problem of my
customer?
The thing that I would suggestis I want you to niche.
You know, Kyle, I've beentelling you since I've known you
the riches or in the niche,because in 2017 you could be a
generalist work with everybody.
And I was okay with that, right?
(21:03):
In 2014, the average company hadsix competitors in 2019 the
average company has 44, right?
Therefore, if I have a problem,I want the guy from Houston who
lived in Nebraska, Kansas andIowa to work on that because I
know you know, that kind ofbusiness.
And if I'm going to stomachache,I don't want a doctor, I want a
(21:25):
Gastrointerologist because Iwant somebody to solve it very,
very quickly.
I want to move somebody whounderstands me.
I know like everybody says this,but it's all about me, Kyle,
right?
I don't really care about theservices you provide.
I care about one thing, myproblem and your ability to
solve.
So if you say no tire, I workwith um, early employees of a
(21:46):
multimillion dollar softwarecompanies.
You have speaking engagementsall over the world that want to
double their speaking fees.
Does that sound like you?
I'm like, that sounds exactlylike me.
Tell me more.
Right, and then we have thisconversation.
So one of the most difficultthings is to narrow your niche
so that you have a hundred or200 prospects depending on the
(22:06):
number of net new businessesthat you need, and you can
become an expert in that niche,right?
We call that the flywheel.
We want you to pick your nicheand then we want you to leverage
your customers because yourcustomers are more important
than your sales team, yourcustomers.
You have to have a user casestudies.
You have to have testimonials,you have to have YouTube videos
(22:27):
because when a salespersoncalls, everybody knows he has a
vested interest.
When your customer sets up areference call and says, Nana,
this is what they do, right?
This is what they needimprovement.
This is why I bought, this iswhat I thought I needed.
That's not what I did.
What this person did is have,now it's a third party.
It's like a human review or um,testimonial, right?
(22:50):
And now it's a completelydifferent ballgame.
So we urge all of our, um, areour partners and customers in
the new normal.
You circle the wagons, we callit customer engagement, right?
You bear hugged your currentcustomers and you tell them, all
right, I love you as a customer.
You actually pick up the phoneand thank them for being a
customer.
(23:11):
When was the last time somebodycalled you Kyle and said, thank
you for being a good desk?
I'm probably not a goodcustomer.
I mentioned, who are you, theBennett customer and if somebody
called you up?
I ran a function for a handfulof partners and uh, after I ran
the function, the guy at therestaurant called me up and he
(23:32):
said, uh, Hey, it sounded likeyou guys were having a good
time.
I wanted to thank you for yourbusiness.
If you have another like acocktail party like that, please
feel free to call me personallyand I'll make sure we have the
same.
I'm like, Oh goodness, thank youso much.
Your, what's your name again?
And, uh, but ready to go.
Uh, another, uh, like, uh,adapting story other than, uh,
(23:54):
studies weekly is here inPhoenix.
There's a, there's a restaurantthat decided like, okay, we're a
pretty high scale restaurant.
I wonder if there's anyone whowanted a private chef that never
wanted a private chef causewe'll be your private chef now
you tell us what time you wantto eat, you text us at like
we'll deliver at the same timeor if you want us to change it,
(24:14):
right.
They run their kitchen right andthey drop off the, the food
outside your door at the exacttime in these little boxes.
Right.
And it's Courtenay world-classfood.
Oh I can, that is brilliant.
How do you figure something out?
They're like, well we've triedto think from our customer's
perspective what they reallywanted and the best way to
deliver that under the way wecould.
(24:35):
And we wanted to employ ourpeople so that we have, so that
people used to be waiters, nowthey're drivers, right?
They're all masked up and theygot the gloves and like they're
like, we're, we're trying reallyhard to like follow all those,
the protocols.
And although their business isdown, it's not like flat up
down.
And it's a good example of aadopting in the new norm.
Kyle Hamer (25:00):
It almost sounds like in, in our new normal,
especially in the transitiontime that we're in, that a lot
of it is adapt and survive,right?
It's not necessarily adapting,grow, but it's adapting survive
for now.
That might metamorphis you intocompletely different business.
Dan Tyre (25:13):
It depends on if you're selling health
supplements, if you're doinge-learning, if you're doing
drugs, you're in growth mode.
Cannabis, I don't know how it isin Houston, but here that's
viewed as an essential serviceright there going crazy.
Everything's been orderedonline, right?
Therefore, the ability for, um,people to realize that all the
(25:34):
activity is online, which thisis just a little Bush in the
direction was going anywhere.
That your website is like yourreceptionary, right?
That is the way that you'rewelcoming people.
And Kyle as a inbound agency,you know that your ability to
welcome people with[inaudible]top of the funnel offers when
they come to your website thefirst time.
Critically important, I can'ttell you the number of websites
(25:56):
you go to and there's no likewelcoming top of the funnel,
right?
I can't tell you the number ofcompanies that go and show the
same calls to action and landingpages to prospects as well as
customers, which we call thatclient engagement, right?
Will you bear hug yourcustomers, you want your clients
to come back[inaudible][inaudible] at least once a
week.
You want to make sure that theysee specialized, uh, calls to
(26:18):
action landing phase so you cancross sell up, sell, add more
value, help them like have aseparate part of your uh,
website for um, like, uh, likeuh, customer only content,
right?
And so they feel like the moneythat they pay you is well worth
it.
So you're helping them solveadditional problems and locking
(26:40):
in those customers, making surethey don't go away is a good way
of, um, like circling the wagonsand make sure you can grow as a,
as we come up, we've jumped,we've jumped over to marketing
and sales in today.
Wow.
It's, it's, it's all blendedtogether.
That's what I invented our new2007.
(27:02):
I was getting drunk with my Gobiassociate, uh, COO at the time.
It brilliant guy taught me aton.
And um, when I first started upso we didn't have the inbound
leads, right?
I was cold calling for HubSpot.
Don't tell anybody.
And I would call people, right?
Uh, like everybody I knew andI'd say there's this thing
called inbound.
They'd asked me two questions.
(27:23):
Number one, uh, what is inbound?
And I explain it is helpingbefore selling.
It's treating people like humanbeings.
It's optimizing your website sopeople find you first and then
they'd say, well look, does itwork?
[inaudible] I dunno, he got like20 customers.
It seems to make sense to me.
Uh, now in 2020, we know itworks.
(27:43):
We know it's a huge competitiveadvantage.
I tell people in my publicpresentations, if you're a CEO,
you have more than 10 people inyour sales team, take your two
least performing sales people,fire them.
You have all the money tomarket, and they're like, what?
I go, you know, they're notgoing to make their quota
anyway.
They're not good representativesof your company, right, and
you're overspending in salesbecause that's the way you've
(28:06):
always done it, right?
In the past.
You've like invested therebecause there's a quicker return
on investment.
I go, but that's not the way itworks.
Now you need somebody like Kyle,right?
You take that money, you give itto an agency or a solutions
partner, right?
Or you give it to marketingbecause right?
65% of the process happensonline before somebody wants to
(28:27):
talk to a salesperson.
In certain industries, it's 99%buy a car.
In Houston, you don't talk to asalesperson 50% of the way
through.
You're like, here's the Kellyblue book costs.
You're either going to sell tome at this cost or$1,000, that's
where I'm going across thestreet or buyer from Carvana.
Right?
And I tell marketers, if you'renot practicing in down quick,
(28:47):
because unless you got a million, um, contacts in your database,
the average like, um, customerdatabase atrophies back 23 to
27% a year.
People like move, they don'twant to see your stuff anymore.
They moved to get promoted,things like that.
Those people, right?
Um, you need to con concontinually refresh.
(29:08):
You have to get more contactsin.
And inbound is a great way foryou to like connect with people
who are there.
And I tell salespeople, ifyou're not getting inbound
leads, quit and go get inboundleads.
Because I spent all my timetalking to people who I'd say,
well, I saw you came to thewebsite, you downloaded that
ebook on international incconverse.
What were you looking for help?
(29:29):
And they're like, Oh, you knowwhat I was looking for?
And we start the relationship.
I don't push him.
I know that they're interestedbecause of the trigger, uh,
event.
And it's 90% of the format ofsales was like, um, prospect.
Now it's much, much easier.
And now how, you know, you canteach people how to use video
(29:50):
email, which is the biggestinnovation in emails since it
invention of email.
You could teach them how to dothe warm calling, no more cold
calling, all warm calling,right?
And you're an expert andunderstanding how to get your
sales people to new new ageengagement where you start the
relationship
Kyle Hamer (30:07):
and it builds over time.
I think so you know, if I couldsummarize it, Dan, it sounds to
me like one of the things that'sreally important, and it's
cliche but, but one of thethings that's really important
for businesses, owners,entrepreneurs and leaders to
keep in mind is that as we'retransitioning, the thinking that
got you here is not necessarilythe thinking that's going to get
(30:29):
you there.
And yeah.
Dan Tyre (30:31):
Yeah, I would agree.
100% entrepreneurs are alwaysentrepreneurs.
What makes you a greatentrepreneur is you'll pivot,
you'll take in all of theinformation, you'll see what's
going on and you'll make a newassessment, right?
For some people in that has beena way of life for 10 years.
Right?
That's just the way it is.
That's the way they've scaledtheir business and they
(30:52):
understand that competitiveadvantage and know that it's a
better thing.
For some people it's still brandnew, right?
They've heard about inbound, butthey're like, eh, not my
industry.
I was working with a CPA firm inAustralia and they're like, no,
no, no, no, no.
This is word of mouth.
We don't get our leads that way.
I go, I know you don't, butwhere do you think those leads
go?
And they're like, well, what doyou mean?
(31:13):
I'm like, when somebody types inSydney CPA, how many searches,
responses come up?
And they're like, well, I dunno.
Let me check 1.7 million.
I'm like, well, who are allthose people?
You think they are all CPAs ordo you think they're looking for
a CPA?
[inaudible] he's like, yeah, butthat's not the way I worked.
I go, that's the way it worksnow because if I'm in the United
(31:34):
States and need to hire a CPAfor my grandfather who lives in
Sydney, right?
That's all I'm doing.
That's how I'm finding, I'm notgoing to call a lawyer cause I
don't have one.
I'm going to find it online.
That's why you need to trick outyour website.
That's why you need to say like,we help like this demographic in
Sydney with this type ofaccounting problem and if you're
niche enough, right, and you cangrow to the top of the search,
(31:58):
you'll get all of the business.
Kyle Hamer (32:02):
You know, Dan, it sounds like in many ways what
you're, what you're promoting isthis, this seismic shift
happening in the market wheresalespeople are no longer
salespeople, they're just ordertakers.
It's like driving up toMcDonald's and saying, I'd like
fries and a double quarterpounder and they say, Oh, would
you like, I don't know, it'syour choice, but would you like
(32:22):
a ice cream cone to go with thattoday?
Or would you like a large Cokeinstead?
Like is that where we're headedwith, with business in
interactivity here is, is tothis space where marketing has
done all the work in sales isjust collecting the money.
Dan Tyre (32:35):
I know sales is still super important and the
relationship still important,right?
It's just different.
In the old days, I spent all mytime saying, you should buy this
right now.
I spent all my time diagnosingwhat you need.
The hardest thing for asalesperson is if I can help
you, but you're a not exactlythe right fit.
This was driven home to me when,um, I was looking to buy a
(32:58):
refrigerator in Cambridge andthe refrigerator person says,
where do you live?
And I'm like, Arlington.
He goes, okay, don't buy therefrigerator for me.
Like, excuse me, you don't wantto send me the refrigerator
cause I want to sell you therefrigerator.
But the guy in Arlington, he iscloser to you.
If you have to do a servicecall, it would be better for
him.
Right.
And I'm like, you would send meto a competitor?
(33:19):
And he's like, yeah, I wouldbecause it's better for you.
And, um, he's like the, it's notthat big a deal.
He does the same thing for me,but we both know that you're
better off there based on whereyou live.
And I'm like, okay, this is arefrigerator salesperson who's
giving up, I don't know, acouple of hundred dollars
commission because it's in mybest interest.
I'm like, that's the greatestthing ever.
And it, it's hard for salespeople to do it.
(33:42):
We'll lose a million sales jobsand one of the channels
challenges will be like overtime, this will force that,
right?
Because, um, people will be alittle bit more focused on the
right type of business, right?
But salespeople have to more tobe an industry consultant.
They have to ask the rightquestions.
They have to have very goodlistening skills.
They have to have a range ofunderstanding solutions that
(34:04):
exceeds their own products.
Right.
In other words, if I think thata, there's another product
that's better for you.
I can't be afraid of saying, youknow, Kyle, you're a good guy,
but I'm not going to sell it toyou.
In fact, in the inboundorganization, a chapter 23 is
my, a friend of professor DavidWinehouse.
And um, he, uh, we have anexplicit example of somebody
(34:28):
called with their credit cardready to buy the HubSpot
software and he refused to takethe order and they're like, no,
no, no, no, you don'tunderstand.
We're ready to buy.
And he's like, I know, butyou're not a good fit.
You're not at the right levelwhere you're ready to.
And they were best like, who'syour boss?
I'm going to tell I'm going tosend a like, threatening email.
And uh, they did.
And uh, David Winehouse waslike, it's not the right that
(34:50):
it's not the right time.
Right.
They came back two years laterand said, you were 100% right.
Right.
We made a huge mistake.
We wasted time.
We wasted effort.
We never should have moved whenwe did[inaudible] they want us
was like, yeah.
So we wrote it up because it'sthe hardest thing for a
salesperson to do is for me tosay, no, HubSpot's not a good
(35:10):
fit for you.
This is why you're better offgoing into Marquetto or act out
or something like that.
And if that's the truth, yougain more longterm credibility,
right?
You're going to have happiercustomers.
There's enough business foreverybody to go around and you
gotta do what you gotta do,right?
If as soon as you know and youand I have high trust, as soon
as you know that I'm acting inyour best interest, right?
(35:31):
First of all, that broadens mypersonal brand.
Second of all, that ensures thatI don't bring on marginal
customers.
[inaudible] all right?
I want all my customers to bevery, very happy because in 2020
that's what you expect.
[inaudible] days, if you had aproblem, you call my boss.
He called me into the office andyelled at, then nothing else
happened.
I keep continue to do it.
Now you're on Twitter andInstagram and LinkedIn and
(35:53):
saying, ah, but some subsequentguys are either great or nah,
they're not so great and we muchprefer that you're saying good
stuff about us.
That's why our reviews are sogood because it's not what you,
it's not about the producttoday.
It's how you position theproduct, how you sell the
product, how you're listeningskills and your diagnosis is
(36:14):
focused towards um, getting theright customers.
Kyle Hamer (36:19):
So again, I mean, just the last, the last couple
of minutes here, we've touchedon some things that I was going
to ask, which is like what isit, what does a new sales person
going to look like?
How are the people going toensure that they're not part of
that million jobs lost?
But I mean, you summarized itpretty good.
And what it boils down to, if Icould say it in a sentence, is
have a human to humanconversation and be, start
(36:41):
getting good at askingquestions.
Dan Tyre (36:43):
That's awesome.
That's right.
You can see blog articles thatI've wrote called, um, there's
um, actually, uh, a inboundsales certification that a
HubSpot Academy inbound salescertification takes two hours
and you'll learn the new way ofengaging.
It starts with identifying goodfit customers.
(37:04):
And as we mentioned, the richesare in the niches.
It starts with a conversationwhere you pick up the phone and
you say, I'm calling a HubSpotagency owners in Houston that,
uh, are looking to generate ahandful of additional high value
retainers and need a littlehelp, right?
It moves to a discovery call.
In the old days we did a productdemo.
No more product demos don'tcares about your product, right?
(37:27):
They care about can you get theresult that you say that you're
getting right or that you're,all these other folks are
getting, everybody cares aboutlet's get this bread, let's
figure it out.
What we need to do to like fixthe problem.
And of course, buying thesoftware is the easy part.
Implementing it and managing itis a challenge, right?
(37:48):
And these relationships, thesemarketing relationships, if
they're done right, it's not anRFP, it's not what product
features.
Everybody has the same productfeatures pretty much.
And if they don't, they'll allhave them in six months.
The key is what's therelationship like?
How does this company look atthe long term?
Did they support theirecosystem?
They support their partners.
(38:09):
Do they support their employees?
Do you have good, um, retention?
Do people like working there?
Is there a, a vision, a missionand a book?
The inbound organization is allabout how to build that
corporate culture so that youcan be a mission driven, a
business built on it though.
Kyle Hamer (38:26):
Well, the one thing that I know about you, Dan, is
that whatever culture andcompany you're a part of, it's
all about having fun.
I mean, at the end of the day,you still got to get work done,
but you're going to have a goodtime getting there.
So you got any advice for peoplewho are feeling like, man, this
is a slog right now.
And it's, it's tough out there.
How to add a little fun intotheir daily routine.
Dan Tyre (38:47):
Yeah, that's awesome.
First of all, here in control ofyour brain, your brain is a very
important, um, like, um, Oregon,arguably the most important
organ in your body.
And uh, you can be as happy asyou want to be, even in like
very, very difficult times ifyou're, uh, impacted by, um,
like the virus in the UnitedStates or someplace, right?
(39:09):
It's not going to be[inaudible]specifically fun, right?
But you gotta like beintentional about what you're
going to do and like, realizewhere you're there.
If you're in adapt mode, right?
This is an unprecedent time orgrowth mode for you to leverage
all of the things that we'velearned, right?
And understand that I'm, thereare people who are going to fall
(39:29):
into each one of thosecategories to the best of your
ability.
If you're in one of theindustries that are in survival
ball, find a new industry,right?
It's as good a time as any andyou got to move, you gotta move
quick and I understand you gottabe intentional about what you
want and then, um, then we canlike get there.
I like to have fun by workingwith other people.
I like to have fun by working insmall groups.
(39:51):
I like to have fun by helpingpeople, uh, build their, um,
longterm vision board as asomebody who's in one of my
programs.
Now, Kyle, I know you've done avision board of the aspirations
and things that you want toaccomplish, right?
Which is super fun.
Uh, I strongly suggest that youget a motivational playlist on.
(40:11):
Okay, Kara, if you're a Snoopdog or a Aerosmith or what kind
of person you are, but I want tomake sure that you're listening
to good dance.
I want to make sure that you arestaying healthy, right?
Good solid sleep.
Um, good diet and exercise.
Like some people are gaining alittle weight.
My wife, I think she's probablylost 15 pounds, like she's on
(40:33):
this rigid schedule.
That's good.
And then, um, my othersuggestion is get a S S P a
shameless self promotion filefor your email.
Whenever anybody sends yousomething good, you move it over
to your SSP.
So when you're feeling like thebig dog eats you, you go in and
just read all the great emailsthat somebody sent you and makes
you feel a little.
Kyle Hamer (40:52):
That's fantastic advice.
Well, I've really appreciatedyou sharing, um, a lot about the
inbound marketing organization,a sales and post coven 19 world.
I'm going to ask you one lastquestion as we leave here.
Can you explain to the audience
Dan Tyre (41:09):
what mutton busting is?
Okay.
So when I met Kyle down inHouston, right?
Um, we did an AMA event and thena, a HubSpot user group event.
If you're OB spot user andlistening to this, uh, just
Google HubSpot user group inwhichever city you're in and
you'll see a list of all ofthem.
And, uh, I'm talking to the goodpeople of Houston and I'm
(41:31):
working in Houston for a decadeand love it.
People from Houston.
Mmm.
Sometimes they wear weirdclothes.
Sometimes they show up in aStetson hat, like a big, that's
an app like on television.
And sometimes they have like abelt buckle the size of a cat.
Right?
But they're very cordial in thehandies like Houston, say like,
you don't know what you'rehunting for, Dan, don't get off
(41:53):
the porch, which is likehomespun wisdom.
I've always thought the people,Houston pretty smart.
And so I'm talking to her andI'm like, well, what do you guys
do in February in like Houston?
And they go the rodeo.
And I'm like, really?
And then like, yeah, the rodeois great on what's the best part
of rodeo.
And they are like mutton,Boston, they all say it at the
same time.
And I'm like, hold on a second,right?
(42:14):
You're pulling my leg.
What is mutton busting?
And like, they're all sharing atthe dinner table how people in
Houston, right.
Um, like[inaudible] dress uptheir kids like hockey players
and put them on the back of thesheep and then send them across
the rodeo.
I'm like, no way there.
Go.
Yep.
That's mutton, Boston.
(42:35):
And they're like, you're notsaying it right, but yeah, I'm
like, that's, you can't do thatif you, they put you in jail.
If you were in Boston and youdid button Boston, they're like,
no, it's super funny.
It's super interesting.
Right?
And kids love it, right?
If they fall off a ship, it'snot going to get them.
I'm like, okay.
No one outside of a hundred mileradius of, uh, Houston knows
anything about button busting.
(42:56):
[inaudible] as Kyle has provento me is inaccurate.
Right.
Because Kyle, you have familythat was involved in the rodeo
and um, Colorado and Oklahomaand New Mexico, right?
Kyle Hamer (43:08):
Yeah.
My grandfather for many yearswould, uh, announce the pro
circuit in Southwest Kansas, theOklahoma, Texas panhandle
Dan Tyre (43:16):
in the New Mexico and then Eastern Colorado.
So I've known about muttonbusting forever and we were on a
call the other day, Dan, whereit's in Northern California.
So apparently you have to liveunder a rock to not know what
mutton busting is.
All I'm saying is that state ofthe rotation, that is one of the
funniest jokes of 2020, becauseit's just a funny thing to say.
It's even a funnier thing whenjust Google it and see the
(43:38):
images.
Amazing.
Right.
And add just teaches me that uh,always learning new stuff.
It's like fascinating world welive in.
Yeah.
We'll drop a link
Kyle Hamer (43:47):
getting the uh, in the, in the bio section of the
podcast so people can click onit and either a watch what's
going on when you got a littlefour year old are repping across
the road on them on a sheep or aclick in and see some of the
images cause they're prettyfantastic.
Dan, thank you so much for beinghere.
Thank you for sharing your yourtime.
You've been very generous withyour wisdom.
(44:09):
It's been great to have you.
Dan Tyre (44:10):
Thank you so much.
You're welcome.
Thank you very much, Kyle.
Anybody needs me for anything?
You've got a Dan talk, www Dantire.com you can email me D tire
and hubspot.com and I am at yourservice.
Thank you so much, Kyle.
Have a great day.
Kyle Hamer (44:24):
You do the same.
Thanks everybody that'slistening.
We've been listening to Dan tireon the summit as we've talked
about selling a post coven 19world.
Thanks again in tuna next weekfor summit podcast where we make
business easy, accessible, andreally put sales and marketing
in your lap.
This has been your host, KyleHaimer.
Thank you for attending.
(44:47):
All right, man.
Thank you.
That was awesome.
I knew going to.
Hello, welcome to the summit, the podcast where we
bring you knowledge and insightsfrom industry leaders, no fluff,
no double digit overnight growthschemes.
I'm your host Kyle hammer andI'm on a mission to find secrets
to success in business.
We're having real conversationswith real people to get you
answers on how you elevate yourcareer, your business to the
next level.
(00:25):
Today.
Joining us on the summit is Dantire.
Dan, welcome to the show.
Dan Tyre (00:31):
Kyle, my friend.
Very nice to meet you.
Kyle Hamer (00:34):
Hey, we're glad to hear you're here.
For those of you who don't know,Dan, Dan is the authority on
inbound marketing and sales andit's become a regular speaker,
blog blogger, mentor, and coach.
For those who want to harnessthe power of inbound marketing
to improve their bottom line.
He's one of the original membersof HubSpot.
It was actually their firstsalesperson in 2007 recently.
(00:56):
He coined the term smarketing,which is the alignment of sales
and marketing and a smart way.
Dan's favorite thing aboutsales, and he will tell you this
is to always be helping.
His goal is to do the most good.
He can do for the universe.
And he loves helping localstartups and serves as a mentor
for executives in young peoplewith heart and ambition.
(01:18):
But the best thing about Dan andwhat he's probably best known
for, it's his energy.
Dan, did I miss anything?
Dan Tyre (01:26):
No, that was awesome.
I want to take you on the roadwith me.
And that was the biggest buildupever.
Oh my goodness.
Although ish smarketing, yougotta say it like you're from
Brooklyn.
Say it like the back of yourthroat.
Kyle Hamer (01:38):
smarketing.
Dan Tyre (01:38):
There you go.
A ll r ight, Brooklyn.
That's awesome.
And u h, Kyle, thank you so muchfor having me on the show.
Super excited about this, right.
And ready to help yourlisteners, right.
Navigate like the new normalbecause we live in very
interesting times, r ight?
P resident, I know.
I was in Houston and the name ofmy presentation was, u h, how to
(02:01):
make 2020 y our best year ever.
A nd a picture of a guy on amotorcycle at the starting gate
and he was on fire.
I'm like, yeah, this isn't goingso far.
So well, so far this year,right?
Who knew?
Right?
And now we're here April andlike there's just all this stuff
going on.
So I'm very happy to be here andat your service and a t your
(02:22):
listeners and prospects andclients service and the greater
Houston area and across NorthAmerica to help navigate this
process.
Kyle Hamer (02:30):
Amy and I and I appreciate that.
So, so a couple of things here.
One, today's topic is we'regoing to talk about selling
during the transition andsetting up for success in a post
coven 19 world.
Um, we are, we're, we're reallyin interesting times and when we
talked on, I saw you in Februaryin Houston.
You did, you had the guy thatwas on the motorcycle, he was in
(02:51):
the gate ready to go, and thenit's like evil Knievel, his
motorcycle blew up.
What is it you're seeing goingon in the world today?
Like how should businessesapproach
Dan Tyre (03:00):
selling during this transition?
All right, so I get asked allthe time, first of all, as I'm a
member of HubSpot, employeenumber six, thanks for the shout
out.
I'm celebrating my 13th workanniversary in June, right?
Uh, for HubSpot, right?
Uh, there's been quite atransition over the last 13
years in regards to what werefer to as the inbound
(03:23):
revolution.
And in the old days, right?
Pre 2007, salespeople got allthe glory, right?
Salespeople control the world.
They had all the money, they gotall the investment.
Uh, if you wanted to grow yourbusiness, you invested in a
sales process and marketing wasalways in the dog house, right?
They got 5% of the budget.
They were built in excuse.
(03:44):
And if I wasn't making mynumber, it was marketing's
fault.
Either they didn't provideenough leads and therefore is
your fault or you provided toomany leads.
And it was unclear which ones Ishould call first.
So it was always your fault.
Uh, with the change in theinbound revolution in 2007, the
shift has happened where buyershave much more knowledge and
according to recent research,between 93 and 96% of all
(04:07):
purchases, B and B to C startwith a Google search or social
media inquiries, right?
So you see it all the time.
People are gone.
You have a good accountant, youknow, somebody who can mow my
lawn, you know, somebody who cando a divorce law or something
like that.
And uh, all of those like startonline because you're either
trying to get a word of mouthreference or you're trying to
(04:29):
shorten the process.
So the inbound revolution wewrote a book about, it's on
Hockenberry and I called theinbound organization is how to
strengthen and bill yourcompany's future use inbound
principles, right?
And what it means is you'regoing to treat people like human
beings, right?
First and foremost, which kindathat's just the way you roll,
(04:51):
right?
You're sitting there with your,uh, your football hat on.
You're like talking to people,you like the personal
relationship.
And most people don't like that.
Number two, you're gonna addvalue before extracting value.
That's what you do at thispodcast.
You're educating people at nocharge.
Why?
Because you want to help them.
And then, um, like a subset ofthose people will want to go
(05:12):
ahead and, um, they want to dobusiness with you.
And then you have to providevery specific information
[inaudible] based on wherepeople are.
So in this new normal, andpeople ask me all the time, can
you prospect?
The answer is yes.
Right four times the people arepicking up the phone now cause
we're all sheltered at home.
I, we're all going stir crazyand my wife makes me like sleep
(05:35):
in a tent in the backyard,right?
We w we want to uh, like bealigned with the right way to
approach things.
And so, uh, you can pick up thephone because even if you're the
internal revenue service, peopleare going to pick up the phone
just so that they can talk tosomebody.
Number two, are you going to nowsay, how are you doing?
(05:56):
Right?
As long as you're, and you'renot like moving too quickly, are
you safe?
Are you healthy?
That's a great way of starting aconversation.
Like you would start if you wentto your neighbor's barbecue or
went to your bowling league oryou got back at all.
And then, uh, HubSpot has beenpublishing data and publishing.
Uh, the way in which approachthe like the business
(06:21):
conversation and what we'lltypically say is I'm calling
healthcare companies,manufacturing companies, um, uh,
oil and gas companies inHouston, right?
That have been affected by thenew normal.
And uh, some of them are veryfocused on their employees.
Uh, some of them are in theircustomers, some of them are
looking for new ways to grow,right?
(06:42):
And we'll ask them, are you in asurvival mode?
Are you in adapt mode?
Are you in growth mode?
It's very, very interestingbecause there are certain
industries like restaurants andum, uh, cruise ships and hotels
and those people are in, they'rein survival mode.
You can still help them, right?
You can still offer them freestuff.
(07:03):
And Kyle, I know you're a bigbeliever in using all of the
free tools, right?
To help them do their personaldevelopment HubSpot Academy or
give them, make my persona orrun a website grader.
All of that is helping them.
It's all free.
It's all something that you dobecause in 2020, if you start a
relationship, they will neverforget it, right?
Number two, there's a largeswath of the economy that are in
(07:28):
adapt mode, right?
That they are convinced thatthey had a space to face sales
Dame that went from customer tocustomer that doesn't work
anymore.
So now they have to transition.
I've done a handful of webinars,how to transition your face to
face sales team over to a remotesales team.
And it's amazing because you andI have bet how long we been on
zoom for.
(07:50):
Oh, we, Oh man, I've been on,I've been on zoom and or web
conferencing tools since 2007.
Right?
You just have all the backgroundstuff.
You know how to do it.
It's like second nature to you,right?
The first time that we met on azoom, right?
It was like boom, boom, boom.
There's a whole swath of theAcademy.
This is brand new, right?
That they're grappling with.
(08:10):
All right, well what do oursales people do?
What are they going to approachit?
How are they gonna think it'sright?
And it's a very real thing andthere's lots of ways you can
help them adapt.
Uh, I'm going to send you a blogarticle on HubSpot's statistics
for the month of March, right?
Kip Bodner is our grade CMO,took an analysis of 70,000 ups
(08:31):
by customers and said that whensite traffic is actually awesome
, right up like 27% becauseyou're at home, right?
What are you going to do?
You're going to work on personaldevelopment and try to figure
out all the things you never hadtime for.
Deal creation is down down about23% as an eternal optimist.
I love that because what thatsays is 75% of businesses still
going through it, and that is mypersonal experience as well.
(08:54):
There's lots of business beinggoing on, a good entrepreneur
and a house to figure out, allright, how do I adapt to the new
norm?
Right?
And when your outreach, whenyou're warm calling, right?
When you're researching, right,you let the customer decide, use
your listening skills, desireyou in survival, and if they
are, you just listen to what Godare you.
Now if they're in adaptive mode,you're like, all right, tell me
(09:17):
your three biggest inhibitors togrowth.
Right.
That's a great question to askbecause they'll go, Oh, I didn't
think of it like that.
And like that helps prioritizethe three things that they need.
And then, uh, uh, certainsegment of the economy is in
growth mode.
And if you're selling a healthsupplements, e-commerce, uh,
(09:37):
online learning, um, programs,uh, I just talked to a company,
uh, who had curriculum for Kthrough six on history and
geography and when the newnormal head, they gave away all
of their curriculum, they gotires, the right thing to do.
We're all Americans.
(09:58):
No one has this curriculum.
We're going to give it toeverybody now they're working
for, and they're in huge growthmode.
All of their, like the studiesweekly, his name and the
company, all of theirinformation is exploding because
people are like, they needsomething to teach people.
Now all of a sudden they have tonow transition to getting some
of those folks to pay for it.
Right.
But it's still a great way ofunderstanding that there's a
(10:21):
segment of the economy that isgross.
So if you're typically servicingpeople are in survival mode, you
have to pivot as well into adaptor grow.
You have to find industries,right?
Do the research, do the workthat are in adapt and grow.
And then, uh, I think mypersonal opinion is that it'll
be a little bit of time beforewe go back to normal and this
(10:42):
will change things forever.
I was talking to an attorney,Aaron Phoenix, and um, she was
required to like put on a suit.
Where's the last time you put ona suit?
Cow?
Oh man.
Last time I had a sport coat onwas probably six months ago that
it had been like, nah, I'm nottalking to sport coat.
(11:03):
I'm talking to suit withpinstripe.
I know it's been a long timesince I've been, I represent was
a suit.
I know if I'm not on wallstreet, the next time you see
me, I'm going to be in mygasket.
Right.
That's just like I, I've evengiven up college shirts.
Who wants to wear those?
She was required to be in theoffice five days a week.
(11:24):
The value there is when youpeople saw anyone in the office
working late, that's how you gotcorporate.
Like a encouragement right now.
No one goes to the office now,right?
They're working for Mo now.
Billings are up 19%.
They're like that.
I don't think they're going tohave a, you have to come to work
policy anymore.
I'm going, that's amazing.
(11:45):
And there are whole industrieslike that because right when
you're working from home, youdon't have to commute.
When you're working from home.
You can have these kinds ofconversations.
The say that HubSpot is that ourremote workers, we have about
300 of them now, uh, perform 13%better cause they're not
interrupted.
They don't have to commute.
Right.
They have more FaceTime, they domore customer meetings.
(12:06):
Right.
And so, uh, the new normal meanspeople will be forever like
impacted by that.
And it will try to adopt thesenew scenarios for, um,
generating better business.
Kyle Hamer (12:19):
You know, it's, it's really interesting to hear you
talk about, uh, some of thestats that you're, you're seeing
in HubSpot and the conversationsthat you had specifically.
What I think is interesting is,is the reduction of, of deals
through put at 23%.
What I would be very curious tosee on the backend of that is,
is is the deal reduction in thatpeople aren't putting fluff in
(12:39):
because they know to bescrutinized further now and if
there's a better closepercentage on the backend.
So we got rid of fake deals inthe pipeline or is there really
just that much of a slowdown in,in the transactions that are
happening?
Either we clean up our pipelineor did we, I mean w w w what if
you had to hypothesize, whatwould you say is happening
there?
Dan Tyre (12:59):
That's a great question.
Uh, like one of the things I'velearned in, um, the inbound
revolution is go with the dataand the facts.
And so now we're in the processof cutting that data into like
region, into vertical market,into country.
And it's a little bit differenteverywhere.
I'm going to say that in anylike a challenge, when you have
(13:19):
25% of the economy that juststops, right?
That's going to add some levelof effect.
And if you're selling in thehotel industry, they're not
buying anything, right?
Because they don't know whenit's over.
They don't want to invest.
There's a small group of thoselike customers who will adapt
and are using it as acompetitive advantage, right?
But, um, in most cases I thinkthat, uh, like a significant
(13:43):
percentage of the people who inthe past would talk just to get
their toe in the water, don'twant to talk now because they're
concentrating on otherpriorities.
And I think you'll see a cleanerpipeline, not based on sales
people's behavior or um, theirinterpretation.
But if, um, the customer willself select and of course that
(14:04):
is born of the inboundrevolution as well.
In the old days, you had asalesperson who said a kind of,
I think you should move to thenext product.
And you're like, Oh, why isthat?
And you're like, well, I'll giveyou a better functionality.
Things like that.
Today, UB spot provides throughyour, um, marketing agency free
products, right?
And we encourage you to startwith, right?
And Kyle, do you like freestuff?
(14:26):
Okay?
It turns out people love freestuff and kind of, why do you
love free stuff?
Because it doesn't cost meanything.
That's one.
It's not so much that you'recheap, right?
It's that you get to figure outif it works for you without a
greater commitment.
And it turns out, uh, if you usethe free software that free
HubSpot CRM, the free marketingsoftware, the free, um, service
(14:51):
software, right?
Then you can gain and understanda little bit more of the value.
And then what happens is yousay, I really liked this, but I
need a little bit morefunctionality.
So maybe you move to a paidproduct that's$50 a month.
Maybe you moved to a paidproduct that's$100 a month.
Maybe you moved to a paidproduct, but you got to decide,
right?
(15:11):
We have this concept called PQLproduct qualified leads where a
certain percentage of ourbusiness comes, never want a
salesperson calling you, butyou're like, Oh, I need more
functionality.
I'm going to sell shirt.
And that's ultimately better.
Right?
You asked me a question in thebriefing meeting, do you think
BDRs SDRs go away?
They never go away because asyou know, picking up the phone
(15:31):
is a huge positive, a way ofstarting a relationship, right?
For the entire, um, 13 years ofthe inbound revolution.
It was not selling.
It was helping you help first,right?
You establish that foundationand then if you help people,
they're predisposed to consideryou when they're looking to a
(15:53):
paid product.
The more people you help, themore successful you'll be.
I'd have a famous blog article,all of them always be closing
his dad, how to always behelping, which has generated
tens of thousands of leads andthousands of HubSpot customers
because it's the new way ofdoing it right now, the buyer's
in control, right?
(16:13):
The salesperson has more, right?
They say about a million salespositions will be eliminated
over the next 12 months.
Right, and I think that's true,right?
People will realize, right thatmarketing is more important than
sales.
Like that generating andstarting those conversations
online is critical and yoursalesperson is going to have to
cycle in, establish theirexpertise in a particular
(16:36):
vertical market or size ofcompany and then shepherd the
prospect through saying theseare your options.
You get to decide and thenultimately saying, I think this
is the right configuration foryou.
This is why you pick the time toget started and asking the right
questions so that you can startthe relationship.
Kyle Hamer (16:57):
There are, there are several things you said that I
would love the pack but I wantto start with this first.
It's, it's really interestingyou talked about you know, sales
and marketing in this shiftwhere Hey, we think marketing
may be prioritized because whatwe're seeing right now is that a
lot of marketing budgets aregetting frozen.
People are saying, Oh, we're notgoing to spend money.
And I think sometimes it's amisrepresentation because
(17:17):
advertising dollars might getfrozen, but not necessarily
marketing dollars.
And those, those are those,those tend to be two different
buckets of, of dollars andcents.
But specifically to what we're,what I think it would, it would
be interesting to understand forthose that are listening is you
talked about there being a shiftand providing value and creating
relationships.
(17:38):
What is it that an organizationneeds to do?
Because you, you talked aboutthe, uh, you talked about the
education company that's givingaway stuff for free.
You talk about
Dan Tyre (17:46):
these weekly last week.
I'm like, hold on a second.
You gave away the things thatyou saw for free.
They go, yes, I go, that's themost beautiful thing I've heard.
I go, why did you do that?
They go, it's a time of stressfor Americans.
All these teachers were at home.
We had 24 hours to make thatdecision.
I'm only, can I use that bubblein there?
Yeah, doctor.
(18:07):
So I'm like, Oh my goodness,what great community, what great
service.
All these instructors now haveall these kids who are at home.
They need curriculum.
What do they do?
They didn't ask for money.
They didn't friggin deliberate.
They're like boom, here take it.
And I'm like, okay you guys, I'mat your service.
That is awesome.
So they helped first.
Now we're figuring out how wetransition to, some of them are
(18:28):
going to pay, but I'll tell you,some of them will say, you saved
my bacon.
They're definitely going to beconsidered in all of the
conversations when you're buyingyour curriculum for, um, the
fall of 20, 20.
Cause why wouldn't you?
Right.
It's like if somebody throws youa life preserver, you're going
to remember who that person isand you're going to try to like
a book on their boat.
The next time you're going for acruise around the Lake.
Kyle Hamer (18:51):
So, so if you had to classify which group would that
fall into?
Are they in survival?
Are they in the adapt?
Are they in the growth?
Dan Tyre (18:57):
You'd think they were survival and they were totally
in adapt because they erred onthe side of, um, like we want to
help people.
They, they're high adapt.
Maybe even growth, right?
They have tons of people nowthey're calling people up and
you say, did that help out?
They're like, are you kiddingme?
That was amazing.
Oh my goodness.
I don't know what I would'vedone.
(19:17):
If you're like, okay, well, isit possible for us to move to a
big land?
They're like, yes.
Let me tell you who the personis you talk to.
Let me tell you and I'll do avideo testimonial for you.
Let me explain how you get yourcurriculum into this school
district.
Right.
And uh, it's amazing and aperfect example of why studies
weekly, number one did the rightthing, used shelving.
(19:40):
That's sales and helping as thefoundation for starting the
relationship.
Those people, we'll never forgethow they opened their heart, how
they added value first, and thensome may continue with their
current curriculum.
That's okay.
Right?
These guys are significantbusiness people.
They know that, that you knowwhen 1000% of the time, but yeah
(20:00):
, they also know that some ofthe people who had a chance to
look at the curriculum saw thecurriculum is good, saw that it
was better than what they wereoffering, saw that they were
willing to make an investmentand a, it's likely that they
will see like a growth going inthe 2021 school year.
Kyle Hamer (20:17):
So that sounds like a company that maybe has a
product or it's been, it'sproductized.
What about companies that are inservice industries?
I mean, whether it's oil changesor a car mechanics, you know,
you, Barbara's in salon hunters,they're going to have to come
back to work at some point.
How can, how can otherorganizations leverage this type
of thinking to help facilitateand reignite the conversation in
(20:41):
the services industry?
Dan Tyre (20:42):
Yeah, and adapt.
This is what entrepreneurs do.
No one knew going into 2020 wasgoing to be like, but you've got
to sit there and say, all right,what is my a problem of my
customer?
The thing that I would suggestis I want you to niche.
You know, Kyle, I've beentelling you since I've known you
the riches or in the niche,because in 2017 you could be a
generalist work with everybody.
And I was okay with that, right?
(21:03):
In 2014, the average company hadsix competitors in 2019 the
average company has 44, right?
Therefore, if I have a problem,I want the guy from Houston who
lived in Nebraska, Kansas andIowa to work on that because I
know you know, that kind ofbusiness.
And if I'm going to stomachache,I don't want a doctor, I want a
(21:25):
Gastrointerologist because Iwant somebody to solve it very,
very quickly.
I want to move somebody whounderstands me.
I know like everybody says this,but it's all about me, Kyle,
right?
I don't really care about theservices you provide.
I care about one thing, myproblem and your ability to
solve.
So if you say no tire, I workwith um, early employees of a
(21:46):
multimillion dollar softwarecompanies.
You have speaking engagementsall over the world that want to
double their speaking fees.
Does that sound like you?
I'm like, that sounds exactlylike me.
Tell me more.
Right, and then we have thisconversation.
So one of the most difficultthings is to narrow your niche
so that you have a hundred or200 prospects depending on the
(22:06):
number of net new businessesthat you need, and you can
become an expert in that niche,right?
We call that the flywheel.
We want you to pick your nicheand then we want you to leverage
your customers because yourcustomers are more important
than your sales team, yourcustomers.
You have to have a user casestudies.
You have to have testimonials,you have to have YouTube videos
(22:27):
because when a salespersoncalls, everybody knows he has a
vested interest.
When your customer sets up areference call and says, Nana,
this is what they do, right?
This is what they needimprovement.
This is why I bought, this iswhat I thought I needed.
That's not what I did.
What this person did is have,now it's a third party.
It's like a human review or um,testimonial, right?
(22:50):
And now it's a completelydifferent ballgame.
So we urge all of our, um, areour partners and customers in
the new normal.
You circle the wagons, we callit customer engagement, right?
You bear hugged your currentcustomers and you tell them, all
right, I love you as a customer.
You actually pick up the phoneand thank them for being a
customer.
(23:11):
When was the last time somebodycalled you Kyle and said, thank
you for being a good desk?
I'm probably not a goodcustomer.
I mentioned, who are you, theBennett customer and if somebody
called you up?
I ran a function for a handfulof partners and uh, after I ran
the function, the guy at therestaurant called me up and he
(23:32):
said, uh, Hey, it sounded likeyou guys were having a good
time.
I wanted to thank you for yourbusiness.
If you have another like acocktail party like that, please
feel free to call me personallyand I'll make sure we have the
same.
I'm like, Oh goodness, thank youso much.
Your, what's your name again?
And, uh, but ready to go.
Uh, another, uh, like, uh,adapting story other than, uh,
(23:54):
studies weekly is here inPhoenix.
There's a, there's a restaurantthat decided like, okay, we're a
pretty high scale restaurant.
I wonder if there's anyone whowanted a private chef that never
wanted a private chef causewe'll be your private chef now
you tell us what time you wantto eat, you text us at like
we'll deliver at the same timeor if you want us to change it,
(24:14):
right.
They run their kitchen right andthey drop off the, the food
outside your door at the exacttime in these little boxes.
Right.
And it's Courtenay world-classfood.
Oh I can, that is brilliant.
How do you figure something out?
They're like, well we've triedto think from our customer's
perspective what they reallywanted and the best way to
deliver that under the way wecould.
(24:35):
And we wanted to employ ourpeople so that we have, so that
people used to be waiters, nowthey're drivers, right?
They're all masked up and theygot the gloves and like they're
like, we're, we're trying reallyhard to like follow all those,
the protocols.
And although their business isdown, it's not like flat up
down.
And it's a good example of aadopting in the new norm.
Kyle Hamer (25:00):
It almost sounds like in, in our new normal,
especially in the transitiontime that we're in, that a lot
of it is adapt and survive,right?
It's not necessarily adapting,grow, but it's adapting survive
for now.
That might metamorphis you intocompletely different business.
Dan Tyre (25:13):
It depends on if you're selling health
supplements, if you're doinge-learning, if you're doing
drugs, you're in growth mode.
Cannabis, I don't know how it isin Houston, but here that's
viewed as an essential serviceright there going crazy.
Everything's been orderedonline, right?
Therefore, the ability for, um,people to realize that all the
(25:34):
activity is online, which thisis just a little Bush in the
direction was going anywhere.
That your website is like yourreceptionary, right?
That is the way that you'rewelcoming people.
And Kyle as a inbound agency,you know that your ability to
welcome people with[inaudible]top of the funnel offers when
they come to your website thefirst time.
Critically important, I can'ttell you the number of websites
(25:56):
you go to and there's no likewelcoming top of the funnel,
right?
I can't tell you the number ofcompanies that go and show the
same calls to action and landingpages to prospects as well as
customers, which we call thatclient engagement, right?
Will you bear hug yourcustomers, you want your clients
to come back[inaudible][inaudible] at least once a
week.
You want to make sure that theysee specialized, uh, calls to
(26:18):
action landing phase so you cancross sell up, sell, add more
value, help them like have aseparate part of your uh,
website for um, like, uh, likeuh, customer only content,
right?
And so they feel like the moneythat they pay you is well worth
it.
So you're helping them solveadditional problems and locking
(26:40):
in those customers, making surethey don't go away is a good way
of, um, like circling the wagonsand make sure you can grow as a,
as we come up, we've jumped,we've jumped over to marketing
and sales in today.
Wow.
It's, it's, it's all blendedtogether.
That's what I invented our new2007.
(27:02):
I was getting drunk with my Gobiassociate, uh, COO at the time.
It brilliant guy taught me aton.
And um, when I first started upso we didn't have the inbound
leads, right?
I was cold calling for HubSpot.
Don't tell anybody.
And I would call people, right?
Uh, like everybody I knew andI'd say there's this thing
called inbound.
They'd asked me two questions.
(27:23):
Number one, uh, what is inbound?
And I explain it is helpingbefore selling.
It's treating people like humanbeings.
It's optimizing your website sopeople find you first and then
they'd say, well look, does itwork?
[inaudible] I dunno, he got like20 customers.
It seems to make sense to me.
Uh, now in 2020, we know itworks.
(27:43):
We know it's a huge competitiveadvantage.
I tell people in my publicpresentations, if you're a CEO,
you have more than 10 people inyour sales team, take your two
least performing sales people,fire them.
You have all the money tomarket, and they're like, what?
I go, you know, they're notgoing to make their quota
anyway.
They're not good representativesof your company, right, and
you're overspending in salesbecause that's the way you've
(28:06):
always done it, right?
In the past.
You've like invested therebecause there's a quicker return
on investment.
I go, but that's not the way itworks.
Now you need somebody like Kyle,right?
You take that money, you give itto an agency or a solutions
partner, right?
Or you give it to marketingbecause right?
65% of the process happensonline before somebody wants to
(28:27):
talk to a salesperson.
In certain industries, it's 99%buy a car.
In Houston, you don't talk to asalesperson 50% of the way
through.
You're like, here's the Kellyblue book costs.
You're either going to sell tome at this cost or$1,000, that's
where I'm going across thestreet or buyer from Carvana.
Right?
And I tell marketers, if you'renot practicing in down quick,
(28:47):
because unless you got a million, um, contacts in your database,
the average like, um, customerdatabase atrophies back 23 to
27% a year.
People like move, they don'twant to see your stuff anymore.
They moved to get promoted,things like that.
Those people, right?
Um, you need to con concontinually refresh.
(29:08):
You have to get more contactsin.
And inbound is a great way foryou to like connect with people
who are there.
And I tell salespeople, ifyou're not getting inbound
leads, quit and go get inboundleads.
Because I spent all my timetalking to people who I'd say,
well, I saw you came to thewebsite, you downloaded that
ebook on international incconverse.
What were you looking for help?
(29:29):
And they're like, Oh, you knowwhat I was looking for?
And we start the relationship.
I don't push him.
I know that they're interestedbecause of the trigger, uh,
event.
And it's 90% of the format ofsales was like, um, prospect.
Now it's much, much easier.
And now how, you know, you canteach people how to use video
(29:50):
email, which is the biggestinnovation in emails since it
invention of email.
You could teach them how to dothe warm calling, no more cold
calling, all warm calling,right?
And you're an expert andunderstanding how to get your
sales people to new new ageengagement where you start the
relationship
Kyle Hamer (30:07):
and it builds over time.
I think so you know, if I couldsummarize it, Dan, it sounds to
me like one of the things that'sreally important, and it's
cliche but, but one of thethings that's really important
for businesses, owners,entrepreneurs and leaders to
keep in mind is that as we'retransitioning, the thinking that
got you here is not necessarilythe thinking that's going to get
(30:29):
you there.
And yeah.
Dan Tyre (30:31):
Yeah, I would agree.
100% entrepreneurs are alwaysentrepreneurs.
What makes you a greatentrepreneur is you'll pivot,
you'll take in all of theinformation, you'll see what's
going on and you'll make a newassessment, right?
For some people in that has beena way of life for 10 years.
Right?
That's just the way it is.
That's the way they've scaledtheir business and they
(30:52):
understand that competitiveadvantage and know that it's a
better thing.
For some people it's still brandnew, right?
They've heard about inbound, butthey're like, eh, not my
industry.
I was working with a CPA firm inAustralia and they're like, no,
no, no, no, no.
This is word of mouth.
We don't get our leads that way.
I go, I know you don't, butwhere do you think those leads
go?
And they're like, well, what doyou mean?
(31:13):
I'm like, when somebody types inSydney CPA, how many searches,
responses come up?
And they're like, well, I dunno.
Let me check 1.7 million.
I'm like, well, who are allthose people?
You think they are all CPAs ordo you think they're looking for
a CPA?
[inaudible] he's like, yeah, butthat's not the way I worked.
I go, that's the way it worksnow because if I'm in the United
(31:34):
States and need to hire a CPAfor my grandfather who lives in
Sydney, right?
That's all I'm doing.
That's how I'm finding, I'm notgoing to call a lawyer cause I
don't have one.
I'm going to find it online.
That's why you need to trick outyour website.
That's why you need to say like,we help like this demographic in
Sydney with this type ofaccounting problem and if you're
niche enough, right, and you cangrow to the top of the search,
(31:58):
you'll get all of the business.
Kyle Hamer (32:02):
You know, Dan, it sounds like in many ways what
you're, what you're promoting isthis, this seismic shift
happening in the market wheresalespeople are no longer
salespeople, they're just ordertakers.
It's like driving up toMcDonald's and saying, I'd like
fries and a double quarterpounder and they say, Oh, would
you like, I don't know, it'syour choice, but would you like
(32:22):
a ice cream cone to go with thattoday?
Or would you like a large Cokeinstead?
Like is that where we're headedwith, with business in
interactivity here is, is tothis space where marketing has
done all the work in sales isjust collecting the money.
Dan Tyre (32:35):
I know sales is still super important and the
relationship still important,right?
It's just different.
In the old days, I spent all mytime saying, you should buy this
right now.
I spent all my time diagnosingwhat you need.
The hardest thing for asalesperson is if I can help
you, but you're a not exactlythe right fit.
This was driven home to me when,um, I was looking to buy a
(32:58):
refrigerator in Cambridge andthe refrigerator person says,
where do you live?
And I'm like, Arlington.
He goes, okay, don't buy therefrigerator for me.
Like, excuse me, you don't wantto send me the refrigerator
cause I want to sell you therefrigerator.
But the guy in Arlington, he iscloser to you.
If you have to do a servicecall, it would be better for
him.
Right.
And I'm like, you would send meto a competitor?
(33:19):
And he's like, yeah, I wouldbecause it's better for you.
And, um, he's like the, it's notthat big a deal.
He does the same thing for me,but we both know that you're
better off there based on whereyou live.
And I'm like, okay, this is arefrigerator salesperson who's
giving up, I don't know, acouple of hundred dollars
commission because it's in mybest interest.
I'm like, that's the greatestthing ever.
And it, it's hard for salespeople to do it.
(33:42):
We'll lose a million sales jobsand one of the channels
challenges will be like overtime, this will force that,
right?
Because, um, people will be alittle bit more focused on the
right type of business, right?
But salespeople have to more tobe an industry consultant.
They have to ask the rightquestions.
They have to have very goodlistening skills.
They have to have a range ofunderstanding solutions that
(34:04):
exceeds their own products.
Right.
In other words, if I think thata, there's another product
that's better for you.
I can't be afraid of saying, youknow, Kyle, you're a good guy,
but I'm not going to sell it toyou.
In fact, in the inboundorganization, a chapter 23 is
my, a friend of professor DavidWinehouse.
And um, he, uh, we have anexplicit example of somebody
(34:28):
called with their credit cardready to buy the HubSpot
software and he refused to takethe order and they're like, no,
no, no, no, you don'tunderstand.
We're ready to buy.
And he's like, I know, butyou're not a good fit.
You're not at the right levelwhere you're ready to.
And they were best like, who'syour boss?
I'm going to tell I'm going tosend a like, threatening email.
And uh, they did.
And uh, David Winehouse waslike, it's not the right that
(34:50):
it's not the right time.
Right.
They came back two years laterand said, you were 100% right.
Right.
We made a huge mistake.
We wasted time.
We wasted effort.
We never should have moved whenwe did[inaudible] they want us
was like, yeah.
So we wrote it up because it'sthe hardest thing for a
salesperson to do is for me tosay, no, HubSpot's not a good
(35:10):
fit for you.
This is why you're better offgoing into Marquetto or act out
or something like that.
And if that's the truth, yougain more longterm credibility,
right?
You're going to have happiercustomers.
There's enough business foreverybody to go around and you
gotta do what you gotta do,right?
If as soon as you know and youand I have high trust, as soon
as you know that I'm acting inyour best interest, right?
(35:31):
First of all, that broadens mypersonal brand.
Second of all, that ensures thatI don't bring on marginal
customers.
[inaudible] all right?
I want all my customers to bevery, very happy because in 2020
that's what you expect.
[inaudible] days, if you had aproblem, you call my boss.
He called me into the office andyelled at, then nothing else
happened.
I keep continue to do it.
Now you're on Twitter andInstagram and LinkedIn and
(35:53):
saying, ah, but some subsequentguys are either great or nah,
they're not so great and we muchprefer that you're saying good
stuff about us.
That's why our reviews are sogood because it's not what you,
it's not about the producttoday.
It's how you position theproduct, how you sell the
product, how you're listeningskills and your diagnosis is
(36:14):
focused towards um, getting theright customers.
Kyle Hamer (36:19):
So again, I mean, just the last, the last couple
of minutes here, we've touchedon some things that I was going
to ask, which is like what isit, what does a new sales person
going to look like?
How are the people going toensure that they're not part of
that million jobs lost?
But I mean, you summarized itpretty good.
And what it boils down to, if Icould say it in a sentence, is
have a human to humanconversation and be, start
(36:41):
getting good at askingquestions.
Dan Tyre (36:43):
That's awesome.
That's right.
You can see blog articles thatI've wrote called, um, there's
um, actually, uh, a inboundsales certification that a
HubSpot Academy inbound salescertification takes two hours
and you'll learn the new way ofengaging.
It starts with identifying goodfit customers.
(37:04):
And as we mentioned, the richesare in the niches.
It starts with a conversationwhere you pick up the phone and
you say, I'm calling a HubSpotagency owners in Houston that,
uh, are looking to generate ahandful of additional high value
retainers and need a littlehelp, right?
It moves to a discovery call.
In the old days we did a productdemo.
No more product demos don'tcares about your product, right?
(37:27):
They care about can you get theresult that you say that you're
getting right or that you're,all these other folks are
getting, everybody cares aboutlet's get this bread, let's
figure it out.
What we need to do to like fixthe problem.
And of course, buying thesoftware is the easy part.
Implementing it and managing itis a challenge, right?
(37:48):
And these relationships, thesemarketing relationships, if
they're done right, it's not anRFP, it's not what product
features.
Everybody has the same productfeatures pretty much.
And if they don't, they'll allhave them in six months.
The key is what's therelationship like?
How does this company look atthe long term?
Did they support theirecosystem?
They support their partners.
(38:09):
Do they support their employees?
Do you have good, um, retention?
Do people like working there?
Is there a, a vision, a missionand a book?
The inbound organization is allabout how to build that
corporate culture so that youcan be a mission driven, a
business built on it though.
Kyle Hamer (38:26):
Well, the one thing that I know about you, Dan, is
that whatever culture andcompany you're a part of, it's
all about having fun.
I mean, at the end of the day,you still got to get work done,
but you're going to have a goodtime getting there.
So you got any advice for peoplewho are feeling like, man, this
is a slog right now.
And it's, it's tough out there.
How to add a little fun intotheir daily routine.
Dan Tyre (38:47):
Yeah, that's awesome.
First of all, here in control ofyour brain, your brain is a very
important, um, like, um, Oregon,arguably the most important
organ in your body.
And uh, you can be as happy asyou want to be, even in like
very, very difficult times ifyou're, uh, impacted by, um,
like the virus in the UnitedStates or someplace, right?
(39:09):
It's not going to be[inaudible]specifically fun, right?
But you gotta like beintentional about what you're
going to do and like, realizewhere you're there.
If you're in adapt mode, right?
This is an unprecedent time orgrowth mode for you to leverage
all of the things that we'velearned, right?
And understand that I'm, thereare people who are going to fall
(39:29):
into each one of thosecategories to the best of your
ability.
If you're in one of theindustries that are in survival
ball, find a new industry,right?
It's as good a time as any andyou got to move, you gotta move
quick and I understand you gottabe intentional about what you
want and then, um, then we canlike get there.
I like to have fun by workingwith other people.
I like to have fun by working insmall groups.
(39:51):
I like to have fun by helpingpeople, uh, build their, um,
longterm vision board as asomebody who's in one of my
programs.
Now, Kyle, I know you've done avision board of the aspirations
and things that you want toaccomplish, right?
Which is super fun.
Uh, I strongly suggest that youget a motivational playlist on.
(40:11):
Okay, Kara, if you're a Snoopdog or a Aerosmith or what kind
of person you are, but I want tomake sure that you're listening
to good dance.
I want to make sure that you arestaying healthy, right?
Good solid sleep.
Um, good diet and exercise.
Like some people are gaining alittle weight.
My wife, I think she's probablylost 15 pounds, like she's on
(40:33):
this rigid schedule.
That's good.
And then, um, my othersuggestion is get a S S P a
shameless self promotion filefor your email.
Whenever anybody sends yousomething good, you move it over
to your SSP.
So when you're feeling like thebig dog eats you, you go in and
just read all the great emailsthat somebody sent you and makes
you feel a little.
Kyle Hamer (40:52):
That's fantastic advice.
Well, I've really appreciatedyou sharing, um, a lot about the
inbound marketing organization,a sales and post coven 19 world.
I'm going to ask you one lastquestion as we leave here.
Can you explain to the audience
Dan Tyre (41:09):
what mutton busting is?
Okay.
So when I met Kyle down inHouston, right?
Um, we did an AMA event and thena, a HubSpot user group event.
If you're OB spot user andlistening to this, uh, just
Google HubSpot user group inwhichever city you're in and
you'll see a list of all ofthem.
And, uh, I'm talking to the goodpeople of Houston and I'm
(41:31):
working in Houston for a decadeand love it.
People from Houston.
Mmm.
Sometimes they wear weirdclothes.
Sometimes they show up in aStetson hat, like a big, that's
an app like on television.
And sometimes they have like abelt buckle the size of a cat.
Right?
But they're very cordial in thehandies like Houston, say like,
you don't know what you'rehunting for, Dan, don't get off
(41:53):
the porch, which is likehomespun wisdom.
I've always thought the people,Houston pretty smart.
And so I'm talking to her andI'm like, well, what do you guys
do in February in like Houston?
And they go the rodeo.
And I'm like, really?
And then like, yeah, the rodeois great on what's the best part
of rodeo.
And they are like mutton,Boston, they all say it at the
same time.
And I'm like, hold on a second,right?
(42:14):
You're pulling my leg.
What is mutton busting?
And like, they're all sharing atthe dinner table how people in
Houston, right.
Um, like[inaudible] dress uptheir kids like hockey players
and put them on the back of thesheep and then send them across
the rodeo.
I'm like, no way there.
Go.
Yep.
That's mutton, Boston.
(42:35):
And they're like, you're notsaying it right, but yeah, I'm
like, that's, you can't do thatif you, they put you in jail.
If you were in Boston and youdid button Boston, they're like,
no, it's super funny.
It's super interesting.
Right?
And kids love it, right?
If they fall off a ship, it'snot going to get them.
I'm like, okay.
No one outside of a hundred mileradius of, uh, Houston knows
anything about button busting.
(42:56):
[inaudible] as Kyle has provento me is inaccurate.
Right.
Because Kyle, you have familythat was involved in the rodeo
and um, Colorado and Oklahomaand New Mexico, right?
Kyle Hamer (43:08):
Yeah.
My grandfather for many yearswould, uh, announce the pro
circuit in Southwest Kansas, theOklahoma, Texas panhandle
Dan Tyre (43:16):
in the New Mexico and then Eastern Colorado.
So I've known about muttonbusting forever and we were on a
call the other day, Dan, whereit's in Northern California.
So apparently you have to liveunder a rock to not know what
mutton busting is.
All I'm saying is that state ofthe rotation, that is one of the
funniest jokes of 2020, becauseit's just a funny thing to say.
It's even a funnier thing whenjust Google it and see the
(43:38):
images.
Amazing.
Right.
And add just teaches me that uh,always learning new stuff.
It's like fascinating world welive in.
Yeah.
We'll drop a link
Kyle Hamer (43:47):
getting the uh, in the, in the bio section of the
podcast so people can click onit and either a watch what's
going on when you got a littlefour year old are repping across
the road on them on a sheep or aclick in and see some of the
images cause they're prettyfantastic.
Dan, thank you so much for beinghere.
Thank you for sharing your yourtime.
You've been very generous withyour wisdom.
(44:09):
It's been great to have you.
Dan Tyre (44:10):
Thank you so much.
You're welcome.
Thank you very much, Kyle.
Anybody needs me for anything?
You've got a Dan talk, www Dantire.com you can email me D tire
and hubspot.com and I am at yourservice.
Thank you so much, Kyle.
Have a great day.
Kyle Hamer (44:24):
You do the same.
Thanks everybody that'slistening.
We've been listening to Dan tireon the summit as we've talked
about selling a post coven 19world.
Thanks again in tuna next weekfor summit podcast where we make
business easy, accessible, andreally put sales and marketing
in your lap.
This has been your host, KyleHaimer.
Thank you for attending.
(44:47):
All right, man.
Thank you.
That was awesome.
I knew going to.
Popular Podcasts
United States of Kennedy
United States of Kennedy is a podcast about our cultural fascination with the Kennedy dynasty. Every week, hosts Lyra Smith and George Civeris go into one aspect of the Kennedy story.
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com