Podcast episode
Find Top 1% Sellers with Proven Outbound Recruiting Tactics (Armand Farrokh, 30MPC)
30 Minutes to President's Club26 Sept 202440 min
Description
TOP ACTIONABLE SALES TAKEAWAYS: Connect with your team: Be connected with everyone at your company to easily back-channel info about candidates through mutual connections. Three-step candidate drip: Use a three-message drip when outbounding candidates—intro, bubble-up, and ask for referrals if they aren’t interested. Mini-pitch framework: Pitch by sharing your personal story, explaining your team’s philosophy, and highlighting what impressed you about the candidate. Sell before screening: Don’t grill outbound candidates. Ask them to brag about what sets them apart, and judge their quality based on that. ARMAND'S PATH TO PRESIDENTS CLUB: Founder @ 30MPC VP of Sales @ Pave Director of Sales @ Carta RESOURCES DISCUSSED: Join our weekly newsletter Things you can steal 30MPC Training: 30mpc.com/training
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I just wanted to share a couple of things about our sales work to leave behind for you just in case you end up looking. So number one, here's how many reps we have. Here is our funding. Here was our average team attainment. And here's the type of person we're looking for. If not you, is there anyone else who you know might be looking? “And that would oftentimes either get me a response or get me a referral.” What was the spacing from a time perspective in between each of those messages? Yeah, very similar to the first couple of steps in an outbound drip. It was usually day one, day three. And then I would usually wait for it to jump to the next week, three or four more days. And that would usually be day six or seven.
would normally send inside of a message, like, we have amazing benefits. This is the type of team we're trying to build. Seven bullets on that. And instead, I actually keep that in the job description under my title of head of sales or eventually VP of sales at Pave. “So for example, I would send the simple three by three message” of notice this about you. Very short sentence on what we're building. Are you open to hearing more? But then if they clicked on my profile and they looked at my Pave job description, I would usually have a longer description, which is my goal is to build a world-class sales team at Pave. We currently have three AEs, and we're growing to eight. Here's what we're all about. Boom, boom, boom, and boom.
Seven bullets on that. And instead, I actually keep that in the job description under my title of head of sales or eventually VP of sales at Pave. So for example, I would send the simple three by three message of notice this about you. Very short sentence on what we're building. Are you open to hearing more? But then if they clicked on my profile and they looked at my Pave job “description, I would usually have a longer description,” which is my goal is to build a world-class sales team at Pave. We currently have three AEs, and we're growing to eight. Here's what we're all about. Boom, boom, boom, and boom. And we would often talk about things like we're building a team of reps who know how to sell in a way that doesn't feel like selling.
And so the team got much, much bigger, and things started to scale to the point where you had recruiters who were doing outbound. Talk to me about how you worked those recruiters to help you still get really great talent. I have two types of SDRs. I have SDRs that find deals, and I have SDRs that find people. “Recruiters are my SDRs that find people.” So what I did is I pushed really, really hard to get a dedicated sourcer for the go-to-market function because I knew how to work outbounders better than the engineering team would. And I was like, I want someone all to my own that I can have and put on an outbound metric quota to go find people. And so there's this girl. Her name was Olivia. She's awesome. She's actually an SDR at Rippling right now
Put 10 people that you know, whether or not they're looking in the spreadsheet and you need proof that you've sent them the first message before you leave this room. Otherwise you're staying in the room. And times eight AEs led to 80 warm referrals led to one way better candidate quality “and to a much higher conversion.” I had like more interviews than I could possibly know what to do with by the sourcing jams and the outbound sourcers. What other type of recruiter, which would be a recruiting agency, it sounds like you were working with in-house recruiters, what's your take on agencies and how you might work with them? So agencies are, ugh, they're like really hit or miss.
If you get answers like, I sell value, or I ask the hard questions, I'll unpack them. If they can't give me tactical answers, I'm like, ah, you don't actually know your stuff. But you have to lean with curiosity. You sell value, that sounds awesome. How do you actually go about doing that? Where does that happen? “Does it happen on a discovery call?” Is it the way you ask questions? What are the types of questions you ask? And you'll just act curious about how they're successful. But if they can't actually explain how they're successful, then I know it's probably not the right candidate. Awesome, that's really smart. What you do is you say, hey, you're better than everybody else, clearly. It's actually why I reached out. What sets you apart?
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