Lesson 22 - Reach Out with a Success Story

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Sharing customer success stories is a powerful way to build credibility. In this lesson, you’ll learn how to craft compelling outreach messages that highlight relevant success stories. Your assignment will involve writing a success story message and sending it to two prospects.

Transcript

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Nicholas, welcome back to the daily quota. I'm your host, Nicholas Hill, and in today's lesson, you're going to send an outreach message featuring a customer success story. Now why is this so valuable? Whenever you send someone a message containing a customer success story, it shows an unbiased way that your product has helped another there are a couple of things that it illustrates. First, it shows thought leadership. You've worked with other customers in their space. Maybe that's a peer, maybe that's a competitor. Either way, it might have given you some insight or best practices that you can share. Second, it's results oriented. So instead of just saying, hey, take my word for it, our product is going to do all of these things for you, now you have this unbiased third party to show the exact results that you've driven for other organizations. And it makes somebody think, well, if they've been able to drive these results for my peers or my competitors, chances are they'll be able to drive results for me as well. Now it doesn't have to be an entire customer story, beginning to end. It can be a link to a blog post where you've co authored with a customer. It can be a customer quote, it can be a video testimonial. It can be any kind of results driven proof point that is third party, right? It's not you saying it. It is a customer or a customer or prospect saying it. So how do you get these first you should be checking with your marketing team to understand what exists today. So ask your product marketing team, your revenue marketing team, Field Marketing. Do we have any customer stories or proof points that we're allowed to share externally? Now, last part's very important make sure that you're allowed to share these stories externally. Second. Take a look at your company blog right your website? Do you have blog posts that feature other third parties or customers? Take a look at some of the reviews for your product. Are other customers mentioning things in reviews that you could potentially send to others. If you do not have any customer success stories, go get them. I would encourage you to reach out first, you know, ask, ask if you're allowed to do this, but you should reach out to your satisfied customers and ask them if they'd be willing to give a brief testimonial, quote or video. So an example of an email you might send would be, you know, subject line, hey, we'd love to feature your success with Sprout Social. And the body of the email might say, you know, hi, Damien, I hope you're doing well. We're so thrilled to see the fantastic results you've achieved at Sprout Social and we'd love to feature your success story in an upcoming blog post. Sharing your experience can inspire others and also highlight the innovative work being done by your team. If you're open to it, we'd be honored to showcase your achievements in a short feature that will prepare ensuring it aligns with your team standards and approval. Please let me know if you'd be interested in when you would be available for a quick call to get things started. Thank you, Nick. So what I've done is I've showed you know, one this is not just valuable for us, it's also a valuable way for you to show the impact that your team has made. A lot of times, people will evangelize these internal studies within or these case studies internally with other teams. I've actually heard it at some of the organizations I've worked at that salespeople were using these internal case studies and their prospects, or, sorry, their customers, were sending them to their own board of directors to say, Oh, wow. You know, look at some of the impact my team has made with this solution. So you don't, you know, it's not just for you, it can be for them as well. And then the other thing you want to point out is that it's not going to take much effort on their part, right? You don't want them to think, Oh, well, I'm going to have to get a video crew, and I'm going to have to record all these things, or I'm going to have to develop my own script. You want to let them know that these are things you can do with them in order to co author this and make it frictionless for them as well. Once you've collected a few success stories, you want to identify the job titles and roles that would find that success story relevant. So if you're getting a success story from a digital marketing manager, chances are that success story would resonate with other digital marketing managers and maybe social media managers, etc. So exact job title, but also kind of tangential job titles, and then you're going to choose a contact from one of your top prioritized accounts whose role would appreciate learning from this case study and craft your outreach email again, use that. Why you? Why you now? Framework, let's take a look at example, at an example subject, see how we helped Petsmart boost their ROI your team. In two. So this is a way immediately piques their interest. All right, they've done this with one of my peers, so how can they do this for me? Hi, Samantha, my name is Nick. I'm your account executive at Sprout Social. I'm reaching out because we've recently enabled companies like yours, specifically PetSmart, to significantly enhance their digital marketing efforts, resulting in a 65% increase in campaign ROI, here's a quick highlight from Petsmart marketing director, sprout socials tools streamlined our campaign management and improved our engagement metrics by over 50% in just six months. For a detailed breakdown of their journey and the strategies they used, click here. I could put a case study, a PDF, a slide, you know, screenshot, I believe a similar approach could be implemented for trendy apparel, potentially delivering comparable results. Would you be available for a brief 15 minute discussion next week to explore this? Here's a link to my calendar. Looking forward to connecting and the possibility of supporting trendy apparel and achieving similar success. Nick so what we've done here is we've put this into the y u, y u now framework. Here's why this is relevant to you, because it's one of your peers. Here's why it's relevant to you now, because we can drive similar results with just like we did with them. Here's a call to action. Set up a meeting with me. Simple signature line and yeah, I would just encourage you to start looking for ways to implement proof points in every area of your sales process. We're going to talk in future lessons about how you can do this, in your discovery, in your business cases, in your executive presentations, there are a lot of opportunities to bring in proof points, and it's just a very valuable strategy. All right, now it's your turn for today's assignment. You're going to either get a compelling case study from your marketing team, or you're going to reach out to a satisfied customer and gather a compelling success story or quote that relates to your product, you'll determine which contacts will benefit most from hearing about this success, and write an outreach email to one of those contacts. Make sure that it's engaging, it's relevant. It clearly demonstrates the value, the impact, the results, the ROI that you were able to drive bonus points if you can find a video testimonial, those media always goes a very long way, and your study guide will provide you some assistance in this area. Make sure to check it with your manager, mentor, new hire buddy, before you send it, especially when you're early on. And that's it for today's lesson. Thanks so much for listening to today's lesson on the daily quota, and we'll see you next time bye. You.