The Power of Frontline Teams in Influencing Customer Decisions with Chris Wallace

Your Brand Amplified

Bleav + Anika Jackson

Management, Entrepreneur, Public Relations, Entrepreneurship, Small Business, Marketing, Marketing Trends, Business Trends, Ai, Women-owned, Business, Sales Strategy, Artificial Intelligence, Sales, Social Media, Branding, Podcast, Communications

5.0 • 132 Ratings

🗓️ 7 December 2023

⏱️ 35 minutes

🔗️ Recording | iTunes | RSS

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Summary

Want to know the secret to winning the hearts and minds of your frontline teams? Find out in our captivating chat with Chris Wallace, co-founder and president of InnerView Group. Chris takes us on a deep dive into his journey from PR to sales, combining these worlds to carve a unique niche in the marketing sphere. He generously reveals the secret sauce behind Interview Group's success. Learn how they strategically launch new products and initiatives by tuning into the thoughts, feelings, and insights of frontline teams.Have you ever wondered about the ripple effect of your frontline team on your customers' decisions? We shed light on this crucial link with enlightening research from Synchrony Financial. Case in point, sales staff sway a whopping 86% of final decisions on major home purchases! We also share an intriguing case study of a consumer tech giant that had to do a 180 with their marketing strategy, all based on invaluable feedback from their frontline teams. This episode will make you see the immense value of considering frontline teams as key stakeholders and using their insights to optimize marketing strategies.This episode isn't all about the big picture, it's also about the nitty-gritty challenges of keeping remote employees engaged. We underscore the importance of regular, structured listening and feedback loops to meet frontline workers' needs. In a bold assertion, we suggest that putting a mere tenth of your marketing budget into supporting and empowering your frontline employees could yield greater results than traditional external marketing efforts. Plus, we discuss the imperative of trying new things, even if it means stepping out of your comfort zone to create a better customer experience. We end with a reflection on a poignant quote by General Colin Powell about decision-making, setting the tone for our entrepreneurship mantras. Don't miss out on this thought-provoking conversation with Chris. Connect with him on LinkedIn for any questions or inquiries, and visit infrontinsights.com to download a free ebook. Prepare to have your mind blown by these groundbreaking insights on the next episode of Your Brand, Amplified.https://innerviewgroup.com/We're happy you're here! Like the pod? Visit our website! Check out our sponsor PitchDB! Start your trial on Simplified!

Transcript

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0:00.0	Welcome to your brand amplified, the podcast where we interview marketers, publicists, and
0:06.4	brands to learn their stories, what makes them tick, and tips and tricks that make a difference.
0:26.4	I love having other professors on the program and Chris Wallace and I were just discussing the joys and the not so joyous part of teaching which is all the grading that we have to do. What I love about Chris as my guest, he's the co-founder of interview group and he is former PR major. So Chris, so excited to have you here. I love
0:36.6	talking about the intersection of PR marketing, digital, all the different
0:40.7	strategies and I believe that is exactly what you do in your day
0:44.7	today. It is so don't judge me. Anica I took a PR degree and went into sales so my
0:51.9	career has primarily been in sales and over the
0:54.8	years my team and I have really learned you know we live sales and sales is in
0:59.6	our DNA but we speak marketing and so much of what we do is really sitting at that
1:04.0	like you said intersection we joke and we say sometimes that we're marriage
1:07.6	counselors from marketing teams and sales teams so we did that cross section
1:12.2	that's the best way to be these days though.
1:15.0	So I'd love for you to talk about, you majored in PR communications, but then you went into
1:19.3	sales.
1:20.3	Was sales something you knew you wanted to dive into or what was that path for you?
1:24.8	Yeah, I always jokingly say that I think Sales was more of a birthright than it was a
1:29.6	I think it was born into Sales as opposed to as sort of getting into it later in my career but so a lot of my work
1:35.8	early working PR was in the sports and entertainment industries and when you work in the sports and
1:41.6	entertainment industry especially with some of the smaller organizations I worked with, I worked for a small agency, my first job out of school, and everybody's selling, and I know that that's a little bit of a cliche, but everybody's selling to some degree, right? There's always
1:54.4	sponsors involved and you're always looking for ways to expand your relationships with your sponsors, and especially in the sports business. And so I think that sales was sort of a natural
2:04.7	outgrowth of what I had done and when you think about what you're doing on the PR
2:08.7	side so much of it is pitching right it's just a different type of selling. So I actually went from
	...

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