The Sales IQ Podcast

Prospect Better Using Video, With Melissa Gaglione

July 20, 2022

The Sales IQ Podcast

Join us as host of the show Luigi Prestinenzi talks to thought leaders from around the globe about the art and science of sales and marketing, personal development, and the mindset required to sell more everyday. Luigi is a master of creating pipeline and breaking down targets, he specializes in helping sales professionals build the mindset to achieve greatness and #bethebestyoucanbe.

Building trust in the virtual world can be challenging, especially when you're prospecting. One single prospecting practice can build trust, pattern interrupt, and make you more memorable. So, why isn't everyone doing it?

In this episode of the Sales IQ Podcast, Luigi is joined by video prospecting extraordinaire Melissa Gaglione, who is an Account Executive with LivePerson. They do a step by step teardown of how to become a video prospecting pro, discuss how you can make skills from previous jobs your point of difference in sales, and how the tailored outreach gives all stakeholders the chance to be the hero.


Connect with Melissa on LinkedIn.

Connect with Luigi on LinkedIn.

Join the Sales IQ Community here.

Sell more with the Create Pipeline course from Sales IQ Global here.

Melissa Gaglione
Account Executive @ LivePerson

[00:00:00] Luigi Prestinenzi: By the Sales IQ Network, this is the Sales IQ Podcast. I'm your host, Luigi Prestinenzi, and each week we'll be going on a journey that will inspire you, motivate you, and help you be the best sales professional you can be. Our focus will be on mindset, tactics, and the strategies that will enable you to create more pipeline, and win more deals. 

Welcome back folks to another episode of the sales IQ podcast. I'm super excited to have you join us for what will be an incredible episode. Now this week is a very tactical episode. It's an episode where we're gonna break down exactly how you can. Generate more qualified opportunities for yourself by adding video into your prospecting process.

And we're gonna talk to somebody who is incredible, who, who is self generating their own pipeline. They're not using an SDR. They, they might have a, a few leads come from SDR, but they're an account executive who is out there using video to generate pipeline and closed deals as a result. Of the videos they're creating, but what's really cool about this week's episode.

There's a couple of other learnings that we're gonna take away. We're gonna take away. Our guest has reinvented herself. Our guest started her career as a teacher, moved into a TV presenter's role and then moved into selling, which is a really interesting transition from one career to the next. And for me, what I took away from this interview is that that reinventing piece.

That self discovery, that challenging one's self to do things differently. That is, that is a great learning. I think with every, everything that's going on with the challenges that we seem to keep facing in, in the sales community, results are low. A lot of teams are struggling to hit quota. A lot of teams are struggling just to generate the required pipeline and they're struggling to hit quota.

This is a great opportunity for us to really think about how can we continue to reinvent ourselves? How can we continue to. And elevate and do things differently. So this is gonna be a great episode for us to dive into.

[00:02:21] Sponsor: This podcast is brought to you by the Create Pipeline program from Sales IQ Global. This program will equip you with the skills, tools, and confidence to run an outbound strategy so you can generate more qualified opportunities and close more deals. Hear what Ellis from DocuSign has been able to achieve since joining the program and our incredible community.

"So, my name's Ellis, I work at DocuSign as an ABR. And the reason I started Sales IQ was because I really needed that guidance and that training to make sure that the outreach that I was doing was hitting the nail on the head. So I was lucky enough to start the program early on in this role and since then I've been pretty successful and last quarter I finished on a 185%. So I've seen some huge results by adopting the principles."

Our next cohort is starting soon. So to learn more, go to, or if you have a team of sellers, talk to us about our in-house offering. Control your pipeline, control your destiny, with Sales IQ.

[00:03:26] Luigi Prestinenzi: Now, if you're joining us for the first time, welcome, we hope you find this content valuable. We hope you find this podcast will help you think differently about your role and help you on the path of being the best you can be. And if you're a long time listener, thank you so much for showing up and listening to this episode and being just awesome in supporting us in our mission in helping sales professionals be the best they can be.

So we're gonna get very tactical, Melissa, our guest this week, Melissa Gaglioni is gonna get very tactical about how she creates her videos how she goes about her structure. She's got a framework she's gonna share with us today that you can implement immediately. So buckle up. Take some notes, enjoy the ride because Melissa is a, is an absolute gun.

I've I've absolutely loved talking to Melissa and hear a framework and see exactly how she goes about creating pipeline. Using video for herself. Welcome to the show, Melissa.

[00:04:29] Melissa Gaglione: Hi. Hi, happy to be

[00:04:30] Luigi Prestinenzi: here. Yeah, pretty excited. I mean, I've heard, I've heard you on a couple of other podcasts and it's funny. I was listening to a, you on another podcast.

I'm like, well, how the hell have you not been on my podcast? So thanks for jumping on this. I was likeQ podcast, really excited to talk about video prospecting and mm-hmm, why sellers need to leverage video. But before we get into to, into that topic, I'd love to learn. How did you start in the wacky world of sales?

[00:04:59] Melissa Gaglione: Yes. Yes. Well, I'm so happy to be here. I'm so glad that you listened to some of those other podcasts and you asked me to be on this show. Really excited to be here today. Yeah. So how I fell, fell into sales. Let's see. About four ish years ago, I was a school. three ish years ago, I was a on air news reporter.

two ish years ago. I fell into sales because I applied for a producer role, a event producer role. And they said, no. And they threw me in the sales department and I was a little scared, but you know, I, I thought maybe I could do it. Like, I'll give it a shot. And I actually ended up loving it. I loved like the sport of it, you know, I loved the competition.

Yeah. I loved winning and I loved finally working really hard and getting paid to work really hard. So once I fell into sales of selling events the pandemic happened, needed to pivot. And I started a SDR role at live person, which is a AI messaging company. The number one AI company in the world. Yeah.

And within one year they promoted me to an enterprise account executive. Pretty crazy.

[00:06:24] Luigi Prestinenzi: Well, that's a pretty, that is pretty crazy. Right. But I think what's even crazy. I've never had. I just trying to think, have we had a school teacher on our show, right? Cause it's not something that you often hear, Hey, I was a school teacher and now I'm in sales, right?

Yeah. So what an interesting transition and I would love to know like, and then, and then you went into news reading, right? Which is, which is again, completely different field to, to, to teaching. But what motivated you to move away from teaching and into a completely different realm? You know, of, of news reading and reporting, et cetera.

[00:06:58] Melissa Gaglione: Yeah. Yeah. So I come from, I come from a, a really nice Italian family. As you know, we, we briefly spoke about that a little bit and my tough Italian father really wanted me to be a school teacher and I loved kids. I'm so good with them. I love to teach, but in my heart, I always wanted to be a news reporter and.

You know, when it was time for me to go to college, he made it very clear. You're not going to college. If you're gonna be a news reporter, he said, no, he didn't believe in, in that career path. He wanted me to be a school teacher. Yeah. And honestly, I settled for it. I said, you know what? You're right. I would be great at it.

I do love kids. It does make me happy. It will give me a life that I thought that I wanted for. And then after my first year of teaching and getting my master's at the same time, I said, what am I doing? Cause this is not my dream and this isn't really what I want for myself. And it was really tough to go back and say, you know, I know I've spent a lot of money on college and I, and I.

All this effort and all this hard work, and there was passion behind it, for sure. But if I was going to do something, I needed to do it in my early twenties. I just felt that I needed to go after it in my early twenties before, you know, I don't know, I just felt so compelled. So I went back to school in my second year of teaching.

I was studying for journalism and I had one summer to get a. because, you know, as a teacher, you get paid throughout the summer. So I had, you know, that one summer to get a job. And I really didn't know much about news reporting at all. I was just teaching myself a lot and I ended up having to make a demo real, which is essentially you take your stories and you compile it into a real, and you send that out to all different news stations and they watch, and you.

Say no. Or say yes and things like that. Yeah. And I didn't have experience ever being in a newsroom. So I had to pretend like I had experience in a newsroom. So I drove around the state of Florida with a suitcase of clothes in my, in my Hyundai Elantra. And I went from location to location, just videotaping me.

And I would change my outfit at each location. So it in my hair. So it looked like it was different days, but it was all in one. And I kept filming, building out that demo reel, put it together. And I ended up getting a job in Texas within two months. So, I mean, I did it, I transitioned. It was awesome.

Yeah. But you know, I, I definitely had to bet on myself and, you know, kind of just, just really. I just felt, I just felt like I had to do it, you know, sometimes you just have to go for it.

[00:09:55] Luigi Prestinenzi: Yeah, absolutely. And I love this, but I think what I love about what you've just shared with us is that the way in which you landed that job, the tenacity, the creativity, the putting your reel together making that leap, backing yourself, you know, there was probably fear that you would, you, you broke through, but you did it, you went on a journey, you made a decision and you landed a job.

Right. And I think. If we think about selling and, and this is what I can, I can't wait to talk about today's topic with you, because a lot of those attributes that you spoke about a lot of those, the, the characteristics that you shared and the things that you did. To land that job are things that great sellers do, you know, they back themselves.

Mm-hmm they put themselves out there. You know, they put themselves in a, in a, in a, in a world where they can get rejected. Yeah, they can get push back, but they just persevere, they pursue. And that's what often leads high performers to achieve certain outcomes. And, you know, you shared with us in your current role, You know, you've almost hit your target and you've still got, you know, months and months to go, which is just incredible given that you've only been an account executive for a year, but less than a year.

So that's just incredible. Right. So talk to us about, cuz obviously you went into that, into that news reporter role. And now video, prospecting's a big part of your strategy. Right. And I can see why. So you are video reporting, video prospecting. Okay, fantastic. Yeah. Share with us how you leverage video to drive more net new meetings into your pipeline.

[00:11:26] Melissa Gaglione: Yes. So, you know, what's crazy about it is that when we started leveraging video, it was when I was in SDR. Right. So being in SDR, I learned so much. To prepare me for the AE role. I really feel like I needed that time and I, I called it when, when I was an SDR, I, I would say like, wow, it's, it's like, I'm getting an education, but they're paying me to do this.

Like, that's how I looked at the role. I looked at it as I was getting an education and it was, you know, with the paycheck cause it was, it was to prepare me and I took everything very seriously. I read a lot of books, listened to a lot of podcasts. Specialized study time every day. And then we started to dabble in video prospecting me and another girl who was new.

We both started the same day as SDRs. We started digging around with videos and so at first it was these voice notes, you know, voice notes on LinkedIn. Yeah. And so we would send those and I was like, you know, let, let me amp it up. Let me send a. So I sent a raw clip, no editing, you know, quick 32nd clip of, you know, me just saying how, you know, it would be beneficial for them to meet with my AE.

And I sent that raw clip on LinkedIn. And that was how I booked my first meeting. And I said, okay, I'm totally onto something like one, this is fun because this is what I used to do every day. I used to make these videos, write these scripts, tell these compelling stories. And like, now I get to do that in sales.

You know, just in a different, just telling a different type of story. So when it comes to video prospecting, a video prospect like a journalist. So I need to first understand the story, right? If I'm gonna reach out to someone, why are they going to listen to me? You know, we don't have these long attention span.

so we have to be compelling. And if you're, if you're on a video and you're like, hi, I'm Melissa and I'm from live person. And I wanted to talk to you today because I saw on your no, no, no, no, no. Too many words we're already. Yeah. They're already not listening. You know, they're already not listening. And so as a news reporter, when you learn how to tell stories, right.

When people are watching, they are on their. Or they're cooking dinner or, you know, they're, they're running around their house, you know, not everyone is really sitting down. So you have to tell something that's really compelling to get them to stop looking at their phone or cooking dinner or whatever it may be and watch your next package is what it's called, which is a minute and 30 seconds.

The next 90 seconds, you need them to listen. Yeah. And so that's what I do with video prospecting, right. For the next 90 seconds, I need to get this person to be engaged in what I'm sharing with. Learn something with what I'm, what, what I'm telling them, and then feel compelled to do something about it afterwards.

So very similar to a news story, right. I'm educating. And then there's usually a call to action at the end, which would be like, so sign up for this race coming up, or be ready to donate or head to our website. You know, there's always a call to action. So I'll kind of pause there. before I go into the story prep of it.

[00:14:48] Luigi Prestinenzi: This is awesome. Right? And I'm taking notes and what's interesting. We see a lot of great data now and Will from Lavender. If you haven't engaged with him, you've gotta engage with him. Will from lavender, our, our audience knows will his platform helps sellers craft better emails. Okay. Fundamentally, there's got a lot of emails he sees and.

Data shows that there's about 11 seconds, that mm-hmm, people take to read an email, right. They skim through 11 seconds. And what's interesting about what you've shared. You've said, Hey, I wanna get 90 seconds. Right. So you want to get way more time and, and in order to do that, you need to get their attention.

And yeah, I just wanna break this structure down because you've spoke about three things in your structure. It's the hook, which is the story. You then educate them and then you compel them to take action. Can you just break that down a bit further? When, when you talk about that first hook, right? You said, no, don't say, Hey, I'm from live P I'm I'm from X.

This is my role. This is why I'm reaching out, you know, scrap that. What should a good intro sound like?

[00:15:57] Melissa Gaglione: Yeah, it is. And all you have to do is answer this question. So what is happen? And why should they care? And if you can answer that question, that is the first thing that comes outta your mouth. Hey Luigi, I was on your website and I noticed that your web traffic has increased by 60%.

Are you experiencing higher call volumes because of this? You know, when you start to and why would you care about that Luigi? Because you are responsible for this, or I read this article that said that you are spearheading this initiative, or I saw that you spoke at this conference and you spoke so highly about the importance of AI in the contact center.

You know, whatever it may be. Yeah. But your lead sentence is what is happening. And why should they can, yeah.

[00:16:47] Luigi Prestinenzi: So this is all. And you know what though, what you're sharing and I'm sorry to burst people's bubbles at probably listening to this going. I'm gonna get the silver bullet. What you're sharing is fundamentally for any outreach message.

you've gotta cover that. You've gotta cover the trigger event or some form of reason. Like this is why I'm reaching out because something's happening in your world. It could be you've, you know, you've changed roles. You've raised funding. You've mentioned this on X. You've noticed some attribute about X that's leading you to say, well, this is why you should care.

This is the relevant reason for me reaching out now. So I love that. So you talk a bit about. The the reason okay. The what's happening. And then you say why they should care now, can you go that next level deeper? So you've done that. You've got their attention, you know, you're right. They're cooking dinner.

They're like, hang on a second. I'm just gonna, you know, put the, put the heat down so I can watch the rest of this message. Yes. Yeah. What does the rest of the message now say to them?

[00:17:46] Melissa Gaglione: So you have your lead sentence, right? We, we just went over that and then we go into the intro. Which the introduction is, why am I specifically reaching out to you, Luigi, why you, and you need to show your research to gain credibility.

I'm not just gonna say, you know, your title is, you know, VP, you know, care. Yeah. I'm not that that's not enough, you know? Oh, you're the CTO. That's not enough. You know, you really need to dig deeper to gain credibility. Yeah. Because if you can say something that makes that person feel really compelled, like, look, I did the research and I read that, you know, or I, or I listened to this podcast.

And you said that you were, you know, focused on. Adding additional channels to meet your customers. You said that, let me put that right in front of you. Yeah. So I'll pull up the video. I'll highlight the transcripts. I'll pull up the article. I'll take screenshots of anything that I find something that literally calls them out to feel so compelled.

Like, Hey, this is not only this specifically for you, but you are the guy who's supposed to make this change.

[00:19:03] Luigi Prestinenzi: Yeah, I love this.

[00:19:04] Melissa Gaglione: So I, I, I bring it to them, you know, and I, you need to show that research because otherwise, you know yep. You just, you have to do a lot of research.

[00:19:13] Luigi Prestinenzi: Yeah. So this is so, and you know what I love about this.

Right. I can see why you are successful. I can see why you've almost hit your target in such a short period of time, because, and I say this, you know, this is my, my, I say this a lot. I sound like a broken record on some occasions, but. For me, that research that you're going into the fact that you are earning the right mm-hmm to get their attention in their inbox.

And you, you were showing them, Hey, this is not just I'm showing. I'm not just doing snippets. but actually showing you that I know you because I've done a level of research and I'm giving you a strong, compelling reason why you should take action today, right? Yeah. And I absolutely love that because again, you are building your own, you you're coming with a strong point of view and you are also demonstrating to them.

You know, you are a credible person because you've done that research because so many messages that, you know, I receive, and I know that my customers and my clients receive in their inbox, it's just jamming their inbox up with all crap that. it doesn't actually have relevance and it's not personalized.

So I think this is awesome. Okay. And then how does a CTA sound like? So you've done, you know, you've got the lead sentence. What is happening, why they should care. You've introduced you, you've shown credibility. You've connected, you know, things that you've read about them. Cetera. what does your CTA then sound like?

That wraps up that video prospecting email or message.

[00:20:43] Melissa Gaglione: So the, the CTAs interesting. Right. Right, right before that, right. I've I've gained my credibility and I showed research. I've already shared, you know, what the problem is, but in the main body of that, and again, this is, this is a 92nd video guys.

Like this is, this is probably sentence number three out of four. Okay. That you're gonna say, so like the third sentence. Is like, okay, this is your status quo, or this is what's happening. And this is the impact that you'll see. And you start to instill fear in news. We kind of instill fear when something's going wrong.

So I kind of have to do the same thing for my prospect. Look, if you don't make this change, you're gonna continue to spend hundreds of thousands of dollars just throwing bodies at the problem. Or, you know, instead of just, you know, having some automation in place. So even though yes, I've already called you out.

I already said the problem. I said, Hey, you are the guy who's gonna fix this. And if you don't, yeah, this is what's gonna happen. And then how can I help? Yeah. and it goes into, but don't worry, like, almost like there's hope cuz at the end of the news story, right. There's yeah. There's some sort of hope as to how you can help how you can make the change, you know, how you can be a part of this and that's the CTA.

So it's, it's a mix of like how I can help, which is, you know, companies like yours were implementing, you know, some. AI to handle the very easy, I'd say intense mm-hmm and this is how I can help. And so you wanna just kind of wrap it all up and say I'd love to, mm. Maybe not. I'd love to, but let's talk, I'd love to show you more.

I, I try not. I've been working on trying not to say I'd love. It's hard not to. Right.

[00:22:37] Luigi Prestinenzi: I say it, I say it all the time, Melissa. I actually say it all the time and you know, it, it doesn't, it doesn't stop me booking meetings. I book meetings every single day. Like you're right. I love, I think that's

[00:22:49] Melissa Gaglione: love the chat. So like please chat.

[00:22:54] Luigi Prestinenzi: Yeah. But this is awesome. So. I, I love this and I think what you've done for our listeners today, you you've provided a very, you know, simple framework that they can follow. That'll help them craft their message. And you're right. You're actually, and if you don't do the research, if you don't do the homework and find that relevant reason, doesn't matter how good you look or sound on video, it's just not gonna compel them to take action.

So I absolutely love the structure. Now, one question I wanna ask about this, right. Is multi threading. So I'm a big fan of reaching out to multiple prospects within an account that I'm trying to engage with. Right. Because obviously, sometimes you can't, you can't engage with one. So you want to, you, you don't wanna have that door shut.

Right. Do you, do you leverage video when you are multi thread? And prospecting into an account.

[00:23:49] Melissa Gaglione: Oh yeah. Oh yeah. It's also great in the middle of the deal cycle, right? Yeah. Like you wanna bring more people in it's there's a time and place for video for sure. Yeah. And if you know your audience and you know that they're watching it, then it's a great way to keep communicating with them.

But when it comes to, you know, bringing other people in or going after. Original original outreach. Right? If I'm just targeting an account, a top 10 strategic account, I like to drip information. I don't, I don't like to go, you know, let me go email all 10 of these people today. I like to drip. And I like to drip information where I start at the sea level, I always start at the sea level and maybe I'll start with like the CIO or the, you know, whoever I feel most compelled to this is based off of my research.

This is based off of me figuring out, you know, who's gonna make this decision, you know, who's, who's, who's someone that has even done things in the past. You know, if I look at their LinkedIn and, and they say that they've spearheaded like previous, you know, projects, then yeah. I'm gonna go to that person cuz they're a doer.

They do things. So yeah, one understanding who I'm reaching out to and then choosing how I'm gonna drip this information. And so I start with who I think would be, you know, most compelled to, and I almost wanna drip it in the sense of that. They think it's like their idea. . Yeah. So instead of like the same email, just kind of getting passed around that everyone got, instead, I'm going to one person hyper strategic, very focused as to what I wanna tell them.

Maybe I start with the original email first, then I'll send a video second or third. But I want them to be the one to. Share it. Yeah. Instead of everyone getting the same thing. And oh, we got that email. Like, I want, I want them to say like, oh, check this out. Like, what do you think about this?

[00:25:45] Luigi Prestinenzi: So how do you, this is really great. Right? So how do you then differentiate the, the different messages so that the message that you are sending is a unique, it's new. It's educating them again. So. becomes relevant for them versus like you're right. Like sending the same message multiple times.

[00:26:05] Melissa Gaglione: Well, yeah. Well of course, like, I mean the persona is number one.

I'm not going to reach out to the CMO and talk to them about how we can cut their customer care costs. They don't care about that. They care about their conversion. So I'm gonna talk to them about their conversion rates. I'm gonna talk to the CIO about how he can save some money. I'm gonna talk to the VP of care about how they can increase their CSAT.

So you have to take your product yeah. And, you know, align it to the persona. I think, I think we, we, I hope we're all doing that. If, if you're not, then you're not relevant. Yeah. You have to be relevant and understand this person's world and talk to them as if, as if you, you. I mean, you can help mm-hmm , you know, so it's gonna be different when I'm going after each person in the C-suite.

Maybe I start with the CIO, maybe the COO's similar, right. To the CIO as to what we can talk about, but maybe more the CIO talking a little bit more about, you know, compliance, things like that. Maybe a little bit more security there. But CMO, you know, you gotta talk marketing to. How is this gonna benefit them?

How is your product gonna make their job better? How are you gonna, how is your product gonna help them get their next promotion? How is it gonna make them a rockstar? Yeah.

[00:27:19] Luigi Prestinenzi: You're making them the hero. So, yeah. Again, I love this. I actually love it. I think. And, and again, what I'm hearing you say is when you are, multi-threading, you're making sure that you've got a very clear.

Clearly defined persona built out on your org map and you're making the, the message hyper relevant to their role and to the KPIs and goals that are important to them. So, you know, I love what you've shared and I love the fact that you drip, you don't just. Send every single message out at the same time, you are dripping it over the course of your, your, your sales cycle.

So, absolutely love that. Yeah. Hey, just with regards to that, that whole video prospect, if somebody's listening to this thinking, you know what, Melissa, I've heard it. know I've been seeing, you know, video prospecting for the last two years has, has come alive and I'm still not doing it. I still have a bit of fear.

You know, what's a couple of tips that you can give people to break down that fear and start sending videos today. Yeah.

[00:28:18] Melissa Gaglione: So nobody likes to see themselves recorded so it's okay. If, if it, if you cringe over it or if you're rewatching your videos and you're like, like this isn't good, or this isn't perfect or things like that, it's uncomfortable for everyone.

Nobody likes to. Yeah. You know, I used to, sometimes I wouldn't even watch my own newscast because I was like, Ugh, I just, sometimes it's just too, like, I just couldn't do it. Like it's important to, so it it's okay. It's get uncom, get comfortable with being uncomfortable, you know, it's, it's a little nerve-wracking because you think like, you know, Now, so now people are putting a face to the name and they could judge me, or they might think that I'm something, or, you know, maybe I don't say it right.

Or maybe I don't have the best way to, to announce things, you know, take that all out. We are all human. We are all people. You know, we are just in sales, just trying to get people to come in for a meeting and feel compelled in a connection to us. And at the end of the day, that deal closes. Like you, you won't care that if you acted, if you looked silly on that video or not, like you're not gonna care, like it got you the deal to close.

So if you're not doing it, I mean, give it a try, like at least see if that's your channel, but to start off. Something that I, I know I didn't touch upon this yet, but it's really, really critical is the number one tip. Yes. The story is great. Video prospecting. Like a journalist is great, but you need to get them to click it and to watch the video.

Yeah. And that's number one. That's really hard to do. So if I were you, I would do what I do and that's making it. A YouTube video. You ever go on YouTube and you see like bloggers and they put their click bait up there. They show like, they put like a picture, like if I was gonna review product, you'd see, you know, the picture of the product.

You'd see like a an emoji of how I'm feeling or, you know, things like that. So that's what I do with my prospects too. On the thumbnail, I'll put a picture of their. I'll put their company logo, I'll put something that's like compelling and it literally looks like a YouTube video and yeah. You know, like at that moment they see that it's for them.

Yeah. And they click it.

[00:30:36] Luigi Prestinenzi: So, and what's your subject line sound like? Cause I think this is, this is, this is awesome, right? Because this is the same. We, we, we are trying to get them to the first objective is open. Your email. Second objective is to click down link. So I love it. You're customizing the thumbnail.

I love that. Right. But what is your subject line and how many words?

[00:30:53] Melissa Gaglione: Well, usually I send it around videos. I, I don't usually send the first email because I'm not gonna make a video for someone. If they're not gonna open their. You know, it's just too much time. So first I wanna see, okay, is this their channel of choice?

Right? What is their channel? What channel do they leverage? Do they leverage LinkedIn? Do they leverage email? Do they leverage Twitter? Yes, you can. I've booked meetings off of Twitter with video. It, it works. Yeah, but first you need to, I, I, the channel. Okay. So once I send my first email, the subject line is, is usually, you know, two words.

Two three words relevant to that person. There was one prospect that I made a video for and in a previous post. The month before sometimes I'm creepy, but like the month before he wrote about how United airlines didn't send him his bags, like he lost his bags. Yeah. Or something like that. So I made the subject line, like, hope you got your bags back.

And obviously watched that video. So something that's just like a little different. And I did, I didn't just make it irrelevant. Like I did intertwine it because I also did talk about how Delta is a customer of ours and how, you know, Yeah. Using AI messaging could have helped you get your banks back.

Like you tie it back. Like you can't just have a, you can't just have an irrelevant subject line. Like I like tacos and then you have to somehow bring tacos into your message. Yeah. And make it make sense and relevant and personalized. So it does have to align, but the subject line, like don't make it any longer.

Three words. It should be short and sweet. And to the point and your first message similar to, I mean, what lavender does is really smart. You know, you have the first 11 seconds, right. To get someone to read or buy into that email, same thing. Like you just have to short, sweet to the point how you can help them. first email needs to be not long if it's too long, you're just done.

[00:32:49] Luigi Prestinenzi: Well, Melissa, this has been awesome. You've jam packed some serious value in for our listeners. And I think, you know, I've, I've got a, I've got notes here because I think again, I love the structure that you've put together. You've put together a structure, identify the channel.

So don't send video in your first email, find the channel that they engage with the most second, make sure the subject line is relevant and it gets them to tr gets them to open your email. Third custom thumbnail. Don't just, you know, don't rush through this less is more so custom thumbnail. I love it.

Right then introduction and why? So show them that you know them build credibility. And I love the fact that you talk about, you know, if you don't make this change, this is what could happen and then how you can make them the hero, which, which is a compelling CTA. So for me, this has been an awesome episode.

I just wanna say, thanks for coming on our podcast, but before we let you go, where can our listeners find, engage and learn more about you?

[00:33:44] Melissa Gaglione: Yes, Sori on LinkedIn. I'm super active on LinkedIn. It's it's just Melissa Gaglione. I know it's. It's a, it's a fun, last name. Just like yours. Yours is fun too.

But on LinkedIn I am trying to drop some more content on video prospecting, working on a small course that should be live in the fall. So stay tuned for that. You know, I am, I feel good about what I've done so far. I have a lot more to learn. Yeah. And a lot more to share. So, you know, Be a part of the community I'd love to connect.

And if anyone has any questions, just DM me. I talk to people all the time. And if you are a transitioning teacher, definitely connect with me please.

[00:34:34] Luigi Prestinenzi: There it is. Fantastic. Well, Hey, I just wanna say thanks for the podcast that you've been on so far. Thank you for the contribution you are making because you know, it's.

It's people like yourself that are out there doing it that are not just, you know, talking, you're doing it right. You're doing it. You're booking meetings and you're converting these meetings. You're creating for yourself. You're doing what great sellers do they make it rain. They make magic happen and they create something out of nothing.

So I just wanna say, thanks for the contribution you make. Thanks for jumping on the podcast and yeah, just thanks for everything you're doing.

[00:35:08] Melissa Gaglione: Thank you. Thanks for having me. This is so fun.

[00:35:13] Luigi Prestinenzi: This show has been recorded remotely produced by sales IQ, global audio editing and music production by Stefan ma.

[00:35:23] Credits: This show has been recorded remotely produced by Sales IQ Global, audio editing and music production by Stefan Malliate. Show notes by Victoria Mathieson and graphic design by Julie Marshall. Don't forget to leave a rating and review on your podcast player. And if you want to find more about the programs that we offer at Sales IQ, head to

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