Ryan Urban of BounceX

Ryan Urban

CEO at BounceX

Ryan Urban is the Co-Founder and CEO at BounceX – the leader in cloud-based behavioral marketing and the fastest growing software company in America.

In 2015 he was named an EY Entrepreneur of the Year finalist. In the same year, under his leadership, Bounce Exchange was ranked number one overall for both employee retention and career development by ComputerWorld, named one of the best places to work in NYC by Crain’s New York and honored as one of Fortune’s best places to work.

Article

How To Start Having Human Sales Conversations Again

When you’re looking through tons of sales and analytics data, it’s easy to forget that there’s a person behind each of your data points.

Expert session

Tactic that has had the biggest impact on Ryan’s success

Having human sales conversations again.

Result if you follow the steps in Ryan’s session

You’ll own the conversation with all of your individual customers, able to speak to them as humans across all platforms.

Full session with video, notes, audio and discussion inside EHQ Club. Learn more

Expert session snapshot

Transcript

So, when we traditionally think about marketing you’re talking about marketing to people and you’re marketing to people and behavioral marketing is it’s for the people that’s that’s the real difference is about thinking about things from a person’s  perspective not a visitor on your website the visitors on your website are real people and we and we forget that. When we look at our marketing automation system we look at these aggregate numbers we look at Google Analytics we forget that they’re real people so behavioral marketing is for the people and it’s not marketing to them.

It’s about thinking about their perspective and what makes sense and that’s and when you when you do things that are good for people then they happen to buy at higher  rates or complete leads at higher rates or I want to use your service at higher rates and and we’ve got the business around that being just being thoughtful to people on your website all right it makes sense right if you’re being thoughtful for you know potential customers and you’re being relevant and timely and all of those things you know your conversions are going to increase yeah one of the mistakes.

I see entrepreneurs business owners do is they get started with the business and they they have a few employees to start getting some traction and now they’re all of a sudden behind it’s like mythical wall and they’re looking down and out there they’re kind of like all their marketing their website their landing pages it’s all about like here where

this you want to be bigger than you are so even when you’re a few people you want to feel like you’re 20 people when you’re 20 people you want to feel like you’re a hundred people and then you’re like yeah.  I’m hot sure right now with my chest out that’s how people’s websites and emails are it’s like oh we’re this big business and big businesses speak talk down to people and we speak like this but you kind of you kind of missed the whole human element the businesses that  work the best we really do speak on a human level to people so like that that’s a big mistake is like people wanting their company to be much bigger than it is and then they’re marketing the marketing their websites reflect that and that it’s it’s not a good thing and you lose you don’t have a Europe you don’t have a personality your brand your brand doesn’t have its own voice.

It’s just like this like empty corporate shell like every other company that’s not taking off so that that’s something I want people to change like even if your mind like you think you’re a twenty person company or if you’re a hundred percent you think it’s three years person company and instead of like acting like a 300 person company you should act like a one-person company where you’re in a meeting one and one with somebody and if you were selling someone you’re your product or service that your website it should be like you’re having one-on-one conversation and  actually that what I think it’s a really good practice is you should record yourself say you’re giving a sales fishery recumbent.

You ask me about behavioral marketing and we’re talking about it right now we’ve been probably been talking with three or four minutes if I transcribe these words in a website it’d be a pretty be a pretty long website and we haven’t even really gotten very deep so what I like people to do is get have record like a sales conversation it could be a lot one but really sell your product or service to somebody and record it and then transcribe and see how long that is and sometimes that’s a 20 minute conversation could be in our case.

We we’re an enterprise product so it could take take three four or five in-person meetings it could take 4050 hours of time with someone for them to spends seven figures to buy our software and services but whatever whatever you are selling I would say like have it have a sit down record a conversation and then then transcribe that and see how long that is and makes make sure make sure you don’t forget about the story and the kind of Romancing of visitors that that the websites don’t really have anymore everything’s about about kind of brevity and clean and like oh it’s kind of some funnel any page so I get the max amount of leads and everyone’s focused on this bottom of the funnel but everyone everyone forgot about forget about the story and the humans and the people that are actually on your website

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