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 were listening to bb revenue acceleration, a podcast dedicated helping software executives stay on the cutting edge of sales and marketing in their industry. Let's get into the show. I welcome to be to be a revenue acceleration. My name is already am with you and today we are recording what I guess I would call across Atlantic episode, where we have Joseph Graves, our ad of training and development eat operatics, representing the European side of our business, and Steven Chase, our sales development manager and also kind of sellers Operation Ninja, as I believe he likes to describe himself, dating from our Dallas Office, so representing the US side of our business and North America. How are you guys doing today? Very well, very well the dad. I've got some tea, so I'm doing okay, really good. Our discussion today will be about the difference. The difference is in prospecting in Europe versus, not America. But before we go into the conversation, can you guys just introduced yourself in a little bit more details to audience and and let's start with you, Steven, because I believe, Joe, you've already participated kid to some of our podcast yeah. Well, like Ray said, my name is Steven Chase. I'm in the Dallas Office for operatics. I'm one of the senior strs as well as kind of our sales operations lead. So I up a lot of our clients with some of the tooling, helping reps get quick up to speed with messaging and things like that. And I guess yeah, if you if you want to know a bit more about me, noise, go back and listen to the previous podcast of them. See You. My name is Joe Grieves, on the head of training and development here operatics, with operatics for five years. It was my anniversary the other week and yeah, really always enjoying it. It remind me to get you a beyond next time you are in your face, because I think I did miss your five year anniversary. So appologies about that. So I'm sure you will. So, as many of our listeners know, he are to paractics with your bought be to be software vendors with the cells development across multiple regions, so globally basically, and one of the question we often get asked is what are the differences between prospecting in Europe versus just not America. So I'd like to start with you, Joe, as you're representing the Ama side of our business and you know that the results have come Fraz in thema. So there is a little bit more complexity and and and culture and languages. So from your perspective, how is it like to do prospecting in the EMA? Good question. I think the challenge that we have in Europe is how do we adapt the operatics methodology to each country and the the cultural differences often mean that you have to use a different approach to cold outreach. Could be small things like how you actually address...

...someone, speaking casually or in a more formal manner, or bigger issues like the method and frequency of the outreach, like number of calls emails that are, I guess, acceptable. So yeah, a sales pitch as well. Something that might work in the UK might not be easily translated to French or German, for example. And tone, I think, plays a very important part in that. I think in the UK you can perhaps get away with a more abrupt or humorous styles, sometimes not so much in Germany, from what I'm told, and I guess if I was to rank the effectiveness of the different methods of outreaching Europe, I'd say calls are still the quickest and easiest way to create sales engagements. Emails still a very useful tool, but it needs to be done in the right way to stand out from the crowd. And, you know, social selling via platform cite Linkedin, I would say, would come in third place, as it depends on 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 everyone thinks their region is the toughest. I remember we had a French chap start not too long ago and he came to me after speaking to the team and he said a Joe, you know, I've been told it's much more difficult in front cours. It is. Well, I asked my response to him. I said, well, why don't you go and ask our sea and see what his response is, because he's probably going to tell you something different. That's how he made his day and come and, as may believe, it, thought that he definitely didn't. I'm sure will and but it's you know, people in Germany they say, I joe. You know, Germany's very, very tough, and I remember I went over to the US and they say, you know, joe its people in the US. They don't like cold out reach. And I think universal doesn't matter what country doing. And I think it's also true when you are doing in bond response measurement, when you are following up on leads, there is different there is different approache, there is different way to the prospect likes to be engage with. Probably more formal in centrally Europe, less formally tea in the UK, maybe more to the point. In the UK people don't waste time southern Europe with the Latins of French Spanish telly. And it's about building relationship. And what I think I see a lot from a despect even having done the job myself, is the is those the sequence got to adapt. So in France you probably would do more calls than emails because people tend to be more responsive to the fun, the fun and and you know, having multiple conversation was the same prospect. He's building up a relationship and they might not give you what you want but they will give you the name of a culligue. That may give you what you want. So you know that that...

...in some red generationship building is walking. In some Mosai is not walking as much. Now I totally agree with you. So, Stephen, I guess from from from listening to what Joyce saying, you will find some difference between between which you just and obviously the US territory. So could you please show your sults on what's walking in the US from your perspective? So I guess anybody who knows me it operatics, knows that email was my like, that was my thing and pre covid it was pretty strong. I used to set quite a few sales engagements via cold outreach via email. But having to adapt with everything that's been going on and looking at data from companies like hub spot and sales often things like that. I mean calls or call connection rates through up sixty percent, whereas email responses or email sends are higher than ever, but email response rates are down twenty six percent. So it's like you have to figure out where you're going to create a happy medium. So using some of the People in my network for coaching and things like that. Justin Michael, who has been on the podcast before. He has a method called Combo prospecting, which is kind of what I've started developing and using, and it's a series of triple, triple touches for cold outreach, so phone, voice, mail, email, back to back to back. But it's constantly building value. So what you're doing is laying bad chromes for the prospect to follow, to hear the message in different ways each time to ultimately either get them to tell you no or yes or give you a referral. So it's just trying to ignite a response out of somebody, and that methods a little aggressive in terms of how often you're reaching out, in terms of 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 outreach. Sorry, that was I use the bad word, my bad. Cold outreach via the phone has actually been my strongest point going into the pandemic actually. But with the US I think it's a little different because you have to differentiate yourself from the people that are constantly cold calling or yeah, cold calling people in the sense of the word that most people associate with cold outreach. So like your telemarketers and things like that. You have to differentiate yourself. Like the yesterday I was on the phone with the prospect. He answered the phone and questioningly said hello, and I was like, Hey, is this Soandso, and he's like, it depends who's this, and I was like, Hey, I I'm not a debt collector, but unfortunately this I am. I'm am calling you out of the blue. So if you have like thirty two seconds, I'd love to at least tell you why I was calling. And every time I use that opener it gets people to laugh and then let me have a conversation with them and then we go on. Difference, as I think you know, it's it's not just a covid adaptation. You mentioned that at the in the opening. From a perspective, you also need to change the way you you do the outrage depending on the type of person you are prospecting. Right. So if I'm going to...

...go and sell to a sales person or seals leader or marketing leaders, people at a I'm going to make a massive cliche here, but maybe a little bit more the outgoing type of people, I would definitely put a little bit of him in my approach. I'll definitely try to, you know, make the atmosphere a little bit cooler for everyone and, you know, make them feel comfortable with me in a way. It's got to be smart. It doesn't, you can't, you know, you can't go like to cliche. Is got to be and it's got to be genuine. You know, it's got to be a genuine approach, where usual you are relatively relaxed about the approach. And and then, I think, when you are going to do function, you've got to tell them very quickly why them? You know why? Why? Why did I want to engage with you, which is kind of buying you. The next stis goes to one minutes to them tell them what what you want about and what you think you can change their the current situation and all that. But I think it's you know, obviously today is speaking about the difference between North America and Europe, and there is plenty, because culturize fundamentally different. The way of doing business is pretty much the same, but people are buying in a different way. I also think that, based on the level of person and the function and what did was a title. They also have is a different medium to engage with them. There's defriend Dape of psychology being the engagement. Speaking about that, you know, I'd like to I'd like to ask to gaze if you've got to say if you've seen any unusual prospecting tactics that have walked well in the past and you know that you been it would be off sharing, that would be off sharing with audience. Yeah, for sure. A lot of the stuff that I think both me and Steven find it isn't things that we've kind of come up with ourselves. Both both of us are guests. So what you're called sales and nerves. So we we follow a lot of kind of sales leaders on Linkedin and we still a lot of stuff from people that tell us what's working for them. And well, the thing that's worked very recently, which I was certainly surprised about, was being honest with people about what this is and using that kind of dirty word, that cold call, because you know these people who were speaking to, they get hundreds of course around the month and you do this kind of weird dance at the beginning where you introduce yourself, you make sure they're the right person and then there's that kind of weird lurch into okay, now I'm going to pitch you. What we found to be working recently is just being honest. So people saying that this is cold. Cool. Can you give me thirty seconds to tell you why I think we can benefit your come and the response to that as being really incredible. People usually laughs and they say yeah, sure, and it gives you that permission to pitch and and and also can take a break. Yeah, any time. But you see a thing for me, for me, this is a this is critical. It's about you know that turnus to partial always work for me. Well, I said go to people as look, I've actually and picked you. He said that I'm curding you out of fully that I pull from...

...discover that orgain. I'm going to meet the same pitch as you as I've done with the tails or thousand people at a spoke to before you and my manager told means the number a game, and my manager told me that if I speak to if I do a hundred and twenty calls today, I will speak to five of you and one of you will say yes to me. You know, it's not truly and I think that's maybe some sometimes why the cold caller not test? And also there is nothing more frustrating that someone could call you and they cut they don't tell you why. You know, they just eat excited, go on and on alone and the speak and the speak in your waiting is okay. What, what is it you know? Because let's go to the point of telling me. What are the screw reason why I should take a meeting with you? With all the screason why you think you can benefit me? Show me that you've researched me, show me that you're unders on my role, show me that yournder on my challenges, and I'm going to give you the time. You'RE gonna get a meeting with me if you're relevant, you know, I don't care, but because we want to discuss further. But if you are just cool calling me and I know that you're gonna trade, what the only thing you're going to try to do is to give me a pitch without knowing why I am, without you even check me out. You don't know what my background is, but you can speak about my challenge. is thinking that you know everybody's the same. This is poor and this is what I'm really losing patients with people you know. I know my name is Ahnia. Do you have five minutes today? No, I don't, because you know you speen the wrong question. What you should tell me is say, Hey, you know, my name is Joe and look, really appreciate this is a called cold, but research and I think I've got something to deliver to you. In fact, I've got a beliefs for a reason why I think we should take a meeting together, because I think we can benefits around some issues I believe you are facing. So from my experience and working with people like yourself and doing my research on you, I believe that you may be so far from this, that, that and that. Well, as an organization, this is what with one line or two line, I don't go into details. And you know, based on the street changes that are discussed, on average, the value at all. You know average clients we get. Is this, that, that and that. Now you are telling me if this is the moving the needle or not for you. If it's moving the needle and you think it will help you to look better on your organization or that actually fighting a battle that you've got in your agenda, let's go and get a meeting. If you tell me, look too busy at the moment. Got This God, that don't have the time to speak to you and, quite frankly, won't move the needle. The shoe is not the stone is not beg enough in my shoe. So you know, saving me five million is nothing for me because I'm just such a bidog getting big organization that you know it doesn't mean nothing. It's not for spending one hour with you, then I'll leave you a lot. But being able to articulate that quickly, having done your research, being able to address the person that you are taught. You may not be that direct, but yeah, appreciate Stephen. What about you? Any unusual technique? Anything that made you smile? Love crapy, I mean I I do weird things in my cold outreach, especially with my my emails. I mean I've I've learned from from one of my coaches visual prospecting. Justin Michael had a huge Webinar on this. Ven Diagrams, like if your tool consolidates other...

...tools within their text act, you can make like three concentric circles and which tools would go on the outside and then yours in the middle, just to kind of send is like a reply to your thread, to give them like a visual perspective of like hey, we're going to take all these tools and put it into one place. Type of thing is good. Katerina actually tagged me in a post the other day again from Justin Michael. He's all over Linkedin, apparently, but he had somebody that had reached out to him and told him that they just facetime 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 via facetime as a part of like one of his methods, like in his triple outreach. So like he he said, because I know the guy but he's Batman at this point, I can't say who he is, and he called them, got red buttons so like forwarded automatically and then he called him right back on facetime and the guy picked up and was like Oh, what do you want? Like but that. I think those two are the biggest things that I've seen recently that it's become fraid out of a ure. I telliver, I think that's that's a really bit int resive. But you know, why not? If it worked? Yeah, I think we know we always have to think about the customer. I experience as well, from my perspective as well. I think you know that. You know, don't get a conversation. Don't try to convince someone to buy something they don't need. I think it's a simple as an of the day. You know, you just got to do your work and manage to speak to the do your qualification at the company level, qualification at the accord at the contact level. If you speaking to the right company and 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 world, that I can do for you. Make them travel and dreaming a Disney movie. You know, you've got like a you've got you've got the the old world and the new world and all that. But yeah, I think the face same thing. A bit be store preserve, but to me. But I guess you know, if it's someone who's got something good to tell you, you'll be like worker. Well, you've been persistent and you've been good when you spoke to me, but I think if you do that and you are not good when you speak the individual, you've got my great, great great that one. Yeah, I don't think it's, you know, from a brain perspect you, I don't think a lot of our clients will support that if we are not having a killer pitch and something to deliver of, you know, very tangible value can of lust. Question for you is, and coming back a little bit to Covid, and we don't shower you all fed up with them, fed up with it, but is there anything that you think has changed drastically? I mean you covered some of it, Steven, already, in some of our adapted but but you think there is anything that have changed drastically in our teams prospection, if our door, any KPA that you've seen changing and you know any in the adaptation? Basically, are you gears? I've been from. Think probably it's the response. Obviously people working from home, they're more likely to pick up the phone or look at...

...their emails. So that has been an uptick in response. It's added another objection that we have to handle, which is, Oh, you know, covid kind of put everything in spanner in the works, if you like, but it's also been a great kind of instigator for a lot of conversations, particularly where technology has been a massive, massive support in these kind of remote working times. I guess it's it's how do you how do you adapt your message to to what's actually going on in the world and why it's more relevant? Ever, that doesn't work for all everything, of course, but it's kind of the response to certain technologies has been increased based on the need for it. I guess makes sense. Makes Sense. What about your St if I think it? This is just for me personally, but I think as my prospecting change, I got more at targeted. So in terms of like the level 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 prospects down the bread crumbs. I think in terms of my overall volume of prospects that I'm reaching out to on a daily basis might be a little bit less, but the conversations are much better. And then I've also I've also taken a multi threading approach. So, like, for the particular client that I'm working for right now is focused on hiring thing and things and with their with their tooling. So I've been going out and reaching out to hiring managers within organizations to see if there's any bottlenecks on their ends that I could ultimately take to the talent groups and basically going with a warm conversation instead of a cold, appear cold conversation. So I think that's if that's the one thing I could suggest to anybody is find out who could else but could potentially be an outlier in terms of benefits from your solution and thread those people into the conversation, but change your messaging to what they would potentially be seeing. Shup. That makes sense, but I think, I think you're right. I mean time of volumes, you know, average clients of probably seen around thirty to fouty pills and of their addressable market not being addressable anymore. You know, you'd have the like of American now lines, British always a false so so l not the doing great at the moment. We didn't really want to invest into new stuff. If it's not the mess stuff, then you would have obviously your dertel chain being d was saying what took US twelve months to build to six months to absolutely destroy, and then obviously they're not doing very well at the moment and all that is. You know, even companies like Hugle, you know they must have had suffered relatively from from the makes. I think it is a lot of verticles that have suffered so much that they are difficult to address now. So added the prime target that you want to go after, when you know that they maybe they may, they may suffer from budget fres and stuff...

...like that, probably not. So with what you've got left, you've got to be more. I can't based driven. You've got to be smart, you've got to do your research, you need to make sure that when you engage with people, you are convince yourself that you know you have a killer message deliver to them, because if you don't have we weight would you engage with them in the first place? And and I think you know, to your points. Even in a way, I think he's kind of normal to have less activity. But I think less activity is not an issue because I never saw that what we do is a volume game. Always so that what we do is a quality game. It's about it's about what you can bring to people and it's about having, you know, what I would say, smart conversation with the prospect and and the prospect saying no and articulating why it's a no is as valuable as a prospect saying yes. Of course the cell steam may not agree with that, your clients may not agree with that, but from a perspective, is job done. If you don't, that account is a no go. It's so no go. Let's move on to the next one. Great, so so. Yeah, I think. I think sometimes less. Let's see small in the in my perspective, if it's if it's if it's a small approach. Now we getting to the end of the PODCAST, guys. So if anyone wants to get in touch with you, was to was the best way to get to Lod of you guys? Primary on Linkedin. Should you message graves simple? What about your Steve? And I'm sure you use Linkedin as whatever, famunts. Oh Yeah, I've definitely use linkedin. My My link is backslat or forward slash, the sales weasel, and then I also have a branded email that you could reach me out at. Is the sales weasel at gmailcom. All right, says whizzles. Thank you very much for that. Well, guys, it was an absolute pleasure to have jam the bus gets to the great convuls station. Thanks for your inputs and, yeah, again, great to have young. This was a thank you very much. operatics has redefined the meaning of revenue generation for technology companies worldwide. While the traditional concepts of building and managing inside sales teams in house has existed for many years, companies are struggling with a lack of focus, agility and scale required in today's fast and complex world of enterprise technology sales. See How operatics can help your company accelerate pipeline at operatics dotnet. You've been listening to be tob revenue acceleration. To ensure that you never miss an episode, subscribe to the show in your favorite podcast player. Thank you so much for listening. Until next time.

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