pictured left to right: front row: Lisa, Linda, Cheryl, Amie, Stacey (holding Louie), Kathy, Josh, John T. second row: Kerry, Sarah, Gill, Mira, Bill, Gareth, Anna Marie, Mike S., Mike D. (me), Lenny, Levi. third row: Sam, Dawnia, Coleman, John V., Chris. missing: Janelle, Tim, Ursula, Olivier, Vanessa, Ian and Joe.
Some of the folks you see above have been appointment setting for over 10 years. You would think that they've got it down pat, but there is always room for improvement, or even just a refresh.
Today we had a get together for the team members local to Andover, and went over the basics -- everything from how to save a reschedule to improving opening lines. It's been a great day so far.
At the moment, we have a tag team competition going on with 14 active ConnectAndSell sessions going at one time. Individual and Team prizes for connects (list quality) and meetings booked. The Flatlander team is just two meetings ahead of the Great White North. Should go down to the wire.
ps. The use of ConnectAndSell for the contest is basically saving us the production that we would have lost had we done training without it. So our contest actually has an ulterior motive.
I was fortunate enough to be asked by Gerhard Gschwandtner, of Selling Power to speak this week at his Sales Leadership Conference in Philadelphia. The highlight of my day was listening to Seth Godin, blogger and author on topics b2b sales and marketing folks devour.
One part of Seth's talk was on building a tribe. Not sure I've got the quote verbatim, but basically he was saying "marketers that build tribes of loyal prospects and customers will win." He cited the Apple tribe -- all of us who rush out and buy new apple products just because. I happen to be a member of that tribe.
It got me thinking, though. How can b2b marketers, especially those who DON'T have audiences of millions or hundreds of thousands, build a tribe? How can upstart, small- to mid-sized companies build a tribe? How can even large companies with very specific offerings build a tribe?
I was bouncing the topic around with my friend and colleague, Tim Dempsey (@tdempsey) of Elastic Brands, and he shared, "First and foremost, you have to define and articulate your tribe’s essence or mission. A tribe is not a random pack of individuals – a tribe shares a bond, whether that’s around design and usability, like Apple, or around a technology like an open source project. Tribe members are joining something. Before going out to build your tribe, identify what it is that will bind your tribe members together. And repeat that message throughout your communication with prospects and members."
- Bring value to tribal prospects who aren't customers yet. Give away lots of relevant info through blogs, twitter, industry events, etc. Just follow the HubSpot marketing machine for how they spread the Orange Kool Aid and built a large and loyal tribe of inbound marketers.
- Gather, grasp and retain every prospect or client, every user or remote individual who touches your company and bring them together virtually. LinkedIn Groups. Build an online community.
- Create buzz. Recruit those who create buzz for you and reward them through rebuzz or other methods. Most buzzers love to be pumped up socially. Retweet. Quote them in blog articles. Write success stories with them. Prop them up. Thank them for buzzing.
- Encourage buzzers and tribe members to share stories. As soon as you find out a tribe member has a blog, find a way to help them with a blog article. Get them to interview your CEO or Evangelist.
- Make it cool to be in the tribe. Be different. Create awesome reasons for people to like you. Be hip. Youtube videos. Viral fun. Send fun gifts to known tribe members.
- Network. Introduce tribe members to each other. Host tweet-ups, or networking events. Build that online community.
- Be genuine. If you find yourself trying too hard, your audience will sniff you out. Don't look like you hired an agency. I recently saw a Fortune 500 company do this and, whadda ya know, 55 unique twitter addresses tweeted the exact same text at the exact same moment (sounds like an ingenious agency idea to me).
- Lead with leaders. Find the leaders of your tribe and get them to lead by example. Encourage them to step out in front of you occasionally. Trust them.
- Create cool. Be it a t-shirt or cap or stickers or water bottles. People like cool. SxSW is filled with hip tribal attendees who would give their right arm for the coolest t-shirt of the week.
- Invite two friends. Every time you run anything, make your tribe members bring two friends. Grow exponentially.
- Share. Make it easy for your tribe to share ideas. Be it Facebook, twitter, LinkedIn Groups, or your blog. Sharing spreads the word.
What thoughts do you have for tribe building in a smaller universe than companies such as Apple?
When I was in college, one of my roomates used to watch The Baseball Bunch. It was designed for kids, but I loved it. You had Johnny Bench, All-Star Hall of Fame catcher for the Cincinnati Reds, teaching a group of young kids how to be better players, and each week they also got professional tips from guest ballplayers like Jim Rice, Pete Rose, Cal Ripen, Jr, and even Ted Williams! Add to that, Hall of Fame coach for the Los Angeles Dodgers, Tommy Lasorda, as “The Dugout Wizard,”and the San Diego Chicken, and I’m telling you, any kid who loved baseball was glued to the TV when that show was on, even the older "kids".
What I loved most about the show, though, was the advice that each guest shared with the team. I felt like I was getting a one-on-one coaching session with an All-Star right in my dorm room.
What does all of this have to do with B2B sales and marketing? Well, I’ve had the pleasure of working with a lot of Business Development Reps over the years, and I wanted to share with you some of their “All-Star” outbound calling tips. Rather than just spout off to you a dozen or so tips that I’ve gathered over the years, I thought it would be much more beneficial for you to hear from them.
Special thanks to all of those BDR’s who helped put this together. They really are, in my opinion, the best and the brightest in the industry:
Lenny - When calling a list rather than starting at the top with the "A" companies, work the list in reverse starting with companies that begin with "Z". That way you most likely will hit the companies that get called the least.
Mira - Repetition has its benefits. However doing the same things over and over again can make you stale. This stunts growth! Listen to your peers and change things up a bit. Break out of your old routine and try something different.
Jessica - It's really just a numbers game. The more you hear no the more you hear yes. Be aggressive but nice, quick and to the point. People are busy. They want to know what you want and don't want the BS. Be yourself, have personality, and be a straight shooter. And don't be afraid to ask! The worst thing that can happen is they say "no". Be persistent, be confident, and go into every call knowing you can close.
John - When dialing high (C-level or VP) pick times to dial when the gatekeeper would be on a break (best times are 7:45am-8:00am, 10:45am-11:00am, 12:45pm-1:00pm and 4:45pm-5:00pm, in each timezones). When you do speak with an admin, and they give you a referral, ask them politely to transfer you to the referral you get.
Todd - Always have a good strategy for overcoming objections. Prospects are always going to have objections, so if you can handle the initial objections with relative ease, it will go a long way to getting an appointment for your sales team. Simplify it into a playbook. List the objections, match up the ways to overcome them. Then have those techniques memorized and natural.
Meghan - Make sure you are calling the right contacts/targets. Simply ask the prospects. Ask admins and operators. Don’t waste time calling the wrong people!
Aaron - Don't let failure stop you from pressing on. Cold calling is a numbers game and you are going to fail. And because it is a numbers game you have to press on to get to the success. Every dial is a new dial, and every smart dial is a better dial.
Bill - Make sure you let the prospect know that an admin referred you. This is a great way to add credibility to your call.
Tim - Remember, don't get discouraged with hang-ups! Everyone has a bad day once in a while! Give them some time, and try them back.
Andy - Your job is to make each prospect that picks up the phone want to learn more about your product. Your job is not to teach them about your product -- that's the sales guy's job. In otherwords, listen to their needs, and focus accordingly. No one cares about the technology you're hawking if it doesn't make their life easier, or make them more money.
Coleman - Be yourself. Though you may be selling something, if you push through the call not treating the prospect as a person, you might as well hang up the call. When you are yourself, you are able to meet the prospect at their level, and can guide the conversation.
Some good stuff, right!? What about you? What outbound calling tips can you share with the rest of the Smashmouth crowd?