Podcast episode
Optimizing your prospecting by skipping the jargon and using effective research (Charlotte Johnson, SDR @ SalesLoft)
30 Minutes to President's Club9 Jun 202129 min
Description
Join the most tactical sales newsletter in the world: https://hubs.ly/Q01-R33G0 Four Actionable Takeaways: * Cut out all the useless fluff from your emails and get right into your research. * Start the video on your research - the whiteboard intros aren’t getting the job done. * Get creative with your email by screenshotting your research and including it in the body. * Lead with context when cold calling to establish credibility and generate more conversation. ====================== Charlotte’s Path to President’s Club: * SDR @ SalesLoft * Host of Sales Development Sounbites RESOURCES DISCUSSED Join our weekly newsletter Things you can steal 30MPC Training: 30mpc.com/training
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Quoted on this wiki
Every place a page here uses this source, in the order the words come in it.
So things like looking at the function section on LinkedIn or the hiring page to help us inform what their business goals and challenges are. Beautiful. What's number two? Execution. My favorite topic, video. So how can we do things in our video to stand out in our buyer's inbox? “So things like sharing our screen on our prospects' LinkedIn page, their careers page, or news” articles and things like that. Very nice. Round us out. What's number three, Charlie? Removing typical wording. So 99% of salespeople in their outreach will say things like, I noticed this, or I saw this. So how can we move away from this to start differentiating ourselves from the other salespeople?
page and be like, look, you have a really sales account, executive heavy sales structure. And I had a few questions around this. If you have a minute, it's Charlotte from Salesforce, by the way, because then I can link to the challenges I think they might be facing because of this. “And it makes me more credible as well because I can create a hypothesis around that.” So can we dig in? a little bit more there. For everyone in the audience, SalesLoft is a competitor to outreach. And essentially, what you do is you allow reps to send cadences, emails every one day, two days, three days, and then mix in calls, right? They allow sales reps to basically do marketing automation, right? And so knowing what you know about SalesLoft, let's say you find out that someone
Great that they have something in place. And I think this is where people kind of fall back with objections is like, oh, but we're better than them, because we have this feature, which is better. And I just don't really believe in that. Because I think sales loft or outreach are both incredible tools. I'd rather understand, okay, that's really interesting. What actually “made you bring it on in the first place? Ask more questions about it. Oh, you wanted to increase” your pipeline. How much have you increased your pipeline since you've brought them on? Oh, you haven't? Okay. So tell me more about how you're planning on increasing that pipeline. Or they might absolutely love it. Tell me what you love about it. Okay, if you could have one extra thing, what would it be? Just really understanding like what they actually like,
not, then I can leave you alone and stop hounding you via email calls and LinkedIn. So keen to hear if any of these sound familiar with you. So let's talk about taking the jargon terms, the “So you're leading in that first email,” you've done this research, maybe you've figured out they're hiring AEs, maybe they're AE-heavy. Do you just start with, hey, you're hiring AEs, sales loft can help you with pipeline? My guess is you're a little bit more slick than that, right? Yeah. So I'll say things like scrolling on your careers page right now. You're hiring a ton of
If I were to send you a note, I wouldn't begin it with, hi, Charlie, as if you and I haven't met before. I would literally say like, looks like you're crushing it and put the link to whatever the news was right below. And that's what's going to pop up in the preview text. People don't realize is that preview text, those first 14 words of your email pop up in Gmail as the preview. “And if all of the other emails say, hi, Charlie, and yours just starts with the point, that's far more likely to get opened.” And I also want to dig into your video framework here as well, because I know you have some interesting tactics around breaking up the noise there. How do you approach your general video prospecting? So firstly, do good research. Don't just do like persona-based challenges. I personally don't count that as personalization.
And if all of the other emails say, hi, Charlie, and yours just starts with the point, that's far more likely to get opened. And I also want to dig into your video framework here as well, because I know you have some interesting tactics around breaking up the noise there. How do you approach your general video prospecting? “So firstly, do good research. Don't just do like persona-based challenges.” I personally don't count that as personalization. Hi, you're a marketer. That means that this must be your challenge. I think it's good that we've finally got to this stage where we're not saying we do this. But I don't think that persona personalization is enough. So find a nugget of information that you think that no one's really going to go on.
I'll go on their case studies and understand who their biggest customers are, what they sell. And from a point of view from sales loft, if they're selling to people like IT, they're really hard to get hard off. If they're selling to enterprise people, they're 65% less likely to reply. “So I'm getting into the mindset of them. And then I'm going to use that as my ammo in my video.” So research first and then the structure of my video. I will firstly share my screen. I used to do this thing where I had a whiteboard and I said, hey, their name, and then I'd talk at them for 40 seconds.
And I will use a tool called Weaver, W-E-A-V-A. to highlight it before. So I highlight stuff in like yellow. So when I switch tabs, you can literally see the bits that I want to talk about. “Look, looking on your LinkedIn, found this really interesting, you write about responsibility here. Also in the SDR role that you're hiring for, you repeat this responsibility.” From this, I'm guessing that X is a focus for you. And the challenge around this is A and B. So my structure, what I'm the research I'm doing, OK, scrolling on your LinkedIn, this quote's interesting, this news article where you talk about this is interesting.