“Make your prospect feel special. Give them an experience. Give them something they’ve never seen before.” – Nathan Offner in today’s Tip 572
How do you create an experience for the prospect to make them feel special?
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Scott Ingram: You’re listening to the Daily Sales Tips podcast and I’m your host, Scott Ingram. I’m super excited for today’s tip from Nathan Offner, it definitely works in audio, but the video is even better and you’ll find that at DailySales.Tips/572 Nathan is the head of growth at Makeen Technologies and an active member of the Sales Success Community. Here he is:
Nathan Offner: Hey everybody. So I have a question for you. What are you doing to distinguish yourself from everybody else in breakthrough your prospect? What are you doing to become a red X in a sea of white circles? I mean, usually, there’s two camps. One’s that say that relevance is the most important and the others say that personalization is the most important. And of course, they’re both important. How many of your offer has no relevance to your prospect and there’s not necessarily need for them to speak with you at least right now. And of course, personalization is very important because the prospect gets hundreds of messages a day. So how do you stand out from everybody else when most messages all at the same? And of course, then you have the C suite. I mean, they expect the personalization, so the difficulty is even higher. And so that’s a really big question. How do you create a memorable experience that gets you heard? And that’s very important, creating an experience that’s different than anything else, and really makes your prospect feel special because it’s about them. And you see, that’s what I would love to share with you today.
In 2018, and I created my first creative campaign that was scaled and it’s firstly the same one that I’m going to show you today. And it was for an awesome, but new and small intellectual property technology company that just wasn’t well known yet. And we needed to reach out to technology CEOs for companies ranging from about 20 million to 2 billion. And obviously that’s difficult, but as Barney Stinson would say “Challenge accepted.” So for today’s recreation, I’m going to play our very busy CEO, Scott Ingram. Alright, let’s do this.
Okay. Package one. We open it up. You see the movie “Speed” with Keano Reeves. One of the greatest actors ever also known as John Wick, of course a personalized message. The message says, “Scott, moving too slowly and business can be dangerous. To be continued.” Quick disclaimer, I don’t actually recommend that you use the movie “Speed” along with this message. It may cost alarm, but you should probably do is get the movie “Talladega Nights” and then attach the message it says “In business, if you’re not first you’re last.”
And next, we have packaged two. And after we open it up, we see a mini travel chess set. And of course you can’t forget a personalized note. And the note says, “Scott always be three to five moves ahead of your competition.” And of course, with an ellipse at the end, indicate that more packages are coming.
Okay. Now for package three, we open it up, and inside is a light bulb. Trapped inside of a block of wood. And it will not come out. Not sure how it got in there. It’s like a job for an engineer to try to reverse. Anyways, next comes with a personalized note and the note says, “Scott, securely capture your ideas in a unique way.” Of course, were have an oopsie. Once again, indicate that there’s another package coming.
And finally our fourth and final package, this one’s different. Scott notices it’s much bigger and he pulls out a full-sized safe, I mean, who would have seen that coming? And of course, there’s a note attached and Scott opens it and it says, “Scott, but most importantly, protect your business first. Keep it safe.” And also says at the bottom “Scratch here for combo,” it looks like a scratchable sticker. And below that a penny next then. Hint… Sales Success Stories launch. And soon Scott, he scratches away with the penny and he sees the number 2016. And funny enough, that’s the same year that Scott launched Sales Success Stories. We punch in the combo, of course, 2016. We opened it up and inside is a personalized dollar bill with Scott’s face on it. And it’s real. And of course, a note and that note is up to you.
Okay. So most of you were probably wondering, “Nathan, how well did this campaign perform?” And of course, I’m happy to answer that, but first, let’s look at just a few variables that can impact your outcome. And those are how big of a company you’re reaching out to? What is the seniority of the prospect that you’re reaching out to? How competitive is the industry? And of course, how big and well known as your company? And so I’m going to put it this way, if a small company and a really competitive space it’s reaching out to about mid to large enterprise companies, specifically CEOs can achieve about a 50% response rate. Most of you should be able to do even better. And I would love to see that, but you know what, there are some outcomes that go even beyond response rates that are really awesome to see, and I’ll just share a couple.
So for example, if the CEO didn’t immediately reach out to me and I would follow up and call the office, sometimes I would just say “Unknown sent the packages.” And oftentimes that individual would just start laughing. So you know, that you made an impact, beyond just the prospect. You made it fun for the entire office and it got everybody talking and that’s cool, but you know what? One of the coolest impacts where it really solidified that, Hey, we created an awesome experience for that prospect that made them feel special was when a CEO of a company that was between 1 to 1.5 billion told me that not only was I the first salesperson that they took a meeting with, I was the first salesperson that they even responded to, and that is awesome. And so I think that we answer a couple of our original questions. How do we create a memorable experience that gets us heard? And how do we create an experience for the prospect that makes them feel special? And where the ways we did that is we gave them something that they’ve never seen before. And today Scott Ingram, and I wanted to inspire you to do the same. And I hope that we accomplished that. So if any of you out there needing help in your journey, please feel free to reach out to me. But remember, make your prospect feel special. Give them an experience. Give them something they’ve never seen before. Good luck.
Scott Ingram: Like I said in the beginning, the video of this tip is even better and not just because it features a dollar bill with my face on it. Click over to DailySales.Tips/572 to find that, a link to Nathan’s LinkedIn profile so you can connect with him directly and his own brand new personal site.
Once you’ve done that, told your friend about this tip and then shipped a safe full of cash with the code set to 2016 to my home address. Be sure to come back tomorrow for another great sales tip. Thanks for listening!