CONTENTS EXECUTING DATA. . PHONE.

Transcription

1 CONTENTS EXECUTING DATA. . PHONE. 1

2 Here at SalesLoft, we believe in inside sales and the power of the sales development team. This is the document we equip our SDRs with to ensure the highest likelihood of success. 2

3 CONTENTS Here s what you ll find in this section of the playbook. Getting Started /4 Get To Know SalesLoft /5 Why Are You Here? /6 Importing Lists /7 The Prospect Profile /8 Creating A New Cadence /9 Adding Prospects /10 Reaching Out / s /13-16 Phone Calls /17-21 Your Conversation Formula /22-23 Other Steps /24 Voic /25 Scheduling A Demo /26-27 Who Gets Credit? /28 3

4 GETTING STARTED Welcome to SalesLoft as the newest Outbound Sales Development Rep! We re excited to have you on board and are looking forward to watching you shine in your new role. We believe that the sales development process is the biggest innovation to happen to sales in the last decade so you re in a great starting place. We want you to get the basics down quickly so you can start thinking outside the box and be creative. As you begin to set up your rst demos, start by using the process below. This document has been created and improved by the SDRs hired before you, and soon you ll be leaving your own mark on this document. Let s get started with the background and daily processes you need! 4

5 GET TO KNOW SALESLOFT Data Phone SalesLoft is the simplest way to convert prospects into qualified appointments, all within one platform. Don t waste your prospecting leads. Build a cadence of phone calls and s for your team to follow consistently. Automatically track and log sales s and dials into salesforce.com, saving time for SalesDevelopment Reps to have more conversations with our integrated sales dialer. 5

6 WHY ARE YOU HERE? Sales development is no longer a nice to have, but a need to have. And it s not slowing down. You re either on board, or getting left in the dust by your competitors. We serve sales development teams and count over 1,500 organizations as our clients. They ve taught us the ins and outs of sales development and we look forward to sharing these best practices to maintain the almanac on how to build and run the hottest sales development team - from recruiting, hiring and onboarding, to setting compensation plans and coaching. This playbook will be your go-to for your sales development career at SalesLoft. In the first section, we discussed the background to a sales development career at SalesLoft and how to effectively create a process and find data. 3. ANALYZING 1. PLANNING In this section, we ll discuss the ins and outs of efficiently using SalesLoft to call and prospects. 2. EXECUTING 6

7 IMPORTING LISTS Under the People Tab in Cadence, click the add button on the top right. Add people from a CSV, salesforce.com, other data providers, or enter a prospect manually. Click Import to Cadence to take your prospects from SFDC to Cadence. 7

8 THE PROSPECT PROFILE Once your prospects are exported, you will be able to click on each prospect name to view their full prospect profile.. Here you will be able to edit fields like: first and last name, industry, , company name and title. LEVERAGE METRICS You are able to view s sent, views, and clicks, as well as a more detailed view of s calls, cadences, as well as notes and reminders. Additionally, you can send an , make a call, and view in CRM directly within the application. 8

9 CREATING A NEW CADENCE Create a new cadence under the Cadences tab. Automatically remove people from the cadence if they reply or if their s bounce. These s will be sent to separate folders that can be found under the Cadences tab. You have the ability to set a daily number of people to target, and completion actions as s bounce, people reply, new prospects are added, and someone finishes the cadence. 9

10 ADDING PROSPECTS Now that you have clean data and a cadence, select all of your prospects. Now click Add to Cadence, at the top of the page. Choose the cadence you want to add them to (you should have already created your Cadence and templates during the on-boarding wizard of Cadence). 10

11 REACHING OUT You will then go to the Cadences tab, where you will be prompted to complete the next step. This is where the magic happens! All of your contacts are automatically pulled into each and phone call you have selected for that particular day. As you execute each step in a cadence, you are able to humanize each individually. We ll explore this semi-automation on the coming pages. 11

12 REACHING OUT In the 7x10 cadence mentioned in section one, there are 10 touchpoints composed of phone and steps over the course of 7 days. These steps are supplemented by suggested social touchpoints, as seen below: If you remember from page 9, simply click the add button and specify your steps for each new cadence you create. 12

13 S Best Practice Templates have been tested over time and optimized for high performance. Click on the Templates tab and filter by Best Practices. Don t forget to always be testing and improving. What works today will not always work tomorrow. Effective A/B testing is critical to keeping the process fresh. On the rightmost portion of hte the templates page, you can see how each template is performing based on number sent, opened, clicked, and replied. 13

14 S Why personalize? is currently the highest converting channel in an SDR s multi-touch campaign. SDRs need training, guidelines, and templates to successfully manage the channel. Sales applications that offer automated capabilities, such as mass sends, templates, and reporting and analytics, have become essential to the stack. Sales applications have overtaken tradition applications and automation platforms as SDRs primary means of outreach. The 10:80:10 Rule Personalize s without taking up too much time by adding a personal touch to the first and last 10% of every . Reference a mutual contact, hobby, or shared interest to increase your response rate. 61% 526% 343% increase in open rate increase in click rate increase in reply rate 14

15 S Executing an step Now that you have your cadence set up and template pulled in, how do you send s at scale? To execute a step, from your Cadences tab, simply select Preview & Run, where you ll see the step. At this point, you can personalize each to any recipient, or choose to send them all. The combination of personalization and automation allows you to send s quickly, while adding a personal touch. PERSONALIZATION + AUTOMATION Pro Tip: Each will pull in dynamic tags, such as first and last name, , company, date, or any other specified fields for a simple level of personalization. 15

16 S Viewing sent s and metrics You can then go back to the s tab and view each group of sent s. Click on any to reveal more detailed analytics about the entire cadence step and even further into each individual recipient. You can also view more aggregated metrics including team performance and efficiency. Before we get into that, let s review calling steps on the next page. 16

17 PHONE CALLS If you think you can run a sales development program on cadence alone, you re wrong. High performing teams use a combination of phone and to have conversations with their dials. SalesLoft s team is no different. The SalesLoft dialer has been custom built around the Sales Development process for maximum effectiveness and efficiency. Want to learn how Influitive simplified their workflow and streamlined communication with SalesLoft? VIEW THE CASE STUDY 17

18 PHONE CALLS Beginning a call step After reviewing, personalizing, and sending a batch of s, you can move quickly to the next step one in your cadence. In this case it s a call step. To place a call within the SalesLoft Platform, click the Preview & Run button next to your phone step (just like you did with ). You can cycle through all the prospects, see activity, view them in CRM, one by one, and add personal information to each by clicking the next and edit buttons. You can use the timezone feature to see exactly what the local time is to a prospect, so that you are reaching out at appropriate times. 18

19 PHONE CALLS Making & logging calls As you execute your calls, there are a few features that will come in handy, including LocalDial and Dropped Voic . 1. LocalDial 2. Dropped Voic Call from a local area code to increase your chance of getting an answer. Pre-record voic s and drop them at the end of any phone call to save time, sound your best, and test the best type of voic . 19

20 PHONE CALLS Making & logging calls As you execute your calls, there are a few features that will come in handy, including sentiment & disposition and call notes. 3. Sentiment & Disposition 4. Call Notes Log disposition - what happened during the call - as well as sentiment - the actions taken. Leave call notes as you re on the phone. All previous notes will be visible from a prospect s page. 20

21 PHONE CALLS Track your call history, logs, notes, and play recordings from the call tab in your cadence. The dialer will automatically push your activities into salesforce.com so there is no need to work directly out of the CRM or manually enter data. The next page will run through a simple example phone script for scheduling a demo quickly. 21

22 YOUR CONVERSATION FORMULA Are you using phone and to reach potential prospects of leads? Great! how are you tracking that activity? CRM No CRM I m curious if you d relate to a recent Salesforce study. It found sales reps lose 20% of their day on manual data entry like logging calls and tasks. Does that sound accurate? Identify Process. Manual (i.e. spreadsheets/pivot tables/etc). Yes If I could show you a way to put that 20% towards sales related tasks, would that be worth mins of your time to evaluate our solution? Yes Every attempt counts. How are you measuring your most effective s? Marketing Automation No People have their own thing: what do you mean? Great! That s to get a lead. Once you have it, how do you measure? You could get 2x3 times more productivity from your reps without the spend of additional headcount. The SalesLoft platform acts as a personal assistant for your reps, managing who, and when. Get easy visability into their dayto-day activities. SalesLoft provides you with the sales intelligence you need to make informed, data driven decisions. SCHEDULE DEMO 22

23 YOUR CONVERSATION FORMULA Call tips 1. If you get the prospect on the phone, state your name and the reason for your call. Hi {{first_name}}, Sean here with SalesLoft. The reason for my call today is to talk about your phone and outreach process. 4. Now, repeat their answers and summarize their pain points, making sure to ask if you ve accurately understood their needs. Correct me if I m wrong, but you told me you use marketing automation to send your s, and that if you could change anything, it would be to have better tracking and analytics on your s and phone calls. Am I correct in this statement? 2. Ask for permission to have some of the prospect s time to ask a few questions. Do you mind if I ask you a few quick questions allowing you to determine whether we can be helpful? 5. Pitch the benefits of your product succintly, aimed at solving their problems. SalesLoft is the simplest way on the internet to convert prospects to qualified appointments, using analytics to improve your phone and outreach. Based on what you told me, I believe this would be of value to you. Do you agree? 3. If you get permission, ask targeted questions that relate to the industry, your prosepct s company, and their role within the sales team. I m betting you have someone on your team that is constistently exceeding expectations. Do they have a process they follow to convert prospects to appointments? 6. Close with an offer to schedule the prospect with an expert in the field who could walk them through the details. I would love to set you up with an outreach expert who can more deeply understand your needs and give you a high level overview of a solution catered to you. Do you agree this would make sense? 23

24 OTHER STEPS For 360 degrees of prospecting The more touches you can add to a cadence, the more successful it will be. Here are a few that common examples: 1. LinkedIn Views 2. In Mail 3. Dropped Voic 4. Direct Mail 24

25 VOIC If you reach voic , have a basic script to share (and don t forget the Voic Drop feature): Hi Prospect Name, here with SalesLoft. You have an in your inbox right now that outlines how to convert your prospects into qualified appointments quickly and easily. Search your inbox for SalesLoft and reply back soon, and I ll catch you up to speed! Thanks Prospect Name, Chuck Key Tactics 1. Don t sell, but intrigue them 2. Say this in under 30 seconds 3. Don t reference failed attempts (i.e. I tried to call yesterday, or I sent you a few s and never heard back. ) 4. Stand out and be different. Talk slowly, clearly, and confidently. Make sure to say your phone number. slowly and don t stray from the script. Be memorable. Voic is just another social touchpoint that helps build rapport with prospects. I encourage people to be very creative and use humor to break up the monotony of their prospect s day. Chuck Jones Sales Development Team Lead 25

26 SalesLoft Lead Pass is simple. SCHEDULING A DEMO Using SalesLoft Lead Pass Open the app on a mobile device (phone or ipad) and select Get Started. Behind the scenes, the app knows your lead pass rules and selects the right sales executive. Because it s synced to all reps Google calendars, the app generates the calendar availability of the rep (in this case Kevin Walkup). 26

27 SCHEDULING THE DEMO using SalesLoft Lead Pass From here, it s as simple as selecting the right time with your prospect and booking the meeting. The minute you do that, the following happens behind the scenes: Creates calendar event for the AE and Prospect Sends invites to both parties including the screen share info and notes Goes behind the scenes in Salesforce to create the right event (in our case: Task action: Demo set) and assigns it to the right rep. 27

28 WHO GETS CREDIT? Rules: Inbound vs. Outbound The Outbound SDR has complete ownership of the account for a 30 day window after last touch, which gives the company a chance to talk internally, while the Outbound SDR continues to call and build traction. If someone signs up through Inbound during that time, the demo scheduled / call should go to that Outbound SDR. However, outside of the 30 day window, any inbound would be credited to the Inbound SDR. up to 30 DAYS 30+ DAYS after last touch after last touch OUTBOUND INBOUND 28

29 As the product grows, the process will change along with it. As these changes arise and our business grows, we will update and re-publish the ebook to keep you informed. Want to download the next section of the playbook without the hassle of filling out a form? In section two, you ll learn about integrations, analyzing your data and more behind creating a successful out bound strategy. ABOUT THE BOOK This publication was both created and written by SalesLoft. While it was orginally created for internal use, feel free to re-publish exerpts of the book as long as it is credited to SalesLoft. You are welcome to share the book in its entirety with anyone you think might be interested. ABOUT SALESLOFT SalesLoft is a complete sales development platform aimed at helping find and reach out to people they re interested in. MORE INFORMATION Visit SalesLoft.com for more information on sales development best practices or follow us on DOWNLOAD