Power User Spotlight: Cindy Bradley, ShopRunner
Cindy's Sales Hack: Laddered prospecting
I have always employed a laddered prospecting approach. What that means is that while my most relevant contact is the VP of Ecommerce, I will pull contacts that are in supporting roles (manager level) for the same person and cross functional colleagues. The reason being, people in manager level roles are often more aspirational and looking for kudos internally, so they are more apt to take the time to digest a prospecting note and either respond or flip to the VP of Ecommerce. In this case, the senior colleague is more receptive to a conversation since it's been vetted internally. The same is true for their cross functional colleagues--since it's not their bailiwick, they are more apt to flip it to their colleague. Etailinsights gives me all the contacts from Manager to C-suite, enabling me to successfully deliver laddered outreach approach.