E25 – Advanced Client Conversion Strategies with Matt Fabrico
Matt Fabrico, founder of Outbound Funnel, returns to the show to share some of the latest strategies for turning prospects into paying clients. If you take sales calls, you won’t want to miss this episode!
- Quick recap with Matt (from fundamentals to advance) (02:21)
- Finding out what has been really effective in getting responses (07:59)
- Client conversion strategies (14:13)
- Trying to take outbound and make it seem like it’s inbound
- How to effectively reach clients without “Burning Up” (18:09)
- Constant market research and testing to cope up (24:09)
- Advance/new tricks to find what’s effective on (cold email, etc.) (26:48)
- Personalization (30:30)
- Enterprise is a different animal (31:36)
- Last pieces of advice from Matt, for now. (35:00)
To get in touch with Matt:
00:00:45 Gary Ruplinger
Hello and welcome everybody to another episode of the Pipelineology Podcast. I’m your host Gary Ruplinger and today I am pleased to be joined again by our old friend and from Episode 7, Matt Fabrico, founder and CEO of Outbound funnel Matt, welcome to the show, welcome back.
00:01:05 Matt Fabrico
Yeah, it’s good to be back had a lot of fun last time and looking forward to this round.
00:01:11 Gary Ruplinger
Yeah, I know we still get good feedback on the one you did back with us back in November of 2020, so I know I recommend, I’ve recommended that one to people quite often and they’ve really enjoyed that it’s probably one of our, I’d say one of our top three so I’m excited to have you back again and here kind of the latest and greatest stuff. ‘Cause I know we’ve been talking and mentioned, hey, you know I’ve got some new stuff that we’ve uncovered. You want to hear about it, and I said, absolutely so.
00:01:41 Matt Fabrico
Yeah, but the share. I know it’s been a while like 2 years. It’s 2020, 2022 now maybe a year and a half.
00:01:48 Gary Ruplinger
Pandemic time passes differently, so I don’t know you know.
00:01:52 Matt Fabrico
So, pass out.
00:01:56 Gary Ruplinger
All right, so uhm, I guess where do you kind of want to jump in? You kind of want to revisit kind of the basics. I know we’re going to talk about some more of the advanced techniques, especially with converting prospects with appointments and things like that, but maybe do kind of a quick recap of what the fundamentals of what you do are and then we can kind of jump into the some of this more advanced stuff.
00:02:21 Matt Fabrico
100%. So yeah, we build Outbound conversion systems, or though B2B clients can acquire clients consistently and predictably, so we do everything we help people do the whole market research phase, which I know we discussed on the first one a lot, where it’s really the most important piece where you have to really learn about your prospects really, really well. Figuring out what keeps them up at night right? And taking it a step further, not just going company level going contact level. So, if you have, there might be multiple decision makers, people that you’re reaching out to. So, the COO has different goals than the CEO or the CEO even has different goals in the VP of Sales, VP of Finance. So, we want to figure out what kind of outcomes you help those people provide and if you don’t help everybody, that’s fine. You can just go after the role that you do help, but I’m sure you’ve helped different people in different. Ways so if you have a revenue-based product. I’m sure you helped the CEO. Maybe he wants to increase the funding round where the VP of Sales just wants to his quarterly sales goals. So, it’s a little bit different outcome you provide, so you always want to go into that in the market research, then from there we do everything from list building, finding the right contacts, getting over their information, and then we build our multi touch prospecting cadence which we went into a lot last time where we focus on multi touch platforms we still find that that’s relevant where it’s, you know? Email, phone, text, LinkedIn in sales and one thing that we did actually add is a Preheat phase. Now where we Preheat people. So, we go on their LinkedIn profiles. Maybe like a post comment one adds to them, so this is kind of warming them up before you ever send them a message it gets roles that brand awareness. Which builds all conversions they feel like they know you may be a bit before you send them an email. And then from there as it’s all about optimizing, tracking some senior numbers. Super important tracking, what’s working. What’s not working right? Any marketing person will tell you that and then cutting out the losers, focusing on the winners scaling up and then you have all the. Indoctrination faces in place, which I think we’re going to talk a lot about today.
00:04:46 Gary Ruplinger
I got you, I know I, I know that’s one of the things we talked about a lot too. And on the last event I did talking about the different types of contexts and the different goals those people might have and that your messaging needs to change. I know when I used to work in the automotive business, you know at each at a dealership level you’re gonna have a general manager, in a sales managers and different levels there and then most of them have a corporate structure and you’ve got different levels there, and the messaging needs to be different for different people ’cause the owner he cares about different things day today and with the general manager at one store does versus the marketing director has totally different things that they were responsible for. So, if you don’t have that right message to the right person. Your outreach is going to fall really flat or ads or whatever you do, it doesn’t matter it’s I mean if you. If you if you don’t nail that phase of market research and knowing who you want to talk to. Everything else that we’re going to talk about today is going to going to fail. Not going to help you at all.
00:05:48 Matt Fabrico
Yeah, most important piece, 100% and don’t think you know what your prospects want to ask them. That’s why that’s my model, right? And you can actually go out and actually use outbound to interview people figuring out what’s their day-to-day look like. Uhm, what keeps them up at night, you know and ask questions related to your product or service as well so you can then use that stuff in your messaging. You’re going to find commonalities eventually. See, I know last time we spoke about we also go on job boards, things like that to find the day today, but also, we’re finding actually just interviewing people. Even if you have to offer them $100 gift card for 20 minutes, we’ll do that. ’cause we know it’s the most important piece in the whole everything. It’s really everything.
00:06:39 Gary Ruplinger
Yeah, I say, yeah, we’ve you know you just see that time and time again that the people were, you know, campaigns are successful. They know who they want to talk to you. And they know how to talk to them.
00:06:51 Matt Fabrico
100% yeah. And if you find out your offer might change based off of the market research. Right, so you just never know what you’re going to hear, so you’re offer might be completely different, and I know that’s scary and a lot of people hate that, especially if it’s a software product where you just invested a lot of money you don’t want to change. All these things, and unfortunately, I had a client that just did that with, but now he’s getting appointments in sales, so sometimes you have to take five steps back to go 8 steps forward.
00:07:23 Gary Ruplinger
That’s awesome, I know. I know you’ve been busy closing lots of new deals yourself too for your own agency, so you’ve really kind of dialed this stuff in in terms of actually not just getting responses and not just getting appointments on your calendar but actually taking them all the way to sign deals revenue collected things like that so. So, our if you’re cool with that, can we jump into some of what you’re you’ve been finding now has been really effective once you get that response?
00:07:59 Matt Fabrico
Yeah, 100% so before like we were getting tons of appointments, my main sales guy is getting about 100 a month. But he’s only closing like four or five a month, so we took a step back. We looked, listened to a bunch of recordings. We’ve tried to see what was working, what wasn’t working, and one of the things that we realized is the people that were buying. They were consuming our content before hopping. On the 1st goal so. Uhm, I figured out that every sales call that was happening people were the main question people were asking us wired if why are you different than all the other appointment setting companies ’cause you know where we’re in, a commodity stays. There are so many cold calling companies, cold emailing whatever it might be, right? So, they want to know why are you different? So, I went back. I created a video. It’s only a 12-to-13-minute video while we’re different. And yeah, send. that to people and push people to that before a call. It’s a similar concept as you know, when you get up somebody from Facebook ad push them to a landing page have them opt in, push them to, uh, Viettel funnel, right? Except we’re doing Outbound. So, we take that extra step where we actually have somebody call them up. After they booked the appointment, pushing them to our content so our video and then on that page we have testimonials and all that other stuff. But it does build that proven that social proof before they even speak to us ’cause we don’t know how many times we. My sales guy told me that we had all these people getting on the call saying wow, I watched the video. You guys really seem like you know what you’re doing. You understand where we’re at, ’cause like we talk about what we what we hear about on these sales calls, right? That you know they were getting appointments, but the appointments. For garbage, so I talk about that. Why our appointments? Or better than everybody else is you know you just listen to the feedback from the market create content around that you kill those objections before that even happens and they feel like you’re a genius, but you’re really not ’cause you’re just listening to what the market is telling you so by doing that it was night and day. I would say our closing ratio from there our appointment slower of course.
So now we’re only doing about 50 appointments a month, but you know, we’re now, we’re closing like 30% of these appointments that we’re getting on the phone. We’re going super-fast and not everybody makes it so. It’s 50 appointments. I don’t want to say everybody makes it to our demo, ’cause we then we filter people out throughout the process. We’re only demoing our most qualified prospects so, but still even on the front end, we’re getting a lot more qualified leads on our Discovery goal. Just because people are watching that video. They’re more excited and not everybody can afford us, right? We’re pretty expensive compared to, I guess a lot of other people. But you know, we get those results. So, we tried we sell it will work and I think it’s like I said its night and day educating people throughout your sales process is what really changed the game for us and personalizing the sales process as well so that VA. That we have calling people were asking them what’s the number one thing that you’re struggling with when it comes out, and then if we have a piece of content related to that, we’ll give them that content before the call as well. So, some people be like, yeah, we just can’t get emails to work well, how their deliverability? Oh yeah, we’re getting 14% open rates. OK, do you want a video showing how? You can get 70% and then we’ll give on that Video now they really think like I said there is this truck back it’s showing you’re an expert over the time you ask them for, you know, a couple $1000 per month that just like OK. Right? This is worth it.
00:11:59 Gary Ruplinger
No, I think there’s a whole lot to unpack there. Because I know you. You’re always testing new stuff, so I know you said OK, so you said somebody scheduled a call? Now they’re getting, uh, now you’re you’ve got a person in place who actually makes a real phone call to them just to find any struggles and get them. Kind of some of that prequalifying or educational and indoctrination information in front of them.
00:12:27 Matt Fabrico
Oh correct, it’s not that we’re not even qualifying on that goal. What it’s saying. Hey, thank you for booking the appointment. This is when you’re scheduled, did you have a chance to, ’cause we’re automating pushing that video to them as well, so we’re asking them, hey, did you get a chance to see the video? If they did it, we tell him that it like it’s pretty much required for them to watch that video before the call happens, just so we can get the most out of the first initial conversation and so we can help them the best way. Because we really do try to provide value throughout our whole sales process, even if they don’t buy it for months, so we try to just give them as much as. They can and they really do get. It’s a better conversation if they watch that video right. ‘Cause they understand our process is a little bit so we can have a higher-level conversation if they if they watched that video.
00:13:21 Gary Ruplinger
I know when I used to do run YouTube ads I was consistently impressed if they had watched that video and then the next one that explained our services and booked a call compared to just straight cold Outreach, how different those conversations started, how they you are already pre framed in their mind that this is this is the expert. This is the guy I want to talk to you. This is the company that can help me with this, so you know it’s one of those your you know in your head, especially as you make that transition. You’re going from thinking OK, we got to, you know, qualify them and kind of build them up and sell them on ourselves versus, with an essentially a warm prospect of here’s what it costs. When do you want to start like you know? Next week? OK, great.
00:14:13 Matt Fabrico
Yeah, yeah exactly, and that’s what we are. That’s what we’re trying to do. We’re trying to take outbound and make it seem like it’s inbound. Uh, you know, like, ’cause I keep going back to myself because he has a lot of experience selling for other agencies and they were doing actually doing Facebook ads. His previous agency and he said a lot of the leads that they were getting at is unqualified and they weren’t pushing people to any sort of content. They were kind of, I think it’s doing. I guess they were maybe just doing a form to booking an appointment and she said its night and day where now when people watched that video, he was just like man is like a Google search lead where people that seem like they’re surfing cars and it’s so warm and they’re open, they’re there. ’cause you know when? You do outbound sometimes people who don’t want to answer certain questions. So, when we’re doing our discovery, but when they watch the video, they’re a lot more open to answer anything like they’re letting it loose. You know he can go in therapy mode and really diagnose the problems and it just gives us ammunition to close the deal. Not only that, real ways to help them.
00:15:27 Gary Ruplinger
And that’s I mean that’s, I mean that’s the big thing, right? Is can you actually help them? I know everything you know we talk about you know tactically. At the end of the day, really is the end goal for when you get when you sign on a client is you want to help them. You want to help them reach that, their goals, whatever they’re trying to do so. And you know, building all these systems sure sounds like a whole lot more work than the standard. You know, Cold call, book appointment, you know. Get on that that discovery call and close three out of 100 and move on. That’s easy, that’s easy to set up at least, but boy you burn people out and you get burned through leads so.
00:16:03 Matt Fabrico
Oh yeah. Right, yeah, I mean and there’s different methods. You know for everybody, right? I mean some, some of our clients. Have millions and millions. They’re marketed huge and I think burn a couple people and it comes from the prospect inside. I guess it’s a little bit more OK, but when you have a smaller market, and you have a brand that you’re trying to protect and you’re trying to grow not only to 1,000,000 to 10 million, twenty million. Uhm, you know you want to make sure that you’re doing things the right way and something that you did in the past doesn’t come back to bite you, right? So, and not only that, people that you educate, and you get in your funnel will respect you more so that even if. They’re not ready right now. In six months, they might be writing so you don’t know how many times like I get emails like hey Matt, I’m ready now and this is a guy that I don’t even remember from six months ago. Right, it’s pretty insane when that happens, and like they just sign the contract and they just they, you know they pay the fee and it’s because of like the effort that you put into educating them. And throughout the whole process and personalizing their experience.
00:17:30 Gary Ruplinger
So, how do you approach I’d say you’ve got a prospect that has. Let’s say there are total markets like 5000 people. So, you’ve got to think about you know what you’re gonna do. ’cause if you just try and. Do a mass outreach. You’re, you know going to be two months. I’m like, OK, we’re done we’ve tried to reach out to everybody so. So, how do you, how do you tackle that to get that effect, you know to effectively reach those people without, you know, burn you know, burning up that entire list and saying, OK, two months we’re, that’s it.
00:18:09 Matt Fabrico
Good question, so would you say, are these companies’ large companies? Small companies midsize. Local? This, is a different approach, right for each?
00:18:18 Gary Ruplinger
Let’s see which one. Which one do I run into the most often? Let’s do local. Let’s say I’m working in a limited geographic area. I’m in. Let’s take where I’m in. I’m in the Detroit metro area. So, about 3 million people. So yeah, a list of 5000 would be pretty good for most prospects, sometimes smaller.
00:18:40 Matt Fabrico
A lot of manners I’d see providers to kind of have that many prospects, but they work in like a 10-mile radius or 20-mile radius. But yeah, so I mean with something like that. Uhm, getting them on the calendar First things first, I’m going to go back and I’m probably gonna say it 20 more times on this podcast. You gotta do your market research because without that you’re going to burn through contacts ’cause they’re going to be saying the wrong thing, they’re not going to see you, as an expert right off the bat so, do your market research, figure out their real pain points. Figuring out you know their wants, their desires regarding their local markets, so it’s usually always the owner, right? The owner, partner, CEO, whatever you want to call them, but they’re not a large organization, so they’re the main person, so figure out that first. And then, if its niche based if you’re going at the industry we want to figure out, you know your industry. Having talk things like that so that that’s the first thing. Once you get their language down, what they really want. Yep, I still say you want to craft a multi touch sequence.
In certain local markets, I wouldn’t push towards length, inasmuch the pending I’ve we found in local markets own text. Email is higher converting be completely honest, LinkedIn is a secondary. But it depends on the industry, so it’ll hold me to that 100 percent if you’re going after dent. This you’re not going to find dentist a lot on LinkedIn. It’ll be a 100% honest. Especially if you’re working in a local market. You’re just not going to have enough people ’cause we go. We like to go after people that post it in 30 days on LinkedIn because we know that they’re active. And if we do that. With the local market, you’re just not going to have enough hit rate so. Email phone, text about finding a lot better, even letting them really nurturing. Yeah, the next thing I would do after that after building out the cadence and start running average to them I will. I would want to make sure that we’re we gotta be converting a small market like that, at least that. It got to be a 10% meeting book ratio. For something like this, so you really, if you have a small market like that, you want to really personalize. Every single message that you’re spending. Yeah, and make it unique. Every single one that you’re sending out, even your follow up should be personalized. It shouldn’t just be 1 personalized and the rest of the cadence, not. I really believe with the small market like that. You want to treat them like gold, right? Every person every 5000. Love is super important to you, so you want to personalize every single thing they get. The highest conversion rate as possible. Your ability when you have. Really good relevance with really good personalization. That’s not just. Hey, I see what college you went to, but personalized to the point that it personalized support your outreach. It’s and it’s relevant towards their outrage you can normally see a good 10%, that’s what we’re seeing and if you’re doing like. Semi personalization with good relevance would be like a 5% and then with this aside broad, you probably get like a .5 to 1%, but that that’s really how I would approach it. And then if you’re talking about the convergence side, once you both, then it would be the same thing that I just said. You want to personalize their experience. Let’s send them, call them up right after they booked the appointment asking what’s you know the top three things that they’re looking for help with regarding your service. If you don’t have content regarding that, create it right there on the spot. And then send it. Right?
Let them see you’re an expert and then eventually you want to have. Like maybe some sort of like via cell or something in place and have some testimonials. Things like that you can send them. As well, do your discovery figuring out their pain points based off of the discovery. I’ll really personalize the sales process after that building a plan specifically. Or that person, that’s another. Thing that we’ve been doing. So, we used to have a more generic like demo out. You can call it slide deck, but now we’re really trying to create a plan and really trying to give value to that person even if they don’t buy it takes. It might take an hour or two for us to put it together for one person, but. We just found our convergence both so much higher, so it’s that much more important. But like I said, going up to the local market, going up to the mid-size high end enterprise markets, there’s a completely different approach, so we want to make sure, like the approach that we’re showing them is tailored to them. And we even give them, we show them the type of companies. Will go after. Now we’ll show. Them the type of contacts we have. All this stuff that’s really personal to them and showing them hey, this is exactly what we’re going to do for you. And this is how we’re going to get you to your goal of, you know, no appointments right now. It’s a 30 per month. And so, we personalize. That experience gives them the plan and then we just ask them do they want to execute this on their own or do they want to speed up the profit and have us build out everything because you know a good outbound system could take a year to build, but you don’t know what you’re doing. Figuring all these things out. Or do you want to have this thing launched in two weeks and getting appointment to getting failed within the month? So that’s kind of how I would approach that.
00:24:09 Gary Ruplinger
Yeah, I. I feel the pain on, you know, building some of these new systems. We just got our new. We just got our new email system deployed finally and I think I think I was talking to you about that asking me questions last December. And as we’re recording this it’s mid-March already, I’ve. I mean, I’m really excited, it’s done. The van just even to even the build it.
00:24:29 Matt Fabrico
00:24:30 Gary Ruplinger
When you know what you’re supposed to be doing some of these things, just take. Stay there for. So, there’s a. There’s a lot of value to just kind of tapping into. Somebody says no, our systems ready it’s running. Do you want to use it for you?
00:24:43 Matt Fabrico
We’re gonna build. It for you. Yeah, we gotta build the whole. Thing for you just. Do it right like it, it can take forever. Figuring it out and not. Only that. We’re sending, I mean, we’ve sent over 10 million emails or messages, right? So, like we’re consistently seeing what’s working. What’s not working. So, we’re probably able to adjust faster than most people would.
00:25:09 Gary Ruplinger
Well, I’ve got you just got so many data to work with. You can see the trends before you know somebody doing it themselves take months before they notice what you’re going to see in a week. Just ’cause I got so much common in all this time.
00:25:23 Matt Fabrico
They, yeah, we sent so many messages out. And like you said. Like we heavily believe in constantly testing. That thing is huge, right? I mean we want to test everything, test all different aspects of what’s gonna work and what’s not going to work. I, I never believe there’s one way. I believe there’s more than one way, so we’ve just got to figure out the best way that’s going to work for that campaign. There are best practices. I truly believe that, but when it comes to outbound and market happening marketing in general there is always more than one way. Get the follow certain frameworks that I think. That’s been going on at the beginning of time. I that I thought we built that we mastered that part of it, so we’re able to test and get results faster, but I still believe you shouldn’t test everything.
00:26:16 Gary Ruplinger
So, I know I know last time we had you on you, I think you are the first people talking about doing what you call customized first lines for email where essentially the first line of an email message was personalized to that person, had a team of people do. I’d be curious to see what you know now we’re 18 months or so later. What you find is effective on, say, the cold email side. Are you still doing that, or do you have some new tricks there?
00:26:48 Matt Fabrico
Yeah, so like I said, if it’s a smaller market with 5000 contacts, you would want to do that just, but you don’t want to just use like some of this AI software that are out there and things like that that poll like hey, I seen the article you wrote thought it was awesome, you know. Like that’s cool, but is it super effective? I don’t believe that I believe relevance over President Trump personalization all day long you start to have a super, uh, relevant message will get you a lot more appointments than creating those customers on the custom first line. ’cause I guess it’s like a headline of like a sales page right where it might be an attention grabber. I still say relevance Trump personalization. But if you could do both and do personalization the right way, which is they’re finding something relevant towards your contact that deals with the email that you’re sending. Then it’s valuable, right? If you’re just sending a personalized statement. Just saying, hey, we both went to Boston University, but you know, it’s amazing whatever it might be what we always, whatever these AI first lines, right? Uh, like they always pull like if they, if they wrote an article on LinkedIn. Hey, so the article. The recommendation you receive from. Joe Troyer, congratulations, like nobody cares about that. Especially at a high level, right? They really, then they can see through that now it’s getting a little commoditized, so the first line is regarding like if they’re talking about increased revenue and you’ve seen the article, they wrote about you know. Their goals for this year on ways to increase revenue. You can talk about increasing revenue in that first line, saying, hey so, the two things we wrote about here and write those two things like hey and I have a couple ideas. Different ways you can increase revenue as well which is getting through more appointments. You know, through our system you know we did this for these three companies just like you with both companies called the Action, then it’s super relevant, right? ’cause now it’s just like you’re talking about something that they truly care about, which is revenue. Your product helps increase revenue, so you have that your value proposition and your offer is about increasing revenue. Or getting appointments which is increasing revenue and then you have the social proof saying you did it for somebody just like them with the call to action. That’s going to get you a super. Good response rate. But if you don’t have that, ’cause. You’re not going to find that for. Every prospect I don’t care what anybody says, you’re. Just it’s impossible. And especially we want to do it at scale, then just put together a super relevant message. You’ll get a decent enough response rate if it’s relevant enough and you like, you’ll still get a ton of appointments by doing that.
00:29:43 Gary Ruplinger
Yeah, I think I mean, I think what you said there. It’s not that that approach isn’t necessarily one size fits all that. That probably is a subset of your market. I know is talking to a new client. Yesterday and they do see, oh, and they’ve got it looks. It’s a small list, they said it’s maybe 200 people where their trend is down, and they know that ’cause they’ve got their analysis, so they were smart. They collected just the contact information for them. So now we know exactly what to reach out for them for with a relevant topical message that doesn’t apply to the other. I think we looked 32,000 people. In their market, like 200 people that we know that that one is 4, so we only have it for those people, but.
00:30:30 Matt Fabrico
Oh, exactly, and personalization to me doesn’t always have to be at the contact level. It can be at the group level, so people attending a specific event, you can personalize the first line based off of the event they went through, right? Or if it’s a specific niche and industry the team article come out. That you know that they, although plumbers in the world, just saw ’cause there is a major trend. Can reference maybe something like so it doesn’t always have to be contact waited. And to me honestly, when you are going at their enterprise clients like it. But we we’ve just had meetings with like Ernst and Young. And Pfizer and things like that. They don’t care about personalization at all, they’re just it is like how can you help me like? Like what is this about? You know, and usually they’re delegating it down. Regardless to someone to take a look at it before they take. A look at it, but. That’s a whole different ball game in a completely different approach. And that could be a whole podcast itself. When going after enterprise.
00:31:36 Gary Ruplinger
Enterprise is such a different animal, especially if you’re used to if you used to sell into like the business owner or something like that. But boom, they’re talking to you and they can make a decision all at the same time versus. You know corporate hierarchies. And yeah, that is a that is a different beast.
00:31:52 Matt Fabrico
Yeah, it’s a multi fab. Yeah, I got the multi-step campaign. Can’t a lot of time with these companies when it’s over 500 employees and that’s still considered like mid-size, right? But when it’s over that. You don’t know. Who the decision maker is usually regarding your product and service? Because nowadays people call whatever title that they want, right? No, seizures don’t know what their title is going to be. So, I mean the approach that we kind of just take is who’s the like. We kind of figure out who the right person is first, and then we use like a referral strategy. Hey, this person referred me to you and that usually works a lot better when you’re going after enterprise and we usually start. Top down so we want to usually. Ask the hierarchies like the VP’s or we try to go after C level. That’s a lot harder, but they usually the VPL delegated down to maybe the director like don’t even see. See them at times like hey, why don’t? You take a look at this. Oh, or they’ll just say hey, this is the right person and now we can use saying, hey, the VP told me you’re the right person regarding this thing. Now they are more inclined to take that message because they think, well, it’s true that the VP said to take that meeting.
So, think. Ballgame, different strategy a lot more difficult. But yeah, it still works really well. When you do get system, more touches a lot more follow up with that, a lot more aggressiveness with that I found that it takes to really book these appointments. I gotta tell you an example, one of our clients. I’m at a meeting with the 4th largest school district in the US. A huge deal for them. Multiple 7 figure annual contract for them that they closed and the first phone call. The first thing that the lady said to him was you guys are really persistent. It doesn’t follow because we figured out who the right person was, and we followed up with that person. I think we sent them 7 messages. And seven days. And that’s got the meeting in that. But they closed $1,000,000 contract because we were so aggressive on after we find them refer. Oh, it’s like we have to be like super aggressive towards them because it’s so busy they’re not gonna remember the email you sent them yesterday. They’re just not babe. When you look at the, probably your inbox right out my inbox. VP of McDonald’s. Their inbox is probably that they probably got 1000 messages a day, so they’re not going to remember the email that you know. Sam Smith sent them yesterday. That they have. They are right so. If the different strategy, but if you go after larger clients 500 plus, I will definitely take that approach.
00:34:52 Gary Ruplinger
Anything I didn’t ask you about then. That he thought we should cover today.
00:35:00 Matt Fabrico
No, I think. We, between this podcast and the last one, I think we definitely covered everything more up to date. Any last pieces of advice market research will always be #1 number two try to use a multi touch approach if you can. #3 segment campaigns based on the Personas that you’re reaching out to. Don’t group everybody under one campaign. Like don’t group the marketing people with the salespeople. They have different goals so. So, I suggest that. And always be testing and definitely if you want to close deals. If we’re talking about conversions, educate people throughout your sales process. It doesn’t have to be videos. I always I like processes. Easy and quick to do a video, but. It could be. White papers, it could be 1 pager. 8 Buddies, it could be literally anything, uh, VLT sales letter. Whatever, it is a sales argument. But I would definitely use all that stuff to your advantage.
00:36:05 Gary Ruplinger
Excellent and for anybody. Out there who’s says this is? All great, but I don’t have the time to do it. I need some help with this. How should they get in touch with you?
00:36:15 Matt Fabrico
Yeah, so they can get on top should be at email@example.com, just send me an email. They can also go to outboundfunnel.io. Also, the website book call with one of our sales team. Check out our videos first. We’re going to have you guys do that. Anyway, coming off sales process. Oh yeah, so that’s the best way to get in touch with us.
00:36:39 Gary Ruplinger
Perfect well, I do appreciate it. Yeah, if anybody out there they want you if you want to hear the first conversation. Matt and I had it is episode 7 on the on the podcast so you can get some of these things we talked about there some more detail on market research and some of those fundamentals there that we only had time to touch on a little bit. Here, but I really, really appreciate you kind of start sharing some of your latest in. Insights some of the new stuff you’re finding that’s really effective in driving those conversions ’cause I know. I mean, that’s really the most important thing is those signed agreements now getting those payments in.
00:37:16 Matt Fabrico
You’ve gotta 100 appointments, but if we don’t close anybody, nobody cares, so it’s better to get 10 appointments and close five of them in 100.
00:37:24 Gary Ruplinger
Alright, hold all day long all day long save you so much time.
00:37:27 Matt Fabrico
Most of my clients don’t want to do 100 appointments. 100 appointments so I would just focus on the people who are really qualified and interested.
00:37:38 Gary Ruplinger
No, I think that’s just so smart, and I think that quality over quantity. I know, I know, for me if I if I have to take more than three sales calls, anything I’m like, oh gosh, why do we have so many this week? Who are these people?
00:37:52 Matt Fabrico
Yeah, start getting a headache just thinking same thing over and over.
00:37:59 Gary Ruplinger
Yeah, well Matt, I really do appreciate you coming back on firstname.lastname@example.org. Get in touch with him if you need some help with this stuff. Matt, thanks for coming back on.
00:38:11 Matt Fabrico
Thank you, appreciate it.