Good day and happy Tuesday! Get ready for the holidays next week. Make sure you put in the work this week so you can relax next week and prepare for December.

Let’s dive in! What’s on the agenda?

• Tips from the top

• Case studies

• “If we find a need, we’ll let you know”

• Morning Brew

• Avoid this phrase

• Creative Tactic of the week

• Additional Resources

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Tips from the top

"Be careful when you're cold calling and you use words like "struggle".

Phrase that sound like "other VPs I speak to struggle with XYZ"

2 Reasons:

1. People don't often like to admit they are struggling with anything.

2. You could be calling about a problem they don't know they have. If they don't know they have a problem, they won't think they're "struggling" with anything.

Instead, frame the problem a bit differently. "After speaking with many VPs, they tell me how when X happens, they often experience Y."

This way you're telling a story, while not making them admit they are struggling with anything."

Storytelling with case studies

Your company case studies are overkill for your prospects. They typically aren't meant for cold prospects who haven't heard of your brand before. They're for people further along in the buying cycle evaluating various solutions.

So instead of sending over case studies hoping that people will read through them, summarize it for them and master the art of telling a micro-story. Here's how to make these work for you in outbound.

Create 2-3 sentence summaries for each case study. Keep it simple and highlight these topics:

• Current/before state

• What they changed

• What happened as a result?

Now that you've simplified these case studies, it's time to use them in the right cadences. Bucket them into several different categories and add them to the appropriate sequences.

Make sure to match companies of similar size/industry. Don't go sending a case study for Amazon to an SMB.

How to incorporate them into cold calls

Instead of sounding robotic and jumping directly into a story, incorporate them into the conversation casually. Here are a few ways to do it.

• "The way you all are handling this right now reminds me a lot of how Company X was doing it. They were using X, but switched to Y. This helped them eliminate a few problems when it came to XYZ and better do ABC."

• "Yeah a lot of people I speak with say they use Competitor X, they are a fine tool. We were just working with Company X who was using them, but they were trying to solve for XYZ. What we did is change Y and they were able to do XYZ"

• "It's funny that you mention that. We just wrapped up a project with as similar company where we did XYZ. After that, they were able to do ABC. I've got a solid relationship with the person who led that project. Would it make sense to set up a call with them?"

The key is to relate the conversation to the case study, and then casually lead into all of these stories. It's a great way to lead into the ask for the meeting. Here's how you could do that:

"Open to hearing exactly how we helped Company X solve this exact problem?"

Try it out for your own business!

“If we find a need, we’ll let you know”

If you cold call, a prospect has likely told you this.

So how can you work through this and move your cold call forward?

Check out this video from Josh Braun where he shares a technique for this!

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Avoid this phrase

 
Here’s an easy phrase to eliminate from your cold calls to make them better.

"(company) is a platform that does XYZ"

The issue with this is that it doesn't really share how it helps them. It's a feature dump. Instead, show them what you can do for them.

Answer the question by framing the situation with a big (common) situation, and then share how to solve it.

"You know those situations where you combing through a hundred separate excel sheets only to have (insert the challenge with this)? With (company), we solve that by doing XYZ, which leads to (benefits)."

The language is very intentional as well. "Combing through a hundred separate excel sheets" is far more powerful".

Creative Tactic of the Week

"Here's an interesting way somebody I know booked a few meetings...

He sells a product that integrates with one of the major sales engagement platforms. So obviously he needed a way to identify which tool these orgs use.

So he created a poll on LinkedIn and simply asked "which of these platforms do you use".

The creator of the poll can see what you voted for. Everybody who selected that particular tool, he put their company into a sequence."

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