In today’s issue, I’ll share 5 sales tools I can’t live without. I’ve tried hundreds of tools in my sales career, and most of them weren’t really helpful.

Sales tools are often great to automate repetitive parts of our job, but they often include a ton of useless features (all the AI email writers, icebreakers, etc.) and they end up wasting everyone’s time.

There are over 5.529 sales tools, in 25 sub-categories, and here are 5 I can’t live without.

In today’s issue, I’ll share my 2024 guide to video prospecting. Video prospecting has been around for quite some time, and it was really hot during COVID.

In 2024, many salespeople seem to have forgotten how to use video to prospect, which is a great opportunity to use this media to catch the attention of your prospects, and start more conversations.

Here’s how, step-by-step:

Step 1: Use LinkedIn native video

The first step is to use LinkedIn native videos. Native videos are videos that are recorded using the LinkedIn mobile app. Here’s a quick video where I show you how it’s done:

In today’s newsletter, I will walk you through an important mindset shift for salespeople:

Moving from booking meetings with total strangers only (net new logos), to booking meetings with people you already know.

This shift will drastically improve your prospecting results, as you’ll start a lot more conversations, and book more meetings as a result.

It’s important because it will change your focus from something that requires advanced prospecting skills – convincing a total stranger to meet with you, to something you naturally do every day – starting conversations.

Let’s dive in:

The biggest mistake

Most salespeople who are prospecting have one goal: turning strangers into customers. This approach is understandable, because that’s what they are measured on.

However, when you are focusing on booking meetings with total strangers only, you make your job a lot harder than it has to be. Without reaching out to people they already know (active customers, previous customers, partners, and so on), salespeople end up having less conversations, and losing motivation.

Before you know it, you’re sending hundreds of emails each week, without getting any reply, and you start worrying about reaching your targets. You change your messaging too often, and your inner voice starts doubting your capacity to book a meeting.

A better approach: focus on people you know

Here’s how I recommend building pipeline with people you already know:

1. Create prospect tiers: What type of people can you reach out to? Existing customers, past customers, lost opportunities, partners, etc. ?
2. Get accurate data: Is the contact info still relevant? What kind of trigger can you use?
3. Build a sequence skeleton for each tier: What concrete steps will you follow to get them to answer?
4. Write your messages: What are you going to write in your touchpoints?
5. Set time blocks and execute: How can you protect your time to get in touch with these people on a daily basis?

Example: Booking meetings with past customers

For example, let’s say you have a good amount of past customers, but no active engagement with them.

Start by following the 5 steps from above:

Create prospect tiers: From all these past customers, you may have some who churned, some who worked with you for a few months, or standalone projects. List every prospect type and assign them to a different tier.

Get accurate data: Now that you have your list, you need to make sure your information is up-to-date. Is their email or phone number still accurate (check Kaspr if you need good quality data)? Did they change jobs? Did they get promoted? Find all the information you can to make your outreach message relevant.

Build a sequence skeleton for each tier: With people you already know, your chances of getting replies are way higher than with total strangers. But you can’t expect everyone to immediately reply and jump on a meeting with you. Using 3 touchpoints over email and LinkedIn is preferable because it helps you preserve your relationship, without being too pushy.

Here’s a sequence structure you can use:

In today’s issue, I’ll share 3 key lessons I learned from the last sales job I ever had. If you can take these lessons and apply them to what you sell, you’ll be in a better position to start more conversations, book more meetings, and close bigger deals.

But first, a bit of context. The last sales job I ever had was an Account Executive position for a tech company based in the US. They had been successful in raising money and deploying their solution in many mobile apps on the US market. I stayed for a total of 5 months, before quitting and going on my own.

Here’s what I learned:

Lesson 1: If you don’t understand the product, your prospects won’t get it either

When you work for a startup, you may not have a product-market fit yet. The early funding is supposed to help the company find it, and help you sell you first deals. It’s especially true if you’re opening a new market (like I was supposed to do).

In many cases, the founders are convinced that their product is revolutionary, but they can’t quite explain you why. That was the case for me. I remember going to California for a 2-week onboarding bootcamp. I attended many product sessions, deal reviews, and so on, but I couldn’t grasp why people would buy what we were selling.

When I came back to Europe, I started prospecting and meeting prospects, but I was not capable to explain them what outcomes they would get from using the product I was selling. The pitch deck was focused on the features (woofing, as Skip Miller would say), but my prospects couldn’t care less.

Takeways:

• Nobody cares about your product
• Raising lots of money ≠ guaranteed success
• What works in the US may not work in EMEA

Lesson 2: A founder is often a terrible salesperson

This last job gave me the opportunity to understand that selling isn’t a natural quality of many founders. They may be great at raising money, telling a compelling story to investors, or telling white lies, but they are often too focused on themselves to be good salespeople.

At my last sales job, I had the opportunity to go meet prospects in Paris, with one of the co-founders of the company. He destroyed every single opportunity I had been working on by reciting his fundraising deck. He was bragging about the “award-winning” technology we used, the size of our team, the crazy growth of the company, and so on.

There was just one problem. All these prospects were French, they didn’t really understand English, and they didn’t have any space to share what they were working on.

Takeaways:

• Founders are often great at many things, but not selling
• Their obsession with scale will hurt your deals
• French people do not speak good English 😂

Lesson 3: It’s never about what you sell

This last lesson is the most important I learned from my last sales job. I had the opportunity to meet with Skip Miller during a 2-day training organized by the company, and it changed the trajectory of my career. I learned that everything your prospects are interested in is themselves.

They are only interested in understanding if your product can help them reach their targets, what outcomes it’s going to create for them, and how you can help them make a dent in their problems.

Takeaways:

• If you don’t know your prospects problems, you don’t have deal
• Nobody cares about what you sell, they care about outcomes
• If you had the chance to meet Skip Miller, you were blessed

And these are the 3 most important lessons I learned from the last sales job I ever had. I’ve been working on my own since September 2018, and I like to say I’m totally unemployable as a result. Leaving this last job seemed risky at the time, but it was the best decision of my life, as I found out I was able to make money on my own terms, without having to report to anyone.

Hope this inspires you to be more intentional with what you want to do with your life.

Cheers,

Thibaut Souyris

In today’s issue, I’ll share 3 triggers I use every day to start conversations with prospects, based on their online activity. If you can identify and use these triggers in your outreach, you’ll start a lot more conversations, and you’ll book more meetings as a result.

Let’s dive in:

Trigger 1: LinkedIn post like/comments

This is the ultimate low-hanging fruit.

Your first step is to understand what kind of problems your prospects are trying to solve, and to identify influencers/thought leaders who speak about these problems on a regular basis.

When you have identified these influencers, you can follow them, and create a routine of checking their posts regularly, so you can select the ones that are useful to your prospects. Here’s an example.

When you find someone who fits with your ICP, you can export them with Amplemarket (or manually), and use the post as an excuse for reaching out.

Example:

“Mary, saw you also liked Kyle’s post about the new SDR/AE hybrid role.

Opposed to seeing how I helped 10 SDRs at Amplemarket do just that?”

Trigger 2: Champion left company

This trigger is my favorite because I can use it to contact two prospects, and potentially create two separate opportunities. It works when you’re working on a deal, and your champion leaves the company.

You can contact them to ask about their new gig with the following message:

“Josh, saw you recently left the company, how’s the new gig? Would it be a bad idea to hop on a quick call so you can tell me more about your goals?”

You can also contact the ATL (Above The Line) of the old opportunity and ask them about the project:

“Mary, heard that Josh is on his way out. Should we chat about the SDR training project he was working on, or is it leaving with Josh too?”

Trigger 3: New job

This trigger works well with people you already know. It can be from previous collaborations, lost opportunities, or active opportunities. I recommend avoiding lengthy emails, and simply asking them about the new job.

That’s how I start most of my conversations with people I didn’t speak to for a while:

“Harsh, how’s the new gig?”

I found that most people will reply, and they’ll immediately jump in to a business conversation if the timing is good (just like Aaron did below):

In today’s issue, I’ll share the exact system I follow to create a Reciprocity Resource. If you follow these steps, you’ll tease the curiosity of your prospects, and you’ll start more conversations. More conversations = more meetings.

The biggest challenge salespeople face with prospecting is the lack of replies. They send tons of emails, LinkedIn messages, or calls, but all they hear is crickets. That’s because they focus on booking a meeting, instead of starting a conversation.

Humans are curious by nature. If you use this natural trait in your prospecting, you’ll start a lot more conversations.

Let’s dive in.

Step 1: Find a publicly available marketing resource

If you’ve been reading me for a while, you know I always insist on finding your prospects’ problems in details, before starting your prospecting sequence. When this is done, you can start looking for a publicly available marketing resource to solve a part of this problem.

For example, a lot of VP of Sales spend way too much time navigating complex sales dashboards, which prevents them from making simple decisions, because of the information overload.

This article would be a good resource to help them focus on a simple set of metrics, and solve a part of their analysis paralysis.

Now, go to the resource center on the website of your company, and find a few articles, blog posts, or webinars that could help your prospects solve a concrete issue they have. If you can’t find it on your website, go check your direct competitors’ for inspiration.

Step 2: Convert the resource into a checklist

Most marketing resources on your website are useful for prospects who are further down the marketing funnel. They help them validate their problems, but they can’t be used in this format to tease prospects’ curiosity.

That’s why sharing case studies, white papers, and eBooks makes no sense when prospecting.

Instead, pick a resource, and convert it into a checklist. For example, the article I mentioned earlier could be converted in a checklist with the 5 metrics, how to calculate them, and a benchmark for each metric.

If you need a more detailed guide to creating a reciprocity resource, you can check this one I wrote a few months ago.

Step 3: Tease the resource

Now that you have a checklist ready to use, you need to get it in the hands of your prospects. You could be tempted to send it right away in your prospecting message, but this would prevent you from starting a lot of conversations. If you share it right away, prospects won’t need to reply to get access to it. Instead, use a template like this one:

“FirstName, curious to know how you’re avoiding spending too much time staring at an overly complex sales dashboard.

If you’re interested, I can share a short checklist on 5 prospecting metrics you can’t afford to ignore.

Sounds interesting?”

And these are the 3 steps you can follow to create a perfect Reciprocity Resource. With this resource, you’ll get a lot more interest from your prospects (if you know their problems well), and your reply rate will shoot up.

Hope this helps.

Cheers,

Thibaut Souyris

In today’s issue, I’ll share a 3-step system you can follow to optimize your LinkedIn profile if you work in sales. Most salespeople I see on LinkedIn have optimized their LinkedIn profiles to find a new job, not to help prospects start conversations with them.

If your LinkedIn profile is filed with details about your sales achievements, how many times you went to President’s Club, and how you managed to extract money from difficult clients, then you’ll have a hard time booking meetings on LinkedIn.

Here’s how to optimize your LinkedIn profile, step-by-step:

Step 1: Update your banner

See the banner below:

In today’s issue, I’ll share a hidden LinkedIn feature you can use to book more meetings. I recently polled my LinkedIn audience, and 39% of the poll participants shared they weren’t getting replies because prospects didn’t pay attention to their outreach:

In today’s newsletter, I’m going to share why LinkedIn InMails are terrible for prospecting, and what you can use instead. Prospecting on LinkedIn is the easiest way to book meetings (if your prospects are active on it), but you have to know which tool to use, and how to be creative to stand out.

Let’s dive in:

Why InMails suck

When you google InMails, the first sponsored result looks like this:

In today’s issue, I’ll share 5 prospecting metrics you can’t afford to ignore when you’re working in sales. Most salespeople I work with have a hard time understanding what metric to focus on. They either track too many, or too few.

I’ll share 5 metrics I’m obsessed with, and why you should keep a close eye on them. No matter your job, individual contributor, or manager, these metrics will help you understand your prospecting performance.

Let’s dive in:

Prospects added to sequence

Prospecting is about starting conversations with as many prospects as possible. Some of these conversations will end up in meetings, and some of these meetings will turn into opportunities (and closed won deals). That’s why you need to keep a close eye on the amount of prospects you add to your sequence.

To be clear, adding prospects to a sequence doesn’t just mean building a lead list. You have to add them to the first step of your sequence, and actually contact them. If you don’t know that number, you can check my Sales Process Calculator.

LinkedIn connection acceptance rate

This metric is so important if you’re using LinkedIn for prospecting. InMails tend to perform poorly, which is why I recommend sending connection requests to prospects, instead of directly pitching by InMail.

Connection requests are the first step to a successful LinkedIn sequence. But if most of them aren’t accepted, your sequence performance will be drastically reduced. If you need resources to write great connection requests, you can find my free guide here.

Here’s how to calculate it: (#connection requests accepted/#connection requests sent)

Reply rate

By far the most important leading indicator of success. Getting replies is the goal of a prospecting sequence, because it’s the start of a conversation with a prospect. If you can get prospects interested enough to reply, you’ve done the hardest part of the job.

Here are some resources to help you get more replies:

• A Tactical Guide to Booking Meetings on LinkedIn
• Email subject lines: The last guide you’ll ever need
• My 4-step framework to consistently get a 38% reply rate

Here’s how to calculate it:(#replies/#prospects added to sequence)

Meeting booked rate

This metric is often the obsession of sales development leaders. It’s a great indicator of performance, but it’s a lagging indicator. You can’t act much on it if you don’t track the 3 other metrics I mentioned above.

I recommend fixing this metric only when you have fixed the 3 previous ones. Here’s a resource to help you do that.

Here’s how to calculate it: (#meetings booked/#prospects who replied)

Show-up rate

Finally, this metric is often underestimated. I recently had a reader sharing that he had a 30% show-up rate, meaning that most of his prospecting efforts ended up in prospects not even showing up to a meeting they had agreed to.

If you can book meetings but prospects decide not to show up, it means you’re either booking meetings with the wrong people, or you’re so pushy that people prefer saying yes than having you objection handle them. Here’s a resource to help you navigate a conversation and turn it into a meeting.

Here’s how to calculate it: (#meetings actually held/#meetings booked)

And these are the 5 prospecting metrics I’m obsessed with. By tracking them on a regular basis, I have a good idea of the performance of my prospecting sequences, and what I need to optimize.

If you need help with strategies to fix any of these metrics, hit me up on LinkedIn and I’ll send a few resources your way.

Hope this helps.

Cheers,

Thibaut Souyris