How do you get better prospecting results? What is the best and easiest way to bring in leads? How do prospecting and lead generation play valuable roles in the sales process? In this episode of Sales Reinvented, Chad Burmeister shares how he pairs innovative thinking with leading technology to get better prospecting results.
Chad Burmeister is the CEO of ScaleX AI which aims to solve salespeople’s pipeline problems. Chad’s goal is to empower sales professionals to become the best version of themselves by focusing on their mindset, skillset, and toolset. Don’t miss his valuable take on the lead generation and prospecting process.
Chad sees prospecting as getting a list and making emails, phone calls, or social connections. It’s marketing outward. Lead generation is more along the lines of creating content—like a podcast episode—that you drop out on social channels, email, etc. Prospecting is a brute-force technique and lead generation is finessed.
Chad emphasizes that lead generation is hugely valuable. If you can become your own marketing department and create your own content, you can be a thought leader and expert in your space. You’ll get personal inbound leads to yourself—not just your business. It’s a combination of brute-force and flow of inbound leads.
Chad’s company has perfected the prospecting process. They pull 1,000 leads a month. They then have a virtual assistant execute 3,000–5,000 emails against that list of people. Then they automate social outreach and do 50,000 impressions through paid ads against the same people. They just added the ability to send Vidyard or Loom videos to the top 100 prospects as well. It’s the brute-force prospecting that’s 80% automated and 20% human-driven.
For Chad, the lead generation process means jumping into a monthly meeting where he records video for an hour plus. That one video gets chopped into 60 to 90-second segments that get pushed out onto his social channels. That alone brings in 2–3 leads a day.
Chad points out that the level of success you have prospecting relates directly to your level of EQ—not IQ. When you’re selling to a certain part of the market, what are their triggers? What is their emotional process? It needs to be natural for your audience to understand. Park Howell teaches a simple process: You set the context, then you use “and” to raise the stakes, then “but”, and “therefore.” You can use this for anything you’re selling. It’s a simple approach to mapping your audience to your solution. You have to put out content that hits home and gets people to take a specific action. Chad shares a specific example—listen to hear him drive the point home.
At the beginning of the pandemic, one of Chad’s customers called him. One of the companies she did PR for was ordered to switch their apparel production over to mask production. So they printed 100 million masks and sold them all to Amazon in one week. She knew she could continue to do well from a commission perspective. So she asked Chad to help her come up with an approach for selling masks.
So they got together and recorded a 43-second voicemail. They then pulled a list of 1,200 heads of procurement from Fortune 2,000 companies and left them voicemails for 2 days straight. She got 3–5 returned calls per hour. 70% of the time they didn't even listen to the message but still called back.
What Chad learned is that you have to get the right person on the phone. His client sold $10 million worth of masks in 6–8 weeks. There were hundreds of other companies out there selling masks that did emails, social outreach, and other traditional means. The moral of the story? You have to be different than everyone else or you’re going to get the same results.
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