“By compiling insights that are going to be valuable to all of your customers and all of your prospects, you can use that email to reach as many of your prospects as you’d like, and it will valuable to everybody that you reach.” – Andrew Barbuto in today’s Tip 1796
Are you providing value at every single touchpoint?
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Transcript
Scott Ingram: You’re listening to the Daily Sales Tips podcast, and I’m your host, Scott Ingram. Today’s tip comes from Andrew Barbuto. Andrew is a seasoned digital media sales professional with a proven track record of winning new business and building long-term customer relationships. Over the last 8 years, he has been a top-producing salesperson at two leading digital media companies, closing hundreds of services and software deals to agencies and advertisers worth over $250 million in revenue. Here he is:
Andrew Barbuto: Today’s tip I’m going to talk about is providing value in every single touch point. And I do mean every single touch point. It doesn’t matter if you’re reaching out to check in, if you’re doing a prospecting email, if you’re just reaching out to your customer to see if a deal is going to be coming through or not. Prior to asking for whatever request you do, if you do ask for a request. I always try to provide some value. And it’s even more beneficial if it’s personalized value.
So the process that I use is I’ll go into my CRM system, I’ll check out all of the notes from our past conversations, see what their goals are, see what some of their challenges are, and if there are any other topics that came up during our meetings. This is why it’s really important to take very good notes during your meetings and then immediately transfer over into your CRM system so that at all points during the sales cycle, you can take a look and see what’s most important to them and then provide personalized value.
So I’ll take a look. I’ll send over something that’s related. If they focus on a particular vertical, if they’re interested in a certain topic, I always send over value value, and then I ask for whatever I need to move the deal forward. However, I don’t always ask for something, and I don’t recommend that you do either. You should be a value driver for your prospects. And so what that means is that you should be providing value at all times, if you’re going to speak to them, give them some insights, give them some education, something that they can learn. And you want to also provide value sometimes and have no expectations. You don’t always need to be asking for something.
If you do provide value regularly and you are a true asset to them, when it’s time for them to buy, trust me, they’ll come to you. There doesn’t need to be an exchange of dollars for you to be an asset to them. The reality is that not everyone is going to be ready to buy when you would like them to buy. B2b sales, buyers, it’s often not their budgets, and so they’re not going to be ready to buy after every single conversation that you have to them. It can often be difficult to determine when they are going to be able to buy.
And so the process that I use is I try to reach out to as many qualified prospects as I can, have as many in the pipeline as possible, and then just continue to add value for each individual prospect until there is one that’s ready to buy. And I don’t stop after the contract is signed. I want to provide value throughout an entire relationship at all times. I want to be looked at as a consultant. And I want my prospects and my customers to want to work with me and not want to lose me. They would want to pay me regardless of whether they end up spending any money with us or not.
So the type of value that you can provide is market research, be proactive about something like that. If you see an article where they are referenced or you think that they might find interest in it, one of the things I’ll do is I will consolidate all of the most important articles from the past month, and I will send it out to my prospects and my customers. This is a great way to do mass outreach, but be valuable as well. By compiling insights that are going to be valuable to all of your customers and all of your prospects, you can use that email to reach as many of your prospects as you’d like, and it will valuable to everybody that you reach.
The way that you would provide value on your first outreach is to do a little research. Go on their website, type their name into Google, see what you can find is important to them. What have they been in the news about lately? Have they been in the news for a new partnership model? Have there been any articles written about them? Go on their site, take a look at the technology they’re using. What is most important to them? You could find a lot from their website.
Another place you should look is their LinkedIn. So often, customers will post about things that they care about. They’ll often do some promotional posts about their company. You should use this information to be as relevant as possible. Then you want to use that in your outreach. Instead of just saying, Hi, I’d like to do business with you, or, Hey, let’s get on a call, you say, Hey, I found out some information about you. I thought you’d find this valuable based on the most recent post that I’ve been seeing about you and based on the articles that I found. This is an exponentially more valuable email than you just reaching out and asking for something.
Scott Ingram: To learn more about Andrew, join the waitlist for his book, and receive a script to secure next steps in meetings, just click over to DailySales.Tips/1796. Once you’ve done that, be sure to come back here for another great sales tip. Thanks for listening!