What if your team set twice the sales meetings it does today? Increased everyone’s rate of setting meetings by 24%? To hold a competitive advantage in today’s marketplace, top companies and sales executives focus on driving more top-of-funnel activity. Find the right prospects. Capture their attention. Set meetings. Convert them to customers. The question then becomes: How do you best do this?

1. How to Create a Sales Cadence
to Drive Top-of-Funnel Growth
Presented by Chad Sanderson
Managing Partner, Value Prime Solutions, a leading provider of the ValueSelling Framework®
Complimentary Webinar
September 20, 2018
This document contains proprietary information of ValueSelling Associates. Its receipt or possession does not convey any rights to
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3. Let’s Start with
a Question
What have you found to be the most
effective method of prospecting?
– Social Selling or Social Networks
– Email
– Phone
– Networking
– Industry Events
– Blind Luck
© ValueSelling Associates, Inc. 2018. All rights reserved.

4. © ValueSelling Associates, Inc. 2018. All rights reserved.
Top Three
Reasons Your
Prospecting is
Failing
82%
of buyers accept meetings with sellers
who reach out to them
71%
of buyers want to hear from sellers who
can help them solve THEIR problems
Perspective1
Top Performance in Sales Prospecting Benchmark Report

5. © ValueSelling Associates, Inc. 2018. All rights reserved.
Top Three
Reasons Your
Prospecting is
Failing
Chances are your content is about you, not
your buyer – 69% of buyers say they
respond to primary research relevant to
THEIR business
95%
of buyers chose a vendor that provided
content to navigate each stage of the
buying process
Content2
- Demand Gen Report
- HubSpot Survey – 2018

6. © ValueSelling Associates, Inc. 2018. All rights reserved.
Top Three
Reasons Your
Prospecting is
Failing
Discussing 3 – 4 buyer problems
correlates with the highest likelihood of
advancing a deal to a firm next step
Buyers indicate the top ways to create
positive sales experiences:
• Listen to THEIR needs (69%)
• Don’t be pushy (61%)
• Provide relevant information (61%)
• Respond in a timely manner (51%)
Quality of Contact3
- HubSpot Survey 2018
- Gong Labs Report

7. OK, one
more…(POLL)
Why is your prospecting not more
effective?
– Not enough time
– Not enough targets
– Bad data / contact information
– Low response rates
– Too many objections
– No one gives a damn about my product
– Other
© ValueSelling Associates, Inc. 2018. All rights reserved.

8. Priming Memory
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9. Focus
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10. © 2018 ValueSelling Associates, Inc. All rights reserved.
Vortex Sphere
of
Engagement™

11. Proper Preparation
MINDSET
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12. Proper Preparation
RESEARCH
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13. Time Blocking
IT’S WHAT’S FOR DINNER
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14. Uncovering Value Means
Asking Informed Questions
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15. © ValueSelling Associates, Inc. 2018. All rights reserved.
How to
Increase Focus
Time Blocking - It’s What’s For Dinner.
– Research
• 15 – 20 minutes on industry
• 10 minutes on company
• 10 minutes on person
WORKBOOK

16. © ValueSelling Associates, Inc. 2018. All rights reserved.
How to
Increase Focus
Time Blocking - It’s What’s For Dinner.
– Cadence Creation
• Strategically choreograph your outreach
– Call Blocks
• Every day, no exception
– Email Personalization
– Social Interactions
– CRM Updating and Data Analysis
WORKBOOK

17. Proper Preparation
TECH STACK
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18. Proper Preparation
LIST PREPARATION
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19. © ValueSelling Associates, Inc. 2018. All rights reserved.
What? The
Lead Didn’t
Convert?
Sellers say less than 79% of leads
provided by marketing convert to an
opportunity.
– Spotio Survey, 2018
96% of buyers say they’re influenced
by sellers who focus on the value they
can deliver; 93% are influenced by
sellers who collaborate with them
– RAIN Group Survey

20. © ValueSelling Associates, Inc. 2018. All rights reserved.
What? The
Lead Didn’t
Convert?
▪ Prospecting efforts must connect to
your sales methodology, not your
sales process
▪ Lack of common language creates
friction you can avoid
▪ Without the connection, there are
gaps and these gaps eviscerate
your leads

21. The Natural Break Point
Build Pipeline and Increase Velocity
Within a High Volume Environment
SELLEDUCATEFIND CLOSEQUALIFY
© ValueSelling Associates, Inc. 2018. All rights reserved.
Revenue Funnel

22. Friends don’t let friends
prospect alone
#friendsdontletfriendsprospectalone
© ValueSelling Associates, Inc. 2018. All rights reserved.

23. Developing
Sales Cadences
© ValueSelling Associates, Inc. 2018. All rights reserved.

24. a strategically choreographed series of interactions,
across multiple channels,
to increase the probability of connection
and conversation
© ValueSelling Associates, Inc. 2018. All rights reserved.

25. Vortex Cadences
Content
Mere Exposure Effect A – I – M
Social
Int. 1
Social
Int. 2
Email
1
Call 1 Call 2
Email
2
Call 3
Voice
mail 1
Email
3
Socail
Int 3
Call 4
Voice
mail 2
Value
Insight
Anxiety
Influence
Motivation
Share / No Ask
Competitor / Market Insight
References / Case Studies
3rd Party Content
Why Now? Why Change?
© ValueSelling Associates, Inc. 2018. All rights reserved.

26. Leveraging the ValueBuying ProcessTM and A-I-M Across Multiple Channels
Social
Interaction 1
Interact or
Share
Interaction
Based on
Content
Persona
Posted
Social
Interaction 2
Credibility
Share
Share
Connects to
Bus. Obj. –
Credibility
Email 1
Connect
Insights
Email
AIM
Social
Interaction 3
Connect
Insights
Influence
Interesting
read on how
we helped
competitor
Call 1
Connect
Insights
Anxiety /
Motivation
Script focuses
on time
passing,
credibility and
research
Voicemail 1
Connect
Insights
Anxiety /
Motivation
Script focuses
on time
passing,
details next
step, more
information
© ValueSelling Associates, Inc. 2018. All rights reserved.
Vortex ProspectingTM: Cadence Example

27. Batman’s Back
Cadence:
C1, C2, VM1, EM 1
Mon, Tues, Wed
Batman’s Back
Cadence:
C1, C2, VM1, EM 1
Mon, Tues, Wed
Dr. Seuss
Cadence:
EM 1, EM 2, SI 1, C1
Tues, Thurs, Fri
Dr. Seuss Cadence:
EM 1, EM 2, SI 1, C1
Tues, Thurs, Fri
Hair Metal
Cadence:
SI 1, EM 1, C1, VM 1
Mon, Wed, Fri
Hair Metal Cadence:
SI 1, EM 1, C1, VM 1
Mon, Wed, Fri
CEO
Admin
CFO COO CIO CTO
VP VP VP VP
© ValueSelling Associates, Inc. 2018. All rights reserved.
Account Based Sales Cadences

28. © ValueSelling Associates, Inc. 2018. All rights reserved.

29. © 2017 ValueSelling Associates, Inc. All rights reserved.
© ValueSelling Associates, Inc. 2017. All rights
reserved.
Questions?
© ValueSelling Associates, Inc. 2018. All rights reserved.

30. © 2017 ValueSelling Associates, Inc. All rights reserved. © ValueSelling Associates, Inc. 2018. All rights reserved.
At the end of
today’s webinar
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31. © 2017 ValueSelling Associates, Inc. All rights reserved.
From the Front Lines: B2B Prospecting
Challenges
October 18, 2018 | 10:00 AM Pacific
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Thank you!
Chad Sanderson | Managing Partner
Value Prime Solutions
A Leading Provider of the ValueSelling Framework ®
303.834.5932
/in/chadsanderson @sandersonc