I am still a big advocate of that method because it works and I am paid very well for doing it and teaching others to do the same.
In my daily cadence that I call my "ground and pound" method I reserve some time in my day for whale hunting. This post will talk about what I do for that time.
Please keep in mind that this requires you to have a viable quality product, have experience cold calling, and have an understanding of your target customer. If you have none of these, you will never be able to sell your product very effectively... and this post probably isn't for you.
You may also disagree with this post and that's cool because each person sells a little differently and what works for me, might not work for you. Please take from this what you think will work for you.
So during my "ground and pound" I make time 2 days a week for whale hunting... typically Tuesdays and Thursdays are the days that work best for me. During this time I would target 10 specific companies that I want to make inroads with, and I would begin to call them at 10am (which is why I call it the 10@10 method).
I would pick out anywhere from 2-5 contacts at each company and start calling with a pre-defined simple script. I would also make the companies all from the same vertical so that the script resonates with all of them. The main purpose of this call was to get a best point of contact (BPOC). I would call these people and send a follow up email (template) after each call. I would make my first call/email set on the Tuesday, and then follow up with another call/email on Thursday. If they picked up the phone or responded to my email I would remove them from my follow up list.
The following week I would start the process all over again with another 10 whales. It could be a different vertical/script. Now, this isn't the only calls that I did that week as I would have a call list of hundreds to call that week. This was just the whales.
I did this just this morning and received 4 best points of contact from 4 different companies. Several times I was referred to the same individual when I was calling into the same company... which led me to believe that I was in fact being suggested to the correct person.
If you do this consistently week after week you will develop a list of your key "sell to" contacts of about 200 people. These people are the ones that can put through a single deal that makes your month a success. So all you would need to do is close a deal with 6% of that list and you have a yearly income. Once you add on the steady stream of run rate deals form your SMB market you will be "in the money".
Once I have that list of people I would go whale hunting on a Friday afternoon and use my call low to call high technique. Why Friday? I am not sure why... but it works best for me for some reason. I am targeting top level IT guys so it might be something to do with that...
Again, I didn't post this to teach you how to write a script, how to build a call list, or how to find your target customers. Those each deserve their own post. This post was to show the importance of segregating a portion of your call list and call time to go after the big deals and how planning/consistence is key.
If you are making a call cadence, try doing this and you might be surprised by the results.
Make your calls, have a plan, have a script, and reach for the stars. If you miss and get the moon, the moon is awesome too.
What works for you when whale hunting?