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How to Get Outbound Sales Development Cadences Right - Operatix
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Let’s dive into Michael’s outbound sales cadence strategy! “When people think of 30 touches, often they’re thinking of having 30 conversations. That’s not it. It can take 30 touches, essentially, to have one conversation.” Michael Hanson – Founder and Sales Consultant at Growth Genie
“Pre-pandemic, the average connect rate for a cold call was about 4%.” That has actually increased by about 1% — which doesn’t sound like much, but has huge implications for your outbound sales cadences and how to get them right.
Pre-pandemic, the average connect rate for a cold call was about 4%. “That has actually increased by about 1% — which doesn’t sound like much, but has huge implications for your outbound sales cadences and how to get them right.” Recently on B2B Revenue Acceleration, we spoke with Michael Hanson, Founder and Sales Consultant at Growth Genie, a master of outbound sales cadences.
Recently on B2B Revenue Acceleration, we spoke with Michael Hanson, Founder and Sales Consultant at Growth Genie, a master of outbound sales cadences. ““When companies outsource a challenge, they don’t have good playbooks, cadences, and messaging in place,” Michael observed.” Growth Genie can act as a virtual SDR manager, as well as helping companies optimize their cadences and playbooks.
“When people think of 30 touches, often they’re thinking of having 30 conversations. That’s not it. It can take 30 touches, essentially, to have one conversation,” Michael said. “Don’t ask for a meeting on the first email or LinkedIn message. Just ask relevant questions or share a bit of relevant content.” Other types of touches to consider are LinkedIn voice notes (a quick way to scale personalization), videos can take a long time – but this is a quick option, and LinkedIn surveys or polls (easy to respond to, great data about pain points) – purely asking for feedback on a questionnaire of pain points, so you can make the message specific.
Michael sits somewhere in the middle of these. “He explains that the key is when you have your data list, segregate it – into triggers, job titles and industries etc., this will lead to more success from your messaging.” For your best leads (best fitting companies) use hyper personalisation.
In Segmentation
Your messaging needs to be pro if you’re going to automate. “One way to do that is to build trigger events into the messaging.” Basically, you segregate your list and build messaging around different triggers like job titles and industries. Your best leads deserve hyper-personalization, of course.