Adapting to the future of sales and prospecting into the millennial customer base (Collin Cadmus, Founder @ CollinCadmus.com)

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1. 4:07

   Or at least it should. Love it. Round us out, Colin. What's number three? All right. Prospecting strategically is about finding arrangements that can benefit you as well as someone else. And this doesn't need to be something that's happening at the senior level of your company on a partnerships team. You can find folks who are selling into the same base that you're selling into and create “an arrangement with them where you're going to share warm introductions.” When I was selling at single platform to restaurant owners, I did this. I didn't tell anyone on my team I was doing it because it was my secret sauce. But I was cold calling restaurants, selling them a menu distribution service. Basically they put their menu online and it went out to Google and Yelp and all these sites, right? So everyone that I called thought I was an internet marketer.

   In Partnerships

2. 6:20

   So instead of coming in with a pitch or pattern break, just actually break that pattern and jump right to the question that you have. The first question we always ask was, are you the person who manages the phone system for X, Y, and Z team? If we were calling for the sales team, CS team, whatever. From there, that gave them enough context because they knew we want to talk about the phone system. “So I didn't need to go into an explanation of, hi, this is Colin from Aircall.” This is what we do. Blah, blah, blah, blah. It was like, hey, this is Colin Cadmus. Joe, do you manage the phone system for so-and-so sales team? Got it. Quick question for you. And then I'll give you more information whenever you need. Do you guys integrate right now into your CRM, right? And boom, you're either going to go down a good path, a bad path.

   In Question-led cold call openers

3. 6:27

   The first question we always ask was, are you the person who manages the phone system for X, Y, and Z team? If we were calling for the sales team, CS team, whatever. From there, that gave them enough context because they knew we want to talk about the phone system. So I didn't need to go into an explanation of, hi, this is Colin from Aircall. This is what we do. Blah, blah, blah, blah. It was like, hey, this is Colin Cadmus. “Joe, do you manage the phone system for so-and-so sales team?” Got it. Quick question for you. And then I'll give you more information whenever you need. Do you guys integrate right now into your CRM, right? And boom, you're either going to go down a good path, a bad path. And so it's just about finding those right questions, though, that lead to the right outcomes. Colin, I, in preparation for this interview, because this is the morning for me, I was

   In Question-led cold call openers

4. 9:00

   him with let's book a meeting, but I want him to demonstrate I want him to articulate, hey, I'm having this challenge and I want him to know that I might be able to help with it. So where does the conversation go from there? Yeah. So it's literally working down. I just think of it as the conversation funnel. Right. So am I speaking to the right person? Do you manage the phone system? “Does your phone system integrate into your CRM?” No. Oh, interesting. And how many people on your sales team? You're the leader of the sales team, right? Oh, yeah, we've got 30 reps. Cool, cool. Yeah, I've been managing sales teams for 10 years. I love doing it. I'm curious, like, do you guys when you meet with your reps and they're one on ones and whatnot, are you you guys generally chatting about things like how many calls they make, success rates of their calls, outcomes of their calls, things

   In Cold-call discovery questions

5. 16:49

   making, let's say, a hundred calls or emails a day, and then maybe two of them are successful. We're all wasting our energy when we could kind of come together in certain ways. And so that's the way I look at partnerships. And so the example I used before, right, I found the organic pizza guy in New York. And what I had done was pretty simple. Like I started Googling or not Googling “LinkedIn, looking for folks who sold something to restaurants that were physical items.” I wanted physical items that, again, I didn't want to be mistaken as a another competitive internet marketing. At the time in 2012, if you asked a restaurant owner anything, if it had to do with the internet, it was internet marketing. It didn't matter what it was. So it would have all been perceived as the same. So I was looking for people who were selling

   In Partner recruitment

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