Today I’m going to show you how to generate opportunities with decision-makers (Above The Line buyers as we call them with the ProActive Selling methodology).
You will discover the exact playbook I used to get a 39% reply rate from VPs of Sales and CROs, and how I got 75% of them to join an online roundtable I organized.
Unfortunately, most SDRs do not try this tactic because it looks a lot more complicated than it is.
When I see SDRs prospecting, they are just copying existing tactics without ever updating them.
They use the same scripts as everyone else.
They use the same old channels.
They never try new tactics.
I’m going to share how you can avoid these traps and use a new play that actually works.
Here’s how, step by step:
Gathering business leaders of a similar industry is a simple way to create value. They love exchanging with peers and measuring how they compare with others.
You can block 45 to 60 minutes 4 weeks from now, so you’ll have enough time to prospect and gather participants.
Here’s an example of a simple roundtable agenda:
Intro (5 min)
Survey results (5 min)
Roundtable (30)
Wrap up (5 min)
The problem with most roundtables is the content. Without guidance, it gets super boring, and participants often decide to skip it, even if they said they would attend.
To avoid that, you can create a simple multiple choice survey with the following questions:
How was your {previous quarter performance} vs your plan?
What are you implementing for {next quarter} and beyond?
How are you {current quarter goals} vs {previous quarter goals}?
What are you hiring plans for {next quarter} and beyond?
What’s your biggest risk for {next quarter}?
Feel free to add any relevant question for your industry, as well as collecting data that will make the roundtable more interesting.
Now that you have your roundtable and survey concept, you just need to create a few touchpoints to invite your prospects.
Here’s an example of the latest sequence I have used for a sales leader roundtable:
If you’ve followed all the steps, you should have a few leaders of your industry gathered at your roundtable.
Some of them may have to cancel or won’t show up, but the ones who fill-in the survey typically show up as they want to know the results.
Your job during the roundtable it simple:
Run introductions
Present the survey results
Facilitate conversations
You’re not there to pitch your solution or try to book individual meetings during the roundtable. You’re there to identify problems and network.
When the roundtable is over, you have built relationships with all the participants (and the people who accepted the roundtable but didn’t show up), and you can do a quick follow-up.
Send an individual email to each participant. I love including a video, or even using LinkedIn.
Here’s what you should include:
Results of the survey
Key learnings from the conversation
Invitation to the next roundtable (you can do them quarterly)
A simple call-to-action, asking if the participant is interested in a quick chat to explore their problems in depth, and see if you can help
These are the exact steps you can take to create solid opportunities with decision-makers.
And if you’re interested in receiving one new prospecting tactic like this one every month, you should check my Monthly Prospecting Plays. Every first week of the month, I share a play that I have been using with detailed video explanations, a worksheet, and templates you can use.
These plays are reserved to people who have purchased the New Outreach System, and they cost €9 per month. Just purchase the system and you’ll get an option to subscribe for the plays with the purchase confirmation.
Cheers,
Thibaut
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