The "Scale" Trap

The Lead - The “Scale” Trap

One of the most typical terms thrown around in the world of outbound is the word “scale”. The basic premise makes sense on it’s face. People will say things like, “outbound is a numbers game”. While this is in many ways true, it can lead us down a path that isn’t very effective.

If outbound is a numbers game, the natural line of thinking could easily be “how do we do more?”. Now we’re talking about doing something at “scale”.

For something to be repeatable at high volume, there are parameters we ultimately have to work within.

In the world of property management operations, we find an clear example of this.

Property managers build processes, that can be repeated at scale. In order for this concept to work though, we must standardize as much as possible. We have to reduce outliers. If we had a different leasing process for every single property, you could see how managing a lot of properties would be very difficult.

This is one of the reasons it’s good to have certain criteria around type of properties, types of owners, geographic area etc. that you’re willing to work with. You build familiarity and can repeat a process over and over again.

You can easily see how that perspective would lead someone to think that standardization in your approach to prospecting should be similar, right?

In some ways yes. it’s good to have a profile of your ideal client and be able to speak intelligently to the things that person values. Think of your basic parameters like accidental landlord vs. intentional investor.

But here’s the trap of scaling your outreach - the larger the group you are trying to reach, the less specific you can be in your approach.

Here’s an example: I want to do a cold email campaign.

Largest group - anyone who owns a rental property in Wake County, NC

Refined down - anyone who owns multiple properties in Raleigh

FURTHER down - out of state owners with 2-5 properties in 27609, 27608, 27607 etc.

Now imagine writing an email template for each of those groups. In the first, you can’t be very specific at all. You have intentional investors and accidentals all lumped together. Wake County is big! The quality of properties would be all over the board, and in various different cities. As a result, your message becomes broad and generic. You try to appeal to all, but actually resonate with none.

As we get specific, we’re better able to relate. We can create a message that is more relevant to that person because we’ve taken the time to understand our prospect. Does that mean a guaranteed response? Of course not. But we’re increasing our odds.

At this point, you might be thinking to yourself - “Geez, it seems like what you’re describing would take a lot of time.”

So here’s the rub - the most scalable solution isn’t necessarily the best when it comes to your outreach.

Does that mean that you have to spend an hour researching an individual prospect, and then craft a unique email for every single one? Of course not.(Although you might if it’s a really high value one).

This comes back to the principle from the 3rd edition of this newsletter. It’s not about you, and your outcomes. It’s about delivering value, building relationships.

As people invest their time, you can understand why most will move towards a strategy that’s broad and scalable. I’m not saying you won’t potentially see success. Sometimes it’s about being in the right place at the right time.

But in a world where so many things try to attract our attention, there’s a lot of noise. It’s harder than ever to really engage with people, especially those that have never met you.

I’ll leave you with a simple illustration and then a final thought.

You’re thinking about selling your house, but haven’t taken any action.

In the mail, appears a postcard from a local real estate agency.

“We’re top producers in your area, we’ve sold $_ millions in real estate, we’ll get you top dollar for your house!”

Now you also receive a handwritten note from a local agent.

“Hey Ben, just wanted to quickly introduce myself. We recently sold (insert address) in your neighborhood. I see you’ve been in that home for about 6 years. Not sure if you’re thinking about selling but I’d be happy to provide a market analysis so you have an idea of what your home is potentially worth.”

One of those things was sent to thousands of people without editing. One of those things was unique to you a specific.

Which one was “scalable”?

Which one was more effective?

Final Thought: Effectiveness is more important than scalability. Doing something at a large scale may be convenient and repeatable, but does it produe results? Finding the balance requires trial and error. Most of all, it requires that you get started.

Introducing “Fireside Chats”

Over 7 years in the industry I’ve gotten to know a lot of awesome people. These relationships are a big part of why I love being in this space. I think the best salespeople are always trying to learn and get better.

The idea behind Fireside Chats is to talk with people I admire, respect, and want to learn from. I hope these conversations help extract new ways for sales pros to level up their game.

So the first edition is officially live, with my good friend Eric Beckman. I thought it would be fun to connect with Eric as he just wrapped up a successful run at LeadSimple and prepares for his next chapter. He’s a genuine guy, who emphasizes building relationships. I know you’ll take something away from this one.