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In this week s episode of the Advanced Selling Podcast, we get too clever by a half with Chris Rudigrop using terms like cack and LTV.
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Also, Brian brings up his favorite term, smarketing, and how salespeople can build better alignment with marketing.
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And we also give you a quick recap on everything we ve learned from Chris over the last few episodes.
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And the world s biggest sales launch still a thing?
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Find out.
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So I ve got a question for you.
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Last episode, if you didn t hear the last episode, go back and listen, because we start to get in a little bit to where can you use some of this personalized products and some of the goods that you sell and the solutions that you provide.
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And we talked about at the very beginning, like the prospecting mode, and then we talked about in the sales process itself, and then after they become a client, the onboarding kit and all that, it seems like
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A lot of organizations, when they get ready to invest in something like this, you can get hung up in the dollars and cents of it and not pull focus and look at the perspective of what s the lifetime value of a client.
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And so if I m prospecting somebody, they re going to be 100 grand client for a year and maybe 50 every year.
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So maybe it s a quarter of a million dollars.
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I might be OK to spend a couple grand with you to help that continue and progress.
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Do you feel like people are?
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are looking at it in the right way when they get ready to invest money in whatever it is, whether it s you or somebody else, not about you or Sendoso, but just they re investing marketing funds or funds.
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Do you think people have a good sense of the lifetime value and why that s so important?
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Honestly, I think a lot of salespeople don t really realize that and don t really recognize what s the customer acquisition cost or the cap, what s the LTV, the lifetime value.
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They might be able to realize, hey, on average I m closing 80K deals, so they realize that they can spend a little bit there.
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But I think a lot of organizations maybe don t educate the sales team as much on these types of numbers and metrics.
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I think where it comes in is marketing will typically have a better understanding of this because they re ultimately more responsible for some of the pre-spend or spending on other events to drive people into the funnel or nurture through the funnel.
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will typically have a budget.
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I oftentimes find some sales teams not even having a budget or a line item.
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But for us, I think what we do well is we help drive alignment and synergies between marketing and sales.
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So for customers of Sendoso, marketing a lot of times will pick up the budget, they ll tag it to a HubSpot or Salesforce or whatever campaign so they get a little bit of credit.
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And they say,
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here s some of the things you could send, go get it.
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That s the best-case scenario because now sales is empowered.
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They ve got a platform that they can be creative, they can click and send.
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There s typically some ideas in the platform already where there are pre-canned sends that marketing puts up and says, here s a bunch of plays you can play, or you can send, and then you can get creative on your own thereafter.
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Yeah.
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And we re forever talking to people about helping them see that this is their business.
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So if I m closing that $80,000 deal, and let s say my commission s 5%, $4,000, but let s say that client s going to stay for five years, so that $4,000 becomes $16,000 over the life of the client, I m willing to invest $500 of my own money to make that happen.
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I think we have to take that personal responsibility, too, and say, this is my income.
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This is my future.
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I m willing to invest in it, not just in training and coaching, but also invest in the client, too.
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Yeah, I like to think of salespeople as mini-CEOs.
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Yeah, absolutely.
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They re CEOs of their own destiny, or their own territory.
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And they re marketers, too.
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That s the other thing.
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Bill and I talk about this all the time, that, as we like to call it, air quotes, smirketing.
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Yeah, I like to call them mini-marketers.
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Mid-marketers.
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Mini-marketers.
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Mini-marketers.
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It s great.
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And most ASP listeners at this point, I think have hopped on that ship.
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I hope they have.
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And here is yet another thing to think about is where does gifting and swag and personal stuff like that fit into your own marketing plan?
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In addition to some of the videos and educational things we teach them to do.
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So yeah, so Chris, I would love to hear, we love proof like reality stuff.
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We love stories.
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Love to hear a use case, some story that you ve got that our listeners can grab ahold of and say, hey, I can do that.
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Even if they, like we said earlier, maybe they can do it on their own.
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We re always trying to give them like a hard specific idea.
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Here s something to go do.
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Anything you could share with us that would give the listeners some concrete things to go do or try in story form?
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Yeah, we d love to share some things.
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I think there s a couple different ways that I ll share a few.
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We had these Sendy Awards recently where we highlighted some of our customers  Sends.
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We gave out a Sendy Award called the Out of the Box Sender.
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This was to Samsara.
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The funny part about this was really the wording is almost like dad jokes.
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And so their campaign was let s meet, but not M-E-E-T, M-E-A-T.
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And they actually sent some like really high-end artisanal beef jerky with a little quirky note in the box.
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So kind of simple, but they sent about 500 of them and they saw 250%
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increase in source pipeline from that.
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So they saw from the quarter over and that was really simple.
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But again, it was almost like the dad joke of the handwritten note and the messaging that really crushed it for them.
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Where does one find our artisanal beef jerky?
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So we have all this stuff in our platform.
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So, you know, you, the good thing is, is if you had an idea like that, you just tell us or you search for it and then boom, you know, all right, now we ve got a custom box.
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There s a custom handwritten note.
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There s the beef jerky in the box.
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So all that comes together in one.
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Oh, that s fantastic.
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And so if you re listening to this, you can do that through Tendosa.
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You can also do it yourself.
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You can, if you want to do that and go, you know, go to Kinko s and send them all out.
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But that let s meet M-E-A-T.
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I love dad jokes too.
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That s horrible and awesome at the same time.
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The next one was Gong.
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I assume some listeners, or many listeners, probably use Gong.
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They re a customer of ours.
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They ve done this little mini pinata send.
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This is actually the third time around they ve done it.
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Recently, we gave them a Sendi award for the Sending Trailblazer.
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They got a cool little trophy for that.
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Through this campaign, they saw about $5.5 million in pipeline.
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and over $33 million in pipeline influenced.
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They saw about a 15% conversion rate in terms of the sends and about a 50% increase in meeting show rates as well as part of this.
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Another easy one, a little mini pinata, but again, a fun surprise and delight.
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How many is, like, does it come with a little stick?
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Yeah, it does.
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A little bitty baby bat.
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Yeah, it s just, yeah, it s like fit in your hand.
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It s pretty small, but it s, yeah, it s the fun nature of it.
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Brings back probably memories.
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For sure.
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I was going to say, the last two I think are two other funny ones that I ll throw in there that have some creativity.
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This one was done by our sales team.
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We met someone at a conference who was on crutches and he said he broke his rib skiing.
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in the mail, so we got home and he thought that was the best.
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He shared that with his whole company, so that was kind of funny.
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And then the last one was we saw a prospect, this was another one we did, that was posted on social media that they had these two little pugs.
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which is what you think it is.
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It s Monopoly, but Pug Edition and sent that over.
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And that just like, you know, that person was posting all over social with our name and with the board game.
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And so, yeah, it s a good way to personally win a prospect over.
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That s brilliant.
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I m learning as we go through so many things here for our listeners to recap.
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Things are in my mind.
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The first is, um, all of you have the ability to do this.
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And these things are, and most of what this is, is paying attention.
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And you just mentioned that.
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So we see a blog post when someone reveals something a little personal that should trigger anything.
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You see that if you re a salesperson, you re on LinkedIn, I see a post from Chris, it should trigger.
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And I m like, ding, ding, ding, ding, right.
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Have some place to store that in your notes, voice memo, whatever.
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The second thing I m learning from this is the measurement of the return of these things.
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Because this is the question that the CFO wants to know.
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Are we paying attention to how much we re getting back?
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People do this with trade shows all the time, don t they?
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Are we getting anything from trade?
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Well, yeah, yeah, boss, we got, you know, we got 500 leads, they re following up on them.
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It s like evaporates, evaporates.
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And so I love the idea.
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Any tips on, I know your platform does it, if they don t use Sendoso, how did you, when you were doing this on your own, measure the return on your behavior here?
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What I did when I was on my own is I d still have a campaign in Salesforce, or if you re using another CRM they still have the same campaign type functionality.
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I just manually added each person I sent something into this campaign and then the CRM did the fancy reporting thereafter.
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But at least I tagged everyone as a recipient to the campaign when I sent them stuff.
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It was manual, maybe took me a minute extra, but it was worth tracking for sure.