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Episode Info: “Every salesperson can benefit from making their outreach efforts more focused and efficient. Whether that entails building client lists or focusing on automation, today’s episode will give you the information you need to improve your sales outreach.” Episode Overview In this episode, Bruce Scheer talks to Ryan O’Donnell about the value of building a focused client outreach system. Ryan is the co-founder of Replyify and SellHack, two services designed to help sellers automate their outreach process. Since 2006, Ryan has worked in software solutions for salespeople with a focus on optimizing sales processes and improving efficiency. Optimizing Your Outreach Approach for Better Sales Nearly all of us have wondered what we can do to make our outreach process more successful. After all, outreach is fundamental to a salesperson’s professional life, yet turning outreach into sales can sometimes feel like a confusing puzzle. Many salespeople run into inefficiencies in their sales outreach methods at the “top of the funnel of sales.” Essentially, salespeople sometimes begin the outreach process with an overly broad view of the clients they intend to target. As a result of this broad perspective, salespeople hinder their ability to reproduce sales success by putting themselves in the position of needing many different strategies for too many client types. What can you do to make your outreach process more effective? For Ryan O’Donnell, the critical flaw of the broad “funnel” can be corrected by focusing your outreach on clients who are similar to the clients you already have. What are some of the critical ingredients of outreach? Successful client outreach requires the following three components: The Right Focus The chance of a future sale from your outreach efforts will depend on how well you know your customer base. Ryan O’Donnell argues that salespeople must identify the metadata behind their existing clients to effectively focus their outreach efforts on similar clients. The Right Messaging Learning to customize your sales messages to match the different roles in a company or target the right people is an essential skill. Messaging relies on understanding your existing or potential client’s psychological motivators, which can vary from person to person. The Right Systems Many salespeople spend too much time on functions that could be automated. Without an efficient system, you will spend time on things like reply emails when you should spend more time preparing for meetings, developing relationships with your existing clients, and so on. Let’s take a look at each of these components in more depth! What can you do to establish the right focus for your outreach efforts? Ryan O’Donnell says there are two significant steps for focusing your outreach. Build an Existing Clients List First, you should create a spreadsheet containing information about 10 to 20 of your existing clients. To acquire that information, you can use websi...
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