We consume information from a variety of platforms, so we have to connect with prospects from different angles using omnichannel outreach. We have to find our audience where they happen to be listening.
Mark Kosoglow is the VP of Sales at Outreach, a sales engagement channel, and he’s explaining today how sales reps can include omnichannel outreach in their efforts. His passion is developing people and creating a winning, fun, positive atmosphere where people are inspired to do their best.
He said if you are going to have a hard worker, they have to enjoy work. That doesn’t mean you have to enjoy what you do. It means you enjoy working and you’re likely always tinkering around the house. His dad taught him that if you make people’s work easy, they’ll work hard for you. To that end, he tries to make people’s work easier so they’ll work harder.
Consider the following questions as you’re considering what omnichannel is.
That’s omnichannel. As humans, we engage with people in many different ways depending on our mood or their approach or the channel.
The point of omnichannel outreach is to meet people where they are. People have preferred methods of communication, and by limiting yourself to a single channel you’re excluding a large number of people. You’re missing out on a growing audience.
Many people don’t understand how to use omnichannel. With social, for example, if I’m targeting you on social media, I’d begin by following you. Then I’d read your posts and engage in activity to let you know that I’m interested in you as a human and in the things you’re doing. After I’ve built an online social relationship, the person I’m targeting should understand a little bit of why I’m interacting with them.
At that point, you can reach out with a value pitch or something that helps people understand what you’re offering.
As humans and nonsellers, we do this kind of stuff all the time very naturally, but then when we bring it to our careers and the way we make money, we get weird about it. We do stupid stuff that we would never do as a normal human. But the truth is that if you engage professionally on social media the same way you engage on your personal pages, you’ll be a great social seller.
Sales managers who hear this may wonder how to introduce these concepts without disrupting the success their team members are already having. Admittedly it’s difficult to introduce change while trying to avoid disrupting the status quo.
At Outreach, the teams begin with a hypothesis like, “I believe that by engaging with our top 10 accounts that we can create more meetings.” It’s specific and measurable. Then they create a plan to go do that.
Maybe set up a strike team of your best reps or a cross-section of different kinds of reps and have them run the same process. Then, using KPIs, measure their results against the control results. If there’s a lift, then people will be happy to move to the new techniques.
Realize that you cannot have people who conduct activities in different ways. There must be a workflow and process in place to ensure that you’re measuring the process rather than the ability of the individual. In the end, you must have the guts to make a decision.
The only sellers who should balk at this kind of change are those that live in the exact house that they want, who are driving the exact car that they want, and they are happy coming into work. If a seller fits that description, he’s likely already making $10 million a year or he is lying to himself.
Sometimes our tracking processes do a fantastic job of motivating our activities, but they produce such a heavy cognitive load that teams spend more time managing them than they do in their sales activities.
Mark equates sales to plate spinning, where you spin up a couple of people on Monday, and then spin a couple more on Tuesday and then again on Wednesday, but you have to return to the Monday people to keep them spinning. The problem is that you can only spin so many plates at a time.
Technology allows you to add a motor to the stick that will keep the plate spinning until the motor runs out of gas. Technology helps you administer and run the system, and Outreach does exactly the same thing.
Even if you’re automating a system, you can build out processes that allow you to be personable. Include a first step that involves research to discover two or three specific things about your prospect. Then include those in your CRM and write an email based on those things you found. The first step should not be an automated email.
Even if you send an automated email to 10,000 people and get 100responses back, you will have burned out 9,900 people by sending a generic email. Take your time and send personalized messages to a select group of people.
Outreach works with single seller startups and huge companies like Adobe, Microsoft, and Amazon. The tool is meant to be flexible. The sweet spot is probably from 100-500 users; a company that is seeking to really nail down their scaling strategy. It’s for those companies who can’t afford to rely on the top 20 percent to carry the load for the other 80 percent.
Your company must have a much more operational system driven way of selling.
One of its secret sauces is its integration with SalesForce and Dynamics so that every action is logged into the CRM automatically. The tool uses a feature called Amplify that involves complex, futuristic machine learning.
As an example, the average percentage for out-of-office replies is 17 percent. So 1 in 5 of those responses will likely include the date the person will return, and the name and phone number of someone else in the organization who may even be higher in the organization. And most reps probably delete those emails despite all the good information that’s in them.
You’re 46 percent less likely to book a meeting with someone if you contact them a second time when they’re out of the office. Pair that information with the fact that the majority of those emails will include the contact information for another person on the team. Outreach has created machine learning that can read out-of-office replies.
It reads the date of return in the email and offers an option to pause all communication until the recipient returns. It also notifies you of the other team member’s contact information. With one click, you can address these issues.
From the company’s origins, they scanned emails and discovered 73,000 phone numbers in the email signature blocks. Of those contacts, only 23 percent of those were added to CRM by the reps. Seventy-seven percent of those were never captured.
In 9 out of 10 deals, you end up talking with the person who was originally listed on that out-of-office email. And considering how much less likely you are to book a deal if you contact the person again while they are out of office, it’s damaging your efforts if you don’t read the out-of-office email.
This helps you be more personable because you’re not contacting the person continually while he’s on vacation.
If you aren’t contacting people on multiple channels, you’re limiting your ability to succeed. But don’t go willy-nilly spending half your day on LinkedIn. It’s a waste of time. Create a defined experiment with a hypothesis to test against, measure it, and see if you can get better at what matters by doing something different.
If you can combine those two things, you can potentially improve your performance in two weeks.
You can connect with Mark on LinkedIn, where he’s fairly active. He doesn’t do Twitter, Facebook, or other social media. You can also connect with him at outreach.io to book a demo and experience world-class inbound lead handling. Within two minutes you get a personalized email from a rep, and within 15 minutes, large companies get a phone call from a rep.
If you haven’t connected with me on LinkedIn already, do that at Donald C. Kelly and watch the things I’m sharing there.
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This is the last of the three-part series of Sales Healthy in getting started with this upcoming new year, 2015, as we talk about things we can do to get started and to see some success, goals and visions we can implement.
Just a quick recap, in our first episode, we talked about just getting started. The second episode talked about FOCUS and setting incremental goals.
Now the third part is all about:
Results will come over time after doing the proper thing over and over and over again.
But before anything else, I want you to know that this marks our 100th episode. We’ve been around for one full year. Woohoo! We’ve had awesome guests on the show and we’ve gained a lot of great connection with you so THANK YOU!
Now going back to the third part of the Sales Healthy series…
Full disclosure here >> Once when I started running, I was looking for results the minute I got done. Sounds stupid, I know. But a lot of us actually do that, don’t we?
We try to find instant results or instant gratification immediately. We want to see immediate results. We want to see changes at that very instant. Duh! Of course not. You won’t see any difference right away.
Generally, you won’t see big results after running just one day. Results come over time after doing the activity over and over and over again.
My wife and I went through a beach body workout which is a 21-day fix. Super grueling! We made a plan to get started. (We procrastinated for some time there but we finally got it started.) We focused. (I tried to bite off way more than I could chew and wanted to go overboard on these exercises.) But the most important thing I realized is that results come over time of doing the proper things over and over and over again.
After 21 days, we really saw a difference. I started seeing results. I was getting leaner. I was following the workout plan and the eating plan. And things were just awesome. But it came over time.
The same goes with SALES.
Implement the sales principles you learned over and over and over again.
With sales, you set goals. And you have all these resources in line which you think are going to help you out achieve your goals. And so you think you’re carrying a silver bullet with you. But it’s not the silver bullet that’s going to solve your problem right away, but it’s the practice of those right principles and all the things you learned from this podcast or the books that you read or people you interact with or with other colleagues.
Over time, keep on doing the right thing and you’re going to see the right and amazing results!
The top performers do it over and over and over again.
People I’ve worked with who are top performers, they do something so well and they do it over and over and over again. They are not just winging it. They are practicing things off scene and backstage. They’re prepping up and doing their activities and making their calls, whatever is necessary.
The more you do the right things, the more you see the right results. And the same applies to your business and your pipeline. You must apply things you learn.
My biggest question is: WHAT are you doing to follow through?
Sure you love a certain episode of my podcast, but if I were to follow up that with a question, what are you going to do to apply it?
So, apply it.
Be consistent at doing that.
Go forward and set up those plans.
My biggest key takeaways from this three-part Sales Healthy series:
Get started on whatever you have planned. Whatever goals you have for 2015, just set the plan. Get it written out. Get started. Then, focus.
Focus on that goal, vision, plan or map. Set your incremental goals. Set strategic, realistic ways that you can accomplish those goals.
It takes time. Don’t get down if you don’t see results right away. Keep working at it. It takes that proper activity over and over and over again.
Start this year with a bang! Start going forward. Don’t stop. You got 365 days that you need to push forward through. Work every single day and keep going. Great things can happen for you. Great things will happen for you!
It’s the fundamental and basic principles that generally drive results. People overlook them because they’re too basic. But follow and go through doing the basics and you will see amazing results.