Mindwhirl Marketing Podcast

Intro To Outbound Sales Cadences

April 16, 2021 Mike and Shellly Miller Season 2 Episode 37
Mindwhirl Marketing Podcast
Intro To Outbound Sales Cadences
Show Notes Transcript

In this week’s PODCAST we share everything you need to know to get your outbound sales cadence up and running.  We go through what outbound sales cadences are, the benefits of setting them up, how to create them and what to include in them. 

New Episodes Every Thursday where your hosts Mike and Shelly Miller share marketing wisdom and strategies about B2B marketing in an informative, entertaining and lively format.

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Shelly Miller

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Welcome to the Mindwhirl Marketing podcast, your source for B2B business building information where we talk sales and marketing and give managed services providers and IT services companies, the insider secrets you need to know to grow your business. We want to help you attract leads and sales and show you how to align sales and marketing. So you get our sales faster with less cost. I'm Shelly. And he's Mike. What are we talking about today, Mike? Today we're gonna talk about sales prospecting cadences. So you're gonna learn everything you need to know, to do your prospecting. And that's awesome. Yes, and what a process can do. Exactly, because, you know, you got sales, you got marketing. And marketing is extremely important. But sales is the foundation. Really? Yes. You always have to sell. Yeah, yeah. When you, when you start a company, you got to build it off of sales. So really, you know, there's a couple of questions, you know, what is the prospecting cadence? Where are the benefits? Why should I use it? How do I create one? And what should be in it? Right. So those are the questions that we want to cover. In this episode. It's what everybody wants to know. Yeah, exactly. Everybody wants to have a sales can't set up and you just don't always know what to include in it. Right? How often you should do it. All these questions? Yeah, these are our top four. Yes, exactly. So if, if you have a good understanding of this, then you know exactly what you need to do to sell. Yes, it is environment, especially B2B. So the, the important thing to understand about a sales prospecting cadence is that it's a sequence of events scheduled out over time. And those events are planned, right, so you know exactly what you're going to be doing. On the day, right, so So the biggest problem with old school sales was, well, it was all paper. First off, so everybody had to come up file. So in the 80s, when I was getting getting started in sales, you had had to have a file drawer. And your file drawer had to have folders in it one folder for every month, and then one folder for every day. So if someone said, get back to me in three months, you would just write a note, get back to this person in three months, and then you would open your drawer, and you would put it in the month that, you know, they said to get back to you on. And every month at the beginning of the first day of the month, you would pull out your that month. And you would look at all the notes that you had, right? Who do I have to call this month, and then you would start, you would take your your numbered folders one through 31 for each day of the month, you'd take those and you'd start stuffing these notes into the appropriate days. And then that's how you would schedule yourself as a salesperson for that month. Right. So that's the old school way of doing it. And now however, you know, well, let me back up. So the question everyone would ask was, well, when do I follow up? You know, this guy said he wasn't interested. So what do I do now? Right? Yes, well, or I called him. Right. Actually, that's a different topic. The thing that I want to say for the prospect in cadences is, I called him I called him three times. He's never answered. What do I do now? Yes. Well, your prospecting cadence will set the the whole strategy for your outreach. The next question always is what am I supposed to do now? Yes, you have a cadence set up? Exactly. Which is really one of the benefits of it. A huge benefit. Yeah. So um, basically, we want to use a mixture of emails, phone calls, LinkedIn connections, our messaging on LinkedIn and Facebook, and direct mail. You could use postcard sales letters, 3d mail. You could send Fedex if they were important enough, you know, yes, you could. So it's a good tactic. Yeah. So it's really the the ways that you want to contact people and all of the way the methods of contact that you have at your disposal, and then you set up a certain number of touches over a certain period, right? In time, which is basically that's the description of a cadence. Right? Yes. You know, yeah, that's what that's your goal. Exactly. Exactly. And so there's a lot of them. There's a 5 by 7, 10 x 15. We have a 25, or six to four. And explain that a little bit. Because sometimes when I first saw that, I was like, What do you mean, a five by seven? You know, wasn't that wasn't that privy on? You know what exactly that meant? Right? Yes. Okay. So basically, if you have, let's say, you take the the touches that you want to make, right? So it's emails and calls, let's say that's all you were doing. So you, you wanted to hit them five times. So in a five by seven, that would be five touches over a seven day period. Very good. So then you would you would organize your emails and calls over that seven day period, you know, five of them, the only thing to realize is that it takes between eight and 12 touches or attempts to contact someone in order to get them on the phone. So your sequence your cadence needs to be have at least eight, nine or 10. Touch attempts. Right Because if you only do four, then you're not really getting them on, you're not really connecting with them, or connecting with everyone is just statistically impossible. Right? There's factors that are involved in your products. And and the number touches sometimes to some cadences include calling three times in one day. Yeah, so you know, that just depends on your product. I don't recommend that for the customers that I have, because that's not really sell. But no, yes, no, MSP shouldn't do that the most they should do is a call and an email on the same day, I agree. And basically, the call is, you know, whatever the call is about whatever your your hook for that call, or your offer for that call is. And it could be as simple as I want to introduce myself and my company, right? And after that call, if they don't answer, then you send in, send them an email that says, hey, I just called you I'm trying to introduce myself in my company. It's the same offer. Right? Same. Very good. Yeah. So the main thing about this is that it gives you regular communication with your prospects. Yes. Because if you have, since it's sequenced, it can be automated. And that ensures that you're making regular contact with them. Right, right. And most people say, Well, I am I have a CRM, and I know when I call them, and I need to call them again. However, they're actually really not doing that. So you didn't you didn't realize that actually, you called them a week and a half ago, they have already forgotten about you. So another thing, another benefit of a sales cadence is, you're going to know today, you're sending this because you did your call two days ago, or however you set up your cadence. Right? Yes, exactly. And that's huge for salespeople. Because no one defaults to prospecting. No, no. Right? So you're going to find reasons to do everything else, but prospect. But if you have a system, and you know, hey, today, I'm going to make 20 calls. That's all I have to do, but I'm really going to contact 100 people today. Right You know, yes, because of my systems. So it just, it just makes everything a lot easier. It does, it does and like the timeframe to so if you get into this and you know, you're you know that your cadence and and doing your leads for that day is always going to take you two hours, then that's also something else that's beneficial to you. Because in your brain, you just go Okay, I'm just gonna sit down, it's just gonna take me two hours, and I'll be done. Right? So a cadence helps you with that as well. Yes, exactly. You get really good at knowing how long it's gonna take you. Yes. So then you can you actually have a plan for the day. And you're not, you know, trying to find time to do it. And then all these other things are happening. You can actually just block it and lock yourself in a room and make it happen. Yeah, and do it. Exactly. So and then we've got into like some of the benefits, right? So what are the benefits of a cadence? Well, we've gotten into a lot of them. Basically, you have a process for sales outreach. You know what the next step is, and you know what you have to do today. I mean, it's huge. it is huge, it's very important if you've ever tried to sell the old way. This is huge. This is a game changer for you. Because like I said, No one defaults to prospecting. And you're gonna, without a solid cadence, right, which is a sequence of events that happens every day that you have scheduled. And if you just are consistent with it, you're going to get the results. The other thing is, it's easy to track and refine what you're doing according to the outcomes you get. So this really points to the KPIs. It does, right? Yes. So like, how many people did you contact this week? Or today? Right? How many responded? Were they positive or negative? How many are in progress? You also know things like the quality of your list. Right? And, and that's an important topic too, which we'll get into in a minute. How many contacts per company were contacted? And how many? How many touches does it take you? Right? So the average is eight to 12, touches to get a response. And realize that once you get a response in your prospecting cadence, that cadence is over. Right? It doesn't continue the next cadence or the next sequence goes in, to play, right Which would be you know, if I've gotten in contact with you, then I'm filtering you into that we get a meeting. Are you interested? Are you even a target? You know, so we have different categories that we want to filter people into. But the cadence helps you do that. And also, for the KPIs. The other reason why that is so easy, because you have it running. So you know, from the plan that you that you set forth, these numbers, and it's really, actually just a couple of weeks of running this, it's you can quickly get your KPIs, instead of Well, you've been you've been doing your prospecting. But again, going back to what I said earlier, you know, you made a sales call, and then you didn't follow up again, for a week and a half. Well, that's not a number you can track, right? So you You not only are, you know, your leads are forgetting about you, because you're only contacting them once, you're also not getting any data that you can use. So it always seems like you're an uphill battle, how many calls Am I going to have to make to get somebody you know, how many touches Am I gonna have to do? Or did I send all this stuff? So a cadence takes care of all that? Yeah, it does. And, and that's really important point. Because if you do things a certain way, you get these results, right And if you're consistently doing it the same way, and you're getting the same results, then you know, you have a baseline, yes. Then you can change things, reorder things, rework things, change the hook, change the offer, you know, in the fifth email, what if we did this? Or what if we deleted this one item from the cadence? Because we seem to be having a stumbling, you know, people are leaving at that point. So maybe there's something going on with that. So you can you can see these these things stick out to you easier when you are, you have a cadence? Yes, exactly. Yeah, like, and like maybe a call then an email, and then the next day a call and an email. Maybe that's too much. Yeah. And so then you run those process that you know, the change. Again, right, this is a be split testing. Yeah. So once you have a baseline, then you change it up a little bit, run that see if the results are different. Yes, but most people to or they're in a hurry, just give me something, let me do it. Remember, Don't be in a hurry. You know, really, if you if you take your time with this, you will see that it in the end, it will basically change you and your business and your whole ideas about selling because this will give you a plan, and it will let you optimize it to the best. Yes, exactly. Exactly. Um, and as we said, it's the best way to manage your time as a salesperson. It is, you know, if you're not well, so the old way was block off the time every day, right and then stagger it. So Monday, you're doing it in the morning and Tuesday you're doing it in the evening. And then on and on, you know, stagger it throughout the week so that you're prospecting at different times. With a cadence, especially if you have the right tool. You can you can do that. You can set it for any time that you want, but you can also No, specifically, hey, you know, today, I'm going to do it in the morning. And I'm going to make all my calls in the morning. But the thing is, is that you know exactly how many calls you're gonna make. Yes, Right. and exactly what you're gonna do. And that just like, takes a lot of the weight off of you as a salesperson. Because a lot of the time you're like, everything's in your head, and you're, you're spinning around going, Okay, well, I gotta get this for that person, and I got to do a proposal. And then I got to do that presentation, and I have to change the slide deck for them, you know, right. And all these things are happening. And the prospecting doesn't get done. But if you knew it's only two hours, and I can get that out off my plate, and but yet, I'm moving the ball forward. You know, right, um, it's just makes everything so much easier. It does. Yeah. So it's just a, it's easier to schedule your day, it's easier to be successful, you have the right mindset, because you know, how long you need to do it going in, you know, when you're going to be done, you know, your next steps.Everything works out. Exactly. And if you have if your business owner or sales manager, and you have a cadence ready for them for your sales team, you know, what they're doing every day? Yes. Easy for you to track and measure their results and their activities. Yeah. And it also allows you so you can personalize this outreach as well. And there's ways that you can do it. So that it's, it's done before you even start the outreach. So in personalization is huge. And running a cadence gives you the time to do it. It does, yeah, because you know, if you're going to personalize, you have to do it before you do the, the the block of prospecting, right But personalization takes a lot of time. So that either has to be someone else, like a sales enablement team, or it has to be you after everything else is done that day, you know, so anyway, but it does help and it helps you make sales because every time a prospect hear from hears from you, they're much more likely to do business with you. They keep seeing you. Exactly. And although I just I just want to say if you've if you've watched corporate bro, right, if you know who corporate bro is, search him on YouTube. He, he he puts up videos of calls, right? So people recorded calls and send them to him. And it's obvious that and it's funny because the people are cussing them out, you know, stop calling me. So sick of hearing from you. Right? And the problem is, why are they still calling? How did they not filter this client out? Right. Good point, obviously aren't doing it correctly. So which is which is a real pet peeve of mine. Because if because sales people say it's so hard and people are rude. Well, they're only rude if you're if you continue to badger them and berate them. And you shouldn't have to do that if you have a really strong sales cadence. Yeah. And offer. Yes. You know, both. Yeah, you're not calling them too much. You're you're talking to your ICP, and you're giving them an offer that you really feel that they can use. if you're not if no one's interested, you're not saying anything interesting. Alan Weiss? Alan Weiss is awesome as well. Yes. So how do you create a Wendy Weiss prospecting cadence? Well, we've kind of given it away. And you know, how do you create it and what should be in it, we've given it away by saying that what should be in it is eight to 12 touches that you sequence over time, and they're made up of emails, direct mail, which could be postcards, sales letters, or lumpy mail, 3d mail, whatever you want to call it. Then you can do for you know, FedEx envelopes, LinkedIn connection requests. Although real fast, I've found better results by just sending the default request. If I give away who I am and what I'm trying to do, then only the people who are interested are going to connect with me, and I want everyone to connect with me. And if you spend too much time, personal realizing it, but like, Hey, I saw that you were doing this, and I really liked what you're doing. And I wanted to be a part of your community. That works too. But it has to be. Just like what I said, You know, I saw that you're doing this, and I'm really interested in what you're doing. And I want to be a part of your network. Short and sweet. Yeah, short and sweet. And so then you're gonna, you could do LinkedIn or Facebook connection, mean messages, you can message on Facebook, and you can message on LinkedIn, on LinkedIn, you can message to the individual. And you can do that on Facebook as well. But most of the time, it's to the company on Facebook. And you can do phone calls, of course. So then, so what you do is you say, Okay, I'm going to do, I'm going to take these contact methods, and I'm going to space them out over time. And I'm going to, you know, create, so let's say, an email first, and then I'm going to call them and then I'm gonna do two emails, and then I'm going to connect with them on LinkedIn, then I'm going to send them another email, then I'm going to call them and send them an email the same day, then I'm gonna call them and send them an email, right? So you, and then I'm gonna send them a postcard, you put all these together based on what you think is most important, or what you think, is a good pattern to get their attention. Now, the the main thing about this is, you have to have a good list. Oh, very good point Right? So when you're creating a cadence, a sequence, let's say you have a list that isn't very qualified, right? You're not sure who they are. Or they're in a SICcode, you've pulled an NAICS code, and you've got the list. And they're supposed to be in this industry, but they might be kind of mixed? Well, in that case, you need to start with calls, because you need to see if it's a good business, if it's a good lead, if you've got the right information. You know, before you start sending postcards and sales letters out, you need to know if these businesses actually exist. Yes, you do. That's, you know, we've all gotten that list where we're like, Alright, here's a list. Yeah. But it's basically a trash list. And I say that only because it's just happened so many times. And you think well, I you know, we did have some categories that we selected, you know, from this SIC code. But really, if it if it's not a list that your company has been using, or that you purchase, and you've looked at, and you know, the best idea, especially if you just look at it from a money standpoint, I mean, you know, your marketing dollars, you want them to go as far as you can. So if you're sending to I mean, we've had, we've had half, the postcards, we've seen half postcards, that half of the postcards we've sent out, come back, because the list wasn't looked at vetted. It wasn't, you know, we weren't, it wasn't confirmed. So yeah, well, we were told it was, but um, so yeah, this is where this typically happens. clients will go, Hey, Mike, Shelly, I went to I went to an event, and this is the event list. So all these people have to be in business right? Now they, here's all the info, my contact information. Or this is the Chamber of Commerce, or this is the association, right? This is their list. So this has to be a good list. They're paying dues, they this has to be a good list. And it's still gonna be like 20% junk. It is, that's our experience it is every time. So we're gonna be telling you that now if you even think that these people might not be there, anybody on your list, you know, they might not still be in business. Just call just make a quick call. Right? It's worth it. Exactly. Start with the call, and then follow it up with emails, even if the call is just to confirm the business is open. Right. This is the right address. And that Tom's the guy to talk to. Yes. Yes. So because you also get a lot of all Tom Hey, Tom hasn't been here for years. Right. Exactly. Yeah. Or it's not Tom. It's tome. Right. It's that reminds me of Brian Regan. It's, it's not Leanna it's, it's Leanne. Brian. Yes. It's Leanne. Alright. Anyway, well, hopefully that that covers or explains sales prospecting cadences for you so that you have a good idea of what you're you're trying to accomplish. You also know why you're trying to accomplish this, you know what, what the benefits of a cadence are? and really how to how to create one for yourself. I know that we didn't give you a specific cadence, but it's because what's your list? Like? Right? There's factors. Yeah, there's factors. But I would like to know from our listeners, we're thinking about a training class on this. Where we give you what we know works in the industries, the cadences that work. Well. If you'd be interested in something like that, let us know in the comments, we'd love to know. Absolutely. And if you're interested in marketing your MSP, and you'd like to grow it, and you'd like to see how we would help you. Then go to mindwhirl.com. Give us a call or schedule a strategy session. And we'll talk about it and I'll even give you a workbook that shows you how everything goes together. And Bob's your uncle, there you go. Yeah. All right. I'll have it in the description below as well. Exactly. Well, the first time I was at a loss for words. Okay. Well, hey, thanks for watching, and we'll see you next Thursday. Thanks again, for listening to the mind world Marketing Podcast. Make sure to subscribe to the podcast on iTunes, Google podcast, Stitcher, Deezer or Spotify. Plus, check out my where on YouTube and subscribe. You'll find a lot more marketing tips, insights and resources that will help you get your sales and marketing working together and moving in the same direction.