Hall of Fame: Ryan Reisert

Description

Listen

Quoted on this wiki

Every place a page here uses this source, in the order the words come in it.

1. 14:52

   and you map it against this idea of the different types of personas, which is like someone could be phone validated, email validated, but not social validated, or phone validated, not email validated, and social validated, et cetera. You can do all the combos of that, and you run it against that. There's just so much waste in that model. You're doing all these activities to people that will never actually see that engagement. “A better way to do this is to run an initial validation sequence,” which would just be phone first, Your first set of attempts is a combo across the three. Let's make a dial, let's send an email, let's check their LinkedIn profile. When I make a dial, I'm going to document the path and the outcome. The path gets me, is it direct? Does it go through a human? Do I have to document a tree?

   In Market-entry validation

2. 15:25

   When I make a dial, I'm going to document the path and the outcome. The path gets me, is it direct? Does it go through a human? Do I have to document a tree? Press 1, 3, 4, 5, pound, you actually put that in your system. And then, outcome, valid, not valid, right? If it's not one of those, you don't call it again. “So that's the phone validation, email, did it deliver, social, are they active?” If you check all those boxes, once you've gone through that, phone, you should still go up to five more times, assuming you have a phone validated record that's worth calling. It gets to their voicemail and worth calling. If not, then you can start to activate the other leads. And so in that very first attempt, you're documenting path and outcome.

   In Contact verification

3. 18:25

   phone? The reality is there's lots of different ways to open a call. Essentially, if this is truly the first time I've gotten you on the phone, it's, you know, hey, this is Ryan Reiser. You and I have never spoken before. This is actually the first time I've reached you. “Do you mind if I take a half a minute to share exactly why I called?” So that's the main opener that we're using when we do our live show these days. But there's so many variations of this. There's been a time where I literally take Josh Braun has like 15 call openers. I put it on a spinning wheel and I go call for call for call. I spin it and I and I run it. The reality is an opener is not that important.

   In Cold call openers

4. 19:20

   We joke. We have one where it's like, hey, Nick, the reason why we're calling you is you're the third step in my sequencer and it told me to call you today and just shut up. Wait, what? You know? Yeah. My sequencer said I was supposed to call you. Do you have a minute? Sure. You know, so like we joke around this stuff all the time, but it's about being consistent confidence. “Now, the reason why you want to do that is you can start to measure if you're falling” off in your opener or are you actually getting through to the purpose of or the intent of your call, right? The value pitch and really what we want to try to optimize for when we're cold calling is a completion and a completion is it could be a yes. Take a meeting. It could be a no with a real strong reason why it could be a not now.

   In Cold call openers

5. 22:35

   You, Nick, you get a little bit faster. I'd match your tone. Armand might be a little bit more deliberate, and I'd slow down a little bit for him. “So, those are things that are really advanced, but in the very, very beginning, you want to really slow down, be very clear so people aren't saying who, what, what is this about, why are you calling?” If you're getting that, you're probably not being really clear. You want to establish this two-way dialogue so that you can get past hello and get into the actual purpose or intent of the conversation. What I think is really interesting about this is when you think about when you are making cold calls, you are prepared for that cold call.

   In Cold call openers

6. 27:41

   of those sales interactions, you're leading up front with what the next step would be. So when you're kicking off a demo, you're saying, hey, usually this goes one of two ways. You might hate the demo, you might like it and decide you wanna learn more. If that's the case, typically what folks will do next is A, B, or C. And you're actually sort of doing that in this micro interaction “where you are priming them up front” that the outcome you are looking for from this call is to have a scheduled meeting with them. You're seeding it and you're giving them a chance to again, calibrate to, cause it probably takes 15 seconds for them to be like, all right, I'm actually focused on this call. So you're seeding, I am calling to set a meeting with you. That's the outcome we want from cold calling.

   In Cold call openers

7. 28:17

   So you're seeding, I am calling to set a meeting with you. That's the outcome we want from cold calling. You are seeding, I want to set a meeting with you. And then they say, okay. And they acknowledge that that's what you're looking for. Well, tell me what this is about. And boom, now you have gotten permission to tell them what this is about. It's really brilliant. “You're getting a double permission, right?” So most people think about a permission-based opener of like, hey, do you have time to talk? Sure, I'll give you a 30 seconds. Well, 30 seconds is enough to actually set that stage. So it's like, perfect. The only reason I'm calling is to see if it makes sense for us to take some time to meet. How's your schedule? Like, wait, wait, wait, hold on. Why? Why would I want to do that? Now you're getting them intrigued and you're getting that second level of permission.

   In Cold call openers