111: Why People Hate Cold Calls w/ Jason Bay

WEBVTT 1 00:00:00.080 --> 00:00:04.000 The whole point of making a cold call, sending a called the email, 2 00:00:04.080 --> 00:00:08.070 doing out the whole point is to start conversations and if we can focus more 3 00:00:08.109 --> 00:00:12.470 on getting the person to reply to an email or get them to talk to 4 00:00:12.630 --> 00:00:15.390 us, so we can get past the first thirty seconds of a cold call, 5 00:00:15.830 --> 00:00:19.949 there's less pressure on you. As a wrap. You were listening to 6 00:00:20.070 --> 00:00:25.140 be to be revenue acceleration, a podcast dedicated to helping software executive stay on 7 00:00:25.179 --> 00:00:28.940 the cutting edge of sales and marketing in their industry. Let's get into the 8 00:00:28.980 --> 00:00:33.259 show. Hi, welcome to be to be a revenue acceleration. My name 9 00:00:33.259 --> 00:00:38.090 is Ohayamoutier and I'm here today with Jason Bay, Chief Prospecting Officer, at 10 00:00:38.130 --> 00:00:41.329 least full prospecting. I was it going today? Jason? Right, it's 11 00:00:41.369 --> 00:00:44.369 going good. Man. We were talking about beer before this, so you 12 00:00:44.450 --> 00:00:49.450 got me like. I'm ready for it, Dude. It's a Friday for 13 00:00:49.570 --> 00:00:53.399 the people listening to us is it's five pm for me in London. It's 14 00:00:53.479 --> 00:00:57.759 nine am from Jason, I believe on the West Coast. And Yeah, 15 00:00:57.799 --> 00:01:00.439 we just were just speaking about bills, because this is what you've got to 16 00:01:00.479 --> 00:01:03.040 do on Friday. We walk five days so it's to get a few bars 17 00:01:03.079 --> 00:01:07.390 on Friday. I guess that's the D W T right exactly. Ye Have 18 00:01:07.510 --> 00:01:11.109 you grind all a week to get to that Friday and just shut it off. 19 00:01:11.150 --> 00:01:12.590 Hopefully, if you're listening to see, you get a chance to shut 20 00:01:12.629 --> 00:01:15.109 it off over the weekend. And as I was saying to you, Jason, 21 00:01:15.150 --> 00:01:19.340 actually I came across just through a pot get. There was reasoning and 22 00:01:19.500 --> 00:01:22.620 I think you did that less show with John Burrows and you five. The 23 00:01:22.700 --> 00:01:25.659 first time I listen to your voice I was having a few girls myself on 24 00:01:25.900 --> 00:01:30.099 Holy Day, relaxing on my son bed, listening to you and John Kicking 25 00:01:30.180 --> 00:01:33.810 some great stuff around, cool cutting and says and be DAS and stuff. 26 00:01:33.810 --> 00:01:36.250 I think. Well, we were thinking around bills. The next thing we 27 00:01:36.370 --> 00:01:40.930 beetween if if we need to make sure it's somewhere other is bills. Absolutely 28 00:01:42.250 --> 00:01:45.609 so today we'll speak about the Turpy at I you know you absolutely love, 29 00:01:46.049 --> 00:01:49.439 which is cool. Cool. Why do people ate them? But before we 30 00:01:49.519 --> 00:01:53.439 get into the topic and get into the conversation, would you mind, Jason, 31 00:01:53.519 --> 00:01:56.519 telling us a little bit more about shall self and the company you represent, 32 00:01:56.680 --> 00:02:00.319 place food prospecting. Yeah, so the way that I got into sales 33 00:02:00.560 --> 00:02:02.349 was two thousand and eight. I was a freshman. We call it college 34 00:02:02.390 --> 00:02:06.709 here, you guys call it university, and I was going to be a 35 00:02:06.750 --> 00:02:07.669 friends of scientist. That's what I wanted to do, is work, and 36 00:02:07.710 --> 00:02:10.789 I laughed getting the law enforcement that sort of thing. And I sort of 37 00:02:10.830 --> 00:02:15.550 got into sales accidentally, like most people do. And I work for a 38 00:02:15.669 --> 00:02:20.219 company where they teach university students how to run a house painting business. And 39 00:02:20.379 --> 00:02:23.139 what I didn't know in that job is that when I started that I would 40 00:02:23.139 --> 00:02:25.259 be going door to door. So I my first sales experience was going door 41 00:02:25.300 --> 00:02:30.210 to door. The average paint job was around three to five thousand dollars us, 42 00:02:30.330 --> 00:02:34.370 so is a decent purchase. But I hired a bunch of my friends 43 00:02:34.370 --> 00:02:38.370 to go out and go like door knocking for me right and I learned a 44 00:02:38.409 --> 00:02:42.210 lot of really interesting things during that time that I think really applied a to 45 00:02:42.330 --> 00:02:46.879 business, to business as well, and one of them was I thought that 46 00:02:46.000 --> 00:02:50.960 if I focused on the houses that needed painting that I was going to have 47 00:02:51.000 --> 00:02:53.680 a lot of success in those neighborhoods of eight or nine out of every ten 48 00:02:53.719 --> 00:02:55.719 houses had peeling pain on it. But what I found out is that just 49 00:02:55.840 --> 00:03:00.349 because someone needs something doesn't mean that they want it or can afford it, 50 00:03:00.710 --> 00:03:04.229 you know, which I think is a really important lesson and B to be 51 00:03:04.349 --> 00:03:07.430 because we have so much more data right we can research a company, look 52 00:03:07.430 --> 00:03:10.310 at the people and just because someone needs your product or service doesn't mean that 53 00:03:10.469 --> 00:03:14.060 they want it or have budget for it, you know. So we got 54 00:03:14.099 --> 00:03:15.860 to be a little more we can get into that a little bit more, 55 00:03:16.340 --> 00:03:20.939 I guess, intentional about how we target those companies. The other thing that 56 00:03:20.979 --> 00:03:23.659 I learned to this is another really important lesson, especially for cold calling, 57 00:03:24.219 --> 00:03:28.969 is that when I would talk to people at the door and it'd say hey, 58 00:03:29.250 --> 00:03:30.409 Ray, you know thice to meet you me. I love to like 59 00:03:30.530 --> 00:03:34.169 paint your house. You were painting a bunch of houses is summer. No 60 00:03:34.210 --> 00:03:37.449 one was interested in talking to me about that. But if instead I focused 61 00:03:37.490 --> 00:03:40.169 on the free estimate and the peeling paint that I noticed up on the face 62 00:03:40.210 --> 00:03:44.479 ship boards up there, people were a lot more receptive to talking to me 63 00:03:44.759 --> 00:03:46.080 when they didn't feel like I was trying to sell them the very first time 64 00:03:46.080 --> 00:03:50.360 that I meet them again. How does that relate to be to be well, 65 00:03:50.400 --> 00:03:53.080 a lot of times when we're cold calling. What makes it really tough 66 00:03:53.719 --> 00:03:57.789 is if we start talking about our product or service. That's a sales conversation 67 00:03:58.069 --> 00:04:01.669 and we have to separate those two. Prospecting the whole point of making a 68 00:04:01.830 --> 00:04:04.710 cold call, sending our cold email, doing outbound, the whole point is 69 00:04:04.750 --> 00:04:09.949 to start conversations and if we can focus more on getting the person to reply 70 00:04:10.060 --> 00:04:14.020 to an email or get them to talk to us so we can get past 71 00:04:14.139 --> 00:04:16.980 the first thirty seconds of a cold call, there's less pressure on you as 72 00:04:17.019 --> 00:04:20.699 a wrap because you're just trying to get the other person to talk. If 73 00:04:20.740 --> 00:04:24.060 they don't get into a conversation with either, are never going to take a 74 00:04:24.100 --> 00:04:27.689 meeting right. So I learned that as a nineteen year old kid with braces. 75 00:04:27.810 --> 00:04:30.089 They are selling house spinning services. In the way I got into what 76 00:04:30.129 --> 00:04:32.529 we do. It post for prospecting was in two thousand and thirteen. I 77 00:04:32.569 --> 00:04:34.769 left that company. I work with him for a long time as a sales 78 00:04:34.810 --> 00:04:38.839 manager of EP of sales and then spend some time in their marketing department. 79 00:04:39.199 --> 00:04:43.279 I really wanted to help other companies figure out this outbound thing and formerly with 80 00:04:43.399 --> 00:04:47.160 possible prospect and we've been in business two thousand and seventeen working with professional services 81 00:04:47.240 --> 00:04:51.399 companies and SASS companies, helping them kind of remove the sack from outbound by 82 00:04:51.560 --> 00:04:55.910 doing it in a more customer centric way. That makes sense that. I 83 00:04:56.110 --> 00:04:58.990 love the fact that you started by don't to doll selling. This is what 84 00:04:59.149 --> 00:05:02.069 got me started in the space. I mean I was technically over qualified to 85 00:05:02.189 --> 00:05:05.550 be Bediz. Yeah, got me engineering degree and then I went to a 86 00:05:05.629 --> 00:05:11.100 business school, but I was sent to England to learn English by your company 87 00:05:11.180 --> 00:05:14.980 that that was working for in Paris, and then the units that I was 88 00:05:15.060 --> 00:05:17.139 working for, God moved some of the places in the world, so I 89 00:05:17.180 --> 00:05:19.459 couldn't not go back for that job. So I was kind of free and 90 00:05:19.540 --> 00:05:24.850 I was reading a lot of biography of super successful people, like CEOS and 91 00:05:24.889 --> 00:05:28.250 stuff like that. But then, and most of them said, look Dall 92 00:05:28.329 --> 00:05:32.569 to door selling, Tailey marketing, recruitment, like, if you start your 93 00:05:32.649 --> 00:05:36.920 Cara in that, enjoy it and are good at it, that's what made 94 00:05:36.959 --> 00:05:41.199 us the Seeo that that makes some that that makes people. So I just 95 00:05:41.279 --> 00:05:43.519 look to myself, you know what, I'm just going to do that for 96 00:05:43.720 --> 00:05:46.240 six months, like military service. I want to do it like a good 97 00:05:46.319 --> 00:05:49.310 can see if I'm good at it. See from joy, get that experience, 98 00:05:49.550 --> 00:05:53.389 also working in the U K and stuff like that, and yeah, 99 00:05:53.389 --> 00:05:56.629 I am now. I do appreciate what you are saying about foster of WHO 100 00:05:57.149 --> 00:06:00.509 getting into it. You get into it without too much training and, particularly 101 00:06:00.629 --> 00:06:03.579 when I started at young get much training. In fact, Linkedin was not 102 00:06:03.699 --> 00:06:08.019 really even the source back then. You had to go through the euro pages 103 00:06:08.060 --> 00:06:11.180 and stuff. But then you find no way and every single thing you find 104 00:06:11.259 --> 00:06:14.819 something that works. It's like when you play offer you are not really good, 105 00:06:15.060 --> 00:06:16.579 you just remember the good shot and that's what makes you come back the 106 00:06:16.660 --> 00:06:20.610 next day. You just that. There is a sort of rush every single 107 00:06:20.689 --> 00:06:25.170 time you find a new strategy on new tactic and the dough to do I 108 00:06:25.290 --> 00:06:28.250 think is great. But anyway, let's go into the conversation. But I 109 00:06:28.329 --> 00:06:30.290 love your background. So coldcutting is a bit of a dirty town right. 110 00:06:30.370 --> 00:06:33.959 Nobody likes to speak about it, but I personally believe, and I think 111 00:06:34.079 --> 00:06:36.759 you know I was reading some of the report from the bridge group, they 112 00:06:36.800 --> 00:06:41.160 would bag that up and we know it's probably one of the most efficient way 113 00:06:41.199 --> 00:06:44.959 to create pipeline. must more efficient than email. Of course there is lots 114 00:06:45.000 --> 00:06:48.430 of us. Are Techniques like events and intent marketing and your website and lots 115 00:06:48.430 --> 00:06:53.029 of great stuff, but I would like to get your sorts on cold cutting 116 00:06:53.149 --> 00:06:57.430 is an effective way to drive pipeline? Yeah, absolutely. The data speaks 117 00:06:57.430 --> 00:06:59.949 for itself. I Love Bridge Group and all the stuff that they do, 118 00:07:00.149 --> 00:07:02.060 but I think you get a step back and think about a couple things in 119 00:07:02.180 --> 00:07:06.300 terms of so I call this prospecting narcissism. Right, you brought this up 120 00:07:06.420 --> 00:07:11.100 where we talked about our products or service, and that's really a symptom of 121 00:07:11.259 --> 00:07:15.730 the approach being about what we want from the prospect as sales people. And 122 00:07:15.810 --> 00:07:19.089 when we approach it that way, we don't think about what the exper dances 123 00:07:19.170 --> 00:07:23.769 like on the receiving end of a call, of an email, etc. 124 00:07:24.449 --> 00:07:27.250 So what we need to think about is how, what experience are we creating 125 00:07:27.290 --> 00:07:30.480 for the person on the receiving end of this? So if we were thinking 126 00:07:30.560 --> 00:07:33.519 user experience, the same thing that a product team would think about when they 127 00:07:33.600 --> 00:07:39.839 create outreach or sales loft or HBO or an Apple Product Whatever. They put 128 00:07:39.920 --> 00:07:43.360 themselves in the shoes of the people using it. So if you put yourselves 129 00:07:43.399 --> 00:07:46.709 in the shoes of the prospect, what do we know about People's communication preferences. 130 00:07:46.790 --> 00:07:49.230 Well, some people like emails, some people like phones, some people 131 00:07:49.310 --> 00:07:54.230 like social some people like to text. You don't know what that is for 132 00:07:54.310 --> 00:07:58.149 your buyer. So if you only rely on email, which that would work 133 00:07:58.189 --> 00:08:00.139 on me, by the way, I'm not going to ever pick up a 134 00:08:00.220 --> 00:08:01.459 cold call. I just don't. I don't have time for it. I 135 00:08:01.540 --> 00:08:05.620 have my phone is on, do not disturb most of the day. I 136 00:08:05.740 --> 00:08:07.420 don't want that inbound kind of stuff. But you know what, a lot 137 00:08:07.459 --> 00:08:11.660 of people would much prefer a phone call. They're like, it's way quicker 138 00:08:11.699 --> 00:08:15.089 for them. That's if they don't know what those preferences are. So that's 139 00:08:15.170 --> 00:08:18.170 that's really the big reason for the phone is you're eating people in a channel 140 00:08:18.209 --> 00:08:20.490 that they might prefer. The other thing, too, is, and what 141 00:08:20.649 --> 00:08:24.129 that bridge group study found, in a lot of other very similar studies find, 142 00:08:24.250 --> 00:08:28.040 is that any prospect you talk to these days, ask him how many 143 00:08:28.160 --> 00:08:33.200 cold calls that they get versus how many cold emails, and it's literally the 144 00:08:33.320 --> 00:08:37.960 ratio is like hundreds of cold emails to maybe a few half a dozen calls. 145 00:08:39.799 --> 00:08:41.710 People are not picking up the phone right now because they see studies. 146 00:08:41.750 --> 00:08:46.990 Ray Are they not studies. They see influencers on linkedin post stuff like cold 147 00:08:46.070 --> 00:08:50.230 callings at so sells. People like, Oh, maybe I shouldn't call people 148 00:08:50.269 --> 00:08:54.149 anymore. Oh, you know, they said not to call on Mondays or 149 00:08:54.149 --> 00:08:56.940 Fridays because people are busy on Mondays and Fridays. You know, they're getting 150 00:08:56.940 --> 00:08:58.940 ready to drink beers or whatever right so people don't call. The man is 151 00:08:58.940 --> 00:09:03.100 in Fridays and you it's Friday right now, at nine o'clock in the morning, 152 00:09:03.179 --> 00:09:07.700 twelve pm eastern time, and I have students in our outpound squad that 153 00:09:07.100 --> 00:09:11.090 they make cold calls on Friday afternoons and that's when they get most of their 154 00:09:11.129 --> 00:09:13.289 meetings because no one's calling people. That's what you got to think about is 155 00:09:13.809 --> 00:09:16.929 let's look at what the data says, and that's let's also try to do 156 00:09:18.250 --> 00:09:20.929 what other reps are not doing. Reps are not calling, they're not calling 157 00:09:20.970 --> 00:09:24.840 on Mondays and Fridays, they're not calling people first thing in the morning. 158 00:09:24.960 --> 00:09:28.840 Do the things that people aren't doing. I hundred person love what you just 159 00:09:28.960 --> 00:09:33.399 said. As a rat myself, I've always been before. I kind of 160 00:09:33.759 --> 00:09:37.120 more responsibilities. When I had less responsibilities, I used to leave everything to 161 00:09:37.159 --> 00:09:41.710 the last minutes. I'm going on a trip to bally for three weeks. 162 00:09:41.870 --> 00:09:45.629 I'M gonna pack my bike literally salty news before the plane. I'll just like 163 00:09:45.789 --> 00:09:48.830 that kind of don't care. I do it. And Friday was my best 164 00:09:48.909 --> 00:09:52.179 prospecting day, or my friends. In fact I was in the UK. 165 00:09:52.299 --> 00:09:54.899 So people would go to the pub at lunch time. They won't come back 166 00:09:54.940 --> 00:09:58.340 until two or three, and of course that a few be also, everybody 167 00:09:58.419 --> 00:10:03.299 goes reporting in the afternoon. Right I'm reporting two clients have got courdes you 168 00:10:03.419 --> 00:10:07.169 want to go hunting when no one else is ending. And also, I 169 00:10:07.330 --> 00:10:09.850 think the prospect probably don't want to speak to you too much between, as 170 00:10:09.889 --> 00:10:13.850 you said, during the day because, let's say you've got your student squad 171 00:10:13.889 --> 00:10:16.450 that you've got to deal with. So from nine am you speaking to me 172 00:10:16.610 --> 00:10:20.090 right now? Someone trying to call you won't get you. You are busy. 173 00:10:20.169 --> 00:10:24.519 You know your time between nine to twelve is busy. Your time between 174 00:10:24.559 --> 00:10:28.759 twelve one thirty is your lunch time. So you made with at your desk 175 00:10:28.840 --> 00:10:33.120 or you may catch up. May still been meeting and every or up until 176 00:10:33.159 --> 00:10:37.149 the red the end of the day, you should be in meetings. If 177 00:10:37.149 --> 00:10:39.509 you are an exact right, exact. Are Not just waiting for the foot 178 00:10:39.509 --> 00:10:43.789 to ring down. That sells people. Okay, so you've got to catch 179 00:10:43.870 --> 00:10:48.269 them when they are at that their desk, but not with someone on a 180 00:10:48.309 --> 00:10:50.740 video conference or someone in front of them. And that's early in the morning, 181 00:10:50.820 --> 00:10:56.220 later in the day, it's Friday afternoon, it could be Sunday, 182 00:10:56.620 --> 00:10:58.659 you know, sending a few emails on Sunday evening. Just catch training to 183 00:10:58.700 --> 00:11:01.620 get a response from people, because you won't call them on the mobile ONS 184 00:11:01.620 --> 00:11:05.049 and deys. It's too keen, I guess, but I think we've seen 185 00:11:05.169 --> 00:11:09.450 so many as d are focusing the prospecting time during those hours. There was 186 00:11:09.450 --> 00:11:13.769 a book called the fanatical prospective. He was speaking about the golden hours. 187 00:11:13.809 --> 00:11:16.730 Right, you've got to pick your golden hours, get prepared for them, 188 00:11:16.889 --> 00:11:20.080 prepare your list, prepare your stuff and go boom boom, boom, boom 189 00:11:20.080 --> 00:11:24.559 boom during those golden hours. A hundred percent agree with you, and also 190 00:11:24.559 --> 00:11:26.120 on the medium, I think you are right. I'm a fun person. 191 00:11:26.240 --> 00:11:28.440 You send me an email, I don't really want to read it, but 192 00:11:28.519 --> 00:11:31.679 if you call me, and it's maybe because of my industry and what I 193 00:11:31.840 --> 00:11:35.309 do, I will always give you a chance if it's a recruit or calling 194 00:11:35.389 --> 00:11:39.750 me and say hey, I want to do your recruitment. I'm already equipped. 195 00:11:39.110 --> 00:11:41.269 So how do you think you are different? Give me the stories and 196 00:11:41.309 --> 00:11:45.190 what you think you are different from what they already having place. Will tell 197 00:11:45.230 --> 00:11:46.659 me to stripping that under being property. And you know what, most of 198 00:11:46.740 --> 00:11:50.100 the time is then giving up on me, not me giving up on running. 199 00:11:50.220 --> 00:11:52.419 If they don't know what you're saying, they don't know what to say 200 00:11:52.539 --> 00:11:56.700 because they've not sought about me before cutting me. So that's why I would 201 00:11:56.700 --> 00:11:58.779 like to get you maybe with the next question, do you think, because 202 00:11:58.820 --> 00:12:03.490 I think I think that's one important thing. you open a cool email or 203 00:12:03.610 --> 00:12:07.409 you can of GEF time to a cool, cool for Real Evans. Right. 204 00:12:07.570 --> 00:12:11.730 So how would do you get the rid Evans quickly? I would you 205 00:12:11.809 --> 00:12:13.649 get to it's in the best possible ways, so then people can give you 206 00:12:13.929 --> 00:12:16.360 is all response of a bit of that time. Yeah, there's a couple 207 00:12:16.399 --> 00:12:20.000 ways you can think about this and I like to look at things in framework. 208 00:12:20.039 --> 00:12:22.080 So if we kind of step back a little bit, let's talk about 209 00:12:22.120 --> 00:12:26.480 why it's important to be relevant. In the first way, I chunk the 210 00:12:26.559 --> 00:12:28.919 cold call together as you have your intro. That's the first part of the 211 00:12:28.960 --> 00:12:31.509 call. It's the first thirty seconds. The only goal of that is to 212 00:12:31.590 --> 00:12:35.789 get to the next part, which is the hook. The Hook could be 213 00:12:35.950 --> 00:12:37.710 one to five minutes long. This is where you get to ask maybe two 214 00:12:37.710 --> 00:12:41.110 or three questions. You get to figure out if it makes sense to do 215 00:12:41.549 --> 00:12:45.899 the next stage close and to get a meeting so and then intro. What 216 00:12:46.019 --> 00:12:48.740 you need to do is get the person's attention and get them like leaning in 217 00:12:48.940 --> 00:12:52.899 so that you can ask them questions and get a conversation started. The hardest 218 00:12:52.940 --> 00:12:58.100 part with a cold call is getting like momentum, and momentum in the call 219 00:12:58.220 --> 00:13:01.129 dies when someone like you asked a question and they don't know the answer to 220 00:13:01.250 --> 00:13:03.450 her they weren't prepared to answer it, or the person gives an objection. 221 00:13:03.570 --> 00:13:07.250 Like you want to increase the momentum, and the way that you do that 222 00:13:07.409 --> 00:13:11.649 is by adding something relevant. There's a lot of different flavors of relevant events, 223 00:13:11.649 --> 00:13:13.799 so I think we should talk about that. So I work with a 224 00:13:13.879 --> 00:13:16.519 company. I can't mention the specific name of the company, but what they 225 00:13:16.519 --> 00:13:22.519 do is they help provide automated welding solutions for large manufacturers. So what's going 226 00:13:22.600 --> 00:13:24.639 on with manufacturers right now? We could look on a really, really high 227 00:13:24.639 --> 00:13:30.070 level and we could say there's a huge labor shortage right now. So the 228 00:13:30.149 --> 00:13:35.830 American Welding Society came out with this big piece on the demand for welders is 229 00:13:35.990 --> 00:13:39.710 growing by four percent every year, but the supply of welders is decreasing by 230 00:13:39.750 --> 00:13:43.139 seven percent. So there's this huge gap and all these companies are really worried 231 00:13:43.179 --> 00:13:46.259 three, five, ten years from now, how are they going to find 232 00:13:46.299 --> 00:13:50.860 qualified people for these positions when there are fewer and fewer and fewer of them 233 00:13:50.899 --> 00:13:54.340 and it's taking longer to hire? That's something that's going to be relevant for 234 00:13:54.379 --> 00:13:58.289 every manufacturer. So we have stuff that's like more industry related, that's very 235 00:13:58.450 --> 00:14:01.929 up in the clouds, and then we can also zoom in and look at 236 00:14:01.970 --> 00:14:07.529 stuff that's very specific for that company. They're hiring welders interesting they create products 237 00:14:07.610 --> 00:14:11.399 that we could help them automate that traditionally they might have a tough time automating. 238 00:14:11.720 --> 00:14:13.120 So when I go to actually cold call, I want to mention some 239 00:14:13.240 --> 00:14:16.120 of that stuff in the intro and there's a couple different ways that you can 240 00:14:16.159 --> 00:14:20.480 do that. About but I'm a really big fan of removing the surprise, 241 00:14:20.600 --> 00:14:24.789 introducing myself, doing a quick permission based opener and then telling them the reason 242 00:14:24.830 --> 00:14:28.350 for my call. So Hey, Ray Jason, with postful prospecting here. 243 00:14:28.350 --> 00:14:30.830 I know I probably catch in the middle of something, but I did some 244 00:14:30.909 --> 00:14:33.429 research. I notice you're hiring welders right now and I wanted to ask you 245 00:14:33.509 --> 00:14:35.350 something about that. Do you get a minute for me to tell you the 246 00:14:35.389 --> 00:14:37.389 reason why I'm calling? You can let me if you want to keep chatting. 247 00:14:37.820 --> 00:14:41.220 So very upfront, contract sandler. You know kind of say I love 248 00:14:41.299 --> 00:14:46.340 permission based openers and I can drop something that's relevant and that it's going to 249 00:14:46.379 --> 00:14:48.500 grab your attention. You're hiring waders. Oh cool, that's going to be 250 00:14:48.620 --> 00:14:52.450 something the VP of operations their personas thinking about. Nine Times out of ten, 251 00:14:52.490 --> 00:14:54.769 if you do this properly, a person says yeah, go ahead. 252 00:14:56.330 --> 00:14:58.690 What do you got are they might ask you a question. If they're like 253 00:14:58.769 --> 00:15:01.210 you read, they might be like okay, well, how can you help 254 00:15:01.250 --> 00:15:03.570 me with that? I would actually did you ask your question first and come 255 00:15:03.610 --> 00:15:07.720 to see what you've got to say? I think it's two thing that I 256 00:15:07.799 --> 00:15:09.559 want to pick up from what you just say so. First of all, 257 00:15:09.159 --> 00:15:13.799 when I was doing the job, I was probably not choosing the permission days 258 00:15:13.879 --> 00:15:18.639 open. Now you know I would just go straight because my way of doing 259 00:15:18.039 --> 00:15:22.269 was if I picked someone, I would convince myself I would be like a 260 00:15:22.789 --> 00:15:26.950 like a boxer, like an MMA guy. If, if I'm going on 261 00:15:26.990 --> 00:15:28.549 McGregor, I may, you made. They don't want to be in right 262 00:15:28.590 --> 00:15:33.470 now because he's losing all these fight, let's say, blows, fights are 263 00:15:33.549 --> 00:15:37.179 out, or you guys, you lost five out of six and cricket to 264 00:15:37.220 --> 00:15:39.899 break his glams as well. Pull a guy by still making a lot of 265 00:15:39.940 --> 00:15:45.419 money, much more than you, and I know that's friend, but let's 266 00:15:45.460 --> 00:15:48.620 tell you, you are a fight all right. I would always preple myself 267 00:15:48.700 --> 00:15:50.570 for the fight. I would look at the prospect. I will research the 268 00:15:50.649 --> 00:15:54.450 person down, try to see if I gon Gondall in team. Do they 269 00:15:54.529 --> 00:15:58.690 like a specific football team or you know? But I will not try to 270 00:15:58.809 --> 00:16:00.529 be boring. You know, you don't get people and say, Hey, 271 00:16:00.649 --> 00:16:03.169 you've been to such a such a university or a yeah, I don't that 272 00:16:03.250 --> 00:16:06.720 you support the team of you seeing what they've done at the weekend. But 273 00:16:07.000 --> 00:16:12.120 I will try to get an element of making myself hundred percent show that if 274 00:16:12.159 --> 00:16:15.360 I grub that day on the foot lady, on the food, I've got 275 00:16:15.440 --> 00:16:18.509 something of values deliv on them. I know it's some value and if they 276 00:16:18.509 --> 00:16:22.029 don't listen to me or you won't say yes to me, is kind of 277 00:16:22.190 --> 00:16:26.870 dollous. That's kind of how I was pretty much to it right. And 278 00:16:26.149 --> 00:16:29.990 you think about permission based, so tell me a bit more about how do 279 00:16:30.029 --> 00:16:33.460 you see permission based working well for you? Way Do you think it's walking 280 00:16:33.580 --> 00:16:37.100 better? Yeah, and if someone is listening to this and they don't use 281 00:16:37.100 --> 00:16:38.580 a permission based opener, it works fine for them. I'm all for that 282 00:16:38.740 --> 00:16:41.779 too. I'm all for what works. The reason why I like the permission 283 00:16:41.779 --> 00:16:45.659 based openers for two reasons. One, it allows the prospect to opt in. 284 00:16:47.019 --> 00:16:48.289 It's a bit of a pattern and interrupting that. They're not used to 285 00:16:48.409 --> 00:16:52.769 usually hearing that. Most of the time what I'll get is like yeah, 286 00:16:52.929 --> 00:16:55.690 sure, go ahead, or hey, never heard that one before, right, 287 00:16:55.769 --> 00:16:57.450 depending on the industry that you call. The second thing it kind of 288 00:16:57.490 --> 00:17:00.480 gives you a bit of a mental break as a wrap and gives you a 289 00:17:00.519 --> 00:17:03.039 bit of a mental one where the person's like yeah, go ahead, they're 290 00:17:03.079 --> 00:17:07.440 giving you the stage. They're saying yeah, tell me why you're calling. 291 00:17:07.880 --> 00:17:11.680 I know that I got their attention for another ten or fifteen seconds. So 292 00:17:11.039 --> 00:17:15.910 nine times out of ten no one when I make calls. I can't remember 293 00:17:15.150 --> 00:17:19.190 the last time someone said now to that, but nine times out of ten 294 00:17:19.349 --> 00:17:22.430 you should have a ninety percent effective rate with the person saying yeah, go 295 00:17:22.470 --> 00:17:26.470 ahead. And I guess once you ask the first question, then you can 296 00:17:26.670 --> 00:17:30.940 pretty much go into the nicks scenario when you've got your first on. So 297 00:17:30.140 --> 00:17:33.460 you can you can rule out to a bit more spasy thing else us, 298 00:17:33.660 --> 00:17:37.420 you know, grow casting something a little bit larger if you are just to 299 00:17:37.460 --> 00:17:40.099 go first. So that makes sense. Next question for you. Jason is 300 00:17:40.380 --> 00:17:41.859 wrong. Read Evans, I think. I love what you've got to say 301 00:17:41.859 --> 00:17:45.809 about the manufacturing industry in what you're doing for your clients. That that's brilliant. 302 00:17:45.849 --> 00:17:48.690 But obviously you guys are smart and do that for leading. Okay, 303 00:17:49.410 --> 00:17:53.049 for the SDLS that are listening to us right. So you are, is 304 00:17:53.170 --> 00:17:59.319 honest. The other work for outreach all sends false all service now and a 305 00:17:59.559 --> 00:18:03.000 manual lacky. You've got yourselves playbook. You've got lots of supports. You've 306 00:18:03.000 --> 00:18:06.039 got lots of content, lots of training, people, support and stuff. 307 00:18:06.279 --> 00:18:10.200 or You could be honesty in the boots truck company, you know, pre 308 00:18:10.359 --> 00:18:12.869 Serri a, or sorry a, figuring out the stuff, figuring out the 309 00:18:12.950 --> 00:18:18.029 ICP. If you honest, DA, what are the resources you can get 310 00:18:18.269 --> 00:18:21.430 or you can get to to become relevant? I would you go about being 311 00:18:21.509 --> 00:18:25.470 relevant. If you don't have the support of someone like you or a bus 312 00:18:25.630 --> 00:18:26.339 at well, that can give you a little bit. You know, if 313 00:18:26.380 --> 00:18:29.859 you are a new guys, a new functioning the company, well, do 314 00:18:29.900 --> 00:18:32.539 you get it? In Food, the Internet? It's all over the place 315 00:18:32.700 --> 00:18:34.619 for free, most of it. So the welding stuff, that was a 316 00:18:34.779 --> 00:18:40.500 third party called the American Welding Society. That's not a resource that my client 317 00:18:40.619 --> 00:18:42.730 created. That's just out there in in the as you know, in the 318 00:18:42.809 --> 00:18:45.970 Internet, free for them to grab. So what I would think about is, 319 00:18:47.809 --> 00:18:49.450 and again, the relevance that you can add a stuff that's more bigger 320 00:18:49.529 --> 00:18:52.769 industry related, and then you also want to find stuff specific to them too. 321 00:18:53.410 --> 00:18:57.400 So what you want to think about is a couple of things. So, 322 00:18:57.480 --> 00:19:02.039 if we're making it relevant for the prospect I want to look at three 323 00:19:02.200 --> 00:19:06.920 kind of main pockets. What do they educate their customers about? This is 324 00:19:07.000 --> 00:19:10.109 more of a BDB thing if you're reaching out to a be tob business versus 325 00:19:10.150 --> 00:19:12.950 a B Toc consumer. So what do they educate their customers about? What 326 00:19:14.069 --> 00:19:17.549 do they brag about? So what are the accomplishments on their website? What 327 00:19:17.630 --> 00:19:19.950 do they really like? So if we're using another company I work with sells 328 00:19:19.990 --> 00:19:25.099 the CIM solution into higher education. So they sell into universities and colleges and 329 00:19:25.180 --> 00:19:29.500 trade schools and that sort of stuff. Well, the CRM will help them 330 00:19:29.539 --> 00:19:33.740 provide a better experience to the students that want to go to their university. 331 00:19:33.180 --> 00:19:37.059 So what are these universities Brag about? How awesome their programs are, how 332 00:19:37.460 --> 00:19:41.049 successful their students are after they graduate. Their sharing stories like that, right. 333 00:19:41.049 --> 00:19:44.210 So what do they brag about? Those are things that I can loop 334 00:19:44.250 --> 00:19:45.730 in, right. And then the other thing that you want to think about 335 00:19:45.769 --> 00:19:49.970 is where the investing? So that's the hiring, that's the new product lines, 336 00:19:51.049 --> 00:19:53.640 the new service lines, that the things that mergers acquisitions, all of 337 00:19:53.759 --> 00:19:57.000 that kind of stuff. All of that's available to you as a Rep. 338 00:19:57.079 --> 00:20:00.480 you just need to figure out what are the three to five things that I 339 00:20:00.519 --> 00:20:04.480 find most common and the companies that are reach out to. So if you 340 00:20:04.680 --> 00:20:07.950 take ten sample accounts, this will take a little bit longer when you do 341 00:20:08.109 --> 00:20:11.750 this the first time, but try to find the three to five things that 342 00:20:11.869 --> 00:20:15.150 you'll find that you find it every single account. Is it people that are 343 00:20:15.190 --> 00:20:21.150 hiring? Is it they're posting about students doing something really well? Is it 344 00:20:21.819 --> 00:20:25.339 that you sell a solution that helps with customer support and you look to see 345 00:20:25.339 --> 00:20:27.299 if they have chat on their website or not? Whatever it is, this 346 00:20:27.460 --> 00:20:32.740 is how you do personalization or relevance at scale. Find the patterns, so 347 00:20:32.900 --> 00:20:34.890 you could look for the same exact things every time. That's how you get 348 00:20:34.930 --> 00:20:38.329 the kind of stuff that's like specific to the company. To get the stuff 349 00:20:38.329 --> 00:20:42.369 that's more up here, the industry type stuff, what I would look for 350 00:20:42.730 --> 00:20:48.009 is a couple things. So get on Google and look for top podcast in 351 00:20:48.130 --> 00:20:53.240 Sary, top conferences, publications, trade shows. Look specifically with conferences, 352 00:20:53.319 --> 00:20:56.720 a really good one to look at the speaker list. Who are the influencers 353 00:20:57.200 --> 00:21:00.880 in that industry that are putting out the content? Bridge Group is an example 354 00:21:00.960 --> 00:21:06.829 of that. Bridge Group is an influential company in our industry that people they 355 00:21:06.910 --> 00:21:11.069 compete against use their data. Like I've competed against them ideals before. I 356 00:21:11.269 --> 00:21:14.069 use their data when I sell, though. kind of cool for them, 357 00:21:14.150 --> 00:21:17.470 right. It's branding for them. But like there that resort, those resources 358 00:21:17.589 --> 00:21:21.779 all over the place. So even if your company has zero content, you 359 00:21:21.940 --> 00:21:23.900 can still go find the stuff. It's all out there for up for graps. 360 00:21:25.259 --> 00:21:27.819 I think it's from myself and the do all do it again back in 361 00:21:27.900 --> 00:21:32.500 the day. I've found the account manager that that was walking with you. 362 00:21:32.619 --> 00:21:34.730 Sets. People are being very useful as well. You know, sometimes you 363 00:21:34.809 --> 00:21:37.809 get trained by some of them, maybe like a Product Marketing Pussa. No, 364 00:21:38.250 --> 00:21:41.289 basically someone neve all sort of stuff before, but they tell you ought 365 00:21:41.329 --> 00:21:44.769 to say it right and then you still speaking with the set. As guy 366 00:21:44.849 --> 00:21:47.920 say you know what you got out of do a bowl with it. You 367 00:21:48.000 --> 00:21:51.400 know, Ryo city a bit Fazzo and try to go stree point. You 368 00:21:51.440 --> 00:21:55.079 know it's no point using the stuff is crap. What you've got to do 369 00:21:55.359 --> 00:21:57.720 is this is the really sue. We sort of that issue. Is the 370 00:21:57.720 --> 00:22:02.750 usual that the guys wants to solve in the in Hcube, but quite frankly, 371 00:22:03.269 --> 00:22:06.349 that's really what people care about and I think they kind of give you 372 00:22:06.430 --> 00:22:10.750 that sort of pulse of what's opening in the market and what people responds well 373 00:22:10.910 --> 00:22:12.910 too. And also sometimes, you know, one of the feat don't we 374 00:22:12.990 --> 00:22:17.619 encourage our guys do is to use prospect. You know prospect. I just 375 00:22:17.700 --> 00:22:21.259 close the down yours and I'm not interested. It's what look, just please 376 00:22:21.259 --> 00:22:25.539 satisfy my intelligence. What is it that you know what would have done better? 377 00:22:26.180 --> 00:22:27.380 And sometimes you know, you may have one out of ten that actually 378 00:22:27.380 --> 00:22:32.529 give you the pointer. It happens to us on a program where we are 379 00:22:32.609 --> 00:22:37.569 leading with artificial intelligence machine learning, where the quick as a doing the stuff 380 00:22:37.569 --> 00:22:38.289 and blah blah, blah, blah, blah, blah, blah, Blah 381 00:22:38.289 --> 00:22:41.410 Blah, and what we are solving. Back then, what the solution was 382 00:22:41.490 --> 00:22:47.200 solving was using machine learning and at artificial intelligence to make sense of lots of 383 00:22:47.279 --> 00:22:51.559 security labs so you can get to resolution or cyber attack quicker. Okay, 384 00:22:51.960 --> 00:22:55.200 and one of the CIAS, or chief information security officer, it was a 385 00:22:55.279 --> 00:22:59.029 prospective clients, said to one of my guy was like look, I mean, 386 00:22:59.069 --> 00:23:02.109 I'm not going through anyone. I think my peach is a kill pitch, 387 00:23:02.430 --> 00:23:04.910 but you days just get me like and just know what's wrong. I 388 00:23:06.150 --> 00:23:08.829 spoke to ten people today. Is it? Me? Tell me, and 389 00:23:08.869 --> 00:23:11.390 I think it was just having a bad day that guy open up and say 390 00:23:11.470 --> 00:23:15.420 no, you just focus on the wrong issue here. Right our problem is 391 00:23:15.500 --> 00:23:21.420 a shortage of security analy is coming out of school. A good security analyst 392 00:23:21.700 --> 00:23:25.059 is someone that will be six months, nay months, in Your Business, 393 00:23:25.099 --> 00:23:27.529 a Prim we've got that within six months get possed by someone else and then 394 00:23:27.609 --> 00:23:30.210 becaust. A lot of me to bring a new one and there is a 395 00:23:30.250 --> 00:23:34.289 lot of turnover and it's just difficult to have a full team. And yes, 396 00:23:34.369 --> 00:23:40.049 artificial intelligence and machine learning is brilliant, but we still need to have 397 00:23:40.170 --> 00:23:42.279 a human to make a final decision. And as the issue, we've got 398 00:23:42.319 --> 00:23:45.920 the issue. We've got some telling enough of those people and the security althers 399 00:23:45.920 --> 00:23:48.839 are everywhere, but we don't deal with them and all that sort of great 400 00:23:48.880 --> 00:23:52.759 stuff and we completely change the approach. And we spoke about the hi issue. 401 00:23:53.079 --> 00:23:56.470 And when you speak about the hi issue and you start potentially with a 402 00:23:56.589 --> 00:24:00.670 with a permission based opener, and you speak to a CIS or with not 403 00:24:00.990 --> 00:24:03.670 an ed of HS. Hey, I want you to speak to you about 404 00:24:03.710 --> 00:24:07.190 recruitment. Do you have a minute and there is one another right persons of 405 00:24:07.470 --> 00:24:11.099 recruitment in your function. And then straight or you strike a cover like quest 406 00:24:11.099 --> 00:24:12.500 that they will you want and they let you speak. And so where there 407 00:24:12.579 --> 00:24:15.579 is a short age, and by the way, I've been on on selves, 408 00:24:15.619 --> 00:24:18.059 navigator, and I can see that in your team you on the ton 409 00:24:18.140 --> 00:24:22.339 of of around thirty percent of the over the last couple of years and I 410 00:24:22.420 --> 00:24:26.009 think that's got to be painful. Also, looking at glass door in why 411 00:24:26.130 --> 00:24:27.930 you are based in Chicago, and again see at the average price of those 412 00:24:27.970 --> 00:24:32.650 guys, around K dollars and another to recruit. I will charge you twenty 413 00:24:32.809 --> 00:24:36.529 every time you find one. So the cost of just changing those gays consistantly 414 00:24:37.130 --> 00:24:40.559 is super high. Our solution could help you to retain these people for longer 415 00:24:40.599 --> 00:24:42.640 and remove that headache. You want to speak about it and now we go 416 00:24:42.680 --> 00:24:47.920 about it and people like yes, and literally we went from Zero Conversion to 417 00:24:48.079 --> 00:24:52.559 ninety percent conversion. So it's really funny or relevance work. And sometimes you 418 00:24:52.599 --> 00:24:56.349 know a prospector tells you free still clear what you should have done right, 419 00:24:56.390 --> 00:25:00.150 but because we don't ask them what we are doing wrong and what we should 420 00:25:00.150 --> 00:25:03.269 do right, you never realize it. I love that story. So it's 421 00:25:03.309 --> 00:25:07.500 using your prospects for feedback. I think as a str and bede are a 422 00:25:07.619 --> 00:25:11.180 lot of times with the companies I'm working with right now, our account executives. 423 00:25:11.579 --> 00:25:15.299 So I'm working with the AEAS to help them with prospecting. And you 424 00:25:15.420 --> 00:25:19.500 know it's really interesting, is because they see the sales process and they do 425 00:25:19.660 --> 00:25:23.329 discovery. There are so many nuggets like the one you just shared right now 426 00:25:23.410 --> 00:25:26.569 that would come out and discovery if you did good discovery. And a lot 427 00:25:26.569 --> 00:25:32.170 of times what I see is this barrier between a's in the STR team where 428 00:25:32.170 --> 00:25:37.000 they aren't sharing that information. Use what you learn in the sales motion to 429 00:25:37.079 --> 00:25:40.119 inform the outbound motion, because you get that stuff. And if you're an 430 00:25:40.200 --> 00:25:42.599 str video, get your a to record the calls if they're not, so 431 00:25:42.720 --> 00:25:47.000 that you can listen to them. Yeah, all of the informations right there. 432 00:25:47.440 --> 00:25:49.869 I think it's the it's often the mee seeing Lincoln, and this is 433 00:25:49.910 --> 00:25:53.670 why lots of people struggle with the account base campaign. Is that you know? 434 00:25:55.509 --> 00:25:57.990 So I can't bease. You the information to flu there and you need 435 00:25:59.029 --> 00:26:02.230 to have that relationship and it's we do encourage you all. Guys. I 436 00:26:02.269 --> 00:26:06.259 mean we I know it sounds a bit cliche because everybody he wants funds, 437 00:26:06.339 --> 00:26:10.059 but you know what we say to our videos. You know team and is 438 00:26:10.099 --> 00:26:11.099 the I know teams. We want you, i. a, to be 439 00:26:11.180 --> 00:26:14.619 a fun we want them to be a fund, not just like you wanted 440 00:26:14.660 --> 00:26:17.619 to be a fun of you right, if you're manager, can get an 441 00:26:17.619 --> 00:26:21.329 email from your a onceonone saying that you're absolutely extraordinary, and then I sat 442 00:26:21.369 --> 00:26:23.210 to operatix. We with and issue with you. Technically, well, we 443 00:26:23.289 --> 00:26:29.250 don't go that far, but if you build that relationship, you know this 444 00:26:29.609 --> 00:26:33.200 is that's far life. You know, an a an as right mindset. 445 00:26:33.640 --> 00:26:38.200 That's got to good video. I mean this is like having a rough diamon 446 00:26:38.319 --> 00:26:41.640 in your back pockets. You want to share. Is that guy you want 447 00:26:41.640 --> 00:26:45.680 to you know it's you know, a difficulty is for those giates to do 448 00:26:45.720 --> 00:26:49.470 the job. If you've done it yourself and you want to empower them, 449 00:26:49.549 --> 00:26:52.390 you want to you want to make sure that they are being no show, 450 00:26:52.470 --> 00:26:56.869 then often do. Relationship goes a long way. So even in the future 451 00:26:56.869 --> 00:27:00.430 they could use this relationship for their own development. Right. But coming back 452 00:27:00.460 --> 00:27:03.700 to cold cooling, because we can get carried away I think you and I 453 00:27:03.700 --> 00:27:07.859 ask pasionate about all the tactics and things and all that, and and I 454 00:27:07.980 --> 00:27:11.099 love the topic of Fred Events. I think is we could probably have a 455 00:27:11.140 --> 00:27:15.259 whole conversation about that. But ways that you feeled by your eight quid coding 456 00:27:15.700 --> 00:27:18.970 all have me there's a lot of reasons. I think that, just like 457 00:27:18.089 --> 00:27:23.450 anything else that you're resistant to, the involves other people. If the experience 458 00:27:23.569 --> 00:27:27.410 is not a good one for the other person, you're gonna not like doing 459 00:27:27.529 --> 00:27:30.599 that right. So we've already kind of addressed that part that we need to 460 00:27:30.680 --> 00:27:33.559 think about what the experience is like for the prospect. I think the other 461 00:27:33.720 --> 00:27:38.279 part two is if we don't come in with a talk track and a good 462 00:27:38.400 --> 00:27:42.519 plan of what we're going to talk about and feel confident in that. That's 463 00:27:42.519 --> 00:27:45.750 where the other part of Paul reluctance comes from, and I think you have 464 00:27:45.869 --> 00:27:49.309 to really sit in the mind of the person that you're reaching out to. 465 00:27:51.269 --> 00:27:53.390 And a lot of people talk about how hard it is to be rejected, 466 00:27:53.549 --> 00:28:00.140 but you know it's also really hard for people is rejecting other people. I 467 00:28:00.140 --> 00:28:02.819 don't know about you, Ray, I don't feel good rejecting other people. 468 00:28:02.859 --> 00:28:04.579 Doesn't feel good for me when someone reaches out at and I have to tell 469 00:28:04.619 --> 00:28:07.660 them to stop reaching out to me. I don't like doing that. Doesn't 470 00:28:07.660 --> 00:28:11.539 make me feel good. In most prospects are not psychopaths, so they don't 471 00:28:11.539 --> 00:28:15.210 like rejecting people either. So you have to do this in a way where 472 00:28:15.210 --> 00:28:18.809 it's very easy for people to say no to you. So you can't need 473 00:28:19.410 --> 00:28:23.009 the meeting. But it really comes down to coming in and being prepped. 474 00:28:23.890 --> 00:28:26.680 So if you know that what you're going to say. So one thing I 475 00:28:26.759 --> 00:28:30.759 want to add to that permission based opener at the beginnings, when the person 476 00:28:30.799 --> 00:28:33.519 says yes, the very first thing that you need to do. I'm a 477 00:28:33.599 --> 00:28:37.039 really big fan of dropping in priorities. So I drop in specifically what I'm 478 00:28:37.039 --> 00:28:41.910 hearing people like them focused on right now. So I immediately make the conversation 479 00:28:41.950 --> 00:28:45.509 about you. Ray. So for using that welding automation solution. It would 480 00:28:45.509 --> 00:28:48.670 sound something like this and we just wor send this yesterday, so this might 481 00:28:48.750 --> 00:28:52.069 not be totally smooth yet. So raised like yeah, totally, why you're 482 00:28:52.069 --> 00:28:53.470 reaching out. Well, Hey, ry, like I said, I noticed 483 00:28:53.509 --> 00:28:57.500 that you're hiring welders right now and when I talk to VP's of operations right 484 00:28:57.539 --> 00:29:00.779 now. They're telling me that they want to accomplish a couple things. One 485 00:29:02.460 --> 00:29:06.299 is that they're hiring welders right now, but what's a really big issue in 486 00:29:06.380 --> 00:29:08.539 getting in the way of that is the labor shortage. So they're having trouble 487 00:29:08.579 --> 00:29:15.089 keeping good qualified welders around and it's taking months to fill those positions. To 488 00:29:15.569 --> 00:29:19.410 what we hear them talking about is this focus around maximize us in efficiency of 489 00:29:19.529 --> 00:29:23.130 how they're handling automation right now. So they're either in a position where they've 490 00:29:23.170 --> 00:29:27.039 tried automation and hasn't really worked, or they're doing it but there's kind of 491 00:29:27.079 --> 00:29:33.440 these like high mix, low volume products that they haven't been able to figure 492 00:29:33.440 --> 00:29:34.960 out how to automant. I'm really curious which one of those two things is 493 00:29:36.000 --> 00:29:38.589 stop of mine for you right now. I've thrown in a lot of keywords. 494 00:29:38.670 --> 00:29:45.150 They're automation, Welder's labor shortage, high mix, low volume. This 495 00:29:45.230 --> 00:29:48.950 is what they talked about a lot. This is in their language. No 496 00:29:48.150 --> 00:29:52.940 long ways use the Juggon and also what I like, in which you just 497 00:29:52.099 --> 00:29:56.339 went through, is hey, this is what I'm mirroring from those of people 498 00:29:56.460 --> 00:29:59.980 like you that I'm speaking with I know, I mean that group. I'm 499 00:30:00.019 --> 00:30:02.980 part of your tribe, you know, and you mean the two of them 500 00:30:03.140 --> 00:30:06.420 like I'm speaking to lots of people like you. So you can have a 501 00:30:06.460 --> 00:30:08.210 conversation with me. I need to be make sure that you are good after 502 00:30:08.210 --> 00:30:11.009 El. So if they get going, you know you can, you can, 503 00:30:11.210 --> 00:30:14.690 you can follow the flow right, and then you're right. Using these 504 00:30:14.769 --> 00:30:17.890 buzz words. This was that. You know, every single time they drop, 505 00:30:18.089 --> 00:30:22.039 you know that you're scoring your point the kinking. That's great, but 506 00:30:22.160 --> 00:30:25.240 again, you know it's coming to the redevance is, how do you find 507 00:30:25.240 --> 00:30:27.400 that? You go and speak to existing clients about that. You good, 508 00:30:27.839 --> 00:30:32.200 probably a existing clients. How did you come so? You said that you 509 00:30:32.240 --> 00:30:33.759 you can have built that yesterday, right. So you have to get that 510 00:30:33.839 --> 00:30:37.829 information from someone. I know the Internet is a big thing, but did 511 00:30:37.829 --> 00:30:40.869 you actually get it from the Internet? Getting from your clients, getting from 512 00:30:41.150 --> 00:30:45.190 their clients the best places, your prospects. So what we did together, 513 00:30:45.309 --> 00:30:48.349 and what I'm training them on how to do, is so I'm not just 514 00:30:48.470 --> 00:30:49.900 doing this for them, I'm training them on how to figure this out. 515 00:30:49.940 --> 00:30:52.259 So it's a little bit about but the very first thing that we did is 516 00:30:52.299 --> 00:30:56.099 listen to calls with the account executives and they're in Gong. So what you 517 00:30:56.140 --> 00:31:00.220 can do? I mean all the calls are transcribed. I know word for 518 00:31:00.460 --> 00:31:03.259 word. At the very beginning of the called, prospects will say, yeah, 519 00:31:03.299 --> 00:31:04.490 we're really struggling with this right now. Boom. I want to know 520 00:31:04.809 --> 00:31:10.210 exactly, word for word, exactly what they say. There's patterns across all 521 00:31:10.250 --> 00:31:14.089 of them. I interviewed a couple of their count executives. That's where I 522 00:31:14.130 --> 00:31:17.089 got most of it, and then the other parts too, is just with 523 00:31:17.210 --> 00:31:19.279 the SDR team that I'm working with. Is Hey, what do you hear 524 00:31:19.359 --> 00:31:22.160 a lot of people talking about when you make cold calls, when they respond 525 00:31:22.160 --> 00:31:26.119 to your cold emails? What do they respond with? Came up yesterday. 526 00:31:26.119 --> 00:31:30.200 There was eight or nine key words that they keep hearing coming up in the 527 00:31:30.279 --> 00:31:33.750 AE meetings, the discovery calls, in the demos that you keep hearing and 528 00:31:33.910 --> 00:31:37.549 cold calls they keep hearing in emails. And it's pretty easy to build a 529 00:31:37.589 --> 00:31:40.710 talk track if you just use the information and you think about what are my 530 00:31:40.869 --> 00:31:45.549 prospects sharing? That's top of mine for them. That also intersects. If 531 00:31:45.549 --> 00:31:48.380 you look at a ven diagram. That also intersects with how we help. 532 00:31:48.859 --> 00:31:52.220 So the informations there and as an SDR, you can't use the excuse that 533 00:31:52.259 --> 00:31:56.059 all we don't recorder, we don't use Gong, we don't use course, 534 00:31:56.380 --> 00:31:59.059 will get your ae to record the call on zoom. It's free for them 535 00:31:59.099 --> 00:32:01.569 to do that in on the call, to sit in on a couple of 536 00:32:01.609 --> 00:32:06.410 Demos. Do something right. But the best information you're going to get us 537 00:32:06.450 --> 00:32:09.289 from actual prospects. You can get online and look at all the other kind 538 00:32:09.289 --> 00:32:13.609 of stuff and get some trends, but what prospects are actually sharing is going 539 00:32:13.609 --> 00:32:16.119 to be way more important. One other thing real quick to I think that's 540 00:32:16.160 --> 00:32:22.599 underrated is customer success in anyone who's delivering the product or service. So when 541 00:32:22.640 --> 00:32:25.000 they do these on boarding calls and they help the customer their stuff, that 542 00:32:25.039 --> 00:32:28.960 comes up in those calls to so talk to your delivery team or your customer 543 00:32:28.960 --> 00:32:31.069 success team. What are people coming to us? What problem are they coming 544 00:32:31.109 --> 00:32:34.710 to US trying to solve? How do we help that? What value do 545 00:32:34.789 --> 00:32:37.990 we get? All the informations right there. You also mentioned coridictants. It's 546 00:32:38.029 --> 00:32:43.829 funny because we was speaking audio this week. We's some themes from outreach but 547 00:32:44.029 --> 00:32:49.619 coridictants as one of the lesue for, you know, bdls, to move 548 00:32:49.819 --> 00:32:52.099 all a new rebocuit people as kind of the first thing that people are foot 549 00:32:52.140 --> 00:32:54.819 off from. You know, the courridic does if it's don't like cutting. 550 00:32:55.220 --> 00:33:00.369 Do you believe that that this is the main fact off is dl not being 551 00:33:00.410 --> 00:33:05.009 successful corridictants? Well, I think all reluctance is a symptom of them not 552 00:33:05.170 --> 00:33:07.329 having a good talk track and feeling comfortable, like they know the person. 553 00:33:07.890 --> 00:33:10.809 Yes, the call reluctance, I think, is a symptom. I rarely 554 00:33:10.890 --> 00:33:15.880 see people that are afraid of like so afraid of rejection that that keeps them 555 00:33:15.920 --> 00:33:20.680 from picking up the phone. I rarely see that. It's more people aren't 556 00:33:20.680 --> 00:33:23.119 confident in what they're going to say because they put the focus of the cold 557 00:33:23.200 --> 00:33:28.549 call on mastering the pitch. Yes, earlier what you said, ray was 558 00:33:28.950 --> 00:33:30.430 we have a solution that can help make go that go away. That's your 559 00:33:30.430 --> 00:33:35.390 value prop. It's pretty simple. You talk about the problem, we can 560 00:33:35.470 --> 00:33:37.269 help make that go away. It's not well, you know, we help 561 00:33:37.470 --> 00:33:40.430 so and so do this and we can drive oury by this percentage of we 562 00:33:40.500 --> 00:33:44.299 worked with you. That's not a very good value, product value prop is 563 00:33:44.859 --> 00:33:46.619 here's what people like you were trying to accomplish right now and stuff that gets 564 00:33:46.660 --> 00:33:49.819 in their way, and we can help with that. The coll cause not 565 00:33:49.940 --> 00:33:52.420 the time to dig into anything else besides that. Leave a cliffhanger at the 566 00:33:52.500 --> 00:33:57.690 end. So I believe one hundred percent in nineteen, well, probably ninety 567 00:33:57.690 --> 00:34:01.130 nine percent of scenarios, that it's the talk track in the messaging and that 568 00:34:01.210 --> 00:34:05.450 it's not customer centric and the person doesn't really feel like they know who they're 569 00:34:05.490 --> 00:34:09.039 talking to. Yeah, now it's the it's the right on something you'll compatly 570 00:34:09.119 --> 00:34:14.559 right. I think the coverdictance is you have a small percentage of people are 571 00:34:14.639 --> 00:34:17.000 just don't like it, but try the job and think that they may would 572 00:34:17.039 --> 00:34:22.159 have been great and then try and just don't like but that's probably about the 573 00:34:22.280 --> 00:34:24.389 introval. In fact, we've seen some introval being very successful at the job 574 00:34:24.429 --> 00:34:28.269 because they can put the mask on, you know, when you would not 575 00:34:28.429 --> 00:34:31.190 be in the food. But love. I love your response about the symptom. 576 00:34:31.469 --> 00:34:35.070 I love the fashion is that it's not to cuse and what do we 577 00:34:35.150 --> 00:34:37.269 do about it? But which need to do? You to equip them with 578 00:34:37.349 --> 00:34:39.300 confidence and they quit them with confidence is making sure that they can. They 579 00:34:39.340 --> 00:34:42.820 own dost on the why they can all go on the way them said, 580 00:34:42.900 --> 00:34:46.739 the wet the when they onders some fullida pitch. I remember being an DA 581 00:34:47.460 --> 00:34:51.539 having to say something. When I started, I had no idea what I 582 00:34:51.659 --> 00:34:54.809 was talking about. Literally no idea. The benefits set trying to sell the 583 00:34:54.889 --> 00:34:59.250 solution. I won't mention that any even if he was like many, many 584 00:34:59.289 --> 00:35:01.769 million years ago. But it was quite a big company and I was speaking 585 00:35:01.769 --> 00:35:06.730 about one of the networking solution and I was speaking about nuds and this and 586 00:35:06.849 --> 00:35:09.360 that. Absolutely no idea what I was talking about, what they were doing, 587 00:35:09.599 --> 00:35:14.440 how it walks. But there was to scale to USK because everybody around 588 00:35:14.519 --> 00:35:17.119 you was speaking about it like fluently. So if I ask, I'm very 589 00:35:17.360 --> 00:35:22.110 so stupid and I think that's that's also but that was on me. I 590 00:35:22.190 --> 00:35:23.349 think that's on you when you stop to think that, if you have the 591 00:35:23.349 --> 00:35:25.309 question, you have to stupid. No, I don't do it anymore. 592 00:35:25.590 --> 00:35:29.389 I've got a bit of a status. If there is an acronym that they 593 00:35:29.389 --> 00:35:30.510 don't know the sound, trust me, I would just say what is it 594 00:35:30.909 --> 00:35:34.949 and I'd be curious about it. But when you stop. It's difficult to 595 00:35:35.030 --> 00:35:37.539 ask, but surely when everybody around you like use that sort of job and 596 00:35:38.380 --> 00:35:42.820 and use it friendly. So I agree with you. I've got one last 597 00:35:42.860 --> 00:35:45.940 question for you, because we getting to the end of the of the recording 598 00:35:45.019 --> 00:35:49.739 time, unfortunately. What do you think we can do, you know, 599 00:35:49.900 --> 00:35:52.570 industry, to kind of change the bet reputation of cold cutting? Man, 600 00:35:52.690 --> 00:35:57.369 I think it first, as sales leaders, we need to arm our reps 601 00:35:57.449 --> 00:36:00.690 with the information that they need, or that starts is educating them on who 602 00:36:01.369 --> 00:36:06.400 their prospectings you. So there needs to be very clear. Hey, here's 603 00:36:06.440 --> 00:36:08.840 the persona, here's what they care about, here's the problems they're having, 604 00:36:09.199 --> 00:36:14.599 here's how we can help, here's recordings of US doing customer interviews for you 605 00:36:14.639 --> 00:36:17.199 to listen to. You need to help them build empathy for the people that 606 00:36:17.320 --> 00:36:22.030 they're reaching out to so we can shortcut that process. That's good. The 607 00:36:22.190 --> 00:36:25.710 next thing that we need to do is really focus on how can we arm 608 00:36:25.829 --> 00:36:31.980 the person in a way to where they have the ability to not wing it 609 00:36:32.139 --> 00:36:37.659 necessarily, but go into a conversation and know that that could go on a 610 00:36:37.699 --> 00:36:40.260 lot of different way is and they have talking points and things that they can 611 00:36:40.380 --> 00:36:45.500 bring up. If you think about how you approach any other conversation in your 612 00:36:45.539 --> 00:36:49.090 life, you know you don't just like talk to your friends or family. 613 00:36:49.210 --> 00:36:52.289 When you're meeting people on public you don't know what the end outcome of that 614 00:36:52.409 --> 00:36:54.409 conversation is going to be. You're totally fine with just being in the moment 615 00:36:54.449 --> 00:36:59.210 and seeing where it goes. Why wouldn't you approach a cold call like that? 616 00:36:59.369 --> 00:37:00.840 You know kind of what you want to accomplish, but also be open 617 00:37:00.880 --> 00:37:04.360 to the fact that it might not make sense to settle meeting. You know 618 00:37:04.400 --> 00:37:07.679 what I mean. So I think that doing those two things and making it 619 00:37:07.840 --> 00:37:12.159 more buyer centric and customer centric and really talking to the customer, what we 620 00:37:12.239 --> 00:37:14.760 need to do as an industry is if we make the cold call a better 621 00:37:14.800 --> 00:37:17.949 experience for prospects, people won't hate getting cold calls so much either. Yeah, 622 00:37:19.349 --> 00:37:22.949 but persons. In term of the reframing and the conversation, one thing 623 00:37:22.989 --> 00:37:27.190 that we did a long time ago. We had one personet was telling us 624 00:37:27.190 --> 00:37:30.500 about basically wanted to quit it. That doesn't was reads you league good, 625 00:37:30.980 --> 00:37:34.380 but I expectation for themselves, if you will. Okay, so out of 626 00:37:35.019 --> 00:37:38.340 five conversation or ten conversation. I think they are coming without seeing one meetings 627 00:37:38.699 --> 00:37:43.099 with the prospect and the way we refraind that folems. So we look, 628 00:37:43.260 --> 00:37:45.730 what's your communion? I can't remember the exact number, but let's put it 629 00:37:45.050 --> 00:37:49.050 hundred dollars. Pull meeting, okay, we sell. Okay. Well, 630 00:37:49.090 --> 00:37:52.250 if you need to have tend conversation to get one meeting, that mean that 631 00:37:52.449 --> 00:37:58.250 every single time someone reject you, you are making ten dollars. It's fantastic, 632 00:37:58.920 --> 00:38:00.920 you know, because you get nine rejection to get to a meeting and 633 00:38:01.000 --> 00:38:05.440 that's when you get your undred dollars. So when you get someone rejecting you, 634 00:38:05.519 --> 00:38:07.960 technically is pretty much tender thousand R cook at. This is a good 635 00:38:07.039 --> 00:38:10.519 news. Refrain it into something positive. Not everybody will say yes you. 636 00:38:10.639 --> 00:38:15.550 It's the completely normal that people don't say yes to you. But the game 637 00:38:15.670 --> 00:38:19.829 but secular, was just like upset because not everybody was saying this yesterday and 638 00:38:20.309 --> 00:38:22.989 and and it's quite an interesting towards or reframe the thing in a positive way. 639 00:38:23.070 --> 00:38:27.860 So, Jason, if anyone wants to speak to you, follow up 640 00:38:27.900 --> 00:38:31.059 on that conversation or, more importantly, engage with peaceful prospecting. Was the 641 00:38:31.139 --> 00:38:35.780 best way to get rid of you. Our website plus full prospectingcom. So 642 00:38:35.860 --> 00:38:37.260 you're going to find a couple things. So if you're listening this and you're 643 00:38:37.260 --> 00:38:39.099 like hey, I just want free staff, yeah, that's all good. 644 00:38:39.139 --> 00:38:44.010 We got a podcast there. We have guides on the reply method, how 645 00:38:44.050 --> 00:38:46.010 a structure called email, we got video guides, all kinds of like just 646 00:38:46.090 --> 00:38:50.690 tons of free stuff there. If you're a rerap looking for some help, 647 00:38:51.130 --> 00:38:55.159 we have something called outbound squad. It's a killer community of wraps that are 648 00:38:55.360 --> 00:39:00.239 badasses at their companies and it's got coaching, community training content, all that 649 00:39:00.280 --> 00:39:02.480 kind of stuff. And we work with companies as well too. So if 650 00:39:02.519 --> 00:39:07.599 you're looking for help implementing you know this approach with your Sdr read our team 651 00:39:07.599 --> 00:39:12.670 or your as potentially we're able to help there too. So blisful PROSPECTINGCOM's the 652 00:39:12.670 --> 00:39:15.869 best way to check us out. That's great. Well, science to getting 653 00:39:15.869 --> 00:39:19.110 Jason. He was absolutely drop to a good conversation with you today. Yeah, 654 00:39:19.150 --> 00:39:22.510 you too. Thanks for having me on. You've been listening to be 655 00:39:22.710 --> 00:39:25.460 to be read the new acceleration. To ensure that you never miss an episode, 656 00:39:25.739 --> 00:39:30.099 subscribe to the show in your favorite podcast player. Thank you. So 657 00:39:30.219 --> 00:39:31.059 much for listening until next time.