The B2B Revenue Executive Experience
The B2B Revenue Executive Experience

Episode · 4 years ago

Lior Ohayon on Cold Emailing: Focus on the Numbers to Hit Your Goals


In the world of Sales, it’s either ‘Feast’ or ‘Famine’. And even while you’re feasting, you still need to act like you’re going to be hit with famine at a moment.

Lior Ohayon, the Founder and CEO of ScopeLeads, explained that successful sales in this way, involves getting your cold emailing strategy right from the get-go. You need to determine the numbers you need to hit and consistently meet them. So the question is, how is that actually accomplished?

During this episode of the B2B Revenue Executive Experience, Lior explained his 3 tips that you need to include to make your cold emails successful:

  1. Don’t include your website in the 1st email
  2. Specifically call them to action!
  3. Don’t be a salesman

But above all else, you must consistently hit your numbers through hard-work.

You were listening to the BDB revenue executive experience, a podcast dedicated to helping the executives train their sales and marketing teams to optimize growth. Whether you're looking for techniques and strategies or tools and resources, you've come to the right place. Let's accelerate your growth in three, two, one. Welcome everyone to the B Tob Revenue Executive Experience. I'm your host, Chad Sanderson. Today we're talking with Lee or oh a hand and his the founder and CEO of scope, leads thee or. Thank you very much for taking time to be on the show today. Thank you for having me. I love to be here, so I've got to tell everybody out there there's an interesting story is to how we were and I got connected. His outreach to me was particularly creative and we'll jump into that a little bit further in the show, but before we do that we always like to start with that one question that provides some valuable insight into our audience. About you and when you look back over your career, was there a defining moment or an event that happened the provided insights that you continue to leverage today, and, if so, what was it. Well, it's a load of question. My career has been pretty short, to be honest. It's only been four years now or five years now, and something I continue to leverage would probably be the importance of sales. I mean it sounds like a generic answer, but I was actually a marketer in the beginning and I wasn't really doing much sales. So I was doing digital marketing for local businesses and things like that. And there's this concept in the industry called Feast or famine. I'm sure you're aware of. Oh Yeah, you know, you're here either feasting. You have clients and then and then a couple leave and then you're busy working on them and then you just go into famine about, oh my gosh, anymore clients. And it's only really until I understood that you need to be consistent, even when you're feasting on clients. Your everything's one great you need to be consistent with your sales, that it starts to click, like Oh, okay, now and... know my numbers. Now I need to know. You know how many calls to make or emails to send, things like that. So it was really focusing on the consistency there that I think completely shifted the way I think about MEDB sales. Well, I mean it's an interesting point, right. So for those anybody who does their own thing or runs their own companies like we do, or you get a client and you get really focused on making sure that they're successful and it eats up all of your day and you just sort of forget. You like Hey, I've got this good client, things are going great, and then all of a sudden that engagement ends and you're like, well, crap my pipeline, just try it up, I've gotten nothing. So we see a lot of people struggle with that and I'll be honest, it can be a challenge even for me, and man, that's the world I live in. So it's great to hear that. So I thank you for sharing that. Now let's talk about so for the audience, I get this email. It comes through on our website one day and it just says hey, interesting story. Now, we all know I'm a sucker for a good story and we are shared with me this concept behind how they started the company and I wanted him to sure with you guys. So let's start there. Okay. Well, by the company, mean the software company. Yeah, when you reached out you were talking about. You know, I have got this wild start up and go to market story and so I you know, I was dying to no more. It's a great hook, I mean for anybody. I mean just hit the curiosity circuit in the brain right like okay, well, now we need to know what that story is. So, yeah, let's start there. Yeah, well, we are beauty cold emails right. So, even when it comes to getting on podcasts, we have to flex our creative muscles. But I started the software company called scope leads and it's based on what I used to do before that, which was run a digital marketing agency of my own. And one thing I started to notice, you know, like a lot of my buddies were getting at the software and things like that, and I realize, okay, the industry I know is, you know, on the phone selling the digital marketing. What is lacking in that industry that can be turned into a software? And the answer was modermated prospecting. So there's a lot of prospecting tools out...

...there, as a lot of Lee Gen tools out there, and there's a lot of like email follow up tools out there, but none of them are combined into one and none of them focus on digital marketing aspects. So I had built this whole tool outs ord like all my money into a developer in the February of two thousand and sixteen, and a lot of the listeners probably aren't familiar with the whole like Internet marketing industry, or I am for short. It's a bit different than the digital marketing but consists of people doing launches and affiliates coming on board and a whole lot of, you know, hype, and a couple people I connect with her like listen, you need to do one of these Internet marketing launches if you're going to launch this software successfully. And I was like, okay, I guess, I don't know. And things happen very, very rapidly. I got connected with one of the top affiliate managers, so he goes out and finds a bunch of people to promote on that. By Launch Day, that launch week, I found a product manager who, like managed everything from the website, the funnels, the designs, everything, the copywriting. So I had these two guys working with me and it was just this to three month period of like absolute grinding and hype start to build up. You know, I didn't know anything with these launchers. I just did things the way I thought would would do well, and a couple things happened. I mean we had another really big marketer that said, okay, we're launching on the same day as use. Were like, all, crap, we can't do this all they feel it, so are going to promote that guy. So we actually ended up extending it by two months, which was amazing in the end of the day for us, because we started to do private webinars with other marketers, their ailiate marketers, and that brought in like an extraly like two hundredzero in revenue just by doing those private deals to their audience without like a huge launch. So that was really, really important and likely getting up to the main launch. And then the main launch also did another I think two hundred Fiftyzero in about four days.

So that was like a huge splash. Never seen that much money before. And I have this fivezero users. I'm like, oh now I have a massive start up. That's like way past the growth stage. Now it's real exactly. It's real and you have customers and those customers are going to want support, they're going to one updates, they're going to want information you're at the very beginning of what could be an amazing journey. So the other thing we started to talk about was cold emailing, and so I'm a big advocate of prospecting using a multichannel approach and emails are one of them. You provided some stats as we were kind of going back and forth I thought were pretty compelling. So I was wonder if you could kind of run through some of those stats. Are the results you've seen and what your approach is too? Cold emailing. I'm trying to think back to the stats is sent you. But well, I used to do sort of what's like a warm email, and it that's because the way I originally found my prospects was on platforms that they would actually post that they needed help on, and this is something that a lot of people didn't do. So this would be like freelance websites and things like that, and so I would send them an email on there and it would just be like way, way easier to convert because they are to showed interest. And then, Oh, when I started to build the software, I realize, okay, we can't use those platforms, you need to use email, and that's when I really started to get into old plug ins, all the tools. We can see when people open your emails, follow ups and and things like that. So I do this thing called cold emon math, and we're in a podcast right now so I can't really share my scream. But I have this built out excel spreadsheet that takes you through exactly what you need to know to have predictable sales. So you'll plug in your numbers, like what's your goal this month? Or you want five thousand dollars and new clients. Okay. So this is how many you have to speak to, because your close rate is one and four. Okay, and then that works out to about thirteen consultations every month or one consult every other... Okay. And then how do you get one console every other day? How do you commnce one person to speak to you every other day? It's not that hard. And the answer is if you're like me and you send around fifty emails, you're going to get one person that's like sure, let's get on the phone. You know, after all the follow ups kick in. So fifty, that means I need to send six hundred and sixty six emails over the months to get those thirteen consults. Now that sounds like a lot, but really, if you break it down per day, that's only twenty two emails per day. Okay. So this whole spreadsheet is set up and then I can just like drag them all down. It shows like over six months how much revenue I'm going to be making, and so, I mean we can probably share this in the show notes to people that want, but I'd be great. Yeah, so that's how I work with my numbers. And the beauty about using excel or something like that is you can actually start to change your numbers. So if I share it with someone who knows he closes one than three, it'll calculate throughout the rest of the sheet and I'll say, oh, he needs to send, you know, maybe seventeen emails and now not twenty two, and then he maybe he charges more than one fifteen hundred dollars per client per months. So then he has to close less clients and speak to less people. To play around, you tweak your numbers, and that's what I'll saying at the beginning of the show. It's once you know your numbers and once you're consistent you focus on sales, everything just becomes clear. You have a clear focus, you know what you need to do. I mean that's one of the beauties the sales right. I mean that was one of the things that attracted me to it. I started my career in marketing as well and forty eight hours after I got my MBA and marketing I walked into the VP of sales office and said, Hey, I've been working with your team for six years and I think I can do a better job. And the thing that was attractive was that it is you can really do the math if you know your numbers. Do you remember the movie twelve monkeys with Brad Pitt? Ever, now it's it. You haven't seen that on you'd so there's a scene in there where Brad Pitts tod he's mentally ill and he's talk about you need to know Your Med's. You...

...need to know your meds. You gotta stay on top of men's. Is really funny scene. I'll put a link to it and in the show notes, but it's stuck with me because it's one of the things in sales. You always need to know how much effort you need to put in in order to generate the results that you want, and many people don't take the time to work backwards. We work with clients to do very similar things that you were talking about. It a little bit larger scale, but once those raps or there's managers start to see, wow, my team needs to do x number of calls, x number of emails, x number outreaches to get this number of meetings which then convert and then they can test the content or the messaging that you're using it each point. It's a very powerful tool in terms of keeping people focused. I really like that. Yeah, and I was just thinking as we're talking that could be something that we actually build into like Dash, where the software based on, you know, the stats that it pulls. It's like, Oh, these are your numbers. Keep sending this many emails right. Yeah, it's I mean that awareness. It's really hard and be to be sales sometimes to stay focused on the grind portion of it. It's first and foremost. It's the first thing that most people don't want to do. All right, so nobody wants to grind it out. You want, you know, sales reps have happy years. So you think you hear a deal, you want to chase that. But I think to your point, consistency is key. You know, and especially if you're in a services business and you want to keep the ups and downs, the fluctuations to a minimum, I think it's critical. I'm a big fan of predictable revenue, though, like that style of sales reps. not even doing all this grinding, though, is sales development rep. is so true. They're during the cold emails, cold calls, and they're the ones who are the real heroes in the story. Yeah, and often overlooked, often I looked. So, when it comes to being successful with email, give for our audience. What are the top three takeaways? You want them to walk away from this podcast with top three takeaways? The first is don't include your website in your first email, and the reason for that is people will click in, they'll check you out in the back Nah, it's not for me. Let make decision for themselves. If you include your website, they're just gonna go ahead and check it out. So try to get them on the phone curious,...

...without them knowing too much. Another good takeaway is don't beg or be salesy. Okay, I see this. I mean I have access to all of our, you know, users and see their templates and stuff and it's just like essays of like explaining why they should work with them, and don't do that that it sounds like you can make it work. If you've ever really good writer and you, you know, captured a person's attention, it's going to backfire. Just keep it really short and sweet. And the third that leads you to the third takeaway, which is called to actions. So a lot of people won't even end with a call to action and they all just feeling like hope you're interested, or let me know, you know, and even like let me know, is it call to action? But if you got any more specific, and I think if you remember that the email that we sent you, it was like let me know, like when you're able to speak this week or they got to be a little bit more specific. Those are the top three, I'd say, besides for of course, like testing and things. Excellent, excellent. All right. So let's change direction a little bit. We ask all of our guests to stay indard questions towards the end of each interview. First is simply as a CEO that makes you a prospect for other sales professionals. I'm sure you're getting emails or calls all the time right, somebody wants to sell you something, find out about you know, scope, lead something like that. So when somebody you don't know, that you don't have a relationship with, is attempting to get your attention and gain credibility, what's the most effective way to do that? Okay, this is something that I see debated in the Internet and marketing industry specifically, because the only way to really get someone to promote your product, your future launch as an affiliate, is to ask them right and a lot of this happens on facebook. This is where most of us hang out, and there's a big debate on whether or not you should just dm the person and be like, Hey, I'm doing launched. I think a big, great... and the getting straight to the point, versus whether or not you should like provide value first, make a relationship, try to something, they need anything, and there really is a split here. I'm curious to hear your take two, but I think I'm on the camp where it's like, just be straight up, just get to the point. What do you want? I seem to be a little bit more inclined to answer someone if they sing a little bit of praise beforehand, flat or you'll get you everywhere. It like works. You know the guy like all you know, you your blog is awesome, you help me this, and then I'm like okay, okay, or he'll say he's a customer. It'll in a way where it's like not needy, which comes back to like don't beg or be salesy, because the moment the persons like, I need you to do this or it's going to be a huge opportunity for you. You can tell that they want it more than like making it seem that it it's better for me to promote it. You know what I mean. So right, make it. If you make it seem like there's more in it for me or only focus what's in it for me, you know my audience is going to love it, or you know there's a lot of money to be made, or whatever, whatever it is, then more likely to be to listen than just hearing how awesome your product is. Talk about the person that you're targeting, not yourself first. Right, and that's requires a little bit of homework and we hear that a lot. Right, a lot of the executives that we've talked to over the last year, over the last seventy some odd episodes, talk about you know, if you know who I am, if you've done enough homework, you understand the problems I face, and you send something short, sweet, to the point, you're much more likely to get a response or leave a voicemail like that. Then if you just, you know, start talking about, hey, this is the coolest thing since slice bread, you really need to take a look. All right, make it about them. So all right, perfect. So last question. We call it our acceleration insight. There's one thing you could tell sales, marketing or professional services people, one piece of advice that, if they listened, you believe would help them be more effective and achieve their goals. What would it be? Focus? Focus,...

...focus, focus, don't waiver. I mean in sales is not not much going around like there's no like Shiny Object Syndrome, but there are a lot of courses or new methods and things like that. I think it just comes out to focus. If you hit your numbers every day, if you do the same thing over and over again, eventually just becomes a matter of charging more for your product, getting better at closing and they're just getting more furrals. So if you focus on like just doing the work. They'll be successful. See the results. I'll see the results, all right. Perfect. There are listeners interested and talking more about scope leads finding out more about what we're doing. Our talk about the topics we touched on today. Best Way to get in contact with you? Yeah, my blog, scope rushcom, and that's where I blog about sales stuff like this, and you can contact me there as well. Excellent. Well, I can't thank you enough for taking the time's been great having you on the show. Thank you. I love it. All right, everybody that does it for this episode, check us out a be tob REV exaccom. Share the episode of Friends, families, Co workers. If you like what you here, please leave us a review on itunes. And until next time, we have value private solutions. Wish you nothing but the greatest success. Even if you've been in sales for decades, new technology, new buyers and new dynamics create challenges your team may not be ready for. Value Prime solutions enables you to focus on sales, on the prospects and customers, not the noise, and the sales framework you implement with them is simple, scalable and proven. CHECK OUT VALUE PRIME SOLUTIONSCOM and ask how they can help you beat your target. You've been listening to the BB revenue executive experience. To ensure that you never miss an episode, subscribe to the show and Itunes for your favorite podcast player. Thank you so much for listening. Until next time.

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