Connecting, Human-to-Human in Customer Interactions
What’s the most outrageous thing you’ve done to get a customer to notice you?
Have you ever challenged someone to a car race? This week I sit down with Marcus Jung, Vidyard’s Partner Manager. I’m pleased to share some of his great stories, ones that will provide you with insight into his talent for finding unique ways to stand out in his customer’s mind.
My original career path was going to take me into Hotel and Hospitality Management.
When you meet Marcus, whether that’s in person or on the phone, one thing becomes immediately clear—he’s a naturally gifted storyteller. He also loves board games. Actually, games of any kind. And, he loves to share. He’s going to cozy up to you as you get to know each other.
His manner, while direct, doesn’t manage to offend, because somehow he puts you at ease while getting up-close-and-personal, metaphorically speaking of course. Marcus has worked in the tech sector, and primarily at startups for the past eight years. When I asked him how he got into sales he naturally has an interesting story to share about co-op interview day.
“My original career path was going to take me into Hotel and Hospitality Management,” he explains. “My school program included a co-op placement, and because I was late handing in an assignment I missed the opportunity to study the placement opportunities. When I showed up at school on co-op interview day I had to scramble to find an available spot. I kind of crowd-sourced my choice by reviewing which companies were generating the most interest with the student body.”
I won janken and got the last co-op interview spot… that interview completely changed my career path.
He continues, “I went to put my name down under the company that seemed to be generating a lot of interest, and as I did that I literally crossed pens with another guy vying for the last interview spot. We both wanted it, so it was only fair that we janken for it.”
If you’re not familiar with Janken it is Japanese for Rock Paper Scissors. Saisho wa guu—janken pon! While kids play Rock Paper Scissors, Janken is a serious conflict resolution tool widely used in Japan to settle disputes, or to make decisions.
“I won janken and got the last co-op interview spot, and that interview completely changed my career path. The job placement was with an affiliate marketing network for dating sites. The company had one rule—no porn in the referrals. Since I was the intern, it was my job to search for porn in any of the search results for advertisers. My job forced me to watch porn.”
I had all this porn open on my computer, and all the pop-ups started coming up and going crazy, and I panicked!
“My first week on the job I was walking down the hallway at work and the CEO of the company was walking the other way towards me. Because of my job, I had all this porn open on my computer, and all the pop-ups started coming up and going crazy, and I panicked! It just didn’t feel right. It definitely felt like it was a hazing process. Thankfully it wasn’t long until I moved from compliance to data tracking, which is where we tracked which ads worked best. I worked there for a year.”
Working on the data tracking team provided Marcus with on-the-job training in the power of data, and it ultimately set him up for future success in his sales career. “I was 25 when I started working in enterprise sales,” says Marcus. “I was talking with big companies, Fortune 500 companies, and I was speaking with very smart people. I looked around at the other reps, and I knew that I didn’t have the sales experience of more seasoned salespeople. But I knew I could be different.”
Cold-calling sucks for everyone involved, but I’ll do it because it can work.
Marcus believes that email is still the best channel for communication with a prospect. “I still cold-call but I prefer email. Cold-calling sucks for everyone involved, but I’ll do it because it can work.” He explains his approach to email, “I strive to be more personal in my outreach. I try to be human. I try to inject humanism into my email and messages, but I also take a heavy data approach to targeting my leads. I learned that from affiliate marketing days. When you combine those two things, statistics and personality, it’s being different but it’s also being smart.”
Being personal with your customer only really works well when you’re authentically interested in building a relationship. Marcus agrees, “customers are fiercely educated and knowledgeable today—they know what they’re getting into. They know the competition. It’s really hard to bullshit. They will call you out on it immediately. It’s a good thing.”
People are always looking for a new and innovative ways to communicate with people.
Working for Vidyard, Marcus has first-hand experience with the impact new communications tools can bring to customer engagements. “People are always looking for new and innovative ways to communicate with people,” he says. “Things are cyclical. Cold-calling is dying, or nearly dead. Highly personalized email was a new thing until it wasn’t. Social selling became a thing. Then it was abused. Buyers are savvy. Sellers abuse the channels more than they should until the next thing comes along.”
When I ask Marcus which tools he absolutely needs to do his job he responds without hesitation, “email. It can be either Outlook or Gmail. A phone. That’s all I need. I could live without a CRM. I like using SalesLoft for cadence. It organizes your templates and tells you when to follow-up with a prospect, which is helpful when you’re working a lot of deals. One of the big challenges in sales, because it’s still a largely a numbers game, is remembering what happened on your 3rd or 4th follow-up. SalesLoft helps you position where you are in the cycle with a particular customer.” And finally, his secret weapon: “a cup of coffee. Meeting in-person is still great.”
“The cool thing about video though,” he continues, “and in particular about Vidyard, is that it’s a really great way to cut through the noise. It’s something that stands out and enables you to connect. Video is here to stay.”
Next week we get the full story of how the car race challenge went down. Here’s a sneak peak: ‘I bet you’ve never been challenged to a race before.’ He responded immediately, saying ‘when and where?’