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TSE 1189: How to Nurture No into YES

TSE 1190 How to Nurture “No” Into “Yes”

A good salesperson knows how to nurture “No” into “Yes”. Hearing No in the sales world is common regardless of what you sell or to whom you’re selling to. When you hear a no, you can’t just back down and give up. You need to get back on track and fix it. 

Craig Klein is based in Houston and he works in the energy business. He used to make deals with large oil companies and the deals would take a year or more to close. With that period of time and the level of complexity of every sale, he sought help from others. 

He began Sales Nexus to address that inefficiency. Today, his company helps other businesses to grow and aims to help everyone in the community give their fair share of making their community a better place to live. 

No is difficult to hear 

Craig was trained by Dave Blanchard for awhile. Dave does executive training and he talks a lot about our need to be right. Humans as we are, once the idea is planted in our head and we start dreaming about it, the idea becomes real. If that idea is taken away, we end up getting hurt. 

It is the same with sales. We meet our clients with big plans for closing the deal but when we turn up, we are told no and that hurts. There’s a lot of burnout in the sales position because sales reps tend to make many phone calls and end up getting No. The thing about it is that when we hear No, we tend to take a step back and sometimes, we don’t ever make a step forward again. 

Nurture “No” into “Yes”

Salespeople need to learn to be a bit aware of themselves and to focus on the customers’ needs, not on what they need. It’s also important to realize that sometimes, the prospects say “No” not because they don’t want to do business with you. They may be tied to a contract to your competitor or now may not be a good time. 

The primary way to nurture “No” into “Yes” is to have a sales strategy that makes you stay engaged with the prospects and build relationships over time. #Relationships

It’s not efficient to just focus on who you can close this month, it’s also about focusing on the people you can close deals with in due time. 

Stay in touch 

For every No you get, you make sure to take their name, their email address, their phone number, and keep it somewhere safe. You always have to write down everything you have learned from this customer including their budget cycle and their needs. Then, you create a system that allows you to keep connecting with time and getting them engaged. Check them out every once in a while and ask them how they’re doing. Let them know that you’re there. 

Meanwhile, you can find somebody else who is ready right now. Just keep nurturing and keep moving forward. 

Change your mindset that you will close every deal you have because that won’t happen. Instead, think of every appointment as a way of establishing a relationship based on trust. Resonate to them that you came not just to close but to understand what their needs are. 

Salespeople are like doctors. Physicians don’t sell their service in a way that’s too in your face. They diagnose their patients and examine what is something wrong with them. They then show you the patients how they can help with the problem. 

The same is true for salespeople. We examine their problem and we show them how we can help. You don’t sell the product the moment you meet them. You warm them up and figure out what they need first before presenting your options. 

The automated email drip campaign 

Craig’s Sales Nexus Platform uses an automated email drip campaign in order to stay in touch with their potential customers. They take every lead and put it into their system and into an automated email drip campaign. The potential clients don’t just get generic emails, they get personalized email depending on what they need. 

When the time is right for them, they’d click on the link to their site and they’ll be notified by it. This is their time to give them a call and ask them if anything has changed. 

One of Craig’s clients used the auto-drip campaign and things have been better for them now. They used to have sales reps call chiropractors all day long but these professionals are busy and they don’t look at their phones most times of the day. Then they started putting the chiropractors’ name on the system, they searched for their needs, and on the things they focus on.

They are then placed on their appropriate auto-drip where they get emails that are relevant to their needs. When they interact with the emails, the company is being notified and they get to start pitching again. The auto-drip system allows them to build relationships with prospects without compromising their sales rep’s manpower. 

There other ways to do it. Some are using the typical marketing system and sends out weekly or monthly emails to their list. Others also hire someone whose job is to focus on making mails and sending them out. 

“How to Nurture “No” Into “Yes”  episode resources 

Reach out to Craig Klein by visiting his website. Check out the site to get downloadable PDFs on how you can organize your customer list to send the right emails to the right people. 

Wanting to learn and hear more about sales? Don’t hesitate and connect with Donal via LinkedIn, Instagram, Twitter, and Facebook

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Donald Kelly, Gmail, The Sales Evangelist, Email

TSE 1142: 5 Reasons Gmail Is The Best Email Tool For Sellers

 

Donald Kelly, Gmail, The Sales Evangelist, Email

Many of us start our day with emails, so knowing that The Sales Evangelist team has outlined 5 reasons why Gmail is the best email tool for sellers. 

Multiple functions 

Google’s Gmail Suite is an incredible tool for companies due to its many functions. For The Sales Evangelist, we use domains. I personally have Donald as my domain and this is connected to my Gmail business suite. Every email that I receive goes through my domain and into my Gmail inbox. 

Aside from that, it is also easy to set up. There are plenty of videos on YouTube that you can check for instructions. You can also hit Google and read about how to sign up for the suite. 

Integration 

A lot of platforms have integration but for me, Gmail beats them all. While Outlook has 365, it seems clunky and the apps are difficult to integrate. The same couldn’t be said with the Google-owned Gmail. Google is the top-dog in the industry and has a massive number of users. With that many people using Gmail accounts, it became necessary for developers to find ways to integrate their apps and tools into Gmail. 

I use Calendly, a tool that integrates seamlessly into Gmail. Other apps like Hubspot and LinkedIn Sales Navigator connect to Gmail as well. These tools and plugins make full use of Gmail’s integration capabilities. 

Templates

Google has what they call canned responses and these are found in the settings of Gmail. Look for the settings, and click on advanced. This option explains what canned responses are and provides instructions on how you can create templates for common messages that you send. You then click enable and save the changes. 

For a sales rep who’s always out there sending intro emails, follow-up emails, and other responses, this canned response is a good thing. Although you need to personalize it, you will not need to write the whole thing over and over again when you’re using the template. You can just tweak it. 

You can make templates for commonly asked questions that you get. Even better, you can just type out the common responses to these questions and make it into a canned email. Now, that’s your template. You can learn more about this in Episode 11 of The Sales Evangelist. You can also connect with us on YouTube for more videos.

Mail scheduler

The third reason Gmail is the best for sales reps is its ability to schedule emails. The great thing about this is it’s free. I used Boomerang and Hubspot in the past but now, I just go to my Gmail account and click compose at the bottom. 

You’ll see that arrow next to the send button; you click on that and you can then easily schedule your mail. This feature is helpful for busy people and busy prospects as well. 

Sometimes we are inundated with so much on a day-to-day basis that we take the work home. The same can be said with business owners, VPs, executives, or mid-level managers. They are so busy and they can’t respond to mail throughout the day. This is where scheduled mail comes in.

Email callbacks 

Outlook and other providers offer email callback as well, and it’s very useful in case you make mistakes in sending out your mail. 

Say that when you used your canned response you weren’t able to personalize it enough and ended up putting the wrong person’s name. This isn’t a good thing, so you need to unsend it. You can do so with Gmail. 

Go to the top right corner, click settings, click on general, and look for the undo send. You can send cancellations up to different time periods. You can keep the email longer to give you more time to recognize your mistakes, edit them out, save, and send. 

Shortcuts 

Here’s the fifth reason: shortcuts. It’s also an easy one and you can find it on the cog and click advance. You can create your custom keyboard shortcuts once it’s enabled and saved. Google has default shortcuts you can use or you can utilize the shortcut feature and make your own. 

As a busy sales rep, you can just hit C and you’d be able to compose an email or reply to an email, or hit A and reply to a particular mail. There are several other shortcuts that you can use to save your precious time. You can check out Episode 1137 of The Sales Evangelist for more information about this feature. 

I like Gmail because of its integration, the ability to create templates, the scheduled responses, the email callbacks, and the shortcuts. 

“5 Reasons Gmail Is The Best Email Tool For Sellers” episode resources

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This episode is brought to you in part by TSE Certified Sales Training Program, designed to help sales reps and sales team on how to improve their skills in finding the right customers, the activities and strategies that work, and how to ask the right questions to build a strong value and close business deals. 

To see how helpful it can be, simply go to thesalesvengelist.com/freecourse to get the first two modules for free. Take a bite and have a feel of the course. 

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Cold Calling, Social Selling, Aaron Abodeely

TSE 1134: From The Street: “Why, Even With Social Selling, Cold Calling is NOT Dead”

Cold Calling, Social Selling, Aaron AbodeelyTime often brings a great deal of change, and some ideas don’t survive the passage of time; though there are people who don’t believe it’s true, even with social selling, cold calling is not dead.  

Aaron Abodeely has a passion for helping sales reps and small business owners distribute their messages, and he noticed along the way that the industry was lagging behind in digital trends like social selling. Evolution is hard because we get into a bubble and a routine of doing things a certain way. We build processes around certain tasks but unless we’re out in the space learning from other people, we can’t learn how to evolve. 

Cold calling

Typically, cold calling involves calling, emailing, or nurturing leads that are cold outreach, meaning that these contacts haven’t had much, if any, contact with our business or our value proposition. You’re going in cold. We often have sales development reps in enterprise IT designated to contact these leads. 

Email came on the scene in the early 1990s, and it joined the landscape of cold calling and door-to-door selling and networking events. 

When social selling came on the scene, we learned that we needed to connect with specific contacts within specific organizations. We needed to find those people on social media and engage with them. Some of those connections would be senior connections while others would be peer-to-peer.

Social selling is the back end of social engagement, which is simply making friends and introducing ourselves to people in the space. It’s exhibiting genuine curiosity. The selling comes much later, which is why companies often struggle with this concept. 

Relevant and tailored

I reached out to Aaron on Instagram, but he noted that he isn’t particularly active there, as Linked In is his preferred method of contact. I sent him a message that I loved his content and loved what he was doing and I invited him to have a conversation with me. He explained that my invitation caught him off guard because I used specific details to affirm his work and explain the relevance of our messages. 

I sent him an audio message that was tailored to him, but it didn’t seek to sell him anything. We can’t pitch people right out of the gate because they don’t even know us yet. 

Although it makes sense that you meet someone, pitch to them, and then they buy, the truth is that if everyone in sales uses this same technique, no one will stand out. 

Social media

Many people believe that because we’re in the age of social selling, it’s foolish to invest in cold calling, but Aaron is on a mission to revive the concept. When he was an inside sales manager at his last company, he wasn’t doing much cold calling, but now, in his role as a consultant for clients, he’s effectively using email and cold calling to connect with an audience. 

He was trying to drive attendance to an event earlier this year, and many of those who took part said they discovered the information via email or LinkedIn or Twitter. Because he connected with them on social media, when he contacted them via email, they remembered him. 

The point is that we shouldn’t rely solely on any single method of outreach. It’s the mix of approaches that helps sellers get in front of the audience. 

Psychological wins

When we discover that a contact is excited to talk to us because we’ve made connections with him, that’s a psychological win. Instead of cold calling, it becomes warm calling because we’ve used advanced strategies to warm that conversation. 

By warming them up via social media and sharing relevant content, you’re engaging your audience. That way, when you do call, your name is familiar to them. 

There are automated ways to spam people on social media but consider the cost of a lead in your industry. The industry average for a trade show is $800 but for social media, it’s like $300. Do your own research, but considering that it takes only a few hours of your time to get in front of someone who might take an interest in your product, that’s big. 

Measure results

The challenge for executives and sales managers is that they don’t know how to measure these results. As a result, people spam on social media because they think they don’t have time to nurture this person. 

Many reps, in an attempt to save their jobs and meet their metrics, schedule a bunch of spam so they can reflect their efforts. 

Part of the argument for why cold calling and email aren’t dead is the reality that if we spend 80 percent of our time on cold calling and email and we hit our targets, we’re coming pretty close. 

Track how much time you’re spending on these ventures and then track your success rates from those efforts. As you begin to see success from these efforts, you can increase the amount of time you invest in them.

Making time

It can be difficult to make time for this kind of outreach, but consider investing an hour over breakfast or in the afternoon with a beer. Connect with 20 of your key buyers together and practice developing messaging that encourages relationships. Convey that your prospect is doing interesting stuff and you’d like to engage with him. 

A lot of companies are forward-leaning in this area because their buyers are people who are very active on social media. 

Driving engagement

Aaron recently had eight days to drive attendance to a technical workshop. He started by taking over the presenter’s LinkedIn profile and creating explainer videos of him sharing why folks might want to attend this event.

They deployed the video on LinkedIn and also one-on-one to specific people who might find the information relevant. They also employed cold calling as a follow up to LinkedIn and email messages. 

You can be aggressive with it but you must think long-term about the results.

Some type of two-way engagement is very good. For example, you’ve liked their post or left a comment and they responded. That’s a good sign and a healthy indicator. You can also send a thoughtful connection request. You simply have to adjust to who your buyer is. 

Make videos or launch a blog where you share thoughts about the industry.  

2-way dialogue

Begin by learning the language of the industry you’re pursuing. Go to technical meetups and learn to use the language your prospects use. 

Read magazines. Use meetups or YouTube. You may sound dumb trying to talk the way buyers talk, but it isn’t a sleazy thing. It’s your attempt at learning to communicate the way they do. Imagine going to a foreign country where people speak a different language. You may sound clumsy but you’re attempting to speak their language. 

It’s human nature to modulate how you speak to people. 

Some executives are scared to create content or speak broadly into the space, so start small.

Seek help

If you’re apprehensive about this, take screenshots and find time to sit with your sales leaders. Show this stuff to them in a one-on-one meeting. Demonstrate how you can get in front of C-level buyers. Make sure you’re hitting your baseline goals with calls and emails in order to get the leadership to adopt these concepts. 

“Cold Calling is NOT Dead” episode resources

Check out the Outcome Studio Podcast where Aaron interviews people who are sales and marketing experts or who just have cool stories to tell. Connect with him on LinkedIn or Instagram

Connect with me at donald@thesalesevangelist.com.

Try the first module of the TSE Certified Sales Training Program for free.

This episode is brought to you by the TSE Certified Sales Training Program. I developed this training course because I struggled early on as a seller. Once I had the chance to go through my own training, I noticed a hockey-stick improvement in my performance.

TSE Certified Sales Training Program can help you out of your slump. If you gave a lot of great presentations and did a lot of hard work, only to watch your prospects choose to work with your competitors, we can help you fix that. 

Tools for sellers

This episode is also brought to you in part by mailtag.io, a Chrome browser extension for Gmail that allows you to track and schedule your emails. It’s super easy, it’s helpful, and I recommend that you try it out. You’ll receive real-time alerts anyone opens an email or clicks a link.

Mailtag.io allows you to see around the corners. You can see when people open your email, or when they click on the link you sent. Mailtag.io will give you half-off your subscription for life when you use the Promo Code: Donald at check out.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode. Share it with your friends who would benefit from learning more.

Audio provided by Free SFX and Bensound.

 

Sales Tools, The Sales Evangelist Podcast

TSE 1127: Sales Tools Can’t Replace You!

Sales Tools, The Sales Evangelist PodcastSometimes sellers trust too much of our sales process to autopilot, and we lose sight of the fact that even the best sales tools can’t replace you

We get distracted from the things that matter most and we miss out on opportunities or ruin relationships because we forget the importance of the most important component of the sales process. 

Sales tools

Sales tools help us promote or sell a product. They could include CRM, which helps us sell by allowing us to track information. These tools may help us understand more about the prospects who are working in the organizations we’re pursuing. 

Tools might include your email account, your LinkedIn Sales Navigator account, your BombBomb account, your cell phone, or your Hubspot tools. There are countless tools you can take advantage of that will help you promote or sell your products more effectively. 

Sometimes I rely so heavily on those tools that I effectively take myself out of the cockpit. I’m unable to guide the sales process because I’ve trusted my tools to automate it. 

Where to automate 

Automation without oversight can leave room for errors.

While it’s good to use tools like prospect.io to automate your outreach, the problem emerges when we fail to personalize the process. If we set up generic emails and then blast them to hundreds of different people, you won’t get the results you’re seeking. People can immediately sniff out bulk outreach. 

If you rely entirely on automation, you’ll discover that very few people read your emails and even fewer respond. You may even discover that some unsubscribe from your communications. 

On the other hand, if you use merge tags to personalize your messages and you focus on a specific industry and you address a specific problem that this industry faces, you can create a message that speaks directly to that industry. 

Reaching out 

While I’m emailing these prospects, I’ll also reach out to them on LinkedIn via an invite, and I’ll comment on some of their relevant content. I’ll also use personal phone calls as well as text messages or possibly even Twitter. 

I interact in different locations. I’m present and I’m monitoring the interaction.

Unlike the generic situation which was devoid of my personal involvement, this option leaves room for my own personality. The prospects have a chance to interact with me in different settings because I’m actively involved. I’m present, and I’m overseeing the process.

People want to be treated personally. 

Don’t lose focus on the human side of your connections. Make sure to differentiate yourself from the competition. 

“Sales Tools Can’t Replace You” episode resources

You’re a savvy salesperson who wants to learn and grow. Check out Audible for thousands of titles, plus a free 30-day trial and a free book. 

If you haven’t connected with me on LinkedIn already, do that at Donald C. Kelly and watch the things I’m sharing there. I’m fairly easy to connect with. Just comment on something about my podcast. Send me an email.

You’ve heard us talk about the TSE Certified Sales Training Program, and we’re offering the first module free as a gift to you. Preview it. Check it out. If it makes sense for you to join, you can be part of our upcoming semester. You can take it on your own or as part of the semester group.

If you and your team are interested in learning more, we’d love to have you join us. Call (561) 578-1729 to speak directly to me or one of our team members about the program.

This episode is also brought to you in part by mailtag.io, a Chrome browser extension for Gmail that allows you to track and schedule your emails. You’ll receive real-time alerts anyone opens an email or clicks a link.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility. When you share your experiences with the show, others will read the reviews and give us a listen.

I truly appreciate you and appreciate your reviews and your subscription, and your willingness to tell your friends and anyone you know that’s in sales about the podcast.

Audio provided by Free SFX and Bensound.

 

Wes Schaeffer, Sales Outreach, Sales Whisper

TSE 1124: Sales From The Street: “The Fundamentals of Sales Outreach”

Wes Schaeffer, Sales Outreach, Sales WhisperMany sellers have a tough time with outbound sales, so we’re spending the month of June focused on the topic, and today we’re specifically addressing the fundamentals of sales outreach.

Wes Schaeffer entered sales in 1997, covering stocks, bonds, retail, real estate, and high tech. He decided that, since sales was crazy and uncertain, he’d bet on himself. He laid the foundation for The Sales Whisperer, where he helps people with sales training.

Outbound struggles

Too many sellers mistakenly believe that outbound is dead. That cold calling and email are dead. The truth is you simply have to do a little bit of homework.

Some people would say that because everybody drinks water, if you sell water, everyone is your prospect. But some people are content drinking water out of a hose. Not everyone will spend money on your stuff.

Client selection is important. You have to figure out who’s going to buy your stuff and who isn’t.

The number of people who are ready, willing, and able to buy what you sell right now is in the single digits. If, for example, you just bought four brand new tires for your car, it doesn’t matter that you’re having a 50-percent-off sale.

Follow a script

Now that you know who you’re going after, what will you say? Will you fall into the trap of not following a script because it feels unnatural?

The Rock has made over $60 million a year by regurgitating scripts. He makes it his own and he makes it believable. The truth for all of us is that we’re living on a script.

I once talked in a presentation about seeing the band Chicago and about the fact that they play the same 20 songs in the same order at every single show. What would happen if they decided to just wing it every now and then?

That’s not what professionals do. Professionals practice things until they can’t get them wrong. You could wake them out of a stupor, hand them a guitar or keyboard, and they could play any song perfectly.

Practicing skills

Look at Tom Brady or Lebron James or Tiger Woods. I guarantee you they are still practicing. Are you willing to practice the little bitty things? How do you open? What do you say? How do you title your emails? How do you build interest?

If you sound like everybody else, I’m going to treat you like everybody else. The only way I can differentiate between you and everyone else that sounds like you is on price.

Think of the phone calls you get from an autodialer. They’re nice because they streamline things, but when people hear the long pause while it’s connecting to the first available person, they are completely uninterested. Then they mispronounce your name and you’re done.

Diagnose the problem

Wes recommends at least five emails in any outbound process. He also pointed out the distinction between frequently-asked questions and “should ask” questions. FAQs can be written out and sent in an email. The “should ask” questions allow you to differentiate yourself. These are the things the prospect doesn’t know.  

Understand your product and the situation of your prospects well enough to know what issues might arise. Our goal in prospecting is to ask a question that our prospect can’t answer.

Doctors do the same, and it’s why we trust them. When they take the time to diagnose the problem, we trust their prescription.

Ask questions

  • How are you generating leads?
  • What trends are you seeing?
  • Is it becoming more expensive to run ads?
  • How is your team performing?
  • Do you experience ups and downs?

Spend some time on your “should ask” questions.

We’re all too close to our own offerings. There’s an adage that says you can’t read the label from inside the bottle.

Outreaching sequences

Timing matters in outreach, and that’s why you need multimedia multi-step followup sequences. You need a success story about a prospect in your niche. You need a case study or a video testimonial. And then you’re off and running.

Dripping a prospect is a little like dating. When you continue coming back to your prospects, they eventually decide that there must be something good about your offering.

You have your target market or your dream 100. It’s worth persisting because, eventually, something is going to happen: a machine will break or the competition will miss a delivery. Maybe an employee will quit or they will have their own quality issues.

Start early, stay late

Remember that whatever you can measure you can improve.

Jeffrey Gitomer speaks about gold calling because he says there isn’t such thing as pure cold calling in B2B. You’re most likely to reach people by phone. You can do direct mail and other things, and they may work.

Executives and decision-makers get to the office early and they stay late. Since I’m a west coast guy, I start calling the east coast about 2 p.m. when the assistants and receptionists have gone home. Same with the lunch hour. The hourly people take their breaks while the boss keeps working.

Be strategic about your calls. Use LinkedIn to find information about your prospects. Where did they go to school? Do they have a recent article? The research demonstrates that you did your homework. It differentiates you from your competition.

Little things add up. Trust the process and have a process.

“The Fundamentals of Sales Outreach” episode resources

Connect with Wes at thesaleswhisperer.com. You can find his social media links and his phone number there.

Connect with me at donald@thesalesevangelist.com.

Try the first module of the TSE Certified Sales Training Program for free.

This episode is brought to you by the TSE Certified Sales Training Program. I developed this training course because I struggled early on as a seller. Once I had the chance to go through my own training, I noticed a hockey-stick improvement in my performance.

TSE Certified Sales Training Program can help you out of your slump. If you gave a lot of great presentations and did a lot of hard work, only to watch your prospects choose to work with your competitors, we can help you fix that. 

Tools for sellers

This episode is also brought to you in part by mailtag.io, a Chrome browser extension for Gmail that allows you to track and schedule your emails. It’s super easy, it’s helpful, and I recommend that you try it out. You’ll receive real-time alerts anyone opens an email or clicks a link.

Mailtag.io allows you to see around the corners. You can see when people open your email, or when they click on the link you sent. Mailtag.io will give you half-off your subscription for life when you use the Promo Code: Donald at check out.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode. Share it with your friends who would benefit from learning more.

Audio provided by Free SFX and Bensound.

 

Ethan Beute, Bomb Bomb

TSE 1116: How to Produce A 56% Lift In Cold Email Responses With Video vs Plain Text

Ethan Beute, Bomb Bomb

Ethan Beute from BombBomb equates good marketing to selling by teaching, and he explains how you can generate a lift in cold email responses with video.

Cold email response

BombBomb recently conducted a study with a large international tech company that revealed the power that video has in improving cold email responses. The company offers a freemium service but they weren’t sure how to convert the freemium users into revenue opportunities.

The company has teams in countries around the world and they were reaching out to create conversation and generate appointments. They contacted customers who had been using the free service for a while and asked for the opportunity to share some other ways they might be able to help.

BombBomb conducted a pilot program with them that included an AB test of video emails vs. plain text emails. They increased replies from these people by 56 percent. Imagine, then, if you can turn a percentage of those responses into scheduled appointments and then a percentage of those appointments into paid opportunities, that’s a tremendous impact.

BombBomb also found that the video emails created better appointments because the prospects felt as though they knew the seller better, which is a powerful dynamic.

The effort was voluntary, so there was no requirement to send a specific number of videos each day. The company sent about 1,000 videos in a three-and-a-half week period, and the people who sent the most videos were already the highest performers.

Cultural shift

Rollouts like this one represent a cultural shift to your sales team. This isn’t simply a new tool to add to the stack. This video effort allows sellers to communicate more clearly with their prospects and to increase conversion because the interaction takes on a more human characteristic.

If you’re considering deploying video into your team, consider the following:

  • Find people on your team who are already excited by the idea. Roll the video concept out to them and accumulate some early wins.
  • Share what they learned and what you learned with the rest of the team as you roll the concept into the larger group.

Ethan theorizes that the connection between the high performers and the willingness to use video traces back to their constant desire to become better. They likely listen to podcasts or read books. They invest in themselves and are open to new ideas and new practices.

Voicemail with personality

The pilot project involved initial touch emails, so it amounted to basically a voicemail with a face and a voice and a personality. It wasn’t simply an email signature. The sender was no longer faceless but instead became a real human being with real value to offer.

If you find yourself thinking you have far too many leads to manage this kind of outreach, first acknowledge what a great problem that is to have. Recognize that you don’t have to send personal videos. You can send out a triggered video that delivers the third time a user interacts with your product.

By using a trigger-point, you can capitalize on moments in your relationship with a prospect. Even if you don’t greet them by name, you’re acknowledging their presence and valuing their time.

Face-to-Face meeting

There are many elements that make video a winning play for sellers. To start, most sellers are far better in person than in other arenas. Most sales process drive toward a face-to-face meeting whether it’s in person or online.

Human contact is extremely valuable, so you should get face-to-face as early in the process as possible. That allows people to feel as though they know you before they ever meet you. You can save time by skipping the awkward slow-start questions about the weather.

You’ll help put your prospects more at ease.

Hesitation

This style of video works because it’s casual, it’s not scripted or polished, and it’s honest. It isn’t over-produced, but rather it involves just a webcam or a smartphone. You would send it in place of the email you typically send.

Although you can send nicer, more produced videos, that isn’t what we’re discussing. Those videos often feel as though someone is trying to sell you something, because they generally are. It’s a different style of communication.

Ethan hears all the time that the videos that earn the best responses are the simple ones. But as humans, we have a natural fear of rejection. We wonder if the video is good enough. We might even re-record it multiple times, which can lead to us spending 30 minutes to recording a 30-second video.

It’s a waste of time in this scenario because the video doesn’t have to do all the work. It simply has to introduce you and express your sincerity and enthusiasm.

If you find yourself thinking you don’t know what to say, that’s not true. What would you say if you were typing out an email? What would you have said in a voicemail? It can be as simple as creating a habit and developing a process.

Improve your process

Instead of writing three paragraphs to respond to prospects, you can use videos to walk them through mockups or demonstrations. One of our clients uses videos to demonstrate 3D printing without having to send a lot of stuff in the mail. You can save yourself a tremendous amount of time by responding via video and you’ll also come across as more human.

It’s also true that many people are better talking than they are writing. This offers an opportunity to say what’s on your mind without having to compose something.

Video is more fun for a lot of people because it’s more like a conversation. It offers better, warmer replies.

This is about human connection at its most fundamental level. It’s about connecting with people eye-to-eye, face-to-face in digital channels that we rely on every day.

Relationships through video

If you found anything here provocative, this is all rolled out in Ethan’s book, Rehumanize Your Business. We’ll help you with all the nuts and bolts of video communication.

You’re going to hit the send or post button multiple times today. Ask yourself on the next 3-5 sends whether it would be better to send something in person. Much of this is emotional and you can thank a customer or calm a customer down who is concerned or anxious.

Could you say it more clearly if you said it face-to-face?

“Lift In Cold Email Responses With Video” episode resources

You can grab a copy of Ethan’s book, Rehumanize Your Business. Find Ethan on all the social networks and at BombBomb. You can email him at ethan@bombbomb.com.

Connect with me at donald@thesalesevangelist.com.

Try the first module of the TSE Certified Sales Training Program for free.

This episode is brought to you by the TSE Certified Sales Training Program. I developed this training course because I struggled early on as a seller. Once I had the chance to go through my own training, I noticed a hockey-stick improvement in my performance.

TSE Certified Sales Training Program can help you out of your slump. If you gave a lot of great presentations and did a lot of hard work, only to watch your prospects choose to work with your competitors, we can help you fix that. The new semester of TSE Certified Sales Training Program begins in April and it would be an absolute honor to have you join us.

Tools for sellers

This episode is also brought to you in part by mailtag.io, a Chrome browser extension for Gmail that allows you to track and schedule your emails. It’s super easy, it’s helpful, and I recommend that you try it out. You’ll receive real-time alerts anyone opens an email or clicks a link.

Mailtag.io allows you to see around the corners. You can see when people open your email, or when they click on the link you sent. Mailtag.io will give you half-off your subscription for life when you use the Promo Code: Donald at check out.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode. Share it with your friends who would benefit from learning more.

Audio provided by Free SFX and Bensound.

 

Shawn Finder, Donald Kelly, The Sales Evangelist Podcast, Sales Metrics

TSE 1111: What Are Key Metrics to Track In Your Outbound Strategy?

Shawn Finder, Donald Kelly, The Sales Evangelist Podcast, Sales Metrics

We’re talking about key metrics this month, and today Shawn Finder talks about the key metrics to track in your outbound strategy that will help you be successful. 

Shawn was a professional tennis player before he launched into entrepreneurship in the form of Autoklose, a company that automates the top of the sales funnels for sales representatives.    

Cold calling

Shawn divides outbound into three different categories: cold-calling, emailing, and database because your database is the engine that keeps that car moving. You must have at least two of those inside your outbound strategy. 

Within those three categories, you’ll have different metrics. 

Cold calling will include dial-to-connection percentage, dials-to-appointment ratio, dials-to-opportunity, and dials-to-deal. When you’re cold calling, if you’re dialing 100 people but you’re only reaching 5, that isn’t very successful. Maybe you’re dialing 100 and reaching 10 knowing that 3 of those will turn into prospects and one of those will close. 

If you don’t know those analytics, you’re going to fail because the analytics keep you moving forward toward the right strategy. 

Frustration

Beyond simply tracking numbers, metrics can help you avoid frustration as a sales rep. Many sellers get frustrated if they send five emails but the person never responds or if they make 15 calls but never reach anyone. 

If you know that every 50 calls you should be getting three opportunities, you’ll benchmark your success to those numbers. 

As an SDR or a sales rep, unless you know your metrics ahead of time, you’re going to get frustrated if you think you’re not getting results. Knowing the analytics before you start will help you approach your calls differently.

Statistics

Shawn has found over time that most people, to include account managers, don’t look enough at the stats. As a result, they don’t know what is good versus what is bad, or what is terrible versus what is great. 

His company lists the weekly, monthly, and quarterly goals for each rep. They track forecast versus actual numbers. The goal is to make sure they know whether they are on par to hit quota, outperform quota, or underperform. 

They use a whiteboard in addition to digital tracking because reps don’t always visit the spreadsheets. When the reps see their names with their metrics on the board every time they walk into the office, it keeps them accountable. It helps them know what they have to do in order to achieve their numbers. 

Important metrics 

The dials-to-appointment ratio is important to Shawn because if he’s paying a dialer, and he knows how much each appointment can be worth, and he knows how many appointments he has to have in order to close a deal, he can then determine the ROI on his expense. 

If he’s spending $4,000 on a dialer and earning $9,000, that $5,000 profit is the biggest ratio for him. 

Email statistics

For email statistics, consider open rates, click rates, and reply rates. 

Open rates rely on your ability to convince someone to open your email. Most people spend a lot of time on the body of the email. Shawn suggests spending more time on the subject line and your first three seconds of the email.

The number one reason is that 72 percent of people are opening emails on mobile phones. They only see your subject line and opening line.  

Make your subject line three to five words, and do not talk about yourself in the first line of the email. If you want a high open rate, have a good subject line.

Keep everything personalized. Try “Hi, first name.” Another one he has used successfully is, “Hey Donald, Let’s Have Coffee?” 

Coffee works well because you’re not selling. It’s more casual.  

Opening lines

Consider what will make your prospects want to open the email you’ve sent. 

  • If I can save your sales team five hours a day in prospecting would you give me 15 minutes?
  • If I could fill your calendar with appointments, would you give me 15 minutes?

Don’t lead with information about you that the reader can find in your signature block. 

Your first email should be a little longer, but the second and third emails should be shorter, no longer than four sentences. If they’re longer, no one is reading them. 

Keep it short and precise. Give value. Share case studies and stories and testimonials. Tell them how you’ll solve their challenges. 

Email success

There’s a difference between click rates and reply rates. When you send emails, have your CTA goal in your head. If your goal is to get a reply, make your reply rate a priority. If your goal is to get a click, then make that your priority. 

Make it very simple for your end user. 

Many people don’t consider database part of the outbound effort but it corresponds well with your email and your phone. If you have inaccurate information in your database, you’ll waste a lot of time. 

For cold calling, if you have the wrong phone numbers, it will hurt your dial-to-deal ratio, as well as your dial-to-connection and your dial-to-appointment.

If your data is wrong, your analytics will be wrong.  

Verify database 

If you want to make sure your emails aren’t bouncing and they aren’t catch all, have your emails verified before you actually do your campaign. Verification can be very cheap, as little as $20 for 1,000. Spend the money so you can focus on the 750 that are valid without wasting your time on the ones that aren’t. 

People change jobs frequently, so do your due diligence and verify the contact info. 

Autoklose validates information real-time as you begin a campaign. The company offers a Chrome plugin that validates everything against LinkedIn to ensure that the person is still in the position.

Having clean data is the engine to any of your outbound strategy campaigns. 

Campaign tips

Determine your metrics before you start your campaign so you have something to benchmark against. Identify the key metrics to track in your outbound strategy.

Also, stop giving up after one to two calls. Recognize that it will take five to six touches. Integrate different strategies like social. Engage with your clients. Build relationships with them. 

 episode resources

You can connect with Shawn via email at Shawn@autoklose.com or on the website, www.autoklose.com.

If you haven’t connected with me on LinkedIn already, do that at Donald C. Kelly and watch the things I’m sharing there.

You’ve heard us talk about the TSE Certified Sales Training Program, and we’re offering the first module free as a gift to you. Preview it. Check it out. If it makes sense for you to join, you can be part of our upcoming semester.

You can take it on your own or as part of the semester group. The program includes 65 videos altogether, and we just completed a beta group that helped us improve the program and maximize the information in it.

If you and your team are interested in learning more, we’d love to have you join us. Call (561)578-1729 to speak directly to me or one of our team members about the program.

This episode is also brought to you in part by mailtag.io, a Chrome browser extension for Gmail that allows you to track and schedule your emails. You’ll receive real-time alerts anyone opens an email or clicks a link.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

Audio provided by Free SFX and Bensound.

Jason Bay, Donald Kelly, The Sales Evangelist Podcast, Video Email, changing the email game

TSE 1089: Sales From The Street – “Changing The Email Game”

 

Jason Bay, Donald Kelly, The Sales Evangelist Podcast, Video Email, changing the email gameI get a lot of requests to appear on The Sales Evangelist, but Jason Bay set himself apart from the crowd by sending a video email and changing the email game.

Jason started his sales career while he was in college, and he and his wife now run a company called Blissful Prospecting, where they remove the stress of prospecting by doing it for their clients.

He quickly discovered that the smaller midsize business was overlooked in the existing offerings, and he wanted to provide a less robust service that still produced the same type of results.

Mom and pop

Jason discovered there weren’t a whole lot of companies that were willing to work with smaller organizations. Those companies that don’t really have any SDRs and maybe they don’t even know the lingo.

Jason wanted to help those business owners who are already multitasking with some of their business development. They don’t have time to list build and personalize emails.

We’ve discovered the same dynamic at The Sales Evangelist. Many of the companies that need help are smaller companies whose sales reps have no training and no real process. The company expects the rep to thrive but they have no basis for it.

It becomes a vicious cycle of reps who wash out or leave to go to another company. The business hires another rep with no real training or process, and the cycle begins again.

Video prospecting

Jason’s company prospects for itself, too, so the company does what it sells. Part of prospecting and selling is explaining to people what you do.

People assume when he refers to video that it’s YouTube and other content creation.

Video prospecting is similar to writing an email. It’s common knowledge now that your emails must be personalized beyond a first name. You must actually include something in the email that’s personal to the reader.

Many people take this approach:

Hey Donald, 

I listened to one of your recent podcasts about this topic and I discovered… (fill in the blank.)

While it’s personalized, it’s a little redundant. We have to work to empathize with the prospect, and they may prove to be a little more difficult for men.

Video allows you to put a face to an email. It allows the recipient to see a human being instead of reading an email, so you’re changing the email game. You can still send an email or a LinkedIn message.

You can’t fake video. Everything in prospecting demands that you do it the right way if you want to succeed. Think about the type and quality of clients you want to attract.

Changing the email game

If you’re engaging in the “murder by numbers approach” of sending 1,000 emails in order to land 5 appointments, think about the quality of customer you’re attracting. It won’t be really good.

If you want to work with a specific group of customers, you must show them that you’re their peer. You aren’t a guy sending tons of spam and praying that it succeeds.

Video takes a little more work, but if it produces more responses, it’s worth the investment of time. I’d rather my sales team spend a few minutes researching and sending out 10 to 15 videos if I’ll get responses from eight of them. They’ll be much richer opportunities.

Your numbers may not be as high with video, but the return will be better. It’s the account-based approach. Instead of getting a big list of people, do research to come up with a list of companies that will be a good fit.

Think of it as going to the gym. If you go to the gym with a plan for the session, you’ll be much more efficient than if you go in and just wing it. Without a plan, you’ll take twice as long and be half as effective.

Do all the prospecting preparation on the front end so that you aren’t spending your time with prospects who aren’t a good fit. Focus your prospecting attention on companies you can actually help and serve.

Video tips

Many people avoid video because they worry about how they’ll appear. You must work around that fear because there isn’t a single scenario where video isn’t a good option.

  1. Make sure to look directly into the camera so the person on the other end feels as though he is actually talking to a person instead of a screen.
  2. Use quality equipment. Most laptops and phones now have quality cameras. Video where you have good light.
  3. Smile. Don’t be so serious. Create the sense that working with you is enjoyable. If you’re at a small company, you’re likely the person that the prospect will be working with. You’re a reflection of the business.
  4. Limit your video to 30 seconds or less.
  5. Prepare bullet points of what you’d like to say. Don’t be too scripted but plan for what you’d like to say.

Your pitch shouldn’t be more than 1-2 sentences.

Connecting with video

Video is easier to consume and it stands out in a crowded email inbox.

You’re not going to sell a prospect over the phone or through email or LinkedIn. Your job is to simply sell them on the appointment.

Your call to action isn’t, “We can help you.” It’s “We help businesses like yours and if you’re having a specific challenge, we might be able to help you too.”

Don’t pretend like you know more than you actually do. And don’t leave your prospect feeling like he has been insulted.

Video options

So many platforms have launched their own video capabilities that it’s difficult to choose one over another. Be conscious of a couple of things, though.

  • Consider tools that flow with the tools you’re already using. If you’re using Hubspot for CRM and they launch a video capability, it makes sense to use that one because they are built to go together.
  • Make sure you can record the screen through video as well as the video of yourself. Make sure you have the flexibility you need.
  • Don’t spend too much money on video capability.

Jason likes Loom and Soapbox right now. Loom is a Google Chrome extension that’s a little clunky but effective. Soapbox has a free version that is very capable and good quality, and its pro version has useful features as well.

AB test everything. Test your specific situation. Before you invest time and energy into video, try sending videos. Measure to see what happens.

Test different areas of the email sequence. Try it at the beginning of the message or maybe at the end to see what works best in terms of changing the email game.

Prioritize your prospecting based on who is the most engaged with the actual outreach. Use the software that shows you who is actually opening your messages and invest your extra effort into those people.

“Changing The Email Game” episode resources

You can connect with Jason at blissfulprospecting.com/Donald where he has put together some basic tools to help you get started in video prospecting. You’ll find a PDF, a script, and the flow for recording that will move you toward changing the email game.

You’ll find lots of good resources on the website as well.

Check out Loom, Soapbox, BombBomb, or Hubspot for video capability that meshes with your existing workflow.

If you haven’t connected with me on LinkedIn already, do that at Donald C. Kelly and watch the things I’m sharing there.

You’ve heard us talk about the TSE Certified Sales Training Program, and we’re offering the first module free as a gift to you. Preview it. Check it out. If it makes sense for you to join, you can be part of our upcoming semester.

You can take it on your own or as part of the semester group. The program includes 65 videos altogether, and we just completed a beta group that helped us improve the program and maximize the information in it.

If you and your team are interested in learning more, we’d love to have you join us. Call (561)578-1729 to speak directly to me or one of our team members about the program.

This episode is also brought to you in part by mailtag.io, a Chrome browser extension for Gmail that allows you to track and schedule your emails. You’ll receive real-time alerts anyone opens an email or clicks a link.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

Audio provided by Free SFX and Bensound.

Email, Prospecting, Value

TSE 1082: Your Emails Give No Value

Email, Prospecting, ValueWhen your prospects find 100 new email messages waiting for them on Monday morning, if your emails give no value, your prospects will never open them.

If there’s nothing in the subject line or the first sentence of the message to grab their attention, your prospects will probably never even open the message. Sellers must give thought to what their first sentence is saying to uncover how their emails are performing.

Preview

Consider your own email inbox.

You’re busy. You don’t have time to read every single email that arrives in your inbox. If you’ve got 100 new messages waiting, you’re not going to read them all. You’ll travel the path of least resistance by eliminating as many as possible.

In the book The Transparency Sale: How Unexpected Honesty and Understanding the Buying Brain Can Transform Your Results, Todd Caponi highlights several things to be aware of when sending emails.

Email content

The subject line is crucial, so your goal is to minimize it as much as possible. Get to the point quickly with as few words as possible.

Make sure the first sentence of your email relates to the subject line and make sure it has nothing to do with you. Avoid statements like “I have something I want to share with you,” or “My company helps clients who…”

Avoid including sentences that, when you think about them, simply aren’t helpful. “I hope this message finds you doing well.” “I hope your quarter is going great.” These are both fillers and they won’t compel anyone to open the email.

If you’re using the same content and the same statements as other sellers, your emails give no value, and no one will open them.

Truth

One of the worst mistakes you can make is using a subject line that has nothing to do with the email content itself.

If you bait your reader in with one idea and then switch ideas within the email, you’ll probably get black-listed. At best, you’ll get sent to the spam folder so you’re toast forever.

Do something totally different. Personalize your message and don’t include a huge pitch in your first email.

Think about it from your buyer’s standpoint. He has countless sellers reaching out to sell him something, and many of them are sharing similar messages. What if your first sentence offered something to help him?

Consider this example from Todd.

He got an email from a seller who recognized that he was a CEO who had to create and give presentations. The seller provided a PowerPoint template he could use to present metrics and then another template he could use to create a sales handbook.

The sender gave no information about himself or his company. The only reference was information in the signature block that Todd could access if he was interested.

Value

Buyers aren’t stupid. If you send a helpful, beneficial email, I’ll like go to your site. Even if I don’t need your product right now, I’ll know where to go in the future.

Give something of value. Provide some education. Think of it from the buyer’s standpoint. Give him something that will help him be more effective and efficient in his role.

When you give value, provide something that will address a problem that your ideal customer struggles with. It doesn’t even have to be something you’re an expert in, and in fact, that sometimes makes it more genuine.

Imagine I sell HR software to HR directors. If you send a document titled 5 Things HR Directors Should Consider When Selecting A Software, he’ll smell the bias from 10 miles away. If I provide something beneficial that isn’t in my wheelhouse, they’ll recognize that I’m not trying to sell something.

The goal is to build interaction by getting him to respond and open a dialog.

Dialog

If the thing you’re sharing will benefit him even if he doesn’t buy your product, go ahead and share that with your prospect. Just don’t make it gimmicky.

Give something that has value and then connect other places like on LinkedIn or over the phone. Many of us are stuck in the mindset that a single email will open the door to a deal.

Focus on the content you’re sharing. Focus on the type of content and how it applies to him as an individual. Then focus on how you can make his life easier.

Create emails that prospects will want to open so you can build meaningful conversations and then ask effective questions. #ColdOutreach

“Your Emails Give No Value” episode resources

Grab a copy of the book The Transparency Sale: How Unexpected Honesty and Understanding the Buying Brain Can Transform Your Results by Todd Caponi.

Try the first module of the TSE Certified Sales Training Program for free.

This episode is brought to you by the TSE Certified Sales Training Program. I developed this training course because I struggled early on as a seller. Once I had the chance to go through my own training, I noticed a hockey-stick improvement in my performance.

TSE Certified Sales Training Program can help you out of your slump.

If you gave a lot of great presentations and did a lot of hard work, only to watch your prospects choose to work with your competitors, we can help you fix that. The new semester of TSE Certified Sales Training Program begins in April and it would be an absolute honor to have you join us.

This episode is also brought to you in part by mailtag.io, a Chrome browser extension for Gmail that allows you to track and schedule your emails. It’s super easy, it’s helpful, and I recommend that you try it out. You’ll receive real-time alerts anyone opens an email or clicks a link.

Mailtag.io allows you to see around the corners. You can see when people open your email, or when they click on the link you sent. Mailtag.io will give you half-off your subscription for life when you use the Promo Code: Donald at check out.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode. Share it with your friends who would benefit from learning more.

Audio provided by Free SFX and Bensound.

Chad Sanderson, Sales Email, Prospecting, Donald Kelly

TSE 1079: Sales From The Street – “Brief Compelling Stories In Sales Emails”

 

Many sellers understand the challenge of using emails to reach out to prospects, but Chad Sanderson tells us that using brief, compelling stories in sales emails can leave a memorable impression on a prospect who is inundated with noise.

Chad has worked as a marketer, seller, sales leader, and entrepreneur, so he understands the perspective of everyone listening to this podcast.

Email issues

Chad points out that most emails suck. We’re all connected to our devices and we’re constantly inundated with impressions through Facebook messages, videos, emails, LinkedIn requests, and even WhatsApp or Snapchat messages.

That doesn’t even include impressions you get while watching television.

The only way to effectively break through the noise is to put yourself in the other person’s shoes. Everything is moving at a ridiculously fast pace, so if you never slow down enough to truly consider the other person, you’ll probably fail to truly connect.

You must connect with people in a way that’s valuable from their perspective.

Onslaught

As if the crowded inboxes aren’t enough, it’s also true that many of the emails people send are just drudgery. Chad points to one company that has been pursuing him for several months, and as he mapped the cadence of the messages, he noted that the messages never included anything from his perspective until about email 14. The messages were always about the company.

He said it happens all the time because sellers don’t realize that approach doesn’t work.

And though he tries to be kind because he works in this world too, he sometimes has to unsubscribe because the messages aren’t valuable.

To make the idea simpler to understand, think about this in the context of your friends. Everybody has at least one friend that will not stop talking about themselves.

Even in a social setting, people will eventually move away from that person. It’s true in sales, too.

People business

We seem to assume that the rules are different in sales. We forget that we’re in the people business and that relationships matter in sales just as they do outside of work.

Sales has always been a discipline. It has always been tough. It has gotten tougher because now everyone can get to everyone else and everyone believes they have something important to say.

Slow down and take a deep breath. Think about your general target audience. Instead of thinking about Donald or Chad, think about reaching out to podcast hosts who focus on B2B revenue generation.

Then you’ll have a little bit of context. You still won’t know those people, but you’ll have a good place to start. But you have to be able to reach out to prospects at scale.

Personalization

Chad read a report last week about a company that ran a test of 7,000 emails, personalizing half of the emails to the challenges the person would face based upon their role. Think industry/company personalization rather than individual personalization.

They found that the open rates were four to five points higher on cold emails that were crafted to highlight challenges the receiver was facing.

Some people argue that isn’t personalization, but what we really need to do is understand the conext these people are working in and then show them something that will tap into their curiosity circuit.

The next level of personalization involves those who responded to the first round of communication.Instead of researching 100 people I only have to research the 10 who indicated interest in my product or service.

Stick to the rule of thumb that you’ll do 15 minutes of research on an industry, 10 minutes of research on a company, and 5 minutes of research on an individual. If you can stick to that and not be distracted by dog videos or Tiger winning the Masters, you’ll be able to effectively personalize your messaging.

Make them curious so that they’ll be waiting for the next email.

Telling stories

Chad related the story of a friend who went into a Men’s Warehouse to get a tux. Then he used the experience to reach out to the CEO of the company to highlight how his company could help fill in some of the organization’s gaps.

Using his own individual experience, he crafted an email that was still only six or seven sentences long so that it fit on a mobile screen.

In a B2C environment, share how that brand made you feel or how an individual made you feel. In a B2B environment, tell a story about how you’ve helped someone whose situation was similar to the person you’re targeting. Explain how you were able to help him turn his situation around and tell him about the results you were able to produce.

Tell him about the person who is like him.

Although you don’t know him yet, you know someone who is like him, so tell him that story.

If you want to understand story structure better, grab a copy of Creativity, Inc, a book about how Pixar creates stories for its movies.

Be human

Very few people can write an email the very first time that communicates well and fits neatly on one mobile screen. You’ll likely need multiple drafts to get it right.

Communicate to your audience that you’re paying attention to them and what they are dealing with. Acknowledge awards they won and acknowledge articles you’ve read about that address a problem they might be having.

Consider Barb Giamanco, who reached out to female chief marketing officers to recruit help with a project. She emailed each of them by acknowledging an award each had received.  Then she asked for their perspective on a project she was working on.

The emails indicated that she was paying attention to the CMOs’ careers. It acknowledged a problem that the CMOs might be having and a desire to address it. It wasn’t until the very end of the email that she even mentioned her own intentions.

Be authentic and genuine.

Realize, too, that once you get an email dialogue started, you have to have the skill set to keep it going.

Think about your prospects as human beings. Slow down and think about your target.

“Brief Compelling Stories In Sales Emails” episode resources

Check out Chad’s podcast B2B Revenue Executive Experience and you can find him on LinkedIn, but you must send a note with your connection request.

You’ve heard us talk about the TSE Certified Sales Training Program, and we’re offering the first module free as a gift to you. Preview it. Check it out. If it makes sense for you to join, you can be part of our upcoming semester in April.

You can take it on your own or as part of the semester group. The program includes 65 videos altogether, and we just completed a beta group that helped us improve the program and maximize the information in it.

If you and your team are interested in learning more, we’d love to have you join us. Call (561)578-1729 to speak directly to me or one of our team members about the program.

This episode is also brought to you in part by mailtag.io, a Chrome browser extension for Gmail that allows you to track and schedule your emails. You’ll receive real-time alerts anyone opens an email or clicks a link.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

Audio provided by Free SFX and Bensound.

Donald Kelly, Customer Experience, Sales, Donald Kelly

TSE 1027: 3 Simple Things You Can Do To Offer Exceptional Customer Experiences

Donald Kelly, Customer Experience, Sales, Donald KellyWhen you’re working to stand out from the pack, there are 3 simple things you can do to offer exceptional customer experiences.

In this day and age, it is easier now that ever before to stand out by offering a great experience because so many others, quite frankly, are not.

We can get almost anything we want quickly and easily. That focus on speed, however, eventually causes the quality of the customer experience to decline. Think about it. So many organizations focus on speed in order to beat their competition or to attain the numbers, that they neglect to put their customers first.

While it is certainly possible to have both, it takes effort.

The bar has been set low today. When we focus on the speed at which we deliver our product or service, or focus only on finding and getting new customers, we neglect the people we already have.  

The bucket analogy

We neglect the people we already have that are easier to sell to … the ones who can give us referrals … the ones we can upsell ….We neglect them and waste our time running back and forth, here and there, instead.

It is the bucket analogy all over again. We work hard to fill our buckets by bringing people in only to have them fall straight out the holes in the bottom. We need to be sure to plug those holes so that our hard work doesn’t drain away.

One of the things we can do to show love and care and respect to our current customers is to woo them, right from the start, with a great experience.

What happens too often is that we knock on doors, blast emails, and get their attention with great marketing messages. We sell them on a dream or a vision, and we deliver our product quickly.

But we neglect to consider our client’s experience.

Exceptional customer experiences

Your client’s name

Dale Carnegie once said that “a person’s name is to him/her, the sweetest and most important sound in any language.” It’s true.  We can be in a large crowd but if someone calls our name, we immediately turn around. We want to know who knows us.

Using your client’s name in conversations creates a more personalized experience. It is as simple as “What can I help you with today, Amanda?” I know for sure, that if you are going to call my company or connect with me, I will respond much better if you use my name.

Be sure to address your client the way he prefers to be addressed. For example, does he sign his emails as ‘Dave’ or ‘David’? If you aren’t sure, just ask. The simple task of asking about something that is important to him shows that you care.  

How your clients make money

If you plan to teach them how to save money, or how to bring in more money, you best know how they already do it.

This is why it is important to study how various industries work and operate. If your client is a nursing home, for example, a simple Google search can help you understand if the client makes more money via patient stays or from insurance payments or Medicare payments.

Having a basic understanding makes the conversation so much easier.

Personalized interactions

Send a thank you note at the very end of your conversation, even if it is the first meeting.

“Dave, it was amazing to connect with you last week” or “I look forward to talking to you again soon, Amanda.” It doesn’t have to be elaborate or lengthy. In fact, what you say in the note isn’t as important as the fact that you took the time to send one.

It is great to send an email as well, but a thank you note demonstrates a higher level of care. It gives an added touch.

Additionally, the thank you note will be delivered 3 or 4 days after your conversation. It serves as a nice reminder of the conversation, and it helps you stand out.

You can also personalize your presentations. Use your client’s logo and tagline in every presentation you make for them. It is another added touch that shows you care and that you are willing to take the extra step. It will help you stand out significantly over your competition.

If you can combine these 3 simple things that offer exceptional customer experience with the delivery of amazing speed, you are going to be totally fine. I’m sure of it.

“Exceptional Customer Experiences” episode resources

This episode is brought to you in part by our TSE Certified Sales Training Program, which teaches you to improve your sales skills, find more customers, build stronger value, and close more deals.

The next semester begins in April.

This episode is also brought to you in part by mailtag.io, a Chrome browser extension for Gmail that allows you to track and schedule your emails. It’s super easy, it’s helpful, and I recommend that you try it out.

You’ll receive real-time alerts anyone opens an email or clicks a link.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode, and share with your friends!

Audio provided by Free SFX and Bensound.

Donald Kelly, Planning, Distractions, Sales Podcast

TSE 977: Stop Unnecessary Distractions

 

Donald Kelly, Planning, Distractions, Sales PodcastMany of the activities in our day don’t actually help us close more deals. We’re busy doing things, but they aren’t moving our deals forward.

Today we’ll talk about the things that distract us as sales reps, and how we can stop unnecessary distractions that are actually hindering our efforts.

Distractions

Email is a necessary part of our sales efforts but spending time cleaning up our email isn’t an effective use of our time.

If this were a football game, you wouldn’t be in the locker room trying to learn plays. Once the game starts, you’ll spend your time trying to advance the ball and score.

So why do we spend our time at work doing things that aren’t conducive to closing deals? [4:30]

Very often, we are hesitant to do the things that we really need to do. We don’t want to make cold calls or try to upsell our existing customers.

Record your activity

Spend an entire week writing down all your activity and the amount of time you spend on it. [5:14]

If you go to the kitchen to get a drink, write it down. If you talk with other team members, write that down and record how long it takes.

Record all of your activities: email, updating CRM, creating proposals and attending meetings. Write down how long you spend on planning and social media.

If you get sidetracked by your cell phone, write it down, and write the time next to it.

As you do this over the course of a week, you’ll begin to see trends in your daily activity.

Analyze your activity

Now look at your activity and figure out which steps actually contribute to your closing deals. [6:46]

Be honest about your activity and look for places that you can use your time better. Could you take a shorter lunch break a couple of days a week to create more time for sales activity?

Score every activity on a scale of 1 to 3: 1’s are things that don’t help you close deals, while 3’s are things that contribute greatly to your closings. You can even use a 1 to 5 scale if that works better for you.

Find the activities that aren’t helping you close deals and pay attention to the amount of time you spend on those activities.

Redirect your time

Once you’ve identified the things that aren’t helping your efforts, figure out how that time spent cleaning out your email can be better used.

Over time, these small amounts of time add up to hours that we could be using to focus on something productive. [9:13] Instead of checking ESPN, I could reach out to a prospect on LinkedIn.

Eliminate tasks that you don’t need to do. Ask for accountability from your manager or your coworkers. Use apps that prevent you from accessing distracting websites.

Intentionally focus on those activities that scored higher on your list. Outsource those activities that bog you down.

Uncomplicate things

Eliminate things that keep you from being the very best seller you can be. [11:41]

  1. Audit your time to see how you’re spending it.
  2. Rate your activities and eliminate unnecessary tasks.
  3. Hyperfocus on the important activities.

This will change your business and your personal life when you implement it.

“Unnecessary Distractions” episode resources

This episode is brought to you in part by prospect.io, a powerful sales automation platform that allows you to build highly personalized, cold email campaigns. To learn more, go to prospect.io/tse. It will help you with your outbound to expand your outreach and it allows you to set it and forget it. Your prospecting will never ever be the same.

We’ll use prospect.io in the upcoming semester of TSE Hustler’s League to focus on prospecting. We’ll give you insights and tools that will help you gain new customers. In addition, we’ll provide training and strategies that you can implement today to ensure constant flow in your pipeline.

Check out our new semester of The Sales Evangelist Hustler’s League. We’re taking applications for the semester beginning in January, and we can only take a limited number of people.

This episode is also brought to you in part by Maximizer CRM, personalized CRM that gives you the confidence to improve your business and increase profits. To get a demonstration of maximizer, go to the sales evangelists.com/maximizer.

Click on the link to get a free demo of what Maximizer CRM can do for you. It integrates your marketing campaign as well as your CRM, and it works whether you’re a small organization or a large one.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode, and share with your friends!

Audio provided by Free SFX and Bensound.

Forster Perelsztejn, Prospect.io, Cold Email, Cold Email Process, Donald Kelly

TSE 961: How Do I Create A Cold Email Outreach Process?

Forster Perelsztejn, Prospect.io, Cold Email, Cold Email Process, Donald Kelly

Processes allow us to work a campaign from end to end. They help us know how to follow up and what to say and how to proceed rather than just shooting from the hip. On today’s episode of The Sales Evangelist, Forster Perelsztejn of prospect.io talks about the importance of a campaign for purposes of cold email outreach.

Forster shares why we have to be consistent and what we need to say in our emails so we can connect with our potential customers.

Why campaigns?

In order to successfully carry out a campaign, you must understand why you need it and how you’re going to do it. Also, make sure to set up a professional business email account when you do your outreach, you will look so much more legitimate. I know it sounds simple, but you would be amazed how often sellers neglect doing this properly.

But your cold email outreach campaign must fit into your funnel.

Maybe you need social media ads or door-to-door selling. Start by figuring out the best sources of customers for your product or service.

Then, decide how you’ll do your campaign.

There are three main stages to building one.

1. Identify who your target is.

Your target will define everything that’s going to follow so you must know who you’re trying to reach. Narrow your focus to certain targets.

2. Segment your list of targets.

Even though all your targets will presumably benefit from your product, they may not all benefit in the same way. They won’t need your product for the same reasons so you may have to use different selling points.

3. Craft a relevant message.

4. Measure everything.

After you’ve created a message, test its effectiveness. Create campaigns and then track how well they are performing.

You can make decisions about your campaign moving forward once you understand how well things are working.

First contact

Don’t be long-winded in your first contact or spend a lot of time introducing yourself or your product.

Don’t waste my time by writing, “I know you’re busy so I’ll get to the point.” That sentence is wasting my time.

Get to the point. 

Then, make sure your cold emails do 5 things:

  • Grab your prospect’s attention.
  • Tell them why you’re reaching out to them personally.
  • State the clear benefits you’re offering.
  • Provide some kind of credentials.
  • Give a clear call to action.

Everything in your email is to get them to take action to move the process forward. If you’re not clear on how to do that, you shouldn’t be sending the emails.

If your product isn’t super complicated, it should be about 7 sentences.

Later emails

You’re not really just following up. If you truly believe you’re bringing value to the table, you’re not going to just “follow up.”

If what I have to offer will bring you tons of new business, I’m going to be passionate about helping you understand the benefits.

Instead, we should think of it as “building a journey” that’s going to help your prospect be informed and move toward a decision. Keep the conversation going rather than “following up.”

Often the second email will be a reminder. Maybe your prospect is interested but he got distracted by other things.

Don’t assume after the first email that the person isn’t interested. If they still don’t respond after the second one, I can provide more content and bring more value.

Multiple follow-ups

Most responses come between the second and the fourth email, but it really depends on your sales cycle.

If you have an extensive sales cycle, it may take longer to arrive at a decision.

Don’t quit too early. Your prospect has a life and a job and he may have forgotten to reply.

You may fear that he’s annoyed because you’re filling his inbox, but if you’re providing value, even if he doesn’t need it now, he’ll remember you when he does need your product.

There are several ways to bring value in later emails, always with the intention of moving your prospect closer to a decision.

Share case studies, stories, testimonials, articles, or anything else that will help your prospect understand the market and the challenges you’re helping to solve.

Email is simply one way to connect with potential customers.  If your audience is active on social media, you can consider contacting them there, or use trade shows if those are a better fit for your market.

Think about what you would want to know. When you’re reaching out to people, think of all the bad emails you’ve ever received and ask yourself if you’re being like those people right now.

Try various things. Change subject lines. Keep a process moving and don’t panic if it doesn’t work.

“Cold Email Outreach” episode resources

You can check out more of what prospect.io has to offer by visiting their blog, and if you visit prospect.io/tse, you’ll get 50 percent off of your first three months. Prospect offers various plans, and you can begin by choosing the lowest plan and then upgrading if you find that you need more support.

This episode is also brought to you in part by prospect.io, a powerful sales automation platform that allows you to build highly personalized, cold email campaigns.

We’ll use prospect.io in the upcoming semester of TSE Hustler’s League to focus on prospecting. We’ll give you insights and tools that will help you gain new customers and provide training and strategies that you can implement today to ensure constant flow in your pipeline.

Check out TSE Hustler’s League and apply to see if it’s a good fit.

Leave us a review on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content, and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode, and share it with someone else you think might benefit.

Audio provided by Free SFX and Bensound.

Daimian Thompson, Donald Kelly, LeadFuze, Cold Email

TSE 866: Cold Email What Works, What’s Changed & What Not To Do


Daimian Thompson, Donald Kelly, LeadFuze, Cold Email

Email is a great form of communication. It allows us to reach out to people on their time without interrupting them like a call would, but the ease of it is the reason more people are doing it. Sales professionals must unravel what works, what’s changing, and what not to do with cold email; why they must zig when everyone else zags.

LeadFuze is a lead generation platform with two important functions: it helps you build a list of leads that match your customer profile, and it provides assistance to help you hone your conversations.

The goal of LeadFuze is to help sales reps and entrepreneurs start more sales conversations.

Understand the purpose

Buyers never buy simply because of email. You’re reaching out to a stranger, so even if you know it’s a good fit, you’re never going to convince them to buy from you with email alone.

The purpose of email is to start a conversation. You cannot go for the meeting too quickly. Sales reps tend to go from 0 to 100 without understanding that they have to earn the right to ask for a meeting.

You cannot sound like a brochure, and you cannot talk all about yourself. Unless you’re famous in your industry, people aren’t going to agree to talk to you just because you’re you.

Once you’ve started the conversation, you can move into your normal sales process, whatever that is. How do you do that?

It sounds cliche, but sales and dating are a lot alike. You’d never walk up to a stranger in a bar and suggest getting married and having lots of kids. The same is true in sales.

It’s not about you. It’s all about them.

Of course you understand your industry; but do you understand theirs? As you’re reading your emails, how many times do you use “I, we, us?” If you are, you’re doing it wrong.

Initiate the conversation

Retail stores must wait for customers to come to them. Sales reps don’t have to.

By the time your customer finds your website, he likely thinks he already knows the answers to all his questions and he has preconceived notions about what he should do.

Be the one to start the conversation.

Begin by looking at your existing customer portfolio to determine who your ideal customer is. Realize, too, that if most of your business exists in one industry, but you don’t like that industry, it’s ok to pursue others.

Send 4 to 5 emails over the course of a few weeks. Keep them short and deliver value.

Email 1: “When I’m talking to VPs in this industry, they generally tell me that they struggle with one of two problems. Which is the biggest problem for you?”

Email 2: (This is not a pitch.) Provide a solution to Pain A from your original email and give a free resource.

Email 3: Provide a solution to Pain B from your original email. Give a free resource.

Email 4: “Is there a problem we haven’t discussed yet? I’d love to discuss it with you to see if I can help you solve it.”

Set realistic expectations

Sales reps tend to diagnose too quickly. We forget that everything worth doing takes time.

We won’t become number one on Google the day after we study SEO. It’s a little like going to the gym: it takes time.

Instead of doing a few hours of cold email one day a week, spread it out over the course of the week. (Again, think of it like going to the gym.)

Keep your pipeline full with a little bit of effort every day. Do simply practices repeatedly. Keep the patterns that work.

When you come into a brand new job, it isn’t lead rich. If it was, the person before you wouldn’t have left.

In the first 90 days, sales reps are a whirlwind of activity. It’s the most productive period in any job.

Because you don’t have any business, you’re completely focused on business development. Once a deal emerges, you stop working on business development because you’d rather be working on the deal.

Sales reps create their own feast or famine cycles because they stop working on lead generation once they see a deal developing. Instead, make it part of your daily calendar.

Use the acronym WIIFM to drive your pitch. When your prospect is listening to your pitch, why should they care? They’ll ask themselves, “What’s in it for me?”

“Cold Email” episode resources

To connect with Damian, email him at Damian@leadfuze.com, or go to the LeadFuze website.

Business development is hard for all sales reps. I recommend the book Stop Selling & Start Leading: How to Make Extraordinary Sales Happen from our sponsors at Wiley because it’s a fantastic blueprint of all the things buyers say they expect from sellers and want from sellers.

I’m offering a free excerpt of the book so you can check it out for yourself.

Check out the Video Jungle podcast, your source for marketing and selling your brand using video. Plan, create and share your way to better content and strategy. Video Jungle offers top-notch, state-of-the-art advice about video.

Email me for more information about our newly launched Sales Podcast Network, designed to provide specialized sales content for sellers of all levels and all industries. You can also email us about our new business development services.

Leave us a review wherever you consume this content and share it with someone else who might benefit from our message. If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode.

Audio provided by Free SFX.

SaveSave

SaveSave

Hunter.io, Donald Kelly, LeadGibbion

TSE 857: Use Hunter.io To Connect With Just About ANYONE!

Hunter.io, Donald Kelly, LeadGibbion

It’s impossible to sell if you can’t ever connect with a human. Sales reps often spend their days talking to voicemails and deleting undeliverable emails. But what if I could give you a tool to allow you to connect with just about anyone?

Today on The Sales Evangelist, we’ll talk about Hunter.io, and the power it gives you to connect with just about anyone.

Hunter.io is a plug-in that sits on your browser. When you visit a prospect’s website, Hunter.io pulls data for every email address published on the site. It also pulls emails from other sites that are associated with the domain.

It’s inexpensive, and you can try the free version for 30 days, or for 100 emails.

Emails

Business development is a challenging task.

Very often, you’re trying to connect with people who don’t necessarily know that they need your product or service.

In their minds, you’re disrupting them. They don’t yet know that you can help them solve a problem they may not even recognize.

Hunter.io helps you connect with those prospects by helping you locate email address, or by helping you determine the email convention for your prospect.

If, for example, you can’t find the exact email address of the prospect you’re seeking, you can use information about other people within the company to determine how their email addresses are composed. If Joe Lewis is joe.lewis, you can use that to deduce your prospect’s email address even if you can’t find it.

Hunter.io also shows how many times it found each email, so you’ll know the information is trustworthy.

Other people

In some cases, the C-level prospect or decision maker you need to reach may be hidden behind layers of executive assistants.

You can often find lower-level influencers in the company who can help you get connected to the person you need.

Very often, sales reps can build relationships with others in the company in an effort to gain influence with the decision-makers.

Process

I often begin by generating a dream list of prospects on LinkedIn. I use LeadGibbon to generate a list. Then I use my Hunter.io tool to gather email addresses to I can send an email to the prospect, or leave a message, or connect with them some other way.

I have a legitimate means of contacting them according to my existing cadence.

“Connect With Just About ANYONE!” episode resources

Give Hunter.io a try for yourself, with the free trial.

There’s a reason I continue suggesting the book, Stop Selling & Start Leading: How to Make Extraordinary Sales Happen from our sponsors at Wiley. It’s a fantastic blueprint of all the things buyers say they expect from sellers and want from sellers. Your customers are telling you how to sell to them.

I’m so convinced of its message that I’m offering a free excerpt of the book so you can check it out.

Check out the Video Jungle podcast, your source for marketing and selling your brand using video. Video Jungle teaches you to use video to set yourself apart. More than 50 percent of executives say they are more likely to engage with an email that includes video.

The podcast is part of our newly-launched Sales Podcast Network. SPN is designed to provide specialized sales content for sellers of all levels and all industries. To learn more, email us at SPN for more information.

We want to help you find more ideal customers. We want you to build stronger value and close more deals. Most importantly, we want you to do big things.

Outreach, TSE Hustler's League, Donald Kelly

TSE 825: TSE Hustler’s League-“Outreach Strategy”

Outreach, TSE Hustler's League, Donald Kelly

Without an outreach strategy or a plan, sales professionals run the risk of looking pushy. When we focus entirely on making money and closing deals without working a plan, we miss the opportunity to position ourselves as leaders in the sales process.

On today’s episode of The Sales Evangelist, we’ll discuss how emails should fit into your sales process.

Understand the value of trust.

In the book Stop Selling & Start Leading, I discovered this quote:

Some sales people don’t have a moral compass. They don’t operate according to a set of values, so it’s easy for them to deviate to questionable behavior.

Buyers, however, want to work with sales leaders. They want to work with ethical people who live by a set of values. They want to be able to trust the people they are working with.

We position ourselves as leaders when we prioritize the customer and his needs instead of our need to close a deal and make money.

Plan your outreach strategy.

Do not focus purely on making money and closing deals.

Instead, decide how you can motivate the prospect to engage with your company or your product.

Begin by demonstrating your interest in the prospect, which will serve the dual purpose of letting him know that you exist.

Do that by working smart. Your time is limited and his is, too. Send a brief email that makes him aware of you, and begin with something he’ll want to read.

Subject line: Congrats on your recent round of funding, (insert name)

Opening line: Congratulations on your recent round of funding!

Your work is going to impact the law profession in a major way.

I look forward to seeing how you’ll employ your resources to be even more effective in your work. 

Sincerely, 

(insert your name)   🙂

This brief email serves as an initial connection. It’s simple enough that he can read it on his phone, and it will invite response because you’ve acknowledged his accomplish, and we’re all a little ego-driven.

Additionally, because it’s brief, he can scan it quickly and send a brief response back.

You’ve let him know that you exist, and you’ve initiated a simple conversation that can expand in later days.

Don’t skip steps.

Some sellers won’t understand the point of this because it didn’t result in an immediate sale. But now they know I exist, and I can continue the conversation.

A few days later, I’ll send a value-driven email that provides information about their industry, or perhaps I’ll offer to feature them in a webcast my company is hosting.

I’ll do them a favor without trying to sell them something.

By working smarter, I’m able to build connections that become long-term relationships instead of short-term sales.

Episode resources

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

Once you’ve applied the concepts you heard here today, message me or email me and let me know what your results were.

I’d love to hear how you’re working to accomplish big things.

Audio provided by Free SFX.

Short emails, Email Outreach, Prospecting, Conversational

TSE 820: TSE Hustler’s League-“Shorter Emails”

Short emails, Email Outreach, Prospecting, ConversationalWhen you’re trying to capture your prospect’s attention through email, how do you know what to include? Many sellers in the early stages of their careers trying to accomplish too much in one email instead of writing shorter emails.

On today’s episode of The Sales Evangelist, we’re discussing how to make our emails valuable, and we’re addressing the biggest issues that plague our emails.

Figure out what you’re trying to accomplish.

What is your goal in emailing this prospect? Are you trying to convince him to buy?

Ultimately, it may be your goal to get him to buy, but that shouldn’t be the purpose of your first email.

Your first email must let your prospect know that you’re here. He knows about your company, but he isn’t aware of the value you provide. First, let him know that you’re here.

Imagine your prospect is a small business owner with a sales team of 3. She has $3 million in revenue, and she wants to grow, but the company has been stagnant for 4 years.

You must build awareness that you’re available, and you can begin with social media.

Connect on LinkedIn or Twitter. Then find something about her or her company that you can use to connect. Comment on something she posted or something you read about her.

Hi, we’re Animus

Don’t skip steps.

Once the prospect knows you exist and she views you as a friend, let her know how you can help her.

Keep your emails simple. Grab the prospect’s attention. Write shorter emails. Force her to reply, and the likelihood of continued conversation increases.

Let her know how you’ve helped someone else who was just like her. Until you’ve demonstrated value to the prospect, she won’t likely think of you as a trusted advisor.

Episode Resources

I was giving a demo once, and the prospect told me exactly what to include in the presentation so his boss would respond well: he told me his boss’ likes and dislikes.

Stop Selling & Start Leading does the same thing for sales professionals. It provides intel about what decision-makers like and what they don’t like, based upon survey information.

It will allow you to lead the conversation instead of being a subservient seller. It’s like a cheat sheet for sellers, and you can find an excerpt of the book here.

The Sales Evangelist Hustler’s League is an online group coaching program for individual sales leaders and sales professionals. Whether you’re already fairly successful or you’re brand new to sales, we want to help you improve.

Each week we do a training session based upon the semester theme. We’d be honored to have you join us.

Check out the Video Jungle podcast, your source for marketing and selling your brand using video. Plan, create, and share your way to better content and strategy.

The podcast is part of our newly-launched Sales Podcast Network, designed to provide specialized sales content for sellers of all levels and all industries.

Audio provided by Free SFX.

Psychology, emails, prospecting, cold email

TSE 791: The Psychology Behind Sales Emails

The Sales Evangelist, Email, Prospecting, Ryan O'DonnellSending emails is a prerequisite for sales professionals, but how do you generate emails that reach the right person at the right time in the right place?  In this episode of The Sales Evangelist, Ryan O’Donnell will explain the psychology of emails and teach us how to create a more targeted approach to emails.

We don’t have a crystal ball, and we can’t tell what our prospects are thinking, so we can’t skip the important steps of prospecting and research.

Creating a targeted approach to emails:

  • Use data to qualify or disqualify your existing prospects.
  • Divide existing prospects and customers into segments and use those segments to create targeted communication.
  • Use variety. Personalize some of your communication and automate others.
  • Be intentional. High-value clients might motivate you to personalize more than smaller clients.
  • Take note of effective emails that come to your inbox and employ the same strategies.
  • Don’t allow your emails to become monotonous.
  • Use each part of the email to drive the reader to the next sentence.

Different things motivate different people.

Sometimes a question in the subject line will work best. Other times, the company name or the recipient’s name will work.

Some people check email on Sundays to clean out their inboxes before the coming work week.

Track what works best so you can make your process more efficient. Streamlining your process will free up additional time, which will compound over the life of your career.

You’ll have more time to devote to other steps in the process.

Email mistakes to avoid:

  • Don’t send an email with Re:Re:Re:Re: because it has been sent back and forth so many times. Change the subject line.
  • Don’t use a deceptive subject line.
  • Don’t automate your emails to go out at the same time on the same day every week. It will become obvious that they are automated.

Episode resources

If you’re interested in learning to use email more effectively but you aren’t sure where to start, contact Ryan O’Donnell at ryan@replyify.com or ryan@sellhack.com. Ryan will provide you free access to one month’s worth of services to give you a jump-start on emailing.

When I was a seller like you, I initially didn’t have formal training. Once I got proper training, I discovered that it greatly improved my sales skills, and I wanted to share those principles.

The Sales Evangelist Hustlers League is a group coaching program designed to help sellers of all levels improve their sales skills and close more deals. We’d love to have you join us. Go to thesalesevangelist.com/hustlers for more details.

Email, Prospecting, The Sales Evangelist

TSE 788: How to Ask For Something in an Email

ask, email, prospectIf you’re going to invest time writing emails to potential clients, it’s important to know how to ask for something in an email. Better yet, it’s important to write emails that get responses and even clients. 

In today’s episode, we discuss the steps you can take to ensure that your emails are working for you. In our interview with magician-turned-trainer Tim David, we discuss the importance of human connection. We also specify how to ask for something in an email.

Before you send another email:

  • Discover the three-word closing that will increase your response rate (as well as the words that don’t work).
  • Identify why effective research really is an important part of communication.
  • Learn the biggest mistake sales professionals make in email communications.
  • Uncover why humor generally doesn’t work in emails.
  • Understand the role alliteration can play in your emails that connect with prospects.

Prospects can smell copy/paste communications, so the most important thing you can do is to prioritize personal connection.

Prospecting

Begin the work of connecting with your prospects in the subject line, and don’t stop until you reach the close. Seek a balance between curiosity and clarity: be clear about what you’re offering, but give them a reason to keep reading.

Use what you’re learning about how to ask for something in an email. 

Be conversational and personal. Write an email that connects with prospects and lets them know that you know who they are.

Different things motivate different people at different times to open emails. As a result, focus on what motivates people to open an email instead of focusing simply on techniques.

Ultimately, communication is always about relationships.

Episode Resources:

Check out The TSE Hustler’s League    https://staging1.thesalesevangelist.com/hustlers/

Tim David’s free report featuring 61 science-based influence strategies   https://moreinfluential.com

True Influence by Tim David   http://booklaunch.io/timdavid/trueinfluence

Tim David on LinkedIn     https://www.linkedin.com/in/timdavidmagic/

 

 

Email Open Rate, Donald Kelly, The Sales Evangelist

TSE 642: This Is How You Get People to Respond to Your Emails

Email Open Rate, Donald Kelly, The Sales EvangelistStill struggling with how you can get your prospects to respond to your emails? If you really, truly want to grab their attention then you have to make sure you’ve crafted your email to perfection. Know what ticks them off and what prompts them to reply.  In this episode, I’m going to share with you a thing or two on how you can create emails that will get your prospects to respond.

Creating Your Subject Line

  1. Make your subject line personal.
  • Personalize your subject towards them or towards their business.
  • Focus on your Dream 100. This is your first 100 ideal customers that you have to focus on. See what you can find on the net or social media about them and use that to tie it back into your subject line.
  1. Address them by their name.
  • Make sure their name is spelled correctly.
  • Make sure it’s  the name they go by. Try to look on social media and check how they’re called or simply ask the receptionist how they go by.

Writing the Body of Your Email

  1. Make it prospect-centric.

Don’t make it about you. Don’t make your body me-centric. Don’t make it all about the seller that you forget about the buyer. Understand that people love to talk about themselves. Talk about the prospect in your email.

  1. Make sure your subject line ties back to the very first sentence of your email.
  2. One question, one action.

The power of habits go down to our human nature that when somebody asks us a question, we naturally want to answer that question. So if you give them multiple questions to answer, they’re going to shut down. Give them something quick and easy that they can do habitually. Only have one concept you want to get across.

All you want at this point is get them to respond. So a yes or no is what you want. Don’t ask them schedule a time or go to you link. You’re trying to grab their attention and to see if they’re interested.

For example, have a three-sentence paragraph then have a question singled out. Then they can respond with either yes or no. If yes, you can continue the conversation and schedule a time.

Separate those actions. Don’t be lazy and put them all in one email. One question, one action.

  1. Only have one theme for each email.

The theme of your first email is to just grab their attention and find out if they’re interested or not. The second email could be about scheduling appointment. Embed in the email the times you’re available. There are tools you can use like Hubspot or Assistant.to. Or you can just literally write up the times in the email.

  1. Check out sequential tools.

Create these simple sequenced emails using Yesware, Hubspot, Prospect.io or SalesHandy. These can be integrated to your Gmail or email system and set up these sequences for your campaign. For account-based selling concept, you may use Engagio where you can reach out to them on LinkedIn on a certain day.

Episode Resources:

Assistant.to

Yesware

Prospect.io

SalesHandy

Engagio

The Power of Habits by Charles Duhigg

The Ultimate Sales Machine by Chet Holmes

Join the  TSE Hustler’s League.

Get a free audiobook download and a 30-day free trial at audibletrial.com/tse with over 180,000 titles to choose from for your iPhone, Android, Kindle or mp3 player.

What do you like about our podcast? Kindly leave us some rating and/or review on iTunes. This would mean so much to me.

 

Donald Kelly, Curiosity, Sales Podcast

599: Sales From The Street-“Cold Emails & Curiosity”

Donald Kelly, Curiosity, Sales PodcastNeed help with your cold emails? Today, I’m going to talk about some of the things I’ve seen that can help you to be effective with cold emails.

Less than 10% of targeted emails are opened so if you’re sending 100 emails, less than 10 of them are going to get open. Executives get many different emails from all different angles and your email is probably going to get buried so you need to stand out.

How to make emails that stand out:

  1. Subject line

The subject line has to catch your attention because this is the first thing they’re going to see. According to MailChimp, the subject line is not effective in telling the message of what’s actually in the email. So make sure your subject line ties to the actual message.

Don’t just jump out and start pitching either. Make them curious and provoke them enough to open the actual email. Find a way to make it personalized. It has to be something that resonates with them.

  1. Opening sentence

Your opening sentence has to tie into your email’s subject line. Don’t send a long email.

  1. The “F” Form

The key is to make an email that forms like the letter “F” where the first line is a little bit longer than the second line is a little shorter and then the third and fourth lines are shorter.

  1. Call-to-Action

The call-to-action must be something that’s going to provoke them to do something. You want them to hit reply.

  1. Keep it simple.

Keep your emails like a text message so it’s easier for the prospect to reply to you. Just give simple facts.

  1. Avoid sending “personalized” generic emails.

When sending those personalized generic emails, make sure it looks really personal. For instance, people use a tool to scrape their LinkedIn accounts and then send an email with your full name on it that says “Hi Donald C. Kelly,” Just take off the C and just put Donald.

  1. Figure out a way to tie what you do to how your prospects make money.

Show how you can add value to your prospect.

Today’s Major Takeaway:

The simpler it is the better. The easier it is for them to hit reply, the better. Grab them at the beginning. The subject line must be catchy. Make your email look like an F and have a simple yet powerful call-to-action.

Episode Resources:

The Sales Development Playbook by Trish Bertuzzi

Join the TSE Hustler’s League. This is a 12-week program where we focus on a specific theme. This semester’s theme is increasing your win rate by becoming more buyer-centric.

Sales Hacker

Get a free audiobook download and a 30-day free trial at audibletrial.com/tse with over 180,000 titles to choose from for your iPhone, Android, Kindle or mp3 player.

Help us spread the word out by leaving us a rating or review on iTunes, Stitcher, or Google Play or whatever platform you’re using.

Donald Kelly, The Sales Evangelist Podcast

TSE 537: Email Outreach Won’t Work If You Don’t

Donald Kelly, The Sales Evangelist PodcastA quick question, how have your prospecting been lately? You’re probably sending a ton of emails to your prospects already, but I sure do hope you’ve been more intentional about it than you used to.

I want to say that although email outreach is the most common form of prospecting that salespeople do, many still tend to overlook them. You can’t just wing it, right? It’s a matter of doing things right – what to send, when to send, and who to send it to. Then the results may just blow you away!

So I’ve outlined some key basic things for you to munch on before you even click on that ‘Send’ button:

  1. Make it more concise.

If you hate receiving long emails (like I do) then don’t expect your clients to read a very long winding email from you as well. Keep it simple. Be as straight to the point as possible.

  1. Send emails to your targeted market.

Target the people you’re sending it to. Don’t do your email approach like you’re throwing spaghetti at a wall hoping it sticks. Make sure you have a targeted list. Make sure it’s simple yet provoking.

  1. Make dedicated time to prospect.

Focus on the one thing that’s going to drive your business to the next level. What is that one thing that’s going to drive your business to the next level? Make sure you’re utilizing your time during the day to focus on your prospects. Put on your calendar when you’re going to do it. Set apart a certain day to do prospecting.

  1. Set the time that your emails are going to be sent.

Utilize tools like Boomerang or Hubspot that allow you to delay the sending of your email. The best times would be early morning or late evening when they’re less distracted. There are also specific days that have been found to be the greatest days to send emails like Tuesdays through Thursdays.

  1. Make your email personalized.

Granted that the content of your email contains the same information because you’re reaching to the same types of people, find a way to personalize the email. Make sure you’re truthful. Focus on the main things that would jump out to your prospect. One strategy is to utilize the stuff they have. Take whatever content they have, apply them, and as you see some result, send them a quick message about it.

  1. Reach out through social media.

Reach out to your prospects via social media so when you send that first email, you’ve already sort of warned them up.

  1. Make sure you have a Call-to-Action.

Have a clear next step that you want them to do like check out a link or listen to a particular episode, anything that is focused on them.

  1. Rinse and repeat.

Again, you can take that same email to be sent to another prospect but make sure you customize it. The body of the content may be the same, but the way you address them or speak to them is different.

Episode Resources:

The ONE Thing by Jay Papasan and Gary Keller

Boomerang

Hubspot

Check out Adam Conner’s To Dare is Human Podcast

Get a free audiobook download and a 30-day free trial at audibletrial.com/tse with over 180,000 titles to choose from for your iPhone, Android, Kindle or mp3 player.

What do you like about our podcast? Kindly leave us some rating and/or review on iTunes. This would mean so much to me.

Split Testing for Sales, Stephanie Melish, Donald Kelly, The Sales Evangelist Podcast

TSE 473: How To Apply A/B Split Testing – Traditionally Reserved For Online Sales – To The Traditional Sales Process

Split Testing for Sales, Stephanie Melish, Donald Kelly, The Sales Evangelist Podcast

Are you sure your prospects understand the message you’re trying to convey? Here’s an awesome way to help you figure it out. The idea of split testing is usually associated with the online space but my guest today, Stephanie Melish, is going to teach us some great insights into how split testing can be so useful in growing your sales or business even when you’re doing it traditionally.

Stephanie is a professional speaker and a certified business coach. She helps individuals or businesses improve their lives and increase their bank accounts while doing it. Learn more about how you can incorporate split testing even when you’re doing traditional sales.

Here are the highlights of my conversation with Stephanie:

What is Split Testing?

Comparing versions A and B which are identical except for one variation that may affect the end result or the user’s behavior.

Version A can be what you’re currently doing and Version B is modified with only one variation.

Why you need to split-test:

So you will know what makes your prospects respond to more and to make sure your prospects clearly understand your message.

Strategies in using split-testing to your sales process:

  1. Focus on the area that doesn’t feel to be working.

Identify the areas you’re struggling with and where you don’t think you’re at your peak performance. There are different places that you can try split-testing such as your value proposition or even your email subject lines. Have a variation of it to figure out which version people respond to better.

  1. Only change one variation at a time.

You can’t change everything. Only change one variation at a time.

  1. Identify your end goal.

Know what you’re trying to accomplish to be able to identify how you’re going to test it and to test its effectiveness.

  1. When you find what’s working, stick to it.

Be smart enough to know when is the right and appropriate time to use it in the sales process.

  1. Keep testing it until you hit the number you’re trying to pull in.

How long to test it actually depends on your desired results. Or keep testing until you can evaluate it.

  1. Know what really works for you and your industry.

Be bold but test out to see what works well for your environment and for your business to make sure it fits your industry.

Stephanie’s Major Takeaway:

It’s okay to try out new things to discover what works. Even you know it works well, still try to test it to see if there is a better way to do it. Always be evolving and improving because there is no limit to your growth. You never know when a shift is going to happen so you always want to be on the tip of your toes learning, evolving, and doing something that’s different.

Episode Resources:

Know more about Stephanie on www.stephaniemelish.com and follow what she’s doing.

Read Stephanie’s article on Forbes, Why You Need to Apply Split A/B Testing to Traditional Offline Sales

Get a free audiobook download and a 30-day free trial at audibletrial.com/tse with over 180,000 titles to choose from for your iPhone, Android, Kindle or mp3 player.

www.bombbomb.com

Help us spread the word out by leaving us a rating or review on iTunes, Stitcher, or Google Play or whatever platform you’re using.

 

Video, Sean Higgins, Donald Kelly, The Sales Evangelist, Ilos

TSE 398: Challenges Salespeople Are Seeing NOT Using Video And How They Are Overcoming This With Ilos

TSE Podcast, The Sales Evangelist, Donald Kelly I want you to recognize the power of the uniqueness that comes with utilizing videos throughout your sales process. That’s why I’m bringing in Sean Higgins today to share with us the power of leveraging video content at any point of your sales process and how video can actually help you cut through all the clutter in this highly competitive sales world.

Sean Higgins is the Co-Founder and Head of Business Development of ilos, a video platform that lets you record videos and instantly share them on the cloud. They help teams quickly create, edit, organize, and share video content working with different sales and support teams.

Here are the highlights of my conversation with Sean:

Why you need to utilize video content:

  1. It makes you stand out.

Video in emails helps you cut through the clutter and noise our there. And you can make it look like it’s really customized. Make use of a seemingly generic video content with custom snippets in there so it makes you look like you went out of your way to make a 2-minute video for them.

  1. It’s a personal reach out tool.

You can use video as a way of ensuring that your message gets carried through the decision makers.

  1. Get pretty good tracking.

Make an outline of your proposal and include a link in your email. Then you can get tracking on those links because you know if they’re watching it or whether they forwarded it onto people.

  1. It makes it easy to be personal.

Sending out videos makes it more personal. You can leverage the cloud and get content off to folks really easily.

  1. It drives more engagement.

Voice is powerful and people hearing your voice just keeps their attention span longer and makes them more engaged.

How do you send video content through email?ilos-logo-1

  1. Include a link in  your email.

They click the link and it will open in a new tab.

  1. Another way to send video content is to turn videos into animated gifts.

This shows up in the email. Set up an account. Create a quick gift and drop it in your email and that will play right from inside their Gmail.

Leveraging videos during the prospecting process:

Once you get your list, videos are great in gauging interest and get different levels of interest.

One of the biggest mistakes people make when using videos is failure to track how it’s doing which is where most of the benefit comes from.

Other ways of capitalizing on video content in your sales process:

  • Proposals
  • Testimonials
  • Custom videos tailored to the visitor
  • Drip campaigns – linked to video around a specific content
  • Upsells

Mistakes sellers make for not using videos:

  • Getting stuck in the noise
  • Not giving out something new

What you need to have to do video content:

  • Marketing teams should have heavier video tools
  • If you’re only sending personal videos you can send in your emails, ilos offers cheaper video option

Sean’s Major Takeaway:

When you’re using video, make it customized. Drop someone a personal line about why your product or service is great. Don’t waste it by sending a generic marketing video. Instead, send them something that’s going to show them how your product or service is going to make their life way easier.

Episode Resources:

Get connected with Sean on Twitter @higg1921 or check out their website on www.ilosvideos.com and start playing around.

Please support us in our Indiegogo campaign, a movement to inspire others to Do Big Things. Simply go to www.DoBigThings.net.

Get a free audiobook download and a 30-day free trial at audibletrial.com/tse with over 180,000 titles to choose from for your iPhone, Android, Kindle or mp3 player. 

Register Today! 

Do BIG THINGS, West Palm Beach, Florida, EMKO, Donald Kelly, Travis Thomas, The Sales Evangelist, LIVE YES AND

Copywriting, New Seller, Entreprenure

TSE 304: Improve Your Copy, Improve Your Sales!

Copywriting, New Seller, Entreprenure We all need to know how to write effectively, even in sales, now more especially because of the social selling opportunities brought to us by LinkedIn or other blog posts and sites. Therefore, it puts you to great advantage as a seller to be able to deliver your message effectively through copywriting.

Today’s guest is Kevin Rogers. He is a copywriter, spending 10 years as a freelance copywriter doing mostly on launching information products as well as in the health wellness space. He now runs a community of copywriters and business owners coming together to work and solve each other’s copywriting headaches.

Kevin leaves us with a great lesson here today – that when you give value, money comes back to you.

Here are the highlights of my conversation with Kevin:

Kevin’s challenges:

Transitioning from his full time job to being a freelance copywriter

Strategies Kevin used to overcome the challenge:

Positioning himself as a teacher, having written the #1 sales letter on ClickBank, a marketplace for digital information products, teaching people how he got to that level.

Putting up the annotated report of the sales letter and distributing it around his community which generated great reviews.

“Give the best stuff away to the right people and more often than not, it will be returned to you better than you gave it.”

Kevin’s Major Takeaway:

Treat your best knowledge the same way you should treat money. It needs to flow.

When your instinct is to hold on and recognize that it’s happening out of fear and scarcity, do the opposite and you’ll be shocked at the results.

Episode Resources:

Get connected with Kevin at www.copychief.com

Check out Kevin’s podcasts:

Copy Chief Radio

The Truth about Marketing podcast

ClickBank

Get a free audiobook download and a 30-day free trial at audibletrial.com/tse with over 180,000 titles to choose from for your iPhone, Android, Kindle or mp3 player.

Join Today

The Sales Evangelist, Donald Kelly, Donald C. Kelly

Sales Enablement, Donald Kelly, Sales Hacks, Sales Tips, Email Templates

TSE 273: Sales Enablement “Gmail Email Templates”

Sales Enablement, Donald Kelly, Sales Hacks, Sales Tips, Email TemplatesToday, I will share with you a very effective sales enablement tool with Gmail to help you speed up the amount of emails you send. This way, you will be able to work more effectively and focus on the more important things. Work smarter, not harder.

What is Sales Enablement?

It means utilizing technology, means, or processes to enable your salespeople to sell better.

One thing that will help you enable your sales is the use of Email Templates and you can actually utilize Gmail for canned email, a tool-click process where it enables you to send out emails more efficiently.

So how does it work?

  1. Open Gmail.
  1. Click on the Gear icon in the upper right hand corner.
  1. Choose settings and click on Labs tab.
  1. Find “canned responses” and click the radio button to enable it.
  1. Scroll down and click save.

Now you may compose an email. If you want to use a canned email, just click on the bottom right hand corner of your email.

One thing I’ve learned from Kevin Kruse during our last conversation back in TSE 266 is the importance of batching the time spent in sending emails. Instead of spending a lot of time composing emails, simply create canned emails to help you shorten the amount of time you’re sending emails in half or even more.

Episode Resources:

Get a free audiobook download and a 30-day free trial at audibletrial.com/tse with over 180,000 titles to choose from for your iPhone, Android, Kindle or mp3 player.

Check out Kevin Kruse’s book, 15 Secrets Successful People Know About Time Management

Check out the interview with Kevin Kruse on TSE 266

Join Today! 

The Sales Evangelist, Donald Kelly, Donald C. Kelly