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My name is Boysie Gordon, and welcome to Boysie Talks Business.
Welcome to episode 30!
In the last episode, I discussed the most optimal mindset for entrepreneurial success. A mindset where both losses and wins reward you means you can never lose!
Today, I want to discuss cold outreach and share my method for making it a more comfortable experience. Sales should be accessible to everyone, and sometimes, having to do outreach can put it out of reach for some people!
Let’s Dive In!
Think of SaaS!
In most areas of the professional world, SaaS means “Software as a Service”
Microsoft Office
Adobe Photoshop
McAfee Antivirus
But for the sake of making this fun, for us, it will mean “Sales as a Service”
I have trained and been responsible for the results of many sales people!
Well over 80% of them hated the thought of sales…
Just like most people, they saw it as manipulation, cheating, stealing…
Salesmen are the scum of the Earth!
So, how did I get them selling like the best salespeople to ever exist?
I told them about SaaS!
Most of them saw sales as an unfair transaction—one side loses…
But that doesn’t make sense!
No one in their right mind is going to purposely buy something that isn’t worth it.
So sales isn’t what makes it unfair…
It’s the deceit behind the sale that makes it unfair.
So here’s Sales as a Service:
What you are offering MUST be worth the final amount!
The goal when selling MUST be to inform, NOT to convince!
When you are selling, you MUST be honest about everything!
That way, when you get to the selling part…
You don’t have to sell, and you can just offer a high-quality service!
The Cold Outreach Technique
Now that we have our mindsets in the right place,
We can start to work on our outreach process.
Now, outreach isn’t necessarily the most efficient method of client acquisition…
BUT
If you have the ability, it requires almost no leg work to start up
AND
You will be able to sell your offer in ANY climate!
Poor economy
Competitive market
Brand-new company
I’ll break down the 3-part system I use for my cold outreach.
Introduction
The intro is the MOST important part of any outreach mechanism.
If you fail your introduction, then you will leave a horrible first impression.
The good news is that an introduction is fairly easy and only requires one rule!
The one and only rule: DON’T SELL!
An introduction is not for you to blast a spiel about your product!
In fact, the longer you hold on making your sale, the better!
The point here is to start a conversation and begin a relationship.
A “Hi, how are you doing?” goes a long way!
Pain Points
Identification of pains is the equivalent of an open-book test.
It’s virtually impossible to fail once you do it!
Pain points are going to be any areas where a prospect will have issues.
A barber may hate the cost of oils
A business consultant may suck at social media
A lab scientist may be overworked and stressed out
The goal here is simply to focus the conversation on discussing pain, aka problems you can solve.
The biggest thing to note here is the power of curiosity and empathy!
Follow the rule: DON’T SELL!
When someone tells you their problem, refrain from offering your solution…
Instead, opt to learn more about their problem and the emotions they feel!
Do this until you feel like you’ve identified their largest problems.
Offer Solution
This is the ONLY part where selling is okay,
BUT
It is not a conventional sale!
The only thing you have to do here is recap the pain points you can help with.
Then, let them know about your solution to their pain.
This isn’t where you say whatever you can to convince them…
This is where you say, “ I have something that can x,y,z.” Would this interest you?
Then wait for an answer… if it’s no, then ask about their concern.
If it’s yes, then you have yourself a client!
Final Note
I have a couple of things to note here that I didn’t mention earlier:
You NEED to prioritize the needs of your prospect
You NEED to have an AWESOME offer for this to work
You NEED to know your ICP and the best way to speak to them
You NEED to be patient and give the process a fair chance before quitting
And last but certainly not least…
You can split this process up into multiple days.
The key to cold conversions is to turn them into warm prospects.
I gave you a cold-to-close process, but it doesn’t always happen in one go!
If you would like to learn these techniques directly from me, I plan to have some coaching slots available in May. Stay tuned for more info!
Thanks for stopping by!
EP. 30 How to Approach Cold Outreach if You Hate Sales