A lot of SaaS solutions are sold to company leadership. But they’re actually used by and have the biggest direct impact on people lower down in the organization. Most organizations ignore these end users in t heir go-to-market outreach because they don’t have the authority or access to budget required to make a purchasing decision. But they do something just as important… a detailed understanding of the current situation within their company and the problems that exist at the moment. For example:
SDRs in an organization will know a lot about:
Email deliverability / open rates / reply rates
Cold call connect rates
How many activities they can execute each day
Whether they’re more focused on email or phone outreach
Whether they spend too much time on data entry
How much coaching they recieve
Their current targets / quota attainment
Staff turnover in the SDR org
The same thing can be said for lower level employees in any business function that you sell into (HR, Finance, Marketing, Engineering etc). So, look to gather this information first hand so that you can use it in your conversations with decision makers.
Here’s one way to go about that using LinkedIn.
Run a search in Sales Navigator for the end users of your product / service
Add the spotlight feature “Posted on LinkedIn in 30 days”
Connect with these folks on LinkedIn
Once the connection is accepted - Send a voice note to them that follows this structure:
“Hey {{first_name}}, Thanks for connecting with me, I’m trying to do a little research on {{company}} to understand if we might be able to help {{Value Proposition}}. We’ve worked with companies like {{similar companies}} on this before and helped them {{specific outcome relevant to this person's job}}. Now I know you’re probably not responsible for making purchasing decisions but we find that {{their title}} have a really good understanding of the issues that exist around this at the moment. Hate the idea of a quick chat?
You can then interview this person about the challenges they face in their role at the moment. If you can get multiple perspectives on this at the same company you've now got a compelling narrative you can take to management about why they should investigate your solution.
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