“Lead with context and then talk about the problems that the folks who have that context typically have.” – Armand Farrokh in today’s Tip 510
What is your value props?
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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 Armand Farrokh. Armand is a Director of Sales at Carta and Host of the 30 Minutes to President’s Club Podcast. This is part 2 of Armand’s 3 part series on cold calls. Here he is:
Armand Farrokh: What’s up everybody. My name is Armand Farrokh. I’m a Director of Sales over at Carta and the host of The 30 Minutes to President’s Club Podcast. Last time we talked about cold call openers. Today, we’re going to be talking about cold call value propositions.
So last time we talked, we said the cold call opener should not be “How’s your day going.” It should not be, “Did I catch you at a bad time?” It should lead with context. And so if your context is your buying trigger is, “Hey, you raised a financing round.” You would just lead with that on the phone. “Hey, I noticed you raised around the other day. Congrats. It’s Armand of Carta. Have you heard her name tossed around?” And I get them to sit up with that context.
The value prop, a lot of people drop the ball by doing a feature dump right after that. Well, you laid up this perfect context. Now, all I have to do is set up the context so that the context matches the value prop. And so if that is my buyer trigger, I’m going to say, this is the problem that people with that buyer trigger tend to have.
And so at Carta, we sell valuation services because companies need to value their company after round, and then we help them manage their equity. So issue options to folks. And so if the context is you just raised around the value prop is going to lead with typically language.
So typically after you raise around. We find that you spend a ton of time issuing options to new employees, issuing certificates, new investors, and you’ve got to sink five grand into the ground on evaluation. We essentially automate all that stuff. So it’s close to free and it takes half the time. Can I get a couple minutes to see if that’d be helpful for you guys? And so instead of painting out, “Whoa, Carta is the leading provider in cap table management software, and we let you issue options.” All I’m saying is this is the problem you’re facing. And guess what, we solve that. So lead with context and then talk about the problems that the folks who have that context typically have. Solve the problems. Don’t sell the product.
Scott Ingram: For a link to Armand’s podcast and to connect with him on LinkedIn, just click over to DailySales.Tips/510. Next week we’ll feature part 3 of this cold calling series, and of course you can always come back tomorrow for another great sales tip. Thanks for listening!