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Referral Playbook Sam Nelson
Agenda 1. Why this is a big deal 2. How to get a referral 3. Executing on the referral a. The Referral Sequence b. How to ...
The Funnel Outbound Strategy Post-engagement Setting meeting and beyond
yes
Let’s talk about referrals FROM prospects!
This is a Big Deal
This generates a LOT of opportunities
WORKS WITH ALMOST EVERY INDUSTRY AND PERSONA
ESPECIALLY EFFECTIVE WITH OPERATIONS AND IT ROLES
54% Reply Rate!!!
How to Get a Referral
ASK FOR A REFERRAL EVERY TIME YOU REALIZE YOU ARE TALKING TO THE WRONG PERSON
BUILD THIS INTO YOUR CURRENT WORKFLOW ASK FOR A REFERRAL EVERY TIME YOU REALIZE YOU ARE TALKING TO THE WRONG PERSON #1
Phone Call Whenever someone says. “Hey I’m not your person” Simply ask: “Who should I be reaching out to” [AWKWARD SILENCE...
You should get a referral MOST of the time
What if they actually are the right person?
What if they actually are the right person? “BANK” THE REFERRAL FIRST!
Email Same reply every time: “Thanks for your honest response. Who should I be reaching out to?”
REACH OUT TO PROSPECTS PROACTIVELY EXPERIMENT WITH BOTH TOP DOWN AND BOTTOM UP APPROACHES TO GETTING REFERRALS #2
CEO ManagerManager Individual Contributor Individual Contributor Individual Contributor Individual Contributor Referral Do...
CEO ManagerManager Individual Contributor Individual Contributor Individual Contributor Individual Contributor Referral Up!
22 Prioritization by Title SDR AE OPS Marketing Training Misc. VP of Sales Development VP of Sales VP of Sales Operations ...
REFERRALS FROM THE BOTTOM UP ARE SURPRISINGLY EFFECTIVE -SAM NELSON
Executing on the Referral
Getting most out of initial name drop
What is this magic referral sequence first email?
Traditional but SHORT prospecting emails
Reference initial referral again and why you need to meet
A referral is a workflow-stopping event. Reach out to referral and put in referral sequence within 4 minutes of receiving ...
What do I say when I call?
Q&A
Happy Hunting!
Referral Magic
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Referral Magic

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Sam Nelson will dive into Outreach's highest performing sequence. Learn how one sequence and a few simple changes to your workflow can dramatically increase net new opportunities with no extra time.

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Referral Magic

  1. 1. Referral Playbook Sam Nelson
  2. 2. Agenda 1. Why this is a big deal 2. How to get a referral 3. Executing on the referral a. The Referral Sequence b. How to handle the call
  3. 3. The Funnel Outbound Strategy Post-engagement Setting meeting and beyond
  4. 4. yes
  5. 5. Let’s talk about referrals FROM prospects!
  6. 6. This is a Big Deal
  7. 7. This generates a LOT of opportunities
  8. 8. WORKS WITH ALMOST EVERY INDUSTRY AND PERSONA
  9. 9. ESPECIALLY EFFECTIVE WITH OPERATIONS AND IT ROLES
  10. 10. 54% Reply Rate!!!
  11. 11. How to Get a Referral
  12. 12. ASK FOR A REFERRAL EVERY TIME YOU REALIZE YOU ARE TALKING TO THE WRONG PERSON
  13. 13. BUILD THIS INTO YOUR CURRENT WORKFLOW ASK FOR A REFERRAL EVERY TIME YOU REALIZE YOU ARE TALKING TO THE WRONG PERSON #1
  14. 14. Phone Call Whenever someone says. “Hey I’m not your person” Simply ask: “Who should I be reaching out to” [AWKWARD SILENCE UNTIL THEY RESPOND!]
  15. 15. You should get a referral MOST of the time
  16. 16. What if they actually are the right person?
  17. 17. What if they actually are the right person? “BANK” THE REFERRAL FIRST!
  18. 18. Email Same reply every time: “Thanks for your honest response. Who should I be reaching out to?”
  19. 19. REACH OUT TO PROSPECTS PROACTIVELY EXPERIMENT WITH BOTH TOP DOWN AND BOTTOM UP APPROACHES TO GETTING REFERRALS #2
  20. 20. CEO ManagerManager Individual Contributor Individual Contributor Individual Contributor Individual Contributor Referral Down
  21. 21. CEO ManagerManager Individual Contributor Individual Contributor Individual Contributor Individual Contributor Referral Up!
  22. 22. 22 Prioritization by Title SDR AE OPS Marketing Training Misc. VP of Sales Development VP of Sales VP of Sales Operations VP of Marketing VP of Sales Enablement Owner Senior Director of Sales Development Director of Sales Director of Sales Operations Director of Marketing Director of Sales Training Co-founder Director of Business Development Sales Manager Director, Sales Operations Demand Generation Director, Sales Enablement CEO Inside Sales Manager RVP Sales Sales Engineering Manager Marketing Director Sales Enablement Manager Sr. Vice President SDR Team Lead Regional Director of Sales COO Marketing Manager Sales Training Manager Vice President Regional Director of Business Development Sr. Sales Manager Sales Operations Manager National Marketing Manager Sales Trainer Director of Strategy Business Development Manager Sales VP Business Operations Manager Content Strategist General Manager Business Development Director Territory Manager Sales Engineering Consultant VP of Innovation Business Development Rep Sales Director Data Operations VP of HR Senior AE Operations Analyst VP Customer Success AE CTO
  23. 23. REFERRALS FROM THE BOTTOM UP ARE SURPRISINGLY EFFECTIVE -SAM NELSON
  24. 24. Executing on the Referral
  25. 25. Getting most out of initial name drop
  26. 26. What is this magic referral sequence first email?
  27. 27. Traditional but SHORT prospecting emails
  28. 28. Reference initial referral again and why you need to meet
  29. 29. A referral is a workflow-stopping event. Reach out to referral and put in referral sequence within 4 minutes of receiving it -SAM NELSON
  30. 30. What do I say when I call?
  31. 31. Q&A
  32. 32. Happy Hunting!

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