Latest / The Empire of Wealth / Give Me 11 Minutes_ I_ll Show You How To Reach Anyone In The World

Transcript

Give Me 11 Minutes_ I_ll Show You How To Reach Anyone In The World · The Empire of Wealth

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  Speaker 1: This entrepreneur has just taught me the five things you
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  Speaker 1: need to know to reach anyone, anywhere, anytime.
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  Speaker 3: I mean anyone.
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  Speaker 1: If you're complaining that you can't make your business work
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  Speaker 1: because you haven't reached the person you're trying to get
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  Speaker 1: hold of, this is the podcast for you. Before we
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  Speaker 1: get started, maybe give people a little bit of background
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  Speaker 1: about what you do.
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  Speaker 3: Yeah, so I'm an entrepreneur.
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  Speaker 2: I started about 10 years ago, failed a few businesses,
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  Speaker 2: and then about eight years ago, I started building software.
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  Speaker 2: Lemlist is a sales automation platform, the most famous one.
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  Speaker 2: that has been valued for at $ 150 million a few
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  Speaker 2: years ago.
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  Speaker 3: What were the first few steps? Can you quickly tell
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  Speaker 3: people what you did?
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  Speaker 2: So essentially, the first step was to define who was
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  Speaker 2: our ideal customer profile. We were in a very competitive market.
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  Speaker 2: Most people believe that when you're in a competitive market
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  Speaker 2: or when you have competitors, it's a bad sign. I
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  Speaker 2: actually think it's the opposite. It proves there's a market.
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  Speaker 3: Yeah, exactly. 100%.
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  Speaker 2: It proves there's a market. It proves there's a need.
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  Speaker 2: You just need to be different. So first step was,
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  Speaker 2: what's our differentiator? So we basically focused, because I knew
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  Speaker 2: a lot about sales prospecting, I knew that the most
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  Speaker 2: important part was personalization. So we built a platform around
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  Speaker 2: personalization so our users could essentially get better results. That
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  Speaker 2: was the first value proposition. And then it was understanding
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  Speaker 2: our ideal customer profile. So basically our ideal clients. And
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  Speaker 2: for that, I decided to focus at first on really
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  Speaker 2: like founders and agencies because it was a segment that
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  Speaker 2: was underserved. So my idea was to create something that
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  Speaker 2: was really personalized.
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  Speaker 3: Perfectly fitted their needs. That's how we got started. Maybe
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  Speaker 3: you're a genius.
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  Speaker 1: Maybe you knew to focus on founders and agencies, but
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  Speaker 1: people are listening. What do you think is the system?
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  Speaker 1: What would you suggest people think about?
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  Speaker 2: I think the first step is once you have identified
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  Speaker 2: the problem you want to solve, the important second step
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  Speaker 2: is to think of who do you like working with?
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  Speaker 2: Because typically if you're solving a problem for, I don't know,
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  Speaker 2: like a marketing manager and you hate working with marketing
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  Speaker 2: manager for some reason, you're never going to work because
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  Speaker 2: you're Building a business, and I think you know it,
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  Speaker 2: we're talking about content creation and how much time it takes.
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  Speaker 3: You need to be true to yourself.
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  Speaker 2: So for me, I knew deep down that I wanted
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  Speaker 2: to help founders. I knew and I understood their struggle.
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  Speaker 2: And for a simple reason is I also was in
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  Speaker 2: the target market of the product that I was building.
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  Speaker 3: Any other tips in Define when people are trying to
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  Speaker 3: figure it out?
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  Speaker 2: I would say the best way is to start talking
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  Speaker 2: to people and interviewing like different type of persona. And
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  Speaker 2: very quickly, you're going to see who you resonate with
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  Speaker 2: a lot and who you want to serve.
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  Speaker 1: I don't know what you think about this, but also
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  Speaker 1: maybe defining via pricing.
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  Speaker 3: Is an interesting one. I think it's very smart.
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  Speaker 2: I think the way I would go with it is
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  Speaker 2: to first see what belief you have in yourself and
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  Speaker 2: belief you have in your skills. Because the reality is
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  Speaker 2: when I got started, typically, I didn't have a lot
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  Speaker 2: of belief in my skills. So for me, what I
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  Speaker 2: wanted and I wasn't so confident in pricing you know,
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  Speaker 2: my services at a very high price. So I think
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  Speaker 2: you see a lot of like advice on the internet
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  Speaker 2: that tells you like price equal value, you should price high,
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  Speaker 2: like do not work with small companies, etc. And obviously,
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  Speaker 2: in the long run, they are right. And you've done
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  Speaker 2: the experiment yourself. But I think in the early days,
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  Speaker 2: what matters the most is the experience you're going to
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  Speaker 2: get and the confidence you're going to build. And I
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  Speaker 2: think the only way to build confidence is to prove
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  Speaker 2: yourself with actual results.
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  Speaker 3: That you are capable of doing it.
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  Speaker 2: And the reality is is that when you price low,
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  Speaker 2: you tend to attract a lot more people, and it's
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  Speaker 2: a lot easier to close deals.
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  Speaker 1: Okay, let's move on to finding customers, because I think
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  Speaker 1: for a lot of people, that is the tough one, right?
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  Speaker 3: So how did you go about finding customers, and what's
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  Speaker 3: your insight there?
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  Speaker 2: Yeah, so I think whenever you have an agency, you
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  Speaker 2: are going to work with other companies. So let's say
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  Speaker 2: you want to work with medium businesses, and you target
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  Speaker 2: marketing managers the way i would go for it is
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  Speaker 2: i would just go like on linkedin and then i
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  Speaker 2: would look at you know like all the marketing manager
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  Speaker 2: in maybe like smaller companies and i would try to
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  Speaker 2: segment them per industry and usually the way i would
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  Speaker 2: go with it is i would look at my existing
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  Speaker 2: customers and i would look at the one that i
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  Speaker 2: found the most value in my service and i would
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  Speaker 2: try to replicate that in the same industry that way
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  Speaker 2: it's a lot easier so typically a I don't know
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  Speaker 2: if we're going to take big names so people can
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  Speaker 2: really have a feel for it, but Let's say you
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  Speaker 2: work for Coca-Cola and then now you can reach out
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  Speaker 2: to Pepsi. You know, it would make sense because if
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  Speaker 2: you reach out to Coca, it's going to resonate that,
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  Speaker 2: you know, you understand the sodas and this kind of things.
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  Speaker 2: When you get started, if we take the case, because
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  Speaker 2: I guess in your audience, a lot of people might
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  Speaker 2: be wondering if they want to start or not. The
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  Speaker 2: best way and the first way is to really like
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  Speaker 2: look at your phone, in your phone, in your Facebook friends,
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  Speaker 2: in your Instagram friends. If you know someone who knows someone.
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  Speaker 3: Right. Then they can introduce you to the right person.
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  Speaker 3: That's usually like the best first step.
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  Speaker 2: And at first, actually, like if you have zero customers,
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  Speaker 2: the way I would do sales prospecting, it's not by
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  Speaker 2: selling your services. It's just about interviewing people. So what
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  Speaker 2: you would do is like, I'm interested about this specific problem.
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  Speaker 3: For marketing manager.
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  Speaker 2: Do you know any marketing manager I could talk with
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  Speaker 2: for 15 or 20 minutes? And during this 15 or
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  Speaker 2: 20 minutes, while you talk with the person because it's
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  Speaker 2: just an interview and they don't feel like they are
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  Speaker 2: getting sold on something, you ask them all the questions
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  Speaker 2: about the problem to understand whether or not you can
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  Speaker 2: bring a solution. And if you can bring a solution
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  Speaker 2: at the end of this interview, you can say, by
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  Speaker 2: the way, thanks a lot for your time.
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  Speaker 3: I've learned a lot.
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  Speaker 2: I'm working on a project or on a service that
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  Speaker 2: can solve XYZ that you mentioned. I'm not sure if
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  Speaker 2: that is of interest for you, but if it is, just.
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  Speaker 3: Give me a call.
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  Speaker 2: And by doing this, it's usually a great way to
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  Speaker 2: meet with a broad range of people because people, whenever
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  Speaker 2: they get an intro to help someone, you know, with like,
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  Speaker 2: I don't know, 15 or 20 minutes to talk about
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  Speaker 2: their problems, they're usually happy to do so. And if
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  Speaker 2: you have a solution, and you're connected with them on
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  Speaker 2: an emotional level, it's really easy.
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  Speaker 3: To close the deal after that.
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  Speaker 2: But the reality is it's not only about finding, it's
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  Speaker 2: about convincing him to come. It's all about asking the question,
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  Speaker 2: what's in it for him?
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  Speaker 3: How did we convince you?
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  Speaker 2: I think the first step of convincing someone, I call
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  Speaker 2: this the triangle of trust. And it's based on three parts.
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  Speaker 2: So the first part, it's the foundation of the triangle.
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  Speaker 2: It's the emotional connection. So you have like a strong
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  Speaker 2: Instagram page. I knew you from before. I watch your videos.
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  Speaker 2: And the emotional connection is basically like your likability. You
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  Speaker 2: are doing great things. You're helping many entrepreneurs. You have
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  Speaker 2: a cool vibe on video. So I was like, OK,
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  Speaker 2: the emotional connection obviously is here. Then there is credibility.
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  Speaker 2: So what have you done in the past that gives
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  Speaker 2: you enough credibility for me to want to meet with you?
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  Speaker 2: And I think it's obviously helping that many entrepreneurs and
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  Speaker 2: helping people realize their dream. And finally, reliability. So when
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  Speaker 2: you make a promise, do you deliver on it? And again,
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  Speaker 2: I think through your content, we can see that you
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  Speaker 2: have all three. So the trust building was definitely there.
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  Speaker 2: And I think this is why I encourage a lot
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  Speaker 2: of people to create content. Once you create content, you
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  Speaker 2: share a window into your personality with the world. It
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  Speaker 2: doesn't have to be, you don't have to have like
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  Speaker 2: millions or tens of millions of views. Very often, I
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  Speaker 2: see like creators with maybe like 10 views, five likes
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  Speaker 2: or whatever. But at least when they reach out to me,
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  Speaker 2: I can look at their page and I can see
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  Speaker 2: like the video, how they present. And instantly I can
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  Speaker 2: see whether or not the trust is built. So that's
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  Speaker 2: like the first step. Then it's what's in it for me.
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  Speaker 2: And obviously you have like a massive audience. So when
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  Speaker 2: you reach out, you mentioned like the amount of followers
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  Speaker 2: you have, the amount of views.
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  Speaker 3: So it gives visibility.
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  Speaker 2: And then it's all about timing.
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  Speaker 3: So it's a, What's in it for me?
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  Speaker 2: And why me? Why now? Me, because obviously I can
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  Speaker 2: help your audience with sales prospecting because that's what I've
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  Speaker 2: been doing for the last 10 years. And why now?
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  Speaker 2: You're in Paris for just... 24 hours. So it's a
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  Speaker 2: perfect timing and I have to decide very quickly.
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  Speaker 3: Tools.
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  Speaker 1: Let's talk about the tools that people need to know about.
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  Speaker 1: Including your own business tools. And this is not an
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  Speaker 1: ad for anyone who's watching this. This is purely we
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  Speaker 1: love the product.
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  Speaker 3: That's why we're here.
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  Speaker 1: So feel free to talk about your own tools too.
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  Speaker 1: But what tools do you think people can use to
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  Speaker 1: figure this all out?
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  Speaker 3: I think like....
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  Speaker 2: The first step to find like email addresses, et cetera,
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  Speaker 2: et cetera, you have thousands of Chrome extensions on the
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  Speaker 2: market that you can use. So you go on LinkedIn
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  Speaker 2: and with the Chrome extension, you can find the email
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  Speaker 2: address of the person you want to reach out to.
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  Speaker 2: What we did with our Chrome extension at Lemlist is
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  Speaker 2: we took... all the tools that exist and basically we
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  Speaker 2: put them in the backend and we create a waterfall.
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  Speaker 2: But if one tool don't find it, we go to
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  Speaker 2: the next one and the next one and the next one.
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  Speaker 3: So that's kind of.
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  Speaker 2: Like a, an easier way for people to make sure
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  Speaker 2: to find the right data. And then after that, um,
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  Speaker 2: our platform, but again, you know, like feel free to
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  Speaker 2: check out competitors. As you said, like my goal is
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  Speaker 2: to just bring value. It's really like a multi-channel outbound.
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  Speaker 2: So as you mentioned, some people are super active via email.
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  Speaker 2: Some people are active on Instagram. Some people are active
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  Speaker 2: on LinkedIn, on Twitter, etc. What's important is to be
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  Speaker 2: able to reach out on multiple channels. And that's something
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  Speaker 2: we've automated, basically. So what you can say is like
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  Speaker 2: step one, I'm going to send a message to Simon
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  Speaker 2: on LinkedIn. Then step two, I want to send him
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  Speaker 2: an email. Then step three, I want to send him
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  Speaker 2: maybe like a WhatsApp message. Step four, I want to
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  Speaker 2: make a task so I can call him. And so
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  Speaker 2: on and so forth.
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  Speaker 1: Follow up was something we were talking about off camera
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  Speaker 1: a little bit. And I was just explaining that I've
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  Speaker 1: basically been carefully following up with everyone I've ever liked
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  Speaker 1: working with. So I've had quite a lot of people
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  Speaker 1: in my career that I've just had a really great
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  Speaker 1: relationship with and I never stopped following up.
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  Speaker 3: Any tips on that front? Any tools on that front?
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  Speaker 2: Yeah, I think like follow-up, like we have like two
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  Speaker 2: types of follow-ups. I think there are the follow-ups obviously
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  Speaker 2: with sales. A lot of people, you know, like they
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  Speaker 2: are afraid to follow up because they don't want to
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  Speaker 2: be like too persistent. But I think down the line,
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  Speaker 2: you know, like if you have done the research on
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  Speaker 2: the person you reach out to, if you really know
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  Speaker 2: that they have a problem that you can solve, your role,
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  Speaker 2: either as a founder or as a sales rep, is
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  Speaker 2: to actually follow up until you get an answer. So
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  Speaker 2: what I would advise for follow up is to always
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  Speaker 2: do it on multiple channels, because sometimes people are just
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  Speaker 2: like never answering to a certain channel and you need
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  Speaker 2: to have your answer. So typically, like some sequences we
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  Speaker 2: do have maybe nine or 10.
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  Speaker 3: Follow ups over like a couple of months.
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  Speaker 2: But at least we get an answer because we have
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  Speaker 2: identified very clearly that they are in our target market.
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  Speaker 2: And sometimes at message number 10 or 9, we get
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  Speaker 2: a reply and people apologize. Like, sorry, I've been working
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  Speaker 2: so hard on that topic, but super happy to have
• 11:00
  Speaker 2: a chat with you.
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  Speaker 3: So it's always worth doing it. Everything we've really talked
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  Speaker 3: about in the end, though, is effort. Definitely.
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  Speaker 1: I think if you have enough effort and you use
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  Speaker 1: the tools to help you with that effort, you can
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  Speaker 1: make anybody connect with you.
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  Speaker 3: You've got to follow through. Right, and not give up.
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  Speaker 3: Thanks for taking your time to share this. Yeah, thanks
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  Speaker 3: for having me. No, appreciate it. We're off to have
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  Speaker 3: some chicken now. See you guys later.