Steven Bryerton, SVP of Sales at ZoomInfo, shared this cold-calling tip

Steven Bryerton, SVP of Sales at ZoomInfo, shared this cold-calling tip

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You need to come with a strong hypothesis on what you think the prospect is focused on.

I call this a reverse pitch.

Instead of pitching your solution within 60 seconds of meeting someone, you pitch the problem. What you hear every single one of their peers working on.

This sounds like:

"In a few recent conversations with Logistics leaders at companies like A & B, we're seeing a theme around two challenges:

1) Reliable Capacity. Securing affordable capacity in an uncertain marketplace to stay under our transportation budget.

2) Visibility. Get better freight visibility in transit to improve predictability and overall customer experience."

You can layer in more relevance based on your research. But those are the nuts & bolts of a great reverse pitch.

⛔️ What to do if none of this resonates with your prospect

This is where Steven's tip comes into play. Don't make a big deal about it. Keep moving.

This sounds like:

"That's interesting, Steven. That's all the logistics leaders are sharing in the last three conversations I've had. What's #1 or #2 for you?"

~~~

Make your best educated guess. Show you did your homework.

That will activate the law of reciprocity to work in your favor.

Put in the work and, even if you're wrong, the prospect will put in the work to correct you.

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