VezaTalks 014: Raul Hernandez Ochoa


Stefan Katanic


Raul Hernandez Ochoa

47:00 Min
Listen on:

1. Let's Meet Raul

Raul Hernandez Ochoa is a distinguished growth strategist, author, and mentor with a wealth of experience in driving profitable growth for digital businesses. 

Through his time-tested techniques and approaches, Raul has aided countless companies in achieving sustainable growth and expanding their reach.

2. Coaching 101

In this special podcast, Stefan Katanic, VezaTalks host and Founder and CEO of Veza Digital had a breakthrough session with Raul as if Raul were coaching him.

Raul discusses his experience in doubling digital agency revenue and designing teams that have done 50 million in sales. As Stefan seeks Raul's advice on how to scale Veza Digital and remove himself from the day-to-day operations. 

Raul advises Stefan to design the journey and enjoy it.  Raul pushed questions like what level Stefan wants to grow Veza Digital to.

Raul spoke about how it's essential to stand out by offering a unique value proposition. Instead of simply selling a service, you need to focus on the transformational outcome that your clients can expect when working with you. 

By highlighting your past successes and guaranteeing results based on your proven track record, you can instill confidence in your clients that they are investing in a business transformation, not just a service.

Raul gave a great example, for instance, if you're in the market for podcast casting, you want a provider who can deliver a tangible outcome, such as generating new leads or sales growth. Instead of simply selling you on their services, they should be pitching the transformational outcome you can expect and offering a guarantee based on their past successes. 

By making strong offers backed up by the quality of their work, they can differentiate themselves from their competitors and offer a more compelling value proposition to potential clients.

During the podcast, Stefan asked some compelling questions regarding psychology and the client/buyers' mind and Raul didn't stutter, he said when it comes to the psychology of potential buyers, it's important to understand their beliefs, decision-making processes, and worldview. 

This deeper understanding helps to position products and services in a way that speaks to their emotions and desires beyond just growth, cost savings, and other standard business objectives. By understanding the true emotions that buyers are seeking, businesses can tailor their language, positioning, and sales conversations to better align with these core emotional needs.

However, getting to this level of understanding is not always easy. It requires a deep understanding of the buyer's psychology, team dynamics, and culture, as well as the products and services being offered. 

One way to achieve this understanding is through market research, including surveys, interviews, and other forms of feedback gathering. Another approach is to leverage interesting stories and narratives to better understand the emotional drivers of potential buyers. 

Ultimately, by aligning with the emotional needs of buyers, businesses can position themselves for success and growth in the competitive B2B SaaS market. This underscores the significance of understanding the psychology behind consumer behavior, including the desire for connection, status, and a sense of worthiness.

“To succeed in business, it's crucial to understand the different aspects that motivate buyers and tailor your approach accordingly. By doing so, businesses can increase their chances of attracting and retaining clients, leading to sustainable growth and success” -Raul

While some buyers are emotional and irrational, others are more rational and analytical. This distinction is essential to bear in mind when targeting different types of buyers.

For instance, those who are analytical and critical may take more time to make a decision and need a more detailed analysis of the options available to them. On the other hand, those who are emotional buyers may be more likely to make quick decisions based on their gut feelings.

3. Planting Seeds Of Growth

Raul went into detail about business growth saying, when it comes to business growth, it's not enough to focus solely on acquisition. Retention is also a crucial aspect to consider, but it is often overlooked.

One challenge businesses face is how to get clients to work with them on a monthly recurring basis after completing a project. This requires setting clear expectations in the sales process and making it easier for clients to make a single decision that includes ongoing services. Bundling services together and creating different offers can help achieve this goal.

Raul explained that in today's competitive market, businesses are striving to provide the best customer experience to retain their clients. However, it's not just about sending them gifts or providing good services, it's about understanding who they are and designing their path to feeling significant, powerful, and in control.

Final Thoughts

Raul left us off with a great piece of advice, it’s crucial to align with your client's core values and find the right tools, resources, people, and training to implement your plan. Ultimately, it's about designing their path and creating an experience that will make them want to come back. 

VezaTalks aims to offer valuable insights and inspiration to help you navigate both the challenges and opportunities of entrepreneurship. Watch the Podcast now!

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