The Sales Hacker Podcast
The Sales Hacker Podcast

Episode · 2 weeks ago

Friday Fundamentals 156: Jason Bay

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Friday Fundamentals 156: Jason Bay

Hey everybody, it's Sam Jacobs.Happy Friday, welcome to Friday fundamentals. You know Friday fundamentals. It's thatshort five to ten minute format where we bring you actionable insights to help makea difference in what you do today. Now I've got this week's guest backon the show, Jason Bay. He's the chief prospecting officer, the CEO, the cofounder, all of the things for blissful prospecting, which is areally amazing training company and a company focused on helping other companies improve the resultsaround having conversations with strangers, basically and creating new opportunities and new meetings withpeople that you're trying to reach to sell suf too. So and he's goingto talk to us about his framework to increase the effectiveness of your outbound prospectingand it's a very powerful framework, something to think about. So we want, we are excited to hear him talk about it. Now, before weget there, we've got two sponsors for Friday fundamentals. The first is pavilion. Pavilion is the key to getting more out of your career. Our privatemembership connects you with thousands of like minded...

...peers and resources where you can tapinto leadership opportunities, professional development, mentorship and other services made for high growthleaders like you. In December, when you join pavilion through a friends referrallink, we will plant two hundred and fifty trees on your behalf. So, in the effort to stop climate change and reduce carpet from the atmosphere,can consider joining pavilion through a friends referral link and help us plant two hundredand fifty trees each time you do so. Our second sponsor is outreach. Outeach triples the productivity of sales teams and empowers them to drive predictable andmeasurable revenue growth by prioritizing the right activities and scaling customer engagement. With intelligentautomation. outres makes customer facing teams more effective and improves visibility into it reallydrives results. Jason, welcome back to the show. Led to be here. So our question for you, which we talked a little bit about earlierthis week. You have an amazing framework to help companies improve the effectiveness oftheir outbound prospecting. What is that framework? So there's three parts to it.I think the problem in the way...

...that people approach outbound is a lotof times the answer to getting better results is just increasing the volume, andsometimes actually increasing the volume of activities is part of the answer, but thisis going to really be how do we increase the quality of what we're doingso we can get more out of the effort that we're putting in. Sothere's three parts to identify, engage, create. So with identify, giveyou a couple quick things that you want to do here. So this isyour ICPs and personas, and essentially what we want to do is go frommass blast sending out those badging blast emails, making those cold calls where we're justsaying the same thing over and over again, to all kinds of differentjob titles and, you know, different industries and that sort of stuff,to what I call quality first. So you want to take your target marketand you want to create and segment it as much as you can. Soan example of that would be I want to get past just the industry andthe job title. I want to segment into maybe there's three or four triggersgoing on in that company, situations that they might be in, things youmight see on their website that make having...

...a conversation relevant with you and Iwant to get segmented as much as we can so that your reps don't haveto do so much work to figure out what kind of messaging to send tothem. So that's number one. Really get layered into segmentation there. Numbertwo, engage. This is our messaging and sequencing strategy. So what wesay in our emails are cold calls, how we decide to seequence, etc. And what we want to do here is move from me centric to ucentricmessaging, the way that we blend in with everything else that these prospects aregetting, because the the competition that you're dealing with is not your direct competitorsor anything like that, it's it's really you're competing for that person's attention withall the other stuff hitting their inbox and all the other people calling their phone. The way you can stick out as by talking about them. The actionablehere that you want to do is create what I call a messaging Matrix.So what you want to do is take your personas and put them onto aspreadsheet or a table or whatever it is, and I want you to say,Hey, I'm reaching out to VP's...

...of operations and I want you tolist out their top two or three priorities based on the sales conversations that youhave with them. So during discovery and Demo, what do they tell youis the reason that they're talking to you. That's going to be called number two, calum number three is the problems that are typically getting in the wayof those priorities, and called number four is your value prop how you canhelp with that. Really simple. Create that Messaging Matrix. Make it allabout them. Don't talk about your product, you're not selling. Don't prospect tomake a sale. PROSPECTS START A conversation. Lastly, create. Thisis our ability to secure the meeting. So the shift that we need tomake here is moved from an always be closing approach to what I called teach, don't take. So instead of constantly peppering the prospect for the meeting,I want to offer something in return for their time. So instead of justgetting a demo with you. So I have a company that sells an automatedwelding solution. What they promised that that...

...prospects going to get in that firsthour interaction is they're going to get a state of the Union. And whatother manufacturers are doing to deal with the labor shortage right now, specifically aroundhiring welders that specialize with this MiG, you know, kind of specialty.They're going to get that. They're also going to get a better understanding ofwhy they might have so much trouble automating them more customized parts in their manufacturingprocess. They're going to get something in return. So I don't want youto think about if you're running a sales development team and let's say you're notdoing the selling, is work with the as and the sales team to figureout what kind of insights get shared during the sales process and how, whenI go to set up a meeting with so and so, I can say, Hey, you're going to be talking to Cem, and one of thethings that you're going to get from that Collie C's. Obviously it is goingto show you a little bit more how we might buil to help you,but really what you're going to take away is a really good understanding of whatother sales teams are doing right now to get in the inbox of their prospectsand secure meetings, and you're also going to figure out how managers can helptheir reps, be more productive and hit...

...those activity targets on a daily basisand get them pick it up the phone more. And we're going to tellyou a little bit more about our solution. So I want there to be somethingin return for their time. So identify, let's get better about howwe decide to target and segment. Engage, let's be smarter about how we messageand make it more about them instead of about us, and let's tocreate and secure the opportunity. Let's figure out what we can teach the prospectin exchange further time. I love it. Identify, engage, create and remember. With engage, think about a messaging Matrix so that you can systematicallyidentify pain points and value prop is asition by persona, and that'll be helpfulto you. Jason, it's been great having you on the show this week. Remind us if we want to get in touch with you, what's thebest way? Yeah, blissful PROSPECTINGCOM's the best way. We got tons ofcool free content on there. There's guides, we got a podcast as well.I post every day on Linkedin, so if you're looking for some ofthat stuff, it's there. And if you're a rep looking for some helpin coaching, we have a program called...

...outbound squad. So if you're lookingfor help like kind of implementing this, building your own playbook, getting betterresults that you could level up in your career, there's an application only programthere that you can check out. And then we work with companies too.So if you're running a sales team or an organization you're like, I wantthem to do outbound like this, or we want to get some better resultsfrom our cold calls, called emails, etc. Make sure to check usout as well. There we work with companies as big as your zooms andMedalias, all the way down to companies with like six reps and sort ofeverywhere in between. So if you're looking for help getting better results from youroutbound program make sure to go to blostful prospectingcom. Sounds good. Folks,if you want to reach out to me, you can. You can email me. Sam a joined Pavilioncom, or you can find me on Linkedin andotherwise. I hope everybody's having a safe and happy holidays. Jason, thanksso much for being our guest on the show this week. We'll talk toeverybody else next time.

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