Why Most Cold Outreach Fails — Transcript

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1. 0:00What do you think is the most suited for
2. 0:01like cold outreach?
3. 0:02>> It's about ticket size.
4. 0:04>> Yeah.
5. 0:04>> Yeah, so typically the the larger the
6. 0:06ticket, the more specific the target,
7. 0:09the more cold outreach is important. The
8. 0:11less specific the target, the lower the
9. 0:14LTV, the more content and paid ads are
10. 0:17the better channels.
11. 0:18>> Makes sense. So like is there like a
12. 0:20figure cuz
13. 0:21I've noticed the same I figure like our
14. 0:24best customers
15. 0:24>> 10 grand or more as a rule of thumb.
16. 0:26>> Yeah.
17. 0:27That's right on the
18. 0:28That's right on the nose of where I'm
19. 0:29at. So but I wasn't sure if you could if
20. 0:32there's something I'm missing where you
21. 0:33can like make these micro things work,
22. 0:34but see cuz we've taken on like SaaS
23. 0:37customers and sell like PLG type stuff
24. 0:39and it just like a lot harder to make it
25. 0:41work.
26. 0:41>> Yeah. And they need a ton of volume.
27. 0:43It's like you want to be hunting whales,
28. 0:44not hunting minnows with a harpoon. It
29. 0:45just is not I mean you could, it's just
30. 0:46not efficient.
31. 0:48>> Got you. So if someone's like they're
32. 0:50doing a lot of like low stuff, it's like
33. 0:52content ads. If you're doing like
34. 0:54mergers acquisitions, private equity,
35. 0:56you're trying to get the big fish.
36. 0:57>> All outbound.
37. 0:58>> Yeah. Yeah. Okay, that makes sense. Um
38. 1:01and I figure organic's good to bolt on
39. 1:02to everything to like
40. 1:04>> Everything.
41. 1:04>> Yeah. Uh
42. 1:06just to be I I heard you say before
43. 1:07where it's like one channel, one
44. 1:09audience
45. 1:09>> Mhm. Up to a million.
46. 1:10>> up to a million. A million a month or a
47. 1:12million a year?
48. 1:12>> Year.
49. 1:13>> A year.
50. 1:14Do you think that you should always bolt
51. 1:16on organic too just to kind of give that
52. 1:18like lubrication to the sales process?
53. 1:20>> from like I still like the focus of the
54. 1:23of the um
55. 1:25of the advice.
56. 1:26>> Yep.
57. 1:26>> Um
58. 1:29I I just feel like organic is so easy to
59. 1:31do. So I consider organic to have two
60. 1:33two levers. So you have
61. 1:35like MVP level of how do I have my
62. 1:38minimum viable product of organic which
63. 1:41satisfies a different need than using
64. 1:42organic as my primary method of
65. 1:44acquisition. And so if I use it as like
66. 1:47I have to show that I'm alive and that I
67. 1:49can provide value, then the purpose of
68. 1:50the organic is lead nurture. So I'm
69. 1:52doing outreach as my primary method, but
70. 1:55then if you do outreach from a channel
71. 1:56that has literally no posts, people be
72. 1:58like, this is a scam, and rightfully so.
73. 2:01Um if you have like if you post three
74. 2:03times a week and you have something
75. 2:05that's relative uh relevant to your
76. 2:07avatar and whatever you sell, then they
77. 2:09will what most people do, most sane
78. 2:11people, some of the customers that you
79. 2:13have, um is that they will click your,
80. 2:16you know, if you do outbound, they'll
81. 2:17click over to your profile before
82. 2:19responding to your email. They'll be
83. 2:20like, what is this guy about or what is
84. 2:21this gal about? They'll be like, oh,
85. 2:22this guy seems legit. They'll watch two
86. 2:23or three things and they'll come in and
87. 2:25I'm sure if you have any kind of uh you
88. 2:26know, data tracking or any kind of
89. 2:27surveys on the way in, they will say
90. 2:29that.
91. 2:30If you use it as a as the true like I
92. 2:32want to generate my demand almost
93. 2:34entirely from organic, it's a different
94. 2:36strategy to me. It's a much different
95. 2:37level of investment. And so, at the base
96. 2:39level, yes, one avatar, one channel, uh
97. 2:42one, you know, one offer.
98. 2:43Um
99. 2:44but I think that if you do outreach,
100. 2:47it's like it's it's so low effort just
101. 2:49for the MVP level. For the next level,
102. 2:52that's a different monster, but just
103. 2:53like having enough to show that you're
104. 2:54alive,
105. 2:55>> I'm broke.
106. 2:55>> Yeah, so like using it more so as like
107. 2:57nurture
108. 2:58>> Yes.
109. 2:58>> rather than
110. 2:59>> 100%.
111. 3:00>> And then
112. 3:00>> the sales guys also, you're going to I I
113. 3:03love knowing this because
114. 3:05uh you will make some content that just
115. 3:06does hit and then does create inquiries.
116. 3:08And then that content is the stuff you
117. 3:10give to the sales team as the greatest
118. 3:11hits. And then the team should have a
119. 3:14searchable database of what are the
120. 3:15greatest hits for this type of avatar or
121. 3:17this type of overcome because typically
122. 3:19people are going to either have
123. 3:20questions around like, will this work
124. 3:21for my type of business, which is where
125. 3:23the, you know, case studies and avatars
126. 3:25specific case studies is useful. Or
127. 3:26they'll um or they'll have objections
128. 3:29that are kind of more standard sales
129. 3:30objections that might be around your
130. 3:31specific thing. Um and having sets of
131. 3:34content that's both, which is like, does
132. 3:35this work in the setting or does this
133. 3:37overcome the specific myth or, you know,
134. 3:39uh belief that I have that's not true,
135. 3:41content around both those things then
136. 3:42create sales assets that the guys can
137. 3:44then use or gals uh can use to go uh
138. 3:47sell stuff.
139. 3:48>> Got you. So, high level,
140. 3:51if you're doing content as not your
141. 3:53primary channel, you should still
142. 3:54probably do it as like nurture. Yeah.
143. 3:57>> Have a pulse.
144. 3:57>> Cool. And should you do that like omni
145. 3:59channel like is it fine if you're just
146. 4:00like
147. 4:01>> And ideally the channel that you do
148. 4:02outbound for. Now, if you do outbound on
149. 4:04on email, then it's just going to be
150. 4:05like you'll have your website and you'll
151. 4:07have your one social profile and that's
152. 4:09what they're going to link to. Like
153. 4:09whatever you link to is what they're
154. 4:10going to click. So, I would just link to
155. 4:12the one thing that you're active on.
156. 4:13>> Okay.
157. 4:13>> Yeah, just to keep it minimum.
158. 4:15>> Cool. Yeah, that makes sense. Um
159. 4:17>> If you were the best salesperson in your
160. 4:19company, then your company will be
161. 4:21always capped by you. And this is what
162. 4:24the two-day workshop is for. Now, I want
163. 4:25to be clear before I get into what it
164. 4:26is. This is for million-dollar plus
165. 4:28businesses that are trying to scale
166. 4:30their sales team where you are still
167. 4:32probably vast majority of the match.
168. 4:34Either you're literally taking calls or
169. 4:35you are a big percentage of the revenue
170. 4:37or you have to be constantly on the
171. 4:39sales team in order to get this to work.
172. 4:41If you're in any of those settings, then
173. 4:42this is absolutely for you. And so, if
174. 4:44you are tired of your sales relying on
175. 4:46you and want a sales system that scales
176. 4:48beyond you, then apply. That's the deal.
177. 4:50And so, if it is a fit, we look forward
178. 4:52to seeing you out here and it's a great
179. 4:53time. We're talking about sales stuff.
180. 4:54Like how could you have a better time?
181. 4:55But don't take my word for it. Here's
182. 4:56what other people are saying about
183. 4:57workshops. They're
184. 4:59premo and uh yeah. Can't wait to see you
185. 5:00out here.