The Sales Hacker Podcast
The Sales Hacker Podcast

Episode · 7 months 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 that short five to ten minute format where we bring you actionable insights to help make a difference in what you do today. Now I've got this week's guest back on the show, Jason Bay. He's the chief prospecting officer, the CEO, the cofounder, all of the things for blissful prospecting, which is a really amazing training company and a company focused on helping other companies improve the results around having conversations with strangers, basically and creating new opportunities and new meetings with people that you're trying to reach to sell suf too. So and he's going to talk to us about his framework to increase the effectiveness of your outbound prospecting and it's a very powerful framework, something to think about. So we want, we are excited to hear him talk about it. Now, before we get 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 private membership connects you with thousands of like minded...

...peers and resources where you can tap into leadership opportunities, professional development, mentorship and other services made for high growth leaders like you. In December, when you join pavilion through a friends referral link, 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 hundred and fifty trees each time you do so. Our second sponsor is outreach. Out each triples the productivity of sales teams and empowers them to drive predictable and measurable revenue growth by prioritizing the right activities and scaling customer engagement. With intelligent automation. outres makes customer facing teams more effective and improves visibility into it really drives results. Jason, welcome back to the show. Led to be here. So our question for you, which we talked a little bit about earlier this week. You have an amazing framework to help companies improve the effectiveness of their 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 lot of times the answer to getting better results is just increasing the volume, and sometimes actually increasing the volume of activities is part of the answer, but this is going to really be how do we increase the quality of what we're doing so we can get more out of the effort that we're putting in. So there's three parts to identify, engage, create. So with identify, give you a couple quick things that you want to do here. So this is your ICPs and personas, and essentially what we want to do is go from mass blast sending out those badging blast emails, making those cold calls where we're just saying the same thing over and over again, to all kinds of different job titles and, you know, different industries and that sort of stuff, to what I call quality first. So you want to take your target market and you want to create and segment it as much as you can. So an example of that would be I want to get past just the industry and the job title. I want to segment into maybe there's three or four triggers going on in that company, situations that they might be in, things you might see on their website that make having...

...a conversation relevant with you and I want to get segmented as much as we can so that your reps don't have to do so much work to figure out what kind of messaging to send to them. So that's number one. Really get layered into segmentation there. Number two, engage. This is our messaging and sequencing strategy. So what we say 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 ucentric messaging, the way that we blend in with everything else that these prospects are getting, because the the competition that you're dealing with is not your direct competitors or anything like that, it's it's really you're competing for that person's attention with all 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 actionable here 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 a spreadsheet 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 to list out their top two or three priorities based on the sales conversations that you have with them. So during discovery and Demo, what do they tell you is 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 way of those priorities, and called number four is your value prop how you can help with that. Really simple. Create that Messaging Matrix. Make it all about them. Don't talk about your product, you're not selling. Don't prospect to make a sale. PROSPECTS START A conversation. Lastly, create. This is our ability to secure the meeting. So the shift that we need to make 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 just getting a demo with you. So I have a company that sells an automated welding solution. What they promised that that...

...prospects going to get in that first hour interaction is they're going to get a state of the Union. And what other manufacturers are doing to deal with the labor shortage right now, specifically around hiring 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 of why they might have so much trouble automating them more customized parts in their manufacturing process. They're going to get something in return. So I don't want you to think about if you're running a sales development team and let's say you're not doing the selling, is work with the as and the sales team to figure out what kind of insights get shared during the sales process and how, when I 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 the things that you're going to get from that Collie C's. Obviously it is going to 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 what other sales teams are doing right now to get in the inbox of their prospects and secure meetings, and you're also going to figure out how managers can help their reps, be more productive and hit...

...those activity targets on a daily basis and get them pick it up the phone more. And we're going to tell you a little bit more about our solution. So I want there to be something in return for their time. So identify, let's get better about how we decide to target and segment. Engage, let's be smarter about how we message and make it more about them instead of about us, and let's to create and secure the opportunity. Let's figure out what we can teach the prospect in exchange further time. I love it. Identify, engage, create and remember. With engage, think about a messaging Matrix so that you can systematically identify pain points and value prop is asition by persona, and that'll be helpful to 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 the best way? Yeah, blissful PROSPECTINGCOM's the best way. We got tons of cool 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 of that stuff, it's there. And if you're a rep looking for some help in coaching, we have a program called...

...outbound squad. So if you're looking for help like kind of implementing this, building your own playbook, getting better results that you could level up in your career, there's an application only program there 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 want them to do outbound like this, or we want to get some better results from our cold calls, called emails, etc. Make sure to check us out as well. There we work with companies as big as your zooms and Medalias, all the way down to companies with like six reps and sort of everywhere in between. So if you're looking for help getting better results from your outbound 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 and otherwise. I hope everybody's having a safe and happy holidays. Jason, thanks so much for being our guest on the show this week. We'll talk to everybody else next time.

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