Technology

BDC’s, SDR’s, Growth Hackers, Growth Specialists, BDM’s and many more, while all humans (hope so) behind these roles are aiming to connect with their prospective buyers with an intent to uncover leads or needs, in some cases create a need, I always pondered what is that one thing, one thing only that is common and human between them?

 

I have shared my insights about a simple approach that has always worked for me; read this on my blog here.

 

The ABCD of Humanized prospecting!

 

In the world of AI, the AI scripts, tone and suggestions can certainly be helpful for prospecting new business, especially to someone who has never done a cold outreach before; however, there is always this element of judgement that is required to understand the need to converse with fellow humans in as “Humanized” manner as possible, more so if it is your first hello.

 

Let’s get to the basics of what is “Humanized” means in plain English. According to the dictionary, the simple meaning is “to make something more suitable for people or more humane” Some other simple definitions include “To make something friendlier to humans”, “To make something more civilized, refined, and understandable," and “To make something easier for humans to relate to and appreciate.”

 

I personally like this one “To make something easier for humans to relate to and appreciate”, now since this is all about prospecting, let’s replace humans with prospects. the above definition now becomes “To make something easier for prospects to relate and appreciate.”

 

This objective can be a great commonality between you (seller) and prospect (buyer), this is where I have practiced the ABCD of prospecting right from my early days of outreach and I find that even today it is so relevant but a rare thing to see.

 

Here is what ABCD Mean: Always, Begin, Check & Don’t assume, let’s look at each of them slightly in detail.

 

Always research and understand the reason behind your outreach, isn’t this the most basic thing to do?

 

Imagine you have to go on a weekend away with friends and you have been tasked to find a place to stay, would you just pick one randomly or do a bit of research on where to stay, would your friends like it, can you afford it etc., Yes, it’s that simple—a basic level of research of who is the prospect, what’s the background and one strong reason on why it make sense for me to reach out, besides just he is in my database or have a big title.

  

Begin with a personal or professional conversation, not a product or feature or company or service specific.

 

Imagine you have shortlisted a Chief Technology officer (hopefully, based on the basic research above) and found that that he has expressed a need for “Real Time Analytics” for his business during a panel discussion at a recently concluded technology event. First thing first, it’s great that you were able to find a strong reason to call, Now, please don’t let that go to drain by doing an outreach like this [**extract from the actual messages I receive**]

 

“I am ABC, I work for XYZ, we are a Top 10 company [www.top10company.com], operating in this space for 15+ years, we are also featured in top media company, our company has won best award for the product 2 years in a row. 

Can we get on a call to discuss how we can be of a great partner for you? Would Wednesday, 2:30pm work for you?

Thank you, ABC”

 

Hopefully, you are now convinced on the DON’T do part and here is what you can do:

 

Begin by acknowledging the fact on how you wish you were able to attend the event or panel live, pick up on a specific area of panel discussion to reference and maybe ask for an opportunity to ask a question or clarify few things discussed during the panel, key here is to sound really ‘genuine’ about the outreach and while you do that, be honest about the opportunity to talk about “real time analytics” use case as well.

 

Check if the time and place is right; don’t assume the channel you are reaching out is the best.

 

Often I have come across messages on my whatsApp, late in the evening and checking if I am interested to get on a call about a product or service. This is a big red flag for me, I would think if this is happening during the first hello, it might remain like this throughout the purchase cycle (assuming I am interested). My advice is to always check if the time and place is right [whatsApp, text, social, email or phone call] which one’s they consider business communication Vs which one personal. 

 

Don’t assume that everyone has a need, most of the times you have to create one.

 

This one is my favourite, Hope and Assumption doesn’t work in the world of sales – so just because you have done your research, you have a great opening and you have hit the right chord on the channel doesn’t always guarantee yes. It might be many reasons why you won’t, however you can always find another reason to go back at and that is where “creating a need” comes in, one of them could be a warm introduction through a mutual connection or colleague of a prospect, or through understanding the persona over a period and approaching them with a different perspective – this is where your ability to stay relevant, patient and human matters the most.

 

Just to summarise, Cold Outreach is hard but it is super rewarding when you are able to make it more simple and human, happy prospecting and don’t forget the ABCD!

 

Santhosh Srikant 

#Technology Sales #Prospecting #SalesTips