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Tactical Selling Uncategorized

My 4-step framework to consistently get a 38% reply rate

My 4-step framework to consistently get a 38% reply rate

In 2021, I have managed to reach and maintain a 38% reply rate with my cold outreach. I have built a system to help me structure my prospecting routine and a key part of it is the copy I use in my touchpoints.

Here’s a framework I use all the time for asynchronous touchpoints.

Trigger

I start by finding a relevant piece of information about my prospect. It’s called a trigger and it helps prospects answer the question: “Did this person do some research about my problems?”

Here’s a list of my top 3 triggers:

  • Like/comment on a post
  • LinkedIn Event attendance
  • Profile view

When I have found a relevant trigger, I reference it as the reason for my outreach.

For example: “Hey Mary, noticed you also liked Heather’s post about boring hybrid events.”

Question

Now that I have the attention of my prospects, I want to get them to reflect on a potential problem they have.

A good way to do that is to use an “away” question. It’s a question focused on the negative outcome of a situation.

It starts with snippets like: “How are you preventing/avoiding”, “What are you doing to avoid/prevent”.

For example: “How are you avoiding boring people to death with boring hybrid events?”

Teaser

If my prospects face the problem I mention, they will be interested in reading further.

That’s when I try to enable the Netflix effect.

Ever wondered why you keep binge-watching series on Netflix? It’s because they finish episodes with a cliffhanger. They create a tense situation and cut the episode right before the tension is dissipated.

You want to use the same tactic to get people curious to know more.

Call-To-Action

Finally, I propose a simple CTA to satisfy my prospects’ curiosity.

Note that I’m not asking complicated questions or proposing to meet. I’m not dropping a calendar link either.

I just asked a close-ended question.

For example: “Interested?”

Here’s an alternative example:

Asynchronous touchpoint template

It’s really that simple.

So in summary:

  1. Find a relevant trigger and mention it
  2. Ask an away question
  3. Tease a resource related to the problem
  4. Ask if they are interested.

I would love to see how you adapt this framework to your prospects. Feel free to reply to this email with your version.

Cheers,
Thibaut
P.S. When you’re ready, here are 3 ways I can help you.

→ Grab my 5-star course, The New Outreach System: How I use LinkedIn to get a 38% reply rate and an 11% meeting rate. Buy it here.

→Work 1:1 with me:
 If you need help booking more meetings, I can help you. We’ll go through your current situation and what’s not working. We’ll build an action plan to land you more meetings and more money in your pocket. Book me here.

→ Grab my course, The T-shaped Sales Development Program: This is the most comprehensive course I have about sales development. You’ll learn everything from optimizing your LinkedIn profile for sales to finding hot prospects, and running discovery calls Buy it here.

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Tactical Selling Uncategorized

How to create a reusable prospecting video in 30 minutes

How to create a reusable prospecting video in 30 minutes

I’m a huge fan of video prospecting.

And recently, I discovered a great video prospecting tool called Tolstoy. I started playing with it a few weeks ago, and it has changed the way I prospect.

I have added this video into my prospecting sequence, and I’ll show you how you can build a similar video for your own use cases.

Step 1: Planning

Prospecting is about starting conversations with prospects. One good way to do that is to lead with problems.

You should start by listing 3 problems your customers are facing that you can help with. For example, most sales leaders I work with have one or all of these problems:

  • Their reps are using LinkedIn for prospecting, but getting no replies
  • They have tried video prospecting, but getting no replies
  • Their reps are booking meetings, but without consistency

In my case, I’ll have to shoot a video per problem (3 videos) + 1 video to introduce the problem.

Duration: 5 minutes

Step 2: Shooting the problem videos

Now that we know our problems, we need to share ideas on how our prospects can solve them.

I love to use the following framework:

  1. Reason for the problem: Explain why the problem happens (shows you understand what your prospects are going through)
  2. 3 things to solve the problem: Suggest 3 options to make a dent in the problem (should not be to buy your stuff, but some high-level ideas)
  3. 3 CTAs: Ideally a short resource to download, a webinar replay/long blog post, and a link to your calendar
Duration: 15 minutes

Step 3: Shooting the introduction video

Now we need to introduce the 3 problem videos and give a choice to our prospects.

I use this framework:

  1. Familiarity statement: A statement to show that other people like my prospects are solving problems with me (“A lot of sales leaders I work with are having one of these 3 problems”)
  2. Problem presentation: The list of problems found in step 2
  3. CTA: One simple call-to-action per problem

Duration: 5 minutes

Step 4: Creating the video path

Finally, we can link the introduction video with our problem videos and add the right links to each call-to-action.

I like to add a fallback CTA with my calendar link into each video. This reduces friction if my prospect is amazed but wants to address a problem I didn’t list.

Here’s how my video path looks like:

Video Path

Duration: 5 minutes

When you’re done, you can include this video in your prospecting sequence, and introduce it with a small text like: “FirstName, do you have any of these problems -> https://player.gotolstoy.com/yl9iseryfmctl”.

It’s that simple.

Send me your Tolstoy on LinkedIn if you want some feedback.

Cheers,

Thibaut
P.S. When you’re ready, here are 3 ways I can help you.

→ Grab my 5-star course, The New Outreach System: How I use LinkedIn to get a 38% reply rate and an 11% meeting rate. Buy it here. It’s €20 off for Black Friday. Use code “blackfriday” on checkout.

→ Grab my course, The T-shaped Sales Development Program: This is the most comprehensive course I have about sales development. You’ll learn everything from optimizing your LinkedIn profile for sales to finding hot prospects, and running discovery calls Buy it here.

→ Work 1:1 with me: If you want to work 1:1 with me to build your prospecting routine and crush those sales targets, then book a 1:1 coaching session with me. Click here to book.

Subscribe to the Newsletter

Get my free, 4 min weekly newsletter. Used by 5.900+ salespeople to book more meetings and work when, where, and how they want.

Subscribe to the Newsletter

Get my free, 4 min weekly newsletter. Used by 5.900+ salespeople to book more meetings and work when, where, and how they want.

Categories
Tactical Selling Uncategorized

The New Outreach System is live

The New Outreach System is live

Hi there,

This morning I released the New Outreach System.

It’s a 15+ videos online course that take you through the exact system I use each day, week, and month to generate opportunities on LinkedIn.

Here’s what you’ll learn:

  • How to define your Ideal Customer Profile

  • How to list problems your ICPs are trying to solve

  • What types of triggers can be found and used on LinkedIn

  • The 3 main sources of prospects on LinkedIn

  • How to use these sources to add relevance to your outreach

  • How to build the skeleton of your sequence

  • How to cadence your touchpoints

  • 3 high-impact messaging frameworks for asynchronous prospecting

  • How many prospects to contact daily to reach your sales target

  • How to build your prospecting routine

  • How prospecting daily creates compounding results

Nothing will be hidden, nothing held back.

Just pulling back the curtain and letting you have it so you can build your own prospecting routine and surpass your targets.

So you have an actual system to thrive on LinkedIn.

It went live today and for the next 24 hours, the course will be €59 instead of €79. Just use the code “24hoursoff” on signup.

Hope to see you inside!

Cheers,

Thibaut

Subscribe to the Newsletter

Get my free, 4 min weekly newsletter. Used by 5.900+ salespeople to book more meetings and work when, where, and how they want.

Subscribe to the Newsletter

Get my free, 4 min weekly newsletter. Used by 5.900+ salespeople to book more meetings and work when, where, and how they want.

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Podcast Uncategorized

Episode 82 – Why selling is so different than it was 10 years ago, with David Priemer

The Selling Advantage Community

The Selling Advantage Community is for salespeople in tech. We produce tactical content, share opportunities, and shine a light on those who make sales happen.

Episode 82 – Why selling is so different than it was 10 years ago, with David Priemer

In this new episode, Thibaut receives David Priemer, Founder & Chief Sales Scientist at Cerebral Selling.

In this interview, you’ll learn about what has changed in sales between now and 10 years ago. You’ll also discover key concepts of David’s methodology.

You can add David on LinkedIn here.

Check David’s book here.

If you want to join the recording of the B2B Sales Podcast and ask your questions live, then join the Selling Advantage Community.

Enjoy the show!

And, whenever you’re ready… here are 3 ways I can help you crush your sales targets:

1. Join the Selling Advantage Community

The Selling Advantage Community is for salespeople in tech. We produce tactical content, share opportunities, and shine a light on those who make sales happen. Join here.

2. Join the T-shaped Sales Development Program

Ditch the old sales development playbook and learn the skills that will make you successful in tomorrow’s sales environment. Apply today.

3. Work with me privately

If you’d like to work directly with me to take over the leaderboard, just book a call here. Tell me a little about what you’re selling and what you’d like to work on together, and I’ll get you all the details!

Categories
Podcast Uncategorized

Episode 81 – 5 deadly sins of prospecting videos, with Thibaut Souyris

The Selling Advantage Community

The Selling Advantage Community is for salespeople in tech. We produce tactical content, share opportunities, and shine a light on those who make sales happen.

Episode 81 – 5 deadly sins of prospecting videos, with Thibaut Souyris

In this new episode of The B2B Sales Podcast, Thibaut shares the 5 deadly sins of prospecting videos. You will discover what most reps are doing wrong, and what to do instead.

You can join the Selling Advantage Community here if you want to get tactical tips like this one.

Enjoy the show!

And, whenever you’re ready… here are 3 ways I can help you crush your sales targets:

1. Join the Selling Advantage Community

The Selling Advantage Community is for salespeople in tech. We produce tactical content, share opportunities, and shine a light on those who make sales happen. Join here.

2. Join the T-shaped Sales Development Program

Ditch the old sales development playbook and learn the skills that will make you successful in tomorrow’s sales environment. Apply today.

3. Work with me privately

If you’d like to work directly with me to take over the leaderboard, just book a call here. Tell me a little about what you’re selling and what you’d like to work on together, and I’ll get you all the details!

Categories
Podcast Uncategorized

Episode 80 – Driving results with Omnichannel prospecting, with Thibaut Souyris

The Selling Advantage Community

The Selling Advantage Community is for salespeople in tech. We produce tactical content, share opportunities, and shine a light on those who make sales happen.

Episode 80 – Driving results with Omnichannel prospecting, with Thibaut Souyris

This episode is a rediffusion of an interview with Thibaut Souyris on The Lowly SDR Podcast.

Thibaut was invited by Tyler Cole to share his approach to prospecting, and how SDRs can use the T-shaped Sales Development Framework to start more conversations.

If you’re interested in learning more about the program, go check it here.

Enjoy the show!

And, whenever you’re ready… here are 3 ways I can help you crush your sales targets:

1. Join the Selling Advantage Community

The Selling Advantage Community is for salespeople in tech. We produce tactical content, share opportunities, and shine a light on those who make sales happen. Join here.

2. Join the T-shaped Sales Development Program

Ditch the old sales development playbook and learn the skills that will make you successful in tomorrow’s sales environment. Apply today.

3. Work with me privately

If you’d like to work directly with me to take over the leaderboard, just book a call here. Tell me a little about what you’re selling and what you’d like to work on together, and I’ll get you all the details!

Categories
Podcast Uncategorized

Episode 79 – A simple tactic to stand out in competitive deals, with Thibaut Souyris

The Selling Advantage Community

The Selling Advantage Community is for salespeople in tech. We produce tactical content, share opportunities, and shine a light on those who make sales happen.

Episode 79 – A simple tactic to stand out in competitive deals, with Thibaut Souyris

In this new episode of The B2B Sales Podcast, Thibaut shares his playbook to stand out in competitive deals.

You will discover his exact structure and the tools he used for that, and how he closed 5 deals in the last 3 months like this.

You can join the Selling Advantage Community here if you want to get tactical tips like this one.

Enjoy the show!

And, whenever you’re ready… here are 3 ways I can help you crush your sales targets:

1. Join the Selling Advantage Community

The Selling Advantage Community is for salespeople in tech. We produce tactical content, share opportunities, and shine a light on those who make sales happen. Join here.

2. Join the T-shaped Sales Development Program

Ditch the old sales development playbook and learn the skills that will make you successful in tomorrow’s sales environment. Apply today.

3. Work with me privately

If you’d like to work directly with me to take over the leaderboard, just book a call here. Tell me a little about what you’re selling and what you’d like to work on together, and I’ll get you all the details!

Categories
Podcast Uncategorized

Episode 78 – Building a sales team to 100 full time employees, with Oliver Manojlovic

The Selling Advantage Community

The Selling Advantage Community is for salespeople in tech. We produce tactical content, share opportunities, and shine a light on those who make sales happen.

Episode 78 – Building a sales team to 100 full time employees, with Oliver Manojlovic

In this new episode, Thibaut receives Oliver Manojlovic, VP Sales at Personio.

In this interview, you’ll learn about the journey of Oliver at Personio, as well as the challenges and solutions he faced while building the sales organization. On top of that, you’ll discover the approach Personio takes with pipeline generation.

You can add Oliver on LinkedIn here.

Personio is hiring, check their opening here.

Enjoy the show!

And, whenever you’re ready… here are 3 ways I can help you crush your sales targets:

1. Join the Selling Advantage Community

The Selling Advantage Community is for salespeople in tech. We produce tactical content, share opportunities, and shine a light on those who make sales happen. Join here.

2. Join the T-shaped Sales Development Program

Ditch the old sales development playbook and learn the skills that will make you successful in tomorrow’s sales environment. Apply today.

3. Work with me privately

If you’d like to work directly with me to take over the leaderboard, just book a call here. Tell me a little about what you’re selling and what you’d like to work on together, and I’ll get you all the details!

Categories
Podcast Uncategorized

Episode 77 – My new outbound sequence, with Thibaut Souyris

The Selling Advantage Community

The Selling Advantage Community is for salespeople in tech. We produce tactical content, share opportunities, and shine a light on those who make sales happen.

Episode 77 – My new outbound sequence, with Thibaut Souyris

In this new episode of The B2B Sales Podcast, Thibaut shares his new outbound sequence in detail.

You will discover the touchpoints, cadence, and messaging he uses, with a 40% reply rate.

You can join the Selling Advantage Community here if you want to grab the sequence worksheet with messaging and video explanation.

Enjoy the show!

And, whenever you’re ready… here are 3 ways I can help you crush your sales targets:

1. Join the Selling Advantage Community

The Selling Advantage Community is for salespeople in tech. We produce tactical content, share opportunities, and shine a light on those who make sales happen. Join here.

2. Join the T-shaped Sales Development Program

Ditch the old sales development playbook and learn the skills that will make you successful in tomorrow’s sales environment. Apply today.

3. Work with me privately

If you’d like to work directly with me to take over the leaderboard, just book a call here. Tell me a little about what you’re selling and what you’d like to work on together, and I’ll get you all the details!

Categories
Podcast Uncategorized

Episode 76 – Launching and running a sales organization in EMEA, with Tom Castley

The Selling Advantage Community

The Selling Advantage Community is for salespeople in tech. We produce tactical content, share opportunities, and shine a light on those who make sales happen.

Episode 76 – Launching and running a sales organization in EMEA, with Tom Castley

In this new episode, Thibaut receives Tom Castley, Vice President, EMEA at Outreach.

In this interview, you’ll learn about the 3 things to keep in mind when building a sales organization in EMEA, you’ll get Tom’s vision of the future of sales, and you’ll see how Outreach is positioned in this future.

You can add Tom on LinkedIn here.

Outreach is hiring, check their opening here.

Enjoy the show!

And, whenever you’re ready… here are 3 ways I can help you crush your sales targets:

1. Join the Selling Advantage Community

The Selling Advantage Community is for salespeople in tech. We produce tactical content, share opportunities, and shine a light on those who make sales happen. Join here.

2. Join the T-shaped Sales Development Program

Ditch the old sales development playbook and learn the skills that will make you successful in tomorrow’s sales environment. Apply today.

3. Work with me privately

If you’d like to work directly with me to take over the leaderboard, just book a call here. Tell me a little about what you’re selling and what you’d like to work on together, and I’ll get you all the details!