As long as reps are around to sell products, there are two inevitable truths: email will never die, and neither will the desire to connect with decision makers. The challenge is the volume of emails being sent is skyrocketing, and the changes of connecting with decision makers is plummeting.
Ask anyone on your executive team how many emails they get per day. Now ask them how many they reply to. Slightly depressed?
Fear not, for there is hope! In today’s vlog, I sat down with Rob Jeppsen, CEO and Founder of XVoyant, a sales coaching technology platform embedded in Salesforce.com to help create a world-class coaching culture for any sales organization. I asked him, “how can reps reach the decision makers at their target accounts?” You won’t want to miss his rant and advice.
So, how can reps reach the decision makers at their target accounts? Hey, everyone, I’m Brandon Redlinger here, Director of Growth at Engagio and I’m honored to be joined by Rob Jeppsen, the CEO and Co-founder and Founder of Xvoyant. – Thank you.
So, Rob, I would love to hear your thoughts on this because I know you have very strong opinions. – I am so sick and tired Brandon, of people, I’m not sick and tired of you reaching out, I love sales people. I love the sales profession. I consider myself a practicing salesperson. I love it. I believe that we’re the best profession in the world. So, I don’t have a problem with people reaching out. What I have a problem with is when they reach out and they do a shitty job connecting with me, that they get pissed off if I don’t respond.
They’re getting entitled, right?
Yes, they’re entitled. Hey, I sent you something, you owe me a response. I got news for you all, I don’t. Okay, I don’t. I am gonna respond. If I don’t respond, I’m responding. That’s my point. If I don’t respond, I’m responding. – That’s a response. And when I start getting more and more, and more, you keep hounding me with “hey, did you get it, did you get it?” Or, “I sent you this, I’m just following up.” and finally, “hey I’d appreciate a courtesy response.” All I can think about is I have responded, by not responding, okay.
So, here’s my rant. I wish that sales people, whether it’s an SDR or AE or whatever it is, when we start reaching out, we think that it’s my job to be valuable enough, interesting enough, creative enough that I’ll stimulate a response. And if a customer doesn’t respond, we haven’t connected. The first law for me is connect before you correct. And if that happens, don’t get pissed off, don’t send them hate mail, don’t think that I’ve prospected into a jerk. What it means is, my prospecting hasn’t been relevant enough. So, instead of getting angry,
I’ve got a couple of ideas of what you can do. Number one: if you want to get to a guy like me show that you’ve spent some time understanding what I do. I can’t tell you how many people send me things for, they say they’re gonna do this for me when if you did even a teeny, tiny bit of work, you would know I’m not in that business, okay? So, reach out say, hey, I’ve been researching you for the last couple of weeks. I’ve found three things that I think are worth talking to you about. Here they are: bop, bop, bop, bop.
Show them that you’ve actually done the research. –
That’s right. And include it. Don’t just have a spot, include what they are. Right? Let me know. Two things you should think about: what problems am I trying to solve that you’re aware that I’m trying to solve? What results am I trying to achieve that you are aware I’m trying to achieve, but most important, how can you help me do that differently if I was left on my own?
Cause if you can’t help me do something because I’m with you than I would have done on my own, what value are you? And don’t get pissed off at me and make me have to tell you that. If you’re not connected enough, innovated enough, creative enough, or thoughtful enough to make that clear to me, don’t expect me to respond because my time is my most valuable possession and I hope that helps.
Great! I love it. Thanks, Rob.