The Sales Hacker Podcast
The Sales Hacker Podcast

Episode · 3 years ago

Friday Fundamentals: EP 41: Two Highly Personalized Ways to Get a Meeting

ABOUT THIS EPISODE

How can you score a meeting with anyone? Bypass the gatekeeper! Listen in to today's episode to learn two personalized ways to get a meeting with anyone (and it's easier than you think). 

Hello everybody, it's Sam Jacobs. Welcome to Friday. I hope, I hope it's a great Friday. I think it's a Friday and September, so I hope the weather is good. If you'll notice, I'm always focused on the weather, and that's because it's a common thing that we can all talk about. That is not politics or something else that gets people excited or upset. Anyway, that's not the point. The point as we're here for Friday fundamentals. It's that short five to ten minute format where we're going to ask one or two questions to this week's guests. This week's guest is Ryan Lalier. He's a director of enterprice sales at inside squared, longtime vp of sales at a bunch of different companies, including data minor, Yapey and jibe, and we've got him back on the show to talk about top strategies for generating a meeting for getting a meeting. Now, before we do that, we want to tell you who puts the food on our table, who buys us the toilet paper? It's right, it's outreach. Outreach triples the productivity of sales teams and empowers them to drive predictable and measurable revenue growth by prioritizing the...

...right activities in scale and customer engagement with intelligent automation, not dumb automation. Outreach makes customer facing teams more effectives than proves his ability into what really drives results. Ryan, welcome back to the show. Sam, thanks for having me. Happy Friday. Thank you. How long? How has it been the last loadrate since we've spoken? It's been a turbulent and smooth at times, all over the place. Yeah, okay, the question we have for you today, and I'm leaving the witness because I listened to one of your dumb all at these er podcast episodes in it really resonated and I use the strategy. But what are give me, give me one or two non scalable ways of generating meeting that are highly personalized, that really, really work. Yep. So the big one for me is something that I used to or a technique that I used to deploy years ago, and it was when. It still is, but back then, when you would cold call, everyone got a gate gatekeeper right. There is no like going in Zoom Info and...

...getting the person's direct number or their cell phone, and some of them a text or calling them while they're at their kids, you know, soccer practice. This was you call, you asked for Mr and Mrs Johnson and you and you get a gatekeeper and I'd asked leave a voicemail. I leave a voicemail, it would go into dead zone. I never hear from anybody. So I had this manager, a com OOver, to me goes, have you ever just tried sending a handwritten letter to the person that you're trying to get a meeting with? And I said, actually, not have it. That's a great idea and I asked for permission to kind of one up him and he's like yeah, sure, well, I'm a can I put this in an AFFEX letter so that I can basically bypass the gatekeeper and and sure that my letter is dropped on his or her desk? He's like, well, that's a great idea, but it's also very expensive. Let's see if we know we can. We could test it out and then if it works, I'll try to get more more budget for so of course it works. I mean when you get a fedex letter, whether it's at home or at Your Business, I think your natural instinct is to say this must be pretty serious. There's either like a contract in here, like check, you know,...

...at least. Yeah, at least. I mean, I don't know, like photos. I have no idea what there's definitely something. There's definitely something really important in this. So of course, yes, I said I then you photos of myself for Fedex the other day. All God system of the trucking information always all that's why you ask for my apartment and I gave the wrong apartment number. So that perfect anyway. Yeah, but yeah, so I think there's just a certain level of importance that when that letter arrives on your desk, you open it and every executive that is an executive right now that one point was either a new person in their company, just starting off in the career. Many CEOS held a sales position or a marketing role at some point. They carried a bag, you know. So he or she understands the business that you know, you're you're in and you're conducting. And I think writing that personalized letter, whether it be on letter your company letterhead, which is a great thing to dotive to promote your brand, attaching your business card and asking for someone's time is great. And then when you call back and you ask for that person's time on the phone, you have...

...a pretty, pretty deal a higher chance of getting getting through the gatekeeper that time around than you did the first time around. That's a great that's a great and we've I've done them the path and it works. Just so you know, if you're out there listening. Yeah, and I know that, quote unquote, sounds expensive, but you had to measure it against the value of a meeting. You have to understand what is your cost of acquisition and then what is your what is the value of the customer? And you can break it down by the value of an average deal, the value of an average discovery meeting, the value of an average meeting, and typically the value of an average meeting is going to be well north of, you know, the twenty books that cost you, the thirty books that cost you to Fedex a letter. So Hmm, okay, and then you got one more that you said he's been working really, really well recently. Yeah, you know, I thought about this since we D I talked about this along a long time ago and it's more for it feels like it should be more of like something that marketing people do. But I really like when sales people do it. So I like taking a book for example. Like, take a book,...

...and I'll give you a deeper example of how I kind of put this into practice recently with a guest that I had on for from my podcast. But take a book and don't just send. Send the book, Say Hey, I got you this book. Enjoy reading it. Read the book and put little miniature sticky notes on pages or chapters within, within the book that you think you're bio persona would get the most value from. So look, I know this is a two D fifty page book. I know you're busy, so I picked out two or three chapters in this book I think you can apply to your role today and then I'll help you achieve greater success. That Din you've already achieved a date, whatever the message is going to be, and just send the book and then follow up. Hey, did you get the book? Did you read the book? We maybe do it through through email or you do it through through phone, but I think it's a nice gesture coming from a stalesperson versus from like a marketing technique. Nothing against markers out there. I love the marketers, but man, if I'm a salesperson trying to get someone's time and I want to earn Sam's respect. Like, why wouldn't I send him a book that I think is relevant to what he's trying to accomplish and demonstrate that not only am I sending you do this,...

...this book, I picked out a couple of things based on what I know about you from the Internet that you might find fine value in this. So I like doing that as well. So both techniques involved mailing something, but I think the conversion rates are pretty high, as you just demonstrated. Yeah, they all comes down to empathy. It all comes down to you have to spend a few minutes and do your meditation and put yourself in someone else's body and brain and think about what are they doing every day and what is the best way to show that you care about them and that you're thinking about them, not yourself. Yeah, and you know, to the point, putting those little stickies is an incredible way to say, Hey, thought this might be useful for you a little, that little cheek code for this book. Yeah, right, it's been great having on the show. Remind us what your email addresses if folks want to reach out to you. Sure, Ryan. Lelier at gmailcom awesome, and Ryan's also on Linkedin. You can reach out to me on Linkedin if you want to. It's linkedincom forward the word in for Sam f Jacobs. Thanks so much to outreach for sponsoring...

Friday fundamentals. If you haven't rated the sales hacker podcast on Itunes, please give us five stars and, folks, I'll talk to you next time. Ryan, thanks so much for being on the show. Thanks to have a great week. On Youtube.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (405)