In today’s newsletter, I’ll share the process I follow for tweaking my messaging when running an outbound sequence. While sticking to a strict outbound sequence is important, adjusting the content of your outbound messages is critical to getting replies.

Here’s how:

Step 1: Build a sequence skeleton

Consistency accounts for 80% of your success when prospecting. To ensure consistency, I recommend building a sequence skeleton that includes the following elements:

• List of touchpoints: The total number of messages you’ll send in your sequence if you receive no replies
• Step title: An explicit description of your step
• Channel for each step: The channel of the step (LinkedIn, Email, Phone, etc.)
• Media for each step: The media of the step (Text, Audio, Video, etc.)
• Cadence between each step: The number of business days you’ll wait between each touchpoint

Below is an example of a sequence skeleton you can find in my AI Outreach System.

In today’s newsletter, I will share three message frameworks that you can use to book meetings more effectively. With layoffs, summer slumps, and budget cuts happening everywhere, it’s becoming increasingly difficult to schedule meetings.

By making these frameworks your own and using them in your outreach, you’ll receive more replies and book more meetings as summer comes to a close.

Here are the three messages:

Framework #1: Question + Teaser + CTA + PS

This framework is incredibly useful because it focuses on a specific problem that a prospect may have and teases a potential solution. Here’s how it’s structured:

• Question: A problem-oriented question to get your prospect to reflect.
• Teaser: An intriguing resource to help your prospect solve a part of the problem you mentioned in your question.
• CTA: A simple question to get the prospect to reply.
• PS: A funny/personal mention to show you prospect you did your research

Example:

• Question: Eric, curious to know how you’re planning on reaching your H2 goals with the RIF that your company went through.
• Teaser: If you’re interested, I can share a short, 7-step playbook to help your AEs go from farmers to hunters, in less than 90 days.
• CTA: Interested?
• PS: Saw you’re into golf. What’s the best part of your game?

Why it works: This framework is effective because it demonstrates to your prospects that you have conducted research. The “Question” refers to a company trigger, while the “PS” refers to a personal detail.

Framework #2: Do the math

With this framework, you can generate interest in a conversation with you using a back-of-napkin calculation.

• Trigger: The reason for reaching out. Better if you have a number.
• Quick pitch: Short explanation of the quantified impact your solution provides.
• Calculation: Back of napkin calculation.
• CTA: Ask for interest

Example:

• Trigger: Mary, saw you acquired your main competitor. Smart move.
• Quick pitch: We help CFOs identify which business units are less profitable, resulting in savings of 3% of your operating costs on average.
• Calculation: With a typical operating cost between €25M – €40M, this would mean saving from €750.000 to €1.200.000.
• CTA: Worth a chat?

Why it works: This framework helps you stand out in the mailbox of your prospect because you identify a problem, quantify it, and then ask for a conversation to discuss in more details. Go check my Cold Message System if you need to find and quantify your prospects’ problems.

Framework #3: Job to be done

This framework is incredibly useful for prospecting with existing accounts or new individuals within an organization with whom you have had contact.

• Memory: A past topic of conversation
• Tool: A tool/resource related to the conversation
• Confirm: A question to confirm it is still a priority
• Teaser: A sentence to get the prospect intrigued about the tool

Example:

• Memory: Lizzie, last time we spoke with the person in your current position, they were trying to build an outbound sales playbook.
• Tool: I stumbled on list of 7 common mistakes when building an outbound playbook.
• Confirm: Am I totally off, or is it a relevant topic?
• Teaser: If yes, just hit reply and I’ll share the list with you.

Why it works: This framework is effective because it piques the curiosity of your prospects by offering a specific resource to help them solve a problem.

You can use these three frameworks on LinkedIn, in emails, and even when making cold calls. Give them a try and let me know how it goes by replying to this email.

I hope this helps.

Cheers,

Thibaut Souyris

In today’s newsletter, I’ll share the exact process I follow during my daily prospecting block.

In today’s newsletter, I will share the system that I use to calculate how many prospects I (or my customers) should contact every day. By following this simple system, you can build the first step of your outreach system and gain a better understanding of your daily activity level.

Here’s the system, step-by-step:

Step 1: Define your goal

Start by defining or reviewing your goal. If you are an Account Executive, your goal may be a booking, MRR, or revenue goal. If you’re an SDR, your goal may be an opportunity or meetings booked. In both cases, having a clear understanding of your monthly, quarterly, or yearly goal is critical to being successful in your job.

You’d be surprised how many reps don’t know this number. Don’t be one of them.

In the example below, the goal is 138 discoveries performed per quarter:

In today’s newsletter, I will share three questions that you should answer in your weekly 1:1s as an SDR or an SDR Manager. 1:1 meetings are often unproductive and time-consuming. By answering these questions, you can get 80% of the information you need to orient your work as an SDR.

Let’s dive in:

Question #1: How many prospects did you add to your sequence?

By answering this question, you’ll have a better understanding of the potential conversations you can have with your prospects. Focusing on this metric is preferable to the number of touchpoints, as it provides a better indication of the number of prospects you have reached.

For instance, if you have 100 touchpoints with an average of 5 touchpoints per prospect, you will only reach 20 prospects. However, if you contact 100 prospects (regardless of the number of touchpoints per prospect), you will have a larger outreach and, most likely, more conversations as a result.

Resources to help you:

• Sales Process Calculator
• 4 outbound messages to start conversations

Question #2: How many conversations did you start?

This metric serves as a leading indicator of prospecting success. I have observed that 95% of the SDRs I train initially focus on booking meetings rather than starting conversations. They pitch their products, attempt to entice prospects into a demo, and as a result, most of the prospects ignore them.

Instead, starting a conversation can provide you with a better understanding of the messaging that resonates with your prospects. If you steer the conversation properly, you will ultimately book meetings.

Resources to help you:

• When you can’t book meetings, try this tactic
• How I navigate conversations to book meetings

Question #3: How many meetings did you book?

This question is crucial, but it is only a result of your prospecting system. SDR managers often prioritize this metric while neglecting to track the number of conversations started and the amount of prospects contacted.

Instead, focus on initiating conversations with as many prospects as possible, and this number will automatically increase.

Resources to help you:

• Build your prospecting system (20% off today)
• Calendar link etiquette

Answering these three questions during your 1:1 meetings will give you a better understanding of your prospecting system and help you determine what you need to work on to reach your targets.

Hope this helps.

Cheers,

Thibaut Souyris

In today’s newsletter, I will share the exact system I use to build a referral strategy. Referrals are incredibly important for generating opportunities in 2023. By following these steps, you can start more conversations by tapping into the network of your existing customers.

Here’s how:

Step 1: Make a list of existing customers

Existing and past customers are incredibly valuable in generating new opportunities. To create a list of these customers, go to your CRM and include the following information:

• Full name
• Company
• Job title
• Status (Active, Inactive)
• Details about the ongoing or past contract

Step 2: Write a “Thank You” script

Now that you have a list of existing and past customers, you can write a loose script using the following framework:

• Thank you: Begin with a quick thank you and mention your ongoing or past contract with the customer. Be specific to indicate that it’s not a generic message.
• Referral ask: Request a referral from the customer by highlighting the problem you solved for them.
• PS: Add a PS addressed to the person who received the referral.

Example:

• Thank you: Mary, recording this short video to thank you for working with me. I really enjoyed training your SDR team, and based on the work I’ve seen from your team, it looks like your reps will start a lot more conversations than before.
• Referral ask: Additionally, if you know of anyone (inside the company or outside) who is trying to solve the problem you solved with our training, would you be able to forward them this email? This would mean a lot to me!
• PS: If Mary sent you this video/email, you can reach out to me at [email protected] or on LinkedIn.

Step 3: Record a video

To record your referral video, use Tolstoy and follow these steps. Check my example below:

In today’s newsletter, I will share four key takeaways from last week’s online masterclass. On July 5th, 17 salespeople joined me for a 90-minute workshop to help them build their cold outreach sequences from scratch.

Here are the four lessons I learned from working with them:

Lesson #1: If you don’t know your prospects’ problems, you won’t get replies

We began the session by reviewing the concept of the Ideal Customer Profile and defining the problems that they typically face. This exercise was interesting because most participants were familiar with their products, but were uncertain about the problems they were intended to solve.

Understanding your prospects’ problems is critical because it demonstrates that you empathize with their situation. This sets you apart from other salespeople who are prospecting them and increases the likelihood of receiving responses.

Lesson #2: Build a sequence skeleton before writing your messages

Most of the SDRs I train tend to spend a disproportionate amount of time building messages and using frameworks, but they often overlook the importance of building a prospecting structure. A structure can help them maintain consistency through follow-ups.

That’s why we have focused on creating a sequence skeleton, just like the one shown below: