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Sales & Business Development Playbook

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Sales & Business Development Playbook

  1. 1. SALES & BUSINESS DEVELOPMENT Who was this document created for?  College graduates whose first day at COMPANY is today – welcome!  Newer BDRs curious to learn different perspectives  Sales reps looking to return to their foundation  And everyone in between This was put together in an attempt to succinctly illustrate notes that I have been keeping since January 2015 about what has worked for me – it’s far from done and it always will be. This isn’t meant to be exhaustive or all-encompassing. However, I think of this as the “Eclectic & Universal” edition of the playbook; also included are some BDR practices worth incorporating immediately. Robert J. Finn Playbook VOL. 1
  2. 2. Get an email response? Have a call with someone? Add them on LinkedIn, immediately. 1. After even a few weeks, you’ll have grown your network to a point far beyond before. In 7 years when you’re applying for that CEO position, Jane Smith from that cold call might be on the board now. If you wait to add them, they will be more likely to forget you. 3. Unless it would create a problem, skip “Does X time work?” and instead send a calendar invite with the world “Placeholder” included. The amount of time wasted scheduling meetings is insane – 95/100, when you send a meeting invite “to get something on their calendar/we can switch if needed”, the meeting doesn’t change at all; removes the barrier of “I’m busy that day” by narrowing in on a time; same principle can be used internally (within reason). 4. It is far more likely that a “chance/ unique” type of outreach will yield a conversation than it is to yield a loss of potential business. Many BDRs hesitate to try something different out of fear that they will upset the customer/prospect/person, and damage the future relationship. While it’s not impossible to do damage like that, more often than not, any risk taken has a higher reward likelihood than negative. 5. “Be Kind & Do Your Job.” At any given moment, during any internal or external interaction, you should be able to ask yourself: “Am I being kind? Am I doing my job?” If the answer is ever “No” to either, recalculate. It’s a corny, simple little turn of phrase, but will prove useful. 2. Add every single person that works at this company on LinkedIn, now – whether you’ve met or interacted with them or not. The Cybersecurity/Tech/SaaS/Sales/BD world is as small as it gets – a Software Dev Manager here might be connected to your ideal prospect, because they worked together at a start-up 15 years ago. There are so many instances like this that go unnoticed otherwise. If you are new to being a BDR, also a great way to get yourself out there and connect internally with people you may not have otherwise. From Day 1:
  3. 3. Prospect Outreach Best Practices QUOTE REQUESTS, DEMO REQUESTS, MAGIC QUADRANT DOWNLOADS or anything inbound that is 100% unambiguously “I want to talk.” Reach out immediately, within seconds. Many times my team will get the compliment that “that was the fastest response time I’ve ever had.” One colleague generated 314 opportunites that resulted in $2,010,911 million closed won in one year. GOOGLE ALERTS  Industry and company specific alerts – We sell application security software; a Google Alert for “application security” is set up daily; subsequent articles can be incorporated into timely prospect outreach.  Who is our ideal buyer? For example, CISO (Chief Information Security Officer) – Google alert for “CISO”; a CISO at one of your accounts get interviewed and the article gets leveraged (I cannot stress how well this works.)  Our competitor is Johnny’s Software – Google alert for “Johnny’s Software”; we’re up to speed on competition’s press releases. BATTLE TESTED COMBINATIONS  Call, voicemail, email with subject line “Just left you a voicemail NAME.”  Value prop email day 1, follow up single line email day 2: “Just wanted to see if you received my email yesterday.”  Email, LinkedIn add with note on day 1, email day 2 asking for confirmation. JOB ALERTS New posting that says “application security architect”? Reach out to that company and mention the posting. OFFER LUNCH/ON SITE VISITS In person meetings will always be better. It’s not always feasible, but when possible and sensible, offer up a chance to grab coffee, lunch, or meet on their campus. LINKEDIN SALES NAV has a feature where you can see who follows OURCOMPANY on LinkedIn. Many companies have 10K+ followers – leads with a perfect warm introduction. CLOSED LOST OPPORTUNITIES – Countless lost opportunities just due to timing. One simple email asking “How are you? Has anything changed?” can reignite the conversation. “INVITATION TO SPEAK with (our CEO/Industry Thought Leader)” – with their permission, C-level executives will jump at the chance to speak with a C-level executive at OURCOMPANY. Pre-Built Campaigns
  4. 4. 1. Ending with a question or two questions. 2. Picking a specific time, regardless of how soon or far away it is. 3 PM on Tuesday the 5th always works better than “time to connect in a couple of weeks.” 3. Best time to send email is Tuesday at 11 AM per studies, but different industries and companies are different. Try it out by scheduling emails and seeing results. 4. Schedule the follow up alongside the original email. Sent an email just now and want to follow up tomorrow? Write it now, schedule it, forget about it. 5. Subject line favorites (but try anything):  Hi NAME – Company’s Product Program  NAME – Quick Follow Up  Just Returning Your Message  Voicemail  Just Left You a Voicemail NAME – MYNAME from THISCOMPANY  FW: Other Person at the Company’s Name  NAME – Can We Connect?  NAME – Can We Connect with (Other Person at Company)?  YOURCOMPANY and MYCOMPANY Discussion 6. Emailing multiple stakeholders flat, cold with targeted emails – “Good afternoon Terry, Joanne & Billy – I saw on LinkedIn that you three are leaders in the Software Development space over at COMPANY ABC, so I was hoping to connect with all of you this week when…” 7. Whenever and however possible, make your message feels “current” – some sort of differentiator that says to whoever is reading it, “I just sent this after typing it now – otherwise, I wouldn’t have mentioned (Christmas/the weekend).” EDITION II - Perfecting use of LinkedIn Sales Navigator EDITION III - CRM Maintenance, Upkeep & How to Make it Less Annoying EDITION IV - Scheduled Calls: With & Without a Rep + MORE Email Tactics FUTURE PLAYBOOK INSTALLMENTS

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