How to Master Cold Outreach with Personal Video – In Just 7 Minutes with Dave Holloway

Resources/Links:

• Download your free resource pack to give you some pointers and starters to help you get started in the world of personalized video. Click here: wonderleads.com/freestuff

Summary

Do you find your business in that volume-driven-automated leads approach that pushes people away rather than attracts your ideal market?

Are you tired of spending your time, money, and efforts on things that aren’t getting you anywhere?

Have you considered an approach your relevant prospects find hard to resist?

Dave Holloway helps businesses to sell on value, not price.

Hear him talk about the most important aspects of good business development and find the most relevant and right people to do business with among the millions out there.

Check out these episode highlights:

• 01:36 – Dave’s ideal client: My ideal client is B2B businesses that want to sell on value to premium businesses that want to sell on value rather than price.
• 01:50 – The problem Dave helps solve: I help people overcome their challenges with proactive business developments and new business developments.
• 02:11 – Symptoms Dave’s clients often encounter: The problems, the common experiences are: feeling like you’re wasting time, that money, and energy on activities that don’t feel like they’re getting you anywhere. They’re either getting you very, very little response, or they’re not getting any, at all. It feels like you’re just stuck in a bit of the mud.
• 03:54 – Mistakes clients make before they work with Dave: Typically, the main thing that people fall into the trap of is turning to two things: they turn to volume as a solution. And they often use, like, the second problem, which is automation, to do that. So, they’ll rely heavily on automated funnels to sort of drive a prospect to action when in reality, that actually has the opposite effect. It ends up pushing people away.
• 05:43 – Dave’s Valuable Free Action (VFA): I think the way to get around this is that people need to change their mindset to something instead of looking for something that you can scale as easily as possible, an outbound approach that you can scale, you need to be looking for ways that are as difficult as possible to scale.
• 07:15 – Dave’s Valuable Free Resource (VFR): Download your free resource pack here: https://wonderleads.com/freestuff/
• 07:54 – Q: What is the most important aspect of good business development? A: For me, that answer is focus.

Tweetable Takeaways from this Episode:

“If you're looking to improve your outbound sales, you need to be concentrating on the smallest viable audience for your business.” -Dave Holloway Share on X

Transcript
(Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast)

Tom Poland 00:10
Greetings, everyone and a very warm welcome to another edition of Marketing the Invisible! I’ve just had a bowl with Dave Holloway. Dave, good day, Sir. Very well, where are you calling in from?

Dave Holloway 00:20
Hello, Tom. I’m calling in from Leeds in the north of the UK this morning.

Tom Poland 00:24
Right, and we’ve compared climates and fixed half the world’s political problems and religious… So, I think we’re ready for the interview. For those who don’t know, Dave, I actually, I stumbled across Dave, we had actually… I’d forgotten we were actually presented at a summit together. And I was on LinkedIn and something popped up, and there was Dave’s book, and I bought the book, and it arrived, and I devoured it. I thought it was an absolute cracker day; I really did. I thought it was so well thought out, pragmatic because so many books are a bit of a tease, you know, For a bit of a brochure, really! But yours was really solid. So, folks, I reached out to Dave and said, ‘Look, I’d love to have you on the show.’ And he’s graciously consented, with a small postponement due to the arrival of a new nephew for which we congratulate you today. In addition to writing a fabulous book, Dave is the owner of the shortest bio in the world, which consists of nine words. I asked him for his bio, and all I got was, ‘I help businesses to sell on value, not price.’, which is great. The subject of the interview is slightly different, How to Master Cold Outreach, which is tricky, but With Personal Video. Dave, our seven minutes starts now. Question one, who is your ideal client?

Dave Holloway 01:36
So, my ideal client, Tom, is B2B businesses that want to sell on value to premium businesses that want to sell on value rather than price.

Tom Poland 01:45
Perfect. Thank you. Question two, almost seven minutes left. What’s the problem you solve?

Dave Holloway 01:50
So, I help people overcome their challenges with proactive business developments and new business developments?

Tom Poland 01:59
Right. Okay. And so, how would…Question three, how would someone know that they need your services? What are the symptoms, what’s going on in their business where they think… Find out what Dave Holloway does. Six and a half.

Dave Holloway 02:11
So, I know the symptoms really well, Tom, because I suffered from these exact problems myself running a business for more than 10 years, where outbound sales and new business development was my number one headache. And the problems, the common experience are: feeling like you’re wasting time, that money, and your energy on activities that really don’t feel like they’re getting you anywhere, they’re either getting you very, very little response, or they’re not getting any at all. So, it feels like you’re just stuck in a bit of a… in the mud, so to speak. And so, the problem is that when a business operates like that, it finds itself very much in a kind of a reactive sales mode, where they are dealing with inbound inquiries or waiting for the business to come to them, which is fine. You know, there’s certainly a place for inbound sales. But that means the buyer has all the power in the sales conversation. And so, you’re not leading on value. And it’s very easy for a business to find itself stagnating or vulnerable; if suppliers suddenly drop off or frameworks change, you lose a huge portion of your income, and you don’t have any means of being able to proactively replace it. So, those are the typical symptoms I’ve experienced.

Tom Poland 03:34
A great, great picture you just painted. Thank you for that. Five minutes left. We’re talking about business owners that are growth orientated. They’re not going to sit on their date and do nothing. They’re going to make some mistakes, though. So, what are some of the mistakes that your new clients tell you they made before they started working with you?

Dave Holloway 03:54
So, typically, the main thing that people fall into the trap of is turning to two things; they turn to volume as a solution. So, the first one is they think, right, I’ve got to just hit out as many people as possible in hopes that some of them are in the market for what we do at that exact time. And they’re really searching for the needles in a haystack. And that’s all they’re focused on. They’re just solely focused on those people with an immediate pressing need. And they often use the second problem, which is automation, to do that. So, they’ll rely heavily on automated funnels to sort of drive a prospect to action, when in reality that actually has the opposite effect. It ends up pushing people away. And those communications, that sort of volume-driven-automated approach, where it’s pushing for action actually push people in the opposite way. It burns a lot of bridges that you could build over time.

Tom Poland 04:52
So, is it your observation that people going through those funnels feel like you know, one sheep and have very large flocks?

Dave Holloway 05:01
So, the thing is, that is exactly it. And the problem is, is that you cannot tailor a conversation to someone and make it relevant when you’re dealing on scale. And so, new business development is effective when you are dealing with relevancy to an individual where you have value that you can offer them that they would benefit from. But it’s very difficult to do that if you’re operating at scale.

Tom Poland 05:26
Powerful word relevancy. So, let’s, let’s flip it now. Let’s go, question five, three minutes left. What would you say was a valuable free action? What’s the big idea that someone could use to give away from being irrelevant…something that is actually going to work?

Dave Holloway 05:44
So, I think the way to get around this is that people need to really change their mindset to something instead of looking for sort of something that you can scale as easily as possible, an outbound approach that you can scale. You need to be looking for ways that are as difficult as possible to scale. So, what is it like? Those are the things that get you noticed in this day and age. Now, at Wonder Leads, we champion the use of high-quality, individually personalized video, which is sent to relevant prospects. And the reason that that helps when you’re dealing… when you’re thinking, right, how can I do this level that’s just about sufficient for my business needs? Does it really make you focus on the people whom you can get the most value from in terms of they will see the most value in what your business does? And, really, it’s about trying to think of an approach that will be too good for your prospect to ignore. So, it’s a very different mindset where you’re just looking to try and plant lots of healthy seeds.

Tom Poland 06:53
It has nice concepts, too, because, I mean, in going where, you know, and not traveling the road that is more traveled. You have less competitors, I guess. Well, let’s skip question six for the sake of time, sorry. Eighty seconds left, a valuable free resource, where can we send folks to so they’re going to find out more about your strategies and methods?

Dave Holloway 07:15
Okay, so we have a free resource pack, a companion to my book, Wonder Leads, which can help give you some pointers and starters to help you get started on the world of personalized video if that is something that you want to explore. And if you go to wonderleads.com/freestuff, you’ll be able to download it free from there.

Tom Poland 07:34
Perfect, folks. It’s www.wonderleads.com/freestuff. No commission changing hands here. We’re just promoting Dave because I reckon his stuff is darn good. So, go get it at wonderleads.com/freestuff. Last question, sir. Question seven. What’s the one question I should have asked you but didn’t, and the answer in 35 seconds?

Dave Holloway 07:54
Well, what is the most important aspect of good business development? And for me, that answer is focus. And so, if you’re looking to like improve your outbound sales, you need to be concentrating on the smallest viable audience for your business. Because the one that makes it much easier to find the right people out of all the millions you have available, and when I contact them, they’re more likely to respond favorably because you’re a specialist in their world.

Tom Poland 08:23
Perfect. Dave Holloway, thanks so much for your wisdom, insights, and your time.

Dave Holloway 08:26
Thanks, Tom. Cheers!

Tom Poland 08:29
Thanks for checking out our Marketing The Invisible podcast. If you like what we’re doing here please head over to iTunes to subscribe, rate us, and leave us a review. It’s very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.