One of the things that I always have noticed
Is that people are saying, how can I be
setting 10 or 20 meetings a week?
But the reality is, is if you really look
at what top performing sales people are doing,
it often comes down to really saying
just five good sales meetings a week.
And so, for this conversation we have
Michael Moynahan with Linked Conversions
to really help us talk through
what can sales people be doing to set
five strong sales meetings each week.
So, Michael, welcome.
- Thank you, thanks for having me, Mark.
- Awesome, well I'm excited to have you here,
and I really wanna talk about tactical strategies.
So what would you say is at least
one way that sales people can really
be setting those five great meetings,
or ultimately that one good meeting per day.
- Yeah, you know, I think this
goes down to really just understanding
your customer demographic, right?
Sit down, and understand who you're targeting.
Saying it's just, you know, founders,
you know, within LinkedIn if you're doing
a sales navigator search of, you know, company size
of one to 10 employees and software's not enough.
- [Mark] Yeah.
- Right, it's too broad.
- [Mark] Yeah.
- So the more specific you can get
on your targeting, the more that allows you
to get more targeted in your messaging as well.
So I think it really parleys well
from the more personalized you get
in your outbound campaigns, what you need
from that is really specific data, right?
So I'd love to hear a little bit,
as far as from the cold email or outbound
email perspective, what do you see as far as
getting the best conversion rates possible
from an outbound perspective?
- Yeah, so that obviously perfectly
leads us into this idea of sending
highly personalized emails to prospects,
and fitting within a cold email campaign.
And the more we really personalize
that outreach, the more likely someone is
to both say, hey this is a real person,
and they're sending me something of value,
and it's more likely for them to say,
you know what, I think that this person
could actually solve a problem.
Because cold outreach.
- It's cold.
- It's cold, right?
(Michael laughs)
And so obviously we want to warm up
that relationship as much as possible
by letting them know that we're real.
And of course the way that we do that
is by really finding out as much
information on this person, or on this
very, very tight segment of people as possible.
So that way, when they ultimately receive the message,
they're like, hey, yeah, this is interesting.
- No, another thing I think that really
dovetails well with that is going back to
more traditional outreach strategies, right?
So something that I like to do,
may or may not work for you, it's just something
that I prefer and I found it worked pretty well,
is one-on-one messaging.
Put in the time for that one-to-one outreach.
If it's a critical deal or client
that you're looking to close,
what I like to do is, you know,
if I'm on the subway, I'm gonna write
the message to this person on the subway.
I have 15 seconds, boom, what am I going to say?
- [Mark] Yeah.
- Right, and stick with that, right?
And that just shows more authenticity.
What we tend to see with a lot of outbound
campaigns is these long, lengthy emails
about, we do this, we do that.
No one cares, right?
It's like, I solved this problem,
I need to talk to you because we
can help you accomplish X, Y, and Z.
That's a big thing for us.
And I think on your point, with a lot
of the outbound funnels that you're creating,
it sounds like you're doing the same thing
and delivering that value up front
and selling later, right?
- That's correct, so one thing that we believe
is get the value first, and then sell after.
We're thinking of, what can we be sharing
of value to the prospect, that is going to
allow them to get a taste, to just
get a feel for how we do things.
Because again, it's a cold relationship, right?
This isn't a referral, this isn't an introduction.
They don't know you, even if you're big company
they may not know you other than of your company.
And so we want to show that we can create value,
and so for us it's sending a lot of valuable content.
- Yeah, yeah.
- I know you guys also do a lot with content as well.
- We do, we use Pulse articles
is a big one for us, so when we stay in platform.
- So LinkedIn Pulse.
- LinkedIn Pulse articles for a couple of reasons.
One, it's just a great way to deliver value.
You can take existing blog posts
and you can repurpose those into a LinkedIn article.
Something you wanna do as well to take advantage
of the traffic you're generating and the eyeballs
on those Pulse articles is making sure
that you back link to your blog or additional content.
Not only does that give them more resources,
once they get really interested, but it also
allows you to build your retargeting list
if you're running an ad campaign as well.
The faster you can get to distributing content,
delivering value, and then getting them back
to your website to re-target and build that
nurturing process with ads, the better
your conversion rates are gonna be as well.
I think, what's your process as far as follow-up goes?
I mean, we see folks, and I've been in outbound
sequences that someone scrapes my email
and they've been emailing me every
48 hours for the past two weeks.
But what's your typical process
as far as getting that sales meeting?
Is there a follow up process where you
deliver, just, continual value?
Or when do you get to the point to actually
get that appointment scheduled and booked?
- Yeah, so obviously if someone's just
nonresponsive for a long time,
and there could be technical reasons,
it could be that you're not even getting into their inbox.
So we do ultimately leave it at a certain point.
But what we're doing is, we're creating
nurture sequences for people over a period of time.
And what's interesting is that, I think one
of the things that buyers are
weary of is that flash in the pan.
So when there's consistency, and again,
by providing value, not just nudging them,
saying, hey, just checking in,
but actually providing value over a long time,
people want solutions.
And so, if they feel like you're a real person,
that you're there for the long-run,
and that you're providing value,
then good things happen.
- Yeah, and you know what, I also think,
to your point, the most important thing
to remember is that we're selling to people, right?
And so from a psychology standpoint,
how do you build that relationship?
It's all about relationships, and relationships
are what create that conversion, right?
From that sales discussion to becoming a new client
because they trust you, they like you,
and they understand your value proposition,
and you're clear on deliverables.
And so, to your point, Mark, the five sales meetings
per week, I think is an important mindset to have.
Forget the 10 to 20.
Focus on low volume and high conversions.
- Good sales, five good sales meetings per week.
And there's not a sales person
on this planet who can't become really
successful with five great meetings.
Implement these ideas, go make it happen.
- Yup.
- So there is my interview with Michael Moynahan
of Linked Conversions, on five great ideas
to set five sales meetings every week.
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