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Anna Talerico, Beacon 9, Donald Kelly, Hiring

TSE 874: Sales From The Street: “Growing Account Executives”

Anna Talerico, Sales From The Street, Growing Account ExecutivesWhen Anna Talerico needed account execs, she discovered the hard way that growing account executives is much easier than finding them. Prior to the discovery, she spent a lot of time recruiting AEs without a lot of success. She kept hiring the wrong people.

On today’s episode of Sales From the Street, Anna Talerico tells us how growing account executives breeds more success for companies that do it well.

Anna co-founded Beacon9 to help SaaS companies grow faster and more efficiently. She shares her experience today so that we don’t have to reinvent the wheel; we can learn from her experience and apply what she learned to our own situations.

Find the right people.

In the beginning, Anna said she wasn’t as strategic as she could have been. She hired SDRs but discovered they were never going to become AEs. Some weren’t good fits for the company. Some just didn’t have the right skillset to become AEs.

She realized she had to find people who would be ready to be AEs within a year. Anna also recognized that they needed a specific kind of person.

The difference was night and day when she shifted her recruiting efforts.

Within a couple of months, she could see that her SDRs were developing. It wasn’t going to take two years for them to move into the new role; they were getting there much more quickly.

Breed more success.

When she focused on hiring entry-level people or people with some experience who were interested in sales, Anna found that there were plenty of diamonds-in-the-rough available.

Though it took a couple of years to implement the process, she found that they were successful where they hadn’t been before. She found people who weren’t ready to be AEs, but who had the skillset to learn the job.

The company found success and hit their quotas.

Then she discovered that her success bred more success because as she was recruiting new SDRs, she could demonstrate a path of mobility.

She took a holistic approach to the process, and it all came together. Anna called it rewarding to watch a program that they incubated produce effective AEs.

Have a process.

The biggest hurdle in sales recruiting is developing a repeatable process. Before you recruit, you must determine who is likely to be successful.

  • What are the characteristics you’re looking for?
  • What background would you like recruits to have?

Judge every candidate through the same lens so that everyone is viewed and measured the same way.

You cannot use an ad hoc approach. You have to know what skillset you’re looking for and be rigorous in following it.

“Growing Account Executives” episode resources

Connect with Anna Talerico at beacon9.com, or on Twitter @annatalerico.

Check out the Video Jungle podcast, which teaches you how to utilize video to stand out from your competition. Plan, create and share your way to better content and strategy. You are a brand, and video can help you set yourself apart.

Our friends at Wiley have provided a free excerpt of the book Stop Selling & Start Leading. Based on research and interviews with buyers, the book provides a blueprint for sales professionals. Read an excerpt of the book here.

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Audio provided by Free SFX and Bensound.

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Alex Berman, Donald Kelly, The Sales Evangelist, Sales Funnel

TSE 503: How Alex Berman Did $50million+ In Leads Generation

Alex Berman, Donald Kelly, The Sales Evangelist, Sales Funnel What if you could generate over $50 million in sales lead? Well, my guest today, Alex Berman, has done that. Hopefully you can apply the strategies he’s sharing with us today so you can see the same success that he’s had.

Lead generation is one of the most important things in sales. You’ve got to have a way to generate new opportunities to keep your pipeline running.

Alex Berman is the founder of Experiment 27, a marketing company for mobile app development and design companies. They basically grew the company from nothing to over $400,000 in annual revenue in just 45 days through almost all cold emails.

Here are the highlights of my conversation with Alex:

Cold emails done wrong: People simply try it.

The best way to learn Facebook ads is to spend $10,000 a month over 3 months with an expert. The same with cold email, be willing to go out there and send hundreds and thousands of emails to learn from each and get better.

The pitch in your first 200-300 emails would probably be unappealing. People won’t want to read it because it’s most likely all about you.

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Best strategies for getting email addresses and writing cold emails:

  1. Identify your target market.

Know who your customer is and more importantly, know where you can find a database of these people.

  1. Identify a place where you can go find them (ex. AngelList, lists and directories)
  2. Search for the email addresses.

Once you have their name and domain, look up their email addresses at certain free sites such as Thrust and EmailHunter.co.

  1. Create a contact database.

List down in each column, the company name, channel (place where you found them), and remarks (existing project or something you’re impressed about)

  1. Customize your email.

Make your email personal and start it by telling something positive about them.

  1. Provide them with free ideas.

First, know the things they’re struggling with and then share some ideas that can add value to them. Say something that they haven’t considered before. What can you say that will differentiate you from the others?

  1. Send as many emails as you possibly can.

Write each one by hand and imagine you’re at a networking event. As you write the same email over and over again, actively tweak them in a way that sounds personal. Whichever customized email that you get a response from, start making it as your email script.

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Strategies for tracking metrics:

  1. Number of emails/calls sent
  2. Meeting Booked rate

How many emails turn into leads? This is the goal of the email. If the prospect asks you to follow up in three months, for instance, use a followup automation tool such as Yesware that allows you to write emails ahead of time.

  1. Deals closed

How to make a cold call that doesn’t sound scripted:

Memorize your script.

Say it over and over again until you memorize it.

You will understand the content enough that you can add your personality to it naturally.

Strategies that generate an X amount of customers:

At Experiment 27, their highest performing lead generation channels are:

  1. Cold email
  2. YouTube channel

Create content that brings value to the table. What Alex personally did was make three videos per week focused on giving value and he emailed them out to people. Then he began getting private messages on LinkedIn that turned into clients.

Alex’s Major Takeaway:

If you haven’t done cold emailing, sit down for 30 minutes, identify a couple of people then write cold emails. Second, try making a YouTube video. Sit down for 5 minutes today and write down 2-3 most common questions that you get asked on sales calls. Record it with your phone and post it on YouTube.

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Episode Resources:

Get to know more about Alex Berman and get free content on www.B2BSalesTraining.org and check out www.Experiment27.com.

Thrust

EmailHunter.co

Yesware

Tired of giving boring proposal? Check out PandaDoc. Create electronic proposals to your prospects that they can sign and send back right away. To get a quick demonstration and a free trial, go to www.thesalesevangelist.com/panda

Donald Kelly, PandaDoc

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