Cold Calling 2.0 Presentation
Cold Calling 2.0 Presentation
Cold Calling 2.0 Presentation
Calling 2.0
And how marketing can leverage an
outbound sales development team
Aaron Ross
PebbleStorm/CEOFlow: “Make money through enjoyment
aaron@pebblestorm.com
Part 1 Review
Review
In Part 1:
What it's like if you're “panning for gold with a
colander” (generating leads without an effective lead
management function), and what to do about it:
Boeing
Lobbyist
$1,000,000 Order
Avg Sale Price
$100,000 Order
Many Buyers
Salesforce.com, Saas…
$100 Sale
?
Timex Watches
Low
Google, eBay
RSS feeds
Twitter
Email
Cold Calls
Print Ads
Wikis
Phone
Blogs
Webinars
Telemarketing
TV
Campaigns
Texting Radio
The business issue
97% 3%
Other Cold calling
75% 25%+
Other Cold Calling
2.0
1.0 2.0
What’s changed?
1.0 2.0
Field Sales = 90% of prospecting Sales Dev = 90% of prospecting
ABC / Always Be Closing Is there a mutual fit?
Dials per day, appointments Qualified opportunities / month
Cold calls Research, referral calls
Cheesy sales tricks work Authenticity works
“I hate this job” “I learned a lifetime skill”
Long letters & emails Short and sweet text emails
CRM hurts productivity CRM multiplies productivity
What is world class?
“Outbound Machine”
§ Effective process
§ High capacity
§ Sustainable growth
What’s your true potential?
What next?
Ideal industries
Ideal companies
Find influence
Business Issues
Fit?
Separate the core functions www.CEOFlow.com
“Outbound”
Qualified New
“Inbound” Opportunities Customers
3. Develop your people
Product-pitching Problem-solving
“Salesperson” “Person Who Can Sell”
Presentations Conversations
Tactics?
Chuck,
Salesforce.com is a web-based CRM service that can be rapidly rolled out and is
easy to use. Sales organizations use it to centralize and report on contacts,
accounts, historical activities and to track sales performance. Marketing can easily
measure the ROI of individual projects. Salesforce.com makes it very easy to
customize reports and gain visibility into your sales organization and individuals'
performance to get a better handle on your business.
Online demo:
salesforce.com/us/seminar.html
3 key points:
1. State simply and clearly why you are reaching out
2. Offer credibility (say, examples of customers)
3. Make the email easy to read and respond to on a
blackberry
Process 1.0: Big chunks, slow pace
3. Irrational persistence
When it’s just not a good fit (no budget, no pain, wrong time…)
doggedly keep trying to handle objections
5. Long emails
Can someone read and respond on a BlackBerry?
A great application is no
substitute for, and will not fix,
an ineffective process.
3. Be “Aggressively Patient”!
- Aggressive progress every day, patience for results
Now light the
fuse!
Thank you
Thank you!
Aaron Ross
PebbleStorm/CEOFlow
“Make money through enjoyment”
aaron@pebblestorm.com
(310) 751-0656
www.PebbleStorm.com
www.CEOFlow.com
www.BuildASalesMachine.com
First 90 Days
•Outbound-specific “Ideal Target Profile” defined
•First outbound reps ramped and seeing results
•Waterfall modeled
•Tracking dashboards and tools in place
•First “new process” qualified opportunities generated
@ 6 Months
•Onboarding process and tools defined
•Next set of outbound reps hired and ramped
•Quality audit process in place
•Waterfall improved
•First revenue from short-cycle opportunities
@ 18-24 Months
•Predictable, proven “Outbound Machine”
•15%+ outbound contribution to revenue
•Data-driven Waterfall
•Quantified ROI on the role
•Proven career path, upward mobility
Example prospecting waterfall
Add Contacts
__ Demos/Appointments
•It’s a better investment to really train outbound reps before putting them on the
front lines (so they can have constructive conversations)
•Train them for 4-6 weeks in customer-oriented roles first
Call Cold
Executives
Call Fresh
Degree of Risk
Leads / Stale
Opptys
Call Stale (1-2 Weeks)
Leads
(1 Week)
Time
Ingredients For Rep Success
1. Organization
You know exactly what you need to do every day,
and do it.
2. Passion
You truly care about the company you work for, the
product they sell, and in trying to help your prospects
solve problems.
aaron@pebblestorm.com
(310) 751-0656
www.PebbleStorm.com
www.CEOFlow.com
www.BuildASalesMachine.com