“The abstract of it’s that we prospected like heck, we did in all probability 50 to 100 demos, we struck out lots, and each time we struck out we simply saved going and going and going. We pulled out each useful resource we presumably might, and we didn’t let ‘no’ defeat us, as a result of we knew it was an excellent alternative.” — Andy Lyon
When Andy Lyon began at ZoomInfo, individuals known as him “Andy Cub.” The nickname was his staff’s means of each cheering him on and likewise playfully acknowledging the elephant within the room: He wasn’t closing any offers (or, in different phrases, he — regardless of his final identify — “was not but a lion”). His background in leisure gross sales for inns made for a less-than-smooth transition into knowledge and software program, which is what led our CEO, Henry Schuck, to rejoice Lyon’s first closed-won deal by blasting “I Can’t Wait to Be King” from the Lion King — in French — all through the gross sales flooring.
Quick ahead seven years later, and Lyon has simply closed the most important deal in ZoomInfo historical past: an eight determine deal.
Between an 11-month gross sales cycle, a $0 deal, and a request for proposal (RFP) with 67 individuals on one name, Lyon’s biggest problem — regardless of hurdle after hurdle — was conserving the religion. Learn on to learn how he did simply that.
Challenges to Closing Massive Enterprise Offers
Problem #1: Inventive Outreach (March 2020)
When Lyon and his SDRs, Reed Newcomer and Rachel Gilkes, came upon that John, their first prospect, had labored on an apple orchard, that they had the right opening for the preliminary outreach e mail:
Topic: “Cherries, Apples, and Knowledge”
John – Having labored on desk grape and citrus farms in Australia proper out of highschool, I’ve to say the [name redacted] farms portion of your resume was a cool factor to see (therefore the topic line).”
I’m unsure if Reed’s photos confirmed up on-line for you, or as attachments, however the scoops he included are straight from ZoomInfo, and yours to share with the staff. I’m heading to your space within the 2nd week of March, however over the previous few weeks, I’ve talked to a number of reps promoting into the Public Sector who’ve inquired about entry. I hoped to attach and see how we will higher serve your org with the partnership that’s already in place, or maybe we’re already working along with your colleagues and I simply haven’t spoken with them but.
Both means, I might love to attach earlier than I’m on the mothership subsequent month.
Greatest regards,
Andrew Lyon
With this intro, Lyon began out robust. There gave the impression to be about $100,000 in alternative, and the deal was shifting ahead.
Then, the corporate — which was within the strategy of buying one other — noticed an issue: The 2 corporations have been each clients of ZoomInfo, and so they have been paying two completely different costs.
Now Lyon was confronted with consolidating the contracts.
Problem #2: The $0 Deal (Could 2020)
The primary firm introduced its acquisition two years previous to when it truly came about. Inside this timeframe, each corporations had signed separate contracts with ZoomInfo.
On condition that the contracts had confidentiality clauses — and that the merger had not but been made official — Lyon wasn’t at liberty to reveal the main points to each corporations. When the groups on the two organizations conferred, nonetheless, and introduced this to Lyon’s consideration, he made a daring determination: With the intention to offset the costs, he would give them an enormous variety of licenses. Without cost.
“We have been below no obligation to do that, however we wished to do it to indicate them that we have been an excellent accomplice,” Lyon mentioned.
“It’s gut-wrenching as an AM since you don’t make something on a $0 transaction, however it’s a must to do all of the work for it. You continue to must undergo contracting, you continue to must construct an official quote, it’s a must to have all of the conversations, it’s a must to inform all of your bosses that depend on upsell income that we’re taking the zero … However the thought was, in the long term, it will repay.”
Problem #3: Overcoming the Naysayer (September 2020
In the identical month that Lyon misplaced the primary deal, he instantly began prospecting for the second. A vital piece of data he had discovered was that the 2 corporations have been planning to mix Salesforce cases within the close to future, which might solely imply one factor:
They wanted clear knowledge.
Lyon continued prospecting and finally acquired one of many group’s knowledge hygienists on the cellphone, whose job, Lyon discovered, was to make sure that the company hierarchy construction knowledge in Salesforce was clear.
Bingo.
Issues have been shifting ahead once more. The entire staff gave the impression to be on board — apart from one particular person.
“There was one man who was simply adamant about this notion that he had had from a number of years in the past: That our account knowledge wasn’t robust sufficient,” Lyon mentioned.
Lyon and his staff did all the pieces they might do to dispel the parable, however they couldn’t cease it from spreading. They may, nonetheless, make the supply of a lifetime: 30 million credit and limitless licenses.
“It was in all probability the very best deal we’ve ever supplied. They usually didn’t take it.”
Problem #4: The 67-Individual RFP (October 2020)
Lower than a month later, the corporate had a change of coronary heart and despatched a proper RFP, which included a multi-page questionnaire about each facet of ZoomInfo, from income to variety and inclusion hiring initiatives.
“Between knowledge companies, contracts staff, management staff, CSMs, SDRs, VPs of merchandise, and answer gross sales staff, there have been about 40 people who have been serving to on this deal. We had one name the place the RFP viewers was a complete of 67 individuals.”
From mid-November to late December, Lyon and the staff have been in full preventing mode. Proper on the finish of the 12 months, the corporate gave its reply:
No, but once more — however this time, due to a competitor, and so they wouldn’t inform Lyon who.
“That’s sort of the place you grit your enamel and also you simply combat by it. Simply since you misplaced doesn’t imply it’s over. You can lose the Tremendous Bowl one 12 months and win it the subsequent.”
Problem #5: Closing an Eight-Determine Deal (February 2021)
Within the first quarter of the brand new 12 months, Lyon nonetheless saved pushing. Irrespective of who the competitor was, he was assured that Zoominfo nonetheless had quite a few use instances that might profit the corporate.
“We walked them by each use case you can presumably do with ZoomInfo — automated workflows, knowledge hygiene, prospecting, ReachOut, integrations with third-party programs, and so forth. — in a slide deck that’s now being leveraged by our whole strategic staff.”
From mid-January on, Lyon and the staff entered a negotiating frenzy, and in February 2021, they acquired a sure. After a five-week procurement course of, Lyon closed the eight determine deal.
How did he do it?
When requested about how he pulled this deal off, Lyon’s fast response was, “It was a staff effort.”
So many individuals, he insisted, from colleagues to managers, deserved credit score for his success. The piece of recommendation he took most to coronary heart through the course of was to show his frustration into ardour.
“Typically, I might have a dialog with one in all my bosses or former bosses, and I might be so indignant and simply passionate on the cellphone, and the steerage they gave me was, ‘How come you weren’t like this on the decision?’” he mentioned. “In the event you’re keen about one thing, and you actually imagine that you just’re going to rework somebody’s enterprise, allow them to see that you just care about it simply as a lot as they do.”
When it got here to Lyon’s motivation and his will to maintain the religion, there was one thought he saved returning to: his household.
“I’ve a imaginative and prescient board above my desk of what I wished to purchase with my fee, and I’ve an image of my children and my spouse on my desk, and so each name, I used to be simply doing it for them. The fee is good, however what’s the fee going to do for my household? That was my private motivation.”
Though his present work-from-home setup doesn’t enable for “I Can’t Wait to Be King” to sound all through the gross sales flooring, at the very least Lyon can relaxation assured about one factor: He’s definitely earned his identify.
