Creating a Cadence for Top-of-Funnel Growth

© 2020 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Presented by
Julie Thomas, President & CEO
Chad Sanderson, Managing Partner
Complimentary webinar
March 19, 2020
How toCreatea
SalesCadenceto
DriveTop-of-Funnel
Growth
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Chad Sanderson
Managing Partner, ValueSelling Associates
WelcomeSpecial Guest

Let’s Start with
a Question
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
82%
1: PERSPECTIVE
of buyers accept meetings with sellers
who reach out to them
71%
of buyers want to hear from sellers who
can help them solve THEIR problems
- Top Performance in Sales Prospecting Benchmark Report

Top Three
Reasons Your
Prospecting May
Be Ineffective
69%
2: CONTENT
95%
- Demand Gen Report
- HubSpot Survey – 2018
Chances are your content is about you,
not your buyer – of buyers say
they respond to primary research
relevant to THEIR business
of buyers chose a vendor that provided
content to navigate each stage of the
buying process

Top Three
Reasons Your
Prospecting May
Be Ineffective
3: QUALITY OF CONTENT
- HubSpot Survey 2018
- Gong Labs Report
Discussing 3-4 buyer problems correlate
with the highest likelihood of advancing a
deal to a firm next step
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%)

© 2020 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®© 2020 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Priming Memory

Focus

Vortex Sphere of
Engagement™

Proper Preparation – Mindset

Proper Preparation – Research

Time Blocking –
It’s What’s For Dinner

Uncovering Value Means
Asking Informed Questions

How to Increase
Focus
TimeBlocking–
It’sWhat’s
ForDinner.
─Research
• 15 – 20 minutes on industry
• 10 minutes on company
• 10 minutes on person

How to Increase
Focus
TimeBlocking–
It’sWhat’s
ForDinner.
─Cadence Creation
• Strategically choreograph your outreach
─Call Blocks
• Every day, no exception
─Email Personalization
─Social Interactions
─CRM Updating and Data Analysis

Proper Preparation – Tech Stack

Proper Preparation – List Preparation

What? The
Lead Didn’t
Convert?
82%Sellers say less than of leads
provided by marketing convert to an
opportunity.
96% of buyers of buyers say they’re
influenced by sellers who focus on the
value they can deliver; are
influenced by sellers who collaborate
with them
93%
- RAIN Group Survey
- Spotio Survey – 2018

What? The
Lead Didn’t
Convert?
• Prospecting efforts must connect to
your sales methodology, not your
sales process
• Lack of common language creates
friction you can avoid
• Without the connection, there are
gaps and these gaps eviscerate your
leads

Build Pipeline and Increase Velocity
Within a High Volume Environment
SELLEDUCATE CLOSEQUALIFY
Revenue Funnel
The Natural Break Point
FIND

#friendsdontletfriendsprospectalone
Friends don’t let friends
prospect alone

Developing Sales Cadences

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

Vortex Cadences
Content
Mere Exposure Effect A – I – M
SocialInt1
SocialInt2
Email1
Call1
Call2
Email2
Call3
Voicemail1
Email3
SocailInt3
Call4
Voicemail2
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

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

Questions?

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to download today’s slides
At the end of today’s webinar

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March 26, 2020| 1:00 PM Pacific
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Keep it simple. Drive results.
Thank you!
Chad Sanderson
+1 303 834 5932
chad.sanderson@valueselling.com
in/chadsanderson @sandersonc
Julie Thomas
+1 858 759 7954
julie.thomas@valueselling.com
in/julieathomas ValueSellingAssociates

Creating a Cadence for Top-of-Funnel Growth

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