Episode Five

How Sales Engagement Has Changed in the Last 5 Years

Guest: Tito Bohrt, Founder and CEO, AltiSales

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How Sales Engagement Has Changed in the Last 5 Years

About This Episode

What makes you stand out?

Why should someone listening to your voicemail or reading your email continue to give you their time?

Our guest on today’s episode of The Sales Engagement Podcast was Tito Bohrt, Founder and CEO at AltiSales.

Tito is a pioneer in defining best practices for sales engagement and how the modern sales rep can use technology to both automate and personalize contact with leads.

We talked at length with Tito about how the landscape of sales engagement has changed, even in the last five years.

Here’s the highlights of what he had to say.

An Existing Disconnect

20 years ago, if you sent an email, you practically guaranteed a response.

Even five years ago, you had an open rate higher than what exists today.

There is a growing disconnect, however, where people recognize marketing emails as soon as they are received and it’s an easy click to dump it in their spam folder.

Even cold-call voicemails are so predictable, as soon as someone hears “Hi, this is So-And-So, from XYZ Company,” they’re deleting that voicemail and moving on.

Now, the focus has had to move from quantity (bulk emails, mass cold calls) to quantity.

In a world of noise and perpetual marketing, buyers are looking for a personal connection before they’re willing to engage, even at the level of opening an email.

How to Use Data to Personalize and Automate

There are four ways at which we can work effectively: eliminate, automate, delegate, do.

“Eliminate” is obviously removing unnecessary tasks, “delegate” is handing over tasks someone can do, while “do” is simply doing those tasks that only you can do.

In terms of sales engagement, “automate” is holy grail. If you can automate and operationalize the process of engagement, that’s where you’ll achieve astounding growth.

For Tito, it all comes back to data.

How Sales Engagement Has Changed in the Last 5 Years

He uses data to create personalized emails. He’ll start by leaving a voicemail, which clevely doesn’t ask for a call back, rather that the prospect check out an email he’s sent.

That email has been written with that specific prospect in mind, using data collected about them (such as where they went to college or what foreign languages they speak).

And yes, personalized emails can be automated, but it means you can’t flood the market with emails like you might have five years ago.

He suggests that you write 10 hyper-personalized emails to 10 high-value prospects.

Then, ask what your follow up email would say? And the one after that?

From there, you can operationalize that. From those emails, what content stayed the same–what can you automate and what data is variable?

At the very least, when you know those things, you can delegate and eventually even be on your way to automate.

Sales engagement platforms help you with all those steps and are Infinitely simpler to run, although they are dealing with more complex inner workings as more data comes in to play.

Know Your Strategy

How well do you know your product?

How well do you know your current customers?

Any hope of creating sales engagement lies in the ability to know how your product or service is meeting a need or solving a problem for both your current and potential customers.

One strategy is reaching for the lowest hanging fruit–figure out who is looking for a solution, send an email, but odds are, that’s what most sales reps are doing, and you’re in high competition.

Instead, ask what are the high-value industries you want your product or service in?

Proving your value and providing personalized insights in a relevant context to your prospect is essential–it’s the point of engagement.

How Sales Engagement Has Changed in the Last 5 Years

Tito continues by saying, “I pay for things that bring me value–tools, salaries. If you aren’t bringing value, I won’t pay, whether that’s money or attention.”

Be hyper-focused on value over time, rather than hyper-focused on time over value.

This post is based on a podcast interview with Tito Bohrt from AltiSales. To hear this episode, and many more like it, you can subscribe to The Sales Engagement Podcast.

If you don’t use iTunes, you can listen to every episode here.

About The Podcast

The Sales Engagement podcast is the #1 podcast focused on engaging your customers and prospects in the modern sales era. This show features real-life stories and best practices from revenue leaders doing the job day in and day out, in a casual, radio-like talk show.

Each episode features modern tactics, strategies, hacks, and tips to get the most out of your sales engagement strategy and help you navigate the next generation of sales. You’ll find energetic talks that will provide you with real actionable value around building meaningful connections and creating a better selling experience through authentic conversations that you can measure.

The Sales Engagement podcast is here to help B2B sales leaders, customer success leaders, and marketing leaders innovate and usher in the next era of modern sales by building pipeline, up-selling customers, and ultimately generating more revenue with more efficiency.

Hosted by Joe Vignolo, Senior Content Managing Editor at Outreach, and Mark Kosoglow, Vice President of Sales at Outreach.

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