In this episode of B2B Business Class, I talked with Joshua Fedie. Josh is the CEO of SalesReach, a Minneapolis-based platform that enhances B2B sales through personalized digital experiences. SalesReach integrates custom video, centralized asset management, and CRM tools to improve buyer engagement and streamline sales processes.
Josh Fedie’s Journey: From Salesperson to CEO
Josh's journey into tech entrepreneurship was unconventional. Starting as a newbie salesperson at just 19 years old, his passion for creativity led him to work in marketing agencies.
The marketing environment nurtured his knack for both sales and creativity, setting him on a path toward digital product development.
“I had no training in marketing,” Josh says, “and I absolutely fell in love with it. I'm a creative person by nature, being a musician and an artist…Being able to tap into that creative part of your mind makes it really easy to have conversations with prospects. You can think outside the box with them.”
Reflecting on his early sales experiences, Josh shared an anecdote that underscores his belief in the power of determination and the unexpected possibilities it can yield.
He once cold-called Ross Perot and successfully sold him a painting for $45,000. This experience taught him that what might seem impossible can indeed be achieved. "If you put good things into the world, good things come back to you, right?" Josh remarked, highlighting his philosophy of positivity and proactive effort.
Personal vs. Personalized Sales
Josh emphasized the difference between "personal" and "personalized" interactions in sales. Josh noted that many businesses use AI-driven tokens to “personalize” emails, but these efforts often fall short.
"There is a huge difference between personal and personalized," he explained. "Personalization means AI is stepping in... but it wasn’t made specifically for them." He emphasized that today’s customers can easily see through such attempts, especially after years of exposure to similar tactics.
Humanizing Digital Sales Post-Pandemic
Reflecting on the pandemic's impact on the B2B business world, Josh observed that companies heavily relied on impersonal digital touchpoints, leading to a disconnect with clients. He stated, "The thing that became really important really quickly when the pandemic hit was... we needed to humanize [digital communications] as much as we possibly can."
Josh and his team built SalesReach to address this gap, creating a platform that guides customers through the buying process in a way that’s custom-made and supportive.
Guided Sales: Digital 'Homes' for Clients
Josh introduced the concept of a "guided sales process," advocating for the creation of digital "homes" tailored to each client's needs. This approach helps clients navigate complex information more effectively.
"If we want them to make sense of what we're trying to communicate... we have to give them an organized digital home," he said. By aligning customer-facing teams and centralizing assets, SalesReach aims to create better buying experiences.
The Impact of Visuals in B2B Sales
Drawing from his artistic background, Josh highlighted the importance of visual engagement in sales communications. He believes that incorporating dynamic visuals can capture attention and make interactions more enjoyable.
"We're all visual people. We like to look at things that are interesting," he noted. This philosophy is evident in SalesReach's features, which include personalized video and GIFs to effectively represent and communicate with prospects.
Have a Growth Mindset
Concluding the discussion, Josh advised professionals to maintain a growth mindset and be open to learning from others. "Have a growth mindset. Be open to learning new things from people. It'll do wonders for your career," he encouraged.
For more insights from Josh Fedie on B2B sales strategies, you can listen to
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