How to Successfully Prospect Enterprise Clients?
Morgan has improvised a countless number of sales teams as a star sales trainer. He makes a difference in the lives of sales reps by providing tools, techniques and foundational structure that will help them excel. Morgan imparts a great deal of knowledge to sales reps by staying on top of the market trends.
He was featured in our #Limitless Webinar Series on 25 October 2019 to shed some light on the ways one should follow to successfully prospect enterprise clients. Below are the key takeaways from the webinar.
- Strategies to win at enterprise sales prospecting
- How to prospect C-level executives for effective ABM closure rates?
- Using videos in prospecting to deliver a better experience
Click Here to Watch the Complete Webinar:
Nikhil Premanandan – N.P
Morgan J. Ingram – M.J.I
N.P: All right, so we’re live now. We should be able to see a few attendees joining in. All right, yep. Wow, all right, so we got quite a lot of attendees for this particular webinar. Hey guys, Nikhil here from Hippo video. We are live with Morgan Ingrams from Jay Barrows sales training with us right here. So please let us know where you’re from and you know if you have any questions you know you have a Q&A button right at the bottom of your screen. Just ask them there and you know we’ll ask them to Morgan right here during the webinar. So you guys, are you able to hear us loud and clear? Hey Fredrik…
M.J.: Fredrick is from France. What’s going on man? I’m pretty sure people can hear us.
N.P: Yeah, they can. We did the test. Yeah, the questions also are coming in. Thanks a lot, Engie, for confirming that you can hear us well. We’ll just wait for a couple more minutes because the official time was 11 a.m. EST so that everybody can… We’ll have some more attendees joining in.
M.J.I: Yeah, as everybody is joining in, definitely people are saying which city they’re from. It will be great to hear where everyone’s coming from Kansas City, Chicago, see Canada, we got France. All right, so Tampa…
N.P: Tampa, yeah.
M.J.I: Atlanta. I’m in Singapore so nowhere even near Atlanta right now. I am far from home.
N.: Maine, wow, alright. So yeah it is really late at Singapore right now. It’s 11 o’clock in the night here so really glad that Morgan could actually do this for everybody so really appreciate that Morgan.
N.P: Niagara Falls, great. Glad you could make it.
M.J.I: Can he send me the photo? That sounds awesome. I’ve never been there before. Shout out to Ireland. You got a lot of big European presence in here right know.
N.P: Yeah, we do. Glad we could actually get you know people from Europe also making it to this webinar, really excited about this topic. So I really hope everybody gets a lot of takeaways, a plenty of questions that we’ll be answering so glad that you guys could all make it. Awesome awesome. Washington DC.
M.J.I: Thanks for being here, John.
M.J.I: Yeah, man, it’s been Chrisman crazy out here. I’m taking full avenge. I think I’m in like Avatar right now. This is a complete different world for me so yeah I’m glad you think of the stories are lit though, it’s been fun. I’m mad though this sounds like a Sillia, I hope I’m saying that name right, is on a beach in Hawaii, that sounds like where we need to go next.
N.P: Awesome, so we’ll quickly start the webinar and you know we’ll get right to it. So let me quickly share my screen. All right, so I guess you know everybody can see my screen now. So thanks a lot guys for joining us, for joining Hippo video on another episode of the limitless webinar series. Where we actually bring in you know the top of you know the best of the best influencers in the sales industry for you guys to actually help STRs and AEs out there fill the pipeline and convert more leads. So a little bit about me. My name is Nikhil. I am the head of marketing at Hippo video. I constantly you know contribute at Neal Schafer’s personal blog, social media examiner and Jeff village. So they are you know the influencers in the marketing industry. So I’ll give you a brief introduction about Hippo video and that will be just for a couple of slides, not more than that I promise, and then it is all about Morgan and the content that he has created for us today. So what is what exactly is Hippo video? Hippo video is a personalized video distribution platform. What I mean by that is let us say if you have, if you want to send one video to you know a lot of contacts in your list. So if you send that, everybody gets exactly the same video experience so the experience is not tailored. What you can do with Hippo video is you can use one video asset, you can insert merge fields right inside the video itself and create unique video experiences for everybody in your contact list.
So what we’ve seen in the industry right now is videos are being adopted across you know different processes, across marketing campaigns spanning sales and support and you know all these videos are being distributed via different channels. So blogs, sites, emails, landing pages, social media and so on. So what Hippo video does, it brings all the three together. It brings the entire collaboration suite, it brings in the distribution suite and in things personalization into a single platform. I just want to show a quick video here to all of you and then it is all about you know Morgan and his you know Webinar.
Why Video in Sales?
Every day sales reps send hundreds of mundane text, emails, hoping to get a response or a meeting. If you are one of them, we know your struggle. However the prospect is all these texts emails look the same. How can inside sales break through this noise to stand out? Simple, by humanizing your selling with personalized videos. Start by including videos in your sales outreach. Record a quick intro video, edit it online, personalize the thumbnail and send it via email. Video email humanizes your conversations, makes you look real, and get you those coveted responses. Add interactive calls to action in your videos to encourage your viewers to book more meetings. Account executives can also make the best use of Hippo video. Include personalized sales pages in your emails to move your prospects quickly through the sales funnel. Hippo video lets you personalize your entire sales page with the curated content that instantly connects with your prospects. You can pin quick video intros, product demos, customer testimonials, and contract PDFs on the same page and share it. Hippo video provides a real-time viewer analytics to help you see how your potential customers engage. Based on the analytics, you can easily plan your follow-ups and close deals effectively. Hippo video is integrated with popular sales platforms like Salesforce, Hubspot, Outreach, Marketo, outlook, Gmail, and Mailchimp. You don’t have to juggle between tabs to set your video sales funnels in action. Using Hippo video, sales teams can seamlessly convert leads into customers by incorporating videos throughout their buyers’ journey. Isn’t that wow? Use videos to speed up your sales and sell your brand better.
N.: So that’s it about Hippo video guys. Let’s launch into the webinar now. So we have Morgan J Ingrams with us. Morgan is director of sales at J Barrow sales training. He’s one of the top voices on sales nominated by LinkedIn in 2018. He’s a strategic sales leader. He’s focused on making difference in the lives of sales rep. He trains people on the modern sales techniques using different tools and the foundational structure that helps them excel. He’s also a star sales trainer and he’s you know the host of the world famous HDR Chronicles YouTube channel. Go check that out after this particular webinar. You have more than 160 videos there, lot of interviews with you know industry leaders to actually help you with your sales process. So without further ado we have Morgan Ingram with us here, and Morgan over to you.
M.J.I: Awesome, so Nikhil thank you so much for that introduction and super excited to dive into this concept with you all today. So obviously with the time we have permitted here and then also at the same time with the questions that we have coming in. I’m gonna be very condensed and give you all some of the powerful things to think about. But at the same time as you come on us webinar, as you do anything with content, I always tell people look I do not have the silver bullet guys, because if I had a silver bullet, I would be staying here in Singapore on an island somewhere. But the whole thing is I don’t have that. What I do have is a couple processes, a couple things I want you all think about and that we’ll be covering today. And well if there are questions when I’m presenting this, I won’t be able to see the chat because I’m gonna be going through the content. So I want you guys at the end of the day, wait at the end, we’ll address those questions as well so you guys know that. So without any further ado, I’m gonna dive into in couple concepts here for you all to think about and how to be effective in your roles. I’m going to assume, most people who are on this webinar today are targeting enterprise accounts and if we have questions outside of that, happy to answer them. But I’m gonna be focused on how you can focus on prospecting in to enterprise level accounts and go after those contacts.
So first and foremost I have this slide. So some of you may have seen Ironman, probably know Ironman is. The reason I’m showing this is because we have to think about in today’s world, how do we become more effective, and how do we evolve. What I mean by that is we, now today, have to see ourselves especially when you’re prospecting as Ironman or I have on the side iron women for the ladies that are in the audience today. So with Ironman, if you’ve seen the movie or know the concept of it, he is the person. So that’s Tony and then there’s the suit that’s Ironman and then there’s the AI which is Jarvis. So those are the three breakdowns. So anytime that you’re reaching out to a prospect, now today, we have the human which is us, the sales rep, we have the suit, the tools, such as Hippo, we’re talking about here today, you just saw the introduction such as Salesforce etc. And then also, on that third layer, is AI. So those are tools that help you get better insights about the human before you call them or before you email them such as websites as crystal knows and no that’s not a drugs. I am not peddling drugs on here. Crystal knows, if you want to write that down, I would highly encourage you to do that. The reason I’m telling you to write that down is because it gives you a disk assessment of the prospect on how they would like to be targeted. So it could be hey be more direct with them, it tells you the subject lines are right, it tells you the way of addressing as well and we’ll talk about how to create messaging here for enterprise accounts in just a minute. But that’s thing off the back, if you wanna write that down, it’s called crystal, such as like a crystal, and then know like I know. So that’s something you can write down right now that helps you.
How to be Effective and Target Enterprise?
The whole goal here is what you have to think about is as a sales rep I have my frameworks and I have my art, there’s the things that I do. And then as a follow up there are tools that I use to make myself more effective to do them at scale and then the follow up is the AI tools that help me understand all the insights of people that I’m targeting reaching out to. So those are things I want you to think about. Again, in today’s world we have to figure out how can we be ironman or iron woman in our process that will lead us toward success. If we aren’t thinking about these things across the board, that’s what’s gonna lead to the non-results that’s gonna lead to broken process across the board. What everyone should be focused on here is what is the process, what are the systems, in place that allow me to be consistent that will help me get the results that I’m looking for, okay. So with all that being said I want you guys to think about that. That’s how you be effective and target enterprise. It’s not hey I’m just gonna do a call, it’s not hey I’m just gonna send a couple of emails, it’s a multi-touch approach. We’re gonna dive into, again, why that’s important especially with today just going through the motions. We got to figure out how we get to the point, it’s not impossible here.
So I’m gonna show you guys real quick what are we covering today, what’s the agenda. So they’re gonna be three main things we’re be covering; strategies of win at enterprise sales prospecting. So I’m going to show you all how to manifest that, how to do the right triggers, how to do organization, and same thing that we’re teaching other enterprise level executives and STRs to do this. How to prospect closure rates. So we’re not gonna talk about closing but we’re gonna show you all how to prospect into executives, a framework that you can use in leverage for success. And then the follow up is how to use video in prospecting to deliver a better experience. So first of all, why that is important? Why you should be using video and then how you can leverage that in your prospecting today? So these are the main topics we’re gonna be covering. So if it’s outside of that scope, I’ll suggest you to think about questions that you have as I go throughout this. So I can directly answer those in context. But as a whole these are the main three that we’ll be covering.
So with that being said I want to explain this content versus context. So I don’t know if you guys have ever watched or seen or even a fan of Gary Vaynerchuk, but there’s one thing that he says that is very powerful in his keynote that we all should be thinking about and is directly correlated to this topic today. He said, “Hey, if content is king then context is God.” So some of you guys are wondering, what? What the heck does that even mean? Okay, so content, so content is you’re going through the emotions. You’re sending marketing base emails, template based emails and you’re just sending them out. Especially when it comes to enterprise, that’s not gonna be beneficial at all. You can’t just be sending out baseline content at scale and hope things would work, it’s just not gonna work. So stay away from that as much as possible, right. Don’t just send out content, send out content, stay away from that. Focus on context, which is we’re gonna tie right here today. So context is one-to-one or hand-to-hand combat. So this is what are the subject lines that you need to be writing to be effective? So again here’s another stat for you all. You guys can write it down or just to refresh it for maybe some of you. Less than five words have the highest open rate in terms of sending out emails. So when you’re doing that you want to make sure that your open rate is succinct, it’s on point, and that will get you those results there. So again focus on that right there. So that’s the content, right. Content is I’m gonna send you out a long drawn out subject line, that’s all over the place and not getting results. So you want to get that tuned in less than five words to get the highest open rates.
Also on top of that as well, you want to think about when you’re sending out emails which we’ll talk about here in a minute but I want you guys write this stuff down. So context is, “Hey if I’m targeting someone, it’s based on the persona. So if it’s based on the persona and it’s relevant or personalized, you get a high response. Also the follow-up, outbound emails, the highest response rate right there is two to five sentences. So the goal is two to five sentences have a highest response rate, also at the same time you focus on less than five words have a high open rate. Also on top of that, when providing context to that prospect, especially in enterprise, you’re gonna be point because think about it. If we’re talking an enterprise-level account and you’re targeting executives and the accounts of leaders, they’re on the move constantly it. On average, another stat to right down, a 100 to 200 emails, sales emails, not even emails, sales emails per day that executive gets.
Be Brief, Be Brilliant, Be Gone!
Enterprise, I believe it’s probably more. It’s probably 200 to 300 to be honest with you. So you have to figure out how do I make sure that I stand out? How do I get people to respond to me? How do I get their attention? How do I get them to even look at what I’m sending them? Pay attention when I get them on the line or when I send them a video? These are things we’re gonna talk about today. How do you get people to pay attention? That has to do a lot with pattern but it has to do with your messaging and your approach and your persistence. So with that being said most emails are on the phone. The stack on that is 79%. And you know with that many people viewing emails on the phone and two to five outcome. You have to figure out how it can be short and straight and to the point to be concise. So for you all today, whether this is a refresher, whether this is new information, as you’re on this webinar today as we go into the content here and dive into meters, just want to set the stage for you all. I’ll get you guys thinking about a lot of things.
Think about this quote, “Be brief, be brilliant, be gone.” You should think about that every single time you reach out to your prospects. If you’re not, then you’re not going to get to the value you’re looking for. And so with that being said think about the quote, think about all those stats that I’m breaking down there and that will help you be more effective and reaching out to the people that you’re talking to. So again, I’ll rephrase all that right there so everyone has that information. So 79% of emails are read on the phone, right. So think about, if I’m writing an email this is gonna be read on mobile. That is incredibly important, lot of people miss out on that, you have to drill on that, you have to focus on that. Two to five sentences from an outbound email have the highest reply rates. And then also on top of that, less than five words have the highest open rates, and also at the same time to go back into that and lock it and focus is be brief, be brilliant, be gone. So that’s context we’re being targeted to our personas and being targeted to our accounts, which again we’re going to talk about here. The whole goal is is that as in a lot of them maybe AEs on this and SDRs prospect. We’re talking about prospecting today. It is the number one obstacle that report every single time they look up. What’s the biggest struggle, it’s prospecting. Number one is prospecting, number two is closing, number three is qualifying.
So if number one is prospecting, you have to figure out what’s a framework. A way to do that is to do AB testing. The way that you go about each account is gonna be different; based on your account planning, based on your triggers, based on how you’re going ask about them, based on the name of the accounts that you have. But the goal is if you have a framework that can consistently be used, that will be successful.
Then the art. So what the art is what is the things that you do to implement inside of your organization or implement inside of your process that leads to success. So everyone on this call, on this webinar, has different things that lead them to success and those are things you need to think about that will help you get that next level. But ultimately again the art is how do I create a framework that allows me to be personalized in a way that’s effective and be relevant at scale what I’m talking. Then the art is once you guys see all this information, how do you insert that into your organization and your own talk track? Because hey again, I don’t have the… This exactly should do but I do have a process and blueprint that leads to success. So what is structure, right. So with structure, you have to figure out what are the ways that you can create that baseline that in lieu lead to success. So with structure, it’s how do you make sure you’re doing the right account planning, how do you make it to your stuff in your calendar in the right way. These are all the things that we’re going to talking about. But the main importance here is with structure in place, that leads to more success. And this is another quote to consider, which is, “And organized schedule leads to organized results.”
So if you know hey, this is how I’m targeting my accounts, this is my account plan this is how I’m gonna go out there. That will help you in lieu be more successful in your approach. Which then goes into this, which is the ideal customer profile. I’m gonna give you all breaks out of what this is. So you can write this down, screenshot it, whatever you want to do here, but this is how I see the breakdown of going after accounts. Now what you’ll see is tier 1 tier 2 tier 3. So in this conversation today we’re talking about enterprise level accounts, that falls into tier 1. So that’s being more personalized, being more tailored in that approach. So when you’re doing that, you want to focus on okay when I’m prospecting, which industries are leading to the most success? Which titles am I getting the most opportunities with? And then also at the same time maybe there’s a number of employees or maybe a number of locations that you have as well. Everyone who calls enterprise, it most likely will be different. Some people are a thousand plus, some people are a hundred thousand plus employees. I don’t know what yours is but I’m going to assume at the end of the day that most likely it’s going to be geared towards a thousand plus employee. That’s where most enterprise level accounts start. So my suggestion for you all, as you look at this ICP, think about which industries are you setting the most meetings in. And the reason I’m saying that’s because now you can tell stories, right. So targeting enterprise level accounts, you want to be able to tell effective stories that lead to more results.
So let’s say I’m targeting someone in the manufacturing space, right, this is manufacturing for example. So I’m finding out wow in the manufacturing space, I’m getting a lot of meetings. So what you can do to make it easier on yourself. We’re talking is a lot of companies like yourself and we were talking to people that are IT directors in the manufacturing space and what we’ve been finding out lately is we’ve been reaching out to them. They’re really liking our solution because of XYZ reason. So that’s the reason. So the whole goal here, right, is to create top commonality across the board and making sure when you’re creating commonality across the board then that will lead to more success. So the goal, again like I’m saying here, is with the structure you have in place, with the ICP; tier 1 tier 2 tier 3 whatever that is, is now if we can create content and also messaging, a wrap around these tier 1s, that makes it more effective for our outreach. Again that is a multitude of different things across the board. That’s making sure, okay, if I know my industries are being successful and I’m processing into them. I can tell more stories, I can do testimonials. So now when you’re doing your emails, you’re telling more stories because at the end of the day nobody wants to feel left behind, right. So if your target enterprise level accounts and you say hey there’s other peers like you doing it in this space at enterprise level accounts, they’re gonna be like wait why am I not doing it. I need to access that technology so they can continuously be evolving within those accounts. So those are things to think about again in the level 1.
Now level 2, level 2 is what’s the right social media presence that they have, seeing if they’re healthy, seeing how fast the company is growing within their departments. The enterprise level account, they’re not growing like 200 X each year, but there are departments that could be growing more. So if you’re going after a certain persona, you can see who’s hiring and see which departments are growing which is important. But the most important thing here is the right. So I want you to take a note of this, this is important. When you’re going after an enterprise level account and you’re doing research, you don’t want to spend 5, 6, 7 hours doing research, right that’s a complete waste of your time. I’ve done it before where hey I’d do my research trying to find this Golden Nugget in this enterprise level account, right. And then I go do my prospecting. I make a call. I do an email and I craft it up and it’s amazing email. High-fiving everyone in the office, right. I do a quick lap around the office too. I’m talking to different partners like yep killing it, everything’s all good. And then guess what? What I realized is that I send that email and it bounces and then I’m like what the heck. Like what’s the purpose of me doing that in the first place, right? And mostly may have been there before, I’ve been there before and it’s a terrible thing like don’t do that. So the thing is to make your job a lot easier, right, and not getting blocked via email is, this is the main focus, take 15-20 minutes. Get your phone out, right, everyone’s got phone, right. And then what you do is set a timer for 20 minutes, right. I do 15 now but now I do 20. So what I do is I take 20 minutes, put the timer on and then I look into the account.
I look for main theme. So you see right here these are my main themes. These are six themes right here. But your goal though, definitely take note of this, is when targeting an account think about one of the five to six themes I’m looking for, right. Because if you go into accounts like hey I’m looking for this one thing, you’re gonna mess yourself up. Focus on five to six main triggers or themes you’re going after. So when you’re going off the website and you set the 20-minute timer, your brain based on psychology will now operate on that level of notion. Okay, cool, I put my time on for 20 minutes. Now I’m gonna focus and lock in on how I can get other things in that place as well. So now you see that the makeup I have here. So what I’m looking for is technology. I can tell stories about how we work with SAS companies all day long. So that goes back to the storytelling piece. You want to figure out how can you tell stories instead of selling your product. You want to stay away from that as much as possible. You’re telling stories here. Next thing is STR BDR AE model, right, that for me that’s what I’m looking for, right. I’m also looking for if they have of 20k and I can tell that my products and I’ve knowledge from that insight. Also, at the same time, I’m looking at their growing and hiring fast. I can tell that by looking at the job so that’s super simple. And then I can see if they’re moving upmarket. Normally I can find news, articles. When they get funding people are looking to go market. And then inflection point is the most important thing for us. Which these are going from inbound to outbound and we’re gonna come teach them how to do a process that leads to success from a sales training perspective.
So, okay these are my feats, right. Obviously you all see they’re gonna be different. So I want you to take them a minute and think about what are your five and six themes to rehash all this. Take a 20 minute timer right here on your phone, not hard, and then go after your account and go find these triggers. And now once you’ve done that, this is the process you can take to make sure you stay organized and what other enterprise account executives that we train are doing. Again, this is gonna look very simple but again a lot of enterprise account executives has been like this is massively beneficial for me because it’s gonna keep you organized in a hectic day. So this is the next slide. So you’re gonna see this right here. So now right now we’re going into 2020. I don’t know about you all but I’m already in 2020. I’m done. I’m pretty much done with 2019. I’m a 100% focused right now on 2020. How do I maximize it and how do I get the most out of it? That’s where my head’s at right now. Again, if your head is still at 2019. Fantastic, finish it strong. But right now I’m in 2020 so I’m like how do I maximize this.
So what I’m showing you all right here is a mock spreadsheet of how I account plan. So what I do is let’s say, I’m just giving you an example. So let’s say if you have 60 accounts that you have for the quarter, right. 60 enterprise accounts you have in the quarter. And it could be again way less than this but I’m just giving this example because it’s even numbers and it makes it easier. So what you do is you take how many accounts do you. If you don’t know, you won’t do it, especially for your enterprise. I got to negotiate. It’s all good. Which is fantastic but you should at least be spending 10% to 15% of your time prospecting. Because a big fat pipeline solves all problems and you want to be building that skill set that you don’t rely on your STR. You want to get your own pipeline so you can get 150 200 %, right. I’m still doing my own prospecting to build my own business. So you want to make sure you’re build that skill. Enterprise STRs, right? Hey, look, you can use the same baseline and build up we’re doing here. So the goal here is you see by 2020, right. I’m taking each week and I’m like these are the accounts I’m going after. So now I do research before I go after these accounts. I’m doing my triggers. I’m going after my certain things I need to do, and now that leads to more success for myself. So again now I’m more organized in my approach, which is the whole goal at the end of the day. Also, I know which company I’m going after so I can always see who am I targeting. So what I do is once I fill this out, I now could put green on what is scheduled, yellow on what spinning the schedule, and red when you do not want to talk to me, maybe you’re with the competitor or whatever that is or maybe you signed a contract with one of our competition.
So here this is a framework, again this is very simple but again most enterprises use this framework for success to keep themselves organized. At the end of the day targeting enterprise level accounts needs some organization. So you’re gonna be organized. You can’t just go I’m gonna target 10 accounts this week and not write it down. When you write things down, when you type it out, you’re held more accountable to doing them so I encourage you all to do this. Again, this is a framework of how to go after each week. So now what you’ve gotten it is the next step is now you’re gonna write this out in a Google Doc. Again, you don’t have to do a Google Doc, you can write this out on a notebook paper, I don’t know what you want to do. Or you can take notes on this on your little notepad, you can do this at a different system, may be linked in sales navigator. Okay, I don’t know what tools everyone has. So I always keep it super simple, Google Docs baby, super simple.
So, now here’s the breakdown. Company X, right, I didn’t put a company down because it doesn’t really matter. Whatever your main company that you are going after or enterprise, get that. Next is the brief summary. So what I do is in all my accounts, there’s a brief summary. So what is that? That’s going to LinkedIn and grabbing the brief summary to figure out who am I even talking to because I can straight up forgive, right. I could be like I’m targeting a company and I don’t even know what y’all do, right. But enterprise you probably have a good understanding what that is but I always want to have a brief summary so I’m not lost. Then people, right, what are the personas? How do you determine it? It’s a great question. How do I figure out which personas are go after in an enterprise level account? Well I will tell you how to do that. So what you do here is once you look at these personas, right, you got to figure out which job titles are you seeing the most success with or even the responses, and then start with the top and approach to go after them, right. Who is the title that I talk to and I get the most responses from, go after them from a top approach. Then who do I get the second most responses from, still go out there top approach, and then filter on from there. So you’re gonna start from a CEO level, all the way down to a manager. Because manager still, you can still have good conversations with him at these enterprise level accounts.
So now that you have all these things into play, now you can fire off these triggers. Now remember what I told you guys. 20 minutes, all right, 20 minutes. I don’t want to hear somebody like Morgan I took an hour, like no, that’s not what we’re doing here. You don’t have an hour to prospect anyways. It is gonna take forever to find triggers, there’s other things we need to be doing here. So 20 minutes, take a timer. When we’re timed, based on psychology and mindset, we get things done faster. That’s how it works. So triggers. I found one two three four five triggers, right, in 20 minutes. Which is finding four triggers for each time interval that I did. So now what I’m doing is I found the company, I have the brief summary, now also I have each persona that I mapped out. You can directly correlate these back to LinkedIn sales navigator and also you have the triggers that are in place as well. So now that you have these triggers in place, you now have been prepared to then reach out in the right way. So again to rehash all this. You’re taking the company, whatever enterprise level account that you have, you’re putting it in one of those weeks. It could be twice a week, once a week, three weeks, whatever. Then you’re finding the people within those accounts for each persona, then you’re taking those triggers on an organizational level to then reach out via email and phone call. So now that you’ve done that, you have your triggers, now you’re prepared to create this messaging which is the next piece. Now, before I go into this, also this is incredibly important. Some of you that are in enterprise probably know this, but for those who may be new to the role, this is something you could pay them to do. Or if you’ve been looking at take your reports and you’re like I don’t know where to start, this is where you can start. So 10k reports. These are the annual reports or quarterly earnings reports. These are massively beneficial. If you’re going after enterprise level account, they’re most likely public. They have to post this so take their reports. So it gives you all the information right there on what they’re trying to improve. Again, it’s a long document, but where you need to go it’s strictly focus in, this is important, strictly focus in on the management reviews and improvements. Take that information and that will be your triggers too. You can find five six triggers just from the management reviews themselves and I use that a lot too in my prospect. So that’s the triggers, right.
So now that we’ve done the cow planning, now, right. So high level. Above the power line, people take the meetings and they’ll make the decisions, below the power line, they don’t. So our goal is how do we appeal above the power line or at the power line to get the right information to close the deal? Ultimately, we’re not going to close deals if we don’t have the right information so we want to get people who have some type of information. So now, let’s dive into that. How do we target these personas? Because you want to be able to do this at scale. Now, let’s take a step back. You can’t do personalization at scale. I’m sorry guys, you just can’t. That doesn’t make sense. How can you personalize at scale? I see that all the time, you can’t do that. However, you can be relevant at scale with your value props. You’ll see here what, you don’t have to do a 100% personalization with these accounts, I’m gonna show you data to back that up. So this right here is how you create persona based messaging. Now, if you’re an enterprise level, the goal here is I took right. I had no idea what they did. I did some research in challenging parties. You guys probably have a benefit in your organization’s that you already have. These things mapped out. Just go ask them, go ask marketing, they have probably spreadsheets that no one uses, so go use them. And then the same formula you see right here, you can use to create messaging. So I’m taking a persona part of the challenge, a certain part of the solution, expect the result and then it complete an attention-grabber. Now what I do here is I’m gonna choose the persona I’m going after and in each company’s number three to five to 37:12 go out there. Then once I decide what that persona is, I’m gonna figure out what’s your part of your challenge that I then map out. Then what solution, which part of my solution ties into that part of your challenge. Then what’s the result that they should expect from taking a meeting with me and then what’s that attention-grabber.
So the attention grabber is a one-sentence. This isn’t an email, this isn’t a novel, it’s not a story. I told you all, short, concise, and to the point, right. We’re not doing novels here. We’re not writing Harry potter. So the whole thing is I’m gonna take this attention grabber, there’s one sentence, and then I’m going to insert this into an email or insert this into a phone call that now becomes part of my multi-touch campaign into this enterprise level account. Because it’s not just about one call, it’s not about just one video, it’s not about just one email, it’s all of these things. So in order to do that, you have to have this formula in place. So hey, choose your persona, what’s the part of your challenge, what’s the part of that solution or a component that ties into it. What is that expected results and then what’s that complete attention grabber, which is the one sentence.
So now that you have that, here is the next thing, you now have this complete sentence that you now can put inside your enterprise-level emails and now this all ties in to the triggers, right. So now I’m gonna show you all how you put this together. So this sounds important, so some of you guys made you sales off, some of you guys may not know what this is. This is sales engagement tool. That doesn’t matter but the whole point of what matters they use 200 emails, 200 million emails to do a test. Does a 100% personalization lead the more results? You guys, you see, it does. So more than 80% personalization, you lose… The drop-off rate goes off. You don’t personalize as much and now you are going off the scales. So now what you want to have is personalization up to 20% to 40%. So within that 20% and 40%, the goal here, right, the goal here in the 20% and 40%, is a higher reply rates. So the whole thing is you can take those triggers that you found and in a framework of the email all you need is one to two sentences that are personalized to the prospect and organization, and then the rest can be done at scale. You can do call actions at scale and then I just showed you you can do your value props and attention grabbers at scale. So now your whole goal is based on the data is if all I need to do is personalize up to 20% to 40% to get my reply rates, then I’m gonna do that. Take your attention grabbers and then insert it into this email format into targeting enterprise accounts and that goes into how do you do AB in the right way to then increase more people to show them to the meeting that are in power which in return increases close rates.
So the last thing we’re talking on this video. So AIDA, so let me this break down just a video that I made so to show you guys what it looks like. AIDA; Attention Interest, Desire, Action. These are the four things that people take in to the buyers consistence based on psychology and their mindset to in return respond to you. If they don’t go through attention, interest, desire and action, they will not respond to you .That’s the whole thing, they won’t do it. So now here’s the breakdown, so here’s a purpose of it is because I want to get someone’s attention, right. So that’s what the video, you get people’s attention. Interest and desire, that’s the value that we just talked about. And then the call to action is what do you want, right, ask them what they offer.
Now you see the attention, right, the attention goes back to the triggers. Right, so if you are reaching out and you’re looking at the 10k report, you’re looking at these triggers, you can easily reach out. So here is the thing that I will now show you guys. So now I have this video, now I have this framework. Again AIDA, attention interest desire and action. Now, I’m going to show you guys why this video work. So I want you guys to write down the stack because this is incredibly important. 7-38-55. 7% of how we communicate is through spoken word, 38% as well is based on tone and our inflection, and 55% is focused on body language. So this is the way we communicate, 7-38-55. Video, should be an integral part of what you do. Because that now at least a 100% of communication. This is just based on facts. This is based on science. So 7-38-55. Now what I’ve done is now they have 38%, my tone and inflection as I’m talking you all right now. 7% spoken word which is normally written text but I’m talking and then also 55% my body language, you will correlate more to me. Now if I just sat here and if I turned off my video over here, you guys wouldn’t relate to what I’m saying as much. But now that I have my video out that means body language. You see right here, these are the main reasons why video helps. Which is creating humanity, it’s engaging, it’s unique as high value. Based on the stats, executives are more prone to watch videos more so than they are not based on emails. Because they’re getting ton of emails but they’re not getting the videos, which is a pattern in people’s process which goes down the list.
Now this is the formula that you should be focused on when it comes to reaching out. I did AIDA. So normally a video is approximately around less than 90 seconds. So here’s the breakdown to how to do a successful video. So you guys can see this, you’re probably screenshotting it or whatever you want to do. First ten seconds is getting their attention. Now, I already told you all how to do that. Find a trigger, find an insight, right. We already talked about enterprise level accounts. Go look at your 10k reports, go look at the website, do the 20 minute timer. What are your five or six themes? Next is, how do you get them interested? That’s the value prop here. Hey we’re working with a lot of people like yourself in this industry and we’ve seen a lot of success lately working with these clients and here a couple challenging probably you have and then go into how you help them and that’s the desire which is based on your product. Then you can layer your product in. You don’t go product and then how you help. You go how do you help with other companies and industries like them and then you go to value prop, and then last but not least, call to action. What do you want from them? 30-minute meeting? 60-minute meeting? Whatever that is, set that up.
Now we’re gonna go into the question piece. But I want you guys to get these last takeaways that you got here over the time that we have here. I hope you all found this. One, two or three things you can walk away with you tomorrow or today actually, right now since most of these guys are just probably just waking up. So there are three things. This is what we talked about, how to map out your enterprise account level strategy? Two, how to take an AB approach to get meetings based on the format I showed you all? And three, leveraging video and your prospecting at least the results. So you can take that framework that I just gave you and then sending it out when I send those videos out, as normally in the second or third or fourth touch, some people found success in the first touch. I like connecting people on LinkedIn first then sending a video. I can create a face to the name.
So guys that’s the framework that’s we’re touched on today. Keep dialing, as I always tell people and these are just ways to connect with me after. But I know that there are questions here so I want to dive into those questions. So I’m going to keep this up if you guys again want to see how to connect with me after and there’s some follow up questions. Because in 17 minutes, I may not be able to answer every single question here. So I’m keeping my LinkedIn up here. And if you want to ask me a direct question, I’m more than happy to answer that. But let’s get to the questions here. So I know Nikhil, there are questions that came in previously so I don’t know if you want to go with the questions that people are asking or we want to go on those questions that were already asked as we…
N.P: We have a lot of questions so I am just moderating this question because many of these questions, they have already been answered in your content. Again, so thanks a lot for taking us through that webinar, through that framework, Morgan. It really opened up our eyes. So the first question from John. So what’s your content strategy for social? Do you intentionally leverage that content for enterprise sales directly example? So again is invoking you know your hero and my hero personally jab jab jab, right hook approach. So how do you leverage social media for enterprise sales, and what’s your strategy for social?
M.J.I: Yeah, so this is a good question because I’m gonna give you the strategy that I used today but I am currently AB testing a new strategy right now. So once I get results from that, I can talk directly more to it. But I’m not gonna go there on that strategy, I’m gonna tell you what I do today. So what I do is I always try to personalize LinkedIn invitation request, right. Not an email, a request to the prospect to get them to see my face and to get them to see my profile. Once they accept, what I do is I’ll look and see what things they posted, I’ll like, I’ll comment. I’ll also see what are they posting it as well to see if I can use that in email or phone call and also the same time see if previous customers that they work with are aligned with us or previous companies that they work with are aligned with us as well. So once I’ve connected with someone on LinkedIn, what I’ve been doing as of late is, maybe you guys know this maybe you don’t, but you can send on LinkedIn video or a LinkedIn voice message. So if you don’t know that, you can just go on the mobile device and you can send a voice message or a video message to somebody. So once I’m connected with that person, I will send them a video or a voice note. Let them know what I post on my profile. Maybe if they want some content from me I’ll directly send them something and just tell them hey this is what I do. So that’s a good situation. Then as I do more research then I’ll come back with which I didn’t ask. I don’t connect with people and immediately pitch them, that’s what everyone else in the world is doing. If I find some really great, if I find some really great information, I’ll wait two days at least to then prospect to reach out to that person. So in terms of the social strategy, that’s how I go about for success.
N.P: Got it. This question comes from Joe. This is a recurring question for every SDR out there. How many searches on average does it take to get a meeting with a prospect?
M.J.I: Yeah, I don’t know. Right, because there’s so many different variables. It’s your market, it’s the personas, it’s the region you’re in. So it’s very very hard for me to answer that question but I do know there’s some data behind it so I’ll give you some data and you can filter out based on your region because again I don’t know a region you’re talking about. So what I would tell you is on average it takes 11.5 touches to get in touch with the prospect. The most successful campaigns have, on average, 14 to 16 touches and in those campaigns there are five emails, five phone calls, 2.5 voicemails so two voicemails, and then one or two social touches. So in terms of what are the average touches? 12 or 12.5, around 12, to get a meeting. About 14, 15, 16 touches to get for a campaigns that are successful; five emails, five phone calls, two voicemails, and one or two social touches. That is the successful campaigns based on data and what other organizations are using and then in terms of on average that’s the average time it takes to get in front of prospect. In enterprise it’s gonna most likely maybe take a little bit more time than that too as well. So that’s my answer there.
N.P: Got it. And just off the top my head. Have you seen some crazy numbers out there? Like you know people doing more than you know 20 or 30 touch points before…?
M.J.I: Yeah, yes, I have but that but that’s depending upon how the system is set up. What I mean by that is there’s some organizations where you only can hold an account for 30 days. So what they do is they have long drawn-out that are 60-65 days, only to nurture the account because they don’t want to lose it to other reps. So yeah, in that way, that’s a little bit different there.
N.P: Got it, completely understand. Now when you’re targeting an enterprise so what are your thoughts on multi-threading leads? So you know how do you create a buzz inside the company about your offerings?
M.J.I: Yeah, for sure. So I want to answer Frederick’s question and then I’ll go into the multi-touch points and then clarify that question. So Frederick when I say personas, I mean buyer personas, the target contacts that you’re reaching out to, every organization has the target contact. So for example it could be like a VP of Sales, VP of Sales enablement, an IT director. Again, I don’t know what yours are but that’s what that means. And then within that, I try to find out what are the target contacts, the buyer personas or the persona to target within the account. Which again are the challenging parties of that person, the organization has challenging parties but also the prospect, the persona, has those as well. So I’m hoping that clarifies that and it was helpful and if it’s not, let me know. Nikhil, can you please explain that question one more time?
N.P: Yeah, Kristen is asking this. So when you’re multi-threading leads so how do you uncover and identify problems and you know create a buzz about you within their company? So you’re actually touching with multiple people here but not everybody is going to open your email and you know respond to it. So you’re just, let us say if you’re you know prospecting like you know ten contacts in an account. So in that case probably one or two only engage with you. So how do you leverage that and you know go into the account and you know prospect into the account from those one or two contacts?
M.J.: So just to clarify, one or two contacts you’ve had conversations with?
N.P: Yes, exactly yes.
M.J.I: Okay, cool. So if I’ve had conversations with them then I would ask them what are the strategies or what are the objectives that their bosses are being tasked with and what they’re struggling with, right. So the whole goal is if you already have a conversation with someone in the organization, there’s no reason to prospect them completely cold because you have people that I’m assuming our champions. And if they’re not, you need to ask that question. Are you my champion? If they’re not then this information I’m giving you will not be helpful because they won’t give it to you. So the whole goal is if you already have a conversation with someone, you need to figure out what their needs are and you need to close them first. Then once they’re closed, then ask them okay I’m gonna assume you’re going up level. So you’re gonna be like hey look you told me that you’re confident in the solution. So now what are the things that I now need to do to reach out to this executive Bob, and what are the objectives that they have? And then what you do is you take that information and then now you can repost [Right]. The goal is, at the end of the day, is if you can then take all that information that you now have from the people that you talk to directly on those front lines or from that director level or whoever you’re trying or when we were talking to you to try to get to which is a c-level suite. You then take that information on those objectives, and if they’re not willing to intro you, then you’ll take that information to re-prospect them. The goal is to get information from someone and at least my focus is. If I can’t get someone who’s c-level or VP, I go someone whose ground level, maybe manager, give what they’re struggling with in their objectives and bring that up to the executive to re-prospect them to get a meeting. So in terms of that, that’s what I would do. if you’re just doing an outbound campaign to do an outbound campaign, that’s gonna lead to less responses and it’s not gonna lead to the results you’re looking for.
N.P: Totally. So I’ll follow up on that question again. So how do you motivate your internal champions? Do you do you have a strategy for that? Because let us say if your sales cycle is long then in that case you know a lot of time has been spent on it. So how do you you know keep motivating your internal champions?
M.J.I: Yeah ,I mean that’s a great question. It’s gonna really depend on the sales cycle, right, like to really give that contextual answer. I would say they should be motivated by the discovery that you do. So if you do the right discovery and you found out their pain points in their problems then that’s how that person and champion will be bought in. So you keep them bought in because you found out the problem in your solution can help. So if you closed the whole goal is if you knew right discovery and you close them on hey this is your problem and you know that our solution fits then now your whole goal is to close the next person in the organization but you have that person bonding because they know your solution can help so now you’re just going to figure out what’s the best use case that leads to success, which is the whole goal I think today. So to answer your question there absolutely your main focus should be… Okay, cool, I have all this stuff going on but now my whole goal is I need to close appropriately to then get those that person to be a champion for me moving forward.
N.P: Got it, got it, excellent. Now this is an another interesting question. So they want to build a long-term relationship with and enterprise client. It is a really an appealing deal. But how you know does a person sign an existing client if they are already on a month-to-month basis? If the contract is on a month-to-month basis then in that case how did how do they get that particular account?
M.J.I: Yeah, so I have a lot of follow up questions here because I’m trying to understand the question. So you’re trying to build a long-term partnership with the enterprise client. You’re trying to make it more Peele for them to sign a contract moving forward but they’re on a month to month basis. So my question is how long have they been on a month-to-month basis? That’s my follow-up. Because if they just started then it’s gonna be harder to go to a yearly contract because they just started on the solution. So if you just show them on a month-to-month basis and they don’t have any results or feedback on what’s already been done. You have to wait that out, right. So the whole thing is if they’ve already bought in to… First of all psychology, right. If they’ve already bought into something ,you can get in the buy more, right. So you’re already obviously on the right path. But the thing is well is if they’re on a month-to-month basis, you at least need to let it play out for 60-90 days to see if they see results. So the goal is you need to nurture them in that timeframe that they’re on the month-to-month contract to see how they’re doing. Because if you don’t have leverage and you don’t know how they’re doing, it’s gonna be hard for you to get them into a yearly contract or you may be asking to figure out how you even get there before that. So if you want to figure out how to get them before that, that just goes back in discovery. Again, a lot of this goes in discovery and doesn’t have to do a lot with prospecting here and again that’s a whole another conversation. But really when it comes down to what you’re talking about here in terms of building out and in terms of building… In terms of building out that contract. So there’s a client that I work with and they asked me the same question. What I tell them is that you have to create a upfront contract that allows you to have a better offering. So here’s for example, you say, hey look Bob, I’m happy that you got on a call here today and throughout the conversation I won’t understand how can I create significant impact for your organization here moving forward. Now I know our sales cycle is a little long. I know we have a month-to-month deal but I want to ask you tear up questions to make sure I can bring significant impact for you so that we could be long-term partners here moving forward. So as we have this conversation, you can tell me yes this all looks good to me and we can figure out the best solution to tie that to. And then if not, you can tell me no. So the reason I’m telling you do the upfront contract is because in there I told you, hey look, I’m trying to get you to bigger a deal, right, a long-term contract. So based on that now what you do is you back your questions.
Again, I don’t know what your product is. I don’t know your sales so it’s hard for me to give you a really really good potential answer here. But once you’ve now done that upfront contract, you need to map questions around, what the main points are that would lead to a long term contract. If you aren’t having questions that lead to long term contract, you’ll continue to get month-to-month deals. But you need to figure out what are the questions that are now enterprise level questions that are geared towards a yearly contract. Which again, you can go to customer success and figure out why people are signed up for you for a year then map your questions around that. And then when you get to the other call and you’re closing them on a yearly contract and they push back on you, you can then go back to the upfront contract and say hey, you said, you agreed that if you could find some impact here that we can build a long-term partnership. Our long-term partnerships look like yearly contracts and these are the results we get. What do we do with other contracts? Not month-to-month, you won’t see the same results. Based on the problems and the things you told me, this is what we’re trying to fill. So in terms of that, that’s how you up front get better offering deals. If you already in these deals that are month-to-month basis, you need to look at these 60-90 windows, take that information and close on the 60-90 windows. And then use those leverage points to give checkpoints and check-ins, right. Because now you’re not touching base and checking in, you’re doing thoughtful reach out. So now you’re like, hey, 60-90 days. How’s the product? Well hey, I’m doing really well. Okay cool, so does that look like you can go yearly? What are some things you want to improve? Those are ways you can go about it. So I’m hoping that that was helpful for you there. Again that was me giving the most context I have this based on what I have and what you gave me there, but that’s the plan that I would take.
N.P: Excellent. So another question here. Now conversations with your prospects lead to better need qualifications. Can you talk a little bit more about how to disqualify this lead? So what are the conversations that you need to have to actually you know qualify or disqualify those leads? This question is very important to Kristen.
M.J.I: Okay, so in terms of what, right. Is this an inbound? Is this an outbound that you prospected and now you’re trying to unqualify them? Are you just getting really bad leads and you’re just trying to unqualify them because you do not as much time. Those are questions that would help me clarify and answer this question it as well, right.
N.P: Based on the questions that she has asked, you know based on four or five questions, I am figuring out that it should be outbound, not inbound. Like you guessed it earlier yes, outbound.
M.J.I: Yeah, because if they’re coming in inbound, that’s the different process than qualifying an outbound. Then in terms of qualifying them out, again that comes back to your qualifying questions. So what you need to figure out is, is this a good fit for us? Again I don’t know what a good fit for you is but what your goal is, you need to ask qualifying questions that then lead into the end result of that enterprise level account. So again I’m seen as more so… I’m trying to figure out, hey how do I prospect and get the meeting? And once you have that conversation then the whole goal is how do I unqualify out and that’s all based on what you should do is impact questions based on challenges and priorities. So once you focus on what are the questions on challenge and priorities then you should do that as well. Also, this advice is when you think about it’s very simple but this is what helped me as well to unqualify people is you need to ask harder questions and more direct questions. Like is this exactly what you’re looking for or what happens if you don’t make this decision. Like questions like that determine whether or not someone is truly qualified for you to move forward. Because if they can’t answer those questions then they’re probably not the person you’re talking to in the first place.
N.P: Got it, excellent. So one last question, Morgan, before we let you go because we are out of time. So you mentioned about prospecting about the power line and below the power line, if you don’t get a response from you know about the power line. So is there a strategy? Now you mentioned about 14 to 16 touches in you know a 30-day window. So do you have you know a number of a framework for the number of touches for people about the power line and similarly for people below the power line?
M.J.I: It’s the same amount of touches. I don’t defer. My messaging is the only thing that changes and how personalize I am. Like I’ll do more personalized touches for the executive. I’ll put more videos in that as well, right. So my strategy is the same. I’m still doing five emails, I’m still doing five calls, I’m still doing two social touches, and that’s what I’m doing there. So my way that I target the prospects a little bit are a little bit different in terms of messaging. The way I go about it is still the same. I may add an extra step that’s personalized. So I have 20 days that are below the power line, and 25 days in terms of an executive. But again that’s a very small difference and I’m just adding one additional stuff.
N.P: Exactly, exactly yes. All right, so that is it from us at hippo video and Morgan Ingrams. Again, thanks a lot for joining us on this limitless webinar series. Thanks a lot for joining us, Morgan. I hope you have a good night’s sleep. I know it is late night there in Singapore. For everybody who’s joined us today, you know, from India it is Diwali season. So you know have a happy Diwali festival of lights. Have a happy Diwali there. Because we won’t be seeing you the next week, we’ll be seeing you the week after next on another limitless webinar with Jennifer Gluckow. So for everybody out there next week is Halloween season. Have a great Halloween and I’ll see you guys during the next limitless webinar series. Thanks a lot guys for joining us. Thanks a lot Morgan for joining us from Singapore. Bye bye, I really appreciate…
M.J.I: Awesome. You guys have a good one.
N.P: Thanks a lot.