Cold calls, writing content, sales tactics, being new to sales, SDR life.
Matt's LinkedIn Posts Q4 2019
My journey as an SDR started off by trying to sell the features.
I could feel the other end of the line losing interest.
Then I tried selling the meeting.
That was a little better but I was evading a lot of questions which turned decision makers off.
Finally after six months in the position, I understood why the tech was valuable to its customers.
So, I began sharing that information on every connection.
Decision makers were intrigued and started engaging in the conversation.
Except that one guy, what a jerk.
Hey sales people, here are some things you should keep in mind during your phone and video conversations.
1. Don’t chew gum. It doesn’t matter how you feel about it, some decision makers will be bothered by you chewing gum. Don’t take the chance of making a bad impression.
2. Avoid heavy typing. Typing can be distracting for both you and the decision maker. Use a pen and paper if you need to take notes.
3. Don’t interrupt. If you both start talking at the same time, insist the decision maker proceeds. What they’re going to say takes precedent because the information could be critical.
4. Be aware of your mic and phone line quality. Static or mic feedback can work against you when trying to impress a decision maker.
5. Create a next step. If you don’t set a meeting and the prospect isn’t disqualified. Let the decision maker know that you’re going to be keeping in touch.
Some of the things companies do at the end of the month are counterproductive to business.
They would be better off accepting that they didn’t make it.
Discounts and deal expirations only diminish value.
Stress and anxiety only demotivates the sales team.
Skip all that today and spend some time creating a new plan for next month.
Hey salespeople, if you want this month to be different than last month;
Start making cold calls.
You have nothing to lose.
If you want some help getting started, comment “33” and I’ll send you my cold calling guide.
This can get lost sometimes.
Sales people are just aligning the dots.
It’s their company’s responsibility to provide the value needed to win.
The reality is that sometimes sales people can do their jobs perfectly and lose.
Good business leaders recognize that and make adjustments.
But for a lot of sales people there isn’t as much as a pat on the back.
Here’s your pat!
Shake it off and get the next one.
If you really want to impress someone, ask them a good question.
What’s a good question?
For me good questions accomplish at least one of these four things:
1. They let the recipient know that you understand and you’re tuned in to the conversation.
2. The answer to the question provides you with important information.
3. It segues to an opportunity for you to convey your important information.
4. The question makes the recipient feel good.
Don’t underestimate the power of number 4.
Most sales people aren’t making cold calls.
It’s because cold calling is scary.
There’s really no other reason.
Facing the anxiety you feel on that first dial is one of the most challenging moments in sales.
Once you make the call, you feel more stress as you standby wondering if you’ll get a live person.
Feeling stress on top of anxiety, you head into a possible conversation in a weak state both physically and mentally.
This is why cold calling can be scary.
But the solution is very simple.
Make more calls.
It gets easier.
Hey sales people, your job is a lot harder than most.
The biggest reason is because you create change.
Most people hate change.
They hate change right up until they understand how it can benefit them.
That’s where you come in.
Having the ability to effectively explain your company’s benefits is one of the keys to being successful in sales.
It all starts with mastering the product or service that you sell.
What do you like better: writing content or cold calling?
Is it easier for you to dial the phone or hammer out 200 helpful words?
This is a real choice for some sales people.
It’s a choice because the end result is the exact same thing; conversations with decision makers.
Both channels take effort and persistence.
If you’re torn the choice is pretty simple.
You should do both.
Let me know if you need help.
There are a lot of companies that have a big problem.
One of the solutions is cold calling.
But from there it’s complicated.
Cold calling is really hard.
Which makes being effective with it a big challenge for companies.
Yet there are sales orgs that acquire most of their customers with cold calling.
They figured out a formula that allows their reps to succeed.
Essentially, they made it a lot easier.
If you need help I’m available, I’ve worked with dozens of reps and several companies.
I can help make it easier.
You don’t have to make cold calls all day long to be successful with it.
Even one hour a day can make a big impact.
Here is what’s most important:
5. Email – Are you using emails to get decision makers to pick up?
4. Timing – Are you calling when decision makers are usually in meetings? Are you being strategic about your call times?
3. Decision maker – Who are you calling? What makes you think they’re the right person?
2. Targeting – Is the prospect really a good fit? Why?
1. Ready – Are you ready to talk to resistant decision makers? Are you prepared with the right questions?
If you can check these boxes it will improve connection rates, success rates and your appreciation for cold calling.
Company X is having trouble creating new opportunities.
The sales team has historically been provided inbound leads but those are no longer consistent.
The company’s response to the problem is to create a new outbound sales position.
What do you think about this strategy?
I would love to hear your thoughts.
Hey sales people, do you know your company’s value statement?
Of course you do, you probably have it down pat.
The big problem you’re having is getting decision makers to listen to it.
Most sales people can recite their value paragraph perfectly. They don’t even need to take a breath.
But for a lot of decision makers, it sounds a lot like a foreign language.
So, how do you get your message across?
First, eliminate any buzzwords or company language from your pitch. These words are usually meaningless to the decision maker.
Second, create questions that expose the problems you solve. Make sure they’re easy to answer.
Third, divide your value statement into smaller sections. Try to deliver each part separately between your questions.
If you need help let me know.
When you’re an SDR and you set a meeting it’s like this day couldn’t get any better.
Two in one day and you’re going out for dinner.
Three meetings and you’re not even coming to work tomorrow.
Four meetings and the CEO sends you an email saying you’re awesome!
Five meetings and they’re talking about you at the water cooler.
Six meetings and your manager is starting to worry about their job.
Seven meetings and the VC wants to fly you out to SF.
Eight meetings and Grant Cardone is calling you up for tips.
Nine meetings and I could do this all day but I need to set some meetings.
If a sales org wants to inject cold calling into its culture.
Every sales leader needs to be onboard 100%.
Personal feelings about cold calling or previous negative experiences need to be set aside.
Any crack in the armor gives reps a way out.
Instead they need to be given the knowledge, support and time to be successful.
Because cold calling can be a sales team’s most productive channel.
When it’s working for a company it’s a controllable source for growth.
But everybody has to be all in.
Hey SDRs, make it a December to remember.
Follow these steps:
1. Plan out your next day before you go home. It helps you stay productive.
2. Ask questions when you don’t understand. It makes you smarter.
3. Find new lead sources. It keeps your prospecting fresh.
4. Set unrealistic goals and work with a sense of urgency. It helps you be more productive.
5. Stop doing some of the things that haven’t worked. It optimizes your time.
6. Try to put yourself in your buyer’s shoes. It makes you more aware.
7. Treat yourself when you succeed. It feels good and you deserve it.
8. Be proud of your job. It’s the hardest in sales.
Do you know why your sales messaging isn’t working?
This could be why:
It’s too long.
It’s all about you.
It has too many words that don’t mean anything.
It doesn’t connect with the decision maker’s problems.
It’s kind of braggadocios.
It’s not engaging.
Help me out here, what’s another reason?
Hey Cold Callers, every time you have a conversation with a real decision maker, mark it down.
Not just in the CRM but record it in a place that’s for you.
Because it’s your conversation.
It’s your memory and now it’s part of your development.
Every high level conversation that you have is an opportunity to learn and grow.
Make sure to capture each one so you never forget.
Good luck on the phones today!
If you’re trying to improve your sales team’s phone activity, one thing that could be working against you is the silence.
Sales conversations aren’t like other conversations.
Sales people encounter angry tone, conversation resistance and awkward situations.
Any stress a rep feels during a specific sales conversation can be intensified by surrounding silence.
Here are some solutions:
1. Isolate the sales team from general seating areas.
2. Set up small meeting or call rooms.
3. Raise the noise level.
Whatever you do, don’t ignore it.
December is full of excuses in sales.
Like nobody picks up their phone.
Or they’ll just put me off until next year.
And the classic, I’m going caroling.
Maybe some of it’s true. But if you’re already going through the motions just remember, it’s not Christmas yet.
Find some new biz before Santa finds out.
It’s a funny feeling when you realize you were thinking about something all wrong.
You thought it was this way but it was actually completely different.
This is something that decision makers can experience on a cold call.
It happens when a rep is able to uncover a misconception and set the record straight.
The reward for the sales person can be a new customer. The reward for the decision maker is clarity.
This is one of the reasons we make cold calls. It’s probably also why some of them get picked up.
Quality vs. Quantity
Here’s a real life story.
When I was in tech sales the company’s requirement was 20 targeted cold calls per day.
Making the dials was the easy part. Finding good prospects to fill up the calls was difficult.
Like many organizations, leadership wanted to pump up the call volume.
They changed the standard to 80 dials but recognized they would need to provide reps with targets.
This is what happened.
The number of conversations I had tripled.
But the number of MEANINGFUL conversations plummeted.
2 main reasons:
1. Most of the decision makers had nothing to do with what I was selling. They were so far from the decision they couldn’t even tell me who did.
2. Most of the prospects were not a good fit for the technology.
In this scenario, quality is the right choice for cold calling but there are many other situations with different factors.
Tell me about your experience, I think we could all learn from each other about this debate.
Do you know what’s never part of any email analytics?
When it’s the right time your email contents aren’t really that important.
It doesn’t need to be personalized.
Subject line creativity is meaningless.
All that’s important is the reader can match what you offer with what they’re already looking for.
Because it’s the right time.
Start thinking more about timing and less about subject lines.
Hey cold callers, something you should know about most of the decision makers that tell you to call back in January.
You’ll never speak to them again.
Of course, push hard to get a date on the calendar.
But also try to share more value info since it could be your only chance.
Lisa, in case we don’t connect next month I just want to make sure you understand that we can do this GREAT THING for you.
At least we know this objection is coming.
Try to use that to your advantage and take your shot.
Good luck today!
Thanks for reading, please share!
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About the Author
Matt Wanty is the Founder of Subroot and the Author of The Lost Art of Cold Calling. Recently launched Subroot is the latest sales tool to help reps reach more prospects and build a bigger sales funnel. In addition to writing a book on cold calling, Matt regularly shares posts on Linkedin, His sales content on cold calling, sales career, SDRs and more has been read by millions of sales people around the world. Sign up below to receive Matt’s content directly to your inbox.