When selling, we want to talk to the decision-makers but how do you reach them in order to qualify them as a prospect? Let’s talk about that in this episode.
Erik Kostelnik is the CEO of Postal.io, a sales marketing engagement platform that generates leads, increases sales, and improves customer retention by optimizing offline engagement and interactions.
Challenges in reaching out to decision-makers
There have always been obstacles in selling; however, in the last 20 years, it has gotten a lot noisier due to sales and marketing automation. As a result, it has become more difficult to grab the attention of potential clients. People are just overrun by messages and have become desensitized. You need to be different if you want to interrupt this massive flow of data to the decision-makers.
How to reach decision-makers
Historically we have operated on “five touches” to get to a yes or a no response. Operating within these parameters, sales reps standardized the workflow with these five touches in mind. The number of touches has increased, however, due to the volume of people trying to do the same things. It’s become even harder to get a hold of decision-makers.
The solution is to go back to personalization. Remove formatted emails from your own sequences and use persona-based selling emails. Sequence your outreaches using social media platforms, emails, and phone call pitches. You can use these steps:
- Send an email with a gift, like an ebook.
- Reach out through LinkedIn.
- Make a personal phone call.
- Email them.
- Repeat this process three times.
With this process, you can reach decision-makers, even offline.
During this process, sharpen your sales sword and differentiate yourself from the competitors.
“How to Reach Decision-Makers When Selling to Enterprises” episode resources
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