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    30 Minutes to President's Club | No-Nonsense Sales

    152: Mastering momentum and winning 1:1's as an SDR (Zach Landres-Schnur, Head of Sales Development @ LiveRamp)

    Wed Jul 05 2023
    salesprospectingaccount managementSDRsAEs

    Description

    The episode covers insights on working between SDRs and AEs, prioritizing accounts and organizing outreach, crafty outreach and account prioritization, effective time management and professional development for SDRs, and tips for effective outreach and account management.

    Insights

    SDRs should include names, titles, and quotes of people who support them in business cases

    This helps build credibility and trust in the sales process.

    Lavender suggests removing exclamation points and question marks from sales email subject lines for better open rates

    Using a more professional tone can increase the chances of emails being opened.

    Oram advises responding to 'send me some information' objection by asking if the prospect has something specific in mind

    This helps qualify the prospect's interest and provide more targeted information.

    Gong recommends pressure testing prospects with three questions at the end of a call to determine next steps

    Asking specific questions can help gauge the prospect's level of interest and identify potential next steps.

    Have a step-by-step prospecting checklist

    A checklist ensures that all necessary steps are followed in the prospecting process.

    Tighten SDR and AE alignment through clear agendas and weekly recaps

    Regular communication and alignment between SDRs and AEs is crucial for effective collaboration.

    Create a vertical outreach matrix for targeted outreach

    A matrix helps identify key accounts and target them with personalized outreach strategies.

    The key to effective SDR-AE one-on-ones is documentation and weekly review of previous week's results and action items

    Reviewing past performance and action items helps drive continuous improvement and accountability.

    Encourage SDRs to stay on calls and attend additional meetings to learn more and potentially uncover new opportunities

    Active participation in calls and meetings can provide valuable insights and lead to new opportunities.

    Avoid using buzzwords, being overly formal, and sounding corporate in outreach. Instead, be conversational and use a tone that resonates with the recipient

    A more conversational tone can help establish a connection with prospects and make the outreach more engaging.

    Chapters

    1. Working between SDRs and AEs
    2. Prioritizing accounts and organizing outreach
    3. Crafty outreach and account prioritization
    4. Effective time management and professional development for SDRs
    5. Tips for effective outreach and account management
    Summary
    Transcript

    Working between SDRs and AEs

    00:00 - 07:11

    • SDRs should include names, titles, and quotes of people who support them in business cases
    • Lavender suggests removing exclamation points and question marks from sales email subject lines for better open rates
    • Oram advises responding to 'send me some information' objection by asking if the prospect has something specific in mind
    • Gong recommends pressure testing prospects with three questions at the end of a call to determine next steps
    • Have a step-by-step prospecting checklist
    • Tighten SDR and AE alignment through clear agendas and weekly recaps
    • Create a vertical outreach matrix for targeted outreach
    • The key to effective SDR-AE one-on-ones is documentation and weekly review of previous week's results and action items

    Prioritizing accounts and organizing outreach

    06:51 - 13:34

    • The importance of prioritizing accounts and focusing on warm signals indicating someone is in the market
    • SDRs gather insights to help drive the prioritization and plan of attack for the week
    • An effective strategy is to constantly add new accounts while actively working on others
    • Use spreadsheets to organize accounts, adding columns for key information like last reach out, positive responses, key people, notes, and next steps
    • Responsibilities for breaking into an account can vary between AEs and SDRs
    • Internal research involves looking at past history in CRM systems or sales engagement platforms to leverage past conversations or re-engage closed loss accounts
    • External research includes monitoring hiring updates, LinkedIn posts, online articles, or even advertising campaigns as potential triggers for outreach
    • The number of individuals being prospected into an account at any given time is relatively small, usually around five to ten titles within the marketing department

    Crafty outreach and account prioritization

    13:07 - 19:28

    • For mid-market accounts, the outreach needs to be surgical and crafty, not a shotgun approach
    • SDRs handle research and outreach, while AEs focus on key decision makers
    • CCing the AE on emails helps up level the conversation
    • If there's no response, the AE takes over to up level their position
    • Prospecting motion involves personalized and intentional touches
    • Research includes past conversations, external information, and lower-level contacts for introductions
    • Changing the voice with an AE usually happens around email two or three in the sequence
    • AEs bring in examples of how they've worked with similar clients to add weight to the outreach
    • SDRs can proactively identify low hanging fruit or sharpshoot opportunities in their territory
    • Account prioritization is based on deal size, intense signals of interest, and leader judgment

    Effective time management and professional development for SDRs

    19:10 - 25:29

    • SDRs should structure their day and plan their time to effectively manage their tasks
    • They should have a clear-cut list of accounts to reach out to and follow a checklist
    • Breaking up the day with activities like one-on-one meetings or creative breaks is important
    • Working in micro blocks, focusing on specific accounts for a few hours at a time, is effective
    • Backstopping two-hour blocks with one-on-one meetings helps refuel and set goals
    • Taking breaks and having rewards throughout the day helps combat monotony
    • SDRs can own their promotion path by engaging in professional development outside of work
    • Reading LinkedIn, listening to podcasts, and reading sales books are great ways to learn
    • Staying involved in the sales process beyond the first meeting can provide valuable insights
    • Encouraging SDRs to stay on calls and involve other departments can lead to additional opportunities

    Tips for effective outreach and account management

    25:02 - 28:49

    • Encourage SDRs to stay on calls and attend additional meetings to learn more and potentially uncover new opportunities
    • Avoid using buzzwords, being overly formal, and sounding corporate in outreach. Instead, be conversational and use a tone that resonates with the recipient
    • When responding to loaded questions from prospects, try to uncover the underlying question by asking for clarification
    • When someone gets promoted, attach yourself to their priorities outlined in their first 90-day plan rather than simply congratulating them
    • Prioritize accounts by focusing on low-hanging internal research opportunities before moving on to external research like Form 10 filings
    • In weekly one-on-ones between SDRs and AEs, review past accounts worked on and have specific columns for SDRs to fill in any findings from their outreach
    • Look for triggers when refreshing an account to change up the message, such as new contacts, customer moves, information from the 10K report, or relevant advertisements
    • Work in two-hour blocks dedicated to specific accounts or tasks and schedule breaks or one-on-one meetings as necessary
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