Rebecca Holland; Sr Manager of Inside Sales, Gong.io, speaking at The 2018 Sales Development Conference at the Ritz-Carlton San Francisco.

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How to Get Your Prospects to
Swipe Right on a Meeting

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Top 10 Icebreakers:
1. Ongoing Top 10 Quiz
2. Snowball Fight
3. Two Truths & a Lie
4. Time for a Story
5. Buy Off the Audience
6. Human Bingo
7. Making a Joke at your own Expense
8. Start a story But Don’t Finish it…
9. Get Everyone to Introduce Themself as a SuperMarket Item
10.Have real content?

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# 5 Buy Off the
Audience

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Today’s Speaker..
● BA in Marketing from Texas A&M
● 3x Full-Cycle Closer
● SDR
● SDR Team Lead
● SDR Manager
● Senior Mgr. of Inside Sales

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Today’s Agenda..
1. How to Structure a Compelling Message
2. The 7 Pillars of Attractive Outreach
a. Counter -Examples

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How to Structure a Compelling Message
Premise - What about the Prospect or their Company Triggered your Outreach
Body - Mapping your company’s Value Prop to the Premise of Outreach
CTA - Request to Unpack the Content Mapped out in the Body and Premisee

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The 7 Pillars of Attractive Outreach

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I. Prospect-Centric
Hi David,
It must be an exciting time at Tenbound, seeing all the content around building the sales team.
I am sure that getting new hires to produce and the current team to quota is a delicate balance.
I would appreciate a shot to unpack further how Sales Leaders like you have been able to scale their
teams efficiently using Gong. Does Monday @ 3:30p work?
Centering your message entirely on the prospect’s
behavior, profile, business, buyer persona & domain.

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II. Fluidity
Hi David-
Wanted to circle back because I noticed that you are currently growing the inside sales team to 600 across multiple regions.
Premise: Most employees in separate geos.
With this growth in mind, training and ramping new hires and remote teams must be top of mind.
Premise: Ramping and Training New Hires
We partner with Heads of Sales to help remove the barriers of remote teams by using AI to analyze your sales conversations.
Premise: Removing barriers of remote teams by analyzing conversations.
This enables you to replicate what your A-Players do well, coach your B-players, and get new hires producing revenue faster.
Premise: Replicating best success and improving quota-attainment.
Connecting your Premise, Body & CTA to form one cohesive message.

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III. Pride-Aversive
Painting the prospect as the hero and your platform as the
tool that was leveraged to achieve their success.
Hi David,
As more companies incorporate Tenbound, it is easy to see how your company is doing extremely well with sales, I am
confident Gong.io may be the answer for you.
We can help your sales team significantly improve their calls and demos utilizing our patented artificial intelligence
software. If it makes sense to talk, I would love to have 15 minutes on your calendar.
Gong.io is the #1 conversation intelligence platform that utilizes AI to help improve B2B sales performance like yours.
Our software gives sales leaders critical insights regarding how your team member's calls are being conducted.
If you or somebody from your team are available to hop on a quick 15 minutes call, I would love to quickly further discuss how
Gong.io can you make your sales team better.

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IV. Pain-Centric
Hi David,
While hiring the right people is important, developing them is equally as important, just like your Linkedin says.
By automatically recording, transcribing and analyzing your current team's calls using Gong, you can leverage our AI/Machine
learning generated "Topics," along with our keyword trackers and talk time per speaker to understand where they
succeed and where they fail.
You can even @reply your reps in the comments section of calls and create libraries with specific snippets of calls for
those developing members to check out. You can even share our stats page with deep analytics around each user to the
team where they can see the topics and analytics of other team members.
How do I get 15 minutes on your calendar to chat about this?
Centering your message around the struggles your
prospect encounters in their day to day.

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V. Relevance
Hi Cole,
Given your extensive background as a Business Development Executive with a focus on "leveraging data to
optimize conversions to support partner and sales teams” I couldn’t help but reach out.
As you work to maximize the effectiveness of your sales team I’d appreciate a shot, Tue @3p to unpack how VPs of
Business Development like yourself leverage Gong to record and analyze their teams conversations to optimize
conversions, close more deals, and increase revenue as a result...
And if you’re not impressed I’ll back off - fair?
Basing your outreach on the buyer-persona hot
topics for your prospect.

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VI. Brevity
I saw from your twitter that you’re a fan of The Doobie Brothers, which prompted me to write you this nice cover of “Listen to the Music” to
help articulate how Gong is helping sales leaders like yourself.
Cue the Music - Doobie Brothers, Listen to the Music
Lyrics for Reference https://www.azlyrics.com/lyrics/doobiebrothers/listentothemusic.html
SDR @ Gong - (Wannabe) Doobie Brother
"Listen to the Gong Calls"
Don’t you feel revenue growing, day by day
Executives, getting ready for the news
Sales reps are happy, none are saaaaad
Oh, we had everyone hit quota today.
All the sales reps need
Was Gong to make em smile
Coachin’ aint’ hard to do since Gong knows how
Craig, please help me validate my musical aspirations by hopping on a call to further unpack how Gong records and analyzes your
teams conversations to decrease ramp time, replicate top rep performances, and generate more revenue.
Never Use 11 words when 9 words will do.
Gotta craft the message
to get the deal on through
Oh now Gong will tell you why
Whoa the reps are improvin'
Whoa my new reps are cruisin'
Whoa ACVs are lookin’ groovy'
All the time

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VII. Noticeability
Do:
1. Base your subject on the prospect
2. Base your subject on the premise
Don’t:
1. Look like “Marketing Language”
2. Summarize your value prop
3. Click-Bait to get attention
Getting an “Open” without being click-bait.

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Summary..

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Thank you!
www.gong.io/blog
rebecca.holland@gong.io

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What is the name of my fish?