THE BIG BOOK OF SALES PLAYS - InsideOut › wp-content › uploads › 2020 › 03 › ... · 2020-03-19 · THE BIG BOOK OF SALES PLAYS The Guide to Implementing the Best Sales Plays

T H E B I G B O O K O F S A L E S P L A Y SThe Guide to Implementing the Best Sales Plays Ever Developed

https://insideoutlab.com/

2 | Test Lab Results by

Table of Contents

Overview 3

About the Lab 4

Customers in the Lab 5

The Winning Cadences 6

The Social Cadence 7The Take Me To Your Leader Cadence 9The Fast 15 Cadence 11The C-Level Cadence 13The 365 Renewal Cadence 15The Inbound Relationship Cadence 18The Sprint Burst Cadence 20



INSIDEOUT WANTS YOU TO WIN.

InsideOut believes in helping our clients maximize every touchpoint to their customers and prospects. So we created “The Big Book of Cadences”, giving you the most comprehensive guide to “winning” cadences validated by our sales test lab.

OUR TEST LAB DID THE HARD WORK FOR YOU.

InsideOut, a globally recognized sales innovation lab, tests over 500 cadences every month, and has a sales play library of over 10,000 winning sales plays. They helped us construct this easy-to-implement guide of winning cadences, so you can implement the world’s highest performing cadences, right from the start. The goal was to unlock the potential of our sales engagement platform by A/B testing a variety of cadences to achieve increased productivity for our client’s sales, customer success and marketing teams.

NOW YOU CAN START WITH A WIN.

Failure is not an option. Every validated cadence in “The Big Book of Cadences” has undergone rigorous testing in a live environment. Each of the winning cadences has been verified to have a minimum of 20,000 cadence steps completed before it was published in our easy-to-implement guide.

insideoutlab.com | [email protected]

Overview


https://insideoutlab.com

mailto:success%40insideoutlab.com?subject=The%20Big%20Book%20of%20Sales%20Plays


WORK HARD. MAKE PLAYS.

InsideOut is the fastest ideation company on the planet for sales, marketing and customer success professionals. They can move an idea from inception to operation faster than any company on the planet, helping improve the customer experience and drive revenue for today’s leading brands.

InsideOut is a recognized expert in the design, testing and delivery of the most productive cadences that have ever been developed. They operate a live experiment lab where our clients’ can test ideas, document winning plays, and get trained on tips and techniques to increase the adoption and transformation required to create a winning experience for their prospects and customers.

There are three key elements of InsideOut’s test lab, which were conducted on each of the winning cadences outlined in “The Big Book of Cadences”:

About the Lab

Adoption Training

On the floor implementation with

performance management.

Live Design Studio

Strategic workshop sessions to design

cadences.

Live Lab Tests

Full cycle testing to determine winning

cadences.



Customers in the Lab



The Winning Cadences



DEVELOPING RELATIONSHIPS WITH PROSPECTS EARLY CREATES HIGHER CONVERSION RATES.

Sales Motion Usability

Net New AdoptionWin Back SuccessRenewals

Cadence ObjectivesDevelop an outbound cadence for cold prospects at target accounts to solicit a conversation around the client’s offerings. The client set out to alter a traditional email and phone cadence that had 8 touches over 30 days.

HypothesisIncreasing the visibility of the seller as a thought leader via social touches and engagements would alter the perspective of the buyer and position the seller as an advocate of ideas that would yield a higher touch to conversation rate.

Pitfalls, Tips and Tricks, Odds and Ends√ If your contact does not connect with you on LinkedIn after 2 days make sure to skip the social steps and

move right to the traditional email and phone aspects.

√ Be careful to not sell your product or company in any of the social steps. These steps are to build a relationship, not just to set an appointment. Don’t sell your product; sell yourself.

√ Get your social profile ready with a good picture and headline. Design your LinkedIn profile in a way that is geared towards your buyer not an HR recruiter.

√ Stick to the plan; it’s easy to bail out and ask for the appointment, but you will find that building the relationship will convert much higher than cold appointment setting.

√ Make sure marketing can offer you content to share, and you can add value to the conversation with the buyer through smart comments, shares and messages via LinkedIn.

Complexity Level

Easy to ImplementMight Need HelpLet Us Guide You

Target Cadence Users

SDRs AEsISRs FieldSuccess

The Social Cadence

10% TO 47%L I N K E D I N M E S S A G E R E P L Y R A T E

4% TO 34%C O N V E R S A T I O N R A T E

1% TO 58%R E S P O N S E R A T E



The Social Cadence

SOCIAL ENGAGEMENT

Step 1 | Day 1: Connect with Note≤15 words; leverage known information about the prospect or company

Step 2 | Day 2: Like + CommentLike or comment on an item in the prospect’s Recent Activity section

Step 3 | Day 4: Share ContentWork with marketing to share relevant, valuable content to your LinkedIn feed

Step 4 | Day 6: Tag ProspectTag prospect in a relevant article to further the engagement of knowledge sharing


Step 6 | Day 10: Share ContentDon’t share about your company; share personal thoughts about your industry


Step 8 | Day 12: Message, IntentReach out to your prospect to let them know why you want to build the relationship

Step 9 | Day 14: MessageOffer value on why this will improve their daily life (≤200 characters)

MULTI CHANNEL TOUCH

Step 10 | Day 14: Email, IntentShare what you know about account and the ROI you can help them achieve

Step 11 | Day 15: Call with Voicemail, IntentGive your best 30 second pitch on why they should care about you

Step 12 | Day 18: MessageOffer a tangible asset that they couldn’t have gotten somewhere else

Step 13 | Day 18: EmailDeliver tangible asset to their inbox, subtly hinting it as a favor

Step 14 | Day 19: Call with VoicemailNotify them with a brief message to check email inbox

Step 15 | Day 21: MessageOffer proof of concept based of what you know about account (≤200 characters)

Step 16 | Day 21: EmailEmail proof of concept offer

Step 17 | Day 22: Call with VoicemailStress the urgency of proof of concept message

Step 18 | Day 24: Message, CustomIf they haven’t responded yet, you have creative freedom here on out

Step 19 | Day 24: Email, CustomCreative freedom - see step 18



LEVERAGE INBOUND RESPONDERS TO QUICKLY EXPAND YOUR ACCOUNT PURSUIT PLAN.



Cadence ObjectivesDevelop an inbound to outbound pursuit cadence to warmed inbound prospects or aged inbound leads with the intention of finding new decision makers at your target account. The client set out to find productive ways to turn the inbound responders into an outbound cadence for account based targeting.

HypothesisAdding additional decision makers in addition to the original inbound lead will improve conversion of inbound marketing ROI by widening the pursuit process within an account and generating more appointments.

Pitfalls, Tips and Tricks, Odds and Ends√ Make sure you properly qualify your original inbound responder or aged lead so you can leverage your

relationship with them to find new decision makers via referrals and you can ‘name drop’ to expand your account pursuit.

√ Do more research than you think on the inbound account. A common pitfall is to take the inbound lead, qualify and move on. The purpose of this cadence is to have the account intelligence and new decision makers to generate new opportunities within the same account.

√ After you find the right decision makers, leverage your existing inbound relationship to engage in referral messaging in the early stages of your cadence.

√ Make sure you research multiple prospects that cover decision makers, influencers and recommenders. You will be surprised what you can learn in approaching lower level prospects within your cadence.

√ You can easily pick up new prospects for your cadence inside the account by leveraging LinkedIn’s ‘people also viewed’ section.

√ You will need to have set criteria for adding a new prospect into your cadence so that you don’t pollute your cadence with the wrong people.

Complexity Level


The Take Me To Your Leader Cadence

12% TO 32%C O N V E R S A T I O N T O D E M O R A T E

28% TO 82%L E A D T O O P P O R T U N I T Y C O N V E R S I O N

2 TO 65P R O S P E C T R E F E R R A L S / D A Y





Pre-Touch | Day 1: BlueprintIdentify account and buyer markers that will help you customize your message



Step 3 | Day 4: MessageName drop colleagues within the account

Step 4 | Day 6: EmailPresent account intel gained from blueprinting process

Step 5 | Day 8: CallLet them know you have interesting perspectives based on what you’ve learned

Step 6 | Day 10: CallCheck-in again with more emphasis

Step 7 | Day 13: Video EmailInsert short video clip introduction / elevator pitch of why you’re reaching out

Step 8 | Day 16: EmailReply from your sent folder to see if they got your Video email

Step 9 | Day 17: CallEncourage executives for a chance to be interviewed in Executive Benchmark Survey

Step 10 | Day 18: CallReinforce the exclusivity of Executive Benchmark Survey



Step 13 | Day 22: MessageSend Link to survey with offer to participate

Step 14 | Day 25: EmailSend Link to survey with offer to participate

Step 15 | Day 26: CallStress the urgency with a deadline

Step 16 | Day 27: CallRemind them that you have not seen Survey come through

Step 17 | Day 30: Name Change EmailAsk if there is someone else in the organization that you should coordinate with

The Take Me To Your Leader Cadence



Complexity Level


The Fast 15 Cadence

10% TO 50%P E N E T R A T I O N R A T E O F P R O S P E C T L I S T

4% TO 28%C O N V E R S A T I O N R A T E A C H I E V E D

5 TO 150A C T I V I T I E S T R A C K E D / D A Y



GET QUICK WINS FROM YOUR PROSPECTS WITH THIS HARD HITTING SMB PURSUIT PLAN.



Cadence ObjectivesDevelop an outbound cadence for cold prospects at SMB target accounts to create urgency around connecting and setting an appointment within a short period of time to pick up the low hanging fruit in your account list and get some quick wins.

HypothesisWith a high touch, high impact cadence, prospects who are interested in an offer will take advantage of it, developing a quick snapshot of activity and appointments that will yield 75% more activity, and generate a sprint like atmosphere for any sales team.

Pitfalls, Tips and Tricks, Odds and Ends√ This is a traditional play – social is only included as a stab at an alternative route to engage the prospect if

they aren’t engaging.

√ The beginning portion of the cadence is designed to capture as much “low hanging fruit” as possible for any initial responders or connects. These activities can be completed in high volumes by each individual user.

√ An intentional break of 3 days is built into the cadence to prevent prospect fatigue and to moderate the ramping of touchpoints mid-way through the cadence.

√ The aggressive close is where most prospects convert to meetings – stay motivated through the first two phases and anticipate your prospects to start engaging towards the end of the cadence.



Step 1 | Day 1: Call with VoicemailCall with the intention of pitching your value and booking the meeting

Step 2 | Day 1: EmailReinforce your appointment centric approach while still demonstrating value

Step 3 | Day 2: Call with VoicemailCall with the intention of pitching your value and booking the meeting

Step 4 | Day 2: EmailReinforce your appointment centric approach while still demonstrating value

Step 5 | Day 3: CallTry to connect; ask for alternative contact if no connect

Step 6 | Day 4: EmailAsk for referral to other contacts

Step 7 | Day 5: CallDemonstrate value via case study or industry relevant statistic

Step 8 | Day 5: EmailDemonstrate value via case study or industry relevant statistic

Step 9 | Day 8: LinkedIn Connect with NoteBoost their ego in ≤20 words

Step 10 | Day 9: EmailOffer them something of value such as a case study or webinar

Step 11 | Day 10: MessageApologize for your persistence but stick to your game plan

Step 12 | Day 11: CallApologize for your persistence but stick to your game plan

Step 13 | Day 13: EmailRequest access to other stakeholders

Step 14 | Day 13: CallRequest access to other stakeholders

Step 15 | Day 14: EmailEngage with a compelling event to create a sense of urgency

Step 16 | Day 15: CallBreaking up is hard to do, but it’s time

Step 17 | Day 15: EmailBreaking up is hard to do, but it’s time; include intent to follow-up in the future

The Fast 15 Cadence



Complexity Level




The C-Level Cadence

1% TO 15%C - L E V E L C O N V E R S A T I O N R A T E

10% TO 52%E N G A G E M E N T O N L I N K E D I N

2% TO 24%A S S E T D O W N L O A D R A T E

CONNECT WITH C-SUITE EXECUTIVES BY ENGAGING THEM WITH VALUE.



Cadence ObjectivesEngage with ‘hard to reach’ executives in the C-Suite (Chief/SVP Level) who require knowledge sharing and in-depth needs understanding to get past their gatekeepers. This cadence will create a framework for any seller to engage with the C-Suite in meaningful dialogue and a relationship over a few months.

HypothesisDoing account profiling to understand the C-Suite’s initiatives and challenges will help the seller build a meaningful relationship, create specific dialogue about how your company can assist and provide real use cases. Recognizing that the C-Suite will require time to nurture, we set out to build a 90-day cadence that will generate a higher response rate than traditional multi-touch cadences.

Pitfalls, Tips and Tricks, Odds and Ends√ This is not a transactional relationship. Be prepared for it to take months to get the appropriate information

and buy-in to get your first introductory meeting.

√ Don’t ask for the meeting early; you don’t deserve it. Earn the appointment by knowing exactly what is going on, who is in charge, what the challenges are, and how you can help.

√ Stick to it; be persistent in your research and fact finding. If you get meetings with managers, directors or some VPs, make sure you are constantly gathering C-Suite information, ask at least 2-3 questions about them, fully understand the pressure being handed down, and why this is happening.

√ When you are ready, ask for the meeting. You earned the right because you have the data, challenges, and a rock solid way to help your C-Suite decision maker. At this point, you will have an internal champion that can make the case for you. Use them.

√ Make sure you engage with specifics about the account you are targeting, use names of other decision makers, share knowledge about the industry specific to their challenges. Be the informed advisor, and you will get your meeting.



Step 1 | Day 1: ProspectIdentify C-Level prospects at target accounts that fit your Ideal Customer Profile


Step 3 | Day 5: Mystery ShopComplete a mystery shop of the prospect’s product with detailed analysis



Step 6 | Day 25: Share ContentDon’t share about your company; share personal thoughts about your industry


Step 8 | Day 40: MessageSend a short message with an offer

Step 9 | Day 45: MessageDrop an incidental similarity, referral, ego boost or “teach me” play


Step 11 | Day 55: MessageConduct industry knowledge sharing with your customer


Step 13 | Day 63: CallGive your best 30 second pitch on why they should care about you

Step 14 | Day 65: EmailEmail prospect with proof of concept offer

Step 15 | Day 68: CallCheck-in with prospect in attempt to schedule time

Step 16 | Day 70: EmailDeliver tangible asset to their inbox, subtly hinting it as a favor

Step 17 | Day 73: CallBreaking up is hard to do… but it’s time

Step 18 | Day 75: EmailIf they haven’t responded yet, you have creative freedom for break-up

The C-Level Cadence



Complexity Level




The 365 Renewal Cadence

10 TO 22# O F C O N V E R S A T I O N S W I T H P R O S P E C T / Y E A R

10% TO 28%G R O W T H R A T E A B O V E R E N E W A L C O N T R A C T

40% TO 92%P O S I T I V E V I E W V I A C U S T O M E R S U R V E Y

DEPLOY AN ACCOUNT BASED PLAN VIA STRATEGIC TOUCHPOINTS TO GROW YOUR ACCOUNT.



Cadence ObjectivesSuccessfully coordinate an annual account based attack plan from initial renewal through cross sell up sell, adoption and growth tactics. Ensure the account sales and customer success teams steer clear from a 90-day cadence pre-renewal and find compelling ways to interact with the customer throughout the year.

HypothesisAn annual dialogue with the customer will create a relationship beyond the basic contractual language, increasing the propensity to migrate or purchase new products or expand existing products in the renewal phase. The team believed that a 25% uplift would be possible on existing customers who flow through the annual cadence.

Pitfalls, Tips and Tricks, Odds and Ends√ This is an annual journey, not a sprint over a 90-day period to get the renewal. Be patient with the customer and

engage with them about non-work related topics, ask for feedback and get them talking about their experience with your company.

√ Get to work on your customer; be proactive by recommending various proof of concepts or validating how other customers have utilized your new products or new use cases of the existing product. Nothing requires customization, so reuse these plays across all your customers.

√ You will have different renewal dates across your account base, so it’s important to leverage your cadences in a staggered fashion, loading your data based on renewal date so you can have consistency across each cadence and know where the customer sits in the process.

√ Don’t be afraid to get away from your contact at the company; growth in accounts requires leveraging your champion and using them to build new proof of concepts or use cases of your product with your customer.

√ You will know if your renewal is at risk very early in the process, so use this knowledge to move the customer into a higher touch ‘at risk’ cadence so that you can ensure that you have a better white glove approach.



Pre-TouchYou’ve secured the renewal; now it’s time to grow the account

Step 1 | Day 30: EmailConnect with customer to evaluate their opinion of renewal experience

Step 2 | Day 30: MessageSchedule appointment in ≤200 characters

Step 3 | Day 30: CallGIve your best 30 second pitch on why they should meet with you

Step 4 | Day 60: EmailOffer pathway to additional products; explain how other customers have done it


Step 6 | Day 60: CallOffer pathway to additional products, explain how other customers have done it

Step 7 | Day 90: EmailOffer proof of concept based on quantifiable analysis

Step 8 | Day 90: MessageSend them a short message with an offer

Step 9 | Day 90: CallGive your best 30 second version on proof of concept value

Step 10 | Day 180: EmailTime to get focused on the health of your upcoming renewal

Step 11 | Day 180: MessageConduct industry knowledge sharing with your customer

Step 12 | Day 180: CallGet them thinking about the renewal budget and reasons to buy more

Step 13 | Day 270: EmailSchedule time with decison makers and influencers

Step 14 | Day 270: MessageBuild confidence in your company by sharing company provided materials

Step 15 | Day 270: CallSchedule time with decision makers and influencers

Step 16 | Day 330: EmailPursue your renewal with quotes and contracts

Step 17 | Day 330: MessageOffer something to stimulate a positive emotion

Step 18 | Day 330: CallPursue your renewal with quotes and contracts

The 365 Renewal (Confident) Cadence



Pre-TouchYou’ve secured the renewal; now it’s time to grow the account

Step 1 | Day 30: EmailConnect with customer to evaluate their opinion of renewal experience


Step 3 | Day 30: CallGIve your best 30 second pitch on why they should meet with you

Step 4 | Day 60: EmailOffer pathway to additional products; explain how other customers have done it


Step 6 | Day 60: CallOffer pathway to additional products, explain how other customers have done it

Step 7 | Day 90: EmailOffer proof of concept based on quantifiable analysis

Step 8 | Day 90: MessageSend them a short message with an offer

Step 9 | Day 90: CallGive your best 30 second version on proof of concept value

Step 10 | Day 180: EmailShowcase your plan to improve the health of the Client Relationship

Step 11 | Day 180: MessageDrop a quick note letting them know you have a plan

Step 12 | Day 180: CallCall to brief your plan to improve the health of the Client Relationship

Step 13 | Day 210: EmailWiden the pursuit process by bringing in additional decision makers

Step 14 | Day 210: MessageReach out and connect with all decision makers and influencers at your account

Step 15 | Day 210: CallLet customer know that you are reaching out to multiple people

Step 16 | Day 240: EmailBuild the ROI Case and share it with customer

Step 17 | Day 240: MessageLet them know your built a Business Case Justification

Step 18 | Day 240: CallRemind them that you are working hard to make them successful

Step 19 | Day 270: EmailSchedule time with decision makers and influencers

Step 20 | Day 270: MessageBuild confidence in your company by sharing company provided materials

Step 21 | Day 270: CallSchedule time with decision makers and influencers

Step 22 | Day 300: EmailEngage directly with your key decision maker and make them a champion

Step 23 | Day 300: MessageSend them something they can share with others

Step 24 | Day 300: CallAsk for some quality talk time with your key decision maker

Step 25 | Day 365: EmailPursue your renewal with quotes and contracts

Step 26 | Day 365: MessageOffer something to stimulate a positive emotion

Step 27 | Day 365: CallPursue your renewal with quotes and contracts

The 365 Renewal (Risk) Cadence



Complexity Level


The Inbound Relationship Cadence

22% TO 56%C O N N E C T T O F I N A L D I S P O S I T I O N

12% TO 47%L I N K E D I N R E S P O N S E R A T E

28% TO 68%C O N V E R S A T I O N R A T E



LEVERAGE YOUR INBOUNDS TO MOVE FROM TRANSACTIONAL TO STRATEGIC CONVERSATIONS.



Cadence ObjectivesThis cadence is designed with 3 distinct segments: a high touch following the inbound inquiry, a social engagement approach designed to keep the lead warm without directly asking for the meeting, and a progressively increasing touch pattern to close the prospect. This cadence keeps inbound inquiries that were non-responders engaged, specifically for accounts that meet the ICP. The extension of the initial high touch pattern of 10 touches in 5 days yields a large spike in response rates and assists with extracting the value of a marketing purchased lead.

HypothesisIf we take a traditional cadence of 10 touches in 5 days for an inbound sales inquiry and extend the cadence an additional 11 days with laced in social and touch pattern varieties, it will keep non-responder inbound leads engaged while also providing an upfront mechanism for ensuring that hand raisers receive immediate attention.

Pitfalls, Tips and Tricks, Odds and Ends√ Don’t get discouraged if the prospect doesn’t reply during the initial touch pattern of 10 touches in 5 days.

√ Check your LinkedIn privacy settings and ensure that in your profile viewing options the “Your name and headline” option is selected. You want the prospect to know you’re viewing their profile.

√ Don’t skip the research step on day 1; make sure that you capture some additional high-level information about the account before you reach out. This leads to an engaging, relevant and credible conversation.

√ The social steps are critical steps – think of these steps as “letting your foot off the gas pedal but not slamming on the breaks” allowing your prospect to digest information, content and messages that you have already shared. These steps are designed to keep your prospect warm and passively engaged.

√ If the company meets the ICP, and the prospect doesn’t reply – don’t worry. This isn’t a failure. Simply move the prospect to the “Take Me To Your Leader” cadence and continue with a new cadence. Just because someone doesn’t respond, doesn’t mean that you should give up on the account pursuit process. Simply give the prospect some time to cool down and then continue the pursuit.



Step 1 | Day 1: ResearchCheck company’s website to get preliminary info

Step 2 | Day 1: CallCall the prospect within 5 minutes of inbound lead receipt

Step 3 | Day 1: EmailEmail prospect as soon as possible

Step 4 | Day 2: CallOffer your personal assistance to meet your prospect’s stated inbound needs

Step 5 | Day 2: EmailReiterate your offer to personally assist your prospect in regard to inbound needs

Step 6 | Day 3: CallCheck-in with prospect in attempt to schedule time

Step 7 | Day 3: Connect with NoteDrop an incidental similarity, referral, ego boost or “teach me” play

Step 8 | Day 4: EmailCheck-in to confirm this is still a priority

Step 9 | Day 4: CallCheck-in to confirm this is still a priority

Step 10 | Day 5: CallLet them know you’ll leave them alone but plan to connect with them on LinkedIn

Step 11 | Day 7: View ProfileView their profile to find interesting facts that will help forge a relationship


Step 13 | Day 10: Share ContentShare content from their Recent Activity

Step 14 | Day 12: EngageTag prospect, comment or share

Step 15 | Day 14: Message, IntentLet them know you have an idea of how to help them

Step 16 | Day 16: Message, CredibilityShare a number or statistic that builds up the credibility of your idea

Step 17 | Day 18: Email, Intent + CredibilityExplain your idea and why it would work for the prospect

Step 18 | Day 19: Call, Intent + CredibilityExplain your idea and why it would work for the prospect

Step 19 | Day 20: Message, Intent + CredibilityShortest possible version of what you said in last step

Step 20 | Day 21: EmailIt’s time to take a break; you’ll be in touch in the future

The Inbound Relationship Cadence





TAKE AN AGGRESSIVE APPROACH TO CONNECT WHILE MINIMIZING PROSPECT FATIGUE.



Cadence ObjectivesDevelop an outbound cadence for cold prospects at SMB and VSB target accounts to solicit a conversation around the client’s offerings. The client previously had consistent high touches without giving prospects a break from the intervals, often times upsetting the prospect. The client required a high touch cadence due the nature of their offering but also needed to minimize opt-outs and upsetting prospects.

HypothesisIn order to reduce the number of opt-outs and agitating potential customers with aggressive and consistent high touch intervals, if we intentionally build in breaks to prevent prospects from being fatigued, they will be more receptive to having a conversation and have time to consume the message.

Pitfalls, Tips and Tricks, Odds and Ends√ Be patient; the social touchpoints have been frontloaded to familiarize the prospect with who you are and

what company you represent. You will get a chance to move into high touch intervals.

√ It is critical that you adhere to the preventative prospect fatigue break intervals as these steps are critical for your prospect to have time digest your message before resurfacing.

√ DON’T ask for the appointment or sell in the first 4 steps – use these steps to begin to communicate concepts that represent your brand to the potential prospect.

√ The first sprint is to socialize yourself with the prospect, the 2nd sprint is to capture the low hanging fruit and in the third and final sprint, your patience will pay off. Then you have the opportunity to proceed with 14 touches in a 10 day interval, so use this time to “close”.

Complexity Level


The Sprint Burst Cadence

17% TO 56%L I V E C O N N E C T T O L E A D C O N V E R S I O N

4% TO 15%C A L L T O C O N N E C T C O N V E R S I O N R A T E

15% TO 38%L I N K E D I N R E P L Y R A T E



Step 1 | Day 1: LinkedIn Connect with NoteTeach me – ask to learn more about prospect’s specialty



Step 4 | Day 5: Share ContentShare content to showcase your industry knowledge

Step 5 | Day 10: MessageState your intent and reason for getting in touch

Step 6 | Day 11: Video EmailIn 30 seconds or less, explain why they should talk to you

Step 7 | Day 13: CallAsk if they received your video and what they thought

Step 8 | Day 14: MessageSend link to video from step 6 in a LinkedIn message

Step 9 | Day 15: EmailGo to sent folder and “reply all” to see if they were able to view the video

Step 10 | Day 20: MessageEgo boost by highlighting their accomplishments

Step 11 | Day 21: MessageName drop another connection at the same company

Step 12 | Day 22: Video EmailCustomize a video by holding up a sign with their name on it and ask for the meeting

Step 13 | Day 22: Call with VoicemailLeave a quick voicemail “making a joke” about your video skills

Step 14 | Day 23: MessageSend link to video from step 22 in a LinkedIn message

Step 15 | Day 24: EmailDrop a case study and highlight its quantitative results

Step 16 | Day 26: MessageShare the case study via LinkedIn to engage in knowledge transfer

Step 17 | Day 27: EmailOffer a before and after comparison to show positive effect of your solution

Step 18 | Day 27: Call with VoicemailOffer a before and after comparison to show positive effect of your solution

Step 19 | Day 28: CallOffer a before and after comparison to show positive effect of your solution

Step 20 | Day 29: EmailDrive an emotional response (happy, sad, laughter)

Step 21 | Day 30: EmailBreaking up is hard to do, but it’s time

The Sprint Burst Cadence


Copyright © 2019 Inside Out Solutions, LLC

All rights reserved. This document or any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher except for the use of quotations in a review.

http://insideoutlab.com

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THE BIG BOOK OF SALES PLAYS - InsideOut › wp-content › uploads › 2020 › 03 › ... · 2020-03-19 · THE BIG BOOK OF SALES PLAYS The Guide to Implementing the Best Sales Plays