INSIDE Inside Sales – Ep 68: Improving Your Success with Cadences

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How are you when it comes to using cadences? Do you focus more on email over phone? If you use the phone, do you even bother to leave a voicemail? When it comes to reaching your prospects, are you confident that you are using all of the channels available to you? What makes a successful sales cadence?

In this episode of INSIDE Inside Sales, Darryl concludes his epic series with the 4 founders of the OutBound Conference as he welcomes the unmistakable Jeb Blount to the show. Darryl and Jeb go over the importance of using cadences as a part of your sequence and offer up advice that can drastically improve your success rate. They discuss tips such as taking advantage of personalizing emails, creating a wish list of dream accounts, as well as answering some of the questions and criticisms regarding using the phone in the age of email. Learn how to streamline and optimize your cadences on this episode of INSIDE Inside Sales!

Do you know what makes a successful #salescadence? 🎧 Listen as @SalesGravy discusses how to streamline and optimize your cadences to improve your success rate. #SalesTips Click To Tweet

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Host: Darryl PraillVanillaSoft

Guest: Jeb Blount, SalesGravy

 

Improving Your Success with Cadences

Darryl Praill: How are you doing folks, it’s another week. Another week! Can you believe it, another week is in the can, And we’re sitting here. I’m really excited, you know why I’m excited? Honestly, honest to goodness. We’ve been overhauling the studio. It’s gonna sound exactly the same, if you’re watching the video, it’s probably gonna look the same. You might notice, is a little more depth of field going on. Most of the stuff is behind the scenes. I’m just so thrilled, I don’t feel like I’m stuck in a closet anymore. So, we’ve had my poor video team in here running cables and hanging lights, and doing crazy stuff. All so we can keep on bringing fantastic content to you.

Darryl Praill: And it’s amazing because what you do, if you’re like me, and I’m sure you are, you make the most of what you got, right? So, this room that we’re in, that we like to call a studio, it’s like the storage room that nobody wanted, right? It was full of crap, it’s a freaking odd shape. It was horrible. It was horrible. But it was an opportunity, right? Out of something bad comes a possibility of something good. And then we transformed it into this great studio, and it’s amazing because now today we get recognized globally for our content, our production quality, and everything else. I have more people coming to us and saying, “How do you sound good? “How do you look good?”, yada, yada. And I always say, ” a plastic surgeon”, but that’s a side bar.

Darryl Praill: So, that’s the whole framework of out of something bad came something good. And that applies to sales too, right? You think about yourself. Your sitting there and maybe your doing something that, let’s just go with, less than optimal. Maybe, it’s your cold calling skills. Maybe it’s your emailing open rates, and click throughs and conversion rates. Maybe your subject lines suck. Who knows? We’ve all got these issues here that are really challenging. And the best part of being in sales, just between you and I, this is what I firmly believe, is that it’s actually safe. I can actually turn to my sales colleagues and I can say, “Dude I suck at email, what are you doing?”

Darryl Praill: And they’re not gonna go, “I’m not talking to you homey, “get your own skills, I don’t care about you. “I’m on my own, it’s me verses you.” No, even though we’re both chasing quota, looking for that president’s club, that guy, that woman, will turn around and say, “Here’s what I do Darryl. “Have you tried this?” It’s that tribe, it’s that community. And I absolutely love it. So, out of something bad, came something good. You had a bad skill, you developed a relationship, you learned some stuff you didn’t know, you applied it, life is boom, fantastic. That’s what sales is all about. Constantly, constantly, constantly iterating and knowing what works for you. So, I would ask you this, “Do you know what is bad, for you right now?’ Or let’s go with this, “Less than optimal?” Do you know?

Darryl Praill: If you don’t know, either you’re ignorant to your flaws, and hey, I know I’ve been ignorant to many of my flaws, so no judgment here. Or you’re in denial, hey it’s all part of the process, but eventually you have to accept it. Or, maybe what you need is a third party person saying, “You know, yo Darryl, this is where you’re weak at.” My boss would say I’m really weak at submitting my expenses on time, and he would be true. So, you get the idea. It’s that back and forth of working with the team to develop yourself. So why do I bring this up? I bring it up, all of it, because I was at a workshop recently and the presenter was going at length about how the whole play book, the sequence, the cadence, use whatever you wanna in terminology.

Darryl Praill: People are just sucking, and your audience, you’re killing your audience because there’s so much bad cadences going on. Whether the frequency is wrong, the content is wrong, you’re not personalizing it it’s wrong, and it’s effecting you, it’s effecting your quota, it’s effecting your success. It’s effecting your corporate brand. It’s effecting your personal brand. And really, it’s effecting your productivity. Ultimately what it effects is your success and your career. What kills me about this, is this is such an easy thing to fix.

Welcome Jeb Blount

Darryl Praill: So, I thought, who can I go who knows how to fix really core sales tools and tactics? I and I thought, well let me see. I know this guy, he’s involved in a couple of books, best selling author. Fanatical prospecting, objections the Ultimate Guide for Mastering the Art and Science of Getting Past No. Inked recently L the ultimate guide to powerful closing and sales negotiations tactics that unlock yes and seal the deal. And I said, “Yeah, that’s the guy, “I need to talk to Jeb Blount of Sales Gravy.” Jeb welcome to the show my friend.

Jeb Blount: Darryl, thank you so much man, I’m so glad to be here. We’ve worked so hard to grab some time together. And you’re talking about one of my favorites subjects, which is prospecting sequences and messaging around those sequences, and so many of the mistakes that salespeople are making today that are turning buyers off, and prospects off. And basically, dampening their conversion rates on those calls, so thank you for having me on.

Darryl Praill: Oh, not a problem man. And for the audience, I gotta tell you, chasing Jeb down has been a challenge. And that’s cool, that means he’s kicking ass. He’s having success, he’s busy as hell. He’s got his new book out. I, I’m halfway through it. I haven’t read the whole thing, ordered it right away. My goal is to have it ready in time for the Outbound Conference, so I’m pretty thrilled about that. He’s gonna be on stage at Outbound. If you don’t know Jeb, and the Outbound story, he was one of the original four guys who was there has watched this thing just explode. Jeb I gotta ask you a question about Outbound because I’m really pumped about gonna it this year. What’s, I’m asking every person I know, what’s the one thing, if I’ve never been there before, what’s the one thing that’s gonna, that I’m not gonna expect? That’s gonna knock my socks off about this conference verses anything else?

Jeb Blount: Well, I can’t give you one thing, there’s a couple of things. First of all, the moment that you walk into the room, into the main stage it’s gonna blow you away. Because we talk about it being a rock show, and it is absolutely a rock show for salespeople. And most people are just, their mouths drop open when they see the size of the stage, the quality of the stage, quality of the production. And I think the number two thing that’s gonna surprise you is the accessibility of all of the speakers. So, unlike a lot of conferences where the speakers come on a speak, and then they go to a green room or they immediately go on an airplane and leave. Our speakers are gonna be out in the audience, they’re gonna be accessible to you, you’re gonna be able to walk up to them, have a conversation, get your book signed. get advice, get coaching, whatever, they’re all gonna be there. And those are the two things I think most people just aren’t expecting when they get there.

Darryl Praill: That’s true, because I’ve seen that from multiple videos and multiple comments. Just the other day I saw your colleague Mark Hunter post a video on the conference. And one of the things he showed was, clearly it was a Mark Hunter video, you know God bless him. It was him shaking hands in the middle of the room, just nonstop welcoming people into it. Going out to the hallways and saying, “Kay, we’re going back together again.” And just nonstop being accessible. And what I’ve heard him say is that you guys wanna constrain the size, you could really blow this thing out, ’cause of demand. And you’re intentionally doing it so you can continue to remain accessible and one on one, and have that intimate, personal connection. Is that a fair point?

Jeb Blount: That’s absolutely. When we put the conference together, you don’t recognize us we’re not an event company. We’re just four people that are putting the conference and We do it in the space in between, you know how hard I am to get in touch with, and meet with. Just so you know, I’ve spent 311 days last year on the road, and I’m tracking on that this year. So, it’s very hard to plan a conference like this on the road, but when we built this we did it because of our love of the sales profession and our desire to advance sales as a profession. And so in doing that, we have to stick with our core values and theme which was, we wanna do something that it is an incredible value for the people that are coming. We don’t spend a lot of time, or any time really, selling from the stage so 100% content.

Jeb Blount: And we do things that actually help salespeople. So no hyperbole, none of the BS that you see posted on LinkedIn by the little bros that are trying to get some attention and likes. The entire conference is focused on delivering incredible value so that the people who come there get better and part of that is that people wanna meet us. I mean, we’re authors, we write books, we go to a lot of conferences where we speak, and we are running off the stage getting to the next one. So it’s, you know we just treat the people that come there the best way I can say it, it’s that they’re family and we try to put on an event like none other. And one of those things, you’ll see from me. When people are coming in, we’re out welcoming people and thanking people for coming because we’re truly grateful that they are coming to our conference.

Biggest Mistakes With Cadences

Darryl Praill: Awesome. All right, so with all that training and knowledge and experience and talking to real people, let me just hit you upfront. What’s the biggest issue, or mistake, you run with this direction whatever you wanna go to, you’re seeing today with sales cadences and how reps are doing them?

Jeb Blount: I think the biggest issue, if I could give you one, it is that the sequence or cadence, so however we wanna say that word, begins with an email versus a phone call. So, salespeople are starting off with an email, and mostly emails that suck. And, rather than just picking up the phone. So to give you an example of why this is a bad strategy, I’ll just use a SaaS company that my organization was working with. We were doing some training but a lot of consulting with them. They’re a startup company, they’ve got some VC money, they’re trying to move faster, and they’re using software like vanilla soft to build out their sequences.

I think the biggest issue if I could give you one, is that the sequence or cadence, begins with an email versus a phone call. ~ @SalesGravy #SalesTips #prospecting Click To Tweet

Jeb Blount: And they were they, their marketplaces pretty large, they can sell to just about any business in the United States. So what they had done is they’ve gone out and bought list of people that they wanted to sell to. And they were putting them into this machine this, this sells machine that some moron had taught them to do. That was eight emails, so they sent eight emails and the last email was a kill email. So I don’t understand the purpose of a kill me email with just, you know, cold prospects that you’re trying to qualify that makes absolutely no sense makes sense. If you’re at the end of a deal, and someone’s gone dark on you.

Jeb Blount: A kill email works really good there but didn’t really work well in prospecting, because you’re gonna have to come back to them at some point in the future on another sequence and call them again. But the problem that they had was they were going into a pure cold list, sending eight emails. And frankly, if you’re the prospect by the time you got to email number five, you’re pretty pissed off, because you’re getting this spam that’s coming to your inbox from people You don’t know. So we made a really simple change in the way that they were running their sequence, one of the two changes one, we got rid of the kill email, because that’s just stupid, makes absolutely no sense to send them an email to kill email in a prospecting sequence like that.

Jeb Blount: But at the very beginning, we started with a phone call. So we would set them up and we say, okay, we’re gonna take a list of, of 25 prospects, and we’re gonna dial those 25 prospects. And we’re gonna do it as fast as we possibly can to try to get someone on the telephone. And sure enough, we got 25 prospects, we’re getting people on the telephone. When we get people to telephone and they talk to us, they don’t need to be in the sequence anymore, because we were able to capture them. Then we took the people that we weren’t able to get on the phone, and then we work them into a sequence. That was a sequence that included email and included a telephone call and included social media and included going back to another voicemail to them.

Jeb Blount: And we did the random sequence over a 14 day period until we have taken about half of those prospects out so we have either just qualified them or qualified the man are we we’re running demos on them. And the other half of the prospects went back into the prospect database. And then we ran another 25. So the, my message to them was default to the phone, because the phone is the fastest, easiest way that you’re gonna be able to talk to someone, it’s easy. And if you leave a good voicemail message, you have a small chance, but you have a chance of getting a call back. And if you leave a series of voicemail messages, you have a chance to send, you know, to basically tell your story over time. And what I see now is that so many sales organizations, especially, especially inbound organizations, that are shifting to outbound, they’re defaulting to an email first versus a phone.

Jeb Blount: And so when I sit down with groups of people, that’s where I begin, is let’s dial first, then we’ll start running a sequence, after you know, after the first dial for the people that we don’t get in touch with, and it just works because if that can make 25 calls, I can talk to three people, one of those three people is gonna turn into a demo or discovery call and end up in my pipeline.

What’s in a Successful Sales Cadence

Darryl Praill: Okay, so what about the people that say to you, nobody answers the phone Why am I starting off with a phone call? ’cause nobody answers the phone but they’re gonna do an email, they’re gonna skim it, they’re gonna multitask in the meeting, respond to me. How do you respond to them? And then the second part of the question is gonna be voicemail who does voicemail anymore? Is that even relevant? So these are the objections we hear all the time. Over to you.

Jeb Blount: So Darryl, nobody answers a phone that doesn’t ring, that simple.

Darryl Praill: Love it

Jeb Blount: So you know, people everyday tell me nobody answers the phone and everyday in our fanatical prospecting boot camps every day, my entire I’ve got a, you know, huge training teams that are out in the street, and they’re, you know, working with our clients. People say the phone doesn’t ring so we say okay, that’s fine. 15 minutes 15 dials, set one appointment go. And sure enough, we set appointments, sure enough people answer the telephone. We do this with military because we work with military recruiters.

Jeb Blount: We do this in commercial and we do this across every industry you can possibly imagine because my my my firm is industry agnostic so I can be working with sports one day, industry manufacturing one day software the next day and people answer the phone. They just answer the phone. And one of the reasons they answer the phone is because the phone is attached to them. We all have these little things in our in our pockets, and so we answered the phone.

Jeb Blount: And it turns out there are the stats will tell you that more people are answering the phone today than they were 20 years ago because the phones attached to them and because nobody’s dialing the phone. So a when I tell you is if you tell me nobody answers the phone, I say bs people answer the phone. Oh, but Jeb, most of my calls go to voicemail. Yes, they do, that’s how it works, suck it up. Most of the calls went to voicemail and 1990 and most of the calls are gonna go to voicemail today. That’s a fact. So if you’re calling in to go to voicemail, you need to leave a voicemail. And yes, people listen to voicemails, and yes, people return voicemails because we see this every single day in our boot camps. When we teach people how to leave a voicemail that will get returned.

Jeb Blount: We’re sitting in the in the call block we’re sitting in the training well because we’re running live call blocks. And dammit people’s phones aren’t ringing because people are returning their phone calls ’cause they left a voicemail that someone would actually return. And, and this is important so many voicemails are being translated into text these days, so that people are actually reading what you say. So voicemail has a way of being text or email if you send a good voicemail, so people will call you back from that.

Jeb Blount: And and this is important as well, because people are calling on cell phones, or answering their cell phones and because there’s so much spam that’s coming to cell phones. Here’s what happens, if you leave a voicemail, it tells them that your call was important, because you left a voicemail, and they’re much more likely to call you back. So excuse me. So you increase the probability that someone’s gonna call you back. And like the great one, Wayne Gretzky said, right? You miss every shot you don’t take. So if you don’t leave a voicemail, there’s no probability that you’re gonna get a call back. So this this whole notion that A people don’t answer the phone and B what’s voicemail, it’s all Bs It is complete Bs, it’s a complete excuse for people who are afraid to have conversations with other human beings.

Jeb Blount: And Darryl, just so we’re clear on this, I’m gonna give you my top secret that I teach salespeople everywhere I go. And I don’t it’s you know, it’s it is a top-secret. The more people you talk to human-to-human, the more stuff you’re gonna sell. And the last time I checked, you can’t talk to somebody on an email. You need to have a conversation with them. And by the way, if you can sell your stuff over email, your company doesn’t need you because I can hire a robot to do your job.

The more people you talk to human-to-human, the more stuff you're gonna sell. And the last time I checked, you can't talk to somebody on an email. ~ @SalesGravy #SalesTips #prospecting Click To Tweet

Darryl Praill: All right, then let me ask this question. There are many people out there who are saying, yeah, we’re good. All I need is an email only sequencing there’s many vendors are there to do that. But I’m hearing you say multi-channel, I’m really hearing you go all-in on the phone, so when someone says to you, I just want product A or product B that just does email sequencing, nothing else. What guidance what response do you have for them?

Jeb Blount: Tough out your sales team, hire a marketer and go get a MailChimp account. I mean, if you just wanna send emails to people, you don’t need to, you don’t need to have a sales organization. There’s no purpose in that. I mean, just run an inbound marketing organization and just do that. Because all that is I mean, when you say I just need email, it’s not an email sequence its not a one to one email, It’s not an email to a prospect, It’s bulk emailing, there’s nothing wrong with that. You know, I’ve told you before, I’ve got over a million people on my list. I send emails out every single week. I sell stuff via emails, and I sell stuff that I don’t need salespeople to handle, because people can buy directly off email. But that’s not prospecting, that’s marketing.

Jeb Blount: So if you tell me that you need eight email only sequence, my question is why? Like, what’s the purpose in that? Because if it’s if it’s an only email search sequence, and in return rate on emails is 234%, what’s the point? Why wouldn’t you use all of the above? Why wouldn’t you use every channel that you have? I mean the entire purpose of software like vanilla soft, an org software, this basically helps you with sales engagement, another we’re trying to engage prospects Is it the sequence allows you to use all of the prospecting channels that you have available to you. I mean, you can’t use smoke signals but you know, you can use those figure it out.

Jeb Blount: But but it allows you to use everything. If you’re only gonna use a thin slice of the software, what’s the point? So you have LinkedIn navigator and plain old free LinkedIn, you have text messaging, which works pretty well with prospects that know you. So for example, if you’re calling into a list of people that you’ve sold to before not buying from you right now, but they have a relationship with the organization, then text message message messaging can work really well. Email works just fine, email is a great medium. So is the telephone and by the way, if you are a field sales organization, and there are tons of field sales organizations, so does going in person.

Jeb Blount: So for example, if you ran a 54321 sequence, you would make five phones calls and that would be five voicemails if you didn’t engage the prospect, because as soon as you engage the prospect, they come out of the sequence. So if I made five voicemails, then I did four emails, then I did three social media touched, and I did two in person calls, and I sent one snail mail are one gift over that period of time let’s say I did that over 14 to 21 days, and I did that with a highly targeted list, I’m gonna increase the probability and that’s what we’re really focused on right with sales engagement.

Jeb Blount: I’m gonna increase the probability that I’m gonna engage one of those targeted prospects through one of those channels that they like best, of course, there are people who prefer email Of course, there are people who prefer having a conversation. There are some people that are gonna be more likely to engage with you in person or on online depending on what you do. So you wanna use all the channels that you have available to you to give yourself the largest and highest probability of getting in touch with the right prospect at the right time with the right message.

Darryl Praill: All right, so if you feel like you’ve been just like drinking from the fountain here, With all this information, guess what? We’re gonna give you a chance to catch your breath. We’re gonna go to a brief commercial, but when we come back, I’m gonna hit Jeb up and say what’s the one thing you can do on your email cadence to have better success? Stay tuned, we’ll be right back.

Improving Email Cadences

Darryl Praill: Okay, Jeb, we see so many people messing up the emails, like my personal biggest beef is when they’re just sending out canned emails, no personalization, no context, It’s just a spam machine. That’s the fastest path if you’re trying to sell me to get yourself blocked junk spam unfold on LinkedIn, etc. So that’s me. But you’re the expert, you tell me when it comes to cadences and doing the outreach and using the email channel, what’s the one thing reps can do better or different to have more success?

Jeb Blount: So I think you’re exactly right, Darrell. So one of the big problems that we face is that you just get spam, spam, spam, spam, spam, and I’m pretty forgiving, because I love salespeople, but there’s a point where you can push me too far. And you can hit me with too many emails and not get a clue. And I’m gonna, I’m gonna spam you. And my clue is, I’m not doing business with you via email, you need to talk to me at some point. That doesn’t mean that you can’t get my attention through email. You can, if the email is structured the right way.

Jeb Blount: So number one is you got to recognize that there are basically three types of emails you’re gonna send, we talked about one, one is a bulk email, that is a email that goes from one person to many people. And that’s typically marketing, so when you send out your newsletter or you send out an offer, or you send out anything that’s really focused on bringing people inbound, that’s a marketing email, it’s book one to many, and that those bulk emails can get spammed out they get unsubscribed because the message didn’t hit today or you hit a person on the wrong day. They’re gonna get off your list. And that’s your you’re sitting those types of emails because your list building and you’re sending out through marketing.

Jeb Blount: Another type of email that you’re gonna send is you’re gonna send a a cert sort of a customized but it’s semi customized email. So if you are a sales rep and you have a big prospect base, and you’re sending your you know, high activity, so you’ve got to make 50 to 100 touches a day, via phone via email, whatever. In those cases, you’re probably not gonna have time to research every single prospect so that you know everything about them.

Jeb Blount: So what you have to do is guess and infer what issues they may be facing. With those types of emails, it’s best to focus on, are you going out to a role that is similar to other roles? So I’m, I’m sending out the CEOs, or I’m sending out to directors of sales, or I’m sending out to CIOs. And also you’ve got to sort of Intuit or think about what exactly are they facing? What are the issues that they’re facing, so that you can build out an email that may be particular to a marketplace or a vertical that’s gonna connect with most people. Those require some A B testing because you’re not always gonna know what’s gonna work.

Jeb Blount: So you’ll, you’ll maybe work with some small groups to see what gets you the best response. But those emails, they’re not gonna be always perfect for every single human being. The third group of emails are when you’re working on a highly targeted list with conquest accounts or dream accounts you’re a salesperson and you work in large accounts sales, so you’re gonna have a limited database, you’re gonna probably be working across a wide array of stakeholders inside a single account, and you’re gonna be working up the ladder.

Jeb Blount: So you may be working from middle all the way to the top or working from the top down, you’re gonna have only a couple of chances to get in and grab someone’s attention. And those emails need to be customized and personalized to the individuals that you’re sending those emails to. Now, if you’ve ever sent an email like that, you know that personalizing an email and making it right takes a lot of time. So you’re typically gonna be doing that with a highly targeted list of large accounts where the stakes are pretty high and the risk of making mistake can take you out of the game permanently. Now with the last two types of emails, Darryl, whether it’s a semi custom email or a permanently custom email, if you want to get a better response, there’s a couple of things that you have to do.

Jeb Blount: Number one is you have to think about familiarity. And this is by the way, is where phone and voicemail and social media really come into play. So, if you send an email and people recognize your name, or recognize your company name, in that case, you’ve got a better chance of getting the email opened. That’s why running a cadence where you’re leaving voicemail actually matters or when you’re clicking on someone’s profile, so they can see you on LinkedIn, those things matter. Familiarity makes a difference. That’s gonna get it open, that’s part of it. The next part is the subject line in the first sentence.

Jeb Blount: So when you look at a screen, especially a small screen, like a phone here, on a phone, when you open up the phone, you’re gonna see the subject line, you’re gonna see the first sentence, and those two things matter the most. Those are your hooks. So, the first thing is a subject line, that needs to be something that’s gonna grab their attention. And you want that to be about them, not you. So if you said for example, sales gravy is the greatest, like that they’re just gonna move off there, It’s not gonna be about them.

Jeb Blount: And that first sentence hook has to be about them and their situation. So let me give you an example. Let’s say that I’m sending an email to CFOs who work in banking. So I might have an email with a subject line says Ernst and Young says the CFO, banking CFO has the hardest job in finance. Like if that was something that was there, immediately, if I’m the CFO, that’s something that connects with me, boom, I’m gonna grab that. The next sentence might say something like, most CFOs in banking today are frustrated because of boom. The first sentence is about me. The first sentence is about what I’m going through the issues that I’m facing.

Jeb Blount: So if you get those two things, right, you’re usually gonna pull people in. People who get my attention will say, love your book. So if you wanna get my attention, you write me an email says love your book. And the first sentence is sincerely about the book, I’m gonna keep reading. If the first one it says, we’re the biggest company that does this. Am Done. And oh, by the way, this is a really important thing. If it says hijab or Hello, Jeb, I’m just deleting you because I know that you’re just spamming me.

Jeb Blount: So, one of the things that I recommend that salespeople do is that they put the name of the person, Darrell, comma, the same way that you would email a colleague, because we’re professionals, we’re in sales. We’re not, you know, we’re not, you know, saying hi, and hello to people, and by the way, no one else in business addresses you that way, except for salespeople so, I would eliminate that. The next thing that you have to do is you have to have the very next paragraph.

Jeb Blount: So after you had that first sentence, the very next paragraph has to relate to them and their situation. So when you’re doing a semi custom email, and you’re doing it, say, in a particular industry, you have to think about what the role you’re going after the role you’re writing to, what type of frustrations, issues, opportunities, they see. What emotions are they feeling? What’s happening in their world? So stepping into their shoes, and the very next paragraph you have a first sentence next paragraph It’s all about them, not about you about them.

Jeb Blount: Following that, you wanna have a bridge and all a bridge does is just link. So it’s a value bridge from relating to their situation, to what you can do to help relieve that pain, help them accomplish a, you know, a goal, help them solve a business problem, help them achieve a business outcome that’s measurable for them. What are you doing to help them and how can you help them in their language, not your language? And then there’s an ask. So the ask can be let’s get together, let’s meet here’s, here’s something I want you to download and I’m just gonna run a sequence where you’re downloading something, then I’ll come back in after you download so I see that engagement there.

Jeb Blount: That’s one of the tactics you can use. But there’s a there’s a call to action and what I recommend to salespeople if you’re gonna use a calendar link, so here’s my calendar, pick something. I recommend that you say, I have time on my calendar on two o’clock on Thursday from three to five or what have you, or If it’s more convenient for you, here’s my calendar, click on that. So that you give people the option, and it doesn’t come off as you making them do your job, if that makes sense.

Jeb Blount: So if we just go back and review that you have the hook, which is the subject line, and the first sentence. If you have, if they’re familiar with you, you’re more likely to get an opened email. As long as you’re knew, you haven’t been completely annoying. Then you have a relate statement or paragraph that relates to them, then you have a value bridge. How do you solve a problem for them, then you have an ask, and you really wanna keep this short, so on an email, 250 words or less, and I would say if you can go less than that 150 words or less.

Jeb Blount: And then if you’re sending an in mail, follow the exact same process, except that you won’t have a subject line and probably needs to be even shorter. Try to drop it into 100 to 150 words, so it’s easy for people to consume. If you do those things, I promise you guarantee you that you’ll double your conversion rate off of emails because suddenly your emails will be about them and not just annoying spam that’s all about you all about your product. And just doesn’t even demonstrate that you care enough to do any type of research to customize the email to them.

Darryl Praill: My goodness Jeb Blount I don’t even know if he breathed in that host segment bringing it to talk about cadences and what you can do to improve your success rate. Love some of his points he’s making. I love all of his points he’s making the whole point about, you know, nobody answers a phone that doesn’t ring gold, fantastic. Personalizing those emails, where he breaks down the three different kinds of emails and knowing what you’re doing and where to invest your time spot on. His second batch a bunch of emails there, where he’s saying just pick a roll persona.

Darryl Praill: That just means your list needs to be highly segmented. I’m only gonna do email cadences to the CRM in this industry in this size company, and then I’ll move on to the next one afterwards. So you can really nail that messaging of love that invest your time in the hole in the wish List. The monster list you wanna get those named accounts, those anchor accounts, those beachheads to really bring it home. That’s that my friends is how you work a cadence. It is not a rinse and repeat laundromat. It’s a use the tool to get what you want done, and do it well.

Darryl Praill: That is Jeb blunt you can check him out at salesgravy.com. He is the best selling author of books like fanatical prospecting, Sales EQ, Objections, and his latest and greatest inked. Check him out Jeb, thank you for your time today sir, I am so glad you stopped by to say hey, I’m gonna for other good looking forward to seeing you, at outboundconference.com With that, folks, we’re done we’re out of here. It’s another week until we’ll talk again. In the meantime, I wish you much success with your sales efforts. Darryl pro here vanilla soft. I’ll talk to you soon. Take care, bye bye.