Podcast episode
Using social proof tactics in your cold call (Terry Husayn, VP of Sales Development @ Orum)
30 Minutes to President's Club19 Oct 202227 min
Description
Join the most tactical sales newsletter in the world: https://hubs.ly/Q01-R33G0 FOUR ACTIONABLE TAKEAWAYS Call your below-the-line org. contacts to gather intel that you can bring up when having above-the-line conversations. Try to get a direct referral to your target persona, next best would be “permission to mention X’s name”, next best would be using the information from X’s conversation when contacting the target. Use “[X] said we should speak” as a simple, attention-grabbing subject line for the target persona. Document all your conversations in your CRM notes at the prospect AND account level for easy recall in future outreach. PATH TO PRESIDENT’S CLUB VP of Sales @ Orum Account Executive @ Teamable Software Head of Sales @ Neptune.io Manager, Sales Development and Operations @ CloudVelox [Acquired by VMware] RESOURCES DISCUSSED Join our weekly newsletter Things you can steal 30MPC Training: 30mpc.com/training
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So number one is do your research, and I know that sounds obvious, but the prospect should know why you're calling them, why you're calling their company, and why is now the right time to chat, and that should be within 30 seconds or they have the right to hang up on you. So there's a few ways to do this. First, account-based research, right? “Any research that's at the account level that can be used across everyone.” Prospect-based research, things like did they just join the company, right, were they at a previous company where they did really well, do they know anyone, are the ones in the same school as you? And the whole takeaway after that is, and this is where a lot of SDRs miss this, put it into the CRM once, write it down, reference it on every call.
And the other is the heard the name tossed around opener, which is mine, where you lead with context, right? One of the challenges with the permission based opener is if someone picks up the phone and you just say, hey, this is Terry from Oram, you weren't expecting my call, but can I get 27 seconds to tell you why I'm calling and then you can hang up on me, then literally “they're going to be like, okay, but I have no idea what you do.” And now they're just like, all right, this could be roll of the dice and they could be trying to sell me a fried chicken for all I know. So what you're doing is you're instead just adding, hey, I know you're CEO, right? You're basically saying like, hey, I'm in the same space as you, right? Can I give you a reason why I'm calling?
like a really quick demo is the definition of a lightning demo with like an individual contributor so that we could build some sort of groundswell, but we don't have to. And the way that we approach it is exactly the same way that we would approach any other conversations. So we still leverage that research. It's mostly account-based because if you're trying to do personalization on every IC, “that's just a lot of time,” but using the account-based research. And then the thing that's a little bit different, Nick, is we always know what the objection is gonna be. I'm not the right person. I don't have power, right? And so we're always in the process saying, hey, totally understand that you're probably not the one making the final decisions on technology
Intedat, Apollo, ZoomInfo, Cognism, Lusha, Hunter, UpLead, Clearbit, RocketReach, Seamless, Instantly.ai, Smartlead, Woodpecker, Reply.io, Mailshake, Artisan AI, 11x, AiSDR “And I always tell SDRs, like, don't put work on them. Right? Like, this is why account-based research is so important. We do it once.” As I might say, well, hey, Nick, it was great to chat with you. I appreciate this. I think our solution, actually, based off what you mentioned, you know, might be a fit. This is what we do. Short 30-second, 60-second pitch. Do you mind introducing me to Armand? Right? I see that he's the director of recruiting. Right? So you would go ahead and lean into that.
“So your number one preference is I get Nick to introduce me to Armand, right?”
What goes into that first email, and then the follow up touches in that referral sequence. “So in this case, you know, it might be like, hey, I'm emailing you Armand, Nick said we should talk. Hope all is well. Nick said we should talk. I'd love to show you what we're doing in Orem and why Nick passed me your name. Do you have time over the next few days?”
if that next person doesn't pick up the phone, send them an email with the subject line. Nick said we should speak. And then lastly, number four, take all of that intel that you get in addition to that account level research and the prospect level research and put it all in one “page when you're dialing so you can constantly build your understanding of the account and use” that as ammo in every cold call. Alrighty, Nick, how could people help us out here? Let Terry know if you liked the episode. At the end, he said, guys, did I do a good job? And I said, I thought you did. But let's let the audience be the verdict. So if you enjoyed
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