90 minute VERSION OF THIS TRAINING on Saleshacker

https://www.youtube.com/watch?v=po26RWh5MQ4
30 Minute Version (this presentation) -
https://www.youtube.com/watch?v=YADKi6lI2GE
TRANSCRIPT:
https://docs.google.com/document/d/1_kBnPVyrQ3xVc3ywiHbdCD-UyhqEXrNNu6I-3ec4yBU/edit

Becc Holland
Head of Sales Development, Chorus
 A.K.A.
THE
PREMISE
BUCKETS

Pick a Reason for Outreach

This is something they
wrote, authored, they This is something they
wrote an article, were are saying about
part of a webinar, wrote themselves within their
a post on Linkedin profile. "Badass
executor in scaling
teams".

Webinars Liked Profile Line

Articles Shared Headline
Posts Commented Company Line

Typically you are personalizing on three different buckets: 1) Demographic principles. B2C : age gender, income, profession, education background.
2) Firmographic: Company Size, INdustry segment, vertical, sophistication (for example, building case studies to someone who is in their vertical). 3)
Technographic: what kind of tech stack do they have, who does it integrate with and how can I personalize my messaging based on that. 4) the Fourth
Sneaky graphic is psychographic principle: anything that someone believes, someeone is interested in, resonates at their core.
 One rule here: BE DETAILED AND
whatever you pick you BRIEF HERE IF
have to relate to what YOU'RE USING THIS:
your company does.
Least potency because
it's firmographic only.
The more detailed and
brief the better: You've
been growing at 63%
and you just added 17
reps on your sales
Schools Attended M&A team..

Personal Interests Posts

Hobbies Blogs
Hiring
Website Language
RELATIONSHIP IS KING: AT ALL TIMES LOOK AT HOW TO HOOK AND CONNECT THE PREMISE TO YOUR COMPANY

Discovering 5 Premises in 5 Minutes:

THE TOP 3 IS 85%-90% OF PREMISES ARE HUNTED IN THE FIRST 3 BUCKETS:

1) Self-authored: Any kind of article, webinar, post that they authored. This is the most heavily
responded to - STRONGEST RESPONSE RATE IF YOU CAN HOOK THIS BACK INTO WHAT YOUR
COMPANY DOES. Linkedin > ARTICLES + POSTS

2) ENGAGED CONTENT: Something they engaged with. Linkedin > ALL ACTIVITY

3) SELF-ATTRIBUTED TRAITS: Find this anywhere on their Linkedin resume. This is a place where
they list their accomplishments. In their headline they often talk about what their company does or
what they do. Linkedin > PROFILE > Headline, About, Company Line
--

4) THE JUNK DRAWER: Hobbies, School, Hobbies, Interests. Everything that doesn't have to do with
business. Twitter, instagram, "I noticed that you're a connoisseur of pizza..." now connect your
company to pizza (or risk sounding salesly). Linkedin > Groups, Schools, Clubs,Honors, etc.

5) COMPANY LEVEL: If you still can't find anything, then go here. Linkedin>Company Page. Website>
M+A, Blogs, Posts, Website Language, Hiring (this is the weakest level)

Source: https://www.youtube.com/watch?v=VXNaqLxmmWQ
 Here are the SDR Step-by-Steps:

STEP 1: View the Linkedin Profile and Source Premises. OBJECTIVE: Source 5 premises in under 5
minutes. Then add them to the outreach system so that it fuels the rest of the sequence.

STEP 2: For example (Taylor Scotto): Go to their article, Grab the title and paste into the outreach platform

PREMISE 1:
"Hi Taylor, the reason for my outreach is I couldn't stop reading your article, "My Language Story: Why
Language Deeply Connects Us. One line that stood out to me was "Language has the power to connect
us" What if you could make sure that your reps were connecting with their prospects in the exact same way
in their sales conversations by using the language about your value prop to ensure more closed deals?

PREMISE 2:

How to Pick 5 Premises for Your Prospects in Under 5 Minutes (ft. Becc Holland)
https://www.youtube.com/watch?v=VXNaqLxmmWQ
 This is when they did
POSTBOUND:
something related to
Anything that's not truly our company but didn't
inbound (like a demo truly go inbound
request) and NOT
TRULY outbound
because they know
who your company is.

For EXAMPLE:
Event Leads
Webinar Leads
eBook downloads
Resource Downloads

We don't directly
message about this,
– Whitepapers – Conference Attendees – Company funding but this is for internal
data only.
– Ebooks – Past User – Buyer Intent Data
– Resource Downloads – Demoed in the Past – Email Opens
– Webinar Registrants – Mutual Connections
– Webinar Attendees
 If someone
downloaded your This is how you can
content but didn't hit pair these together to
request demo, it's for a This is for pure have a reason for
reason. They just cold outreach outreach....
wanted your content,
so you would say for
example:

"Hi Eric, I noticed you

downloaded our ebook
on personalization at
scale, but more
importantly I saw this
article that you wrote
Hi Becc, I noticed that you did a ...the one line that really stood out to me is: "if
on Linked and I just
webinar at the Personalization at Scale you're gonna be aggressive, be aggressive
couldn't stop reading.
Conference... about knowing your buyer.

Use this if they

took an action

HAVE AGGRESSION
ON KNOWING YOUR
EVEN BETTER PREMISE TEMPLATE:
BUYER TO THE NTH
I noticed that you took this action that has to do with my company, but more importantly let's
DEGREE: WHAT
talk about you. (I don't want to talk about me, I want to talk about you. Flip the script from all
THEY DO, WHAT
about your company to all about your prospect.)
THEIR DAY TO DAY
LOOKS LIKE.
Structure of Emails
 Google did a study on the engagement of emails:
START: You start at 2 o'clock and you go clockwise.
Prospects will read the end of the first line first, then they
loop around to the CTA, then loop to the beginning of your
CTA, then they're gonna finish with what your company does
1) The premise line should in the middle.
be the longest line.

The reason for my outreach is I saw your Linkedin article and I couldn't get enough. One line that stood out to me
was "when it comes down to scaling teams, it's all about having great conversations"

1) End of the First Line (WHO YOU ARE)

The body line

should be the

What about the prospect

3) Read about your company medium amount of
length. It should be all

or their company triggered

about what you can do
for them in terms of

your outreach? (The reason

value prop.

for my email is….) Don't talk about "how

you do what you do". Talk to
2) End of your CTA (WHAT YOU WANT)
them in terms of the buyer persona
and pain you alleviate and the
value you offer them.
CTA is your
shortest line
The least valuable real estate to your prospect is what you do as a company. They want to know WHO YOU ARE
and WHAT YOU WANT before they even want to know about what you do as a company.
 1) The end of your first line first

4) What your company does

Mapping your company’s

value prop to the premise
of your outreach

3) The beginning of your CTA 2) The end of your CTA

Request ONE time to
unpack the content
mapped out in the premise
 GREAT RESOURCE SHOWING ALL OF THIS AND A 90 MINUTE TALK:
https://alfiemarsh.medium.com/the-complete-guide-to-cold-outbound-emails-in-2020-97ed95697017

Pride aversion causes the

highest trigger rate.

Only discuss What pains you Make the prospect

your prospect, not alleviate, not what the hero/authority
Chorus pleasure you add ● Passive Submission –
Prospect Fandom
● Proactive Humility –
Talk all about your buyer.
Accountability and
Talk all about the pains you
alleviate over the features and the Falling on Sword
wonderful things/all of the benefit that
you drive
Make your buyer the HERO. This can take many forms such as;
1) congratulating them on articles they’ve written/ a new job / opening of an office / new
partnership etc
2) admiring their quick career progression or transition from one industry to another
3) admiring something they wrote about on their LinkedIn about a project they completed
or successful impact they had at a company
Connecting Predicted on Never use 7 Getting an
Premise, Body buyer persona words when open with
and CTA outreach 4 will do Subject Line,
without Bait &
Switch
 Wasted text

“I know you’re busy, but…”

“Just want to follow up” Being the authority
“Just want to circle back” over the prospect
“I’d love to…”

“Let me know”
“Scott…”
“I’d be happy to…”
Being too casual GIFs
“Hey Scott”
or too silly The “List”
Questioning Making your prospect
prospect’s authority feel, “Not-OK”

Glorifying
“Are you the DM?” “I’ve emailed you 7 times, but you
haven’t responded…” yourself
“I guess you’re not the
right person” Mudslinging against competitors
your prospects use
“We are the …”
“We are the #1…”
Social proof where
YOU’RE the hero
Making your prospect “Do you know what we do?”
“Does that make sense?”
feel, stupid INSTEAD: AM I making any sense?
Structure of Cold-Calls
 This is ___ calling
from Chorus, how
have you been?
Hi this is Becc calling on a recorded line, how have you been? So, I was curious if
you’ve come across
Chorus before?
Glad to hear
that! The
reason for
my call is:
Hey, I noticed that you went to the sales development conference,
more importantly I saw that you were a part of this webinar and it really stood out to me
so I was curious if you've come across Chorus before
How about this, you give me the next 30 seconds and I'll

You give me to give you my best dog & pony show

on who Chorus is, and why I thought we
the next 30 might be a good fit for you and your team
seconds... over at [company name]...
 Fair?
Is that Fair?

at the end of that 30 seconds, YOU tell

ME whether it makes sense to continue
the conversation from there…
Like I mentioned, I
was really pulled in At the end of the
by .
the article you wrote on scaling effective teams
day, correct me if I’m
wrong, care
VP's of BizDev

about .
meetings
 know what their reps are saying
get more meetings
wrong on the phone

So, we work Want to but just don’t have .

with VP's of bizdev

Want to but just don’t have .
who… Want to but just don’t have .
win more competitive meetings they don't know what exact verbiage their
reps are saying to make them
switch from you and land in the laps of
your competitor at the last minute.

Are you running into any of this in your day to

day, or am I just rambling here? OBJECTION: That's a great question,
the reason for my outreach is.. (go back to #2 above)
How to Scale It
Goal: 25 Calls per day + 50 emails per day all completely personalized
Build the personalization
into custom CRM fields
Day 1, Day 8, Day 14, Day 17, Day 18, Day 19, Day 20