There are more than three dozen plays in a fully developed Revenue Acceleration Playbook. Every single play you put in place will have a positive impact on your revenue outcomes.
The most successful Prospecting Playbooks invite buyers into a value-added conversation. They use each campaign to test messages and tactics that will most engage buyers. These shifts can lead to 40%-45% productivity gains in meetings set from the same pool of leads.
The best prospecting playbooks treat each prospecting campaign as an opportunity for persona-message testing. Each campaign provides evidence on the messages and tactics most likely to engage each buyer persona. Your campaign tests can focus on a variety of A/B tests.
Your buyers are much more likely to commit to a first call if they believe they will learn something of value.
Authentic campaigns tell a story about buyer goal achievement. The first touches describe a common buyer goal or challenge. Later, touches share evidence of how you have helped peers and invite a conversation.
Peer referencing is your easiest strategy to engage new buyers in any market. A referencing strategy draws on peer names, language, and success stories to build familiarity and faster prospect engagement. Most companies do not have a well-developed process to make peer referencing repeatable.
Many companies run expansion campaigns that focus on pitching products that a client has not yet purchased. Expansion campaigns, however, work best when they focus on a new buyer goal area. In the strongest expansion campaigns, there is synergy between the initial and the expansion goal areas.
A call connect with a target prospect provides the opportunity to directly “sell the value of the first meeting.” The call connect should focus the buyer on why to have a first meeting, not on trying to close a sale.
Questions & Objections
Guided discovery questions and objection handling responses are all key to a successful call connect. Building buyer energy with quick discovery and handling common questions or objections are both key to qualifying and transitioning a lead.
Prospecting blocks support consistent proxecution. A prospecting block schedule outlines two-to-three-hour blocks that focus on nothing but call and email outreach to prospects. Each prospecting block is assigned to an identified set of touches in a specific campaign narrative.
Prospecting Tech Stack Review
There’s an array of technologies that prospectors need to be successful in their roles. These include lead sourcing tools, cadence software, dialer software, and content management systems. All need to be aligned and integrated into a seamless prospecting process.