Morgan J. Ingram, Director of Sales Execution & Evolution at JBarrows Sales Training and the host of #TheSDRChronicles is well known in the sales community for elevating salespeople and turning sales teams into rockstars. We sat down with Morgan to chat about high leverage activities that a founder can undertake to improve their sales pipeline.
At growth genius, we tend to work with a lot of founders who are inundated with a lot of different activities. As a founder, it is not just sales that you're worrying about. There is marketing, accounting, finances and a lot of other day to day stuff. It's building a platform or service that people will love to use.
Essentially, sales is just one aspect and you can't necessarily spend your entire day just doing all the things that a BDR typically would do.
How can a founder get the most out of the day when it comes to generating leads while still needing to focus on other parts of their business?
Morgan: Yeah, I mean this is super critical.
Most people don't know that I founded a company and ran it for about nine months.
We used to host video game tournaments on college campuses while I was in college.
I had to practically prospect to figure out what venues are going to be open fraternities and sororities. I had to raise sponsorships and pitch to various parties. I knew that as a solo person I couldn't get everything done unless I allocated my time effectively.
So I started with a hyper targeted list and focused on reaching out to those contacts only. Activity breeds results but you have to focus on what is important.
What are some of the highest impact channels that a founder can use that will yield results? On top of that, what is the number one activity that they can outsource?
Morgan: I think one thing you could definitely outsource is finding data.
In terms of channels, if you are a founder, you probably have a really good LinkedIn network, so use that to get those real quick wins from an introduction perspective. Reach out to your network to connect you to prospects. This way, you can have sales conversations instead of continuously prospecting.
Comment and connect with prospects on the network of your choice.
Send at least a few hyper personalized emails every day.
Cold calling is always going to be beneficial, but you may not have the tools or the resources yet to make those efficient phone calls because you might have the wrong data set and then you're calling phone lines and wasting your time.
What about a founder that is just getting started and does not have a huge network?
Morgan: If you're a founder and trying to connect with people on LinkedIn, folks are going to accept you anyways, but if you personalize your message to each persona that you're going after, your response rate is going to be higher and your conversion rate is going to be higher.
Create value for prospects with your content, case studies and webinars. With prospecting you want to be able to tell a story and with the content that you read or produce, you're going to be able to tell that story.
I send a personalized LinkedIn invitation every single time. It is our first touch point and it leads to higher responses on emails and higher reception on calls because they remember who I am.
The personalization aspect is huge. It obviously helps that your title is a CEO or you are a founder or someone relatively high at an established company. But at the end of the day, people are only willing to give you their time of day if they feel like you've done your research and that you can actually help them or provide some sort of business insight over a 15 minute conversation.
So whatever it is that you can do to generate that message, that's what it is that you have to do to get the end results.
What is a good prospecting cadence? How many touch points should a sales process have?
Morgan: I saw one article the other day that said you should follow up 24 times! I don't know about all that.
Mine is a 20 day sequence for emails, calls and social touches, but that's enough to figure it out if someone is interested or not. And then I can move on from there.
Want more sales tactics? Listen to our full podcast with Morgan Ingram - HERE -