INSIDE Inside Sales – Ep 10: How to Really Write an Email, According to a PR Rockstar

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Adrian Salamunovic is in demand. He’s a prolific speaker, high-tech mentor, investor, and PR savant. His bold tactics have led to appearances in Playboy, Wall Street Journal, New York Times, CNN, Fast Company, The Today Show, Good Morning America, and other major media outlets. He’ll be the first to tell you that PR is just Sales by another name. In this episode, he shares the five secrets he uses to guarantee his emails get opened every time. His results speak for themselves. Learn from the master, and laugh as he shares his story.


Not in the mood to listen? No problem, you can read the transcriptions below.

 

Host:  Darryl PraillVanillaSoft

Guest: Adrian Salamunovic, FREE PR Book

 

Darryl Praill: All right folks, welcome to another edition of INSIDE Inside Sales. I’m your host Darryl Praill, good to have you back here guys. If you’re new to the podcast let me go through the spiel where I tell you what it’s all about. This is about real pragmatic, practical advice for today’s sales professional. If you’re coming here for strategy, for vision, for the next invention that will make you a multi-millionaire, you’re gonna be sadly disappointed; but if you wanna come and get real advice from the industry’s thought leaders, then sit back, relax, get your favorite beverage, and enjoy yourself.

Darryl Praill: We’re gonna have fun today and the reason why we’re gonna have fun is I’m joined in studio by a long-time guest host. I know this fellow from when he was wet behind the ears. I had the good luxury of hiring him early on when I was wet behind the ears, back when my hair was no longer white, but it actually had color. So, if you’re wondering who it is, this is my wonderful friend Adrian Salamunovic. Adrian, welcome to the show.

Adrian Salamunovic: It’s good to be here.

Darryl Praill: That’s it, “It’s good to be here”?

Adrian Salamunovic: I don’t remember you having …

Darryl Praill: A time when I didn’t have white hair?

Adrian Salamunovic: … dark hair. Yeah.

Darryl Praill: Aw, Adrian that’s harsh. That’s harsh. Aw, man. It makes me hurt. Okay. So, I brought Adrian here. I want you guys to get to know Adrian, alright? Often with my guests, I’ll say follow them on LinkedIn, follow on Twitter, and of course Adrian’s no different because I only bring the best. But Adrian, he’s kind of special, because he’s not just a guy who talks a good game; he’s a guy who actually does it. I mean I look it you as your special strength is getting people’s attention, creating buzz, creating visibility, getting hype.

Darryl Praill: Now, you’ve got a few wins in your career. Why don’t you do your little spiel on who you are and what you’re about so the audience has some context?

Adrian Salamunovic: Yeah, sure. I mean I’ve been a lifelong entrepreneur, right? I started consulting companies in my early 20s, and then went on to build a couple of different companies; worked with a variety of teams, then started a commerce company called Canvas Pop. Exited that recently. And now I’m an author! So I’ve created a new book called FREE PR.

Darryl Praill: You’re an author, and if you get a chance, check out his book! It’s called FREE PR. Where can we find the book?

Adrian Salamunovic: Just freeprbook.com.

Darryl Praill: So it’s really cryptic. Freeprbook.com.

Adrian Salamunovic: .com, yup. Yeah.

Darryl Praill: And I’m trying to understand. So the book is about how to buy a car, is that what I’m sensing?

Adrian Salamunovic: Exactly, right. It’s not in the title. So that’s the other thing, right? And we’re gonna talk about that today is, people try to make things really fancy and complicated, and often the most simple, direct things work, right? Keep it simple. And it’s true with the title of my book. FREE PR: how to get free PR for your business. It’s co-written by Cameron Herold, former COO of 1-800-GOT-JUNK. Also, he runs an organization called the COO alliance. So great guy with a great track record, and I partnered up with him to do this book. So hopefully it becomes a bestseller.

Darryl Praill: So if you’re sitting here going, “well, if Adrian’s talking about PR then why are we talking to him on a sales show?” Well, let me tell you. In the end, it’s always about trying to connect with your target audience and FREE PR is an example of how he does that. Now you’ve appeared on a television show or two, or magazine or two, that we might know. Can you share any of that?

Adrian Salamunovic: Yeah, I mean, we’ve got tons of press over the years, right? Ranging from Wall Street Journal and the New York Times … We’ve been on … Even got one of our products put on the show CSI New York a long time ago. But MSNBC, the Big Idea with Donny Deutsch, CNN Money … I mean I can just go on and on. And although that sounds impressive, it wasn’t automatic, right? It was a lot of hustle and salesmanship involved to convince the producers of these shows to get on these shows, right?

Darryl Praill: And that’s the big thing. You had to sell yourself and your value prop, whether it’s a product or a service, to get on these shows, to get in front of their audience, and understanding that those people, the producers in this case of the show or the media or Wall Street Journal, the editors … They’re getting hit every single day, thousands of times a day, so you had to stand above the noise.

Adrian Salamunovic: Exactly. And it’s exactly parallel to sales.

Darryl Praill: It’s 100% parallel to sale.

Adrian Salamunovic: Right. Everything is sales really in life, I think.

Darryl Praill: It is.

Adrian Salamunovic: Almost everything is sales. But, you know, you couldn’t ask for a more loud and crowded, I should say crowded, place than media relations where, like you said, thousands of messages in inbox; how do you stand out? And so if you can stand out in the media with these journalists who are getting pounded with messaging all day and all night, you can stand out in a VP of sales or a director or sales inbox as well. So the skills are very much a parallel. They’re the same.

Darryl Praill: And you mentioned about thousands of emails in the inbox. And that’s actually a nice takeaway to the base topic. So today we’re talking about … We jammed, we said, “what can we talk about here together that would be really powerful to the audience that INSIDE Inside Sales speaks to?” And you can came up with, “how to open an email and get a response every time!” Of course, every time is always a little bit hyperbole, a little bit of marketing. But there’s some truth in it. You’ve got some proven tactics and tools that today’s sales professionals can utilize in the pursuit of their own pipeline development.

Adrian Salamunovic: Yep. Absolutely.

Darryl Praill: Alright, so number one: there’s a few things you wanna cover off. We jammed and you said, “Darryl, there’s things like structure, like mindset, like what’s the hook.”

Adrian Salamunovic: That’s right.

Darryl Praill: “What’s the content?”

Adrian Salamunovic: Right.

Darryl Praill: And then what do you do after the email? ‘Cause the email is just one tactic. So let’s start with … We wanna start with structure?

Adrian Salamunovic: Let’s start with structure and let’s even start before all of this. What do you do before you even begin your structure? I think one of the most important things is obviously social media, right? And in the case of sales, especially B2B, LinkedIn. I mean it’s an extremely powerful tool, right? I don’t have a ton of … I have about 4500 connections on there, but they’re some of the most influential people in the world, in the business world. And that didn’t happen overnight. So that’s the point is, I think, great salespeople understand they themselves are a brand. Yes, you work for a company, and you’re representing that company, but you yourself are a brand.

Adrian Salamunovic: So it’s critical to begin building your audience and beginning to create your connections long before you begin doing sales, right? And not just that. Following the right people creates connections, it attracts other people to connect with you, and then just doing things like sharing valuable content; so not just going onto LinkedIn and saying, “well I’m gonna use this to pitch people and disrupt people. I’m gonna go in there and create value.” Create your own brand first. Great salespeople develop their own brands.

It's critical to begin building your audience and beginning to create your connections 🤝long before you begin doing #sales. ~ @asalamunovic Click To Tweet

Adrian Salamunovic: So that’s the first step, right?

Darryl Praill: That’s a big part too, because if I’m getting email from an unknown brand vs a known brand, I’m more included to open up the one from the brand.

Adrian Salamunovic: 100%.

Darryl Praill: Right.

Adrian Salamunovic: 100%. And then when people see that you have common connections, you can slowly start building your way up the ladder and in a couple of years you’ll have thousands of connections, and that is extremely valuable. LinkedIn is obviously number one place for any sales person. That’s where we start.

Darryl Praill: So, talk to me about things like subject lines.

Adrian Salamunovic: Talk about sorry?

Darryl Praill: Subject lines.

Adrian Salamunovic: Oh yeah. Subject lines. So the subject line is the most important thing, right? And the idea with subject lines, whether you’re in media relations or sales, is how do you stand out from the inbox, right? And how do you encourage the open rate. So I’ve done, what? Close to 30,000 pitches over the last 10 years probably. And we have a lot of data. And how do we track data?

Adrian Salamunovic: So let’s talk about data maybe first before we move onto the subject line.

Darryl Praill: Go for it.

Adrian Salamunovic: So I use a product called Yesware. It allows you to track opens, but lets you also see some data behind who’s opening and how often, right? So if you don’t know what’s working, then you can’t focus on that, right? So, ultimately, the subject lines that have worked well in the media world have been things where you’re leading with value. Two things: leading with value, so saying, “thought you might be interested in this,” or … You have something that is of value to them first, right? It could be that you have white paper, you have a video, you have something that you think is valuable to them; and the really advanced salespeople actually bring something of tremendous value to the person you’re emailing.

Adrian Salamunovic: So, for example, a lead, or something about a competitor, maybe even a custom report, right? So you show up to the altar with some value. And you wanna infer that in the subject line.

Darryl Praill: And a part of that too, if you’re wondering, “well how do I know what value that is?” To your point, bringing it back, if you’re active in the social community, you’re gonna see a lot of the issues and the pain points that are being talked about, number one. You’re gonna see what your competition or what the thought leaders in that space are sharing, and you can gauge which … You know, some of those will have a few views and some of those will have a thousand views and a hundred comments. Clearly that’s a more hot item than the first example I gave, right? So you can gauge it that way.

Darryl Praill: And then you can also reach out to them, your own audience, and you can say, “what are your issues?” So you get some input. And of course if you go to something like a LinkedIn before you send that email to them, you’re gonna actually qualify them because you understand the company, you can do some research, so you can be intelligent about figuring out what some of their issues are that the subject line can speak to.

Adrian Salamunovic: And that’s exactly what you wanna do. And also if you’re on their LinkedIn, you can see what they themselves are a part of.

Darryl Praill: Are talking about.

Adrian Salamunovic: So if you can tie it back to that and say, “hey, I read your post on x, have you seen this solution y.” And by the way, you can always introduce your value later on. It doesn’t have to be a one, two punch, right? I think the best salespeople understand that it’s a combination, right? You go in, you build a relationship, you get them to add you then you send them some value, you send them some more value, and they get to know you, and then eventually you can do the ask, right?

And by the way, you can always introduce your value later on. It doesn't have to be a one, two punch. 🥊~ @asalamunovic Click To Tweet

Adrian Salamunovic: You can say, “hey, I’ve got something … ” The other thing I was gonna say works really well is asking people for their valuable feedback on something, right? In a sincere way, right? You’re not using it as an underhanded sales tactic. For example, I’m developing an e-course program; I’ve known you for close to two decades, right? We don’t wanna talk about that but it’s been almost 20 years.

Darryl Praill: Yes. You were four when I met, obviously.

Adrian Salamunovic: Yeah, we were four years old.

Darryl Praill: Yes.

Adrian Salamunovic: And I sincerely want your feedback on the program that I’m developing. And in that process, very organically, you’re either gonna be in or you’re gonna be out because you’re gonna see the value or you don’t, but either way, it’s a win-win because I get valuable feedback, but you get to be part of the process of a product development. So a really advanced … And I know if you’re working in a huge company, you may not be able to use that exact approach. But even if you’re in a huge company you can say, “we’ve got a new product that we’re announcing. We think it’s perfect for a company like yours. And I’d love to get you a beta access or advanced access to it, or I’d love to get your feedback on what value there is here and I don’t wanna sell you anything.”

Darryl Praill: So is that in the body or is that in the subject line in that example?

Adrian Salamunovic: I would say in the subject line. So here’s the hack here. “I’d love your advice,” or, “I’d love your opinion.” I’ve used data on this on the media side, right?

Darryl Praill: You run the A/B testing and you’re using the data to back it up.

Adrian Salamunovic: We use the data to back it up, and there’s a higher open rate when there is a jack-in-the-box, I call it, a question mark that pops open the … So they have to open the email to see what the thing that you want their valuable advice is on. The second thing that happens is psychologically is their guard is down, because you’re not trying to sell them … You’re very open. “I’m not trying to sell you anything. You are exactly the type of client that we value and we want your advice.”

Darryl Praill: Well, I’m your target audience.

Adrian Salamunovic: Right!

Darryl Praill: Right So you would try to appeal to me, you would send me an email theoretically, we hadn’t met before.

Adrian Salamunovic: That’s right.

Darryl Praill: And your subject line would be “seeking my advice,” which is disarming.

Adrian Salamunovic: It would be –

Darryl Praill: It intrigues me.

Adrian Salamunovic: It intrigues you, and it also flatters you because … And it’s gotta be sincere, right? You can’t…

Darryl Praill: “I want your advice. Should you pay cash or credit card for my product?” Probably not gonna work.

Adrian Salamunovic: Not gonna work.

Darryl Praill: Right.

Adrian Salamunovic: This is really valuable though. When you’re asking for that feedback, not only is it disarming, it makes people feel … For some instinctual reason, the right types of humans like to help and like to give their feedback.

Darryl Praill: And the other part is candidly, is when I see the subject line. You might have been referred to me by a mutual colleague, right? So the body can say, “I was talking to Joe and he said I should talk.”

Adrian Salamunovic: That’s even better.

Darryl Praill: But I don’t know because all I saw was the subject line saying, “I want your advice,” or something of that effect.

Adrian Salamunovic: That’s right.

Darryl Praill: But the point is your subject line is gotta offer a load of value, it’s gotta be intriguing, it’s gotta be disarming, it’s gotta have a bit of a hook to get them to do it.

Adrian Salamunovic: Get them to open it.

Darryl Praill: Total side story. We did an email blast this morning. We’re driving people to a big event that we’re part of. And we segmented our data, we kinda said, “you know, here’s our list and what not.” And that gets email A. But everybody who signed up to listen to a podcast or a webinar that I’ve been involved in the last … this year, this calender year, that’s segment B, and they get a different email. And in the different email the subject line said, “personal message from Darryl Praill.”

Darryl Praill: That open rate was through the roof because I have brand recognition on social media, full circle again. And they have attended my content, so they know who I am. And the open rate was through the roof. Now what was interesting was the first email that didn’t go to my personal audience … So these are just two different subject lines. We’re driving them to an event that says, “you don’t wanna call a new lead within five minutes.” There’s an individual in the industry who says, “you should!” And he says, “if you don’t, you’re an idiot.”

Darryl Praill: So the subject line said, “are you an idiot when it comes to following up your leads?” And I had this one fellow … And again, huge open rate, ’cause it was a little bit … It was a question, as you were saying. But it was also a bit bold, ’cause I used the word idiot. I had this one fellow come back to me and say … All his response was, “are you an idiot when it comes to making subject lines?”

Adrian Salamunovic: No, I don’t –

Darryl Praill: And of course … I bit. I’m there. And I responded back and said, “you opened it.”

Adrian Salamunovic: Yep.

Darryl Praill: And then he comes back and he tells me … And he goes, “yes, I opened it. I read the whole thing. I understand the context of what you want.” And then he went and told me what I did wrong. And I’m like, “you’ve opened the email, you read the email, you consumed the email.”

Adrian Salamunovic: But now you’re talking –

Darryl Praill: And now we’re talking!

Adrian Salamunovic: It’s great. It worked.

Darryl Praill: So, I love these guys.

Adrian Salamunovic: It worked.

Darryl Praill: It worked.

Adrian Salamunovic: It worked.

Darryl Praill: Alright, so that’s the subject line, the structure, the whole, the body, you gotta pace yourself, not go for the ask right away.

Adrian Salamunovic: Right away. Yeah. I mean too many people try to go for the kill in two minutes, and that’s not gonna … And I hate to use that type of language, but that’s the language we use in sales.

Darryl Praill: It’s true! That’s exactly what they do.

Adrian Salamunovic: And it doesn’t work in relationships, right? Husband and wife or whatever it is; it doesn’t work in sales. So too many people try to go in for the kill right away.

Darryl Praill: Now a big part for you too, which I love, ’cause this is a little more soft … And I’ve done a podcast on this with Lori Richardson … Sorry, it wasn’t Lori, Lori did a whole different topic. Sorry, Lori! It was with Carole Mahoney. And it was all about mindset, right? And talk to me … This is important to you. Talk to me about mindset.

Adrian Salamunovic: Well, the first mindset is what we talked about earlier. So long game, right? You’re trying to create a personal brand. I think if you think of yourself as a personal brand, that you’re gonna have many, many, many years in business and you’re not just trying to build a list, spam that list and close a sale today.

Darryl Praill: So it’s not … You don’t think of it as a transaction?

Adrian Salamunovic: Right.

Darryl Praill: You think of it as a relationship. A long-term and big endgame.

Adrian Salamunovic: Big endgame. Decades, right?

Darryl Praill: Yes.

Adrian Salamunovic: So that’s the first mindset. The second mindset is empathy, right? And I think … Right?

Darryl Praill: I love it! And most people struggle with that.

Adrian Salamunovic: They do because it’s me, me, me, me, right? It’s like, “I wanna reach my quota, I wanna close this sale, I want to hit my numbers.” That’s great. You should have that drive internally. But I think the most successful salespeople that I’ve seen flip the script and think about how to bring value to their client, always. And that’s how you win the long game. That’s truly what I believe.

Adrian Salamunovic: And so whether it’s in the email, the individual email that you’re sending or the content that you’re posting on your LinkedIn, you’re giving value at all times and that attracts more people than the people who are just trying to get a quick sale, right? So that’s the mindset. So there’s empathy. And also, if you’re constantly, literally putting yourself in the shoes of your target – who are they? How old are they? What’s their day like? What are their pain points? – and you know that because you’re following them on social media, then if you can get inside the brain, literally inside the brain … Not literally, but figuratively inside the brain of your end target, that’s like minority report, right?

Darryl Praill: Yes.

Adrian Salamunovic: ‘Cause you can see the world through their eyes. And the better you are at doing that … And you can call it empathy, or you could just call it viewpoint, going into their mind … You are going to be very powerful at sales. Cause you are them, right? So you’re pitching them and you’re not pitching it from your perspective, you’re pitching it from their own perspective. And it could be as crazy things like understanding that these are the types of people that take the subway in the morning, they get up at 5am, so I’m gonna hit them as soon as they walk in the office around 9:30am.

Adrian Salamunovic: Like, really understanding how they function. What kind of coffee do they drink? What time do they get off work? Do they do happy hour? Do they work ’til 9? So knowing all these things will help you time the way you email people, the way you speak to them, the tone that you use … And I know it sounds a bit crazy, but it’s a marketing tactic, right? If you understand your market, you’re going to excel at pitching them. Understand them.

Darryl Praill: So, I’ll use an example, not a sales example guys, but it’s an example because it really hits home what you’re talking about understand the recipient, alright?

Adrian Salamunovic: Yeah.

Darryl Praill: Alright.

Adrian Salamunovic: Really get them, yeah.

Darryl Praill: Yesterday, we had to deliver a video of a session where we were doing some content. And it’s prerecorded and it’s gonna be aired, simulcast, pretend live in the coming weeks. And the organizer of the event wanted it yesterday, and the event takes place actually in one week. We were late. We were late!

Adrian Salamunovic: Happens.

Darryl Praill: Happens. So we got it recorded yesterday, but we had to edit it all up which means it wasn’t going out today. So, put myself in the organizer’s mind frame; I sent them an email late in the day, said, “I’m really sorry. I’m late. But I know you’re stressed and hoping you just get video content from all of the speakers.” The truth is, they’re thinking, “if I don’t have it by Friday I’m screwed.”

Darryl Praill: “So I want you to know that it’s coming tomorrow. This is how long it is. It is done, you’re gonna get it tomorrow.” But I redirect it and I said, “you must be stressed because you’re just desperately hoping,” which is my excuse for being late, but I’m only a little late, and she wrote back, saying, “oh my gosh, Darryl, thank you so much. I’m so grateful.” So, it could’ve been a very hostile interaction, but because I was, in her eyes, with empathy, became very, “I love you.” And it was just human dynamics.

Adrian Salamunovic: Just that moment of just understanding where they’re coming from, right?

Darryl Praill: Exactly.

Adrian Salamunovic: And that’s in any interaction, but salespeople, we often lack empathy, right?

Darryl Praill: We do!

Adrian Salamunovic: We’re just out there to push our product.

Darryl Praill: And I’m not trying … There was a comment, Keenan made a comment to me … Well actually he admitted on social but he’s also shared with me, which was, he said, “when you make these calls, you make these email outreaches, and they may shut you down and shut you hard, your mindset has gotta be like, it’s okay. ‘Cause you know what? I got something you need. I’m gonna help you. If you don’t want it, that’s cool. I’ll just talk to the next person, they’ll want it, and it’ll make a change in their life.”

Darryl Praill: It’s all mindset.

Adrian Salamunovic: Yep. That’s the thing about mindsets, you have to believe in whatever you’re selling.

Darryl Praill: You have to believe in it.

Adrian Salamunovic: So if you’re working for a company right now and you’re listening and say you don’t believe in that company, go work for a company –

Darryl Praill: Go work for somebody else you do.

Adrian Salamunovic: Honestly. That’s the best advice. So, believe in what you’re doing as it’s going to give you that fuel and it’s going to give you that authenticity … that’s the other part of mindset … It’s just, as salespeople, not the best salespeople, but the people who are learning to become sales will often hide behind the shield of their brand and tonality and keep things very professional. And I’m not saying don’t be professional, but I’m saying be authentic. And you can be authentic and still be professional, right?

Darryl Praill: The whole authentic relational thing I keep hammering and hammering into anyone who’ll listen to me, I agree with you. Let’s segue now. You use the term hook; as a marketer I might use the term called an action, maybe they’re the same thing maybe they aren’t.

Adrian Salamunovic: Sure. They are.

Darryl Praill: But this was important to you. Talk to me about the hook.

Adrian Salamunovic: Well, the hook is the thing of value that you’re kinda holding onto. But you’re totally willing to give to somebody, but you want to interact with them, right? So on your end, you’ve got something of value.

Darryl Praill: A piece of content, how to – a guide, whatever.

Adrian Salamunovic: Whatever it is, it should be A: valuable. So you’ll know it’s valuable depending on how people respond. So essentially what you’re trying to do is just get out to these people and, you know, people you’re hopefully already following on social media, you’ve already started establishing relationships with; but even if it’s cold, when you email them or message them, because there’s not just emails, right? DMs work amazingly well on Twitter, depending on who your audience is … LinkedIn it can work incredibly well, although it’s getting noisier, right? LinkedIn’s getting noisier.

Darryl Praill: You think? Just a little bit?

Adrian Salamunovic: All channels are getting noisier, right?

Darryl Praill: Exactly.

Adrian Salamunovic: So you standout by bringing that value. So the hook usually in the media world it will be a piece of information that we haven’t shared with anybody else yet. In your case, it can be video content, it can be a demo, it could be a free demo ideally or maybe even a webinar, how ’bout an exclusive webinar with an exclusive guest.

Darryl Praill: Yes.

Adrian Salamunovic: Something of value. You kinda say to them, “this is what we’re doing. I’d love to invite you to this conference.” You don’t have to have a link or necessarily … You can just say, “let me know if you’re interested.” And really, as any salesperson, if you wanna break it down, what are we trying to get? A reply. Right? If you wanna bring it down to simplicity.

Darryl Praill: You always want the next step.

Adrian Salamunovic: The next step.

Darryl Praill: That’s all you want.

Adrian Salamunovic: Even if the guys arguing, the case in your example, the person who told you this … “What kind of subject line is this,” you want, because they replied and now you’re talking to them –

Darryl Praill: And now we’re building a relationship.

Adrian Salamunovic: And now you’re buddies.

Darryl Praill: And with me being an ass to me being somebody who actually took time out of his schedule to talk to him.

Adrian Salamunovic: That’s right. And what started off as a … So the idea is, you wanna go for positive attention, but you just wanna get ’em to respond.

Darryl Praill: That’s all you wanna do.

Adrian Salamunovic: Interact with you.

Darryl Praill: That’s always the next step.

Adrian Salamunovic: Right?

Darryl Praill: Alright. So we’re gonna go real fast and then I’m gonna give you a little second or two to talk about how we can learn more about you.

Adrian Salamunovic: Sure.

Darryl Praill: Alright. You mentioned after the email is equally important. What does that mean?

Adrian Salamunovic: So, I mean, getting that first thing done is just the beginning of that relationship, right? You wanna be farming that lead, right? So that means following up even when you don’t have something to sell them. So the example is a new white paper comes out, some new information, or you see something that makes you think of them … Send as many no-sale emails as possible to that person, right?

You wanna be farming that #lead, right? So that means following up even when you don't have something to sell them. ~ @asalamunovic #SalesTips Click To Tweet

Adrian Salamunovic: “Hey, I -”

Darryl Praill: Cause you’re relationship building.

Adrian Salamunovic: You’re relationship building! You’re like, “I thought you might like this. I just found this really good video on LinkedIn. I thought you might like it. Something that could interest you.” I do that all the time and I don’t have a hidden agenda. I’m just relationship building, right?

Darryl Praill: That’s what you’re doing, yep. The ask is gonna come eventually and often they’ll beat you to the punch and they’ll ask you –

Adrian Salamunovic: That’s right!

Darryl Praill: That’s the best part.

Adrian Salamunovic: That happens all the time to me because you’re bringing value, you’re authentic, and you have a great product, right? If you don’t have a great product –

Darryl Praill: Cause they’re checking you out! They’re like, “who’s this guy who keeps sending me emails? Oh, he does that! I have that problem.” Eventually, it’s gonna happen.

Adrian Salamunovic: And that’s the best salespeople in the world. They’re actually not selling.

Darryl Praill: Exactly, they’re just relational.

Adrian Salamunovic: The best salespeople don’t sell.

Darryl Praill: They’re just relational. I love it. Alright, so, guys that’s kind of like a email, PR, value, marketing, all in one fell swoop. I hope you liked it. Adrian’s a rockstar. Adrian, what are you doing now? How can people interact with you, other than connecting on Twitter and LinkedIn?

Adrian Salamunovic: Other than? So usually what I like to do is I like to give people one thing to do, right? And not 20 things to do. So just add me on LinkedIn.

Darryl Praill: Alright.

Adrian Salamunovic: That’s the only thing I want people to do. Find my very long name, Adrian Salamunovic. Daryll will include a link somewhere down here.

Darryl Praill: I will totally do it down here.

Adrian Salamunovic: Down here somewhere. And if you or somebody in your company is interested in getting FREE PR … and the reason they wanna get FREE PR is ’cause it helps sales, right? When your company is in the press and it’s freeprbook.com, why don’t you gift them the book? Give it to your marketing or salesperson or communications person. Because when your company’s constantly in the media, you as a salesperson, you can share those articles, and let’s be honest, who doesn’t like inbound … Well, inbound sales are great, but also when you call up a client, they’re like, “yeah, I actually heard about you guys. I saw you guys on Forbes.”

Adrian Salamunovic: It just makes your job easier. So this is a nice, friendly, non-passive aggressive way to get your marketing team on the PR bandwagon. Get them the book.

Darryl Praill: That’s it.

Adrian Salamunovic: That’s the only cold action.

Darryl Praill: Only one cold action! So with that, that is Adrian Salamunovic. You can check him out on LinkedIn or you can go to freeprbook.com. In the meantime, guys, we hope you had fun here on another episode of INSIDE Inside Sales. We’ll talk to you soon.