“getting more leads” isn’t
your main problem
_______ provides professional consulting services to
develop and support online business solutions. From
startup to Fortune 500 companies, _________ assists
clients to maximize their return on investment in the
Cloud by providing implementation, development, and
value-added software solutions.
speaking to everyone = no one can hear
confusion => “no!”
but they say:
“i don’t know”
“send me more information”
what do customers want?
people don’t care what you do...
they care about what
you can do for them
improve your messaging TODAY
• “how do you help customers?”
• “so what?”
• “what’s so great about that?” (WSGAT)
“nail your niche” to get rich
1. popular point of pain (need, not want)
2. tangible results
3. believable solution
4. identifiable targets
5. unique genius
you have to assume “build it
and they’ll come” is a fairy tale
• even with a perfect sales process or big sales
team, if your leadgen is crummy, you’ll struggle
• with great leads, you can get everything else
wrong & still do well
• details on the 3 types of leads
leadgen is your “big lever”
outbound pros & cons
• pro: can drive very predictable, fast growth
• pro: get into bigger companies
• pro: source bigger deals (3x-10x inbound)
• pro: perfect complement to inbound marketing
• con: not for everyone
sales email fails
1. too long
3. flexible truth
5. vague calls to action
sales email fails
chant this mantra:
“simple to understand,
easy to answer”
your job (as rep or manager)
1) find out the TRUTH / “why”
2) help them move on or out
• “yes” means “yes”
• assume anything else (“later / maybe /
consider it”) means “no / not interested”
• Can you find out why?
– not a fit / they don’t see the value / truly not the
right time / don’t have the right person…?
make truth easier
1. no guilt
– by managers to reps
– by reps to prospects
2. lower hurdles to honesty with ‘easy outs’
3. ask hard questions – in friendly ways
– non-threatening, curious
– challenging them => defensiveness
helpful, not challenging
* do you have buy-in yet from the CEO?
* where are you in your decision?
* what would it take to get this done by month-
curious, not challenging
* is this a priority?
* what else is more important right now?
* on a scale of 1-10, how important is it to get
done, or done by ____?
investigative, not challenging
* who’s the decision maker?
* who else is typically involved in deciding &
budgeting something like this?
give them easy outs (friendly challenge)
• aka “break up emails”
• “i’ll assume this isn’t the right time [of interest |
a priority | a good fit], unless I hear
• just do it & ask when you need to
– better to “blurt” than do nothing
• don’t turn it into a big deal
– Desperation vs. Information
– like asking for directions, or about the weather
learn to see truth
painful truth) as
the best part about the painful truth
(whether in love or money)
• you know one way or the other,
• can move outta denial &
• see clearly what needs to happen next
how much is it the people vs. you?
1. what’s really causing high sales team
attrition, missed goals?
2. nail a niche to get rich
3. specialize your people
4. seeds: more customer success investment
5. nets: marketing needs a Lead Commit
6. spears: product companies who have any
$20k+ customers should be doing outbound
7. practice getting to the painful truth
So – in rough order...
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