Warum warme Sales Skripte bei kalten Leads scheitern

0:00Video testimonial agency. We sell to mid-market and enterprise B2B software companies. So, we help their sales enablement, social proof. Usually selling to like director of marketing. So, like not super high. 15,000 average order value. So, it's like you know, not huge for them. Uh 6 million in revenue. Um we'd like to be at, you know, 20. Um I think what's what's stopping us is we've grown a lot. Um The uh

0:30>> What stops you from doing more? >> So, yes. I would go Okay, so we've we've grown a lot with um kind of like inbound word of mouth. Uh and you know, we're good at closing those those leads, right? They're they're in their buying cycle, right? We've [snorts] just started Yeah, right. Um we just started getting outbound and LinkedIn ads to work really well. Booking like 100 sales calls a month right now. Um but the close rate is like half that of

0:59>> you what I think it the problem is? >> Yeah, our sales process. >> Well, yeah. But you have a warm process for cold You have you're using a warm process on a cold lead. >> Yeah. >> That's the issue. So, I'll give you a rule of thumb for everyone. Uh build for cold and it works everywhere. If you build for warm, it only works on warm. So, like many of like said differently, like some of you guys might have So, I launched a book two months ago. Um and at that book launch uh many people, if I had just said I I probably could have sent an email saying, "Hey, I wrote 17 extra books. If you buy a bunch of books, you can get those free plus our AI thing and it's awesome."

1:35And I probably would have done a third of the sales that we did just from sending a bunch of emails to do that. But if I had treated the entire audience that way, I would have been under converting by probably two-thirds what I should have been converting, which is what we're talking about. So, I think you probably are in a similar situation. So, what is the um you said the conversion's half. I don't necessarily think that's bad if it's compared to somebody who's a warm introduction. So, what are the close >> It might be less. It might be less.

2:01>> Okay, so what are the close rates on the calls that are MQLs or SQLs? >> So, the on the LinkedIn ads, we're at 6% um >> Of leads. >> Of leads. >> Okay, well, that depends on the process and what they're opting in for. So, what percentage of calls that are SQL like qualified leads that you get on the phone with are you closing? >> Dustin, what's Do you know that one? Our my VP of >> Straight to call? >> Yeah. >> Okay.

2:29Amazing. That's great. >> We use a incentive to get them on the call, too. >> My head just goes in a bunch of directions, but cool. Um, okay. Um, okay, so you So, you're giving an incentive. Sorry. You give an incentive uh to get them to show up. Uh, so let's say 100 people opt in, you get 85 uh sorry sorry, 100 people book a call, that's what you're defining as a lead. Um, are all these people book calls qualified?

2:56>> Yes, because we were advertising to a named accounts. So, essentially, yes. >> Okay, so all of those are qualified as far as you're concerned. 85% of them show and you're closing 6% of the 85 that show. Eight. So, not much better. Okay, got it. Um Yeah, you need just We just need to build a sales machine, dude. We need to put a VSL in place. Um, we have to have a basically a set qualification and um a pre-frame for the close call. And then we have to put a training cadence in place for the sales guys to make sure that they're actually following that process. And we'll show you how we can test the the VSL portions to make sure that we can basically iterate on that process so you can um shorten the sales cycles and increase close rates. So, fewer calls on the back end, pull that forward, and that'll actually increase your sales utilization for the team so you'll have fewer sales guys closing more deals, which allows you to attract even better sales guys.

3:47So, it's a virtuous loop rather than a vicious one. Does that make sense? >> Yeah. >> That's what we need. That like literally that's the problem. >> And then the other thing is like um so we're we're all project-based. >> Yeah. >> Um so, you know, about >> Is it recurring? >> It's not recurring. So, we sell like packages. >> Just like 15k? >> Yeah, 15k and then they they'll buy another 15k when they want or 20k. I mean, some of our contracts are 100k, but it's like average is 15k.

4:12>> Um so, like we're people, you know, we're trying to figure out like >> So, it's a service and not a software? >> It's a service. Yeah, it's a done-for-you service, you know, yeah. Um and yeah, basically it's like how do we drive repurchase, you know, with >> assumed this was continuity. >> Yeah, I know. >> is it not? Cuz to me if I'm managing my reviews and like said differently, I want to collect testimonials this month, next month, next month, next month. I don't want to just do a blast and then just get some five stars and then have it die. Like I want to always have fresh new reviews.

4:46>> So, it's like our it's like 9k per one testimonial. Um you know, so it's like I think that's part of it. It's like people are it's a premium relatively premium price. Uh there's like options from 4k to 9k, but it's not like 50 that >> So, you reach out to a bunch of their customers, the ones that seem really hot and and bothered. >> intro us to customers who have agreed to sit down. >> they like fly out or you fly out and like >> Yeah, we have subcontractor network. >> thing.

5:11>> Yeah, yeah, exactly. Um so, like I think the reason that it's we haven't got continuity yet is cuz like the price point. They only want to buy like three or four at a time. >> So, I would do this. I would I would bifurcate the offer. So, I would say we have a quality and a quantity offer. You need both. And so, like two ways of persuading. One is Well, I mean, this is how I would pitch it. There's more than one two ways to persuade, but I would say like you have the emotional resonance and then you have the logical side. The emotional side is like can we get a representative group of avatars that's going to make up or comprise the vast majority of people that you're that are coming in the door on the front end. Um and so, that's like phase one. That's the upfront cost. That's 15 or 25 or whatever. And that's where we want to make sure we capture all the ICPs using their language, right? Now, that being said, if you have reviews or testimonial stories that are 18 months old, they lose relevance. And so, the stories are relevant, but we want to show that your company is still up-to-date, still providing great service cuz things do degrade. And so, we have a quantity approach as well, where we're just getting lots of five stars and snippets and short kind of UGC style that we do on a regular basis. And so, this would be my ongoing package. This is my upfront. This is big head, long tail.

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