Sales Hacker Workshop SF: with Achievers! August 18, 2015 Visit SalesHacker.com for more sales hacks, tips, and tactics.

1. Build a High Velocity
Sales Machine
Presented by

2. Take-Aways
• What will you learn/walk away with?
• What type of sale is this class for?
• How much is basic vs advanced?
• If you’re not asking questions, you won’t learn.
Interrupt us!

3. Who am I?
• Vice President, Field
Operations, Achievers
• Corporate Sales Manager,
InsideView, Inc.
• Senior Sales Manager,
Elsevier

4. Who am I?
• Owner, Harris Consulting
Group
• Advisor, TopOPPS
• Director of Sales Operations
and Lead Generation,
Mashery (Acquired by Intel)
• Director of Sales, Telecom, Inc.

5. Who am I?
• Currently, Head of Sales
Development, Datanyze
• Corporate Sales Director,
PunchTab

6. Course Format
Ideal Customer Profile
Assignment
Crafting a Response
Outbound
Cadence
Best Hiring Practices

7. Ideal Customer Profile

8. Ideal Customer Profile
ICP - What does this mean
Common parameters: Company
Level
Common parameters: Contact Level
Top down - Bottom up
Top job functions VPs or CXO
Bottom job functions SDR, AE, Managers

9. Ideal Customer Profile
Segmenting this data to build lists
Organize data as specific as possible
Geo
Industry / Vertical
B2B or B2C
Enterprise or SMB
Specific Titles
SaaS Based

10. Ideal Customer Profile
Geo Industry /
Vertical
Type Titles Criteria Criteria Criteria
San
Francisco
AdTech SaaS VP Sales
New York Marketing
Automation
B2B VP
Business
Developme
nt
SMB

11. Ideal Customer Profile
Sources for researching
and finding ICPs
Crunchbase
LinkedIn
Angel List
Capterra
Lumascape

12. Outbound

13. Crafting Emails
An overview, what’s the
objective
• These are not marketing
emails. Make them short,
personalized and to the
point
• Don’t pitch product but value
• Close on booking the demo

14. Crafting Emails
Incorporating Lead Research
•Email 1 (E1) should have a portion that is templatized
to create consistency and scalability
•Leave a section for personalization and customization
(10/80/10 Rule)

15. Crafting Emails
Subject lines and CTAs
• According to Yesware, most effective
words to use
• Call, Meeting, Time, Calendar
• Create combinations and test them
• Examples
• “Scheduling our meeting”
• “Scheduling a time for our
meeting”
• “Time for our meeting”
• “Time for our call”

16. Example cold emails that work and don't work and why.
Email that doesn’t work

17. Example cold emails that work and don't work and why.
Here is an example of an email that works

18. Outbound
Email signatures
Make sure they’re clean and simple
Less is more

19. Assignment

20. Assignment
Take 20 mins to create your messaging
and craft 3 emails.
1. Initial personalized email
2. Simple follow up that can be templated
3. A final email “the breakup email”

21. One-on-One
Instructors spend 7 minutes with each company

22. Cadence

23. Cadence
What is a cadence and why is it
important?
Establish a healthy mix of Social, Email
and Call touches in your Cadence /
Sequence
7x7 Cadence
Day 1: AM Email / PM Phone
Day 2: Phone call no VM
Day 3: AM Call no VM / PM Call VM
Day 4: Email
Day 5: Nothing
Day 6: Nothing
Day 7: “Breakup email”

24. Cadence
Automated vs Manual
Some reps manually track
their steps
Leverage Yesware to do
aspects of this
Leverage automation tools
Salesloft Cadence: Semi-
automation
ToutApp: Automation

25. Response
Understanding and Listening to your prospect
Be attentive and listen to their commitment
Get their concern
Be empathetic
Don’t be afraid to challenge them

26. Response
Covering potential
objections
“He who covers the
objection first wins”
Learn from your
team what the
common
objections are
Responding with a
meeting in mind
You job is to close
them on the taking a
demo
Don’t pitch the product
Ask questions, address
concern and ask for
the demo

27. Response
Good examples and bad examples of responses and why
Bad example

28. Response
Good examples and bad examples of responses and why
Good example

29. Hiring Practices

30. Hiring
Cost of Hiring
Candidate Profiles
vs. Job Descriptions
Interviewing
Onboarding
Sales Training

31. Hiring
Know your real cost of a bad hire
Salaries
Base+ after 90 days
Training Personnel
Executive Time
Time
Writing Profile
Writing Job Description
Post Ad / Repost The Ad
Working With Recruiter
1
st
Interviews
2
nd
Interviews
Onboarding – Reps Time
Onboarding – Everyone involved in
Training
Opportunity Costs are typically 3x for all
of the above
OTE vs. Real Revenue

32. Hiring
Hard Working, Can-Do-Attitude, Roll up
their sleeves
Strong Communication Skills
Warrior Spirit
Competitive Spirit “will to win” / “hate to
lose”
Improv skills (Think on their feet)
Naturally Curious
Sales experience
Empathy
Ask them to describe the longest project they ever worked.
Ask them to describe how they convinced someone they
respect to change their mind (parents, teacher, etc.)
Ask them to describe a time they felt like they had 5 very
important things to do all at once and how they prioritized
things.
Ask them the last time they lost (should be within last 2
weeks)
Ask them to tell you how they handled a “crisis” in their life.
Ask them, “when you buy something new do you read the
instructions or just put it together?”
What would you do if your boss told you to do something but
you knew you had a better idea
Ask them to describe a time where someone needed your
support even if you did not agree with them.

33. Hiring
Better, Faster, Cheaper
Onboarding Is A Marathon, Not
a Sprint
Create Your Wish List
Break Wish List Into
Categories
Product Training
Process Training
Performance Training
Tools Training
Sales Training
Build Calendar
Include Role Playing
Make it Last Two Weeks
End Each Day With Q&A

34. Hiring
Talking about features and benefits is NOT selling.
The best sales people speak less than their prospects.
Understanding why people are motivated to buy is better than understanding
why they buy.
Walking your prospect through a PowerPoint during a first phone call is painful
and a waste of everyone’s time.
Walking your prospect through a PowerPoint is NOT a demo.
Effective Sales Training = teaching the sales reps how to understand,
empathize, and explore the reason the prospect needs your service on an
emotional level, not the surface level (i.e. - features/benefits)
I will NEVER, EVER try to build my own website

35. Thank You!
A river cuts through rock not through sheer
force, but through persistence.
In sales, what you put into it is equal to what
you get out of it. - Ralph Barsi