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 andmarketing in their industry. Let's get into the show. I welcome to beto be a revenue acceleration. My name is already am with you and todaywe are recording what I guess I would call across Atlantic episode, where wehave Joseph Graves, our ad of training and development eat operatics, representing theEuropean side of our business, and Steven Chase, our sales development manager andalso 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 businessand North America. How are you guys doing today? Very well, verywell 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 inprospecting 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 audienceand and let's start with you, Steven, because I believe, Joe, you'vealready participated kid to some of our podcast yeah. Well, like Raysaid, 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 operationslead. 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 moreabout me, noise, go back and listen to the previous podcast of them. See You. My name is Joe Grieves, on the head of trainingand development here operatics, with operatics for five years. It was my anniversarythe other week and yeah, really always enjoying it. It remind me toget you a beyond next time you are in your face, because I thinkI did miss your five year anniversary. So appologies about that. So I'msure you will. So, as many of our listeners know, he areto paractics with your bought be to be software vendors with the cells development acrossmultiple regions, so globally basically, and one of the question we often getasked 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 Amaside 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 theEMA? Good question. I think the challenge that we have in Europe ishow do we adapt the operatics methodology to each country and the the cultural differencesoften mean that you have to use a different approach to cold outreach. Couldbe small things like how you actually address...

...someone, speaking casually or in amore 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 UKmight not be easily translated to French or German, for example. And tone, I think, plays a very important part in that. I think inthe 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 guessif 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 theright way to stand out from the crowd. And, you know, social sellingvia 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 activeuser on the platform. There are exceptions to that, of course, anddepends on individuals preferences. One thing I would say is that everyone thinks theirregion is the toughest. I remember we had a French chap start not toolong ago and he came to me after speaking to the team and he saida Joe, you know, I've been told it's much more difficult in frontcours. It is. Well, I asked my response to him. Isaid, well, why don't you go and ask our sea and see whathis response is, because he's probably going to tell you something different. That'show he made his day and come and, as may believe, it, thoughtthat 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, verytough, and I remember I went over to the US and they say, you know, joe its people in the US. They don't like coldout reach. And I think universal doesn't matter what country doing. And Ithink it's also true when you are doing in bond response measurement, when youare following up on leads, there is different there is different approache, thereis different way to the prospect likes to be engage with. Probably more formalin centrally Europe, less formally tea in the UK, maybe more to thepoint. In the UK people don't waste time southern Europe with the Latins ofFrench Spanish telly. And it's about building relationship. And what I think Isee a lot from a despect even having done the job myself, is theis those the sequence got to adapt. So in France you probably would domore 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 butthey will give you the name of a culligue. That may give you whatyou 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 withyou. So, Stephen, I guess from from from listening to what Joycesaying, you will find some difference between between which you just and obviously theUS territory. So could you please show your sults on what's walking in theUS 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 itwas pretty strong. I used to set quite a few sales engagements via coldoutreach via email. But having to adapt with everything that's been going on andlooking 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 responsesor email sends are higher than ever, but email response rates are down twentysix percent. So it's like you have to figure out where you're going tocreate a happy medium. So using some of the People in my network forcoaching and things like that. Justin Michael, who has been on the podcast before. He has a method called Combo prospecting, which is kind of whatI've started developing and using, and it's a series of triple, triple touchesfor cold outreach, so phone, voice, mail, email, back to backto back. But it's constantly building value. So what you're doing islaying bad chromes for the prospect to follow, to hear the message in different wayseach time to ultimately either get them to tell you no or yes orgive you a referral. So it's just trying to ignite a response out ofsomebody, and that methods a little aggressive in terms of how often you're reachingout, in terms of doing your triples and things like that. But withthe aggressiveness also, like I said, comes with different levels of value beingbuilt. Now, for me, cold calls are cold outreach. Sorry,that was I use the bad word, my bad. Cold outreach via thephone has actually been my strongest point going into the pandemic actually. But withthe US I think it's a little different because you have to differentiate yourself fromthe people that are constantly cold calling or yeah, cold calling people in thesense of the word that most people associate with cold outreach. So like yourtelemarketers and things like that. You have to differentiate yourself. Like the yesterdayI was on the phone with the prospect. He answered the phone and questioningly saidhello, and I was like, Hey, is this Soandso, andhe'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 amcalling 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 everytime I use that opener it gets people to laugh and then let me havea conversation with them and then we go on. Difference, as I thinkyou know, it's it's not just a covid adaptation. You mentioned that atthe in the opening. From a perspective, you also need to change the wayyou 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 personor seals leader or marketing leaders, people at a I'm going to make amassive 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'lldefinitely try to, you know, make the atmosphere a little bit cooler foreveryone 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 gotto be genuine. You know, it's got to be a genuine approach,where usual you are relatively relaxed about the approach. And and then, Ithink, when you are going to do function, you've got to tell themvery quickly why them? You know why? Why? Why did I want toengage with you, which is kind of buying you. The next stisgoes to one minutes to them tell them what what you want about and whatyou think you can change their the current situation and all that. But Ithink it's you know, obviously today is speaking about the difference between North Americaand Europe, and there is plenty, because culturize fundamentally different. The wayof doing business is pretty much the same, but people are buying in a differentway. I also think that, based on the level of person andthe function and what did was a title. They also have is a different mediumto 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 togaze if you've got to say if you've seen any unusual prospecting tactics that havewalked well in the past and you know that you been it would be offsharing, 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'tthings that we've kind of come up with ourselves. Both both of us areguests. So what you're called sales and nerves. So we we follow alot of kind of sales leaders on Linkedin and we still a lot of stufffrom people that tell us what's working for them. And well, the thingthat's worked very recently, which I was certainly surprised about, was being honestwith people about what this is and using that kind of dirty word, thatcold call, because you know these people who were speaking to, they gethundreds of course around the month and you do this kind of weird dance atthe beginning where you introduce yourself, you make sure they're the right person andthen there's that kind of weird lurch into okay, now I'm going to pitchyou. What we found to be working recently is just being honest. Sopeople saying that this is cold. Cool. Can you give me thirty seconds totell you why I think we can benefit your come and the response tothat 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 takea break. Yeah, any time. But you see a thing for me, for me, this is a this is critical. It's about you knowthat turnus to partial always work for me. Well, I said go to peopleas look, I've actually and picked you. He said that I'm curdingyou out of fully that I pull from...

...discover that orgain. I'm going tomeet the same pitch as you as I've done with the tails or thousand peopleat 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 ahundred and twenty calls today, I will speak to five of you and oneof you will say yes to me. You know, it's not truly andI think that's maybe some sometimes why the cold caller not test? And alsothere is nothing more frustrating that someone could call you and they cut they don'ttell you why. You know, they just eat excited, go on andon 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 tellingme. 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 methat you've researched me, show me that you're unders on my role, showme 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 youare just cool calling me and I know that you're gonna trade, what theonly thing you're going to try to do is to give me a pitch withoutknowing why I am, without you even check me out. You don't knowwhat my background is, but you can speak about my challenge. is thinkingthat you know everybody's the same. This is poor and this is what I'mreally 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 youspeen the wrong question. What you should tell me is say, Hey, you know, my name is Joe and look, really appreciate this isa called cold, but research and I think I've got something to deliver toyou. In fact, I've got a beliefs for a reason why I thinkwe should take a meeting together, because I think we can benefits around someissues I believe you are facing. So from my experience and working with peoplelike yourself and doing my research on you, I believe that you may be sofar from this, that, that and that. Well, as anorganization, this is what with one line or two line, I don't gointo 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 meif this is the moving the needle or not for you. If it's movingthe needle and you think it will help you to look better on your organizationor that actually fighting a battle that you've got in your agenda, let's goand get a meeting. If you tell me, look too busy at themoment. Got This God, that don't have the time to speak to youand, quite frankly, won't move the needle. The shoe is not thestone is not beg enough in my shoe. So you know, saving me fivemillion is nothing for me because I'm just such a bidog getting big organizationthat you know it doesn't mean nothing. It's not for spending one hour withyou, 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 youare taught. You may not be that direct, but yeah, appreciate Stephen. What about you? Any unusual technique? Anything that made you smile? Lovecrapy, 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 ofmy coaches visual prospecting. Justin Michael had a huge Webinar on this. VenDiagrams, like if your tool consolidates other...

...tools within their text act, youcan make like three concentric circles and which tools would go on the outside andthen yours in the middle, just to kind of send is like a replyto 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. Typeof thing is good. Katerina actually tagged me in a post the other dayagain from Justin Michael. He's all over Linkedin, apparently, but he hadsomebody that had reached out to him and told him that they just facetime droppedinto the president of a company's phone and for cold outreach and got him onfacetime and ended up scheduling a meeting with him via facetime as a part oflike one of his methods, like in his triple outreach. So like hehe 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 buttonsso like forwarded automatically and then he called him right back on facetime and theguy picked up and was like Oh, what do you want? Like butthat. I think those two are the biggest things that I've seen recently thatit's become fraid out of a ure. I telliver, I think that's that'sa really bit int resive. But you know, why not? If itworked? Yeah, I think we know we always have to think about thecustomer. I experience as well, from my perspective as well. I thinkyou know that. You know, don't get a conversation. Don't try toconvince someone to buy something they don't need. I think it's a simple as anof the day. You know, you just got to do your workand manage to speak to the do your qualification at the company level, qualificationat the accord at the contact level. If you speaking to the right companyand 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 ayou've got you've got the the old world and the new world and allthat. But yeah, I think the face same thing. A bit bestore preserve, but to me. But I guess you know, if it'ssomeone 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, butI think if you do that and you are not good when you speak theindividual, you've got my great, great great that one. Yeah, Idon't think it's, you know, from a brain perspect you, I don'tthink a lot of our clients will support that if we are not having akiller pitch and something to deliver of, you know, very tangible value canof lust. Question for you is, and coming back a little bit toCovid, and we don't shower you all fed up with them, fed upwith it, but is there anything that you think has changed drastically? Imean you covered some of it, Steven, already, in some of our adaptedbut but you think there is anything that have changed drastically in our teamsprospection, if our door, any KPA that you've seen changing and you knowany 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 likelyto pick up the phone or look at...

...their emails. So that has beenan uptick in response. It's added another objection that we have to handle,which is, Oh, you know, covid kind of put everything in spannerin the works, if you like, but it's also been a great kindof 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'show do you how do you adapt your message to to what's actually going onin the world and why it's more relevant? Ever, 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 makes sense.Makes Sense. What about your St if I think it? This is justfor me personally, but I think as my prospecting change, I got moreat targeted. So in terms of like the level of people that I wasreaching out to, I wouldn't say I'm doing less calls, but I'm doingmore touches overall, since I'm focusing on tripling, like I said, leadingthe leading the prospects down the bread crumbs. I think in terms of my overallvolume of prospects that I'm reaching out to on a daily basis might bea little bit less, but the conversations are much better. And then I'vealso I've also taken a multi threading approach. So, like, for the particularclient that I'm working for right now is focused on hiring thing and thingsand with their with their tooling. So I've been going out and reaching outto hiring managers within organizations to see if there's any bottlenecks on their ends thatI could ultimately take to the talent groups and basically going with a warm conversationinstead of a cold, appear cold conversation. So I think that's if that's theone thing I could suggest to anybody is find out who could else butcould potentially be an outlier in terms of benefits from your solution and thread thosepeople into the conversation, but change your messaging to what they would potentially beseeing. Shup. That makes sense, but I think, I think you'reright. I mean time of volumes, you know, average clients of probablyseen 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 alwaysa false so so l not the doing great at the moment. We didn'treally 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 UStwelve months to build to six months to absolutely destroy, and then obviously they'renot 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 fromthe makes. I think it is a lot of verticles that have suffered somuch that they are difficult to address now. So added the prime target that youwant to go after, when you know that they maybe they may,they may suffer from budget fres and stuff...

...like that, probably not. Sowith what you've got left, you've got to be more. I can't baseddriven. 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 convinceyourself that you know you have a killer message deliver to them, because ifyou 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 thinkless activity is not an issue because I never saw that what we do isa 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 andthe prospect saying no and articulating why it's a no is as valuable as aprospect saying yes. Of course the cell steam may not agree with that,your clients may not agree with that, but from a perspective, is jobdone. If you don't, that account is a no go. It's sono go. Let's move on to the next one. Great, so so. Yeah, I think. I think sometimes less. Let's see small inthe 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 anyonewants to get in touch with you, was to was the best way toget to Lod of you guys? Primary on Linkedin. Should you message gravessimple? What about your Steve? And I'm sure you use Linkedin as whatever, famunts. Oh Yeah, I've definitely use linkedin. My My link isbackslat or forward slash, the sales weasel, and then I also have a brandedemail that you could reach me out at. Is the sales weasel atgmailcom. All right, says whizzles. Thank you very much for that.Well, guys, it was an absolute pleasure to have jam the bus getsto the great convuls station. Thanks for your inputs and, yeah, again, great to have young. This was a thank you very much. operaticshas redefined the meaning of revenue generation for technology companies worldwide. While the traditionalconcepts 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 intoday's fast and complex world of enterprise technology sales. See How operatics can helpyour company accelerate pipeline at operatics dotnet. You've been listening to be tob 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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