On today’s episode of The Sales Evangelist, we’ll talk about value prospecting and how we create opportunities when we help people recognize the value in the products or services we’re offering.
In 2009, I went on a school trip to Santa Barbara to connect with industry and learn more about the world of startups. One morning, we were scheduled to leave the hotel at 9 but a friend and I had ventured out to find breakfast, and there was no way we were going to make it back in time.
As we were walking back to the hotel praying we’d make it on time, we passed a guy loading plywood that had fallen off his truck into the road. We stopped to help him, and when the job was finished, we asked him for a ride to our hotel.
He gladly gave us a ride, and we made it back in time.
Now imagine if we had run up to random cars in the intersection knocking on windows and asking people to give us a ride back to our hotel.
Do you think people would have been willing to do it?
They probably wouldn’t have, but since we helped the truck driver meet a need, we delivered value to him. He trusted us because we helped him and he saw that we weren’t a threat to him.
He was more than willing to reciprocate because we had helped him first.
Many of us do the equivalent of knocking on windows and asking for rides when we connect with people on LinkedIn. Instead of looking for ways to deliver value or pointing out how our product or service could benefit them, we jump in an go straight for the sale.
If we begin by delivering value to them, just like we helped the surfer truck driver load plywood, we would find ourselves with high-quality prospects who are like to reciprocate.
You’ve probably seen an outreach of some sort where a seller explained to you that his company has been in business for 15 years and he’d like to set an appointment with you to talk about his product.
It just doesn’t work.
Instead, go to your prospect’s LinkedIn or the company’s website to uncover a challenge the company is facing or a problem you can help solve. Focus your outreach on the prospect.
Congratulate him on a new position as CFO. Then send him a link to an article like, “10 Things New CFOS Wished They Knew Before Landing the Job.”
If your company helps CFOs and you have software that can help him be successful, now you’re delivering value. You’re loading plywood in the back of his truck.
Continue your flow process, and after you’ve built value, go for the ask. Tell him you’d love to see if there is an interest because you’ve worked with other CFOs just like him and this software has benefitted them greatly.
You delivered value and you came as a friend. You built the relationship and then you extended the invitation.
The alternative is that you send a thousand emails out talking all about yourself and your product. You might find a couple of people who raise their hands to say they are interested, and maybe they’ll even buy from you.
Think about the time you wasted. You sent a thousand emails for one appointment.
Instead, if you load wood into the back of their trucks and build a relationship first, then you can use your cadence process, together with prospect.io, to connect with people who are more likely to convert.
The message was the same for the students I spoke to this week in Idaho. Some of them will connect with alumni a week or a month before graduation hoping to find help getting a job.
They won’t likely be successful.
If, however, they build relationships with us over the course of time and help us load plywood into our trucks, then they’ll be at the top of our list when they need something from us.
Be the person who builds value.
As sellers, many of us know this stuff, but we don’t do it.
If people always did what we knew was best, we’d be the healthiest people on the planet. Sellers don’t always do what we know, but if we did, we’d improve our results.
I’m here to remind you to take advantage of the knowledge that you have. As you reach out today, determine whether you’re building value and whether you’re creating opportunities for yourself and your buyer with value prospecting.
This episode is 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. Maximizer is intuitive, simple, and personable. Maximizer integrates your marketing campaign as well as your CRM, and it works whether you’re a small organization or a large one. It works throughout the whole organization and it’s customizable to the way you sell.
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. 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 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.
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Still struggling with doing cold emails?
Our guest today is Mike Hardenbrook, the co-founder of Growth Geeks, a marketplace vetted for freelance marketers or geeks.
He is also one of the individuals behind Growth Hacker TV, an educational resource for startups to acquire monetization information and to grow the user base.
Mike has a lot of great insights and great strategies. Today, we’re going to talk about how he was able to help his organization grow their monthly recurring revenue to $120,000.
The process SDRs follow at Mike’s company:
Set aside an hour for two weeks and in that hour, get some leads. Write an email and send it. See how that response goes. Just keep doing it. And in two-week’s times, you’re going to have a cumulative result and it’s either you get replies or non at all. Know first whether it’s something that would work for you. Don’t make it complicated just yet. Keep it simple. Give it a try and stay consistent. Identify some opportunities. Start thinking how you can dive in as a channel for your sales process.
Shoot Mike an email at email@example.com
If you’re interested in how Mike can help you, check out coldemailacademy.com
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Still 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
Writing the Body of Your Email
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.
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.
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.
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.
The Power of Habits by Charles Duhigg
The Ultimate Sales Machine by Chet Holmes
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Do you feel like sending emails is a waste of time? Well, for sure that was how I felt for quite some time until I discovered this really, really cool product – SIGSTR. Sending emails has never been this more productive and strategic, well at least for me, that’s why I wanted to share this with you too so you’d be able to streamline things and at the same time give more VALUE to your prospects or clients.
Here’s a little trivia: Did you know that an average employee sends 10,000 emails per year and that an average salesperson spends 20% of their day sending emails?
Now, imagine being able to convert all those emails you’ve sent into paying customers – Hallelujah!
So what does this tool Sigstr do?
Think of this as a unique, little sales hack you can implement right in YOUR email!
So what do I like best about Sigstr?
What good does this do to you?
This is going to help you find out what kind of content people like or recognize and which people you need to focus on because these are the people that are clicking back to it.
Personally, I used this and experimented with it with the launch of the TSE Hustler’s League and so far, so good. I can see that people clicked on the banner and these clicks do drive some traffic back.
It offers a free 30-day trial. Or if you want to go for the paid version, it’s just $3 per month. So it’s not really going to hurt your pocket.
Using Sigstr is going to be a great Call-to-Action to invite someone to check what you have to offer.
Also, feel free to check out TSE Hustler’s League…
Well, our awesome guests today will certainly prove just the opposite of that. Adam Tuttle and Jay Quiles from ActiveCampaign are going to bring us tons of knowledge on how we can use emails to better effectively sell and reach our customers and grow our businesses. Because friends, EMAIL is still so much ALIVE!
ActiveCampaign offers a user-friendly, small-medium sized email marketing automation platform that creates intelligent and intuitive types of sequences for their clients’ customers as they go from being prospective customers to paid customers.
Here are the highlights of my conversation with Adam and Jay:
Why is email marketing still important in business development and sales?
Email is a primetime communication channel to get in touch with your customers.
It allows great touch points with people (continued engagement with your customer base) for long-term relationships.
People want you to keep it real and email can help you do that. Sending personalized emails can go a long away.
Why email still works!
It provides value to the readers. Even if it’s not selling something, it still educates readers.
You can reach out to customers in a cost-effective way.
What Content Should You Provide for Your Customers?
Sure you’re selling, but make sure your content is educational and prove why you’re worth it. Even if you’re not selling, bring something that is beneficial to the reader. Just provide value. Then people will want to come back to you because you become a trusted resource of information.
Make it clear how they can do it. There should be a purpose behind every email you send. Before you even compose your email, define the purpose of your email first.
Send out videos or link to videos to hit the different types of customers that you have.
Your subject line must be based on the purpose of your email. It must lead to the end goal of the email.
How to get started with email marketing:
Create a contact list inside your email provider. Figure out how to gain more contacts.
Figure out why you’re doing what you’re doing, why you’re using this tool and what you want it to accomplish for you.
How to grow your contact list:
ex. subscription forms, landing pages, sweepstakes, etc.
What is marketing automation?
It refers to a sequence of events that your customers are going to go through from being a prospective customer to becoming a paid customer.
Things to keep in mind with marketing automation:
Changes in the email marketing world today:
Adam and Jay’s Major Takeaways:
Current projects they’re working on:
In the real world, long emails suck! No one’s going to have time to read your novel. The key is to keep your email SHORT and CONCISE. Simply put yourself in the shoes of the reader.
Why do you need to keep it short and concise?
Use a short, concise, and catchy subject that will prompt them to open the email.
Be creative with your email.
Example: Provide a video. Not just a link, but take a screenshot of that video on your computer and put a little “Play Button” sticker (which you can copy online) and link it back to your video. Tell them it’s a 1 or 2 minute video and how they’ll be able to benefit from that video. It’s that simple!
Don’t try to kill it right away.
Less is more. The less you have, the more likely they will listen.
Write something that can grab their attention within the first 10 to 20 seconds. If they’re interested, they will respond automatically.
You basically have to HAVE a process and go through each part of that process. PATIENCE is key.
Your first email works to just grab their attention. So don’t try to kill it on the first one. Again, be patient.
The second email is where you give more meat and girth.
Don’t have a process? Send me an email at firstname.lastname@example.org and we’ll help design a process for you.
Does selling using email really work?
Well, Ian Brodie surely thinks so and I believe him! He is an email marketing expert and is able to prove it with his years of experience. During a recent interview with Ian, he shared some of his best secrets that has brought him tremendous success. Come and check out some of the major takeaways from our conversation.
The Three Most Important Things To Know When Selling Via Emails:
1. Make sure to have deep insights about your ideal customer. Really understand who they are, what they look like etc. Have a very clear picture of the ideal client.
2. Share valuable information to your prospects and customers. Make sure that it is entertaining as well.
3. Get people use to taking action from your emails. Build up that “Take Action” mentality with every email by offering some kind of commitment (re-share, tweet, click etc.).
4. Take advantage of paid traffic. It works when done properly.
Why do People Subscribe?
1. The long term factor of what people will get from your email. Don’t just name it as “sign up for my newsletter” but offer a title that is catchy. This will encourage visitors to subscribe to your list.
Ex. “Client Winning Tips”
2. Short term incentives: People want to get things that will give them a little win right now.
Why People Don’t Subscribe?
1. A website that looks very spammy or sketchy.
2. When you ask for tons for information in an opt-in form.
How Often Should You Email Your Subscribers?
Every industry is different, so you must feel it out as to what your specific list wants to get. But generally good customers will want to get more information from you. Studies show that the more you communicate with your subscribers, the more they will stay with you and wont unsubscribe.
How To Make A Great Subject Line?
Make it something that would be thought provoking to your target audience. Look at tabloids headlines of how they use curiosity to catch attention of their audience. Use similar strategies to grab the attention of your ideal audience.
Book Ian Mentioned:
Checkout Ian’s Course: