B2B Revenue Acceleration
B2B Revenue Acceleration

Episode · 1 year ago

86. How Sales Prospecting is Different in Europe vs. US w/ Stephen Chase and Joe Grieves

ABOUT THIS EPISODE

People in distinct regions tend to respond differently to prospecting efforts.

Digging deeper into the differences between sales prospecting in Europe and the U.S. are Operatix’s Sales Operations Lead, Stephen Chase (Texas), and Head of Training & Development, Joe Grieves (UK).

We chat about the intricacies of prospecting in Europe and the U.S., 3 unique prospecting methods to try out, and changes in sales prospecting due to the pandemic.

Connect w/ Stephen on LinkedIn or email thesalesweasel@gmail.com. Connect w/ Joe on LinkedIn.

To hear this interview and many more like it, subscribe to The B2B Revenue Acceleration Podcast on Apple Podcasts, on Spotify, or on our website.

You're listening to be to B RevenueAcceleration, a podcast dedicated helping software executives stay on thecutting edge of sales and marketing in their industry. Let's get into the show, I welcome to be to be a revenueacceleration. My name is Olyam with here and today were recording what Iguess. I would call a cross Atlantic Episot, where we have Josef Graves of training and development inAtoporatics, representing the Europe, an side of our business and Stepen Chas,or sells development manager, and also kind of sees operation n Inja as a believhelikes o describe himself dating from All Dallas Offic, O representing the USside of our business in North America. How are you guys doing today very well,Ver WANL, O Dad I've got some tea, so I'm doing okay, pretty good. Our discussion today will be about thedifference. The differences in prospecting in Europe- THA's, just notAmerica, but before we go into the conversation, can you guys justintroduce yourself in a little bit more dital, so augience? And, let's startwith you steven, because I believe Jo you've already participat kid to somemuffle podcast yeah well, like Ray said, my name is Steven Chase, I'm in theDallas Office for Operatics, I'm one of the senior SDRs as well as kind of oursales operations lead. So I help a lot of our clients with some of the toolinghelping reps get quickup to speed with messaging and things like that, and I guess yeah, if you, if you want to know a bitmore about Meu, can always go back and listen to the previous podcast. I wason Seein my name to Jo Greeves Ron, the head of training and development, heroperatic so been with oppractics for five years. It was my anniversary, theother week and Yeah Weallyi always enjoying it. It remaind me to get you a beon next onyour in Yourfis, because I think I did miss your five yearold Anevosra, soaprogis about that. So I'm Sur, you will so, as many of ourlisteners know, eatoporitics, we support be to be softar vendols withthe cells development across multipole regions. So globally. Basically- andone of the question we often get asked- is what the differences betweenprospecting in Europe thes Justo North America, so I'd like to start with Yugoas Youare representing the MMA side of our business and- and you know thereserts of Com fresin TEMMEA. So there is a little bit more complexity andculturing languages. So, from your perspective, how is it like to doprospect me in he MMEA A good question? I think the challenge that we have inEurope is had we adapt the operatics methodology to each country and the the cultural differences ofte Mein thatyou have to use a different approach to cold out. Reach could be small thingslike how you actually address someone...

...speaking casually or in a more formarmanner or bigger issues like the method and frequency of the outreach like anumber of cool emails that are, I guess, acceptable so yeah sales pitchures well, somethingthat might work in the UK might not be easily translated to French or German,for example, and town, I think, plays a very important part in that. I think inthe UK you can perhaps get away with a more abrupt or humorous styre,sometimes not so much in Germany. From what I'm told- and I guess if I was to rank theeffectiveness of the different methods about reaching Europe and say coolls, a still the the quickest and easiest wayto create sales, engagements email still a very useful tool, but it needsto be done. The right way to stand out from the crowd- and you know social selling, Byapatcorm site Tingtin, I would say, would come in third bace as it dependson the person you're reaching out to being a an active user on the platform.There are exceptions to that, of course, and depends on individuals preferences. One thing I would say is that everyonethinks their region is the toughest. I remember we had a French chap start nottoo long ago, and he came to me after speaking to the team, and he said, OhJoe, you know I've been told it's much more difficult in Coss. It is well II.My response to him, I said: Well, why don't you go and ask Ar see and seewhat his response is, because he's probably going to tell you somethingdifferent, that's how he made Thi and come and ask me believe it on that. Hedefinitely didn't. I'm sure we didn't and NBUT it's. You know people in Germany.They say. Oh Joe, you know Germanyis very, very tough, but I remember I wentover to the US and they say you know jodes people in the US. They don't likecolld out Rhich and I think kon of universal. It doesn't matter whatcountry you oin and I think it's also true when you are doing in bondresponse management when you are fowing up on liads. There is different: There is different PROJ. There isdifferent way the prospect likes to be engaged wit, probably more formal insome fror Europe, less formerly tin, the UK. Maybe more to the point in theUK people don't waste time, O Soutin Europe ecause the lettings of FrenchSpanishatary, an is about building relationship and what I think is see alot from Ma, ostic enavhing don o. The job myself is the ISORTHE equence gotto adapt. So in France, you probably would do more couse an emails, becausepeople tend to be more responsiive to the fun. The Fun and- and you know,having Mulkipol conversation with same prospect is building up e relationshipand they may not give you what you want, but they will give you the name of acolleague that may give you what you want. So you know that that in someorigion relationship building is...

...wolking in Somosa is not working asmuch. I totally agree with you, so so Steven Iguess from from listeningto what Jow is saying you will find some difference between between whatyou just adden and obviously the US territory. So could you pleasshare yoursouts on what's walking in the US from your pespective? So I guess anybody who knows me atoperatics knows that email was my like. That was my thing and pre covid. It waspretty strong. I used to set quite a few sales engagements to be a cold out,reachv email, but having to adapt with everything. That's been going on andlooking at data from companies like hub spot and sales loft, and things likethat, I mean calls- are call connection rates are up. Sixty percent, whereasemail responses or email sins are higher than ever, but email responserates are down twenty six percent. So it's like you have to figure out whereyou're going to create a happy medium. So using some of the people on mynetwork for coaching and things like that, Justin Michael, who has been on thepodcast before he has a method called commo prospecting which is kind of whatI've started developing and using, and it's a series of triple tripletouches for Col that reach so phone voicemale email backd to back to back.But it's constantly building value. So what you're doing is laying breadcrumbs for the prospect to follow to hear the message in different ways eachtime to ultimately either get them to tell you now or yes or give you areferral. So it's just trying to ignite a response out of somebody and thatmethods a little aggressive in terms of how often you're reaching out in termsof doing your triples and things like that. But with the aggressiveness also,like I said, comes with different levels of value being built now. For me,cold calls are cold out reach. Sorry that was, I used the bad word. My bed cold outreach via the phone hasactually been my strongest point going into the pandemic actually, but with the US. I think it's a littledifferent because you have to differentiate yourself from the peoplethat are constantly caled, callr yeah cold, calling people in the sense ofthe word that most people associate with Col thout reach. So, like yourtelemarketers and things like that, you have to differentiate yourself like theyesterday. I was on the phone with he prospect. He answered the phone andquestioningly said hello, and I was like hey: is this so and soand he's like it depends who's this and I was like Hey, I'm not a debtcollector, but unfortunately this I am, I'm am calling you out of the blue. Soif you have like thirty two seconds, I'd love t at least tell you why I wascalling and every time I use that opener it gets people to laugh and thenlet me have a conversation with them and then we go on different ISN. Ithink you know it's. It's not just a Covi adaptation. You mentioned that inthe opening fom a perspective, yours need to change the way you do theOutridge, depending on the tape of...

...person. You are prospecting right. Soif I'm going to go and sell to a Sidsperser, no Selis, veader ormarketing Liatlerso people that I'm going to make a massive clishe here,but maybe a little bit more the outgoing type of people, I woulddefinitely put a little bit of Himor in my approach. I definitely try to youknow, make the atmost fair little bit coolerfor everyone, and you know Mak make them feel confortable with me in a wayhe's got to be smart, he doesn't you can't. You know you can't go like tocliche. HES GOT TO BE AAND is got to be genuine. You know it's got to be agenuine approach where you Shuwad Youre, relactively, relaxed about the approachand, and then I think, when you are going to Tdosfunction, you've got totell them very quickly. Why them? You know hy, why? Why did I want to engagewith you which is kind of Baing you, the NEX sorty Sagons, to one minute tothen tell them what you awn about and wher? You think you can change theirthe current situation, all that, but I think it's you know obviously,today speaking about the difference between North America and Europe, andthere is plenty because scurture is fundamentally different. The way ofdoing business is pretty much the same, but people are bying in a different way.I also think that, based on the level of person and the funion and what DDwas a title, they also is a different medium to engage with them thelsusdifferent type of psychology, Beyind, the engagement speaking about that. Youknow I'd like to I'dlike to ask you guys if you've got SA Shes, youshoul've seen any unusual prospecting tactics that have walked well in thepast, and you know that you believe would be worth charing. There would bewatth sharing with audience yeah. For sure I mean a lot of the stuff that I thinkboth me an steman find it isn't things that we kind of come up with ourselves,both bed versagets to what you call sales nert. So we we follow a lot ofkind of sales leaders on Onlintin and we steal a lot of stuff from peoplethat tell us what's working for them and one thing: that' workd veryrecently, which I was certainly surprised about, was being honest withpeople about what this is and using that kind of dirty word that Coco, because you knowthese people whoy were speaking to they get hundreds of courts throughout themonth, and you do this kind of weird dance at atthe beginning, where you introduce yourself, you make sure they're theright person and then there's that kind of weird lurch into okay. Now, I'mgoing to pitch you, what we found to be working recently is just being honest:It people saying that this is col cool. Can you give me thirty seconds to tellyou why I think we can benefit your come e response to that as been reallyincredible, people usually laugh and they say yeah sure, and it gives youthat permission to pitch and also kind of take a breatyear. Take you time, but you see a thing for me for me, this is this. Iscrity callits about you know that tonnes te porsial is work for me wellsaid good to people as look I've actually and Pickyou is othatI'mcurding you, Otto Folitat, a pull...

...from this coverthat o gain, I'm goingto vomit the same pitch as you as I've done with the TERROSR thousand peopleat Tu, Spook to be efore. You and my manager Otor meeds to number a game andmay manageer to me that if I speak to, if I do, Honder and twenty calls todaywell speak to five of you, and one of you will say yes to me, you know it'snattually and I think thats, maybe SOE. Sometimes why the COL Coro, notones andalso there is nothing of frustrating that someone called call you and theycu. They don't tell you why you know they just it's acag Gon and Al Anan. I speaking this speakin your waitis. Okay. What what is it? You know, because let's go to the pointof telling me what other thre reason why I should take a meeting with youwithout the preason, where you think you can benefit me. Show me that you'veresearched me show me that Youn Deson, my role, show me that Jon do some madchallenges and I'm going to give you the time you're going to get to meetingwith me. If you're event, you know I don't care, but because we want todiscuss further. But if you are just cool culling me- and I know that you'regoing to trait what the only thing you're going to try to do is to give meyour pitch without knowing why Yi am with you've even checked me out. Youdon't know what my background is, but you're going to speak about mychallenges. thinking that you know everybody is the same. This is poor,and this is why I'm realy using patience with people. You Know Ilow, myname is Lalia. You have five muutes today. No, I don't because you know youpe the ONL Wesi, which you should tell me a say: Hey, you know. My name is Joeand look aready appreciate. This is a cor call Ba Resoarchyo and I think I'vegot something to the river to o. In fact, I've got. I believe for reasonwhy I think we should take a meeting together, because I think we can benefit aroundsome issues. Hat believe you are facing. So from my experience and walking withpeople like yourself and doing my resuarch on you. I believe that you maybe so far from this that that and that well an organization. This is wot wit,one line nor to Li, no don't go into he details and you know, based on thesetre hanges, at a discuss on average, the valuatof you know average clientswould get. Is this that that and that now you are telling me if this is themoving the needol or not for you if it's moving the needle and you think itwill heve you to look better on your organization or that actually fightinga Bat Oll that you've got in your agenda. Let's go and get a meeting. Ifyou tell me, look too busy at the moment got this, got that don't havethe time to speak to you and, quite frankly, won't move the needoll. TheSho is not the Stons, not big enough in my shoe. So you know, saving me fivemillion is nothing for me because I'm just such Bidogin, big organization,that you know it doesn't mean nothing o start for spending. When I war with you,then I leave you not but being able to articulate that quickly. Having doneyour research being able to address the person that you are Tal, you may not bethat direct, but yea appreit Steven. What about you any any unusualtechnique? Anything that made you smile, Love Cra. I mean I do weird things inmy coll that reach, especially with my my emails. I mean I've learned fromfrom one of my coaches. Visual prospecting. Justin Michael, had a hugeWebinaur on this ven diagrams, like if...

...your tool consolidates other toolswithin their text, eck you can make like three concentric circles and whichtools would go on the outside, and then yours, in the middle, just to kind ofsend, is like a reply to your thread. To give them like a visual perspectiveof like hey, we're going to take all these tools and put it into one place.Type of thing is good. Caterina actually tagged me in a post the otherday again from Justin Michael He's all over linked in apparently, buthe had somebody that had reached out to him and told him that they justfacetime dropped into the president of a company's phone and for cold outreach and got him on facetime and ended up scheduling a meeting with him viafacetime, as a part of like one of his methods like in his triple outreach solike he, he said because I know the guy but he's bad man. At this point I can'tsay who he is, and he called him got red button so like forwardedautomatically, and then he called him right back on facetime and the guypicked up and was like. Oh what do you want Ibut? That I think those two arethe biggest things that I've seen recently t to be contredent about whatyou cul Atelli, think thatthat's ibiresive. But you know why not if itwalked. I think we always have to think aboutthe customer experience as well from Y Pespectiveas, for I think you know that you know don't get a conversation. Don't try toconvince someone to Ba something they don't need. I think I's a impls, a youknow the day. You know you just got to do your work and manage o speak to thedo your qualification at the compan level qualification at tea at at thecontact level. It's just Peking, the right company, an the right person,tell them what you think you can do for them tell them. You know, I believe,that's your situation in this and that- and this is the new all that I can dofor you- make them travel and dream in a disnay movie. You know you've gotlike a you've got, you've got the you dward an the new world and all that butyeah, I think the face same thing ould be l, be sure Po Serv, but to me, but Iguess you know if it's someone who's got something good to tell you you'll,be like we, okay, well, you've been persistent and you've been good whenyou spoke to me, but I think if you do that- and you are not good when youspeak the individual, you got Ra great great r. That one yeah- I don't thinkit's you know from a brand ofpectore, don't think a lot of our clients willsupport that if we were not having a killer pich an a something to delive ofof you know very tengple value can of les question for you is, and comingback little bit to Covi Tei Sua youall fed up with an fell up with it, but isanything that you think has changed drastically? I mean you covered some ofiteven already in time of how you've adepted, but you think there isanything that have changed trastically in our teams, prospection effort or anyKPA that you've seen changing and you know any an adaptation, basically at Yoguys have been through think probably it's the response. Obviously, peopleworking from home they're more likely...

...to pick up the phone or look at theiremails. So tit has been an uptaken response. It's added another objectionthat we have to handle, which is. Oh, you know covids kind of put everythingin spanner in the works if you like, butit's also been a great kind of instigator for a lot of conversations,particularly where technology has been a massive massive support in these kindof remote working times. I guess it's it's. How do you have you adapt your message to to what's actually going on in theworld and why it's more relevant canever? That doesn't work for alleverything, of course, but it's kind of the response to certain technologieshas been increased based on the need for it. I guess make sense, Ake Sense. What aboutYoustif? I think it. This is just for me personally, but I think, as myprospecting changed, I got more targeted, so in terms of like the thelevel of people that I was reaching out to, I wouldn't say I'm doing less calls, but I'm doing more touches. Overall,since I'm focusing on tripling, like I said, leading the leading the prospectsdown, the bread crumbs, I think in terms of my overall volume of prospectsthat I'm reaching out to on a daily basis might be a little bit less, butthe conversations are much better and then I've also I've also taken amulti threading approach so like for the particular client that I'm workingfor right now is focused on hiring thing and things an with their withtheir tooling. So I've been going out and reaching out to hiring managerswithin organizations to see if there's any bottle NEX on their ends that Icould ultimately take to the talent groups and basically go in with a warmconversation instead of a cold uphure cold conversation. So I think that ifthat's the one thing I could suggest to anybody is find out who Gilsu couldpotentially be an outlier in terms of benefits from your solution and threadthose people into the conversation, but change your messaging to what theywould potentially be seeing Shuw that makes sense y. Ah, I think I thinkyou're right a meain time of volumes. You kno AL verage clients are proablyseen around thirty to forty percent of their addressibble market, not beingaddressable anymore. You know you have the the like of American Airlines,British Aways, a OLS, so so thealiaw they doing great at the moment. Do theyreally want to invest into new stuff? If it's not a mess stuff, then you haveobvios your dotel Shan Lbndwas saying what took US twelve months to build,took six months to absolutely destroy and then obviously they're not doingvery well at the moment, and all that is you know even companies like Uga,you know they must have a afelt ratively from from antemix I thin.There is a lot of theaticoes that have Avsofeld so much thatth there difficultto address now. So other the prime taget that you want to go after whenyou know hat they, maybe they made the...

May suffer from budget Frez and stufflike that, probably not so, with what you've got left you've got to be more.I Com base driven you've got to be smart. You've got to do your research.You need to make sure that when you oungage with people, you are convinceyourself that you know you have a killer message: Tho leve out to them,because if you don't have whe, would you ongage with them in the first place? And- and I think you know to yourpoints even in a way- I think it's kind of normal to have less activity, but Ithink less activity is not an issue because I never sow that Wut. We do isa volume game Alwea, so that what we do is a quality game. It's about it's about, WHAC! You canbring to people and it's about e thing. You know what I would say. SmartConversation with the prospect, a d and the prospect saying o know anarticulating wide so know is as valuable as a prospectsaying. Yes, ofcourse, the SEL steam may not agree with that. Your clients may not agreewith that, but from a Pospectivis job done. If you know that account is a nogo, it's letter go let's move on to the next one gright, so so yeah. I think Ithink sometimes less less hes more. I in my pospective, if it s, if it's asmalt approach, now we get into Jon of the podcast guys. So if anyone wants toget in touch with you, Wa to was the best way to get to Loveo you guysPrimor Linkein. Should you matture grave simple? What about you Sevand,I'm sure you use Lintin as Wita Amont, Oh yeah. I've definitely use linked in my link is backslat or forward h the sales weasl,and then I also have a branded email that you coun, reach me out at is thesales weasel agmailcom all right says we al. Thank you very much for that Werguys. It was an absolute pleasure to have youn the buscet wo a great convartstation, thanks for your input and yeah again great to have younder Shos athank you. Ror emuch operatics has redefined the meaning ofrevenue generation for technology companies worldwide, while thetraditional concepts of building and managing inside sales teams in househas existed for many years. Companies are struggling with the lack of focus,agility and scale required in today's fast and complex world of enterprisetechnology sales. Seeow operatics can help your company accelerate pipelineat Operatics, dot net you've been listening to B, to b revenueacceleration to ensure that you never miss an episode subscribe to the showin your favorite podcast player. Thank you so much for listening until nexttime.

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