This is a YouTube video titled "The Importance of Customisation" containing a dialogue between two speakers discussing the challenges and strategies related to customization in sales processes, particularly focusing on survey length and client engagement. The conversation highlights practical examples from consulting experiences and emphasizes the importance of not overwhelming prospects. The speakers are not identified as Matt Ryder.
Put that coffee down.
Customization is a, it's probably a full topic in itself. Making something, I'll say look because that seems dodgy, but feel, feel more customized than it may or may not be, you know, and there's really a lot of ways to do that. One of them being like having eight to 10 different pillars that you can pull from, but only presenting certain ones, you know, to, to stop your presentation from being too long and like, like logistically overwhelming. Especially if you're selling like a product that's starting to simplify something.
Okay.
You can't just like go, well, this is everything we're going to do for you because like you're immediately overwhelming and your sales process has to reflect that too. So I did some consulting for a business where their entire, their entire business is helping people simplify their life and be more like succinct, get in flow state, all that kind of stuff. And their pre sales call process was a 100 question survey.
Wow.
And it was like, it was intense. And I was like, but man, like, like your people are overwhelmed and overworked and stressed out of their gourd as it is and your sales process requires them to fill out a 100, 100 question survey.
Yeah.
Like that's like, that's the worst nightmare of all of your prospects.
Yeah.
And they had a giant no show rate. Like a real problem with no shows. And they didn't listen to me, didn't fix it. And the no show rate only got worse.
So to play devil's advocate for them, like it's a system, but maybe their idea was that like they truly are customization.
Oh, I get it.
Yeah.
Yeah. Can't do it.
Yeah. So you need to sell someone into that and then hit them with the.
Yeah, you gotta eat this big fat one for like an hour. Like I got, I got the ink. 5,000 people messaged me the other day and they're like, hey, because you're on the awards list, like, would you mind doing a survey for us? And I was like, yeah, sure, why not? It was so long. And I got 30 questions in and hit the skip button for a while and it was over 100. And I emailed them back going, what CEO of a high growth Top Inc. 5000 company has the time, like legit has the time to fill this out?
Yeah.
May God have mercy on yourself. And everyone is stupider for having done this.
Yeah.
If it was like 10, 15 questions. And I get it, man, like surveys are how businesses get data on their clients.
Yeah.
It's how they do their marketing, all that kind of stuff. But it was so out of touch as to what like this. Because it was only for the CEOs.
Yeah.
So they sent out 5,000.
Like, you couldn't have delegated anyone else to do that.
Like, maybe people did. And they were just like, yeah, yeah. You know, hopefully this puts me in greater stead. And they bumped me up a few ranks.
Yeah.
You know, but I was just like, it's so stupid. So people, you got to think about the sales process. Like one of the business we used to work with, they were a. Not. Not the business I was talking before, but a different one. In the US they were a business coach for trades people. And they had a homework that was 100 questions again. And I was like, man, this is. This is pretty stupid. And they were like, yeah, we agree. And they cut it down to like 20 questions. Then people started actually doing the homework and their sales rate skyrocketed.
Yeah.
And it was simply because now you're not overwhelming your prospect.
Yeah.
Because like a tradie doesn't want to do homework. That's why they didn't go to university.
Yeah.
They went to a trade school because that's their personality. Like, they don't want to do paperwork.
Yeah.
And so, like, why give them a hundred page piece of homework? It just makes no sense.
Yeah.
So I think, like, you got to have a look at the journeys that you're sending people through. And it's like, does this actually make sense or am I doing. Am I really forcing this in here just for a specific reason? And is it just some marketing guy said it was a good idea?
Yeah.
You say gather, daughter and okay, put that coffee down.
Coffee's for closers only.
