Creating A Prospecting Cadence To Drive Top-Of-Funnel Revenue

© 2021 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Presented by
PJ Nisbet, Managing Partner
EMEA
Complimentary webinar
May 20, 2021
Creatinga Prospecting
Cadenceto Drive
Top-of-Funnel
Revenue
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PJ Nisbet
Managing Partner, EMEA
WelcomeOur Featured Presenter

How doweDrive
Top-of-Funnel
Opportunities?

Poll
What have you found to be the most effective
method of prospecting?
─ Social Selling
or Social Networks
─ Email
─ Phone
─ Networking/Industry Events
─ Blind Luck

Top Three
Reasons Your
Prospecting May
Be Ineffective
1: PERSPECTIVE
71%
of buyers want to hear from sellers who
can help them solve THEIR problems
- Top Performance in Sales Prospecting Benchmark Report

Blah, Blah
Ginger…

5x
- LinkedIn Report
B2B buyers are more likely to engage
with a sales professional who provides
new insights about their business
2: CONTENT
Top Three
Reasons Your
Prospecting May
Be Ineffective

Top Three
Reasons Your
Prospecting May
Be Ineffective
- HubSpot Sales Perception Survey
Buyers indicate the top ways to create
positive sales experiences:
• Listen to THEIR needs (69%)
• Don’t be pushy (61%)
• Provide relevant information (61%)
• Respond in a timely manner (51%)
3: QUALITY OF CONTENT

COVID-19 outreach
resultscomparison
Source: Accenture

Priming Memory

SPHERE OF INFLUENCE
The ways in which your company impacts the
market, increases awareness, and provides
assets to influence potential opportunity
creation
• It’s the first step in increasing familiarity and a wealth
of tools for you to use developing business – it saves
you time
• Your Sphere of Engagement™
is influenced and fueled by your company’s
Sphere of Influence™
• In addition you can also utilise third party thought
leadership to target your contact.

SPHERE OF ENGAGEMENT
The ways YOU can engage with clients and
partners to increase familiarity, influence buying
decisions, and move opportunities to close.
• Gaining mindshare requires being present,
when and how the buyer wants to engage
with you – this requires a focused, consistent
use of approaches
• Your Sphere of Engagement
is influenced and fueled by your company’s
Sphere of Influence

Vortex Prospecting™

Proper Preparation – Research

Research
“30-minuterule”
10 minutes on industry
10 minutes on company
10 minutes on person
+
+

Time Blocking –
your secret weapon

Think about an average week and rank
what you spend most time on
─ Internal Meetings and Phone calls
─ External Meetings with Clients
and Prospects
─ Prospecting Activities
─ Emails and Administration
─ Other
Poll

List
Preparation
Research Practice
Call
Block
Cadence
Creation and email
personalization
CRM
Updates
Results
Analysis
Sphere of Influence
Understanding
Self-
Improvement
Time Blocking

Focus

Developing Sales Cadences

a strategically choreographed series of interactions,
across multiple channels,
to increase the probability of connection and
conversation

Value-based Interruptions

© ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Respectful Persistence

Anxiety,Influence,
Motivation
AIM will make your targeted contacts
more relevant and compelling:
Anxiety - A feeling of worry,
nervousness, or unease about
something with an
uncertain outcome.
Influence - the action or process
of producing effects on the
actions, behavior, opinions, etc.,
of another or others
Motivation - having a strong
reason to act

Example simple A-I-M InMail, eMail, VoiceMail
We’ve been working with <buyer’s role>
to help them deal with major concerns
such as <buyer’s likely challenges>.
I’ve helped my customers
<success and Value metrics from
similar situations> and would
welcome an opportunity to
discuss some approaches
with you.

UNDERSTANDING CADENCES…
• Frequency of touches is a function of sales cycle
─Typically, 15 – 17 ‘touches’ across 22 – 24 business days
to connect with a client .
─Will vary according to sector, product type, length of sales
cycle
• Aggressive: 3-4 touches per day (Transactional, short cycle)
• Intermediate: 2-3 touches per week
• Relaxed: 4-5 touches per month (Relational, Long Cycle)

Vortex Cadences
Content
Mere Exposure Effect A – I – M
Social
Int
1
Social
Int
2
Email
1
Call
1
Call
2
Email
2
Call
3
Voicemail
1
Email
3
Socail
Int
3
Call
4
Voicemail
2
Value
Insight
Anxiety
Influence
Motivation
Share / No Ask
Competitor / Market Insight
References / Case Studies
3rd Party Content
Why Now? Why Change?

Vortex Prospecting™: Cadence Example
Leveraging the ValueBuying ProcessTM and A-I-M Across Multiple Channels
Social
Interaction 1
Interact or
Share
Interaction
Based on
Content
Persona
Posted
Social
Interaction 2
Credibility
Share
Share
Connects to
Bus. Obj. –
Credibility
Email 1
Connect
Insights
Email
AIM
Social
Interaction 3
Connect
Insights
Influence
Interesting
read on how
we helped
competitor
Call 1
Connect
Insights
Anxiety /
Motivation
Script focuses
on time
passing,
credibility and
research
Voicemail 1
Connect
Insights
Anxiety /
Motivation
Script focuses
on time
passing,
details next
step, more
information

PROB FOCUS: Ransomeware
3rd Party 3rd Party Call Marketing Call 2 Call 3
Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Day 8 Day 9 Day 10 Day 11 Day 12
S
ocial 1 Email 1 S
ocial 2 Email 2 Phone 1 Email 3 S
ocial 3 Call 2 Email 4 S
ocial 4 Call 3 eMail 5
or VM 1 or VM 2 or VM 3
LI Connection
Request
S
end 3rd Party
Asset
J
oin acommon
Group,
Like/Comment
on LI, Twitter
S
end 3rd Party
Asset
Phone, leave
VM or message
with PA/S
ec
Follow up
phone call or
VM with email
S
end Client
S
uccess S
tory
Phone, leave
VM or message
with PA/S
ec
A-I-M eMail A-I-M InMail
Final Call
before recycle
Final eMail
If they have
connected
then as InMail,
if not eMail
If they have
connected
then as InMail,
if not eMail,
mention you
are goingto
call on
Wednesday
Recycle for 90
days
Monday Wednesday Friday Monday Wednesday Thursday Monday Tuesday Friday Monday Thursday Friday
Company Email
Phone
Number
Company Email
Phone
Number
PROB FOCUS: Cost of Data Storage PROB FOCUS: Compliance
SPRINT 1 SPRINT 2
Name Title
S
ource 50 suitable Leads
Date:
C ADENCE PATTERN
The MATRIX Cadence
CONTENT FOCUS / AIM:
Vertical: Retail and Manufacturing
CONTACT/ROLE: CIO/Data Center Manager
DETAIL
ACTIVE DAYS:
Name Title
S
ource 50 suitable Leads
Example Intermediate Sales Cadence

Batman’s Back
Cadence:
C1, C2, VM1, EM 1
Mon, Tues, Wed
Batman’s Back
Cadence:
C1, C2, VM1, EM 1
Mon, Tues, Wed
Dr. Seuss
Cadence:
EM 1, EM 2, SI 1, C1
Tues, Thurs, Fri
Dr. Seuss Cadence:
EM 1, EM 2, SI 1, C1
Tues, Thurs, Fri
Hair Metal
Cadence:
SI 1, EM 1, C1, VM 1
Mon, Wed, Fri
Hair Metal Cadence:
SI 1, EM 1, C1, VM 1
Mon, Wed, Fri
Account Based Sales Cadences
CEO
Admin
CFO COO CIO CTO
VP VP VP VP

Proper Preparation – Tech Stack

Questions?

Go to valueselling.com > resources > webinars
to download today’s slides
At the end of today’s webinar

Overcoming Objections
July 15| 10:00 AM Pacific
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Thank you!
• Keep it simple. Drive results.
PJ Nisbet
Thank you!
Managing Partner, EMEA
pjnisbet@valueselling.com
+44 771 848 9422 (m)
+44 1440 820 384 (o)

Creating A Prospecting Cadence To Drive Top-Of-Funnel Revenue

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