With people being more isolated, the trend of how to set appointments is changing. Salespeople need to be more creative about how to get a prospect’s attention, such as using videos. This episode will be about using this approach to make you stand out from the crowd and get that meeting.
Frank Weshcler works for a company called Dynamic Signal. They started in San Bruno but for the last two years, the company has branched out to Chicago. It is a communications and engagement platform to help enterprises and commercial size companies.
When Frank was still interviewing with Dynamic Signal, he was asked how comfortable he was in front of the camera. With video creation being part of their outreach, he needed to be able to do quick 30-second dynamic video clips where he could introduce himself and create a pitch. With his theater background, he was immediately comfortable and got started making videos.
Frank’s company uses Vidyard, a video platform that integrates with their sales platform. It helps them find videos easily, attaches them into emails, and sends them. Frank has been very creative in all his videos. In one of his videos, he ate the restaurant’s hottest wings, with triple sauce, and recorded himself pitching to the client while his mouth was on fire! Despite the fact he was coughing and choking, he pressed on. The client loved it, sent it out to their entire team, and Frank got a meeting. For him, it was worth it!
Keep in mind, the meeting took time and follow-up. After not hearing from the prospect after the initial video, he reached out again with another video, but without the wings this time, to ask if the client had seen the video. It was then that Frank was able to solidify the meeting. Don’t be discouraged after just one touch. Clients get busy.
There is no one formula in creating a video but you can do the research to find the connective niche angle that will be the focus of your pitch. For a sports car company, Frank made a video of himself building one of their cars out of Legos in his workshop using his GoPro. He titled it “I Made Your Car in My Workshop” and it became click-worthy for the client. The video was tied into their brand and interest. Put yourself in your client’s shoes. What would make something click-worthy for you?
Frank loves using videos as an ice-breaker. He often sends a video for the first or second touch depending on who he is reaching out to. After the video, the next step is getting on the phone. If he still doesn’t get a response, he sends another follow-up video just to remind them of his first video. If he still doesn’t get a reply, he lets it go.
Research plays a huge part in the process of making a video. In this stage of the process, your job is to create an idea that will be relatable to them. What are the prospect’s interests or hobbies? What are their favorite sports teams? Here is where you can use LinkedIn and other social media platforms to dig deep. Frank discovered one prospect was a slam poet so he made a slam poetry video. Use your videos to personalize your pitch in a way your competition hasn’t. Through your efforts, you ‘re making your introductory video a cut above the rest.
Not all people are using videos for their pitch and introduction because not all salespeople are comfortable in front of the camera. The trend in sales, however, is going more toward videos as salespeople are now using Zoom in their videoconferencing. Hopefully through Zoom salespeople are getting more comfortable being in front of the camera and will take advantage of this video trend as it gains popularity. Frank had never heard utilized video prospecting before joining Dynamic Signal but he’s learned the huge advantage of personalization through this mode of communication. As the use of Zoom progresses, using video prospecting may soon become the norm. Don’t limit yourself.
If you are interested in more sales stories, you can talk to Donald directly. Reach him via these channels: LinkedIn, Instagram, Twitter, and Facebook about any sales concerns. This episode is brought to you in part by Crmble, the easy-peasy CRM for Trello that helps you manage your contacts and leads without investing in complicated solutions, sync all your data, manage custom fields, and get powerful reporting on your sales. Try Crmble now for free at www.crmble.com/tse. This course is also brought to you in part by TSE Certified Sales Training Program. It’s a course designed to help new and struggling sellers to master the fundamentals of sales and close more deals. It will help them elevate their sales game. Sign up now and get the first two modules for free! You can go and visit www.thesalesevangelist.com/closemoredeals also call us at (561) 570-5077. We’d love for you to join us for our next episodes so tune in on Apple Podcast, Google Podcast, Stitcher, and Spotify. You can also leave comments, suggestions, and ratings to every episode you listen to. You can also read more about sales or listen to audiobooks on Audible and explore this huge online library. Register now to get a free book and a 30-day free trial. Audio provided by Free SFX and Bensound. Other songs used in the episodes are as follows: The Organ Grinder written by Bradley Jay Hill, performed by Bright Seed, and Produced by Brightseed and Hill.
Anton van Rhyn is the CEO and founder of the company Wavo, a cold email platform that helps salespeople automate email outreach and follow-up. He also built Huron, a company for outbound prospecting and service. Anton has used both his software development experience and sales development experience to fine-tune the email automation platform.
Anton built a cold email automation platform in order to assist sales representatives to relieve them of these more mundane tasks. The platform creates a sequence for the machine to follow. It can reach out to prospects and follow up in a way that looks like human effort. The tool is very efficient in that it focuses on making initial contacts while it frees up sales reps to focus on their demos and talking to people.
Anton’s company has been utilizing email for three and a half years. Their previous experience came from being a prospecting service where they used emails to contact different verticals and industries. regardless of company size.
Email makes it easy to prospect because most people today already use email. It is reminiscent of the cold calls used in the past. Cold calling was effective because most people were already sitting at their desks and ready to pick up a phone call. Today, very few people own office phones. Businesses have resorted to using emails to reach their clients. It’s become one of the most powerful channels to engage with prospects.
Using a template in making cold emails is one of the reasons why this strategy often fails. In the U.S. alone, the phrase cold email template is searched for around 200,000 times a month in Google. Mail servers create a hashing algorithm to identify email content and using these algorithms, servers can quickly identify these emails as spam.
The other reason why cold emails are failing is that some people in the email list aren’t interested and just flag your email as spam.
When you’re using the cold email templates, it’s very easy for emails to go straight to spam.
Over time, Anton’s company developed a framework in using cold email, calling it the 1-2 punch. It’s a series of emails to address a topic. After some time, another mail is sent to revisit the topic sent two emails ago. It’s important to give the recipient a break.
It’s important to use a good subject when creating a cold email so it seems you are really writing to someone. A subject line that looks like a headline from an ad stands out to people. Even when the email isn’t flagged as spam, or ends up in the Promotions Tab, the receiver will still likely not open it because nobody likes being sold to. An ad is off-putting.
Google and Gmail Suite are also getting smarter by the day. They check your inbox and look at how people engage with your emails. A sender who gets replies gets a higher score than sanders whose emails don’t get opened and responded to.
As a salesperson who is using emails to reach their clients, find smart ways to get them to reply. One trick Anton suggests is to include a way for people to unsubscribe. For example, “Hey, if you don’t want to hear from me again, please reply to this email with your request to unsubscribe,” or some other variation.
Anton’s clients have seen how using this trick improved their engagement rate. While there are some who reply unsubscribe, they also see positive responses coming back as well.
At the end of the day, your goal is to make your cold emails sound more human to get the other person to respond.
When you write a cold email that your prospect will open, the three word-subject line works well. You can email your list with no more than a three-word subject line and talk about the value proposition.
Talk about the quarter’s results or related subject clients may find interesting.
A quick question subject line is the most overused subject there is but it has 40-60% open rates. This shows just how effective a short subject line is.
You can write a cold email that your prospect will open by building a series of two emails. The first email shouldn’t be longer than three sentences. Salespeople often make the mistake of putting everything in their mail. They try to explain every value proposition and all the information about what they’re selling.
Explain the most important things in three lines:
Anton observed that trying to get the conversation started is what matters. It’s equally important to give the prospect of breathing room regardless if they respond or not. After two days, send them another email as a reminder. You can also add some social proof in your second email to tell them who you’ve worked with and how the partnership produced good results. Build on that sequence and wait another week to create an additional one-two punch email.
If there is no reply then give it another week or two to give the prospect breathing room and time to forget. You can then start the process again.
You can continue this sequence as long as you deem effective.
Google has implemented many ways in detecting cold email these days as the use of cold email starts to proliferate. In the early days, using cold email was very effective when sent by batch before and after office hours. It let people do their jobs in the middle of the day and then emails were sent before they got into the office after they left.
In the last months, this strategy hasn’t been performing very well. This is due to the spike of activities during the 6:00 AM – 9:00 AM and 5:00 AM-9:00 PM window. People tend to get busy in those times and end up not doing much during the day.
Anton’s team is changing its approach and adapting to peoples’ activities. It’s counterintuitive to what they’ve done in the past but it’s proving to be effective today. Sending the emails by batch in the times when people aren’t too busy has become their automating signature. They rewrote the scheduler in a way that emails are sent consistently throughout the hours between 9:00 AM-5:00 PM, rather than sending all the emails as quickly as possible in just one time.
This has proven a preferable schedule for delivery.
When sending cold emails, remember these few things:
Scheduling tools such as Calendly are also helpful especially if you get a reply showing interest. This is the perfect time to send your Calendly link.
Contact Anton Van Rhyn via his mail firstname.lastname@example.org. They are also giving out PDFS of their frameworks at wavo.co/tse.
This episode is brought to you in part by TSE Certified Sales Training Program. It’s a course designed to help new and struggling sellers to master the fundamentals of sales and close more deals. Sign up now and get the first two modules for free! You can also call us at (561) 570-5077.
This podcast is also brought to you in part by Reveal the Revenue Intelligence podcast. It’s about utilizing data to make business decisions instead of just guessing your way through major sales decisions. Visit gong.io for their podcast.
We’d love for you to join us for our next episodes so tune in on Apple Podcast, Google Podcast, Stitcher, and Spotify. You can also leave comments, suggestions, and ratings to every episode you listen to.
You can also read more about sales or listen to audiobooks on Audible and explore this huge online library. Register now to get a free book and a 30-day free trial.