Selling to Commercial Property Management - What Works?

Aloha Savages,


I'm working in a Toronto-based proptech shop, and I've spent the last couple of months tweaking my messaging to try and side-step the intolerance my ICP (Commercial Property Managers w/ 1B+ AUM) has developed for cold email and calling.


I've revamped my messaging, personalized, and tried different methods of calling with variable levels of success; I'm currently a BDR, and my little experiments have been a big contributing factor to my wins so far.


However, my next frontier is to leverage social selling. Both my lead marketer and my CEO want to get into the world of LinkedIn ABM, and I'm not super experienced on that front. Bear in mind, I'm a new grad with a relatively undeveloped network in the industry.


For my vets currently or previously selling tech to property managers, what works? Vidyard? Personalized/plain invites? Cold Facetime (jk)? Or am I wasting my time?


-Scooter

🔎 Prospecting
👑 Sales Strategy
🤝 Networking
5
jefe
Arsonist
3
🍁
Cold facetime.... 60% of the time, it works every time.

#sexpanther
scooter
Opinionated
1
BDR
Ron Burgundy only gives cold demos via Facetime. 
TennisandSales
Politicker
2
Head Of Sales
your not wasting your time. 

when you say "personalized/plain invites" do you mean like sending calendar invites? cus that is a terrible idea please dont do that. 

also can you clarify what you mean by the CEO wanting to "get into the world of Linked In and ABM"?
scooter
Opinionated
0
BDR
Haha, no I'm not sending cold calendar invites.  I mean having a little text in a LI connection request (the 'Hi x, I'd like to add you to my network' bit, ~200 characters tops) vs just whammying the connect button.

And we've been selling through an established network in North America and the UK, but there's a big world of PMs out there.  We're testing out social selling on the sales side and account based marketing via LI to see if it sticks in comparison with more traditional channels.

Thanks for the response btw!
TennisandSales
Politicker
1
Head Of Sales
ah ok well thats good haha. when it comes to LI 

DO NOT say that in your connection request haha. idk what it is, but it just doesnt add anything. 

just send a connection request. 

What you SHOULD be doing is following people that share content about your area of expertise. 

Start commenting and interacting on comments on those posts. 

follow/connect with the ppl that are commenting on those posts as well if they are in your ICP. 

Then start sharing your own content. Make sure you have a point of view about the industry/market/ or your product. 

when you say you are "testing our social selling" can you expand on that? I see this get F'ed up all the time. 
scooter
Opinionated
1
BDR
By "testing social selling" I mean we're working on actively engaging with our ICP and target accounts rather than managing a company landing page on LI.

I've got a couple content writers preemptively creating more blogs and a couple of clients are doing video case studies; I'm doing this so we have a backlog of content once our following actually reaches a critical mass that can generate inbound leads.  

It's sort of like caring for a new citrus tree, it kinda takes a while before it starts bearing fruit.

I've been trying to comment in a meaningful way that's not complete bullsh*t on posts by/related to my ICP.  However, searching for applicable posts then doing the mental math on how to not look like a douche in my comment is kind of a time suck.  Bear in mind, I've still got calls to make; I can't spend the whole day on LI.

I've also been using one-liners in my connection requests, but I'll probably opt out of doing so in the future.

I generally take an efficiency/sustainability approach with our product and tend to push ROI (average ~5-7x) as a major feature when I'm actually on call. I'm still working out transferring that mojo to my LI efforts.

I've been using Vidyard for a couple weeks now, and I've had one demo come from it.  Thoughts on leveraging that?

We're also looking at (more) LinkedIn bootcamps for BDRs.  Is that advisable in any way? Ik they've got a rep for BS, but are there any out there that aren't a waste of time?

Thanks again for the help!
TennisandSales
Politicker
1
Head Of Sales
love the work the team is doing. Looks like you have real resources dedicated to this. Thats a great start. 

and i hear you on the time suck. I would start by finding a few "influencers" then see who comments on their posts and kinda follow the trail that way. 

glad to see you got something from Video prospecting. I never did. I would keep experimenting with it for a set amount of time and see if you feel the time is worth the results. 

as far as LI bootcamps.....yikes. that is a dicey place to go haha. the people I would suggest following on how to use LinkedIn are 
Chris Walker from Refine Labs, and Justin Welsh. But they are more from a business perspective, not a sales person perspective but i think the basics still apply. 

The concept is simple: 
what is it about your product that you WISH everyone knew? 
figure out what that is and talk about it on Linked In. 

AnchorPoint
Politicker
1
Business Coach
What works is finding a solution to their pain and telling them about it... no different than anyone else.
scooter
Opinionated
0
BDR
Understandable, but the actual message itself isn't the issue for me; it's the medium through which I'm delivering the message.  If I wasn't able to assess pain points and deliver the corresponding value prop I would not have survived this long.

That being said, it's the nuances of the LinkedIn platform that I'm not really familiar with yet.  More-so just looking for advice on what the best practices on the platform are, as well as any helpful blurbages of advice that might not be immediately obvious.
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