On average I get 10-15 vendors calling me each day to sell me stuff (marketing is a services, content, and systems heavy business these days). I pay a lot of attention to the details of how people sell and try to incorporate effective tactics into our own SDR function.
Here’s my rundown on the most common tactics I find myself on the receiving end of:
1) Blunt Force Trauma: “Jeff, I was wondering if you had an opportunity to read my last email”. Surprisingly effective, I get 2-3 of these from someone and I feel guilty enough to actually respond. Probability of closing something is still low but it is a lot higher than giving up, right?
2) Puke it Out: The intro email is nothing more than a recitation of all the stuff they offer, nothing about why I should care about it. I never respond to these because they are not much more than professional spam.
3) Me Too: This conversation features a bunch of “$10 dollar words” that are just like what I hear from every other vendor. It is evident they are reading from a script, if they are leaving a voicemail, and there is nothing personalized about the interaction, and worse, they have not even taken the time to go the website to learn our basics. Promised benefits are hollow in the absence of proof points that validate the claims and connection to my needs.
4) Social Selling: This is something I always respond to positively – always. If I get a linkedin connection request that reflects an intention to connect at a human level, not just because they want something from me then it’s clear that they care enough about winning our business to make the personal connection. Jill Rowley was a pioneer in this approach to selling and was instrumental in growing Eloqua through the acquisition by Oracle… before leaving in the face of traditional and outdated enterprise software selling tactics that are part of their DNA.
It would be easy to say “yeah just embrace social selling” but that oversimplifies the issue. The tactics are only part of the equation, the ability to connect with me at the problem and solution intersection, as well as form that basic human connection is much more than just a sales tactic.