Standing Out: A Podcast About Sales, Marketing and Leadership
Standing Out is a show created to help individuals and companies improve their sales & marketing outcomes, as well as their leadership development. Each episode we have an expert who has a unique perspective on sales, marketing and/or leadership providing insights from his or her experiences. And we throw in a few laughs from time to time. Be sure to hit Subscribe wherever you listen to our podcasts.
Standing Out: A Podcast About Sales, Marketing and Leadership
Kurtis Tryber on Embracing Failure and Growth
Kurtis Tryber, the dynamic owner and president of SuperSend.io, offers his insights into the delicate balance of entrepreneurship and personal life. Kurtis shares his innovative go-to-market strategies and how his past experiences have influenced the evolution of his company, providing a fascinating perspective on the intersection of sales, marketing, and personal development.
Thank you to our sponsor, Salesdash CRM – A CRM for Freight Logistics. Salesdash CRM is built for freight broker & agent sales teams. Manage your shipper prospecting and follow-ups. Organize your carriers and the lanes they run. Learn more at www.betaconsultinggroup.com/standing-out
Standing Out is a sales, marketing & leadership podcast powered by BETA Consulting Group, created to highlight best practices from industry leaders with incredible experience and insights! The goal is to entertain, educate & inspire individuals & companies to improve their sales, marketing & leadership development outcomes.
Hey everybody, welcome to another episode of Standing Out. I'm Trey Griggs, your host, so glad to have you with us today. We've got a great show in store for you coming up here in just a little bit. In fact, I got one of my favorite guests of all time. He's been back on the show. He's been on several times before, but in a totally different capacity today, so we're gonna have a good time here in just a minute.
Speaker 1:After messaging their customer advocacy things that are going to really move the needle, speed up your sales cycle, help you become known and trusted and turn your customers into fans Excited to work with you. So click that button there, schedule a call with yours truly and we'll get a chance to chat and catch up, which will be a blast. Before we jump in, two things I want to thank our friends over at Wreaths Across America for letting us be a part of their trucking Tuesday lineup. If you are a freight broker or a truckload carrier and you're not connected with reads across America, shame on you. What are you doing? You need to make sure you go to reads across Americaorg Check them out. You can partner with us If you just go forward, slash standing out and there you can sponsor a wreath on our behalf, which we'd love. We'd appreciate you partnering with us in that regard. With us in that regard. You can also learn more about donating a truck, donating a truck load being a part of their event every December, which is the second Saturday in December where they lay wreaths on the tombstones of our veterans all across the country. Phenomenal organization and something you'd want to be a part of. So check them out at wreathsacrossamericaorg If you are listening to our show right now on the Trucking Tuesday lineup. Thank you so much for tuning in and being a part of what we're doing here at Standing Out. Also want to say thanks to our sponsor, sales-crm, a good friend, josh Lyles, over there. If you are a freight broker and you are not using Sales-CRM, maybe you're using Spreadsheets or HubSpot or something else like that. You got to check it out. This is the only CRM in the industry built by freight brokers for freight brokers, and Josh is just a great dude. So built by freight brokers for freight brokers and Josh is a great dude, so you want to check out what they're doing and get that tool. It's going to help you speed up your sales process. It's custom tailored for exactly what your processes are having to deal with RFQs and all the different things that go along with the freight sales cycle. That's unique, so check them out at sales-crmcom or you can learn about it on our website, betaconsultinggroupcom.
Speaker 1:Forward slash standing dash out. All right, it's time to get this show on the road. I haven't had this guy on the show in a long time, but he's doing some new stuff. He's always doing some new stuff, which is maybe the reason why we get together and get along so well, doing some new stuff. Now that I'm really excited about it has to do with sales. He's been around the block a few times. You might know him, you might love him. Please welcome to the show the I guess not really founder, but president, owner of Super Send, my good friend Curtis Traber. What's up, bud? It's me Arnie. Oh, I like the walk-up song. I like this.
Speaker 2:Who is?
Speaker 1:this. Who's the artist?
Speaker 2:here it's.
Speaker 1:Tiesto. Who that's Tiesto? Oh, I don't know Tiesto very well. Oh, broadening my horizons, my friend right now on the show.
Speaker 2:I appreciate that. How are you doing, my friend? It's been a long time. It has been a long time, maybe like a year, year and a half. I think it's been a year and a half.
Speaker 1:Yeah, it's been a year and a half, because the story you told me before we came on the air was a new one. Some things I hadn't heard before. So that's awesome. And I didn't even ask your title. I'm so used to just founder that you're kind of technically owner, now president, I don't know.
Speaker 2:I think owner founder, like I think by the time you know, this part of my story kind of ends like anything that was built prior to sort of this acquisition won't exist anymore, and so yeah.
Speaker 1:I think, founder works.
Speaker 1:Founder owner. We're going with that. It'll be fun. Well, it's good to have you back on the show. I saw your post on LinkedIn about what you're doing and because I'm a sales guy as well, you're a sales guy. We're also both go-to-market guys, marketing. We think of these things in parallel with one another, which you should. Sales and marketing should go hand in hand, and a lot of companies don't about it like that, but I saw what you were doing. I was like man, I got to have you on the show. So thank you for coming back on the show and being a part. I learned something new about you, a couple of things, actually, that I didn't know, that we have to talk about. I mean, first of all, you're about to be a dad.
Speaker 2:Let's go, let's go.
Speaker 1:Congratulations, man. Two weeks right. Well, probably a week and a half when this airs.
Speaker 2:Yeah, like two-ish weeks right, March 1st is the date, but you know, you probably know that could change in a moment's notice.
Speaker 1:You are at that time where any time is the right answer. You know when you do anytime.
Speaker 2:Yeah, we've got the go bags ready. You know hospitals not even a mile away, so I mean we're ready to rock.
Speaker 1:We'll get as much sleep as you can right now. Enjoy it. It is going to change. I don't know what people have told you, but it's like it's almost like, okay, you ever done a Tough Mudder, you ever done a Tough Mudder.
Speaker 2:I mean I haven't done specifically a Tough Mudder, but like I was in the military I've done like I get it.
Speaker 1:So in Tough Mudder they've got the electrocution station, oh yeah, and you hear people talk about it. So you get an idea of what it it's like, but you really can't appreciate it until you run through the water and get electrocuted and that's when you go whoa, that was. Yeah, that's a little stronger than I thought it was gonna be. You really can't appreciate what it's like until you have have a kid and you have to take him home, which is the weirdest thing in the world. Like take a baby home. This hospital gives you let me take this baby home. It it's crazy. It gets pretty wild, man, but it's exciting. That's cool.
Speaker 2:Yeah, and the in the military, much like your tough mutter, we have what's called the, the, the like when you were through bootcamp, there's gas chamber day and they basically put you in a gas chamber with a mask on and then they make them take the mask off and like just for a moment the other side of that, like you. Just there's no way to talk, like, describe what it feels like until you go through it, and so I think the electrocution metaphor it's very, yeah, very similar.
Speaker 1:Well, this is going to be very similar. I will say this I had two kids 22 months apart and that, like first three or four years of their, of that whole situation it's like a blur. At this point I think I was so sleep deprived I don't even remember changing diapers. I mean I knew I changed diapers without even thinking about it. I mean middle of the night, two in the morning, change a diaper out, no big deal, right. And now if you gave me a diaper, I'd probably look like an idiot trying to change it. I mean, it's been so long. But that whole thing is a blur. Man, it is. It is as a fog. I like to say it's girl, we're having a boy.
Speaker 2:Yeah.
Speaker 1:Having a boy, another driver boy. Look at that. I know I should be, surprised about that. I mean, I think I think you're you're, you're a boy dad. I think that fits very well, you know.
Speaker 2:I think I would have struggled with boys.
Speaker 1:I'm a girl. Dad, dude, I'll take dancing and singing all day.
Speaker 2:I want both. I want one of each. If I get one of each, like perfect, like life complete, you know Okay.
Speaker 1:Let me give you. Let me give you some old man advice. Can I give you some old man advice right now, cause I got I got the wisdom now to pay for it. Here's my old man advice. It sounds like you want two kids. Yes, yeah, not three, two. My advice to you, as an old man have more than you think you want. No, I wouldn't say three, I'd say more. So, like I wouldn't want three kids, I wouldn't like looking back. I wish we had four, because I've got, I've got two right now. That are, you know, 22 months apart they're 17 and 15. We're getting close to the end. I wish I had like a 12 year old, like a nine year old. I so wish I had that. Dude. Not one of them has said they had too many kids.
Speaker 2:I haven't met anyone that?
Speaker 1:said that either. I'd say the majority say they didn't have enough. They really are a gift. That's my old man advice Take it or leave it. Whatever you guys decide to do, you heard it from here first, there you go.
Speaker 2:We'll see how it goes.
Speaker 1:The other thing that Well, get the first one out of the way, we'll see. I'll see what happens, because it's not completely your call, it's not up to you, that's true.
Speaker 1:Yeah, no-transcript, because I think for us entrepreneurs out there and anybody who's listening who's an entrepreneur the one thing you think about is well, what if I fail? And it almost feels like the world's going to end, and the truth is it's not not. Um, that one just didn't work out. You know you move on and you do something different. Uh, you know your story's unique in that regard, so I'm excited to talk about it. But thank you for being willing to talk about that, because that's not a good thing to say not a lot, not enough.
Speaker 2:People do talk about it and like you know, to all the people that like think they want to start a business, uh, I don't even know if that's the biggest fear they should have. You know what I mean. There's actually a lot of other stars that have to align, for that to either happen or not happen.
Speaker 2:So it's, you know, I think it's good for people to get insight into the real journey, right, you know, because I think too many people see the end. Too many people see the beginning and the end but nothing in between. Right, yeah, you see the beginning and they never hear about the end, you know. So it gives them a weird you know, maybe view of what, like what it really is.
Speaker 1:So yeah, we can talk all about that.
Speaker 2:I mean, I'm, you know, happy to talk about the past, happy to talk about the future.
Speaker 1:But we're going to do both, that's for sure, and you know. It's interesting because when you look at the percentages of businesses that fail, it's incredibly high, but we don't talk about it. We don't talk about what happens when it fails or how do you navigate a failing business.
Speaker 2:You know how do you roll up a failing business? Yeah, even the stat for, like you know, even if you're in like the tech startup kind of world, you know only I think it's like only 4% even make it to the, you know once you founded the company. To, like you know, the series A or B right, like funding rounds if you're thinking of it that way. But like even less.
Speaker 1:Even you know, make it to that you know it's that To angel investing or whatever 99% fail.
Speaker 2:Right Like it is a massive failure stat.
Speaker 1:Right, it's a lot more than people realize, but we don't talk about it too much. So, again, I love having those candid conversations. I don't mind talking about the failures in my life. I think that these, these are the stories that are meant to be for other people. Certainly we learn through them. I mean, you learned a lot. I'm sure you're going to talk about that, but it's like other people can learn through your experience as well, and maybe that encourages them to jump in, maybe it encourages them not to jump in right now. Maybe there's some things that they just some real sober experiences that are good to hear about.
Speaker 2:It's almost like marriage.
Speaker 1:You don't want to go into marriage only seeing the roses. It's good if you can see a little bit of the conflict and how people deal with that before you get into it. That can only be helpful. All right, let's dig in and do that real quick in that regard. By the way, again congrats on the new baby boy. That's exciting. Do you have a name picked out yet? Waiting on that.
Speaker 2:Name is picked. His name is Aryan. It's a Persian name. My wife is Persian, so we have a is that A-R-A-I-N? Nice.
Speaker 1:Let's go Very cool. Cool, that's awesome. Are you going to call him Ryan for short, or Ari?
Speaker 2:I think Ari for short is what we'll go with.
Speaker 1:We'll see.
Speaker 2:I mean it's going to when I see him. It's going to happen Like yeah, it's amazing. Something that kind of just happened. So nothing planned there. But you know, ari sounds cool, but we'll see.
Speaker 1:Yeah, dude, that's cool man. Well, I'm excited for you. Let us know when that happens. We always little something to our friends who have kids, so we're excited about that. All right, man, let's jump in. So some people will know you who are watching the show, as you used to be with Parade long, long ago, and then you started Exo Freight and you're really into building technology. You and your brother are doing that and Exo Freight really took off. It was Detroit based, if I remember correctly, right, and really started to take off and you said you were on a run rate of, you know, moving approaching towards a 50 million, which was an incredible trajectory, cause I think you'd only at that point, you'd only been going about a year or so, a year and a half.
Speaker 2:That was probably three. I mean three years in. Yeah, oh, did you start in 2020 with that? Heard about it until 2020.
Speaker 1:Okay, so I was thinking 21. Okay, cool, so you're. You were still at an impressive run rate moving in that direction. There's no doubt about that. And uh, but then, but then 2023 hit. You ran into a couple of uh wins, uh that were going against you. Which dude? I felt the same thing, man, starting in the summer. You'd mentioned that, starting kind of in the summer, early summer, things changed a little bit and that impacted you. Guys were doing open deck brokerage with technology and it just didn't go quite as well as you thought. What were some of the signs that you ran into that you're like wait a minute, this isn't something's changed here. And was it a marketplace condition? Was it something internal?
Speaker 2:I would say. I would say it was probably more a marketplace condition, like, if you think back, like October, you know, september, october of like 2023, it was, you know. Basically, the question that had been being asked to me, like kind of up into that moment was like hey, you know, the rest of the industry is really struggling, how are you guys doing? And by all you know sort of the metrics, it was like we're doing fine, like we're, we're, we're growing.
Speaker 2:You know, every month, um, you know we get new customers every month, uh, we don't really see anything happening. That's negative, uh. And then, sort of like, as we get into october, you know, you start to start to see, like it wasn't visual, it was more like the the sort of sentiment on within the company. Right, people were starting to sort of struggle in struggle in any number of ways, whether it was like with a customer, you know, losing business, not being able to cover business, and it just was a culmination of a lot of things where the sentiment inside the business really really shifted. And that was like a first sign of like, well, if people, the physical people, aren't like happy or things are going wrong and they're sort of day-to-day workflow, like something else probably is happening as well, right. And then we saw that something else, like pretty quickly, like late in the latter half of the year, where like, oh, now our revenue is actually going down, now our loads per day are whatever metric we're tracking. At the time this was like now it seems like like now seems like an eternity ago. Things started to go the other way and in a business like the way that we were.
Speaker 2:We were built a little differently than like a traditional, like sort of freight brokerage. We had sort of the heavy burden of the technology side of the business that other people don't have and so reversing a trend that's negative. It was actually far harder, because what do you do? Do you lay off people? Do you let go of customers? Do you stop building the tech? Like there's not really a right answer. And I think we tried to find the right answer through different reorganizations of the company. You know, from people, processes, you know perspective, you know we tried. You know, unfortunately, you know, tried layoffs as well, but that was a domino effect into like more despair. Right Now you have your best friend, you know, just left the company. You know you're already having a pretty bad day and now this happens.
Speaker 2:You next right, and I'd say like october was, was, it was just kind of it was a bit of a down spiral, right, and as a founder, you know it's like how do you? You're already going to work every day to solve 100 problems, 90 of which you don't know about until you get there, right, uh, so you're not pre-planning for these, and then you have to solve that like a. You know, imagine a helicopter in a death spiral, like it's actually really hard to stop, right, yeah. So I mean, I don't know if failed business is the right term I think that there's two different ways that this could have gone Well, there's like three ways.
Speaker 2:Like, the happy path is like this could have just gone to the moon and life would have been fine, right. The more realistic path was, you know, we could have persevered and pressured through and like ran out of money, and that would have been bad for all the people that were like building the company. But we took a kind of a medium approach, I'd say, like we said, hey, this is not going well, while we have opportunity, like we want to try to help people land on their feet, you know, give them an opportunity to get out and back into the workforce, you know, while we still have capital to kind of help them make the transition. So, you know, I think ultimately, you know, rather than try to like kind of push through this bit of a spiral, um, you know, me and my board, we just made a decision like, hey, like let's just go a different direction, um, and and we actually have the resources and time to do that now versus waiting till it's too late. I mean, yeah, that that's kind of how I think about it.
Speaker 1:Yeah, and you know it's. You said that the technology made it more difficult. I remember when we first spoke about XO, that was actually one of the advantages was building your own technology, because then you had the customization, the workflows, the things that you needed. So it's interesting that, even though that was, like you're, one of your biggest advantages at the beginning, it ended up being one of the bigger challenges.
Speaker 2:Yeah it was just a part of the organization that you, you, always had to have, and it didn't physically make dollars, right yeah, right, so it's just giving you an advantage, a competitive advantage from a service perspective.
Speaker 2:you know, yeah, yeah, and like eventually that kind of capped out right, like how much more of an advantage did you really get? You know, I mean you, you can create the efficiencies all day long, but like the core fundamentals of the business still existed, like there was no world where, like, the carrier rep was like a robot right Like a sales guy.
Speaker 1:You couldn't fully automate everything.
Speaker 2:Yeah, you couldn't Right. And like I don't know, I've been out of the industry I would say a year now. I'm like I mean, now there's like robot carrier, sales reps, so maybe I was like a little too early, but, like you know, we'll see if that actually, you know, pushes companies forward. But you know, I think, like like we gave it a big shot, we gave a really really big swing at doing something that you know hadn't been done before in that particular part of the industry but had been done in other parts of the industry and it didn't work out. It is what it is.
Speaker 1:Well, I love the fact that you have that spirit for trying things that are difficult, trying things that are new and seeing what happens. I think it makes you a special entrepreneur, at least in my eyes. Getting to watch you do that and you guys, you tried to sell the technology off. That was kind of a uh, didn't really work out very well. And then you had this weird situation where you went on vacation for two weeks. You kind of let everybody just go on vacation for two weeks and you're like well, something's going to change when I get back. I'm not sure what it is, something's going to change. And when you came back you had a new, new business idea. So, and that's what you're doing now. So let's talk about SuperSend and how that whole.
Speaker 2:How this part of my journey started was one of my investors. We were having lunch one day, like kind of post you know, as things were not going so great, just like in general right. And I think one of the things he said to me that I didn't understand until he said it and this is a very successful, wealthy, very successful venture capitalist like this guy. If you met him today you'd be like this guy's never had anything go wrong in his entire life. Everything was roses for him, right. And uh, he told me he goes.
Speaker 2:Hey, man, the hardest part about this whole thing like maybe the company goes away, maybe you go a different direction, but the hardest part is you realizing that your identity is actually your own and not like this company. Right, you have to somehow figure out how to separate these two things and once you do, it'll clear your mind to like make a better decision versus you thinking that you are the company. So I thought that was pretty interesting. He followed that up by saying before his successful venture capital career he had two really failed startups and then he became a venture capitalist. So he actually wasn't successful at all until he became a venture capitalist and did like a whole pivot to the other side of the fence, so I thought that was interesting.
Speaker 1:Did you struggle with your identity? Just if I can get you a little vulnerable here, because I think that is something that entrepreneurs struggle with is this business is who I am and I'm defined by that good or bad, successful or not. I think that's a very real thing. Did you struggle with that? Was that something that was on your mind, or what was it about that conversation that, like a light bulb, went off and really helped you out?
Speaker 2:I think, like you know, you wake up one day and you say, hey, I'm going to go do this thing, and it starts out to be like a side project. You know something that you can disconnect from and you know, pretty soon, as it gets bigger, like you become more connected to it and then there becomes a point when, like, you actually don't feel like you can disconnect from it, Like you feel like there's no possible, there's no other outcome to get removed from it. And like when you, you know, think about, like you know, starts out as one employee in your bedroom and then scales to 120 employees, you can't leave. Like the, the, the train is moving and like it's like caught a mind of its own Right and so, yeah, I struggled with it a little bit. Like you know, when times were good, who cares? Like my identity can be the company and I was happy to do that.
Speaker 2:But like, when things weren't going well, um, it was hard to understand. Like, is that a reflection of me myself? Is that a reflection of something outside of the company? Is that a reflection of the company? Like, am I just in an industry that maybe I'm not good at? Like you just start to question, like everything and you don't know. You know, usually when you think about problem solving in these scenarios is like okay, just map out the variables and figure out what's not working. Like easy, just fix the broken variable. But when the variables are infinite and they're all not working, like you don't actually know the konami code to fix it, and then you start to like doubt yourself yeah, I think that doubt really creeps in and then it really impacts a lot of decisions that you make.
Speaker 1:And am I making this decision because of this doubt I'm feeling? Or, yeah, this lack of confidence I have, or whatever it is? I think it is really difficult. I think it's something that entrepreneurs in general would be good to heed this advice that you got from your investor the business is not who you are. That's a hard thing to do, especially the more successful it gets, because you become known as that guy or that girl that does this or that, and if the business goes away, does anybody know who you are really?
Speaker 2:Right, I think the thing to remember, though, is win or lose People that you know they probably like you for who you are. Aside from that and it's hard to determine that sometimes, but it took me a long time to figure that out If I do this, what will people think of me? Yeah, you know, and you can either crawl into a hole and do nothing, which I highly advise you do not do, but there are a lot of founders that do, and there's tons of stories where people will fall off the grid and, like, as I pivoted kind of into this new, that's like the vacation part, right, like I went on this vacation and I just, like you know, literally disconnected Me and my wife went on a baby moon, like it was amazing, we had a great time. And like, when I came back, it was like the problem that I had was still there, right, so that was the other. Like, hey, I can disconnect for two weeks because, like, whether or not I disconnect or not, like this will exist when I get back, I assume no way.
Speaker 2:Um, you know. But when I came back it was kind of weird. Like I went on this vacation and I was on the vacation and I looked at like all the people that I met on the vacation just humans in general and I was like, oh look, everybody's just a human. I don't know what any of these people do and like we're all having a great time, like I can be this and when I go back, like then I'll just go solve that problem. And it was a good, I think a good mental exercise.
Speaker 2:That uh isn't taught very well you know people like startups and they're like you better work 50 hours a day. Stop talking to your friend, I mean, dude, like in y combinator, like that's the mantra. Stop talking to your friend. Somebody asks you to help them move. Tell them you're busy, like work seven days a week, like it's. That's like how it was I've always been bred to to do that right. And uh, it was the first time in like my whole life where I was like dude, this two weeks is clarity and I came back with something cool, you know, and that was like awesome. And now that's what I'm doing, like I'm now I'm building super send, kind of like your original question, um, and I'm having an awesome time doing it. Like.
Speaker 1:I love it, man. I love it.
Speaker 2:I definitely want to hear like I get to talk to go-to-market people. I get to like solve problems that aren't actual literal burning fires on the side of the road, which is great.
Speaker 1:You didn't have the interesting move. You're one of the few people I know that was building technology and then decided to go back into brokerage and I know, how many people who have made that decision You're one of the few that I know For all you listeners out there.
Speaker 2:don't do it.
Speaker 1:Once people get out, they rarely once they realize well, I can have a nine to five and have my evenings and sleep through the night. It's amazing. I definitely want to hear about SuperSend, but I mostly wanted to hear about how you're doing, and I'm glad that you're doing well. And take that time off, man. That's so valuable, no matter what you're doing, because it allows room for creativity. It allows room for other things other than just what's right in front of you, and I think so many entrepreneurs do make the mistake of not taking a break from what they're doing. Some of my best ideas that I've had and you share this as well they often come when I'm not in front of the business. They're when I'm on a walk, they're when I'm on vacation, they're when I'm, you know, in the shower, when I'm working out, like in different areas where I'm not in front of it. That's where the best ideas come from almost always.
Speaker 2:So I couldn't agree more like shower time is my best thinking it is.
Speaker 1:I know they need't have something there where you know there's probably some I think. I think somebody told me about something that you can uh basically take notes in the shower, like like vocal notes. I'm like why you should have your phone. You can do that, but I guess it's like a waterproof thing. I guess I don't know.
Speaker 2:Anyways it's actually not a terrible idea, like no, no best ideas got some stuff down a waterproof whiteboard.
Speaker 1:Do that? People might actually see and be like what is wrong with this guy, this guy's taking notes. No, it's true, though. Some of the best things come when you're not in front of it, which I think is really valuable. All right, give me the quick elevator pitch of SuperSend. This is supersendio, for those who want to check it out Supersendio. What's the 30 second elevator pitch?
Speaker 2:Yeah, man, the uh. What's the 30-second elevator pitch? Yeah, man, supersend helps sales teams and b2b businesses with multi-channel cold outbound um. So so really what that means is like if you're a business that has, you know, sort of b2b type relationships, you know you're going to talk to them three ways you're either going to, you know, maybe call them, you know, maybe you walk in the door. Or you're going to outbound to them, like whether, whether it be email, social, whatever the case is. So we're building a cold outbound platform for businesses to help scale outreach. I think we'll dig deeper into that. I've got a lot of theories on why I think it's interesting, but it's been a pretty fun journey. We're, let's see, four months into the journey now and so going really well.
Speaker 1:And it's combining, it's really bringing networks together, because people have an email list that they'll use. They have their you know their LinkedIn following. They've got their you know Twitter following that they have and this is bringing it together to. It sounds like. Capitalize on all those connections and all those networks to to to drive interest or awareness first of all, and then interest into what you're doing. A lot of people struggle with outbound because they're not creative. In my opinion, they're not good, they don't tell good stories, they don't get people's attention very much. They're kind of annoying and sometimes when you do it too much and you get that reputation, the moment you send something, even if it's good, they might just automatically think I don't want to hear from them again, or unsubscribe or whatever it is. So with technology, I'd be curious to hear how you're overcoming some of the inherent roadblocks to outbound, whether it be kind of the typical approaches, the show up and throw up type approaches, all that type of stuff Like how are you weaving that into an automated platform?
Speaker 2:So I think, like to your point, like let's call it what it is Like people get a lot of you know, inbound that it's like pretty generic, like hey, trey, saw that you're a guy that wears white hats, right, or what I mean. Like that's actually pretty specific, but like it's pretty outreached, right. It's stuff that you read it and you're like dude, you don't even know what my business is, or impressed by your work with beta consulting group.
Speaker 1:Yeah, you're like sweet man.
Speaker 2:And you're a platform for rental cars Like you know what I mean.
Speaker 2:Like there's just like a huge mismatch, usually, right. So like I think, like the the big challenge with with outbound, and I think the theme is like oh, out, the the big challenge with with outbound, and I think the theme is like, oh, outbound doesn't work or outbound's annoying, outbound's dead, like that's pretty much you know post 2020, like that's the game. Um, yeah, but I think, like in today's world, you know, outbound isn't dead. Like it's actually just changed in a way where, because there's so much more information available about people like out in the world, like if you think about outbound as more of a targeted approach, like more of a targeted sort of advertising funnel, it actually changes your perspective a little bit, right, you know. I think, like when people think about outbound, they say, well, I sent 10,000 emails and got one reply. Okay, sure, if that's the goal, to get replies, that's actually pretty bad, right, but if the goal is to get your name in front of a bunch of people because they've never heard of you for a low cost mission accomplished, right, a thousand people now have at least seen you and they at least know about you, and that attribution could come later. Like when they think about the problem that you described. Maybe now you're somebody that they think about right.
Speaker 2:So I think, like you know, as you think about like the annoying sort of outreach right, I think that's the theme there People need to just reassess and realign their goals of what outreach is. The other side of it is like, because we know so much about people like you can actually use platforms like Superson to, like you know, get really good intent data about a person and leverage that and deliver like a cold email or a cold LinkedIn message or a DM that's actually pretty personalized to the person. Where now it's like oh, this actually does make sense. Like I did, you know, just raise around I am hiring for sales development reps and now a platform just reached out to me that says they can help with both, you know, with that problem as they scale Right. So I think, like how we, how we think about it is like today we're just the infrastructure for people to be able to do this, like that's a whole company in itself, a part of our product. But like tomorrow, you know, we want to help people like get smarter about how they do it Right.
Speaker 2:Like the days are gone where you just send like 10,000 canned emails and like get something in return. It just doesn't exist anymore. And we've got the perfect foundation to sort of lay the stepping stones for, you know, salespeople, go-to-market people, like marketing professionals, to be able to do this without, like you know, relearning wheels or adding you know tons of new tools. Right, it's just, the game is like totally different and I think, like I mean even in my own outreach for SuperSend, like I employ a lot of these like personalization tactics and stuff, and like it totally works, like we get meetings every day. It's just, it's just done a little differently than it used to be.
Speaker 1:Yeah, yeah, I love that. Well, listen, we're going to have to have you back on, because I want to dig into Outbound even more, because I have so many ideas to talk about that and I imagine that the longer that you work on this product, the more insights that you'll have as the product matures. And you think through that, because I love the fact that you're a sales guy and you think about these things when it comes to sales, because it's really about branding, it's about awareness, it's about getting people to look your way or subconsciously think about you and just knowing how the mind works. There's just so much power in that. So, the best way to follow you obviously LinkedIn, it's easy. But way to follow you obviously linkedin uh, it's easy, but super sinio. People can sign up for a free trial and get started right away, right? Yeah, it's awesome dude, absolutely love it. Man, dude, thanks for coming on the show and, uh, give me a little insight into what you're doing. And, man, I'm so excited for you. Uh, being a new daddy man, I cannot wait.
Speaker 1:That's so good man, that's awesome yeah, I'm excited keep us posted on uh, when the little fella arrives. Arian a. Arian, arian Arian.
Speaker 2:Arian, Arian, Arian. Oh so close, Lisa. You got all the letters in my head.
Speaker 1:Don't say Arian, say Arian Arian, don't say Arian Arian, okay, yeah, oh, you know what Bruce Arian, I think is what I was thinking about. The coach, bruce Arian. Get that out of the mind soon. Bye, thanks, jack, awesome. Hey, make sure you come back every Tuesday for an episode just like this with guys like Curtis Treiber to learn about new skills around sales, marketing and leadership. And again, make sure you check out sales-crm if you're a freight broker needing a new CRM. Until next time, my friends, don't forget. Stop standing still. Start standing out.
