Podcast episode
Tactical Steps to Speed Up Your Sales Cycle (Brian Lochner, Terminus)
30 Minutes to President's Club24 Sept 202436 min
Description
Get our free Account Research toolkit FOUR ACTIONABLE TAKEAWAYS Mixtape Demo: Instead of sending a full 60-minute demo recording, send short, highlight snippets that prospects can easily share and digest. Clarify Vague Terms: When prospects use broad terms like "ABM," ask them to define what it means in their context to get more specific insights. Match Test Demo: Customize demos by using the prospect’s own data to show how your product works with their top accounts, making the experience more relevant. Real-World Business Case: Use the results from the match test to build a realistic business case, avoiding inflated ROI figures and focusing on actual outcomes. PATH TO PRESIDENT’S CLUB Enterprise Account Executive @ Terminus Account Executive, Mid-Market @ Yext Senior AE, Partner @ Yext Business Development Account Manager @ Worldwide Express RESOURCES DISCUSSED Join our weekly newsletter Things you can steal 30MPC Training: 30mpc.com/training
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Do they have a incumbent already in place or is this a brand new kind of rollout for them? And of course, do they have budget in place and not just for software, but other components? How much are they spending on media? Does that mean that you guys are running SDR qualification calls in your sales cycle? “That is usually the first step before they ever get passed over to the account executives.” What are some of the keys, if I'm an SDR, to running a qualification call without burning the lead? Yeah, absolutely. In account-based marketing, we always want to ask the philosophical question, ABM means a lot of things to a lot of different people. How are you thinking about it?
We can give them a solid idea of how much you guys should probably be spending to accomplish some of those goals you told me. The account match thing is a really great thing if you sell any sort of advertising. It's something we do at 30 Minutes to Presidents Club. When I'm talking to a prospective sponsor, I will frequently ask them to send me their target account list, “and we will match it against our audience database to validate whether or not” the people they want to be getting in front of are indeed the people they would be getting in front of. What this does is for competitors who don't have the capability to do an account match, we basically ice them out because now the advertisers are like, What? You can't do that?
So what I've seen done from some other folks in the space is having these ROI calculators. And for myself, that gives me the ick. I don't know what formula is going into those calculators. So what our focus is, what we prioritize is that engagement assessment using their real data, their accounts. “There's no BSing these numbers. We know what our exact reach is into these accounts.” And then we can also put a tracking pixel on their site so we can monitor real time site engagement and say, hey, these are the accounts visiting your site. We're not personalizing the site to help convert that traffic, drive more form fills and downloads. And we're also not retargeting those folks because we don't know who those folks are.
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