A common mistake

Last week I discussed the problem of salespeople being bad storytellers and focusing too much on outcomes and not enough on problems.

Going deeper on this topic, Gong has some interesting data.

After analysing hundreds of thousands of deals, they found that close rates are reduced by 27% when you don’t use before and after stories, and instead just use ROI.

One of the best outbound messages I received was a 30 second LinkedIn voice note from Matt Aird.

Rather than talking about ROI and "increased sales", he focused on a niche statistic that was very relevant to me:

Connect rates on cold calls (when the person you’re trying to reach picks up the phone).

He mentioned he had a way of increasing this to 20-33% VS the 5% industry average.

Any idiot can say "we will 5x your ROI" but a real expert will use tailored info that is hyper-relevant to your job role or industry.

Not only did we end up buying Matt's data, but we also introduced him to many of our clients.