In this episode of Prospecting Pros, hosts John and Chris interview Michael, a go-to-market consultant who specializes in Clay. Michael shares how he pivoted his career after learning a crucial entrepreneurship lesson: “Sell what people want, don’t convince them, and sub-niche on something that’s already trending.” Rather than fighting to create demand, he recommends focusing on converting existing demand.
Michael also reveals different use cases for Clay outside of outbound prospecting it has become famous for. He also shares how LinkedIn has been helpful for his own client acquisition, calling it “the new networking” and the exact strategy he uses that creates the impression he’s everywhere in his niche.
Michael also shares the alternative approach he’s taking with cold email with its current decline in effectiveness.
