I am a big advocate of ZoomInfo. Direct dials are crucial for us. We use Zoom Video as well for all of our conferences. DiscoverOrg to help navigate like company trees and really see who reports who for bigger companies as we make a big push to go upstream in the market. LinkedIn Sales Navigator to help you really figure out the people you need to talk to in the account based on their titles and really helps you sort quickly. I recently used. I’m going to the RSA Conference and we recently used Data Fox to help us pull the attendees, pull relvant people we need to speak to. We use Chorus internally as well to do call reviews. Pick up tidbits during our conversation with Account Executives. I think that’s about it for myself. I know we have a bunch of tech withing Outreach that we most likely use and may not be totally relevant to me. Those are definitely the ones I use most in my day to day.
I think a big thing for me is being extremely personalized. So I actually work for Outreach, I worked for KiteDesk, both were sales engagement tools which allow you to work more efficient effectively through automation and automation can be a very dirty word in the space used the wrong way. So I think leveraging automation the right way is really crucial. And for me leveraging automation in the right way means spend i ng significant time on a personalized email whether that’s through research via company page via job postings. Industry competitors relevant references and then using our automation to continually bump those emails so that a sales leader, marketing leader an operations leader anyone of our primary targets can see that email multiple times because people are busy it takes a lot of time to get a response. So it is time trucial the more times they can see something you put a lot of work into the more chance you have of getting a response.
I’m very sequenced, which is a sequence is our email automation. So it is putting someone into a structured set of touch points that are designed to help get a response. So I will sequence very heavily on Sunday and Wednesday . This is assuming my whole my whole week goes as planned. Doesn’t always do that. So I don’t make it seem like it always does but Sunday and Wednesday night I will sequence very heavy. And then Monday, Tuesday, Thursday, Friday I’ll have tons of relevant engagement responses and conversations to be had. So I’ll hit the phones harder on those days. Like most of my e-mails don’t get responses but they lead to meetings via the phone. So in that e-mail is more to warm up the conversation and then I really use that e-mail as a script when I’m calling someone. Because if I spend 10 15 minutes on an e-mail. I have tons of relevant content for them right away. And you’re really hitting home at the same point in a different way on the phone. And it really just helps secure that actual appointment.
You mentioned it’s a different style. How would you describe your style then. Very very targeted in the sense that most of the calls I get on with people. Probably about two thirds. I know their face I know where they work. I know some context about them. If you just mention their name. I can give you a little bit rundown about them and how I’ve directed positioned Oureach to them. But people who are at higher volume they’ll convert a little bit lower in terms their conversations term their cold e-mails but the volume counteracts the lower conversion rate due to that.
For me it’s all LinkedIn. It’s definitely more of manual process. For me we have some great data tools. We use DiscoverOrg and ZoomInfo both of which are excellent. So I am big on LinkedIn prospecting because that’s the most relevant data you’re going to find. So I think they update their data about every two months or forty five six sixty nine days whatever that may be. So on LinkedIn it’ll give you really relevant people and making sure they are still in that role as I said before people change roles all the time. So making sure there’s still the company still in relevant title that would make sense for us prospect. People who do the more volume approach. Whole lot of people in through DiscoverOrg or ZoomInfo without really referencing LinkedIn. So it’s a much quicker process but it could be some wasted effort as well on their end. But it does lead to more changes due to the volume.
People who do well in their careers are either very experienced very educated or they’re really good at doing things people hate doing so prospecting like you before people hate it. If you asked most senior account executives what’s the one thing you wish you never had to do it’s prospecting. So I think if you can get really really good at it and and actually find joy out of being good at something that people hate doing or aren’t good at. Then good things will start going your way.
So for me the typical sequence is a personalized first e-mail and then we’ll have two or three bumps to it. So it’s like hey Scott see my last e-mail when would be best for us to connect. But it’s a smaller e-mail so that if you’re opening on your phone that first e-mail it’s in a reply thread still pops up there. So these are all just hypothetical numbers. Let’s say my first email gets replied to at a 5 percent rate and then each of the 3 emails after there are 3 percent. That’s basically giving that same email a 14 percent reply rate instead of a 5 percent reply rate because people we’re targeting are they head up teams the head up entire sales divisions. They’re probably running around the office like crazy trying to get stuff done so getting them at the exact time when they’re opening their phone or open their computer to respond to email is extremely tough and it just a lot that’s luck as well so if they can see it three or four times instead of just one. Trickled in with a bunch of calls. It gives you a far better chance of getting that person at the right time.
You’re always going to have to prospect that’s never going to go away. So if you get good at doing the things people hate doing and you get good at things that really help drive business. Then you’ll always be valuable to the company. You’ll always be able to write your own ticket. In that sense. Because if you go somewhere and you’re now a full cycle rep and you still have to go find your own business and you can’t prospect. It doesn’t matter how good of a closer you are if you don’t have deals to work. So it’s always the full lifecycle of the deal.
Sam Silverman – Top SDR at Outreach.io – Being very targeted, personalized and leveraging automation
Sam Silverman is the top SDR at Outreach.io. He is the only SDR in the company’s history with multiple months over 200 percent quota. He has a 55 percent correct connect to meeting schedule conversion. In this episode, Same shares how he got started in sales, his process and how he has been successful.Continue Reading …
You want to be totally in control of your success and your earnings. You should figure out how to start liking it. Probably my two favorite AEs to work with internally of Outreach are people who will always help you on a follow up email. They prospect themselves. They actually get it. Those people definitely get favored internally because of that and they’re more empathetic to the role and understand that initial conversation could be all he needs really to help win yourself a giant deal and a great logo for the company.