Podcast episode
Using hypothesis-driven discovery to uncover winning zones (Danilo Capric, Sr. Account Executive @ Databricks)
30 Minutes to President's Club20 Sept 202331 min
Description
Download Danilo's Hypothesis-Driven Disco Call Framework FOUR ACTIONABLE TAKEAWAYS 5 ways to research a prospect: [1] LinkedIn [2] Google search [3] podcast appearances on Listennotes.com [4] social channels [5] If they're a Ph.D., Google their name + “dissertation” Use that research in the first 2 minutes of the call. Start with their big business goals, then raise the problems and outcomes that YOU can solve to narrow them into your winning zone. Bucket your buyers with a market approach technique. You’re either a lean team putting together best-in-breed point solutions to cover your gaps or a mature team that wants an all-in-one solution. Which are you? PATH TO PRESIDENT’S CLUB Sr. Account Executive @ Databricks Co-founder @ B2B Syndicate Flex Adjunct Sales Coach @ Satellite Account Executive, Named Accounts @ New Relic, Inc. RESOURCES DISCUSSED Join our weekly newsletter Things you can steal 30MPC Training: 30mpc.com/training
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So number one is to research your prospect as much as you research the actual company. So at a minimum, sellers should be Google news searching and Google searching the first and last name of their prospect. Number two, they should be looking for a website called ListenNotes.com where they can actually type in the name of anybody and find a list of podcasts that they've appeared on. “Number three is look for their social media channels.” You'll be super surprised to understand who has Twitter, who's on IG and what you can find from scanning those channels. And then last but not least, one of my favorites. If you're prospecting to anyone that has a PhD, Google search their name, the university they went to and the word dissertation. If you can show up to a call or even include in a cold email snippets about their research
the context has been. So a real example I can give you is there was a CEO I was trying to prospect of a healthcare company. And I found a podcast that he was on from ListenNotes.com. And so what I did was I listened and I found out his personal story on why he decided to get into the healthcare business. And it had to do with something in his childhood. So using that, “I crafted a personalized video actually, where I use some of the things I learned in the podcast” and actually included that in the video. And so that's going to help me again, stand out from 99% of other people who just wouldn't go that extra mile to do that. So that's how I'd approach the time investment. But also how do you use those insights to actually form your outreach or use
already got some use cases in production, whatever. And those organizations we're seeing, they like to have a data platform that does everything. And then I'll put it on them and I'll say, I get the sense that you guys are either one or two, whatever it is, but then I ask them to confirm which one do you feel like is you or best describes your organization? “And that answer they give me is going to allow them to either disqualify themselves” because personally, I'm not interested in speaking with folks that have the number one identification. If they're best of breed, maybe we can plug into one area. But for me as a seller, I'm looking for organizations that are trying to increase their maturity or are already mature and want that whole platform approach. So that's literally what I say on the call.
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