Oh, hello, everybody. it's Adon here with another episode of sales freak. and today I really want to spend some time just kind of going over the difference between prospecting lee generation and some basic terms.
And I think some people are getting confused about when I speak them out in the marketplace. when I see especially, um, those that are that haven't grown up with, uh, technology as part of the sales process. so let's do that.
But the first thing I want to kind of shares as I share my screen is, uh, what's the difference between sales and prospecting, sales prospecting? how's things have changed? well, a terminology. I heard someone say I'm linked in recently that I really liked.
I don't remember his name at the moment, but this is unseen. untold is unsold, right? and when we're prospecting, whether or not we're in the market, we get our marketing hat and we have our sales head-on.
Um, if we're not being seen, if we have not been able to tell our story, then we're not gonna be able to sell so unseen. untold is unsold.
So the goal is to be seen marketing, and the goal from then is then to be able to tell your story sales. now, of course, there's both sales and marketing intertwine.
Uh, so it's just it's not, you know, a blanket statement, but as a general rule, uh, getting seen as marketing telling this story, you know, the 1 to 1 story about your products services outcomes to deliver is the sales message. you know, the 1 to 1.
So the unseen marketing one too many sales, 1 to 1. so when we start talking about sales and terminology and stuff, there's a lot of different term words going out there, you know?
You know, it's cold calling dead. is the phone dead? what have you. so I'm hoping to kind of clarify a few of these things.
Uh, today. so the first one I want to talk to you about is, you know, sales prospecting, you know?
And what is sales prospecting now? you know, you talk to 5, 10 different people, you probably get 5, 10 different answers.
Uh, so we all might use different words, but I think the activities the tactics used are pretty much going to have a lot of people agreeing on. so what someone might consider early generation. someone might consider something else.
But those are words. the tactics I think most people are going to agree on so well, what sales prospecting, sales prospecting from my perspective, is the process, the cadence I don't really like you is not where I don't know why. I just don't cadence the prospecting process, the activities, the steps.
Uh, the method that you use is yours is sales prospecting. right. so you're you have a sales prospecting process, methodology, tactics, cadence, whatever it is.
Whatever terms you want to use, sales prospecting is kind of like the umbrella is nowhere. we as we're sales prospect and we're prospecting to get new business.
Right, um, if we hold her the old saying that, uh, the goal is to get a customer the goal of the business to get a customer, and then to keep a customer right.
So sales prospecting is to get the customer. uh, but we have to be seen, and then we'll be able to tell our story, and then we're able to sell. so i'm seen untold is unsold.
So sales prospecting is the 40,000 ft view. that's, you know, what's the sales prospecting process? so, uh, so that's the terminology I go with now.
The next one is lead generation. so what is lead generation and how is it different than prospecting? well, it is different than prospecting. right? lead you go. and you, uh, search somebody to to hire to help with lead generation, you know, to them, what does that mean?
So if they say i'm a lead generation specialist, what does that mean? for the most part, especially nowadays, what that means to many people is they create a list of leads.
They generate the leads a list leads. now that is done quite easily now in comparison. so lee generation is creating leads. so as an example, you have a prospect.
Your sales prospecting process, right? your cadence. so where it started starts forgetting leads, you have to have leads. so it's lead generation. so, in in the old days, when I started nobody, the only way to get leaves was to go off and create the lead yourself.
The only way to get leaves was maybe sit down there with the yellow pages. uh, but you really knew nothing about the business. it might say, you know, a plumbing, that's it, right? somebody might have paid extra, had had a square in the yellow pages that said a little bit more, um, and helped a bit.
But that was it. lee generation was us going out finding a business and saying, well, that's a pretty big business going in asking a few questions and maybe they could have quite a few employees.
But have you? and we were creating the list. so it was we were the sales person was doing that, but with technology now, you don't need that.
You can simply go and what they call scrape the internet so you can go and sit back, say, here's all the veterinarians in this area and then you can go.
You can go in and I don't specialize in doing this, but I have people on my team that do, and they go in and they scrape the internet so they go in and they take from linkedin. they take from the website and they say, here's the veterinarian. here's their address and here's the phone number and here's the contact name.
And so they create those leads not easily but from their desk using technology and different and different tools so that that's lead generation. they're creating leads.
So we want to get this straight because a lot of people kind of mingle them all together, and they mean different things to different people. but lead generation is creating leads, basically a list of suspects, right? they're not even necessarily prospects yet because you haven't qualified them. now, you know that word always kind of suspects and prospects kind of intertwined. but, you know, uh, once you've done some investigation, you can sit back and say okay, so as an example, if someone creates a legion, a lead list for me generates leads for and they send it to me.
These are all suspects. let's say it's 100 people. but once I upload them into my system and do research and look at their website and look and make sure that they they are in this sector and that then I can start to create that suspect into a prospect because they're qualified in the sense that they're my target market.
They based by their job description and the persona they fit into what I what? I consider a prospect. and so now they're they're a list as opposed to getting that list and going. oh, okay.
Well, they might dabble in this, but they're really in the construction business or really there in the food service business? no, that's not what they might dabble in janitorial as an example.
So they're not they're not, uh, there are suspects, and I kind of weed them out because I look at them and they're not they're not a prospect, but someone that is, you know, in the janitorial industry, they service this sector.
They're this size or approximate size. so okay, now that is a lead. that is a prospect. so lead generation is creating the lists. now, let me go back, sir. it a little trigger happy er, lead scoring.
So what? lead scoring. oh, lead. scoring is when you start to have a sophisticated system. you're not just sending an email out to somebody.
Um, you are scoring or you are tracking the behavior of that contact, so you score them based on the different, different things. so if you send an email, um, and they do nothing with it, there's a zero score.
But if they open that email, maybe they get a point. and if they click the link, maybe they get two points. so now they have a lead score. three. you send the next one next week, and now maybe they do exactly that. they open it, they click it, and maybe they forward to a few people and you give a five points for a score. so now they're at three from last week. now, this week they've opened another point.
They've clicked another two points and they ford to somebody another five points. so now they're at what's that? eight points. but now that 11 points right, and the next week you do the same thing, and the next week and now, finally, they hit a score of 20 or 30. you know you've scored them, you know that they're reading and engaged with the stuff you're standing on a regular basis, and when they do that, then uh, they're more qualified, right? so it now makes sense to spend your most expensive resource.
Usually your salespeople to pick up the phone or have your inside sales person to pick up the phone and go from marketing hat to sales hat and making an outbound call. or maybe you make an outbound email or an outbound text. but that's what lead scoring is its qualifying the leads based on their behavior.
Obviously, if you're marketing, um, if you're marketing stuff to a veterinarian and, uh, you're sending something to a veterinarian, all your information is on construction.
They're probably not going to, uh, if they open up the email and they're not gonna click anything, they're probably an unsubscribe. they're definitely gonna ford to friends. and they're not gonna watch videos, stuff that, because it's the wrong right there.
It's the wrong demographics of the wrong customers, the wrong prospect. it has the wrong persona. so obviously, if they're engaging in the content, there's interest and, um, an awareness of your brand to some degree. so, uh, it gets rid of you having to dial for dollars as an example.
Now, what's lead? nurturing, lead, nurturing lead scoring as a marketing term lead. nurturing is a marketing term. so what's lead nurturing.
So you get your list of prospect of suspects. you look through them, you do some research, and that and now they've become a prospect you've qualified them as a prospect is something that's worth going after you, uh, do outbound marketing and in the form of an email, let's say and now you're nurturing them.
So they go from unawareness to awareness, from awareness to interest, right as they move along the chasm as they move from the gap of unawareness to awareness.
Right, you're nurturing those leads. you're feeding them, right? you're giving them information. uh, you're giving them content. you're educating them. you're inspiring them. whatever it is, you're nurturing them because they come from unawareness to finally being a customer. and that gap is what we're using or what lead nurturing is cold calling.
Number one is cold calling debt? no. is there a lot of confusion on cold calling? yes, absolutely. there's so I mean, if you want to get extremely technical, if no one knows who you are and you reach out to them whether or not it's from an email or you walk into a networking events or whatever and you say hi, my name is aiden.
That's a cold call, right or hi, can you tell me how I speak to getting technical? that's a cold call I think what most people think they mean when they say cold call.
Usually it means picking up the phone and it's cold. you don't know who to speak to or what have you. now, that's kind of how I define it.
Um, but I understand that there's a lot of different terminology and stuff and stuff like that, and confusion can happen. but this is how I define a cold calls. pick up the phone with the phone and reaching out cold.
Now, yes, a cold call can be a cold email. can you tell me who I speak to you and what have you? but most people most sales people don't have a problem sending a cold email.
They do have a problem sending a cold call, uh, and find someone that's comfortable doing it. we're willing to do it. uh, is, uh, it's hard to find, right, because you're interrupting somebody on an email. they can get to it when they want to get to it, or if they want to get to when you fall in somebody, if they pick up the phone, you're interrupting them, and usually it kind of pisses them off. right? um so I understand the cold is cold. calling dead.
No, it's not. dead is cold calling a very expensive and challenging way to do things? absolutely. if you pick up the phone and just start phoning the list, you have 100 or 200 or 300 people.
The odds of you getting to somebody and getting to who you want to speak to, um, is different data other but roughly a 2% chance. so out of 100 calls, you might get two people. now is that worth it?
It could be. but that's what cold calling is. and, uh, it's part of your sales prospecting process, part of your sales prospecting cadence if you won't, even though I don't like that word, uh, so that's what it is, right? it's part of it. you want to make it part of it now, all right, have done a lot of different angles, and I have had people on my team that just pick up the phone and phone, and it is a complete waste of time.
Uh, that's not the best process for me and for my industry, perhaps for you and your industry. it is so you have to play around. there is not a blanket statement for everybody.
And so that's the process. cold calling is part of the process. it's part of you picking up and phoning and never having spoken to somebody before. that is part of the process.
Now. obviously, we want to warm call or hawk call, and I think that's obvious. you know, if someone has replied to an email says, yeah, let's get together tuesday, two pm all right.
Okay. is that a cool car? no. um, it's warm, right? is it right? so we're judging the traffic. but I understand we want to eliminate the cold call as much as possible because it has a high expense and people are resistant to it, and people don't like doing it.
And what have you so cold calling? and that's really the terms I have for going over today. now what I have found what I have found works best is you have a process in place, and you have to use technology for this. you know, that's part of the sales to sales. three processes. you start adapting technology.
Um, there are so many people that I deal with that don't use technology. and there's I mean, it's astounding to me, um, in the janitorial cleaning sector, how few have that process in place.
They don't even have email marketing in place. and if they do, it's very spread. they don't even have social media in place. so for best results, you want to have a prospecting process, a cadence, a methodology that incorporates everything. so what do I mean by that?
You get a list of suspects, you look at those suspects and you weed out the ones that are obviously a wrong fit. they're not right. and now you have a list of prospects that are qualified. you've qualified them in the sense that you know they're worth going going after.
Now you combine. yeah, social media. you combine email, you combine text, you combine phone and you use those tools to deliver value, not to sell your crap, not to sell your product, not just pick up and say, hey, we do us, um, we we sell cleaning supplies. hey, we sell, um, cleaning.
Um, right. that's not the way to do it. the way to do it is to recognize the channel you're using. you know instagram facebook linked in youtube. what's that person's mindset?
So how are you posting stuff in those in those tv channels, if you will? what advertisers are you doing as an example? if someone is watching t l c, they're probably in a different mindset than the person watching sports network, right? and so on. that is, watching the discovery channel is probably in a different mindset than someone that's watching on the game show network or someone that is watching the music channels probably in a different mindset. then someone in on tlc.
So same thing now, this took me a long time. I get because I saw social media as why didn't even see. I just kind of just reacted. and we started sending stuff out thousands of thousands of tweets and on twitter and different things like this, and and and it really was almost complete waste of time.
Uh huh. but when you create content for your target market and you are educating them and you are being social, that really that does help now, depending on your market, of course, again, right, if you are not selling, uh, sports things or that a sports person would like or be interested in. you're probably not going to advertise or spend your time on the sports network, right? same thing with social media. so social media is is one way. it's way too.
Um, one way to cast your message out there to create attention, and the one that resonates with is kind of, you know, lure them. it's your it's your foot fishing hook, right? you're fishing right, and you're really it in.
And if you're fishing for tuna, you have this type of fly, this type of bait, you're fishing for salmon. you have this type of bait, right? and so it's learning the type of bait that you're using for that type of fish or that type of prospect text message. a lot of people aren't as comfortable with text message, but it is, uh, it is a great process.
It's like a 99% open right? who doesn't look open their text message. you might not open your email, but you open up your text message. which brings me to something very quickly. I want to talk about yeah, for those of that, are kind of apprehensive about text messaging.
Remember it was only about 10, 11 years ago when text messaging was a complete pain in the butt. when it was, it was it was it was it sucked, right? you had a flip phone and you hit a and you go one too great a three times to get the letter.
Or you could be a couple of times get the letter right. so email was the faster, better approach, right? because people had it on their screen. and then when it came to their phone, it was it was on their phone.
But the phone the smartphone has converted and email is slowly right becoming less and and text is rising. so have a text message plan in place? uh, but if they're cell phone number is on their business card, that is permission to call them and or text them.
What's the difference? in fact, I would rather someone text me than phoned me. I'd rather than text me say, hey, this is bob from x y z company. i'd like to have five minutes of you to tell you about rather than my phone rings and I pick it up or phone voice mail and listen, right?
So I think it's even. it's even better than, uh, then using the phone initially, uh, so those are the different ways right there. so there's the there's your social, you're fishing, there's your inbound. you're trying to get people in your going off getting leads. you're putting them into your system.
You're trying to get them to come to your website and capture their information and get their information and then outbound. and quite frankly, nothing is better than outbound.
Um, you'll starve to death on social media and inbound. but outbound, uh, outbound is the way it's at an outbound can include and does include text message and email and stuff like that. it's just not waiting for your phone to ring, not waiting for selling to, uh, to fail your web form.
So those are the terminologies. I hope this serves you, uh, I'm Adon Rig. I have some neat new things coming down the pipe that I want you to pay attention to. I think you're gonna enjoy it help you grow your sales.
So we come to you every Wednesday at 12 pm pacific sales freak. I'm Adon Rig, and I will see you in the next episode. yeah,