One thing that I think is crazy withinin this industry is the amount of time that people focus on the debate between social selling and cold calling. So that’s something that you can find out yourself. You have analytics in whatever platform you use like SalesLoft. Find out what works for you. I’ve personally found out that calling works great. So to me that conversation doesn’t even matter and I don’t know why so many people spend that much time debating this topic when they should be focusing on actually selling.
So in one of my articles I said that you must have at least 10 to 12 touches in your cadence and the way that I usually structure it is to make sure that that cadence follows out throughout about 35 to 40 business days, because sometimes you send the first outreach or give a call and a voicemail but maybe the timing is off. Or they’re just really busy because it’s end of quarter or whatever that might be. So you have to give yourself a chance to make sure that they see it and that the timing for them is right. So I usually structure things again then I do A B testing but it’s either a call first or an email. Then you have another three or four calls, another three or four emails. I usually send one video. You can try playing around with sending the video first versus later on and then usually only have one or two touches on linkedIn. I just find generally linkedIn is not as good as calls and e-mails.
Got it. Got it. And of all of those. Is there one that is the most consistent producer that you find opens up the most doors and leads to the largest number of meetings, or is it really just the sum of the parts?
At the end the day. It is calls. So the powerful thing about having direct dials. And then there’s also a feature on SalesLoft which allows you to to local dial which means that when you call a prospect they’re actually going to see a number calling from their area code. So if you’re calling them directly with a number from their area code you’re going to get really high response rate. So I’m talking like 10 percent plus and usually this is something that’s like under 1 percent. So at the end the day it’s the phone.
Talk a little bit more about how you’re using ViewedIt. I think it’s a pretty standard way but for folks who aren’t familiar with ViewedIt I think it’s an incredible tool. And like you said it’s still free at this point so well we’ll see when Vidyard changes their mind on that one. But how do you personally use view that in your process.
So it’s not revolutionary I think at the end of the day the main thing that you’re trying to do as an SDR is capture someone’s attention and stand out from the crowd. So as of today videos are not something that are prevalent in a lot of outreach. So I use that to my advantage so that people can get these videos and then they realize that I spend time to customize outreach for them. So in the actual video what I do is you can put a subject line within that video with then I have a thumbnail that usually holds up their name so that they’re more likely to click it. And then within that video it’s really just me pitching the product in one or two sentences and then asking them if they would like to setupe a call but it’s nothing revolutionary it’s just the fact that I’m doing it and most people aren’t.
You’ve talked about SalesLoft and you’ve talked about ViewedIt and actually I think going to come back to ViewedIt in a little bit more detail. But are there other kind of tools and apps that are really critical to your process and approach.
Yes. So from a productivity standpoint I don’t use too many things. I use Momentum which is an app or a Google Chrome extension specifically for having your To Do lists. And speaking of “The One Thing” it actually comes up and you get to input that one thing each day that you want to accomplish. So that’s something that I strive towards. In terms of other sales productivity tools that we use so another big one for us is ZoomInfo. And this goes back to cold calling so getting direct dials is really important to us. So ZoomInfo is another big one. Obviously Salesforce and SalesforceIQ But that’s that’s mainly it.
I do quite a lot. The first thing we do out here we actually have a book club so we try to do one book every single month and that’s not only necessarily focused on sales but all aspects of the business. Apart from that when I do have some great time or before I go to bed I usually read a lot of LinkedIn articles so just scrolling through the feed going from there. And apart from that a lot of stuff from John Barrows who’s a well-known sales leader and also Morgan Ingram who focuses specifically on SDR stuff with his SDR Chronicles. So those are the main ones that I have. And then obviously some other sales books which I recently read “The Challenger Sale” is obviously classic. Right now I’m reading a book called “The One Thing” which is really good as well.
It’s a very interesting transition. I’ll be honest. The AE role in itself is a lot harder than I thought it was going to be and I think one thing a lot of SDRs don’t realize just because the SDR role in its nature is it’s a very high level role where you’re talking about the value proposition of the platform and you can actually say that value prop within a couple of sentences and then do a discovery. The thing about the AE role is that that’s when a lot of objection handling comes into play. How do you navigate through different types of organizations. How do you deal with an RFP. How do you deal with procurement. How do you deal with lawyers. So there’s a lot more strategy involved there but it’s definitely a lot of learning so I’ve only been in the role for about a month and a half now but trying to ramp up as quick as possible.
One thing that is inevitable and every single SDR salesperson has to realize is that most people are not going to respond to your voicemail. And I think there is a statistic out there that it’s actually under 1 percent. And if I ever receive a message back from a voicemail, that’s pretty shocking. So the way that I see voicemail is that the main purpose of it is to direct the prospect to your email. You only really have five or 10 seconds within that voicemail to capture their attention. So I have a specific script that I use which makes sure that they know who I am and where I’m calling from so that they can go back to their inbox and then search it up.
Perfect. And do you want to give us an example of that script. I think this is a good point to kind of insert like who is Loopio because you actually serve the sales market so that’s actually fairly relevant here.
Yeah for sure. So just like something I would say as an example I’d be like Hi. Let’s say first same I’ll say hi Scott. This is Florin calling from Loopio. I sent you an email yesterday regarding improving your RFP response process. But I have not heard back from you. Can you give me a quick glance and reply back. Again it’s Florin calling from Loopio.
Nice nice nice. So just recognizing nobody’s ever going to call back. So let’s create a call to action that is a channel that they can use.
There’s really four things I use. So it was phone, obviously cold calling in essence, e-mailing, video outreach with a tool that is called ViewedIt which is actually free as of right now and I also used LinkedIn touches as well. Something else that I’ve seen being used quite heavily is Twitter. That’s not something that I really got into personally. But it’s definitely something that I’ve seen work for other people. So those are really the four different aspects of them. In terms of what I think is best. And this is actually something that I wish I realized earlier. The phone is extremely powerful because you have instant feedback. If you get somebody on a call and they tell you ‘no’ right then. You don’t have to waste another two weeks trying to follow up with them on email. It’s cut, you move on to the next person. So I think phone is really powerful.
How are you conducting those tests and determining what works best in your approach.
Yes so the main tool that we use for AB testing is a platform called SalesLoft. So it actually allows you to have different variations in the type of either let’s say subject line for an email or the content within that. And then you also have analytics around called times and when the highest connect rates are.
In my articles I had 10 tips but I really broke them down into the three most powerful ones I think. So the first one is going to be knowing when to actually reach out to your contacts. Whether that’s via cold calling whether that’s on social or e-mail. The second one we can quickly talk about is around having cadences that don’t only include calls and e-mails but also things like video and different types of social touches. You know via LinkedIn for example, and making sure that you have a decent amount of steps within that cadence to make sure that you’re going to get a response most of the time. And the final one that I had was around constantly A/B testing your different cold calling scripts, subject lines, and actual content with e-mails and weeding out the bad ones. And then as time goes by hopefully you’re going to just get better and better numbers for your outreach.