Scott Milener joins Collin Mitchell in this episode of the Sales Hustle podcast. Let’s hear from Scott as he talks about the journey of his sales career and how he managed to develop a lead generation system that makes sales pitches worthwhile and would stand out to prospects.
Scott Milener is the sales expert CEO Of IntroSnap, an outbound lead generation platform that harnesses the purposeful balance of business and supporting global causes, making it easier for professionals to connect while supporting global causes important to the future - the faster and more affordable way.
A graduate of University of Rochester with a BS in Economics and Business Administration with an extensive background in sales, Scott is an experienced sales leader in B2b SaaS sales that span from cloud applications in CDP, to martech and adtech, to demand generation, and all the way to social and related solutions.
Prior to Scott’s current role as CEO of IntroSnap, he held very notable sales leadership positions such as being the VP of Sales at Blueshift, a SmartHub CDP high scale, 1:1 cross-channel marketing. He stood as VP of Enterprise Sales at Functionize, Inc., an AI powered QZ in the Cloud. He handled the floor as the Sr. Director of Enterprise Sales at Oracle Marketing Cloud, where he led a team that closed and implemented some of OMC’s largest customers including Cisco, Kaiser Permanente, Robert Half, Altera, Etc. He’s even taken the reins as VP US Sales at PeopleBrowsr, a leading social analytics, digital marketing, and big data platform, where he handled key account sales, channels, and co-marketing with major clients including the GRAMMYs, eBay, SAP, Purina, and P&G.
Find out more and reach out to Scott Millener and IntroSnap through the following links:
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Episode 94 - Scott Milener
Welcome to the sales hustle. The only no BS podcast, where we bring you the real raw uncut experiences from sales change makers across various industries. The only place where you can get what you're looking for too. Uh, your sales game today's episode is brought to you by sales cast sales cast helps sales professionals transformed the relationship building process and win their dream clients.
[00:00:30] I'm your host, Colin Mitchell. What is happening? Sales hustlers. Welcome to another episode, very excited to bring to you today. Scott milliner, he's the CEO of inter snap, where you can book more meetings by donating to a charity of the choice of the executive buyer that you're trying to book a meeting with.
[00:00:50] And we're going to dig into some of those topics about prospecting and how to stand out. And, uh, Scott, welcome to the show. Thanks so much Colin. Great to be here. And yeah. So excited to chat today. Yeah. So just give us the short cliff notes version of your sales story, and then we'll jump into these topics that we planned out for the sales house sellers today.
[00:01:12] Yeah, so, I mean, for me, you know, I've been in, uh, enterprise selling and B2B selling, uh, across MarTech and adtech. Really for my, my whole career. Um, you know, most recently was head of sales at a fast growing company called blue shift. Uh, prior to that, I had a company called function eyes, both of which were in the, you know, uh, marketing automation, testing automation.
[00:01:37] And then prior to that, uh, did three years at Oracle marketing cloud, uh, were, um, had a great run. There were working with some great people. And so. Really, uh, uh, sales, uh, you know, uh, enterprise sales and this, your processing process, uh, prospecting is in my blood. So always fun to talk about. Awesome. So tell me a little bit, like, what are some of the, the, you know, foundational things that you learned in, in, in, in sales that have kind of served you well in your, in your career?
[00:02:10] Yeah. You know, um, Some of the things people talk a lot about how to interact with customers is a big one. How to do outreach is a big one. Um, I mean the number one thing that I have found, we, we talked a lot about the various skill sets of salespeople. Uh, are they a closer, are they a good presenter? Are they a good negotiator?
[00:02:31] Are they a good Hunter? Uh, all these things. Um, those were all important, but I mean, really the number one thing is you've got to fill the top of the funnel. Uh it's like the, the top of the funnel is the sort of like the. The air to the lungs of a company, right? No air in doesn't matter what else you're trying to do.
[00:02:51] It's not going to happen. Right. Uh, and so that is the most critical thing that people be focused on and be good at. Uh, but it's, you know, but it's hard to do. And everybody has an insatiable appetite for more, uh, more leads, more bite, Jen, right? There's no, no company ever says, well, we have enough revenue.
[00:03:09] We're good. Right. It doesn't happen. So, so filling the top of the funnel is a, is a passion from mine because what I found is that. You feel a funnel, you'll get people through the funnel, you'll figure out the pricing and to figure out the pitch. And you'll be, you'll bring in the CEO of necessary to help with the closing.
[00:03:27] Uh, but if you don't fill the top of the funnel, none of that stuff matters. Yeah. I love that analogy that the, uh, the top of the funnel is the air to the lungs. Right. I mean, if the funnel's empty, then does it matter how good your discovery or your closing or your negotiating or any of those other skills are blocked or, yeah.
[00:03:49] Yeah. And, and even more too, like if you're not filling the funnel as much as you should. You don't even get to put any of those other things into practice, nearly as much to, to sharpen them in, to get better and to learn and to evolve. Correct? Yeah. And you don't learn, you know, what's working and not working during the sales cycle and all that good stuff.
[00:04:06] So that's a huge area that obviously one says they want to do, but our sales team's really focused on it. And what are they actually doing to drive? You know that pipe in some salespeople are better at it than others. And so one other topic that's a lead. That's a follow on to your question I think is important is, is that, that core, uh, skill and energy and making sure you have that in your team, you know, you just, you want people who are willing to, and ready to get in there and make it happen and grind a little bit and try things and put on that hat every morning and go and.
[00:04:40] And so I'm going to try this outreach. I've got an idea that I had last night. I'm going to take that new content. I'm going to try this new tool. Um, there's a lot of salespeople out there that consider themselves sort of closers, and they really don't want to do the hard work of pipe gen. Uh, they kind of wish it has had good deals and this want to run deals basically.
[00:04:58] Um, but you know, these days in SAS running the deal is important. The way you do it is important. The way you listen, active listening, the way you address objections. But it's also a little bit of a step-by-step process because if the product shows well enough, the demand is there. Um, you'll get through and make a bunch of sales if you have the pipes.
[00:05:17] So that, to me, the most important part is really that that person who's on the team who gets it done, gets up, sends the emails, tries the things. Reaches them in a personal way, does the research, and that's the sort of a tactical value that ends up filling the pipe, which fills the whole company's coffers.
[00:05:37] Yeah. And so why, why is it so many salespeople struggle with that top of funnel activity? Um, because it's tedious and it's hard to know what's going to work and you've got to get up and it's a little dry. Uh, you know, and you've got to figure out and I got to do a video and I've got to get into, you know, sales loft.
[00:05:57] And I got to, you know, do all these things. And I got to grind out a hundred emails and I got to make 28 calls. It is a very tactical, repetitive, a little bit tedious part of the job. Luckily, it's also a little bit like digging for gold pound pound pound rocks, rocks, rocks. Oh, gold. So then if you do it well enough, then you get, Whoa, I got, I got an opportunity and then often.
[00:06:20] Uh, what I found in my career, you know, um, running sales teams, the deals that we get outbound tend to be much larger. ARR tend to be much better logos, and that the cycle actually tends to be a richer cycle once you get in, because you had to get in and get to the right people. And once they accept that, And so, uh, you know, they're bought in, in a way and that inbound leads or other types of leads or, or, or, or, uh, you know, uh, however you're getting them are, are often not as, uh, as large.
[00:06:55] So the is bigger, significantly bigger. So some numbers typically what I've seen, um, you could have, uh, in some companies you could have, uh, you know, 60% of your pipe be inbound. 40% outbound, or even less 30% outbound, but that outbound is going to account for 70% of your number, right? Because you're not going after small companies with no money when you're going outbound.
[00:07:23] Right. You're going after. Like, if you're, if you're selling to big brands, they're going to go after Adidas and Nike and Walmart and the, you know, the big guys, you're not going after unknown company X. And so you get in there and it's like, you, you land a whale. So that's what pays off with physical stuff worth it.
[00:07:40] Yeah. And on, on inbound, there's a lot of, there's a lot of mistakes that I see people make where, where they treat that, that lead. Like it's already, it's already qualified, ready to go to the next stage, you know, outbound. You're really starting at zero and going through the full cycle of the sales process and yeah.
[00:07:57] And if you're being, if you're doing it right, like you mentioned, right. You're targeted. Right? So you're going after those, those higher, higher value customers, those people that, you know, maybe matter a little bit more to you, you know, that are, you know, more valuable, um, to the organization. So, um, I'm curious, like, you know, one thing that we kind of mentioned that we would talk about is, you know, the, the different ways of prospecting, like how to stand out.
[00:08:22] Right? Cause you know, executives are tired of seeing the same stuff. Like the LinkedIn DMS that are four paragraphs with a call to action calendar, come on, you know, things like that. Or, you know, the. Cold call script. It's all about me and what I do and nothing about you. Um, so what are some creative ways that you've tried or you know, that, you know, teams you've worked on and, and that you see that are, that are working.
[00:08:48] Yeah, so this is sort of the endless discussion. Um, but there are some things that definitely make a difference. Um, so one is you've got to sell on the pain. Uh, you know, there's a saying in the Silicon Valley, um, um, people say they want vitamins, they should take vitamins, but they buy drugs. Right. And so, because vitamins, I take vitamins.
[00:09:08] I dunno. I dunno if it actually helps me or not. It's hard to tell, but if I have a headache. At three o'clock in the morning, I will get up drive to Walgreen's 24 hours and buy et cetera. Uh, and so, and it's expensive, right? So, but as I had the base, I gotta press on the pain. And so you better know the pain of your buyer, and that takes a little bit of research.
[00:09:27] Uh, who are you going to talk to? So for example, if you're selling MarTech, make sure you're selling. If you're selling to the head of digital, that person's pain is different than the person who's head of ads or head of product. And so you've got to press on their pain and here's what I suspect. If this is bothering you, then that's like a lot of people I talk to, you know, let me know if you're interested to help solve this or, or here's how we help solve that.
[00:09:49] Love to talk if you're interested. Yeah. And then you hit them with it. You got ahead with it over and over again. It's like, uh, you know, if somebody has a wound and you press on it, they're going to respond. Right. And so that's really important. Um, but that means a little bit of research and some smart writing.
[00:10:03] Don't just go in with, you know, feature, feature, feature. Um, they don't care. What they care about is how you solve the pain. Another thing is, yeah, you want to make it as personable as possible. Uh, when people care about you caring and it's kind of like until you show that you care, I'm not nearly as interested in actually talking about the pain is a way you, okay, you understand me?
[00:10:27] This is one way, another way is something about them, you know, that, that, that you can find. Um, and this is one of the reasons, you know, for example, there's a segue just with intro snap, um, Is one great way is, uh, is to find a cause or something that matters to them personally, that then you could donate to.
[00:10:46] And that's the whole purpose of the interest app network is, uh, is an offer for donation to return for some action. Uh, and Oh, you're going to put money to, to my local son's school. Oh, that's that's in your charity list. Okay. Now you've got me, right. That's a part that's super cool. Cause I, they have a fund.
[00:11:03] I don't pull out as much money as I should, but you're going to put two or 300 bucks toward that. You've got 30 minutes with me or whatever the other action is. So there's an example of the type of thing that that works. And so, um, and, and, and this, one of the reasons I really wanted to have you on here, cause, um, I'm very intrigued by what you're doing over at intro snap of, you know, Facilitating booking this meeting and getting, you know, high level executives on your calendar in exchange for donating to something that they care about and making that pretty seamless and simple.
[00:11:34] Um, how do you go, how does a seller you go about like finding out, you know, what causes they care about and things like that so that they can reach out in a meaningful, personal, you know, factual way. Yeah. Um, so the, the good news is that a lot of exacts, especially like, you know, I don't know, this seems to be a correlation sort of director and above kind of the more experienced, uh, shall we say, I guess, um, they, they, it's more and more common that they'll list something even right on their LinkedIn, you know, um, the other day we had an interesting app user who found that, um, there was, uh, uh, head of marketing.
[00:12:11] They wanted to meet with literally right in the bottom of LinkedIn. Was this charity in New York that they're associated to reflect their lack on the board of it. Well, there's gold right there. So, um, I want to talk to you about solving this pain and as a thank you, and to give back, we'll put $200 toward, I forget the exact name of it, but it was a, you know, it was a charity that nobody else ever heard of.
[00:12:32] Right. But it's in intro snaps charity list. Cause we're integrated with over a million charities. So even if it feels obscure, if it's a five Oh one C charity, we have it. And so this person, they said that in the note. They searched it. I said, well, that's awesome. You've got that charity. Okay. Now you're, you know, and then, and they had a wonderful connection because of that.
[00:12:55] So right there from LinkedIn is a great place to start. If they have blog posts, um, any, any content you can find about them is, is, you know, on Twitter or whatever is all, you know, um, is all fair game. And then sometimes you can guess so sometimes you'll go to a profile and you'll see that, um, they're into there.
[00:13:13] They love the outdoors, they hike, or they fly Fisher, they boat, or they surf. They probably care about environmental causes, if they're big on something like that, you can guess or something to that effect. So, Oh, Hey, you know, um, the, the, um, uh, the other day, uh, I was talking to somebody and, uh, the Surfrider foundation was his thing.
[00:13:36] And so we gave a. Thing to charity for the Surfrider foundation. And that meant a lot to him. Right. So, uh, something that we wouldn't have even known to ask. Right. But, but that meant a lot. So it's that type, it's that type of research that really pays off. Yeah. And so what are you seeing as far as like, you know, an appropriate amount to sort of offer for, for somebody's time or, uh, what's the best way, you know, this is kind of a.
[00:14:02] A new category, new space, a new way of asking for these people's times. And so people that are maybe wanting to give this a try or think about, you know, this, what are some best practices around this sort of approach? Yeah, I think, um, you know, you're going after execs, usually if you're selling them some SAS product, because you'd need the senior execs to decide on these things and push it.
[00:14:25] So director and above, even at large companies typically, um, So, you know, the fact is a larger donation is going to move the needle because you're sort of saying, you're sort of saying, you know, here is what your time is worth. Um, and so, you know, we see, uh, I think the, I think the average, um, The average, uh, donation right now, and interest snap is like $250.
[00:14:50] Uh, and some people are put off. Some people have put up a thousand, um, because you know, the, the meetings are so valuable now, anything about interests now, but this is one of the reasons we designed it as sort of this meeting hub, where would you put up a request and the person comes and accepts it. You have a clearing house.
[00:15:05] All that stuff happens. We paid the charity. So you can control it. You don't pay the donation a less the meeting or the action happens, right? So you're not just spraying and praying, like sending out a hug, you know, $200 to a thousand people. You only it's a give and take in which case it's totally worth it.
[00:15:23] Right? There's no SAS team that I know of that wouldn't spend a couple hundred bucks to get that QI meeting it's worth even more than that. In fact, one of the reasons we started interest snap is because I've seen it prior companies. Um, and these are pretty well-studied numbers. In fact, when we talk about this on interest.com uh, a B2B meeting, fully loaded the tools and time is about $2,000.
[00:15:47] Um, and then a, an opportunity qualified opportunity that we'll put in the pipe in Salesforce or whatever your CRM, $4,000, right. And we're only closing maybe 20% of votes. So the dollars going out the door, it was just unbelievable. And that's one of the reasons we started interest map is to solve that problem.
[00:16:04] Incredible spend let's change that up. And it turns out that people are booking meetings for a lot less and a lot faster by putting up two or $300. Uh, and those economics are really working. So that was another, another learning that we've put into it. Yeah, no, I can definitely see that. And then there's tons of SAS companies that are outsourcing their, their, their meetings and paying, you know, 500,000 or if not more for, you know, a meeting for a qualified, it still ends up being about two.
[00:16:34] Yeah. 2000. Yeah. No, it's funny that you mentioned that. Cause I just talked to somebody who's going to bring their sales team on Ninja intro snap. And they are using one of those outside firms. And I said, you know, typically it's about $2,000 per meeting. And he said, well, we don't pay those guys. And he paused.
[00:16:49] And he, he thought he went through the numbers real quick. He goes, you're right. We're actually are paying a little over two grand per, per meeting. When you add up the number of how much we pay, how many meetings they get that are qualified. And, uh, so, uh, there's no, there's really no way of getting around it.
[00:17:04] Uh, and that's our goal is to help fix that. Yeah. So, so tell me, what are some, um, things that you see work or that you recommend as far as, you know, when is it appropriate to put that ask? Is it in the first called message? The second, you know, do you, you know, send some smart messaging to kind of pique some interest and then sent the intro strap sort of link, you know, because.
[00:17:28] Yeah, I was sending a link in the first message usually comes off pretty spammy. And, you know, I've seen that, you know, you don't get good conversion when you send a link to the first message. So can you just kind of break down, you know, sort of what a sequence would look like with intro snap, you know, embedded in there.
[00:17:44] Yeah. And this is honestly applicable to whatever kind of link or, or, you know, if you're doing another, some other gifting or whatever it might be, uh, asking for a meeting is a big ask. So whether you is interest app or not, I don't recommend anyone to just go. Blah. Here's my feature set. Will you take a meeting?
[00:18:01] I mean, the hit rate on that, I don't care what you're offering them is just like, you know, you're going to get the Heisman right from most people. It's just, you know, it's too much too soon. Um, so generally what we find with intro snap is. And it's just, it's aligns pretty well with, as you would, I think, um, you want, uh, and we have a document on this, but you want them to be, uh, honest scale of awareness.
[00:18:23] So the scale goes awareness, interest and intent, right on a lead. Uh, and so obviously the more intent, the better, but intent is harder to come by. So the most, the most, the most intent is an inbound form. Fill the least intent is cold, never talked to them. Cold cold first outreach. So there's a whole spectrum in there of awareness.
[00:18:44] So ideally they've got no awareness, like they've clearly opened some of your emails, maybe downloaded some content. Maybe you even had a call or maybe they asked you is something in, Oh, Hey, thanks. But how does this work or was that costly? Or we already use such and such at least a little bit of engagement, um, or maybe, uh, and then there's further up the awareness or the interest level.
[00:19:04] Um, they're coming to, they've registered for a webinar. They came to a webinar. They did do an inbound form sale, high intent, but that, that intent fades to interest. If you don't strike while the iron is hot, a lot of times we get an inbound or some other engagement or a webinar attendee, and then they go into this ether of kind of stalled happens all the time.
[00:19:28] It's a huge bane of, of B2B selling. Great. All of those touch points in the middle, we call them mid bound. Right? So there's outbound inbound. We call it mid bound. Um, does not, they're not in a cycle, but we're trying to reach them. It's a great time to say, I know you're sort of busy. Uh, we want to get on and talk about those two things that are, talk about the pain and as a thank you in a way to give back, we'll put $200 into the charity of your choice.
[00:19:55] That's a good time, but get them off the fence is kind of the, there's a lot of that going on. Interesting. Okay. Now I have, I have, I've had a bunch of questions for you. I have to say I'm really, I'm really intrigued by what you're doing and an intro snap. And I think all the sales, little hustlers listening can, you know, adopt this as a strategy and check you guys out.
[00:20:14] I, I think it's, it's a, it's something different. I love new different ways to, to do outbound, to do prospecting. So yeah. Uh, I'm really enjoying this conversation and, and selfishly learning a lot about interest step along the way as well. Um, so I have a question. What about, have you seen anybody have any success with sort of like, you know, using this in a cold call pitch?
[00:20:37] Right. So presenting that and then, you know, sending the link after wrapping up the call, um, or do you see this mainly using Mudbound, uh, email LinkedIn sort of messaging. Um, so after, after a call of any type, call it a discovery call or a first meeting, uh, the smart reps are asking now. So tell me more about what are you into our saw that you served, where I saw that you were in cancer foundation or whatever.
[00:21:04] Or is there a charity, you know, let's stop talking business for a second or is there, what kind of stuff are you really intuitive? You support? Cause obviously we're, we love to, and they'll tell you, they'll tell you, people love talking about that, you know? Oh yeah, that's right. Yeah. What school do they go to?
[00:21:20] You literally, then you look, you know, uh, like our local here, it comes up and someone said, my God, you've got that, that fund. Okay. Um, so you can so ask it actually during discovery. And they'll tell you something I'm big in the environment or actually name, building, even name a cause that they're. So after the call, you can just send them an interest snap.
[00:21:41] Thank you. It doesn't have to also be associated to getting a meeting. Hey, it's so great. Chatting with you here is, you know, a hundred dollars donation offer to that environmental fund that you mentioned or the kids' school. The, you mentioned on us, uh, you know, uh, and, and, you know, please take that and I look forward to our next meeting next week with the VP or whatever it is.
[00:22:01] That's awesome. And then what happens is you put the whole thing on a different footing. You're not just a salesperson anymore. If you've reached them in a personal way. And then what happens is on the next call. They thank that rep. Hey, thanks so much for putting 200 bucks to the Surfrider foundation or whatever it might be.
[00:22:18] That was super cool. And Oh yeah, you surf. Where do you surf? And the next thing you know, you have this other conversation. Uh, that otherwise doesn't isn't as a normal, so as comfortable. So, uh, that's a great, great time to use it. Yeah. Yeah. Okay. Thanks. Yeah. Uh, that's super helpful. And, and so I'm curious, I know this is a question that our sales hustlers are going to have is how do they make the case to get the budget for something like this for booking meetings?
[00:22:45] Yeah. Yeah, no good point. So one cool thing about intro snap. And we also thought about how it's done today. It's not, first of all, it's very easy to start. Anyone can start at interest, not.com. It's just, you just use the site. So, uh, the same way you go log into LinkedIn, you don't have to, you don't have to go through a SAS purchase cycle.
[00:23:04] InfoSec, get everyone on the team to agree over six months of chatting. Um, it's hard to get SAS inside companies. They're just, everyone has to agree and it's expensive. So we did, let's not do that. You don't have to license it. You just go use it. So that's number one. Any rep can go use it. You don't need a, a big license.
[00:23:22] Number two, uh, you can use it for free. So the, the, there, there was one there's, there's a, what we call the universal intro Snapple link. If anybody uses something like chili, Piper, or Calendly, you understand, we, you have that link that you share. You can use an intro snap link, you set up a standing offer of a hundred dollars to charity, and you put your little blurb in there and you can fire that off to anyone, you know, and put it in a cadence, put it in SalesLoft or outreach.
[00:23:49] Put it in. Do your outgoing emails, put it into in InMails, put it in when you're, when you're trying to get attendance to webinars. If you do, if you attend the webinar, click this link, think your charity we'll make a donation, you know? And so you get to spread it and there's, that's free. Anybody can do that.
[00:24:06] Um, and so you only pay if they take the action you wanted, in which case it's worth it, because we know that it's two grand per meeting, right? So if you put a hundred bucks down in the person to accepts, it's like, So there's no sales team that won't pay. If you get the action done. All right. So the upfront cost is actually three.
[00:24:28] Interesting. Okay. I love that. Um, Scott, thanks so much for coming on and, and, uh, and sharing some of these tips and these new ways of reaching these executive buyers. Uh, any final thoughts, anything you want to tell folks before we wrap it up and then we'll go ahead and include the link there. If they want to get started on interest snap.
[00:24:49] Cool. Um, yeah, you know, uh, we want to help, uh, BDRs and AEs sell more. That's the world I come out of my co-funder founders come out of. And so, uh, you can do that for firstname.lastname@example.org. Anyone can try it today and this angle is working and it'll help you. And then, um, you know, feel free to, you'll just be of a help, help that interest map.
[00:25:13] We're there to give support and best practices. Uh, but you know, anyone can start today for free a neutral step.com. Awesome. Thanks, Scott. And if you enjoy today's episode, write us a review, share it with your friends. We'll include the link to intro snap there in the notes, and as always, we're listening for you.
[00:25:32] Thank you for tuning in to this episode of sales hustle. Are you a sales professional? Looking to take your sales career to the next level. If the answer is yes, then I want you to go over to sales, cast.com, check us out. And if you feel that you are ready, set up a time to talk with me and my co-founder Chris, I'm your host column Mitchell.
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