In the first years of my sales career, I had no clue what inbound leads looked like. The only opportunities I had were through outbound prospecting.

Fast forward to today, I have almost 18.000 LinkedIn followers, a mailing list of 2.000+ people, and over 1.900 podcast downloads every months.

I get a ton of meeting through inbound leads.

Yet I prospect every single weekday.

I do it because it’s my business’s life insurance. I can’t control the outcome of my content and marketing initiatives, but I can control the outcome of my prospecting sequence.

On average, I book a meeting every 25 prospects I contact, which makes calculations easy.

If I need 2 meetings a week, I’ll contact 50 people a week. If I need 20, I’ll contact 500.

My prospecting routine is a trusty humming engine and I just need to keep fuelling it with prospects. It’s generating a steady flow of conversations, which in turn generate opportunities and business.

If you’re interested in building your own prospecting engine, then check my New Outreach System.

You’ll find out how many prospects you need to contact daily, how to get more replies, and how to navigate conversations to book more meetings.

I’m also working on a levels concept to help you create the V1 of your prospecting system, and then upgrade it as you get more familiar with your prospects’ problems. We’ll cover emails, video prospecting, advanced prospecting routines, and much more.

And today, you can get the system for €99 instead of €149. You pay once, and you’ll keep getting upgrades. The price will go up as the value of the program increases, but you’ll get access to everything at no additional cost.

Grab it today for €99 with the code “week3email”.

Price goes back to €149 in 24 hours.

If you have a marketing team, then I bet you’re missing out on opportunities to use their content to start outbound conversations and book meetings.

In “traditional” tech businesses, marketing departments are responsible for Marketing Qualified Leads (MQLs). They come in the form of webinar leads, eBook downloads, or demo requests.

And these webinars, eBooks, podcasts, blog posts can be turned into killer outbound prospecting assets. Here’s how:

1. Find a blog post/podcast from your marketing team

Look for the resources page on your website. If your company is serious, you’ll have tons of long-form blog posts, some webinar recordings (often gated), and downloadable content.

For example, if you go to my website, you’ll find a blog, some videos, some downloadable content, and my podcast.

I recently did a podcast interview with a founder who books outbound meetings using user research as an excuse. That’s a great piece of content for VPs/Heads of Sales Development, who happen to be my prospects.

2. Find out what problem it solves for your prospects

One of the main issues I see with cold outreach sequences is the focus on features/USPs instead of problems.

Now that you have a good piece of content, your job is to flip it so it focuses on problems instead of solutions.

In sales, we hunt for problems, and leading with one is a great way to catch someone’s attention and start a conversation.

In the example above, the podcast title is “How to use user research as a prospecting tactic”. The problem it solves is “building a prospecting sequence when you don’t have a clear product-market fit, with Jack Lancaster”.

3. Summarize your findings in a quick Tolstoy video

The podcast with Jack is packed with nuggets of value, but it’s 35 minutes long. No one has time to listen to it.

So instead of sending it as is in my prospecting sequence, I’ll record a quick Tolstoy video where I talk about the problem and list the key points of the podcast.

Here are the 4 key points in my user research sequence example:

• Have a clear ICP
• Know your prospects’ problems
• Lead with these problems
• Ask if a user research call would make sense

I’m simply curating a long resource and making it more accessible to my prospects.

4. Add 2 call-to-actions

Now that the video is ready, add a call-to-action leading to the resource you just summarized, and a call-to-action to your calendar link.

This will help intrigued prospects explore the resource in details and/or book a call with you.

Some prospects won’t watch the video, and this is fine. Some will be interested and will listen to the podcast. Some will even reply to the video or book a meeting.

5. Pitch the resource in your sequence

Now don’t include this video in your prospecting sequence. Most reps are adding links to their email/LinkedIn texts, thinking prospects will stop everything they do to click on them.

In most people’s minds, a link in an unsolicited message equals a cyber threat, or someone trying to sell them something.

Use your copy to tease the resource instead. I recommend using a problem-centric question, followed by a teaser.

For example:

“Mary, curious to know how you’re preventing your reps from turning people off with pushy cold outreach. If you’re into it, I have a quick resource on how they can use user research to get a 38% reply rate.”

And don’t forget one thing:

Outbound prospecting is about starting conversations, and leading with problems is the shortest path to meetings.

And if you need a simple framework to create outbound prospecting sequences that get a 38% reply rate and an 11% meeting rate on LinkedIn, go check the New Outreach System. It’s been purchased by more than 100 salespeople, and I’m bumping the price to €149 in 24 hours.

I’m working on a levels concept to help you create the V1 of your prospecting system, and then upgrade it as you get more familiar with your prospects’ problems. We’ll cover emails, video prospecting, advanced prospecting routines, and much more.

And you can access all of it for €79 instead of €149 in the next 24 hours.

2022 is in full motion and I have recently discovered a prospecting tactic that allowed me to book 4 meetings for Tolstoy. It’s inspired by one of my students, Jack Lancaster.

Jack is the co-founder of Spoke.ai and a product guy by nature. He has been working at N26 for a while, before launching d a few businesses successfully. Now he’s trying to help Product Managers share information across remote organizations.

He has decided to try user research as a trigger to get in touch with product managers, and book meetings with them. Here’s his tactic and how you can use it too:

1. Have a clear ICP

First thing to do is to understand who you’re trying to reach out to. I typically separate prospects into two categories:

• Above The Line Buyer (ATL): Fiscal buyers, typically decide/change budgets based on their key initiatives
• Below The Line Buyer (BTL): User buyers, typically own budgets and cannot go above without the ATL’s permission

For example, a CRO (ATL) of a €200M ARR SaaS won’t have the same problems as the Head of Sales Development (BTL) of a €10M ARR EdTech business.

2. Know your prospects’ problems

ATLs and BTLs have totally different problems and initiatives.

ATLs will typically worry about strategic problems and initiatives like risks, market shares, brand, or time. BTLs will focus on more specific problems like how to get a raise, how to avoid being fired, how to hire people fast enough, and so on.

For example, a CRO is worrying about reaching her €300M ARR target within 12 months, when a Head of Sales Development is freaking out about his +30% opportunities quota.

These goals come with a series of problems and challenges to overcome.

3. Lead with these problems

Now that you know who to speak to, and what problems they care for, include the exact wording you found in your outreach. Be as precise and descriptive as possible.

For example, I’ll ask the CRO what she’s doing to prevent sales reps from quitting when she announces that every one of them has to generate opportunities through outbound.

For the Head of Sales Development, I’ll ask how he’s planning on reaching his goals with a team of SDRs who only deals with inbound leads.

4. Ask if a user research call would make sense

Finally, ask if they would be interested in telling you more about these challenges, because you may have something of interest for them.

For example, I’ll write:

“If any of these issues sound familiar, would it be a bad idea to hop on a quick chat so I can give you insights on how to mitigate them?”

And I insist on the “would it be a bad idea”. It’s a negative reversing sentence that works extremely well in cold outreach.

In summary:

• Know your ICP
• Know their problems
• Lead with these problems
• Ask for a user research call

Be an aspirin, not a vitamin.

And if you need a simple framework to find your Ideal Customer Profile, find out what problems they are working on, and build your outreach sequence based on them, go check the New Outreach System. Use the code “week2email” on checkout to get a €20 discount.

2022 has officially started and I’m back in Berlin after 12 days of holiday. I completely shut down and paused my normal activities and routines, including my prospecting.

And getting back to it on Monday was challenging, to say the least. I was rusty, I didn’t really remember what I was supposed to say, and the quality of my outreach was down. But I still got 5 replies and booked one meeting.

Here are the 4 steps I took to get back to it, and you can do it too:

1. Acknowledged that I was rusty

I switched off on the 23rd of December to spend time with my family and enjoy some great food. I completely stopped posting on LinkedIn, prospecting, and taking calls. I was totally off.

So when I went back to it on Monday morning at 08:00, it was a struggle. I stopped using my prospecting muscle for a while, and I could feel it.

My prospecting videos weren’t fluid, I was stuttering when leaving voice notes, but I didn’t care. I just focused on executing, and repetition would get me back to my pre-holiday level in no time.

2. Started with follow-ups

As my last touchpoints were on the 23rd of December, I followed up with every prospect as if the cadence hadn’t been interrupted. I review my 6-step sequence structure, checked the content of each touchpoint, and followed up with the right one.

Don’t get me wrong, it wasn’t easy. I had lost the flow of words, I kept stuttering and I had to redo my prospecting videos a few times. In total, it took me 10 minutes (it normally takes around half of it when I’m working at normal speed).

3. Found 5 new prospects

I use 3 sources to find 5 interesting prospects on LinkedIn, every day:

• Profile viewers
• My post likes/comments
• Other people’s post likes/comments

As I hadn’t posted for 12 days, I only found 2 interesting prospects from my profile viewers. I captured them into my Outbound Prospecting List (more on that next week).

I then went to the last post I did on the 23rd of December, and luckily I found 3 interesting prospects. This task took me 15 minutes, which is again longer than normal.

4. Reached out to them

Finally, I quickly reviewed my prospecting scripts and engaged with these 5 news prospects.

It wasn’t nice to watch. It took me longer than before, I was confused and it felt like going back to the gym after a 2-week spring break (you know when everything cracks in your body…).

But after 4 days, I was back to my cruising altitude. This morning I started with my prospecting block and I was done in 20 minutes.

You can do it too. Your performance in Q1 will be determined by the pipeline you build in the next 3 – 4 weeks, so don’t spend too much time planning.

Start executing today.

And if you’re interested in building your prospecting routine for 2022, grab the New Outreach System for €59 instead of €79. Use the code “thursday20” on checkout.