How Leaders Can Clarify the Pitch, Stop Paraphrasing, and Actually Add Value | Allison Bouchard ft. Outreach

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1. 1:40

   Yes, and a three, a two, a one, I promise this episode is a lever that you can use. All right, Allison, welcome to the show. We start every single episode with your top three actionable takeaways, so let's get your three. Thank you, glad to be here. So a couple of takeaways for me related to content and messaging. “So the first is tailor the content to the persona and to the audience. So everybody says that,” what does that mean, right? To me, tailoring the content means doing enough research, where you can then distill down all of the universe of information that's out there, both in your internal network and your external network, and make it really actionable into one

   In Persona-based personalization

2. 2:03

   what does that mean, right? To me, tailoring the content means doing enough research, where you can then distill down all of the universe of information that's out there, both in your internal network and your external network, and make it really actionable into one “or two things that you want to bring to that particular persona. And that might change” depending on if you have multiple personas in your sales cycle, if you have multiple personas in the room or in the meeting that you're meeting with. So how do you tailor it? Again, I generally tell people go out and find all of that research and then come up with a singular

   In Persona-based personalization

3. 4:53

   So you don't want lengthy responses, you want very short, here's just the key takeaways. When you're talking about personalizing for the persona, so let's take a CRO persona. Got all of these things that they can do. As an outreach rep, you got all this stuff you can talk “about. The Venn diagram of where they overlap is the stuff that you should, you have to, you must” talk about. Outreach, Intedat, Apollo, ZoomInfo, Cognism, Lusha, Hunter, UpLead, Clearbit, RocketReach, Snov.io, Salesloft, Lemlist, Instantly.ai, Smartlead, Woodpecker, Reply.io, Mailshake, Artisan AI, 11x, AiSDR

   In Persona-based personalization

4. 11:46

   maybe missing the whole thing, I often tell my team, let's focus on the headline. Give me the headline. If after the headline, I need more detail to understand what's going on or to support whatever was said in the headline, then I can ask for it. “So allow people to come to you and ask for more information.” You don't have to give them all of the information upfront. And this is something I've struggled with myself. I'm a super detail-oriented person. And so I always want to give all of the information. And I've been really focused the last few years of my career on trying to really distill

   In Send-more-information objections

5. 16:37

   Then we would kind of turn it back to them and to your point earlier about, okay, what are their ideas? What are their visions? So that it's not just us kind of preaching to them on this is what you should be doing, even though that's kind of our agenda. “It's how does that fit with their own vision, and then their vision somehow comes towards us in that conversation.” And so we can kind of make it feel more like a dialogue than sort of here's our point of view, and then we're just going to leave that with you. I am a slide OCD-er, and slides are super important to me.

   In Outcome-based value propositions

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