Podcast episode
What Great Sales Teams DO DIFFERENTLY: Pain Chain First, Outbound Second | Mark Kosoglow
30 Minutes to President's Club29 May 202533 min
Description
Mark Kosoglow reveals why most outbound fails before it even starts and how identifying the pain chain can radically improve your team’s results. 🎙 ACTIONABLE TAKEAWAYS: Define your ICP by real problems, not just data, to find the right prospects. Understand where prospects are in the buyer’s journey before asking for meetings. Use a “pain chain” of educational messages to move prospects from unaware to aware. Offer valuable insights or audits instead of just asking for meetings. MARK’S PATH TO PRESIDENTS CLUB: Co-Founder/CEO @ Operator Chief Revenue Officer @ Catalyst Software RESOURCES DISCUSSED: Join our weekly newsletter Things you can steal Save $50 on any 30MPC course with code “PODCAST” 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 now we can match those two together. And if somebody's in aware, we send them aware-based messaging, trying to move them into consideration, not trying to book a meeting. Once we see signs of them moving into consideration, which might be downloading a case study, or there's some action that they're taking that says, hey, I'm looking at this. “Then we start to hit them with more sales messaging to book a meeting.” So let's start at the top of the top of the funnel, maybe. What would be an example of something that you would look for in a law firm that would
of touch points that have soft CTAs that provide value, that provide help, that give you content, give you resources, point people in directions. That would be a signal that if they clicked on it, they might be considering something. If they click and go, we measure all that kind of stuff. “Now we know we can start asking for meetings and put them in those more sales oriented” sequence. If they're not, then we put them in a more marketing, nurture, education type of sequence that's meant to help them get to that awareness phase. I run our newsletter at 30 Minutes to President's Club, which very much functions like a blog. And I get a million and one people reaching out to me saying, we do these SEO services. Do you want to look at our SEO services?
give you resources, point people in directions. That would be a signal that if they clicked on it, they might be considering something. If they click and go, we measure all that kind of stuff. Now we know we can start asking for meetings and put them in those more sales oriented sequence. “If they're not, then we put them in a more marketing, nurture, education type of sequence” that's meant to help them get to that awareness phase. I run our newsletter at 30 Minutes to President's Club, which very much functions like a blog. And I get a million and one people reaching out to me saying, we do these SEO services. Do you want to look at our SEO services? The problem is I've never even considered buying SEO optimization services because I just get a bunch of spam emails about it.
because don't forget what we're doing is we're not fishing for replies and meetings in a pain chain. We're looking for, can we get them to do something to get value that indicates that they're more mature or they're progressing in their buyer's journey. Once they download the first thing, then we move them to aware. Now we know they're aware. Now let's create content that says, “I might want to consider this, a buyer's guide” or feature parody matrix or whatever, right? Now they're considering. And then that's when we hit them for the meeting. We might not get a huge reply rate or whatever for that early pain chain education. But what we're doing though, is we're now moving those people getting signals and moving them into a direct safe. So when we're asking for the meeting,
like hammer and nail and prospecting, what I'm doing is every single day when I open up my prospecting tasks, I'm starting with anyone who's opened an email more than three times or has clicked on one of the links in the email. And when that happens, I have a decision where I can either choose to make a cold call, I can choose to drop that sequence “and put them into an aware sequence,” and I can do some of this stuff manually or I can send a one-off message outside of the traditional sequence. But you can do that. Essentially what you're doing is you're educating them on the problem until they click something or they open something a couple of times and that's when you're going in for the kill. You're asking for the meeting. When I say, listen, a sales rep has to create their own demand.
Mark, amazing show. Everyone hang up for a 60 second recap coming up soon. Alrighty, Mark, it's time for a two by two recap from this episode with you. What do you have for your two? Number one, please send checks or money order to Mark Costolo, a Venmo. He's a Venmo. That's good. That's thank you. “I think number one is if you are defining your ICP solely by firmographic and technographic data, you are hoping to find good customers rather than doing the work it takes to know this should be my customer and I need to go find them.” My one boss, Matt Millen, always used to say, we got insulin, they got diabetes, what would prevent us from saving their life? Nothing. That's how you need to think about the prospects that absolutely must have you to fix their problems. And then number two is respect that buyer's journey.
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