Episode released on: 24. October 2022
The CX Goalkeeper had the great opportunity to interview Timothy Hughes
LinkedIn Headline: Should have Played Quidditch for England
- 00:00 Game Start
- 00:45 Timothy’s introduction
- 02:00 Timothy’s values
- 03:31 which changes have taken places over the last few months in relation to digital and customer experience?
- 10:04 How do you define social selling in the right way?
- 17:23 Customer Experiences from Tim’s point of view
- 20:28 How to differentiate between SPAM and social selling
- 26:09 The future of CX
- 28:07 Book suggestion
- 29:22 Contact details
- 30.05 Tim’s Golden Nugget
and much more
Tim’s Contact Details:
- https://www.linkedin.com/in/timothyhughessocialselling/ (please add as a subject of the message “from Greg’s Podcast”)
His book suggestion:
- Crossing the Chasm Summary by Geoffrey Moore
Guest’s Golden Nuggets:
- It’s related to the digital dominance piece. We’re asking a lot of people at the moment who is the leading technical and commercial influence in your market or vertical
- And what what what we’re seeing in the b2c business to consumer space Is there a very clear definition of what an influencer is, and how they influence people
- We don’t see that in the business to business space. And the thing is, is that being an influencer isn’t okay. If people go influence and then roll their eyes and think it’s something to do with tiktok and dancing and stuff like that.
- Now, this is a way of you defining your market.
- if you’re a small player, or even if you’re a big player, but if you’re a small player, and you are fighting against big players, this is how you can actually define the market, define the narrative.
- And what we’re what we’re doing is that we’re working with a number of organizations, where we’re using things like live streaming, as the ability to make that definition, and basically create an anchor in the markets. And then, you are the person that is that is defining that market. And the other people then have to shift to do what you’re what you’re what you’re doing.
- we’re seeing that taking place now in b2b. People are starting to do it. And what went well, it’s quite funny to watch, because we’ve seen one of our clients do it. And then we’ve seen the competition go absolutely ballistic, trying to work out what to do. And it’s quite funny watching the competition, which in effect, you can see struggling and drowning, because they don’t understand the technicalities, or the science or the psychology behind what the clients are doing.
- This thing about understanding the technical and commercial influence in b2b. We’re going to see a massive uptake on that. Because people can use digital as a way of defining the market.
“This thing about understanding the technical and commercial influence in b2b. We’re going to see a massive uptake on that. Because people can use digital as a way of defining the market.” @Timothy_Hughes on the CX Goalkeeper PodcastTweet
#customerexperience #leadership #cxgoalkeeper #cxtransformation #podcast
Gregorio Uglioni 0:00
Ladies and gentlemen, welcome to the CX goalkeeper podcast, your host, Gregorio Uglioni, will have small discussions with experts, thought leaders, and friends on customer experience, transformation, innovation and leadership. I hope you will enjoy the next episode.
Ladies and gentlemen, tonight, it’s really a big, big pleasure because Tim Haughes together with me. Hi, Tim, how are you?
Timothy Haughes 0:28
Hi, Greg, I’m really excited to talk to you. It’s it’s a, it’s a lovely day here in London. And I’m really excited to talk with you and talk about customer experience and the way things have changed. And it’s a, it’s a wonderful world that we live in.
Gregorio Uglioni 0:45
I think what you’re saying, Yes, that’s true, we need to look on the bright side of life, to quote a song can reside that I think this is, and this is also an important to have this discussion, these exchanges. And you know, we met through LinkedIn, and it was a good match for you for my audience. And therefore, I’m super happy to discuss with you about customer experience and social selling, we see also in your background, or the people watching to the video, that you have a nice book. But before we start discussing about the book, I always ask this question, Tim, could you please introduce yourself?
Timothy Haughes 1:19
Yes, I’m Tim Hughes. And I’m the CEO and co founder of a company called DLA DLA Ignite. And what we do is that we transform sales teams and transform businesses to use digital, so not digital as in it things with digital in terms of the people in the process. And that quite often manifests itself in what most people know as social selling. And as you mentioned, there’s a I’ve got a new book out. And so most people see it is the digitalization of sales, but actually, it’s very, very much broader than that. But we’re here really to talk about customer experience, and sales and marketing.
Gregorio Uglioni 2:00
But I think social selling and social, social media are really, really important. But before we did a deep dive in this topic, perhaps also to learn a bit more about you which values drives in life.
Timothy Haughes 2:14
Gregorio Uglioni 2:16
which values drives you in life?
Timothy Haughes 2:21
I think that, I mean, what what we try and do, and what I try and show is what as well as to what, what we’re doing is helping people. And we’re helping people to be more effective and efficient. And I know kind of like everybody can will say that. But what we’re doing is that we’re this hit, we’re living in a world have an inflection point. So it’s a bit like when the Industrial Revolution came along, and, and change things here we are in a similar Industrial Revolution. And we’re moving to digital, and for everybody, that’s going to be difficult and hard. But they’ve got to do it to survive. And so the best thing to do is actually to come from it from a way of actually help. And you know, what we do every day is, all of us who work for the business put out interesting content that we think that will help people. And the book is there, it’s not about me and my journey or anything like that. It’s it’s a book, that workbook to help people who want to become digital or want to use social selling. So that and that that kind of drives us every day.
Gregorio Uglioni 3:31
Thank you very much. And I think you are already touching the topic where we’d like to discuss it. And to kick off this this topic. We speak about customer experience on this on the show, you are speaking about social selling. And I think these two topics are really related between between themselves. And basically now with COVID Going in direction digital. Do you see any changes that have taken places over the last few few months in relation to digital and customer experience?
Timothy Haughes 4:01
But I think there’s been a massive change even before COVID. You know, we were seeing that social media have changed the world. It’s changed the way that we live our lives from society perspective, you know, we now are able to keep in contact with people right across the world and grandparents are able to see grandchildren in Australia and stuff like that. And we were never able to do that before. And we also know that when we turn on the TV, there will be something about something about Twitter or someone said this sort of someone and we’ve also seen that the way that we’ve changed the way that we do business. You know, when I first started doing working in corporate world helping salespeople with social you know, it’s just a case of well why don’t you look up your customers before you go and see them. But that’s now accelerated and as buyers there’s an infinite amount of information available on the on the internet. You know, even something simple about you know, our city Hang in a cafe with my partner and I said, Let’s go to Iceland for the weekend. And she said, Okay, well, I’ll look at the flights and you look at the Airbnb s, and we’re sitting there actually having a conversation with our mobiles, not not as in talking to each other. So I found this, Airbnb, what do you think? And so what happens is that we now have this situation where we’re kind of this, this digital twin, where we have ourselves sitting in the in the analog world, but immediately there will go on into, say, LinkedIn, and there’s us in the digital world. And I think there’s still this disconnection that there’s there’s not an understanding that there is this digital world that we live in. And we talk about being able to walk digital converse, work digital corridors, and have digital conversations. And now that’s a skill, just as much as Excel, and PowerPoint became a skill was it 20 years ago, and being able to do that you will now everybody has to be able to do that. Whether you’re in sales, whether you’re in marketing, whether you’re in human resources, it’s a fundamental way of working. And that’s, and what’s happened with COVID is COVID is accelerated that before COVID, we were in a situation where people went now, you know, it will never happen. And of course, we’ve had two years of having to sit at home, having to use the internet having to converse with people. I remember when when shut down first happened in March 2020, in the UK, and people were saying, I don’t know how to use Zoom. And we were all joking about mum and grandma or whatever go what button do I need to press and stuff like that. They’re my, my mother started running, she runs Wine groups. She’s a big member of the EU three a the University of the Third Age, then they spend, and someone said, oh, you can’t run a wine group on on zoom on Zoom. She said, Okay, I’ll show you how to do it. And so one person went by and dropped the bottles, all the different houses, and then they sat there on Zoom and tasted them and everything is now they said you couldn’t run, you couldn’t have a doctor on Zoom. Now, the only way that you can get doctor here in the UK is now online, they said you can’t run churches, you can’t do piano lessons, all of that is now is the whole of the way that we live live has now transferred, transferred online. And that’s the same in business as it is in society. And the problem that that organizations face is not realizing this and or recognizing this and doing something about
Gregorio Uglioni 7:25
it. It’s super interesting what what you’re saying. And I really liked the way that you’re explained it on one side on the human side, making the example of your partner and so on. And on the other side on the business and perhaps to unpack also my experience what what you said, this is this is the key because I have a small son is five years old. And this is what the only way that we eat was able to speak with with the grandma or grandpa with the grandchildren and earning this connection between him and my mother or my father in law. It helped and at least it was only digital but now they understand that the small children are five years old, oh, I can talk with with my, with other people through the phone. And on the other side. Also, other people that are able to be part of the familiar situation also far, far far away.
Timothy Haughes 8:23
And I remember and I remember having calls, you know, run the global business, you know, and I remember having a call in the morning with Australia then going on to having one with India, them having one in the UK. And then having one in with the US. Everybody was in exactly the same position. It wasn’t just because there was a typhoon in in Japan or something like that everybody across the world had the same it was impacted the same way. And we were all forced to learn how to use mobile phones, how to use the internet and how to use tools like this, how to use social media, and even even the lifeguards, you know, 60% of the world’s population are now active on social media. And active means that they spend two and a half hours a day. So, you know, a friend of mine who’s a millennial said, if you’re not on social media, then it only means you got something to hide. And we’re now in a situation where the only people that are not on social media worldwide are people like North Korea and Burundi and places where they block access to it. So it’s made such a massive change and it’s set made such a massive change to the way that we do business and the expectation from our from our buyers and our customers in the way that they do business with us which is now online.
Gregorio Uglioni 9:46
And I think this is this is the key all the consumers all the buyers are now online comparing online what you said with the example of your partner that you were trying to book an Airbnb and to book the flight and how can then brands find a new way to connect with buyers.
Timothy Haughes 10:04
Yes. And that’s, that’s, that’s the $56 million question, which is what what brands have done now for over 100 years is use interruption. So what you do, whether it’s a cold call or an email or advert is you interrupt me and you pitch. And what brands think they do with social media is they do interruption, which is they will pay media, which is they’re going to interrupt me and their pitch, and then they find it doesn’t work. And the reason why doesn’t work is social media is social media. It’s a media that allows you to be social, which is, you know, you and I met because we had, we met, we had a conversation, just as we much, much as if I met you in at a networking event in Zurich, and said, Hi, how you doing? Hi, it’s been a long time since I was in Zurich. And, you know, and and then we had a conference and have a conversation. And that’s the thing that people miss that because what they’ve done before is that they’ve posted that they’ve they’ve made a cold call, they’ve posted an email, and they don’t. And once you send the email, you go, Well, that’s it. With social, what you actually do is you have conversations. So posting on social actually doesn’t generate you anything posting on social to generate a conversation does, because it because within b2b conversations, create sales, you know, what I sell requires you to have a conversation. And what most people sell in b2b requires you to have a conversation, maybe you can, you can turn some of it and say, right, okay, we’re going to post something on the web, and maybe some people will buy it. But history has shown so far that when when customers say they prefer to buy off the web, what they actually mean is I don’t like dealing with salespeople, because all they do is try and pitch to me, and try and sell me something. And what happens is, unfortunately, all of this stuff about interruption goes against a very common psychological condition, which is that we don’t like being told what to do. Or we don’t like being presented with an idea. And what happens is that it impacts our the old brain so the brain that we had on the Serengeti, not the new brain that we have. And that brain has two reactions, one is fight and one is flight. So what happens is that if I if I, immediately if someone cold calls me, I don’t take off course. But if they if there’s someone got through immediately, the first thing that happens is you want to either fight them or flight. And the problem with cold calling is you have to try and get through that. I couldn’t give you other reasons why it cold calling doesn’t work anymore. But fundamentally, we see marketing is broken. And until people actually recognize that we’re living in a hyper connected world, where we’re able to get ahold of as buyers, we’re able to make decisions, go around salespeople, not look at Brands, compare things so even if you cold call me I can go online and I can compare you to other brands. The same with adverts. You know, a friend of mine said to me, I like adverts are so wise, he says well, it gives me ideas. And then I go on music and buy from another brand. Go and buy another product. So here we are people placing ads, and all they’re doing is driving people to the competition. This is the fundamental issue that brands are impacted with today.
Gregorio Uglioni 13:39
I think that what you’re saying is extremely interesting. One thing that you mentioned that I would like to repeat is people are spending two and a half hours on social media. At the end, it means a lot of time. The second thing that you mentioned it’s about conversation, because and I am also LinkedIn, I continuously get these messages, DMS do you have 30 minutes to 15 minutes tomorrow or next week for a conversation. I could spend my whole day only listening to pitches to something that I don’t need. And I think what what you’re saying it’s extremely key and changing and going in now in the right direction, what you were saying? How do you define social selling in the right way?
Timothy Haughes 14:25
Really, really good question, Greg. And just going back to what you say, you know, these people that are sending spam messages that’s not social selling, it’s spam. We see social selling is it’s about using your presence and behavior on social media to build influence and and connections grow relationships, and trust, which leads to conversation and commercial interaction. And what we do is that we help organizations do that. So that’s about connecting to people and and starting a conversation just as much as I would too, if I came out before I was in Zurich, and I came up to you and say, Hey, Greg, I like your hats. And and we just start talking. And the thing is, is, we’re all used to doing that. And we’re all used to, you know, have going to parties or meeting parents and having conversations. But the moment that we seem to switch into work mode, we suddenly can’t we lose the the art of the conversation, immediately, all we can do is talk about our company and our products, and nobody cares. Nobody cares about our company or products. They may do further down the line once you’ve actually had a conversation. But see, I was talking to someone the other day, senior sales leader, and and he said to me, he said, she said, I don’t believe any of this works. I said, so how do you think we’ve just got on this call? Anyway? Oh, yeah, that’s it. So I connected to you on LinkedIn, you went in, I said, we then started having a conversation. It was you that actually suggested that we go on a call and have a and I said, Here I am pitching to you. This, then and it was just like that penny drop moment, or that aha moment where someone went, Oh, yeah. And you know, this isn’t, even though we may say, stop, stop selling, actually, your sell more by stop selling. And by being social, and so on social media and having conversations. And what we do is that what I’m what I talk about in this book is about how to do that, how, how you can actually use social media. Now, one CEO said to me, when he read the first edition of it, he said it was the first book he’d ever read, we saw there was a connection between social media, and revenue. And that’s what that’s the message that I had in my head, when I rewrote the book for the second edition, I wanted to make sure that people are very, very clear that there is an ability to create revenue from social, if you’re not, you’re leaving money on the table.
Gregorio Uglioni 17:06
And what you’re saying is exactly the same discussion that we have in the customer experience community, How we link customer experience to revenues to profit, long term profit, short term profit. But at the end, it’s why a business exists is to make profit and to earn money and create value
Timothy Haughes 17:23
customer experience is the experience, the experience that the buyer hat, the buyer, well, let’s take the buyer for the moment has gone digital. So it’s not just about your website, because if you think about what what buyers do, buyers will go on to social media. And they will say I’ve got a you know, they will start searching for a problem. So we have a client, which is now Moss, which is 100 person, Oracle reseller. They’re in a situation where they’ve transformed their sales team, the sales team now have what we call buyer centric profiles. They look interesting to boss, the boss said, You look interesting, can you help me and the salesperson then had a conversation, which is a normal conversation that salespeople and buyers have, that turned into a $2.6 million deal. They subsequently taken another 600 600k dollars out of that client. So the fact of the matter is, is this isn’t low level stuff people are making and doing very large transactions on on social and if you’re not empowering your team with it, you’re missing out on that. So so we have this situation, that social is where the buyers are. But it’s also the same with it’s also the buyer is also looking for a job. You know, Job Hunters are doing exactly the same, investors are doing exactly the same. So that your your customer experience is about your online presence, not just about your sales team, but the whole of the business. You know, what, what is it as your as a job Hunter? What, what am I doing? I’m looking to see what your business stands for? What does what’s the CEO like? What’s the board like? And I’m coming onto social media and I’m making those decisions, the same as if I’m going to invest in your business, I’m going to look you up on social. So this is about this isn’t just about sales, this is about whole of customer experience that people have, regardless of where they are, whether your prospects, your clients, your employee, your future employee, an investor, whatever, you have to have an online presence, that people can go that person that isn’t that business interesting. I’d love to work there. Or isn’t that you know, if if I was in the market for that, that that’s the company that I would like to buy. People are doing this right now. This isn’t something that something in the future. You know, we’ve been as a business. We’ve been doing this for six years transforming companies. And we have companies that complain to us complain to us, they have too much pipeline. And they have too much pipeline because they’re building a customer experience and you know this if you go Have a good customer experience, then people will come to you because they’ll come to you. And they’ll also come back. And this is about building a customer experience that people want to go go for in the digital space.
Gregorio Uglioni 20:13
And I think having a pipeline is not so bad. I would say it nowadays.
Timothy Haughes 20:18
absolutely, I thought it was really funny when the people when I was on a call and said, we’ve got a problem. So with that said, we’ve got too much pipeline.
Gregorio Uglioni 20:28
No, I understand that. But what you’re saying it totally makes sense, perhaps also to help the audience to really, really understand the difference between social selling, done in the right way and spam. Do you have some, in some ideas, some thoughts to share, how to really quickly find out what’s good and what’s bad.
Timothy Haughes 20:48
So spam is where people come to you and basically interrupt you and and pitch their product. And it’s the same as what they’re doing it on socialism, as they will do it on email, and it you know, it all of those spam, the three, there’s three things that you need to know understand about social selling. The first is you need to have what we call a buyer centric profile. This is a profile that buyers will go, you look interesting. So your LinkedIn profile is your shop window. There’s 150 million people on LinkedIn and they walk past your shop window every day now, do they walk past it and go that looks boring? Or do they walk past it and go, that person’s looking for a job? Or do they walk past it and go, that looks interesting. I’m gonna actually read this. Wow, that’s random quantity that wow, wow. And, oh, I’ve got a lot in common with this person. You know, what, what, what is it that they what is it they’re going to see when they see that profile? Now, a lot of See, a lot of salespeople will say things like, I’ve got, I’ve been in President’s Club four out of the five years for all I had for the last five years. And whenever I get my teeth into a prospect, either they die, or I will die first. Now, as a buyer, that’s not a person that I’m going to be interested in. So you need to have a profile. And the more that you make it bad about yourself, it is very true that people by people, especially on social, the more you make it about yourself, your more that you’ll find that people will lean in the Chris Fleming who is the CEO of cyber Hawk, which is one of our clients. He says in his summary that he was expelled from school. Now, he tells a story about why he was expelled from school and the learnings that he took from that. And the fact that he’s now a CEO of a of a very fast growing company. But what you’ll do is that your is when people look at it and go.
This is this is a CEO, that I this is a CEO that I’d like to go with, to bid for beers where there’s a CEO that I I’d like I think that we could do business with. And that’s what people are looking for. They’re making those sorts of decisions online. The second thing that you need is a network. And as wide as as broad as network as you can get. Now, what you’ll find is that if you talk to salespeople, you say, Okay, you’re working on a particular account, how many people are you connected to, they’re usually saying none or one. And, and what you need is to be connected to as many people in that account as you can, I have one person who works for me, he has one particular target account, he’s connected to 1000 people in that account. He’s connected to the whole of the C suite in the UK, and the whole of the C suite in the US. But when anybody he connects to looks at him, they look at it and go, Well, he’s connected to all these senior people in this company, he must be a good guy. And so what he’s doing is that he’s actually this is this is about walking the digital corridors, walking those corridors and talking to the different people. Now, when you want to sell into account, you talk to as many people as you as you can to get advice from them. But and he’s having conversations, he’s gaining understanding of what’s going on how he can position his solution, and finding a person that cat, which is what we’ve always done in sales, but he’s doing it digitally. The third thing that you need is content. Now this is not brochures and and brochure where because nobody’s interested, because we know what a brochure says. It says how great your company is. And we know you’re going to say that what we’re looking for is authentic content, something that that shows your personality, but shows that you know what you’re talking about. So for example, this, the example of an Amazon, a salesperson where the person said looked at their profile and said, You look interesting, you’re obviously from the content that we’re sharing, you understand the business issues that I’ve got. Now, we all know if you’ve been in sales or didn’t whether we’ve been in sales short or long. You know what the business issues that you need to resolve, write about it, talk about it, share articles about it, share videos about it. And the more variety on the content you can do the better. If you scale this up, scale it across as many people in your business through sales through HR, maybe through procurement and What happens is that you start what we call start what we call digital dominance. So this is understand it. So this is basically taking on all of the digital conversations and taking all the oxygen away from your competition. So this is so you can start off small with a pilot with sales and then build that up across the business. But ultimately, what happens is that in the network that you’re connected to all of the people that you’re connected to say, Tim Hughes is a really good guy. Because this his profile, he shares really interesting content. And when anybody is looking to buy something, your front of mind. But as you’re, as you’ve been building your network, and you and everybody else in your organization is building that network, your tentacles across the territory or the vertical, even you own it. And this is how people can become the market leader or the Employee of Choice in their particular market by owning that narrative, and owning the and owning the contacts and the connections through their network. Sorry, it’s a bit of a long answer to your question. But hope that gave you the example.
Gregorio Uglioni 26:09
I think this is great. And what you’re saying it totally makes sense. There’s three really important learnings out of this discussion out of this book. And you will need an example. And I want to reuse that. Tim is a good guy. Yes, Tim shared quite a lot of great content or a lot of great content on this podcast. And therefore I suggest also to do things to post it book this podcast and buy his latest book Social Selling, because I think it’s really really a good book. He showed that for the people watching the video for the people listening to this podcast, you will find also all the information in the in the show notes. Now we are coming to the end of this game. However, we still have some questions. And one question is about the future’s in 10 years from now. We close our eyes and we think about customer experience and digital what we are discussing about
Timothy Haughes 27:00
in 10 years time, there’s going to be a complete change in the way that we do business that you know using digital will be the norm. I think that what will happen is that we will transfer also into the metaverse and we’re currently doing quite a lot of experiments and research with the metaverse. We’ve actually just recently done a live stream in the metaverse and then streamed it back out the metaverse. And so there’s going to be some massive change. And digital is becoming going to becoming all pervasive. And by the way, we’re actually working with a bunch of people on Metaverse where you don’t need goggles. Which is really exciting. Because I think that the goggle thing is a barrier to it. But in 10 years time, there’s this, you won’t recognize business, just like when I first started in work, you know, we didn’t, there weren’t computers, and there wasn’t things like Excel and and Word and business has changed in the last 30 years. And it will get change, and it will accelerate as well. And we have to stay up, but stay up to date with it.
Gregorio Uglioni 28:07
Thank you very much. Now in the last three minutes of this of this game, pre questions with short answers, answer please. Is there a book that you would like to suggest to the audience that helped you during your career or during your life?
Timothy Haughes 28:20
Yes. The book I would suggest is crossing the chasm by Jeffrey Moore. I think it’s a it’s a wonderful book for anybody that’s launching a business. Because in effect, it explains how to launch a business. And, and the way that people buy and what you need to do at certain stages. And, you know, I’ve launched five or so, products using that, using that method. And and I would recommend it, it’s I would recommend it to anybody. I’m an avid reader. I will read probably 3040 books this year, and have done for the last five years. One of the things I decided when I was CEO was I needed to keep up to date with information and I just read and read and read and read and read and read read. But from a if you’re launching a business, the Jeffrey Moore book is is fantastic.
Gregorio Uglioni 29:22
Thank you very much. And I think that will be the case if somebody would like to contact you what’s the best way?
Unknown Speaker 29:28
Best place probably giving me his own LinkedIn. I’m Timothy Hughes, which is HUGHES or Tim Hughes. You can probably search on either I am on Twitter, which is Timothy underscore Hughes, but LinkedIn is the best place. If you some please send me a connection request with a note and say I saw you on Greg’s podcast. Can we have a chat or can we connect or whatever? Because I get lots of connection requests from people that then start pitching to me so unless you put a note in It’s difficult to qualify, qualify you in or qualify you out.
Gregorio Uglioni 30:05
And then the question is spam or not, and therefore, yeah. Thank you very much. And now we’re coming to the last question is Tim’s golden nugget, it’s something that we discussed or something new that you would like to leave to do things.
Timothy Haughes 30:18
It’s something that we’re finding, which kind of plays on from what I talked about with the digital dominance piece. We’re asking a lot of people at the moment who is the leading technical, technical and commercial influencer in your market or vertical? And what what what we’re seeing in the b2c business to consumer space. Is Is there a very clear definition of what an influencer is, and they influence people. We don’t see that in the business to business space. And the thing is, is that being an influencer isn’t okay. It’s people go influencer and then roll their eyes and think it’s something to do with tiktok and dancing and stuff like that. Now, this is a way of you defining your market. So whether you’re a especially if you’re a small player, or even if you’re a big player, but if you’re a small player, and you are fighting against big players, this is how you can actually define the market, define the narrative. And what we’re what we’re doing is that we’re working with a number of organizations, where we’re using things like live streaming, as the ability to make that definition, and basically create an anchor in the markets. And then, you are the person that is that is defining that market. And the other people then have to shift to do what you’re what you’re what you’re doing. So, and we’re seeing that taking place now in b2b; People are starting to do it. And what went well, it’s quite funny to watch, because we’ve seen one of our clients do it. And then we’ve seen the competition go absolutely ballistic, trying to work out what to do. And it’s quite funny watching the competition, which in effect, you can see struggling and drowning, because they don’t understand the technicalities, or the science or the psychology behind what the clients don’t but I know so again, another long answer. But this thing about being the technical and commercial influence in b2b, we’re going to see a massive a massive uptake on that. Because people can use digital as a way of defining the market.
Gregorio Uglioni 32:28
Thank you very much, for you answer. I think the only thing that I can say after this golden nugget is thank you very much, Tim,
Timothy Haughes 32:36
for your Thank you, Greg, thank you for inviting me on. I really appreciate it. Thank you.
Gregorio Uglioni 32:40
It was a great pleasure. And I hope that the audience enjoyed this discussion as much as I did. As you know, we love feedback, please feel free to contact the contact team. And let’s stay in touch. Thank you very much. Bye if you enjoyed this episode, please share the word of mouth. Subscribe it, share it until the next episode. Please don’t forget we are not in a b2b or b2c business. We are in a human to human environment. Thank you
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