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Fix Your Sales Pitch! 5 Easy Ways to Get More Leads
[Video Recording]
Sales Rep Tips
Sales Outreach: How to Incorporate Emails and Phone Calls Into Your Sequences
You’ve heard of sequences, right? They are an integral part of your sales outreach and a magical combination of touchpoints to your prospects that, if all goes well, will result in a REALLY good sales call. Recently, the AMAZING Brooke Bachesta of Outreach, aka the gurus of outreach and sequences, and I got together to talk about how to build the perfect sequence! Brooke (who also happens to be a #GirlsClub Gen 1 graduate) is a wealth of knowledge and we were so lucky to grab a little time with her. Okay, it’s time to get into the good stuff!
Let’s start with the basics…
What is a sequence?
A sequence is a repeatable set of steps used to connect with potential customers. These could be a manual list of emails that you send or reminders you set for yourself to connect on LinkedIn (Tip: it’s a heck of a lot easier if you use software like Outreach or additional tools that allow you to automate nearly everything!) Think of it as you setting your future self up for success.
When do we use sequences?
The idea behind a sequence is to connect with people who are not totally familiar with you or your company. So, you can (and should) be using a sequence in any of these situations:
- Top of funnel
- Prioritized prospecting
- Refining your ‘hit list’
- Cold Leads
- Warm Leads
- Account penetration
- Account revitalization
- Anyone else you’re not talking to on the regular
What is in a sequence?
The most successful sequences include a multi-channel campaign. When we say multi-channel, we mean a combination of email, phone calls, LinkedIn, direct mail, etc. Essentially, you want to use every available form of communication to try and find the one that will get you some virtual or live face time with your prospect.
What makes a GREAT sequence?
All of the following:
- A multi-channel campaign
- Phone, Email, LinkedIn, Text, Direct Mail, Carrier Pigeon (just kidding!), etc.
- About 2 weeks of effort before changing strategies
- 15+ touchpoints per contact
- 3 days or less between touchpoints
We get it, 15+ touchpoints in 2 weeks sounds like a lot, but we promise there is research to back us up. Skip Miller released a really great book called Outbounding. One of the things he found was that if you wait for more than 3 days between touchpoints the prospect is going to forget who you are. Think of it this way, even if your prospects are not responding to you, shortening the time between your reachouts helps them to at least have familiarity with your name. While they might not pick up on the first call, they may answer on the 5th call. With this under 3 3-day window, they are more likely to, at the very least, recognize your name and be more inclined to talk.
How can I write a really great sales email?
Spoiler alert! People don’t really care who you are or what you sell. So, we have to bring them in and smoothly transition right to the point. Great emails typically hit all of the following marks:
- 4-5 word subject line
- Creative & relevant content
- 150(ish) words total. We want it to be short enough to read on your phone
- Use the SWIIFT℠ Method (So What’s In It For Them) – learn more about SWIIFT℠ HERE
- Cleanly and uniformly formatted
- Stick to a structure:
- Make it personalized to them, their company, their industry
- Highlight the areas for potential pain
- Seamlessly transition to how you can help
- Provide relevant social proof
- Include a call to action
READ: How to Write Better Sales Emails: 12 Actionable Tips
How about voicemails, should you leave one?
YES! I beg you, please, leave voicemails EVERY. SINGLE. TIME. We’ve already mentioned that there are 15 touches in a good sequence. About half of those touches should be voicemails. You are already putting in the time, doing the research, and making the calls… but if you are not leaving a voicemail, then it’s like that phone call never happened.
Hot Tip: before picking up that phone for your first call of the day, make sure your voice is warmed up. Whether that first call results in a living, breathing human on the other end or a voicemail, if your voice cracks it’s not a good look (err, sound).
DOWNLOAD: 4 Voicemail Script Samples
What makes a great voicemail?
Here are some tips for leaving a great voicemail:
- Make it 10 seconds or less
- Put some personality in your message and don’t read directly from a script. Pretend you’re talking to your best friend
- Be clear in your messaging
In a great sequence, there will be about 7 phone calls. For most contacts that could equate to as many as 7 voicemails. So, switch up the message styles. My 4 favorite types of voicemails are:
- Urgency
- Mystery
- Value
- Lever
Insider Tip: in your sequence notes, keep track of the type of voicemail you leave. This will help you know what to say when they call you back and can help you find patterns in the styles of voicemail that are most successful for you. You can read more about my 4 favorite voicemails HERE.
Here are two examples of great sequences from our friends at Outreach:
What’s the difference between these two?
If you read through, you would think these two sequences are exactly the same. And they almost are, with one BIG difference: the 1st email. The “manual” sequence includes a templated email (that may have a tiny bit of personalization). While the “personalized” sequence, on the other hand, includes a truly personalized email, like one written from scratch.
When do you use each type?
You will likely find yourself using the manual sequence for the majority of your top-of-funnel, prioritized prospecting, when refining your ‘hit list’, and cold leads. The return rate on automated emails is roughly 1%. So, we don’t want to spend too much time writing a truly personalized email for an unqualified account.
Now, when we’re talking about account penetration and account revitalization, we would recommend a personalized sequence instead. For these types of prospects, you will likely have solid background information or have had prior contact with the recipient. Warm leads will likely fall under this category as well, especially if you have spent time speaking with them at say a conference or networking event.
*Gasp* your sequence worked and they answered the phone! Now what?
Before starting your call series you should craft a couple of standard (but still great) intros for when your prospect actually answers. The key is to remember not to sell in the intro, instead focus on helping. The goal of your intro is to get your foot in the door and to get your prospect talking. Selling comes later.
Here’s what a great standard intro is going to include:
- It should be short and focused on what’s in it for them (think SWIIFT℠)
- Includes the goal of the call
- Should end with a question
- The entire goal of your intro is to GET THEM TALKING
The questions you ask in your intro should be short and shouldn’t require too much thinking. We want to aim for yes or no questions, or questions that involve an auto-answer. Think things like “How many reps are on your team?”, “Are you outbound or inbound?”, “Looking to add a couple of new team members?” Get them talking and THEN we transition to the sales call.
WATCH: Quick Tips For Better Cold Call Openings
Wondering what NOT to include in your intro?
If you play your cards right, there will be plenty of time for selling either later in this first call, or during your follow-up (more tips on bridging to the follow-up call here). The first time your prospect answers the phone, your job is to get them talking and engaged. We’ve talked about what to do… now let’s touch on what NOT to do:
- No social proof
- No introducing yourself
- No value props
- No features or benefits
- Remember: Don’t sell – do help!
Shoving research in their ear as soon as they answer isn’t appealing. The prospect doesn’t care if you’re the regional vice president for the mid-coast Atlantic region of your company’s XYZ division. In the first 2 minutes of the call, they don’t care what your amazing features are. What they care about is getting their job done better, faster, and easier. So, let’s start out by showing them how we can help!
Remember, the whole purpose of a sequence is to amplify your already amazing sales skills and get you to the finish line faster. So when working on your sales outreach, take time crafting your initial sequence cadence and your templated emails (if you’re going the manual sequence route). Future you will say “Thank you!”
If you’d like even more information on crafting the perfect prospecting message or sequence, you can watch our whole session with Brooke HERE!
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Selling to Gen Z and Millennials
Gen Z and Millennials have grown up in an interconnected world with most information available at their fingertips.
Based on current trends, they value two aspects more than anything when judging a brand – speed and authenticity.
Both generations are accustomed to instant gratification thanks to the internet and evolved communication tools. They also value brands that take a strong stance against injustice.
As a more optimistic and ethically minded group, Gen Z and Millennials make calculated decisions when buying something (especially if it’s outside the tech industry!)
For that reason, selling to Gen Z and Millennials requires a certain level of knowledge, understanding, and sales intelligence.
Here are our top tips on how to tailor your selling approaches to both Gen Z and Millennials.
Understanding Gen Z and Millennials
Understanding Gen Z and Millennials significantly helps how you approach selling to them. Here’s some key factors highlighting their similarities and differences:
- Technology Use: While both generations are tech-savvy, Gen Z has grown up with smartphones and social media, making them more comfortable with technology than Millennials. As a result, Gen Z tends to rely more heavily on online reviews and social media when making purchasing decisions.
- Brand Loyalty: Millennials are often associated with being loyal to specific brands, but Gen Z tends to be more open to trying new products and experimenting with different brands. They prioritize value and authenticity over brand loyalty, and are more likely to switch to a different brand if they feel it better aligns with their values.
- Social and Environmental Consciousness: Both generations prioritize social and environmental issues, but Gen Z is more likely to take action on these issues. They seek out brands that share their values and are more likely to the ones that positively impact the world.
- Communication Style: Gen Z tends to prefer shorter, more direct communication through text messages and emojis, while Millennials are more likely to use longer-form communication like email and phone calls. You can even notice the difference in the resume examples of each generation. While Millennials focus on achievements and uniformity, Gen Z is more likely to experiment with custom design resumes and unique one-liners within their content.
- Social Media Influence: Both generations are heavily influenced by social media, but Gen Z is more likely to engage with influencers and user-generated content. They trust peer reviews and user-generated content more than traditional advertising.
- Shopping Habits: Millennials are often associated with being bargain shoppers, while Gen Z prioritizes convenience and speed. Gen Z is more likely to make purchases through their mobile devices and value free shipping and easy returns.
- Financial Outlook: Millennials came of age during the Great Recession, so they are generally more financially cautious. Gen Z is more optimistic about their financial future and tends to be more willing to spend money on experiences and products that align with their values.
READ: Sales Pitch Tips to Engage Prospects
Tips on Selling to Gen Z and Millennials
First up, let’s reiterate that Millennials and Gen Z prefer authenticity and the ability to be quick and efficient. Keeping that in mind, here are five tips on how to sell to Gen Z and Millennials.
1. Differentiate Between Self-Service and Customer Support
Seems contradictory, right? Both generations actually WANT self-service options while equally expecting excellent customer service.
Gen Z and Millennials want to become an active part of the buying process because they need as much information as possible. They also want the decisions to be final on their terms.
They actively gather as much information as possible on their (and try out free trials) before contacting a brand. Both generations would rather learn more about a product themselves or through organic customer reviews than hear about it from the brand or its sales reps, especially when a new product is involved.
For example, selling a healthcare CRM to a Gen Z or millennial customer should not be done through cold calling or emailing. Instead, adopting a more personal approach is better. Introduce them to the product and allow them to take it for a test run!
At the same time, both generations also expect complete customer support from brands. This can be done through customer service reps, social media, or other easily accessible ways for them to directly communicate and seek assistance.
2. Adherence to Personalization
Gen Z and Millennials have been constantly bombarded with information their entire lives. Over time, this leads to information saturation, especially when today there are tons of competitors in every business space.
So the bottom line is that true differentiation is only noticed by these groups when there’s personalization involved.
Traditional advertisements involve targeting a massive audience with the same ad and message (like typical TV ads). It worked because people didn’t have enough information available, and they couldn’t use their phones to research a product and check out its reviews quickly.
But that’s the FIRST thing Gen Zers and Millennials do today!
Capturing their attention alone requires a little more effort – you want to make them feel like they’ve been specifically targeted. This is also a great way for brands to show that they care about their customers.
DOWNLOAD: Human-Centered Communication
3. Fast Media Is Key
It’s no secret that videos have become one of the most consumed forms of media. While it started with Vine’s six-second videos, we now have TikTok, Instagram Reels, and stories on multiple social media platforms.
This form of fast media is what most Gen Z and Millennials consume on a daily basis. This is where they trust information on current events, find entertainment, and buy products.
Gen Z typically uses social media like TikTok as a search engine rather than Google. Think about that for a second – that means a huge part of selling to Gen Z and Millennials involves effectively marketing on these social platforms.
General social media ads do not cut it. You need to provide quick, consumable content that’s engaging and enlightening. What value are you bringing to them? That’s how you build a following and a loyal community today.
READ: Value-Adding with the SWIIFT℠ Selling Methodology
4. Use Their Language
In order to communicate with Gen Z and Millennials effectively, you need to speak their language. Don’t toss in phrases or words they use nowadays (especially if you don’t know the meaning or social connotation) while keeping the rest of your business tone professional.
Authenticity trumps all. One of the easiest ways to do it? Get that form of insight directly from the source by hiring a millennial or Gen Z employee.
Speaking their language involves using their specific vocabulary, using their jokes and memes, and any relevant acronyms.
Remember these are often very trendy and constantly evolving. Make sure you’ve got someone with their finger on the pulse to continually update your brand’s language along with what’s being used by your customers.
5. Values and Activism Matters
When it comes to Gen Z and Millennials, they have very strong beliefs regarding common societal issues. They also expect their brands to adhere to those beliefs and opinions.
You can’t expect to seem authentic if you suddenly start performative allyship or activism. Gen Z and Millennials can easily call this out or feel when it isn’t sincere. And once that happens, you’ve lost their trust – and it’s unlikely you’ll win it back anytime soon.
Start establishing a strong base of values and causes your brand supports. Moreover, be open and transparent about what you’re doing for the causes you support! For example, if your brand believes in sustainability, what is it actively doing to make the business more sustainable?
You also want to make sure all aspects of the company are on the same page – from revenue, to delivery, and other teams within the organization.
READ: Improving Sales-Marketing Alignment
Final Thoughts
Selling to Gen Z and Millennials isn’t challenging if you’re actively adapting to the changing marketing landscape.
Adopting strong marketing strategies will always help your brand in the long run and allow you to build brand affinity.
One key takeaway? Have fun with it! Continue experimenting with new ways to connect with the latest generations and remember that authenticity and speed are always your number one priority.
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How to Use ChatGPT to Write Sales Emails
In the digital age, email remains a highly effective way to reach potential customers. However, crafting a compelling sales email can be challenging. That’s where ChatGPT comes in. As an OpenAI language model, ChatGPT can help you write effective sales emails that grab your audience’s attention and convert them into customers by using artificial intelligence. In this blog, we’ll show you how to use ChatGPT to write sales emails that get results.
***
I’m gonna be honest with you: I didn’t write that blog intro. Instead, I asked ChatGPT—a language model trained by OpenAI—to write it. (It’s a little formal, but not bad, eh?)
It’s hard to have a sales or marketing conversation without hearing about artificial intelligence, especially ChatGPT. It’s either the best thing since sliced bread or an evil supercomputer that’ll bring about the end of the world. Most people, I think, fall somewhere in the middle.
As a sales leader, should you be scared of ChatGPT? Or should you embrace this new technology and use it to make your sales teams better?
Although there are lots of potential use cases, in this blog I’ll focus on one: using ChatGPT to write sales emails.
READ: How To Incorporate Sales Emails Into Your Sequences
A tale of two prompts: why you need to be specific when using ChatGPT to write sales emails
ChatGPT can churn out sales scripts and email templates faster than a human writer can. The question is: is it any good? And for sales reps specifically: will it get you more meetings and help you close more deals?
The answer: it totally depends!
In order for ChatGPT to work well, it all comes down to the quality of the prompt. If you have a detailed prompt that provides the AI with the right information, you’re good to go.
Compare the following examples:
***
Prompt: Write a sales email template for Factor 8.
Result:
Subject: [First Name], Boost Your Sales with Factor 8’s Sales Training Programs
Dear [First Name],
I hope this email finds you well. I wanted to introduce you to Factor 8, a leading sales training company that can help you increase your sales revenue and enhance your team’s performance.
At Factor 8, we understand that sales is a competitive and constantly evolving industry, and we’ve designed our programs to help your team stay ahead of the curve. Our training courses are tailored to meet your unique business needs and goals, and our experienced instructors will work with your team to develop the skills and techniques necessary to close more deals and exceed quotas.
Here are just a few of the benefits you can expect from our sales training programs:
Increased sales revenue: Our training programs are designed to help your team close more deals and exceed quotas, leading to higher sales revenue and improved profitability.
Improved team performance: By providing your team with the skills and techniques necessary to succeed in the competitive sales industry, our programs will help your team perform at their best.
Customized training solutions: We understand that each business has unique needs and goals, which is why we offer customized training solutions tailored to your specific needs.
Experienced instructors: Our instructors have years of experience in the sales industry, and they are committed to helping your team succeed.
To learn more about how Factor 8 can help you improve your sales performance, please visit our website or reply to this email to schedule a call with one of our sales representatives.
Thank you for your time, and I look forward to hearing from you soon.
Best regards,
[Your Name]
[Your Title]
[Your Company]
***
Okay, so it’s not terrible, but let’s be honest – there are a ton of problems with that email:
- It’s wayyyyyy too long (yawn)
- A lot of the copy seems canned
- There’s no personalization within the email
Now, let’s see what happens when we’re more detailed in the prompt.
***
Prompt: Write a first-touch sales email template initiating contact between a Business Development Rep at Factor 8 and a mid-level Sales Manager at Meta. Structure according to the AIDA framework: Attention, Interest, Desire, Action. Make sure there’s at least one question in the body of the email. Be sure to reference our key value proposition: Factor 8 rep & manager training drives topline growth. The call-to-action for the email is to set up a 15-minute introductory call. Limit output to 125 words or less.
Result:
Subject: Increase Your Sales Revenue with Factor 8’s Manager Training
Hi [First Name],
As a Sales Manager at Meta, you know how important it is to have a well-trained team. That’s why I wanted to introduce you to Factor 8’s training programs. Our training is tailored to meet your unique business needs and goals. Our experienced advisors will equip you with the skills necessary to improve your team’s performance and drive topline growth.
Are you available for a quick 15-minute call this week? Let’s discuss how we can help you achieve your sales targets.
Best regards,
[Your Name]
Business Development Rep, Factor 8
P.S. You can learn more about our training program on our website.
***
I wouldn’t call that a perfect sales email – but it’s definitely headed in the right direction. Most sales reps could probably use that copy as a starting point, then edit and personalize to be more engaging for their target prospect.
Tip: Want to sound less formal? Just add that you want a more casual tone to the prompt.
READ: How to Write Better Sales Emails: 12 Actionable Tips
What We Can Learn from ChatGPT
Here are my takeaways:
- Understand the intent behind your copy. ChatGPT isn’t a mind reader. It doesn’t know why you want to generate copy or your intended result. So just like in the example above, you need to be specific. (Which means you need to have it figured out before you sit down with the AI. It’s a robot, but don’t waste both of your time!)
- Gather necessary information in advance. Before you begin the AI writing process, gather all the information you need to create your copy. ChatGPT can pull in some information, but others you’re going to need to specify or add in later.
- Be as detailed as possible in the prompt. The more information you provide ChatGPT, the better and more relevant it will be. Always add the tone of your messaging into the prompt.
- Fine-tune your copy. You’ll probably noticed that even with a detailed prompt, ChatGPT wasn’t able to create an engaging sales email. There’s still a gap between AI capabilities and copy that’s engaging to a human reader. Your reps (and maybe even internal your copywriters) will need to bridge that gap. Use ChatGPT as a starting point, and then refine!
- Test and optimize. Like any good sales asset, once your copy is finalized, it’s important to test it to see how it performs. Create different versions and take them for a spin! You only know if you try.
In the end, is ChatGPT worth it for your sales team? The answer is: it still depends. If it helps jumpstart your creative process to help you generate email templates faster, then it could be great!
But if your reps want to use it as a shortcut instead of doing the hard work to understand the client, gather information, and compile the best ways to engage them – then keeping it all human might be the better way to go.
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5 Tips For Mastering Your SWIIFT℠ Pitch
After reading the title, you may find yourself wondering “what even is a SWIIFT℠ pitch?” A SWIIFT℠ pitch is a modern-day phone sales version of an “elevator pitch.” This pitch allows potential customers to visualize what it would be like to work with you.
SWIIFT℠ stands for: So What’s In It For Them?
So what’s it in for them? This is what you have to prove to the customer. A SWIIFT℠ pitch can happen anywhere at any time. However, it needs to answer these two questions:
- Who are you with?
- What do you do?
When answering these two questions in your SWIIFT℠ pitch, you need to explain who you are and the value of what you do. This is the best way to grab their attention and get them to start listening.
Here’s how to master your SWIIFT pitch every time:
1. Keep it Short & Simple
A SWIIFT℠ pitch is a clear, brief message or promotion about your brand or organization. So remember to keep it concise and to get your point across efficiently.
An effective SWIIFT℠ pitch should only last between 10-15 seconds — after that, you’ll lose their attention. Remember this when you’re coming up with what to say. The easier to understand, the better!
2. Don’t Use Marketing Terms or Jargon
Using big marketing terms or jargon right off the bat is just confusing. It also causes customers to immediately put their defenses up because they know they are being given a sales pitch.
Use words that you know your potential customer will be familiar with and want to engage with.
3. Have 1-2 Memorized
Once you’ve come up with what to say during your SWIIFT℠ pitch, have 1-2 memorized and ready at all times! A SWIIFT℠ pitch can happen anywhere, so it’s important to always be prepared.
It’s also helpful to ask people in the office to share their SWIIFT℠ pitches and you can share yours back. This will allow you to practice as if you were giving the real thing, and you can receive helpful feedback.
4. Remember To Sound Natural
Don’t sound rehearsed! Your potential customer doesn’t want to hear a pitch that sounds like you’re reading a script word-for-word. Go with the flow, and just have a regular conversation! If you mess up a few words, that’s totally fine.
As long as you are getting your point across (by answering the two questions) and reiterating the value to them — that’s all that matters.
5. Your Pitch Should Evolve Over Time
Once you feel you’ve mastered and memorized your SWIIFT℠ pitch, use it during a real customer conversation. This will allow you to test it out and see if it works or not.
But, don’t forget — your pitch should continue to evolve and change over time. You can’t keep the same SWIIFT℠ pitch for years, you’ll need to adjust it as necessary as you make more sales calls.
This is an important step in committing to ongoing self-improvement. You’ll want to continue to improve and revise your SWIIFT℠ pitch over time to maximize its results.
But, How Do You Know Your SWIIFT Pitch Is Working?!
If your SWIIFT℠ pitch is working, customers will likely stop what they’re doing and:
- Lean in and listen closely
- Want to know more
- Ask questions
If they brush off what you’re saying or have objections, you may want to reevaluate and adjust your pitch. Pay close attention to their reaction because it will likely tell you what’s working and what isn’t.
Want to learn more about mastering your SWIIFT℠ pitch? Download our free team training tool SWIIFTSM IN A BOX which gives step-by-step instructions on how to implement SWIIFTSM!
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6 Logistics Sales Tips to Master Phone Selling
Freight and logistics sales has undergone a massive change in the past few years. As companies embrace digital transformation, in-person sales meetings are falling in frequency. So you’re probably spending a lot more time on the phone than before.
This can be…how should I put it…intimidating? 😱 Or at the very least, uncomfortable?
So here are six logistics sales tips to help you crush cold calls and reach those tough-to-crack prospects.
(Psst! Interested in logistics sales training? We can help! Contact us today.)
1. Don’t stop calling
For sales calls, the third time isn’t the charm. You have to call someone at least six times before you get a response. Not just for cold leads, but warm leads too.
People are shocked when I say this. But think about it: when was the last time you called someone once and immediately got a response? (I’m gonna guess it doesn’t happen that often.)
Over 36% of purchased leads receive no sales contact. And it’s not because reps are lazy. It’s because we’d rather go after the low-hanging fruit for immediate results. But there just isn’t enough low-hanging fruit to go around. If you want consistent results, you’ve got to climb a little higher. That’s why I recommend 10 touches for A leads, 8 for B leads, and 6 for C leads…as a bare minimum.
READ: How to Build an Account and Lead Qualification Strategy
2. Leave a voicemail and send an email—every time
Yes, you read that right. Every time. It’s easy to ignore a missed call. It’s harder to ignore several missed calls, multiple voicemails, emails—you get the picture. If you’re going to invest the time in making several hundred calls a week, make it hard for them to forget it.
Think of the voicemail as a resume. It’s there to show who you are, what differentiates you, and what value you offer. If you put it in front of them enough times, the prospect is more likely to pick up. Once that happens, then you can start selling.
WATCH: How to Leave Voicemails that Get Returned
3. Be patient.
In a virtual environment, sales cycles can be longer than traditional, F2F approaches. So when you make 100 calls in a day and don’t hear anything, don’t worry! Eventually, you’ll call someone enough times and they’ll pick up (even if it’s because they feel guilty 😉). At that point, you can make them feel like they’re the one doing you a favor by taking the call.
READ: Quick and Effective Voicemail Scripts
4. Keep your intro and pitch SWIIFT℠
Salespeople often talk about “engaging prospects.” But what does “engage” actually mean? It’s simple: An engaged prospect is a talking prospect. And what’s the best way to get someone talking? Ask them a question.
So instead of going through your usual dog-and-pony show, use the SWIIFT℠ methodology (So, What’s in it for Them?) to flip the conversation around. SWIIFT℠ gets the prospect to answer 2-5 short, closed questions to get the conversation going. This helps you build the necessary rapport and understand the prospect enough to demonstrate your value.
READ: The SWIIFT℠ Selling Methodology
5. Don’t “check in” with prospects.
Be real: how many times have you jumped at the chance to “check in” with a sales rep? Yeah, me neither.
If you’re going to ask for your prospect’s time, you better give them a good reason to get on the line with you. So start brainstorming how you can add value to them:
- Address a specific issue they raised last time you talked
- Update them on new and improved features
- Talk about something in the news and how you can respond to that
- Share something you learned from another client—a kind of cross-pollination
Don’t just call to sell something. Call to add value…real value.
DOWNLOAD: 20 Value-Add Reasons to Call Your Customers
6. Make the most of short calls
In virtual sales, the average first call is three-and-a-half minutes. If you last that long, you’re doing great.
You may wonder: what could I possibly get done in such a short amount of time? In reality, you only have to do three things:
- Differentiate yourself
- Get a commitment for the next step
- Book the next call
Commitments change depending on where the buyer is in the journey: set up a demo, loop in other stakeholders and decision-makers, read over a contract, or even sign and onboard. But every call you make needs to involve getting some kind of commitment. Then, you use that commitment to bridge to the next call.
So there you go. Follow these six tips, and I promise you’ll be crushing those sales calls. Happy selling!
Watch The Video Below For More Logistics Sales Tips.
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How to Ask for Referrals [Webinar Recording]
How to Ask for Referrals
[Video Recording]
Top Cold Call Tips and Techniques
People love to ask, “Is Cold Calling Dead?” It’s probably for the controversy effect more than anything, right? My answer (like all great consultants) is, “It depends.” Marketing has come a long way indeed to ensure our brand is recognized before the call. Maybe content has been consumed, landing pages visited, social posts engaged. But if they’ve never talked to us before, is it still cold? Nah, let’s call that warm.
Not all companies are as fortunate. Start-up sellers may not have marketing support and the customer’s first impression is the first call. Even if they may recognize a little something from LinkedIn, it’s not enough to call it warm. Marketing tells us it takes at least 4 touches to actually leave an impression, and 6-8 to get to the point of purchasing (some companies even require 20+ touches!)
But can we be honest for a second? Sellers don’t give a darn. An outbound call to someone who isn’t expecting the call feels cold. Frigid below-zero kind of cold to today’s sellers. Why? Most of them haven’t grown up using the phone. My kid was shocked to learn his phone dialed out. “What!? It’s not just for texting!?”
Your millennial sales force wants to email and send LinkedIn messages. I know this because I get 30 a day. Want to differentiate? Immediately…
Ban the spam and get on the phone!
New to phone sales? Here are some cold call tips to help the water feel a bit warmer:
- You’re immediately differentiating yourself by calling vs. emailing. This is a very good thing. I get 30 messages a day and about one voicemail per week.
- It will take about six calls for you to get a hold of most of your prospects and most sellers give up after two. This is the game, my friends, do NOT give up. Do NOT take it personally. Cheerfully make your tally mark and know you are one call closer to a sale. Remember from above that it takes 6-8 touches to buy? Each time you leave a message it’s a touch. Sales is math.
- Yes, leave a voicemail! About every two days is great. No voicemail = no touch. You’ve made the dial but forgotten the return. Read more about voicemails that actually get returned here.
- Intersperse written messages. Use your outreach tool to help you send a series of voicemails, emails, and social messages over a period of 2-6 weeks. Close enough to be recognized from the last touch but not so close to being considered a stalker. You and your sales leaders can determine this.
- Design your outreach cadence based on client potential. If you’re doing account-based marketing and this is a top prospect, you’re going to touch more often and for longer. We recommend A, B, C, D lead qualifications. Read more on that here.
OK, now let’s move from strategy to psychology.
How do I beat cold call rejection? Rejection sucks. Be very clear that cold call dodging is not rejection! Imagine a stranger calling you just to tell you that they don’t want to talk with you anymore. Um, OK. I’m cool with that. Feels different if it’s your best friend or your brother, right? Now THAT is rejection. They know you. They don’t like you. Ouch.
A stranger saying they have no time, they’re not interested, or simply launching a call is not rejection. It’s a busy life. They don’t know your name, your company, your face, or your annoying habits yet. 🙂 It’s called call dodging, not YOU dodging.
Let’s also focus on sales as a helping profession. I recommend you spend a good four hours immersed in customer testimonials and case studies before picking up the phone for the first time. Learn why people love your product and your company. Learn about the problems you’ve solved and the situations you’ve bailed them out of at work! Your job is to find people struggling with these situations and save them. Your job is to educate them on a solution. What would they do without you? What if they don’t even know a solution exists!? What if they’re searching for a solution right now and are about to make a big mistake!? I want you to really dig in and picture this scenario and then picture this stranger thanking you for helping them. See it clearly and then see it every time before you pick up the phone.
In a cold call rut? Try picturing your best friend next time you hit “send.” Get a smile on your face and really imagine it. Your entire energy will change and you’ll be shocked how you’ll come off better.
Need more cold call inspiration? I want you to imagine that this outbound calling job is actually your business degree. Hell, your MBA program. Your job on every single call is to learn something about their business, their industry, their company, and their job role. It’s called genuine curiosity my friends, and nobody displays it in sales anymore. Be fascinated. Be inspired. Seek to truly learn and grow. Your prospect will be so flattered and surprised, you’ll learn everything you need to know to qualify or uncover a need. You may even find your future perfect job situation!
Finally, a few skills to help. The most important skills to turn dials into actual leads or opportunities are:
- Voicemails. Yeah, we covered this before. If you leave 10-15 voicemails a day using our techniques, you’ll get at least 2 returned. That’s 10 conversations a week. Folks, that’s like a bonus day of the week. You get 6 days to hit your goal while everyone else gets five.
- Call Introductions. 90% of them suck. Yeah, sorry about that. If you’ve not spent a few hours training and perfecting your intro, it probably sounds like your value prop and is about 10 seconds too long. Learn the SWIIFT℠ Intro that perks their ear and gets them talking. You’ll be shocked at how many conversations happen instead of rejections.
- Overcoming the Brush-Off. Even with a better intro, you’ll get some brush-offs. Remember, this isn’t rejection – they don’t even know you! Most of us either hang up or answer it like an objection, and that’s wrong. How do you overcome “I don’t have time” or overcome “I’m not interested?” By moving around it.
- A Better Value Prop. If marketing wrote it for you, it won’t work in phone sales. Sorry marketing. Value props need to answer who you are and why they care in a way that your grandmother could understand. The best ones use “The rule of three” to get their brain accidentally picturing your services.
In summary, no matter the temperature of your outbound calls, when you make them a game, adjust your mindset, and layer in some skills, then you and your team can harness the incredible power that most of your competition has left behind. Sure, it’s easier to pop an email but remember:
“Nobody ever bought anything over email.”
Choose to be in sales instead of marketing. Pick up the phone and have some fun!
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8+ Killer Tactics For Virtual Sales Meetings & Demos You Can Use Today [Webinar Recording]
8+ Killer Tactics For Virtual Sales Meetings & Demos You Can Use Today
[Video Recording]
5 Common Sales Demo Mistakes to Avoid (and How to Fix Them)
If you’re an account executive, you probably spend a ton of time running sales demos. However, in my experience, most salespeople don’t spend nearly enough time properly prepping or planning for their demos ahead of time. If you’re reading this and you’ve given 10 of the exact same demos this week, it’s time for a change!
Believe me, I get it. You’ve found a presentation you feel comfortable with and that you can do in your sleep. Well, I’m here to tell you that while may have mastered your demo, it might actually be putting your prospect to sleep. Have no fear, we’re going to fix that today.
Below are the top 5 most common sales demo mistakes and how you can fix them:
1. Stop Playing Tour Guide
First things first, the prospect isn’t here for you to show off every little detail about your product. Remember, this call isn’t about you. It’s about them and their problems. So, instead of talking about how great your product is, let’s talk about them.
There are two key things you need to do at the beginning of every demo:
- Discuss their challenge
- Show how you are able to solve it.
That’s it, stop right there!
I know it can be hard not to show all of the really cool things your product can do. When we built our eLearning platform, The Sales Bar, it was SO hard not to fall into the rhythm of just showing a prospect all the things I was so excited about. But I had to stop and remind myself that this is not about me. This tool is here to help them solve their challenge. I just needed to show them how it could do that.
2. Customize Your Demo
If you’ve given the same demo 4 or 5 times TODAY, then, Houston, we have a problem. Each of your demos should be tailored to who you are meeting. If you walked into the mechanic and they put the same tires on both your car and the 18-wheeler in the bay next door, how do you think that would go? Demos are conceptually similar. They are not “one-size-fits-all” because every potential client is going to have different challenges and needs. So, before the meeting let’s look at how to really speak to the prospect’s problem.
Before every sales demo, ask yourself:
- What are they solving?
- What are they avoiding?
- What’s their desired end state?
- How do they feel about what they are doing now?
- Or, if they don’t have a solution now, how do they feel about your competition?
- Is there anything they have specifically asked to see?
We know that most of you have SDRs or BDRs that are doing the SUPER quick intro call and laying the groundwork for your demo. So, you may not have every one of these questions answered beforehand. But, you should have at least some of this information before you start planning (if you don’t, it might be time for a talk with your sales development team).
During planning, you can use this info to decide which features your tool has that answer the questions above. Then you need to line up the SWIIFT℠ benefit and you’re on your way. New here? SWIIFT℠ stands for So, What’s In It For THEM! It’s our philosophy to put the thoughts and needs of the prospect before our own. We promise you’ll thank us later!
Bonus: We’ve got 5 uber-helpful sales demo + meeting worksheets for you to use before your next call!
Grab them here.
3. Less is More
So, you’ve used our planning tool and you find yourself starting with 10 different features and 10 different SWIIFT℠ benefits to share with them. Yikes, that’s going to be information overload. My suggestion: prioritize your list. Set yourself up to talk about the 3 most important features (hint: the things that are going to save them the most time/money/energy, etc. Focus on solving their #1 challenge). Also, set yourself up with 2 additional features, just in case they don’t like one of your top 3. Then you can use the other items on your list to bridge to the next call (read more about how to bridge to the next call).
This is how it should flow:
- Share Feature #1
- Stop sharing your screen
- Relate feature #1 to their challenge
- Discuss. Translate. Tell a Story.
- Repeat for Feature #2
- Repeat for Feature #3
Gong did a study recently that shows that customers who talk more end up buying more. When we screen share, the salesperson talks more which is not good for the sale. Instead, take the first 10-15 minutes of every demo to simply have a conversation. After that, you can screen share to show feature #1. Then, stop sharing to discuss the SWIIFT℠ benefits and to get the prospect talking and asking questions. You can share your screen again for features #2 and #3.
4. Don’t Stop the Disco
Even if you have answers to all 5 of the questions above before the demo, slow down, and just focus on good meeting manners. Do your intros, talk through the agenda, and get the prospect’s buy-in. This will help you build a deeper rapport through your relationship. Take this time to dig more into what they’re looking for. As I mentioned before, a lot of demos are booked by a BDR or SDR who only had a 3-minute call with the prospect. If you try to demo on that 3-minute call alone, it’s likely going to be inaccurate and messy. Start with what you think you know. Repeat the challenges you understand back to them before you get into showing them the features. You can use this thought process throughout your whole demo. Even when you think they are on board, take the time to stop the screen share and make sure you’re on the same page.
Presenting to the CEO this time? How complex do you think this version of your demo should be? On a scale of 1 – 6, where 1 is simple and 6 is layered and complex…
Spoiler alert: the CEOs need to be at a 1 or 2. The higher up the ladder you go, the simpler your demo needs to be. Think about it this way, the higher the prospect’s position the more responsibilities on their plate. They don’t have time to wade through the layers with you. Keep it simple and let them ask you what they want to know. You live in this tool/service/product all day long. For them, this is one of 15 things they are doing this morning alone.
Remember, we build value by solving problems, not by layering features. All you have to do is show them how your product will solve their problem.
5. K.I.S.S. and Show
Let’s call it like it is, this one is Keep It Simple Stupid. There are a few tried and true rules that I always impress upon our salespeople:
- Never build a report or dashboard live. I promise the time you spend building it live will be the ONE time the feature doesn’t work correctly.
- Tell them what’s coming, put on your best James Earl Jones voice and narrate each step of your presentation.
- “Now we’re going to look into solving the problem of _______. The _______ function of our tool can help. Take a look at this here.”
- Stop screen share often. Give them time to give you feedback and spark conversation.
- Have tabs or whole instances open and ready. Clear out your desktop from everything else. They don’t need to see your Slack channel by accident or pictures of your family. Have your features ready to show. That way navigating through your demo is seamless for both you and your prospect.
- White space rules. Don’t clutter up every corner of the slide. Let the important information shine.
- Five clicks (or less) every time you share your screen. If you go down a rabbit hole to function #1, then you back come up through 6 layers before diving down a different rabbit hole for function #2, you’ve lost them. At the demo stage, the tool needs to appear as easy as 1-2-3…
- Hold your mouse still! Once you’ve moved your mouse to the location you are looking to highlight, take your hand off the mouse. A bouncing cursor will distract from the valuable information you are trying to relay.
Okay, now that we’ve talked about the top 5 sales demo mistakes to avoid, let’s highlight the steps you’re going to take for each demo:
- Research to answer the five key questions
- Plan additional questions to fill in gaps or clarify
- Prioritize your demo show list
- Narrow that list to 3 (with 2 backups)
- Translate the demo from a system to your prospect’s POV
- Prepare screens to answer anticipated questions
- Prepare your agenda and send it
That’s it! Just 5 easy sales demo mistakes to avoid (or fix) and 7 easy steps to prepare. Trust me, these simple things will make your demos more engaging for your prospects and more interesting for you!