The SaaS Sales Method for Sales Development Representatives: How to Prospect for Customers: Sales Blueprints, #4
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About this ebook
The ultimate guide for Sales Development Representatives, also known as SDRs. In this book you will learn the most advanced prospecting sales skills from recognized leaders in the sales profession. Covering everything from determining the right fit to going deeper and understanding what a customer’s real pain is, The SaaS Sales Method for Sales Development Representatives: How to Prospect for Customers helps sales leaders, sales managers, and individual salespeople understand what it takes to succeed and provides step by step instructions.
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Book preview
The SaaS Sales Method for Sales Development Representatives - Jacco van der Kooij
Copyright ©2018. Published by Winning By Design LLC, a Delaware company
All rights reserved as permitted under the United States Copyright Act of 1976. No part of this book may be reproduced, used or distributed in any form or by any means, or stored in a database or archive, without the expressed written consent of the publisher.
The contents of this book were created in the United States of America.
Edited by Fernando Pizarro and Dan Smith
Revision 5.0
ISBN-13:
ISBN-10:
Winning by Design LLC
San Francisco, California
United States of America
For more information, visit www.winningbydesign.com
More from Winning by Design
The SaaS Sales Method for Sales Development Representatives: How to Prospect for Customers is part of Winning by Design’s Sales Blueprints series. Other books in the series include:
The SaaS Sales Method: The Science and Process of Sales
Blueprints for a SaaS Sales Organization: How to Design, Build and Scale a Customer-Centric Sales Organization
The SaaS Sales Method Fundamentals: How to Have Customer Conversations
The SaaS Sales Method for Account Executives: How to Win Customers
The SaaS Sales Method for Customer Success & Account Managers: How to Grow Customers
Contents
Introduction
1 Inbound
1.1 Alerted
1.2 Nurtured
1.3 Inbound from Word of Mouth
1.4 Social Inbound Play
2 Outbound
2.1 One-to-One Outbound Prospecting (1:1)
2.2 Group-Based Outbound
2.3 Measuring Engagement
2.4 Prospecting Around Events
3 Target-based Prospecting
3.1 Account-based Prospecting
3.2 Alert-based Selling
3.3 CxO-based Outreach
4 Content
4.1 Curate Content
4.2 Create Content
4.3 Content Journey
5 Hand-off
Summary
Conclusion
About Winning By Design
Introduction
In modern sales organizations, prospecting requires the sales professional to provide value from the first interaction. Most companies generally break this team into a separate function or job title. Whether the role is called a Sales Development Rep (SDR), an Inside Sales Rep (ISR), Business Development Rep (BDR) or Account Development Rep (ADR) the function is similar and includes all the activities required to find and qualify prospects and prepare them for the selling process (which we cover in a subsequent book). This book is designed to outline those activities and provide you with best practices, and we will primarily use SDR to represent the person primarily implementing these activities.
NOTE: This book is meant to get dirty! We encourage you to write in it, do the exercises, dog-ear the pages, and do anything else that will help you interact with the content.
A brief review of customer engagement
In The SaaS Sales Method Fundamentals: How to Have Customer Conversations, we discuss how to have conversations in a variety of interactions. Now we are going to turn a variety of interactions in a series of sequences. Predefined sequences we can repeat are called Plays.
Figure 1: Initiating conversations through interactions, sequences and plays
Fourdifferent ways of prospecting
Prospecting can take many different forms, but generally falls into four categories we have placed on the customer journey below.
Figure 2: Overview of the prospecting processes along the customer journey
Customer-centric qualification
In Figure 2, you will notice there are several measurement points along the journey. These measurement points can be used as criteria to determine whether a lead is qualified. We have listed some common qualification criteria in Table 1.
Traditional qualification used BANT™, CHAMP™, or MEDDIC™, all processes in which customers are asked if they have Budget, are the Decision Maker, have a Need, are working to a Timeline, and so on. These qualification methods do not apply in a customer-centric approach because the customer gains no value during the qualification process, often leading to the customer being standoffish.
Table 1 Progressions of leads as they develop
Prospect: A person who expresses interest online.
MQL: Marketing Qualified Lead, a person who expresses interest and fits the profile.
SQL: Sales Qualified Lead, a person who expresses interest during the sales process.
SAL: Sales Accepted Lead, is a Marketing Qualified Lead (MQL) that has been reviewed and passed to the sales team for approval.
EXERCISE: Identify the criteria that might make a lead fit to be a PROSPECT
Criteria can be static, such as company size. They can be time-driven, such as an event experienced.