Hooking relevance with personalization in competitive prospecting (Becc Holland, CEO & Founder @ Flip the Script)

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1. 1:20

   coach to. Now, we built a guide with our friends at Insightly CRM on how to run pipe reviews that surface real risk and get deals moving again, and you can get it for free at the link in the show notes. All right, Becc, welcome to the show. We start every single episode with your top three actionable takeaways. Let's get your three. Okay. “My first actionable takeaway is that you need to hook personalization to relevance or success.” So personalization for anyone out there is a one-to-one premise that you cannot send to multiple people. Relevance is a one-to-many premise that you can segment like companies that were within the FinTech protocol. And so you need to hook those two together for the keys to the kingdom of someone to respond. Beautiful.

   In Personalization evidence standards

2. 1:40

   My first actionable takeaway is that you need to hook personalization to relevance or success. So personalization for anyone out there is a one-to-one premise that you cannot send to multiple people. Relevance is a one-to-many premise that you can segment like companies that were within the FinTech protocol. “And so you need to hook those two together for the keys to the kingdom of someone to” respond. Beautiful. What's number two, Becc? Number two is shattering outside of the other car mentality. I define the other car mentality as basically whenever you see another car on the road because you don't know the person, you'll cut them off, you'll go in front of them and turn right early, whatever. You'll get mad at them.

   In Personalization frameworks

3. 3:57

   the type of line that it is, what you should include in that line and how you should hook that line. And then I enable people to be creative and personalize and use their creative juices within that structure. So, I mean, the first email, for example, I usually do four lines. “The first line is the premise of outreach and it's a personalized premise.” I noticed that you have this podcast on 30MPC. I listened to this episode with Beck Holland where she drowned on about these topics. One line that stood out to me was X. The second line, I tried to hook that what is relevant about my value prop to that level of personalization.

   In Opening line personalization

4. 4:10

   within that structure. So, I mean, the first email, for example, I usually do four lines. The first line is the premise of outreach and it's a personalized premise. I noticed that you have this podcast on 30MPC. I listened to this episode with Beck Holland where she drowned on about these topics. “One line that stood out to me was X.” The second line, I tried to hook that what is relevant about my value prop to that level of personalization. And I round out with the CTA and a push-pull line where I say either way, such a big fan of your team, keep the good articles coming and hope you're staying safe with everything going on during COVID.

   In Opening line personalization

5. 4:11

   So, I mean, the first email, for example, I usually do four lines. The first line is the premise of outreach and it's a personalized premise. I noticed that you have this podcast on 30MPC. I listened to this episode with Beck Holland where she drowned on about these topics. One line that stood out to me was X. “The second line, I tried to hook that what is relevant about my value prop to that level” of personalization. And I round out with the CTA and a push-pull line where I say either way, such a big fan of your team, keep the good articles coming and hope you're staying safe with everything going on during COVID. One thing I'm curious about, and I think a lot of reps struggle with, is that segue between

   In Cold email personalization

6. 4:20

   I noticed that you have this podcast on 30MPC. I listened to this episode with Beck Holland where she drowned on about these topics. One line that stood out to me was X. The second line, I tried to hook that what is relevant about my value prop to that level of personalization. “And I round out with the CTA and a push-pull line where I say either way, such a big fan” of your team, keep the good articles coming and hope you're staying safe with everything going on during COVID. One thing I'm curious about, and I think a lot of reps struggle with, is that segue between the personalization to hooking it into the value. And so I'm curious what guidance you have for folks around that.

   In Cold email calls to action

7. 4:47

   going on during COVID. One thing I'm curious about, and I think a lot of reps struggle with, is that segue between the personalization to hooking it into the value. And so I'm curious what guidance you have for folks around that. Yeah, that's a great question. “So that is the meat of where you make or break line to me.” If you only do personalization without the hook, then people are like, you just did this so you could get a meeting. Like, I don't care that I went to A&M. What does that have to do with your product? So my tips around hooking personalization to relevance is, I segment each hook line, which is the second line in the first email for me,

   In Personalization evidence standards

8. 9:06

   Unless you did something egregious, they might not remember and I don't exactly want to be like, hey, I'm the girl that you said no to like seven months ago, but I went ahead and made like seven months ago, but I went ahead and made these three changes. Like are we good now? Like I would just rather come in blanket like there's no value add to me and in the crude “messaging strategy unless you're using it strategically. So you know, in email two,” I'm replying to any thoughts and the value there is number one, because I'm doing personalized messaging, it's highlighting something that I did that was very targeted, and it's getting a little reach off of it. And then and again, it wasn't my idea. And email for I do a reply email to email

   In Reply response templates

9. 11:04

   for a second off record. I have a feeling you're going to go to my competitor. I have a feeling I blew it earlier in the sales cycle, and I didn't follow up enough. And you had to wait 48 hours for me. And like, am I am I nuts? And they'll go? Yeah. They'll open up. They're like, yeah, I am going “competitive. I'd be like, cool. I understand that. Like, I got it. I'm not even gonna fight.” If you don't mind me asking, what did they do well? So I can I can learn for next time or what did they do well in the process. So I think a little bit of that vulnerability. And again, you over index on vulnerability and you over index on your fallen the sword, it comes off

   In Objection response frameworks

10. 18:06

    usually the conversation unravels from there. I mean, is the truth. I'm not saying that as a cop out. But usually, if I do it correctly, they all of a sudden, they see me as not this rep. And they're just telling me the real story. And they're like, look, here's the thing. We're in with intercom. We're up on competitive in 2 months or renewal in 2 months. Call me back then. “I'd be like, before I make the classic mistake of asking you, give me 2 questions. Just 2 questions.” What were you looking to achieve with intercom? And against that outcome, how have you done so far? So that's usually where I'm digging in. But if they don't crack from there, usually, it's like a 95% crackdown rate is based on tone or whatever that I'd say like, like, I would try to ask them questions from there.

    In Cold-call qualification questions

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