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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Every place a page here uses this source, in the order the words come in it.
And in my opinion, to do that, we should just be going straight into the juicy stuff. So look, Armand, I was scrolling on your careers page. I've found some of the information on the job spec for the SDR role you're hiring for really interesting. I just wanted to call you up to talk about this. Oh, it's Charlotte from Sales Loft, by the way. “Instead of, hi, Armand, it's Charlotte from Sales Loft.” Do you have 30 seconds for me to tell you why I've been so keen to speak to you today? Can you see the difference? So you're leading with all of that context upfront, which is the same way that I like to open my calls. How do people tend to react when you lead with that context instead of the 30 seconds or the, how's your day going? Or did I catch you at a bad time?
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,
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.
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