“What people really want to hear and are responsive to, is things that are relevant to them.” – Jason Bay in today’s Tip 248
What sales trigger do you know?
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Scott Ingram: You’re listening to the Daily Sales Tips podcast and I’m your host, Scott Ingram. Today’s tip comes from Jason Bay of Blissful Prospecting who you’ll find appearing here on the podcast either Tuesday or Wednesday of almost every week. Now the very beginning of this tip got cut off and rather than asking Jason to re-record the whole thing, I’m just going to pretend to be him for the first few words and then let him take it away. Here goes: One of the things we’ve been doing a lot of lately…
Jason Bay: Is interviewing our client’s customers and if we’re working with the nonprofit, interviewing their partners, and we learn a lot from these interviews and I highly suggest you do this. If you haven’t, it’s a great way in your prospect’s language. Learn a little bit more about why they decided to come to you in the first place. If they were seeking your help or why they decided to respond to your cold outreach. And what we hear almost 90% of the time, because at the end of the call we’ll do a quick pitch and say “Hey, you know if you got an email that sounded something like this or someone said something like this over the phone, know would you be receptive to it.” In 90% of the time, what people really want to hear and are responsive to is things that are relevant to them. So it’s not necessarily having to do with, you know how funny the email or outreach is, how short it is, how good the value prop is, how good you get the challenge. It’s really if it’s something that they’re dealing with right now. So the way that you can take advantage of this is to use what’s called a sales trigger. So a Sales trigger is essentially some sort of indication that a prospect likely will need your product or service. And these come about in many different forms. So I want to go through what some of those triggers look like and then how you can use them. So here are the more simple ones. So Craig Alias I think is how you pronounce his name. He’s a really big proponent of sales triggers and needed a lot of studies on this too. And he said that 32% of all new hires will make $1 million worth of decisions in their first year. And most of those will happen within the first 90 days. So the first trigger that you can look at is someone that’s new to the job. So the way that you can find these as LinkedIn Sales Navigator, if you do contact-based searches, you can actually search for people that have started a job within 90 days. So it’s a pretty cool filter. So the thing is is that you’re not just going to reach out to them and say ”Hey, congrats on the recent job notice you started 60 days ago.” That’s probably not a really great thing to reference in a personalization where you might use that as connecting it into a challenge they might be having connecting it to your value prop or some sort of call to action. So one of the things that you might do is, so I’ll just use this as an example. If we’re helping someone, a sales team with prospecting. And so let’s say it’s a VP of sales, we might say some sort of personalization about something we saw on their LinkedIn and then we say “Hey, you’re not sure if you’re dealing with this or not, but you know, a lot of recently hired VPs of sales tell us that one of their biggest challenges is getting clear with how things are working and getting up to speed in their job, but also making sure that there’s a seamless transition between training with their sales managers and making sure that everyone on their team is up to speed and hitting their quota.” So something like that is what you would reference in the challenge. Or you might connect it with a value prop. Like, “Hey, you know, we help sales teams and especially leadership teams that are recently getting started in their position accomplish X.” So I’m going to reference it not in the personalization because it might be kind of weird. And a lot of people are already doing that and connect it to some sort of way on how we can help them. So finding people that are new to the job is one way to do it. Job changes are another big thing. So if you have a lot of relationships, make sure that you’re following those people and you’re connected to them on LinkedIn. You can also use another tool called Apollo; you’ll probably end up having to spend about a hundred bucks a month though to get this feature. But just managing job changes. So if you had a contact at one company and they get hired at another company that could also use your product or service. That’s a really easy way obviously to get your foot in the door; you just gotta make sure that you’re tracking these job changes. So go and find out all the decision-makers you’ve talked to at within your entire career. Really. If you wanted to go back and just make sure you’re keeping track of where they’re at now and if you can still work with them. The third one, you can use this news. So you can set up Google alerts to figure out, you know; “Hey, what’s going on with a particular company?” Or if you want to hear reference of a particular challenge or industry trend or whatever that may be. You can also follow particular accounts and prospects on LinkedIn Sales Navigator just to get an idea of what’s going on in their company. We’re working with a real estate company right now and they want to track, you know, consolidation and relocation changes. And that’s something that we set up for them in news. And that’s something you can reference in an email or a cold call. And then lastly, just monitoring LinkedIn activity in general. You know what companies are interacting with and their content, what they’re saying, and particularly the decision-maker, what they’re posting on LinkedIn. Those are also things that you can reference in cold outreach. So the best way to use these, as again is either mentioned in the personalization if it’s relevant or find some sort of connected to the challenge, value prop and call to action and you’ll find a big increase in response rates.
Scott Ingram: For more great stuff from Jason Bay, connect with him on LinkedIn. You’ll find more of his tips and ideas there. As always we’ve got links for you to his LinkedIn profile and to Blissful Prospecting at DailySales.Tips/248
Once you’ve connected with Jason, be sure to come back tomorrow for another great sales tip. Thanks for listening!