How to Create a Sales Message that Gets the Door Opened – In Just 7 Minutes with Caryn Kopp

Check out episode
  • Learn how to craft ‘The Right Message’ that helps you get through to the right decision-makers and brings the exact language that piques their interest so they listen and invite you in
  • Know ‘The Right Process’ to get invited in by the person with the authority to buy your products or services
  • Find-out how to be persistent in sales without annoying your prospects and how not to give up on a prospect

Resources/Links:

Summary

Caryn Kopp is the Chief Door Opener® at Kopp Consulting whose Door Opener® Service has helped thousands of business leaders and salespeople secure initial meetings with high-level decision-makers in almost every major company including P&G, GE, Merck, Verizon, Kraft, Target, CBS, and the list goes on. A best-selling author, nationally recognized speaker, and an expert in Business Development, Caryn can be seen in Inc., Forbes, and Newsweek and she is a faculty member of Verne Harnish’s Gazelles Growth Institute.

In this episode, Caryn shares how she helps thousands of business leaders and salespeople secure initial meetings with high-level decision-makers through a well-crafted sales message that gets her clients “in the door” with their prospects.

Check out these episode highlights:

  • 01:55 – Caryn’s ideal client: “Our ideal client is a business leader who needs more executive-level meetings than they can get on their own. Either through themselves or with their sales teams.”
  • 02:17– Problem Caryn helps solve: The problem that we’re solving is getting these doors open and saying something that really matters to the decision-makers.
  • 03:21 – Typical symptoms that clients do before reaching out to Caryn: “Fewer than desired meetings. That’s an obvious one. But another obvious one is too many decision-makers who say that they’re not interested,’No, thank you.'”
  • 04:14 – Common mistakes people make when trying to solve that problem: Sometimes they fire their salespeople instead of changing their message.
  • 05:11 – Caryn’s Valuable Free Action(VFA): They can incorporate what we call the Kopp-Gap Method of sales messaging. It doesn’t solve the entire sales messaging problem, but here’s a little strategy for you. It’s three sentences, it’s fill in the blank. “Anyone can ________,” and you fill in the blank, “But not everyone can ________,” and you fill in the blank. Example statement: “Anybody can say they give great customer service, but not everyone can prove it. For example…” and then you layer something in that’s incredibly powerful.
  • 06:11 – Caryn’s Valuable Free Resource(VFR): They can visit our website, which is koppconsultingusa.com
  • 06:49 – Q: “When should somebody give up on a prospect?” A: In our world, as long as you’ve done a really good job targeting, and that means taking a wide group of prospects and making it more narrow. Focusing solely on those people who would find you too, one, be an obvious solution. Two, willingly pay what you want to charge for your products and services. And then also feel urgency around having a meeting and taking the next steps. So, if you can narrowly define your target group like that, there is no reason to give up on a prospect. In fact, Dan Kennedy said, “The difference between garbage and salad is timing.” So, hang in there, because your competition won’t.

Tweetable Takeaways from this Episode:

“The difference between garbage and salad is timing.” -@chiefdooropener quoting Dan Kennedy Click To Tweet

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

Tom Poland: 0:09
Hello everyone, and a very warm welcome to another edition of Marketing The Invisible. My name is Tom Poland, joined today by Caryn Kopp. Caryn, a very, well, good day, welcome. Where are you hanging out?

Caryn Kopp: 0:19
Thank you. I’m hanging out in Bedminster, New Jersey, and it’s freezing here.

Tom Poland:0:24
Yeah. Well, it’s a tale of two climates because we’ve got like, oh, I don’t know, 90 degrees today and bush fires raging all around us, and you’re sitting there in New Jersey freezing your butt off.

Caryn Kopp: 0:35
Freezing. Just freezing.

Tom Poland: 0:37
Well, we’ll move on from climate, Caryn is the Chief Door Opener, very clever, at Kopp Consulting whose Door Opener Service has been helping thousands of business leaders and salespeople secure initial meetings with high-level decision-makers, and PS people listening to this, this is the hottest form of marketing, period. So, she’s been doing that in almost every major company including Procter and Gamble, General Electric, Merck, Verizon, Kraft, Target, CBS, and the list goes on. Best-selling author nationally recognized speaker, and expert in Business Development. She’s been seen on Inc., Forbes, Newsweek, and is a faculty member of the wonderful Verne Harnish’s Gazelles Growth Institute, which is a very structured approach to growth, very effective, founded on the Rockefeller Habits, I believe. Caryn, thank you so much for giving up your time. It’s a real privilege to have you on the show.

Caryn Kopp: 1:36
Thank you for having me here.

Tom Poland: 1:38
We will get rockin’ rolling since we’ve got such a limited period of time. The title today is, “How to Create a Sales Message That Gets the Door Opened,” and Caryn’s going to show you how to do that in just seven minutes. Caryn, our seven minutes starts now, who is your ideal client?

Caryn Kopp: 1:55

Our ideal client is a business leader who needs more executive-level meetings than they can get on their own. Either through themselves or with their sales teams.

Tom Poland: 2:05
Perfect. Thank you. Question number two is, what’s the problem you solve for those folks?

Caryn Kopp: 2:17
Yeah, the problem that we’re solving is getting these doors open and saying something that really matters to the decision-makers.

The decision-makers are phenomenally busy, their calendars are completely full. So, if they’re going to bump three people off their calendar and make room for you, you have to say something that is so compelling that they can’t live without, that they’re going to agree to that meeting.

Tom Poland: 2:35
Because you’re targeting some of the busiest, most time-poor, and actually most stressed people in the world. I mean, people…

Caryn Kopp: 2:42
Yes, absolutely. It used to be a couple of years ago, you could say, “I have an interesting resource for you,” and they would take a meeting, but no more. Now you have to say something that’s infinitely more powerful than that.

Tom Poland: 2:54
Yeah. And you know, for those of us who own business think that we’ve got a lot to worry about or bit of anxiety. Folks, unless you’ve been there, you have no idea the pressures and stresses of reporting to a board, of colleagues, of people trying to political gains, etc. So, we’ve got to get the cut-through, got to have something that’s going to motivate them to want to know more. Five and a half minutes left. Question number three is, what are some of the typical symptoms of this problem that people are experiencing before they find your solution?

Caryn Kopp: 3:21
Right. Well, of course, fewer than desired meetings. That’s an obvious one. But another obvious one is too many decision-makers who say that they’re not interested, “No, thank you. I have a good solution in place. And there’s no need for me to take time on my calendar to learn about something new.” That’s one of those things that we recommend that people put in their CRM’s and track the number of times you’re getting that objection because if you’re getting it too often, you need a stronger message.

Tom Poland: 3:51
Right. It’s not really that they’re too busy. It’s that your message, your value proposition is weak by the sound of it. Thank you. Four minutes 45 seconds left. What are some of the common mistakes people make when they’re trying to solve this problem? So, before they get to your solution, they’re going to be aware of the problem, they’re going to be worth the symptoms, and they’re going to try stuff. So, what are the things they try that are doomed to failure?

Caryn Kopp: 4:14
Well, sometimes they fire their salespeople instead of changing their message. And they shouldn’t really do that.

Sometimes they just throw marketing at it and hope that that’s going to create a better message, but they never actually went back and looked at the words that they’re using to see if those words are working hard enough for them. They do a lot of things wrong before they finally get it right. And one other thing that they do is they don’t ask an expert for help.

Tom Poland: 4:40
Yeah, big mistake. And it’s like, well, you know, we’re doing 10 every hour and it’s not working. So maybe 50 will work. What we’re doing isn’t working…

Caryn Kopp: 4:51
Fifty of the wrong things.

Tom Poland: 4:52
Yeah, we’ve all done that mistake. So, thank you. So, three minutes 50 seconds left. Question number five is, what’s one valuable free action that someone listening to this with that problem, with those symptoms, could take? This action is not going to solve the whole problem, they’ll need your services for that, but it will take them a step in the right direction.

Caryn Kopp: 5:11
Right. So, they can incorporate what we call the Kopp-Gap Method of sales messaging. It doesn’t solve the entire sales messaging problem, but here’s a little strategy for you. It’s three sentences, it’s fill in the blank. “Anyone can,” and you fill in the blank, “But not everyone can,” and you fill in the blank. “For example,” fill in the blank. Start with that and see how it does for you. If it’s done properly, it will render your competition irrelevant.

Tom Poland: 5:44
Wow, can you give us a real-life example of that statement?

Caryn Kopp: 5:48
Sure, “Anybody can say they give great customer service, but not everyone can prove it. For example,” and then you layer something in that’s incredibly powerful.

Tom Poland: 6:00
Oh, very, very nice. Thank you. Heaps of time left, two and a half minutes in fact. Question number six, what’s one valuable resource that we could direct folks to that’s going to help them even more?

Caryn Kopp: 6:11
Right. They can visit our website, which is koppconsultingusa.com, K-O-P-P, consulting usa.com, and go to the blog section of our website. I’ve been writing for years, lots of tips and ideas that will help you to get in the doors. do better when you’re in there, and close more sales.

Tom Poland:6:33
Thank you. That’s Kopp, K-O-P-P, consultingusa.com. So, we’ve got two minutes left for question number seven, which is, what’s the one question I should have asked you but didn’t. And the answer would be nice too, please.

Caryn Kopp: 6:49
Well, I think that you could ask when should somebody give up on a prospect because there’s a lot of different ideas out there about when somebody should give up.

But in our world, as long as you’ve done a really good job targeting, and that means taking a wide group of prospects and making it more narrow.

Focusing solely on those people who would find you to — one, be an obvious solution, two, willingly pay what you want to charge for your products and services. And then, also feel urgency around having a meeting and taking the next steps. So, if you can narrowly define your target group like that, there is no reason to give up on a prospect.

In fact, Dan Kennedy said, “The difference between garbage and salad is timing.” So, hang in there, because your competition won’t.

Tom Poland: 7:43
Perfect. Caryn Kopp, thanks so much for your time.

Caryn Kopp: 7:45
Thank you.

Tom Poland: 7:49
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.

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