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Mike DamphousseMike
Damphousse

Green Leads' Founder, CEO and CMO, Mike Damphousse, writes frequently about b2b marketing, demand generation, appointment setting, lead gen, and marketing in general.


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Lead Gen Tips from Yogi Berra

  
  
  

Yesterday I was using ConnectAndSell as a training tool and had one of our BDRs (Business Development Reps) live and working a list and three others listening in and critiquing.  (This, btw, is one of the many benefits of ConnectAndSell.  You can train with 5-10 pitches in an hour versus 1 or 2.  You can see the Smashmouth ConnectAndSell product review here.)

During the session, we connected with the Chief Information Security Officer of an extremely large pharmaceutical company.  He was the perfect target for the client we were working on, but he was reluctant to keep the conversation going.  He had objection after objection.  "Not interested," "Send me a datasheet," "We already do that."  You name it, he tried to bail out, but my rep was relentless in a completely calming way.  He would agree and acknowledge the objection, then segue to another topic or solution. He kept him talking.  Then after 5 minutes or so, the prospect accepted the meeting and offered to bring two of his direct reports.  

I closed the training session with a quote from Yogi Berra; "It ain't over 'til it's over."  We've all heard it, and this conversation proved it.  I would say a majority of insides sales reps may have bailed on this call after the second objection.

Anyway, it got me thinking.  Was Yogi Berra hip to outbound marketing?  Did he have other words of wisdom we should listen to?

"All pitchers are liars or crybabies:"  Don't pitch, have a conversation.  If you pitch, you aren't conveying sincerity ... you aren't having a conversation.  Bring value.

"If you ask me anything I don't know, I'm not going to answer:"  Believe me, this has value.  Don't provide sales drivel in a conversation.  If you don't know, tell a prospect you don't know.  What better reason to keep the conversation alive than "actually, I may not be the perfect person to answer that. Can I line up a conversation between you and Mr. Sales Guy?"

"It was impossible to get a conversation going; everybody was talking too much:"  How true is this?  Just stop selling and listen to your prospects.  Ask open ended questions -- leading questions. Get them to keep talking and pay attention to where they are going.  The more they talk, the less you can get in trouble.

"If you don't know where you are going, you might wind up someplace else:" What is your goal of your lead gen activity?  Are you appointment setting?  Are you trying to gather intelligence?  Are you trying to do qualified lead gen? Know the purpose of every email, every dial, every conversation, and then stick to your purpose.  If you are setting meetings, make that your goal. 

What is your goal?  What other quotes can you tie to lead gen tips?

Comments

This is why there is such a huge difference between a telesales professional and a cold caller. Engaging with a C level prospect without a deep understanding of the industry, business pain, tailored problem and next step is problematic. With tools like Linked in (prospect profile and background), automated lead intelligence (HubSpot), Zoom info (competitor information) and professional sales engagement, quality sales professionals have a huge advantage
Posted @ Thursday, January 07, 2010 11:45 AM by Dan Tyre
Great quotes Mike! I'll add one: 
 
"I don't believe in curses. Wake up the damn Bambino - I'll drill him in the ass." ~ Pedro Martinez 
 
No fear at all in those words from Pedro, and that's what our BDR's need to exude. Sometimes, and I'm just speaking from personal experience, it can get a little unnerving when you get those C-level folks on the phone, especially if you're a rookie. Be like Pedro in those instances and have no fear. Remember, what is the WORST a prospect can do? Say "no?" You hang up and move on the next contact or next account and start over. There are too many people to try and qualify to fear what someone says. 
 
Good stuff Mike! 
 
Posted @ Thursday, January 07, 2010 12:29 PM by Chris Snell
How about this quote? Pete Caputa sent me a link to this article preceded by the words, "Great post:" Thanks, Mike. It was great. He also asked me if I wanted an intro. For sure!
Posted @ Thursday, January 07, 2010 1:53 PM by The RainMaker Maker
Any post that talks about Yogi Berra is automatically worth reading. One of my favorite Yogi quotes is "Nobody goes there anymore, it's too crowded."
Posted @ Thursday, January 07, 2010 5:36 PM by Christopher Ryan
I dont know if this a Yogi quote but interesting to say the least 
 
Nothing changes if Nothing Changes
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