2. Did you know?
of leads are never called
More than
30%
The Art of Cold Calling | And the science of
Contact Ratio’s – Insidesales.com
3. Where does Sales Development fit in the sales cycle
Marketing SalesSales Development
4. Sales Development Fuels the Growth of the Company
FY2004
17 SDRs
2 BDRs
FY2006
55 SDRs
22 BDRs
FY2008
110 SDRs
70 BDRs
FY2010
144 SDRs
133 BDRs
Sales Dev Contributed
40% of Global Pipeline
FY2016
75 CITs
275 SDRs
325 BDRs
8. Sales Development Organisation
Customer Intelligence
Trainee
Identify target accounts
Add/Update Contacts
Aligned with Marketing and BDR
Quality Data for prospecting
Leads Assignment for BDR
Training ground for future SDRs
Sales Representative
24 hour turn-around SLA on leads
Create a lead for every response &
first SR to “touch” (reach out to) a
prospect owns the lead
Five to ten activities before archiving
Once Archived, the lead continues to
be touched through the Marketing
Nurture drip campaign
Business Development
Rep
Generating Leads and Opportunities
through outbound, strategic &
targeted prospecting into large
companies
Strategic calling to leverage
business from new and established
customers
Achieving monthly Quota of
Qualified Opportunities
9. The Sales Development Team
Customer Intelligence
Trainee
Sales Representative Business Development Rep
2-3 years
experience
Graduate 1-2 years
experience
11. Homework – It all starts here
This will set the stage for you to ask the right questions
Spend time looking at the prospect’s website for clues
Business Activities (Sales & Service)
Marketing Channels e.g. social links (Sales, Marketing &
Service)
Latest News
Logins (Communities)
Various Branches/Locations
LinkedIn Profile
Did the prospect work for a Salesforce customer?
12. Is it a good time to talk?
Why them, why now? – It’s
about them – so let them talk
away!
Why should they talk to you?
What agree on next steps –
E.g. a discovery call with the
AE
Upfront Contract – Setting Expectations
13. Qualification Questions
What Pains do they have?
• L1 – Challenges (Challenges)
• L2 Business Impact (Quantify, if possible –
USD/EUR value)
• L3 Personal Impact
Business Description
What inspired them to learn about Salesforce?
Who initiated the investigation of CRM
(inbound) – was it a KDM?
How do they Find, Win and Keep their
customers?
What tools/infrastructure are they using e.g.
Excel Spreadsheets
You can’t know enough
14. Qualification Questions
Compelling
Event!
What priority does solving the previously mentioned
pains have?
Timeline to solve the problem - ask why the time is
x months/weeks?
What happens if you don’t solve these problem in
the given time?
Identify the consequences
NEW
Have they looked
at other
solutions?
15. Qualification Questions
How many full time employees to you have?
What do they do/ which divisions do you have?
Do you have any external agents or partners?
Budget: Has it been discussed?
Decision Making Process: Who needs to be involved?
Are we talking to the right people?
Keep the “champion” on your side.
Grow your opportunity with the right questions
16. Qualification Questions
Number of users and in which capacity?
What have you done to solve your problems?
What happens if you don’t act now/in the near future?
Alternative solutions looked at?
Secure the next steps – Disco with a specific time/date and person (get the KDM involved).
Red Flags: Key objections, points emphasized or ice-breakers
17. Qualification Hurdles
Price: Avoid discussions around price, but position Salesforce as a premium brand
Competitive Analysis: Position the platform (end to end CRM) advantage and avoid a feature
battle
Security: Use Standard Bank as a reference client with high security standard
Explain the multi tenancy model we use
Don’t be afraid to challenge the prospect e.g. strip-line
Be cautious with “time wasters” e.g. some consultants who act as gate keepers
Gate Keepers: Be creative and confident with the value of your phone call
Things that you should prepare yourself for
18. Qualification Hurdles
Never waste a call – always gather some sort of valuable
information, even if you don’t have a qualification call.
E.g. mobile number, email address etc.
If you don’t know something, tell the prospect that you
don’t know and make sure to follow up.
Be confident, use “their language” and show value from
the first second!
21. Sales Development Motivation
Remuneration
70% fixed and 30%
commission based on:
Revenue Performance of
VP [50%]
Personal Performance
[50%]
Career
Merit based career
progression.
Move from CIT to SR to
EBR
Sales Development as
grooming ground for AE
population
SPIFFS
High Energy
Focus
Campaigns
Recognition
22. Four Pillars of Success
Marketing Alignment Focus Activity Driven Sales Alignment
23. Marketing Alignment: Look for Lead Trends
Lead Flow
Lead Mix
Conversion Rates
Created Pipeline
Accepted Pipeline
RevenueCampaigns
Report on and analyse
Brand
Awareness
24. Focus: Dashboards and Reporting
Daily Activities
Lead Rigor
Pipeline Created
Number of Opps
Pipeline Closed
Etc…
25. `
Email &
Phone
Call
Email &
Phone
Call
Email &
Phone
Call
Email &
Phone
Call
Email &
Phone
Call
Marketing
Nurture
Day 1 Day 3 Day 5 Day 12 Day 19 Day 26+
Activity Driven: Politely Persistent
27. ``
We Use Dashboards to Manage Accountability
Reps don’t have too many working leads
Ensure quality of work
Monitor that leads are receiving follow-up
Maximize every selling moment
Reps aren’t archiving leads without first following
up with them
28. Collaboration/ Planning
Team Work / High Activity
Recognise Success
Fun / Team Spirit
Growth/Productivity
Sales Development: High performing team
