Podcast episode
Part 2: Weaving showmanship into your sales process (Vin Matano, Sr. Account Executive IC-5 @ Demandbase)
30 Minutes to President's Club26 Apr 202329 min
Description
Join the most tactical sales newsletter in the world: https://hubs.ly/Q01-R33G0 Download Vin's 5 Emails from Prospecting to Close FOUR ACTIONABLE TAKEAWAYS Keep your multithreading separate to first establish direct lines of communication, and then weave them together later. Once you have the group threaded together, separate out the master recap email from individual recap emails. Put on a show! Vin used the number 282 to start a presentation, which was the number of LMS providers on G2 crowd, and the person who guessed the number correctly received a bottle of wine. Attach discount percentages to levers so prospects have control over how they can buy themselves a discount. PATH TO PRESIDENT’S CLUB Sr. Account Executive IC-5 @ Demandbase Strategic Advisor @ Aligned Strategic Partner @ Outplay RESOURCES DISCUSSED Join our weekly newsletter Things you can steal 30MPC Training: 30mpc.com/training
Show moreShow less
Listen
Loading the recording
0:000:00
This recording could not be loaded.Open the audio file
Quoted on this wiki
Every place a page here uses this source, in the order the words come in it.
with your stuff, you're 5x more likely to close the deal. And so we're very hyper-focused on multi-threading here at Demandbase. One of the biggest departments we try to get multi-threaded into is sales, right? So whenever we have sales involved, we want to make sure that we can get some one-on-one time with them. And so I have a template that I like to use. In one scenario, “I was working a deal through marketing first. I asked to get intro'd into their sales team” so we can highlight the sales processes. They intro'd me. We have a time set up on the calendar. I will send this email to this individual. I said, hey prospect, given your role as the VP of business development, I'm sure you're most interested in InCircle. If not, let me know if there's anything specific you'd like to see during tomorrow's call and I'll add it to the agenda.
I will send this email to this individual. I said, hey prospect, given your role as the VP of business development, I'm sure you're most interested in InCircle. If not, let me know if there's anything specific you'd like to see during tomorrow's call and I'll add it to the agenda. Very simple. Now, the way that I personalize that, right, because I said I never send templates “without personalizing, is I'll add something to the first paragraph of that email. In this scenario,” I was meeting with a new VP of business development. He was only there for a month or so. I called that out. I said, hey, I just noticed you joined the team. Congratulations. One of my favorite books when I joined a new company is The First 90 Days. So I wanted to send that to you virtually. And so I sent him a link via Sendoso so he can claim that book. He wound up loving that. It's actually his favorite book. He's read it before.
& The Daily Show. How do you weave those individuals into your sales cycle? How do you keep them engaged in the sales cycle? Do you prefer to handle that conversation separately and keep two threads separate? Do you prefer to fold them into the broader conversation? How do you actually weave those individuals into your sales cycle once you get a hold of them? So, before I actually meet with them, I will keep it separate. “And I'm not trying to go over my prospects head, my main contacts head.” Really what I'm doing is just introducing myself and just making sure that I can get the most accurate agenda on the calendar. So this should not be offending your prospect. But if you use that exact template, you're basically just trying to make sure that the agenda is good. Because at the end of the day, your champion is bringing on this person. So they want the call to be really good too. So I'll reach out to them directly one-off.
Now if I don't get a response, that might be the unfortunate truth. And so I'll start the call by saying, hey, VP of business development. We talked a lot with your marketing counterparts and we talked about X, Y, and Z. This is how it would affect your business. I know, of course, this is just focused on marketing. Today's goal is to focus more on the sales process. So I'd love to better understand that. “And so that kind of opens the door for more discovery and it allows you to then personalize” your demo based on the feedback you are getting in advance. And if you could get one-on-one time with the marketer beforehand or whoever your contact is and maybe they can give you some insider info like, hey, I know that person really cares about X, Y, and Z. Definitely put that on your slides. That would be ideal.
And then your champion is your channel through which you're reaching these other contacts. But what you're doing is two things. Number one, as you're multi-threading, you are keeping the lines separate so that you have multiple threads that you can call on individually. “Because you have a direct line of access to them in the case that one of those lines snaps.” And then number two, in the case that one of those lines turns sour or asks a bunch of technical questions or might be a blocker, you're not bringing all of their concerns into the master thread of every single person that's in that deal cycle.
And then number two, in the case that one of those lines turns sour or asks a bunch of technical questions or might be a blocker, you're not bringing all of their concerns into the master thread of every single person that's in that deal cycle. “You're isolating them out and almost multi-threading them separately from the deal cycle in case they end up being a blocker inside of your sale.” Yeah, well, it's a layup, right? If they mention something that is worth a deeper conversation, you'd be silly not to use that as a one-off email to try to get time with them. If you just put it in the big email, that's going to get lost in the sauce. You're never going to hear from them. Then I want to ask you about something that you put in the prep doc.