How to Sell Podcast: Make How You Sell, Why You Win

George: Wait a minute.

Wait a minute.

Luigi: Kill this Grill Farm Production.

This is the Scalable Growth Podcast.

I'm your host, Luigi Preston, and each
week we will go on a journey, A journey

that will inspire you, motivate you, and
help you be the very best you can be.

Our focus will be on mindset, tactics
and the strategies that will enable

you to create more opportunities and.

More deals.

Welcome to another episode of
The Scalable Growth Podcast.

I'm pumped on it and excited
that you've joined us.

What will be another incredible episode.

Now, for our long time listeners who
show up each and every week, I wanna

say thank you for always showing up.

We, we do this, we create
this content for you.

We create this content because we
are absolutely motivated to help

sellers be the best they can be.

And if you're a first time listener,
thanks for stopping past, we hope you

take away some value and you then become
another longtime listener with thousands

of others who show up each and every week.

Now, this week, I've spoken about
this, this topic a couple of times

this month, and we've had some
great guests that are talking.

Prospecting.

We had Ryan sort of
going back a few weeks.

If you, if you, if you missed that
episode, go back and check it out.

Cause Ryan's an absolute practitioner when
it comes to running outreach strategies.

We had Chip talk about sort of from
a marketing perspective, how you can

create more awareness for yourself.

And then we, we had Carl who really
give you a bit of a, a different

thinking around structuring your deals.

But I've worked a lot with
a company called Lusha.

They're an incredible tech
company out in Israel.

I've used their platform for a
number of years to enrich data.

So the thing is, with prospecting,
modern prospecting rights 2023, it's

not like back in the day when you
didn't have mobile numbers, you didn't

even know who you're talking to, and
you're doing complete cold calls.

Today we have access to incredible
technology that can allow us to enrich.

Immediately and get phone
numbers and emails, literally

at the click of a button.

And George is the director
of sales at Lusha.

And, and again, I've had the
privilege of working with that

business of coach, the sales team.

I'm, I'm absolute, I'm a massive advocate
because it's allowed me to do what I do.

It's allowed me to close some massive
deals as a result of just going on

LinkedIn, enriching the data, getting
their details, and making that

call and running a cadence, right?

So I've seen the benefit from
tools like Lusha and the reason

why I wanted to get George on our.

And talk a bit about how to run outbound
and, and all the fun stuff that goes with

outbound is because he sees this across
a range of different organizations, they

are literally working with thousand.

They've got, I think two or 300,000
customers that use their platform.

And so they're getting a lot of insight
from a variety of different companies

and the different types of ways in
which they're running their outreach

and, and they're also building now
they've moved from that product led

growth model, and they're also doing
a bit of a sales led growth strategy

by getting BDRs and SDRs out there and
that, and they do an incredible job.

George will offer some great advice,
some great insight because again,

in in any declining market, our
ability to be successful is in the

way in which we go out there and
drive more net new opportunities.

And it's not just about
making more calls, right?

Because that's probably
the biggest mistake.

Ah, things are going tough.

Just make more calls,
just send more emails.

If the quality's not there, if you're
not actually putting in the research

and really giving consideration
to the people you're reaching out.

That extra activity is just gonna result
in, it's gonna be a crazy process because

you're not gonna see the result, and then
you start getting frustrated, et cetera.

So there's a little bit of work that
you'll need to put in place in a

declining market to ensure the outreach
that you do does deliver the result.

But the key is you gotta get out there.

You gotta be proactive.

You can't wait for opportunities.

And this is what today's conversation
is all about with George, and we'll

really dive deep into this subject.

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This helps you sell smarter, grow
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relationships in Insightly is trusted
by more than a million users worldwide.

For more information, visit
insightly.com/getinsightly.

And again, we've got Growth Forum.

It launches next month, and as
a thank you, we, we've got a

prospecting program that we've
created because we know that it's a

bit tight from a market perspective.

And we've built a, a
prospecting masterclass.

It covers a whole range of things
that you get a playbook, it

teaches you how to build ICPs.

Teacher, I buy Personas,
messaging frameworks.

It's got call frameworks in there
as well to show you how to build it.

Cadences how to video prospect,
make the call cold email

is a ton of value in there.

Check out the show notes.

The link is there.

Go and click register.

It's absolutely free to join and you
get access to that program in February.

So take advantage of the offer.

There is a whole bunch of other
incredible programs coming up as well.

That'll help you be the
very best you can be.

So check it out.

And also let me know what you
think the website's live as well.

Growth Forum.

Io Again, it's in the show notes, but
check it out, gimme some feedback.

But before you do that, listen to this
podcast and let me know what you think.

George: Welcome to the show, George.

Thanks for having me.

Luigi.

How's it going?

Luigi: Yeah, pretty good man,
and, uh, you're really pumped,

um, to have you on the show.

And I, I think the reason why I'm
really, really excited to, to share your

story and talk a bit about how sellers
can drive more pipeline and close more

deals, um, u u using a modern tech stack.

It's because.

The company you work for, the
product that you sell is something

that I've used every day for years.

I've, I've been an earlier
adopter of your platform.

Um, and so I can't wait.

You know, I'm a, I'm a,
I'm a huge advocate of the,

of the product, Lucia man.

So, thank you for joining
our podcast today.

Yeah.

George: And thanks for being a customer
and, and a huge supporter for Lucia too.

Luigi.

Uh, we appreciate it and love to
hear, hear about that experience,

um, later on, on the call too.

Luigi: Absolutely.

And we'll talk about it cuz I.

You know, I think as we talk about
selling in the modern environment,

right, like 2022, technology's become
an, in an, an incredibly important

part of, of the sales process.

I mean, I've been selling, um,
for such a long time, and I know.

what it was like selling
without these tools, right?

So I, I'm really, really keen to hear
a bit about, um, how you guys are

adopting these tools to really drive
pipeline, and especially now that

you're making that transition from that
product led growth growth company to

now, you know, really bringing that
sales led growth element into it.

But before we jump into this
topic, we'd love to know where

did you cut your teeth and how did
you get into this wacky world of

George: selling?

Thanks for asking Luigi.

You know, I think it started
out pretty early, right?

Uh, when I was in high school, I used
to buy broken electronics, broken

phones, uh, replace the screens and
batteries, flip it for a little return.

Um, you know, when I was in college,
I got into door-to-door sales where

I was selling vacuums to people.

So, you know, knocking onto people's
doors, walking into their homes,

doing a demonstration for, uh, a
vacuum that can also shampoo your.

and selling people 2,600
vacuum for $30 a month.

Um, shortly after graduating college,
um, I wanted to get some sales

experience and at the time actually
a lot of tech companies required

having somewhat of a, somewhat of a
tech experience, sales experience.

Alongside a college degree to help
you, you know, get an interview

with them in the first place.

So, yeah, you know, I thought it was
necessary and I went into car sales

where I did pretty well and I probably
could have had a, a long professional

career in that industry, but I did have
a passion to get into the tech side.

And that's where, um, I transitioned
to Oracle, which was my first, uh,

tech company, um, back in 2016.

And, uh, I started out there as a bdr.

Quickly transitioned to an
account executive role where

I was an inside salesperson.

Um, and I had a great opportunity to
join ZoomInfo at the time before they

were acquired by Discover Org as an ae.

Um, you know, where I was part of
their, uh, commercial team there,

um, for two and a half years.

And I had them the opportunity to join,
joins, uh, Lucia a year ago, um, as an ae.

And I took on a business
development leadership role, and

now I am the, uh, director of
business development here in the.

. It's a long, long story, but good path.

Luigi: But what a, what, what an
incredible transition from a, or

an incredible career progression.

Right?

Because you've gone from, and
look for those that haven't done

door to door, door to door can,
it's a, it's a brutal role, right?

Let's I remember doing door to
door, and there was days where you

do like a hundred knocks and 9, 9, 9
people wouldn't answer their door on

And you'd see people in the, in
the house and they'd look, you

know, they'd peer out and they'd.

, you know, you're a door knocker
and they wouldn't answer the door.

So it, it, it was, it
could be incredibly brutal.

But, um, I'd love to know from your
perspective, what did it teach you,

like from a sales resilience mindset?

What did the door-to-door
part of selling teach you and

how has it helped you in your

George: career?

Yeah, I mean, I think
that's a good question.

I think a lot of my roles have taught me a
lot, but there is nothing that can compare

it to walking into people's houses.

Making your way in facing
a ton of rejection.

I mean, you're, you're letting
a stranger into your home.

Um, you know, then, um, you know, you're
doing a demonstration in the house.

Um, you know, the, the climax of selling
a vacuum actually is, um, walking into

a customer's bedroom to show them how
many, uh, bedbugs you can extract using

the vacuum and doing a demonstration
on people's beds with your vacuum too.

So it was just, you know,
it was kind of like putting.

Everything aside and making sure that
you're very confident because the minute

that you know, you start questioning
this, you know, uncomfortable behavior

in the beginning, um, you know, you
can get inside your own head, not sound

as confident, then people wouldn't
really trust you into their own home.

So these demonstrations,

Luigi: um, and it was

George: commission.

, what is it?

I'm sorry.

Oh, yeah, yeah.

It was commission only.

Yeah.

So it was commission only.

You know, you had to sell something to
get a paycheck and that was something

that, I mean, it was my summer in
college, so I couldn't go a week without

getting somewhat of a paycheck to
take back some money back to school.

Um, so that was a big
thing, you know, we had a.

A van drop us off in a neighborhood in
the morning, literally a, a van . And

then you were dropped off at 10 to 11 and
then you weren't picked up unless you've

done at least five to six demonstrations.

So some nights where we're getting picked
up from neighborhoods at 9 30, 10 o'clock

at night wouldn't get home really late.

But, um, it did teach me a lot and I
think, you know, it, it, it makes me

very grateful for, you know, getting
into tech and not having to be out in a.

Getting dropped off in neighborhoods and
now I can do this job from home or in the

Luigi: office.

Yeah, so that's really interesting, right?

Because I think, again, I've been there,
I've been there where you commission

only and you go on days without sale,
then you start questioning, holy crap,

am I gonna even put your this week

Am I gonna pay the bills?

I was already work.

I was already living week to week, right?

So go on day three or day four and
you can start questioning, you know,

maybe I've gotta go get a real job.

. Um, so I can totally appreciate where
you came from, but I, I would love

to now migrate that conversation into
today's modern sales environment.

Right?

So, and I think for a lot of sellers
who haven't gone through that process,

you know, the fact is in today's
sales environment, I mean, you

were door knocking pretty difficult
from a demand gen perspective.

So that's, that's, that was a key
way for them to create demand.

But if you, now, if you now look at 2020.

The way in which we sell is very
different than what we did, sort of, you

know, five or 10, even five years ago.

Um, now at a click of a button, I
can jump on LinkedIn, I can find the

person I need to talk to within an
organization, and I can get their mobile

and email address and all of a sudden,
bang, I can engage with them directly.

Right?

So there's a lot that's changed, but yet
for some reason, I saw a recent study,

um, that approximately just under 30% of
sales teams are actually hitting Target.

So there are a lot of
sales teams missing target.

Now, Lu's an interesting business, right?

Because you guys have fundamentally
been a product led growth

organization and sales driven
growth wasn't really a top priority.

Do you mind me asking
what's changed in the.

That they have now brought
in more of a sales growth

mentality to try to accelerate

George: results.

Yeah.

I, I think that's a good question.

And I think it's, you know, like
everything else going on, right?

You, you do have to adjust to kind
of the modern selling practices.

So like in terms of what's changed from
the times people go to door to door.

In today's worlds, I think people
sometimes still go door to door, right?

Um, yeah, it's just another
avenue for a way to connect with.

What hasn't changed is like the tenacity
and, you know, to, to go after sales.

The, um, the, the, you know,
having a positive mental attitude

to start out every day, um, being
able, putting in the work, right?

So if you're not going door to
door, are you picking up the

phone and making a cold call?

Uh, sending out an email, connecting
with somebody on LinkedIn.

Um, now, Luckily, luckily enough
for us here at Lucia is that yes, we

are a product like growth company.

Um, so we do have so many people
within our, within our funnel that

are raising their hands with, you
know, the, the best form of intent.

Letting 'em know, letting us know
that, hey, there's a business need

somewhere in our company that led us to
download your free tool, leverage your.

, there's a, there's a reason why
we should be reaching out to them.

So yeah, from that perspective, I think
what's changed is instead of waiting for

folks to make that upgrade themselves
and, and, and click contact sales and

request a demo to meet with a salesperson,
we're working off of certain triggers

that are generated through our user base
that let us know that, hey, here's an

ideal customer right here, showing us the
buying signals needed to engage with them.

Um, Now from that going outbound
perspective, I believe, uh, you

know, there are some different
things that you can do to still

like have that first party intent to
leverage relevant contacts with you.

Um, yeah, just like in your regular
brick and mortar store, you have folks

coming in, uh, walking around your store
and then when they're ready, they'll

check out and, and come to the register.

Um, we're working in a similar motion here
where we're working off of hand raise.

Uh, anonymous website visitors and
people coming to us showing, um, some

purchase, some kind of buyer intent and

Luigi: interest in Lucia.

Yeah.

So that's really interesting, right?

Because, um, so you've got, you
know, and I was one of them.

Yeah, I was one of that were,
I just found your tool and all

of a sudden I thought it was.

, you know, I thought it was
God's gift to selling, right?

It was like, man, all of a sudden,
man, I've got a, I've got a number

and I've got an email address and
it's gonna save me tens of hours of

research and getting referral, mate.

It was just a, it was, and I don't know
what I did without it, to be honest.

Let's be honest.

Right.

So, and I, and.

You know, my listeners have heard
me say this before, and um, I've

literally closed hundreds and hundreds.

They're probably in the millions now
of business as a result of Lucia.

Just get that direct dial.

And it also from a a velocity perspective,
because I've been able to get those

direct dials and emails, it's actually
saved me a whole lot of time in a

sales process because I'm able to
get them into a conversation sooner.

Right?

Absolutely.

Now I see the benefit.

I absolutely see the benefit to
this, but yet for some reason,

There's so many sellers out there
at the moment that when you think

about modern selling, and you talked
about it before, like intent, looking

at intent, et cetera, triggers.

But so many sellers have access to
the number or have access to the

data, but choose not to use it.

So they'll be like, well, I've got
the email and phone, but I won't call.

I'll just use email led.

And he, hence, we're seeing a lot of
companies struggling to build pipeline.

Why do you think that's

George: happening?

Oh, I wish I had an answer for that.

Right?

I can only answer it for ourselves
here internally as a company, but I

think one of it's being that, you know,
some of these companies might have

been successful doing what they've
been doing to the state, right?

But what happens is when we're
hitting some kind, kind of market

instability, uh, you get a pandemic.

Um, companies aren't raising
as much funding as before.

Spending and purchasing has tremendously
slowed down and said, all of a

sudden it's like, Hey, what have
we, what have we been doing wrong?

That's all of a sudden not
like, stop working for us.

And that's where companies look into their
KPIs and numbers and realize like, Hey,

why are we sending out, um, 90% emails?

And only 10% of our outreach
is made through cold calls.

Now I think it should be an equal
distribution of like your cold

calls, LinkedIn, your emails, um, you
know, we know it takes an average.

almost 16 touchpoints to, to get
a response back from a customer

leveraging all these different touches.

So I think it's a matter of training
and awareness of what are these modern

best practices companies are using.

Again, touch with folks, but
also modern best technologies

that you could be le leveraging.

So, um, back in 2016 when I worked at
Oracle, we blocked off the first month

of every quarter or fiscal year as.

To do something called white spacing.

And it's basically, uh, account
mapping exercises for your whole

territory where you map out relevant
decision makers, their phone numbers,

their emails, uh, company revenue.

You are scrolling through 10 care
reports trying to find the employee

headcount goals for the year, et cetera.

And it, it just takes
up so much time, right.

Just to, to build out that list that
can go stale in two days after things

change, you know, in the market.

So when we talk about like modern, best
technologies, it's leveraging tools

like Lucia in today's world, or a tool
like Outreach or SalesLoft for Yep.

Sales engagement, um, to help you, um,
keep track of your touches and make sure

that, you know, you're leveraging all
these different types of avenues and not

only emails that connect with your folks.

Um, but in, in short, Luigi, I
think it's all about education.

I.

, educating people, um, with data
on here's what the best companies

in the world are doing, here's how
they're, they're being successful.

Yeah.

Um, and a lot of it comes down to like
putting in that activity and effort.

Yeah.

Luigi: So you've got, and this is
where I, I mean I'm, this is why I'm

really excited about this chat, because
your company's literally working

with thousands of organizations.

You've got over, what is
it, 300,000 users Yeah.

In the Lucia environment, right?

Yep.

Um, and, and, and what
are some of the trends?

So you've just mentioned 16 touches
leveraging sales engagement platforms

using omnichannel, but what are some
of the other things that you know,

your customers, people that are getting
success from accessing the data,

looking at sales nav, what, what are,
what are they doing differently that's

delivering them an improved sales result?

So for sales professional
who's listening to.

, what can they take away to
say, hang on, you know, this is

what best practice looks like.

At least I've got something
to, to work towards.

George: That's a great question.

I think it could be different
case by case, right?

But it comes with, um, you know, I, I
just improving little things at a time.

If you focus on ripping out and
replacing a wholesale process and

changing things overnight for every.

it, it's gonna cause I think more of a
slowdown and a speed bump and a hurdle

rather than a trajectory to success.

So for example, if you start out adding a
call touchpoint, an email touchpoint and

a social touchpoint, that's the first step
of practicing this modern best practice.

Yeah.

But one of the best ways to
measure and improve that is by

slowly working on improving small
components of those processes.

So for example, For cold calling.

Um, I like to start off with cold
call training on how to win the

first 30 seconds of a call, right?

Yep.

Let's, let's focus on
winning the first 30 seconds.

And if once we do that, let's
get to that two minute mark.

Yeah.

And if we can get to that two minute
mark, then we can either book a discovery

at that point, or, uh, if the customer
has time, run a full discovery on that

cold call that, that you let 'em to.

Mm-hmm.

. Um, so being able to
break down each activity.

To like the beginning part of the first
30 seconds, the first two minutes,

and then step by step improving,
you know, uh, different things.

Now with emails, it starts out with,
alright, now if I'm gonna touch people

16 times within a three week time span,
um, I'm gonna have a heavy week one

worth of activity where we'll have a,
the most emails, calls and touches.

And one of the ways to improve those
is again, like doing a lot of testing.

start off with testing a subject
line to improve your open rates.

Yeah.

Um, next thing you know, once you've
gotten the open rate that you want

to work on, the first sentence of the
email, um, work off the reply rate at

that point, the views and the engagement
that you're getting, it makes small

adjustments to what you're doing.

So a lot of this stuff takes a long time.

Uh, the first thing you need to
do is like have the awareness and

understand like, where are my areas
that I want to improve and setting a

priority with the one that's gonna.

Deliver the, the fastest impact right away
and just making these small adjustments

week over week or day over day.

Um, okay.

With that problem bandwidth.

Luigi: So this is good advice, right?

So if you're a seller listening to
this, you wanna up level up your

outreach to generate more results.

First thing is really think
about what does my omnichannel

touch need to look like?

Because we know the data says at least 16
touches to engage a prospect and making

sure they're leveraging an omnichannel.

So, email, LinkedIn, et cetera.

And then once you've

George: defined, oh, sorry.

Yeah.

Now I, I want to add something
because some things might work

for you, but they're, they'll
work for a different person.

So for example, I have a rep that's
really good with social engagement.

Yeah.

Um, social outreach, you know, they can
hit their number without making one call,

or even they could probably hit their
number without even sending an email out.

They can do it directly off of LinkedIn.

On the other hand, I have reps that are
unbelievable with their emails where

I wouldn't, when they've worked to me
and they're already promoted, I didn't

require them to make calls because they
had an 80% reply rate to their emails.

So Wow.

It's more of like, yeah, it was insane.

And I have a rep who's amazing on
the phone that converts 50% of their

live connections to a meeting on the
calendar where in, in these cases to

leverage your, your, your, you know,
your superstars you have in your team.

Teach the rest of the team
what's working for them.

And I think that's what you
could do as a leader to help.

Yeah.

Button up these areas where I'll
have my social person share her best

practices with everybody on the team.

Um, especially the email guru and
the call guru and, and vice versa.

I have my call guru run the
objection handling calls for cold

calling and, and other trainings.

So learning off of each other's
and using our strength to.

Others as weaknesses

Luigi: as well.

But see, this is awesome and I think,
and I'm only assuming this, right,

so tell me if I'm wrong, but I, I'm
assuming that the guys that are, or

the team members that are getting
those results, they're obviously

using some intent, intent data, right?

They've obviously got somebody
that might have downloaded one user

in a business and they're using
that to trigger the engagement.

Yeah.

Oh

George: yeah.

I mean it's, it's could be
the intent from our usage.

Yeah.

Um, it could be, you
know, slow social cues.

I.

. Um, hate to give away a lot
of secrets, but like, there's

a lot on LinkedIn, right?

You, you put a hashtag for the
product that you sell , find a

post and target everybody who's
engaging with that post, right?

Yeah.

Um, that's a lot of goal right there.

It could be companies raising
funding, new leadership.

Yeah.

Um, and then just being able to,
whether it's the first 30 seconds

of a call, the first sentence of
an email, um, make it very relevant

for that person and separate our.

From the rest of the market.

Right.

Um, you want to think about how
many people are reaching out to

Luigi and how do I separate myself
from the other a hundred BDRs

that are trying to get into Yeah.

Luigi: Your calendar.

Yeah.

But, but I think, again, I think,
and this is for, for, for everyone

listening to this episode, I
think this is awesome, right?

Because what you're saying is, as part
of your outreach strategy, you need to

be leveraging triggers and looking at
things that people might be, like you

said, funding raisers, if they're talking.

The particular problem or the
product or you know, using the

tools out there to then create a
reason to be reaching out to them.

So I just wanna go back, make sure
that we're capturing cuz this is gold.

So first things first, to level
up your outreach, build a cadence

that extends at least 16 touch ins.

Make sure it's an omni touch cadence.

Second look for triggers before
designing your outreach message.

And then leverage the channels
that you are strong at.

And if you are not strong at
certain channels, look to others

who are strong and get their skills.

Learn what they're doing, because if you
can then bring that into your kind of your

toolkit, all of a sudden your outreach
is just gonna go three or four times.

What

George: you currently doing?

Absolutely.

And then if you're stuck too, there's so
many resources on the internet, right?

Mm-hmm.

, I mean, everything that we learn.

Like a lot of what we're learning and
what I teach is like stuff that I've

learned from other great sellers around
great leaders I've had, but there's a

lot of resources on the web and then
the people that you can run into.

So what I've found is, , it's okay as
a business development leader to reach

out to another business development
leader at a similar company and reach

out and say, Hey, like, I'd love to
meet with you and learn about how

you got your organization from 200
to 250 people and what that was like.

Um, or you know, learn about some best
practices, some type of messaging.

Um, what are some subject lines that
are getting you the best open rates,

and it's okay to share those best
practices, and I think it's even

more acceptable in today's world.

, um, do that and leverage
resources within our network.

Um, yeah.

And things like LinkedIn, open
that up and make it so Well.

Yeah,

Luigi: and I'd love to know, cuz
obviously, you know, you're dealing with,

and I know about a recent account that
you've just landed, a massive, massive

global brand, which we also love, and
I'm not sure if we're allowed to talk

about it yet, George, but a massive
brand, um, which, which I also use.

Um, but I'd love to get your
insight on multi-threading because.

. Yes.

I often talk to sellers and
they're like, ah, I was chasing

that account, but the person said,
no, and it's gone to close lost.

And I'm like, what do you
mean it's gone to close?

Lost.

That's, that's, it's
such a big opportunity.

. It's the right icp.

They've got the problem.

One stakeholder said no to that particular
message, and now you are, you're marking

the whole account as closed lost.

Um, right.

Is multi-threading something
that you are te execute and if.

What's their strategy around it?

Crucial.

George: I mean, crucial.

And I work on our multi-threading
cadences and outreach, you know, week

over week to try to help improve it.

Um, I think it's multi-threading
is super important, whether it

is for prospecting, um, and, and
trying to get through the door of a

client to book a meeting with them.

Um, you know, for example, for us, we
might be speaking to a lot of end users.

We'll see a lot of
registrations from a certain.

In those cases, if the champions
and users aren't willing to help

us get to their leaders, um, you
know, it is absolutely encouraged

to multi-thread to decision makers.

Yeah.

Um, and when you're multi-threading,
you're targeting specific buyer groups

at those organizations with relevant
messaging that'll resonate with them.

Um, you know, so if I'm
multi-threading into a sales operations

department, we're talking about
our data enrichment capabilities.

Um, data syncing and, and getting
rid of duplicates within Salesforce

and helping clean that up.

Um, where if we're multi-threading
into marketing, it's more about list

building, uh, webinar targeting, um,
and being able to retarget companies

in at, at trade shows or events.

And I think a big thing with
multi-threading is the relevant

messaging for those persona.

. Um, and it can be done in, in many
different ways, can be done by the sales

people or marketing departments in kind
of your account based marketing campaigns.

Now, there's also massive aspect
that you mentioned about, which is

multi-threading into current opportunities
where you might be speaking with a

person that's, you know, even if it's
a decision maker that you thought of,

um, and you thought you've lost a deal.

I've learned from my experience that if
you're able to multi threat to the right

decision makers, And show them the value
that this tool will bring to their org,

uh, based on the challenges those personas
typically face, then you have a very

good chance of reviving that deal and
getting it in front of the right person.

Yeah, because what happens often,
many times, and you probably see

it a ton, is like we're playing
telephone with our champion and their

decision maker not truly knowing
where our opportunities stand.

Yeah.

Huge believer in multi-threading.

But I,

Luigi: and I love your description,
right, because this is where I

often see, and I've, I've been
guilty of this as well, right?

When I'm trying to multi-thread, but
I'm using a one, A one size fits all

approach with the messaging framework,
which doesn't work because ahead

of sales enablement has different
KPIs to a head of sales and rev ops.

And the salesperson, like, even
though there might be similar, their

core objectives are actually d.

Um, great.

And so if I'm going to those different
personas with the same messaging, to

some extent, I'm actually, I'm creating
a barrier for myself because the other

person's actually not engaging with
that particular message cuz they're

saying, this isn't relevant for me.

So I love your description about
making sure the message, when you're

multi treating is relevant to the
different persona, which is awesome.

George: It has to be a
a, a value touch points.

It can be a check-in.

Hey, I'm following up cause
I spoke with your team.

No, it's, Hey, I've been speaking to
your team and here's what I've learned

about, um, what you're going through.

And I wanted to share with you
how we can help you solve these

gaps by, you know, X, Y, and Z.

Yeah.

Um, so personalization, keep it short
because the higher you go, uh, the less

time you have to capture their interest.

Um, that, that time just takes
and takes and takes away.

Um, yeah.

But I.

You know, I, I, I think it's also
important for, you know, your, you

think about your account manager,
people managing accounts or people

that are customer success management.

Um, you know, your administrator
or your deal signer that signed

a deal a year ago might not be at
this company a year from today.

So it's always good to multi-thread
and know who are some other relevant

stakeholders at these organizations.

But it's also for growth
opportunities too.

Yeah.

So it's never ending, I
think with not be threading.

Luigi: Yeah, that's awesome.

And it's such great advice
here, Ryan, and I think we've

covered a lot of ground today.

We've covered the fact that having,
making sure we've got a modern tech

stack so that we can leverage data,
we can leverage tools to allow us to

execute that touchpoint of 16 at least.

So then having a cadence that's
extended over a period of time

using a a omnichannel cadence.

then multi-threading, getting
the right message, tailoring

it to the persona for both the
existing and net new opportunities.

So we've covered some awesome ground here,
and I think for most of our listeners,

there's some really good takeaways.

Um, just before we get to the point
where we, we we wrap up and ask, you

we're the best place to find you, I just
would love to know in your organization

right now, if you're thinking about
your top performing rep, what's one

thing they're doing differently?

That other people should be doing?

That's a great

George: question.

I think, you know, it, it
comes down to the grit, right?

Like you have to want this, you
have to want the self-improvement.

I think be open to coaching and feedback.

Um, I wasn't always as open to it, and
I honestly, I wish I was the young,

you know, a longer time ago because
I would've developed much quicker.

And I think for me, coming
from a, a traditional.

A car dealership where I had to sell a car
to get a paycheck, then go into tech, you

know, um, demonstrating value was a big
thing instead of selling on the product.

You don't need to be a product expert.

You need to be a great listener
that can unpack, um, and be able to.

Not say a single world about product, but
just really understand your customers,

what they're going through and how and
if you can actually help them out and

be a fist, you're not leading 'em on.

So I think it's like the self, right?

Like if the coach ability, the grit, the
positive mental attitude, the ability to

handle rejection, and also the ability
to believe in yourself and trust your

processes Because yeah, it, you can
be a really good rep, but you can go

through a rut of four to five days.

Everybody hanging up on you, no one
responding to you, not booking a meeting.

Yeah.

That's where you don't want to change
everything that you're doing that's

helped you be successful to that point,
but try to really understand what

are the gaps, and if there aren't any
gaps, let me just keep doing some of

my positive, repeatable processes that
have gotten me results in the past so I

can, I can get out of the scrub today.

Yeah.

Um, but I think it's, it's a lot, right?

Like this, this job can put a toll on you.

Yeah.

Um, I.

It, it's a lot of it's on yourself.

And if you can take on as much
accountability on yourself for better

improvement, um, you have to trust
that the business that you're in, the

company and your leadership team is
gonna put their best foot forward to

support you as long as that you're
fully invested in yourself too, mate.

Luigi: I, I, I, I love that man.

I mean, I, I think that's a great, that's
a great description of what sellers

can do today to become a high perform.

And that is be totally open, be totally
coachable, and really leverage the

opportunity that comes from learning.

Right?

And I think that's the key thing.

And know that you are right.

There's one thing that I've
learned in, in my career.

I've been doing this for 20 years
now, so I sound pretty old, right?

But.

I have Pete, I have moments
where it's like, fuck Yeah.

And then I have some really low moments
where I'm like, oh my God, this, this

career's kicking me in the stomach.

George: Right Steven?

Yeah.

You're questioning everything.

It's like, why am I doing
this ? Do I go back?

Gone?

Luigi: Right?

But the one thing that I've taken
off, I always take away from this,

is like the moments that I get kicked
in the stomach are the best moments.

Because it allows me to then
get up and grow and just build

another level of capability.

Right.

So I, I love your description there, mate.

So, but before we let you go,
George, where is the best place

for our listeners to find and

George: engage with you?

Yeah, thank you Luigi.

This has been amazing.

So LinkedIn obviously, um, I
think that'll be a great place.

Um, my LinkedIn to find me is chona.

I work at Lucia.

Um, I also, you can also find me,
you know, through my email, uh,

it's george dot ann lucia.com.

Um, and I'd love to chat
and connect at any time.

Just shoot me a note

Luigi: and I'm open to it.

Awesome.

And we'll definitely put in the show notes
where can find and engage with George.

We've got an upcoming webinar with
Lucia, which is gonna be awesome.

It's about, you know, how to actually.

How to build a process to help you
generate more from your outreach and,

and you know, full transparency, as
I said before, I've closed a lot of

business as a result of Lucia George.

So, mate, I just wanna say, not just
thank you to the founders of Lucia

that have made it in incredibly
easy for me to find my prospects and

engage with them, but I just wanna say
thanks mate, for the contribution you.

Um, and for the work that you're
doing in the sales community.

George: Appreciate it.

Thank you so much, and thanks
for having me here, Luigi.

It's been a pleasure and
I'm excited for a webinar.

Make sure you tune in.