By way of the internet, it’s crystal clear that the customer truly holds the power in today’s purchasing decisions. Your prospects have access to information like customer reviews, testimonials, case studies, pricing and other resources they didn’t have before the digital era. So why is this important? Prospects hold the power because now they have options!
Most businesses admit they don’t know how to effectively engage with their users online. This also holds true for most sales teams wanting to improve how they engage with prospects on the phone and in person.
It’s no surprise we have to continue finding relevant ways to connect with the prospects we want to do business with. If we’re truly looking to provide solutions, we need to know at minimum our prospect's goals, pain points and their vision for future growth. Taking the time to get to know these details can seem tedious and inefficient. But what’s even worse is wasting your time and theirs, building a bridge to nowhere.
I recently had the opportunity to participate in HubSpot's Pipeline Generation Bootcamp. As most marketers across the globe are aware, HubSpot is the pioneer of Inbound Marketing. They developed a powerhouse marketing automation platform that helps businesses and agencies have more control, less hassle and insanely good insight when it comes to their digital marketing strategies.
Dan Tyre, the very first HubSpot salesperson and employee #6, led a pride of Sales Lions. A handful of agencies across the country met weekly to learn about new tools, modern practices and to discuss how business development leaders can be better at connecting with prospects.
I was excited to be part of this Sales Lion group because in addition to the qualified leads our growth agency is generating from inbound marketing, this was a huge opportunity to go after brands we want to form ferocious partnerships with from an outbound sales approach; handpicking great fits for our services. We want to work with brands that align with our core values and are looking to dominate in today's digital age. The question is, how do we achieve this? We work in a fast-paced environment, polluted with noisy distractions and sales people that are thinking more about their products and less about solving real problems for customers.
Dan is passionate about helping sales teams apply modern business development skills. If we can better connect with prospects, we can close more deals.
Here are 5 ferocious takeaways from the Sales Lion Group:
1) Always Be Helping
In prospecting new business, it’s about how you can help a prospect overcome a challenge or improve their current situation. You can always help, even if you don’t end up doing business with them. There will be many leads that may not end up being great fits for your services. He shared great insight on how we can still inform, educate and help people, regardless of if the conversation turns into new business or a new friend in your network. When you take this approach, you’ll impress decision makers, you’ll influence them rather than annoy them and that right there is empowering!
2) Using Modern Tools
We reviewed several tools that can provide tremendous insight and best of all are FREE! These tools will support you in “looking under the hood” into their current situation. You’ll be able to provide value in a brief amount of time—minutes actually! When you add these tools to your playbook in addition to HubSpot's modern CRM, you’ve got a monstrous advantage against your competition.
(Too much good information to fit into this blog. If you want to know more about these tools, email me!)
3) Leaving Voicemail Messages
Most Type A personalities will tell you “they’re really good at winging it.” Don’t! Have a plan for how you are going to clearly communicate who you are, why you’re calling someone and how YOU are going to continue following up. Record a voicemail and play it back. You may realize there is a big difference in your intentions and how you actually sound. The person receiving this message has no other context to you except the sound of your voice and the information in the message. Craft your words carefully and confidently; don’t ramble.
Most voicemails get deleted before they’ve actually ended...have you ever done that?
4) Cadence of Calling
Calling once or emailing twice is simply not enough. People are busy and inboxes get full. Have a plan and be consistent. Based on my newfound knowledge, I recommend calling, then calling again and emailing two days later. But don’t stop there. If this was an inbound lead, you would enroll them in a sequence. So with an outbound approach, don’t stop short.
With outbound prospecting, set up tasks to ensure you stay diligent and don’t overwhelm. There are also some pretty interesting stats on best times to call and email. For example, 11 a.m. to 1 p.m. Common lunch time is probably not ideal to catch someone for the first time unless you’re looking for hangry!
5) Schmarketing or Smarketing
Nope, this is not a typo. Dreams come true at Disney World and when sales and marketing teams are in alignment. A disconnect between these two is not uncommon in large and well-established organizations. Smarketing is a major opportunity for up-and-coming organizations to snag market share and better tailor their marketing and sales approaches. I’ve been on both sides of the sales and marketing friendship and I hear the same things over and over. If we stop the finger pointing and come together, we significantly increase our chances of success. Simon says, "together is better.”
The Thrill of the Hunt
I’m more excited than ever to go out and pursue the brands we know we can help. This was such a fun experience and provided an impactful mind shift—thank you, Dan! I hit the refresh button in how to successfully outbound and I’m on the prowl!
Want more ferocious insight? Let's chat.
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