My prospecting process to book more qualified meetings
and close more deals.
Read time: 3 min
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Today, I’m going to show you the 3 step guide I use to get qualified meetings and close more deals.
One thing that I change recently that helped improve my cold outreach is how I use the information about my prospects. And thanks to it, how we might help them solve their potential problems.
Recently, I receive a lot of:
“I saw you are an SDR leader” then pitch
“PERSON NAME gave you a stellar recommendation!” then pitch
So what? Prospecting is not about personalizing.
Prospecting is about showing your prospect you know them and understand their problems = being relevant. You need to show what matters to the person based on that.
A 3-step guide to booking more qualified meetings and close more deals
To show you my process, I’ll show you 1 specific example with a company I booked.
This company I only sent them: 1 email and they bought Chili Piper. Yes, ONE email.
Here’s my step-by-step game plan:
Step 1: Research
Step 2: Point of View (POV)
Step 3: Reaching out
Let’s go:
Step 1: Research
First step in my research: understand the company.
The company: SaaS business that sells to e-commerce SMBs.
Sales team: sell to SMBs, transactional sales cycle.
Does Chili Piper have past conversations with their team? Previous opportunities or replies from prospects inside Salesloft.
Research the team:
Their new CMO was the most obvious person to go after, but he was the previous CMO of one our competitors. And same on the marketing team if they have a leader working from one of our competitors I wouldn’t try first with the marketing team.
I went to find a sales manager who is active on LinkedIn so I went looking at his LinkedIn profile and find:
He worked at a company that uses Chili Piper
Active on LinkedIn + videos of him on YouTube
In one of his videos, he said: “One thing that’s important for me: make my team evolve.”
If you are looking for more triggers to use in your outreach, check this past newsletter 17 triggers you can use to be relevant in your outreach.
Step 2: My Point of View (POV)
This part is the most underrated part of your outreach (cold emails, cold calls, etc)
I call this the Point of View.
What’s the “Point of View”?
The POV is: making a hypothesis on what you find (your observation) about your prospects and accounts and how your products might help them solve their challenges.
What problems can we solve?
1 common problem with companies selling to the e-commerce space is their no-show rate
Sales teams selling to SMBs need automation because the
What goals can we help them achieve?
Reduce their no-show rate
Cut days out of their inbound sales cycle.
Does Chili Piper have a relevant customer?
Another SaaS business selling to e-commerce
Other sales or marketing leaders selling to SMBs
Step 3: Outreach
For this company, I sent a cold email but can replicate that via cold calls or LinkedIn (with a different framework).
Here’s the framework I used with the email I sent (below):
Subject line
Observation
Problem question
Value prop
CTA
PS
The email I sent:
Break down of the email:
Subject line: Chili Piper
I used Chili Piper because I know that he might know Chili Piper because of his previous company: Mavenlink.
Observation
Show what I found about him:
Question
I use what’s important for my prospect and his team, and the pain they might have.
Value Prop + CTA
What Chili Piper does for sales leaders and asking for a meeting.
PS
I show him I’m a human and not a robot.
PS: 2 things I would do differently on this email to improve it:
The CTA: my CTA is too long, I would use an Interest-based CTA:
Worth a chat?
Curious to learn more about this?
Social proof: I mentioned other sales leaders. 1 thing to improve is mentioning another SaaS selling to e-commerce stores that use Chili Piper.
Send the email
After writing the email I sent it.
And a few hours later I received this:
2 months later they bought Chili Piper.
Why this email works well? Because of the Point of View:
The research
Understanding the pains of sales leaders in the SaaS business selling to e-commerce businesses.
Show that I’m a human
To recap:
Step 1: Research
Step 2: Point of view
Step 3: Reaching out
Prospecting is not just about looking for triggers to use in your outreach.
It’s about your POV, showing them, and educating them on a problem they might have.
It helps start better conversations and in the end: close more deals.
Thanks for reading.
That's all for this Sunday. 1 simple prospecting process for SDRs.
Quick Reminder: If you like my emails please do “add to address book” or reply.
See you next week.
Happy prospecting,
Elric
PS: Here're the 3 last issues if you miss them:
#23 - How to hit your quota in Q4 easily (Tips + Calculator)
#22 - 3 ways to handle "running into a meeting" objection on the phone
If you want to read the previous ones, you can here.
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Salut Elric,
J'ai trop hâte :)
Merci pour cette belle idée. :)
Cédric