What is the ONE playbook that will help my team drive predictable & repeatable pipeline, once and for all?
Aiming to answer that question, Becc Holland & Scott Barker deliver an answer on the one overarching playbook that can create predictable & repeatable pipeline for Sales teams of ALL sizes, SDR teams at ALL stages, and ALL based on data!
Join us as we hear from Becc Holland about:
- New and different sequences
- Identifying what leads are the correct ones for your business
- How to make connections with leads and close sales
Fresh sales sequences
When your conversation stands out, your prospects remember you. Becc’s advice for shaking things up include beginning with your baseline sequence: what are the essential steps in the buying journey?
Once you have that in place, it’s easy to layer on engagement styles in alignment with each of your attributed lead sources. And why wouldn’t you? Social media users would likely be approaching you with a totally different mindset and perspective to the people completing your website form. Becc lives by four distinct categories of sales engagement while running a 16-step process over 21 consecutive business days:
Designed for the ‘hand raisers’ as Becc knows them, this is for people who have previous awareness of your company or product and want to learn more about your offering. This is where Becc uses only one-to-many messaging.
This is a sequence for people who ‘micro-convert’ — they attend your webinars, sign up for a free trial or download your eBooks. There’s no direct contact about your product but they’re engaged in learning from you.
Similarly to the way Becc handles postbound sequencing, she uses a blend of one-to-many and one-to-one messaging for bridgebound engagement. There are two buckets of leads within bridgebound: leads with the propensity to take meetings and then those with the propensity to buy.
Reasons people will take a meeting depend on their historical frame of reference for your brand, or their relationships with people in your team or network. Those whom you believe will ultimately buy from you will be engaging with you about their most pressing challenges or through your informed estimate that they’re part of an ‘in-market’ audience.
The cold prospect knows nothing about you and has no frame of reference for your company or products at all. One-to-many messaging doesn’t really work well in this category. People go where they feel seen, heard, noticed, accepted, supported, celebrated and appreciated, and this is precisely why Becc operates her cold outbound plays on a one-to-one messaging structure.
Becc’s 16-step process incorporates manual research, email, calls and voicemail, if necessary, because people buy in anything but a straight line.
Identifying the right leads for your business
The right leads for your business will contribute to your company’s profitability, align with your operational workflow (or at least not demand too much deviation from your current workflow) and finally, align with your business at a values level.
Becc has listed so many contextualized plays to run, that it really makes you think about which options sit well with you and your team. Sometimes, you could be checking all the right boxes but still giving yourself and your colleagues anxiety. That’s a values misalignment, and it creates friction further down the line.
One example of this, shared during the webinar, was Becc’s recognition of the play for approaching competitors of your customers. She’s not a fan of the strategy but she recognizes it as one that works for some sales teams. Since your sales team steers your company’s journey, you want that operation to be driven by a robust and trusted decision-making framework, and that starts with choosing the right leads for the business.
Connect with leads to close sales
It’s natural to seek out the formula for success in sales, but part of that involves knowing what not to do as well. To connect with your prospects respectfully and meaningfully:
- Don’t use double-tap calling. If someone’s unavailable, wait a few hours if you want to dial them again. It can be annoying when your phone rings incessantly.
- Don’t call outside office hours. Even if they are online, it’s likely not to idle and wait for you to add more mental tasks to their lists.
- Be strategic about leaving voicemail messages. Becc leaves two over a span of 21 days so people don’t feel overwhelmed as if it’s ‘too much’ communication.
What we’ve really learned from Becc, this episode, is that people are complex and convoluted, and that they can jump between lanes, just like when driving on the highway. We need to be prepared for that so that we can mold our sales engagement activities around what feels right, and organic, to the customer. By showing them that we’re willing to meet them wherever they’re ready, we show them our commitment to their success.
Isn’t that what being in business is ultimately all about?
While you’d have to listen to the episode a couple of times to really make the most of all Becc’s tips, you can also finds more information about her and today’s topic at:
- LinkedIn Profile: Becc – https://www.linkedin.com/in/beccholland-flipthescript/
- Company Website: https://www.flipthescript.co/encyclopedia-of-sales-plays-webinar