Bubble Up

Bubble-Ups in Sales: Persistence Pays Off

The term “bubble-up” in sales refers to the practice of escalating or bringing attention to an idea, concern, or opportunity to a higher level of authority or influence. In the context of cold outreach, bubble-ups can be a powerful strategy to ensure your message reaches decision-makers or influencers who can act on your proposal. This approach is particularly useful when your initial outreach connects with someone lower in the organizational hierarchy who can help champion your case to their superiors.

What Does “Bubble-Up” Mean in Sales?

At its core, a bubble-up strategy is about leveraging existing contacts or communication channels to elevate your pitch to key stakeholders. It involves:

• Engaging Gatekeepers or Influencers: Starting a conversation with those who might not have decision-making power but can advocate for your solution internally.
• Providing Value: Giving enough compelling information or insights to your initial contact so they feel motivated to “bubble up” your message to their manager or leadership.
• Persistence with Subtlety: Ensuring the bubble-up happens organically, rather than being forced or overly aggressive.

How to Use Bubble-Ups for Effective Cold Outreach

1. Target the Right Entry Point:
   Begin your outreach with someone who is likely to be receptive to your message. This could be a mid-level manager, team leader, or department representative. They may not be the ultimate decision-maker, but they often have insights into what resonates with their leaders.
2. Craft a Value-Oriented Message:
   Your outreach should clearly explain how your product or service solves a pain point or addresses a specific need for the company. Focus on benefits that align with organizational goals or challenges the contact’s team faces.
3. Equip the Contact to Advocate for You:
   Make it easy for your contact to champion your cause. Provide concise, actionable information such as:
   • Case studies
   • ROI estimates
   • One-pagers summarizing your value proposition
4. Use Follow-Ups Strategically:
   After your initial outreach, check in with your contact to assess whether your message has been shared with decision-makers. If it hasn’t, politely ask for guidance on how best to escalate the conversation.
5. Leverage LinkedIn and Email Effectively:
   Use LinkedIn to connect with potential champions and their superiors. For example:
   • Mention a positive interaction with the initial contact when messaging someone higher up.
   • Share relevant industry insights or trends that demonstrate your expertise.
6. Be Persistent but Respectful:
   If your contact isn’t elevating the message, take the initiative. Reference your previous conversations when reaching out to their manager or another higher-level stakeholder, ensuring your approach is professional and non-pushy.

Why Bubble-Ups Work

Bubble-ups leverage the power of internal advocacy. Employees are more likely to trust and act on recommendations from their colleagues than from an external cold email or call. By equipping your initial contact with the tools and confidence to promote your solution, you increase the likelihood of gaining the attention of decision-makers.

Final Thoughts

In cold outreach, the bubble-up strategy isn’t just about escalating your pitch; it’s about fostering relationships, providing value, and building internal champions. By targeting the right entry points and crafting compelling, shareable messages, you can ensure your outreach efforts resonate throughout the organization, ultimately landing in the hands of those who can drive the deal forward.