Ehrlicher Rat für Outbound-Vertrieb

0:00You shared a story um on one of your on your video about a business owner wired someone for $60,000 a year just so this person respond to all leads in less than 60 seconds >> as a roofing company >> and they close 55% of those leads. >> Yeah. >> In a world where everyone had access to the same tech now everyone access to AI everyone access to the same signal the same enrichment tools. >> I'm gonna make you feel great. Keep going. That's not about me, but I'm curious about what do you think

0:28>> is speed to lead the true and fair advantage in outbound and other than that volume and doing more because we know that's the the biggest thing we can do. >> What other activities are you seeing that become true and fair advantage uh when somebody want to have an album program? >> So I'm going to break this into two parts. The first part you said is you know now everyone has access to the same tools. people have always had access to the same tools.

0:53That that hasn't changed. You're saying the tools have gotten better. Yes. >> The tools that got better and the level of um it's a cat and mouse game. It's a predator prey scenario. Like faster rabbits mean faster cheetahs and faster, you know, then they get and then they get bigger claws and they get thicker skin. Like there's always a predator prey dynamic of going back and forth in terms of attention, right? people learn how to block and then they get thing around the block and then they get thing around the block the block and that's just the that's the game right. Um so in terms of the first part which is now that everyone has the same tools execution is still going to be the thing that separates people from like everyone here has access to all the tools that Enzo uses and few of you probably do outbound in the same volume so so what you know what I mean like you can still win because most people don't do anything. Second part of the question was um what are the unfair advantages that exist? Do I still feel like speed is one of them?

1:45>> Yes. >> Yes. And probably outside of speed, do you see anything else particularly in album that are you know moving in the needle? >> Yeah. So I mean fundamentally there's four four that I see as the primary um levers for nurture conversion. So between conversation from lead to convo is going to be speed um which has elements not just speed to contact. So there's multiple. So okay, there's four.

2:11There's speed, there's personalization, there's volume, um, and availability. So those are the four. Now speed, uh, number one is speed to contact. There's number two is speed of response. So if you have back and forth texting or back and forth emailing, if it takes you a day to get back to somebody versus back to them in a minute, you're going to have higher overall response rates and show rates, right? So it's not just the response, it's also the in between that's happening. to ladder over to convenience. You also have can I get you in today versus can I get you in next week. Gigantic difference.

2:44When we ran all the we had a big data uh scientist team at Allen, we were running 4,000 plus appointments a day. And so I got to see like what are the true things that have the highest throughput or correlation with throughput in terms of campaigns generating the most shows. The number one correlation and it kind of makes sense when you really think about it was max availability. Because if you think about the other extreme, if you have zero availability, you will have no appointments, right? Like very few other things will generate zero appointments at at their natural extreme. There are diminishing returns, but they were significantly further out than most people expected. So we would have a company saying, "Hey, we can only take sales in the afternoon, 4 days a week."

3:19So Monday through Thursday, you know, after 3:00, I could tell you right now that that company is probably leaving a 4x on the table. they could 4x their sales by simply being available seven days a week like 12 hours a day. And so then the question is like okay well what does it cost to have that level of availability and is it worth a potential 3 or 4x and so for most businesses here in terms of like speed to lead and having the availability the big constraint if we were to walk through this is like well I don't have a salesperson or I don't have the body count to be able to man or staff that availability which would then translate into more throughput. So that's the second big element is convenience is how quickly and how many time slots per day um can you make available for the person and so many I mean you probably think about this the last time you went somewhere if they're booked you just look at the next pl like just gone and that would that business would have had your business you just they just weren't available right um the third is personalization this is where AI is going to be huge um and it's only going to get better and better and better because what's going to happen is it's essentially going to look like I mean we're we're doing some cool things too. Um, but in the not too distant slash available right now, who here has heard of a VSSL, a video sales letter? Okay, cool.

4:34Now you can have personal sales letters >> today. That's insane. Like a pitch that I made just for you. [laughter] And so that level of personalization is going to happen. At the same time, people are going to get more and more banner blind to like but there's but marketing always happens in the it's the windows of arbitrage and that's always what it's been like when Tik Tok was brand new there was this big arbitrage opportunity for attention and right now there's going to be a huge amount of arbitrage for a period of time around personalization speed um and volume all because AI is going to be able to do that and that's going to happen across industries but the faster you do it now on the opposite extreme there are still businesses today that run on fax machines and don't use internet there are businesses today that make lots money that use notepads and paper. And so there's this idea that like anyone who doesn't use AI is screwed. No, there will be businesses that make money as they've always made money. There will just be other businesses that make money using AI and will probably have better margins. Just like businesses that use the internet versus ones that don't probably have more scale, so you'll just create more leverage. It doesn't mean that doing business the old way is impossible. You just play with one hand tie behind your back. You can still win. You just got to be even better at the other stuff. The fourth element is still volume. And volume, you already know. I mean, you did 1.8 78 million emails and 36,000 um outbound calls. Um if we think about like reverse engineering like what what is outbound? All we're trying to do is maximize the percentage of people who see a message who are qualified.

6:00That's it. And so that's the hypothetical extreme. And then the other components are the volume and personalization is for the penetration and then response. And then the speed and convenience is so that we maximize like that post response we get them booked. And those are kind of the four elements as I see them um in terms of what the what it will look like going forward.