The PEPTO Sales Method

I’ve been in sales for just under 10 years – and in that time, I’ve developed a sales methodology that has worked for me – I call it the PEPTO Method.

I know it’s not the greatest name. In fact, there might even be some copyright issues here (sorry P&G!) – but I promise, there is a decent message here.

Just like any other methodology (in sales, life, love, etc.) – all of it might not work for you – but I encourage you to take what you can from it and apply it to your own methodology.

The PEPTO Sales methodology has 5 parts to it – Personalized outreach, Educational pitch, Persistent follow-ups, Thoughtful content, and Open closing.

This post will be an introduction to the methodology itself, with a brief overview of each part. In the future, I will dig deeper into each part.

Personalized Outreach

The days of power-spamming a list of email addresses are over. You can do it – but it’s pretty much the best way to absolutely guarantee your email being deleted, and/or being marked as spam.

That being said, meticulously personalizing every email that you send out can be extremely time consuming, especially if you’re on a small sales team and handling your own SDR duties.

On a cold email, I recommend having at least 3 pieces of personalized information in the body of your email. No, {first_name} does not count – but {occupation} might – if you word it right. For example, something like: “Hi {first_name}, I was wondering if you were in charge of {whatever your company does} in your role as {occupation} at {company}” can actually be considered a ‘personalized’ opening statement.

Educational Pitch

The human brain can only pay attention for so long – especially when you’re on the phone, or on a screen share. You want to keep your prospects interest. If you’ve gotten to the point of pitching them, there is some interest there – DON’T LOSE IT. Try to teach them something – and I don’t mean about how your product is the latest and greatest in gathering big data AI analytics or whatever you do. I mean, really teach them something interesting, and related to why your company exists. For example, if you’re selling compliance products – explain what compliance is, and what they need to think about.

Persistent Follow-ups

I live and die by my CRM’s activities (or tasks). After a pitch, I set a follow-up activity (either a call or an e-mail, depending on the prospect) due in exactly 72 hours to make sure they have everything they need from me. Then, I set an activity for 7 days after that, and every 7 days – until they either tell me “We’re ready to go!” or “F*ck off, I’m not interested.” Persistent follow-ups are key, stay on top – after all, an average deal takes about 12 touches to close.

Thoughtful Content

On the subject of follow-ups, don’t just send a note saying “Hey, anything I can help you with?” or “Hey, how’s everything going?” – that’s just annoying. Set up some alerts related to your target industry, and send some thoughtful content with your follow-ups. It doesn’t have to be your marketing content – it could just be a regular news article that’s relevant. If your prospect is in the healthcare business, send them an article about the latest HIPAA violation, or how the latest Apple carekit update might relate to their business.

Open Closing

I’m not a fan of the hard sell. I don’t believe in the “if you buy by the 31st, we’ll throw in 3 free burritos and free guacamole” nonsense. I prefer the Open close – there’s no pressure selling here. Buy the product when you’re ready, but it’s up to you as the sales rep to make them believe that they’re ready. Give them such an awesome experience – whether it’s from the persistent follow-ups, the relevant content, or immediate and consistent responses to their inquiries.

Stay tuned for a deeper dive into each of these components. In the meantime, start practicing this methodology – and let me how it’s going for you!