Wes Schaeffer | Sales From The Street: "The Fundamentals of Sales Outreach"

Many sellers have a tough time with outbound sales, so we’re spending the month of June focused on the topic, and today we’re specifically addressing the fundamentals of sales outreach.   Wes Schaeffer entered sales in 1997, covering stocks, bonds, retail, real estate, and high tech. He decided that, since sales was crazy and uncertain, he’d bet on himself. He laid the foundation for The Sales Whisperer, where he helps people with sales training.    Outbound struggles   Too many sellers mistakenly believe that outbound is dead. That cold calling and email are dead. The truth is you simply have to do a little bit of homework.   You have to choose who to lose. You can’t help everybody. #IdealCustomers   Some people would say that because everybody drinks water, if you sell water, everyone is your prospect. But some people are content drinking water out of a hose. Not everyone will spend money on your stuff.    Client selection is important. You have to figure out who’s going to buy your stuff and who isn’t.    The number of people who are ready, willing, and able to buy what you sell right now is in the single digits. If, for example, you just bought four brand new tires for your car, it doesn’t matter that you’re having a 50-percent-off sale.    Follow a script   Now that you know who you’re going after, what will you say? Will you fall into the trap of not following a script because it feels unnatural?   The Rock has made over $60 million a year by regurgitating scripts. He makes it his own and he makes it believable. The truth for all of us is that we’re living on a script.    I once talked in a presentation about seeing the band Chicago and about the fact that they play the same 20 songs in the same order at every single show. What would happen if they decided to just wing it every now and then?   That’s not what professionals do. Professionals practice things until they can’t get them wrong. You could wake them out of a stupor, hand them a guitar or keyboard, and they could play any song perfectly.    Practicing skills   Look at Tom Brady or Lebron James or Tiger Woods. I guarantee you they are still practicing. Are you willing to practice the little bitty things? How do you open? What do you say? How do you title your emails? How do you build interest?   If you sound like everybody else, I’m going to treat you like everybody else. The only way I can differentiate between you and everyone else that sounds like you is on price.    Think of the phone calls you get from an autodialer. They’re nice because they streamline things, but when people hear the long pause while it’s connecting to the first available person, they are completely uninterested. Then they mispronounce your name and you’re done.    Diagnose the problem   Wes recommends at least five emails in any outbound process. He also pointed out the distinction between frequently-asked questions and should-ask questions. FAQs can be written out and sent in an email. The should-ask questions allow you to differentiate yourself. These are the things the prospect doesn’t know.     Understand your product and the situation of your prospects well enough to know what issues might arise. Our goal in prospecting is to ask a question that our prospect can’t answer.    Doctors do the same, and it’s why we trust them. When they take the time to diagnose the problem, we trust their prescription.    Ask questions   How are you generating leads? What trends are you seeing? Is it becoming more expensive to run...