Startup Sales
Improving your sales processes with Jeremey Donovan
April 16, 2019
Notes SDR is compensated on a booked meeting that gets qualified from the sales person. The sales people are able to hold onto an account as long as there is up-sell potential. Whereas typically a company will take the account away from the sales person right after they are closed or up to 3 months after. This allows for a better relationship with the client and company and also allows the salesperson not to be stressed to get as big of a deal as possible which may ruin the deal. Every time you hand off a prospect/client to a new person in the company, it leaves room for breakage. In order to minimize this, it is important that the two people communicate fully on every aspect of the client before the hand off takes place. There are many good ways to make a handoff from SDR to AE. A good one would be to set the meeting and have the AE come on the meeting (without saying anything). Introduce the AE and have the SDR start the conversation and let it naturally transfer over to the AE. Outsourcing your any part of your sales as an early stage company can be very bad for your company. Especially while finding product market fit. If your sales cycle relies heavily on the relationship, it is better to have a full cycle sales person rather than having SDR and AE. To begin your outbound process, you need to start with building your ICP (Ideal client profile). To define your ICP you should start with the company (Geographical location, company size, industry, etc) then move to the persona (role, seniority, etc). They found that a good outbound campaign will have 15 touch points over a period of 16 business days. The touch points generally consist of the following: 5 calls with no voicemail, 2 calls with voicemail, 5 emails and 2 social touches. When writing your sales email content, it is best to write as if you were speaking to a friend (professionally). Also use neutral language, not positive or negative, this will increase your response rate. Keep your grammar levels to an elementary level. They found that the higher the level, the lower the response rate. Your first outbound email should be between 50-100 words. In the second, follow up email, use the phrase “please advise” to increase your response rate. It is extremely important to respond to a contact request within the first five minutes. Average response rate for an individual email is 3-7%. With a whole outbound cadence put into place you will probable engage with about 10% of the people you are targeting. To increase your success rate with your outbound, make more activity. This means more emails, calls and touch points. Final Five What is your favorite sales or leadership book? (WE LOST AUDIO) Do you have someone that you follow/read for sales/leadership ideas? Chris Orlob, John Barrows, Keenan, Are you available 24/7? Do you have strict personal time boundaries? Available from 8am to 11pm What is your favorite tool used for sales? Linkedin Sales Navigator What one piece of advice do you have for all the founders/CEOs/VP Sales out there? (Radical Candor - Book) Care deeply and challenge directly. Links Jeremey's LinkedIn: Adam’s LinkedIn: Training: