How to double pipeline generation without buying a single tool. Build a streamlined process that eliminates waste and enables your sales team to be productive every hour of every day. As presented at the AA-ISP Leadership Summit in Chicago on April 21, 2016.

1. #LS16
Replystream, Inc.
Ken Jisser, VP Sales & Services
ken@replystream.com
www.aa-isp.org/chapter.php?id=17
www.linkedin.com/in/kenjisser
@KenJisser
10 Stepsto
Guided Selling

2. 10 Steps to Guided Selling
1. Ideal Customer Profile
2. Ideal Contact Profile
3. Build Fuel Lines
4. Follow-up Process
5. Playbook and Plays
6. Conversation Guide
7. Conversion Rates
8. Training & Education
9. Monitor Progress
10.Retain Team
No purchases,
but some
assembly
required...

3. Step 1: Define the Ideal Customer Profile
● Gather 100% of customers
○ Customer data can be in multiple systems
○ Customer data is often missing key attributes
● Enrich customer organization data
○ Company data is free and available
○ Incomplete data is no longer an excuse
● Empirically describe your target organization(s)
○ Breakdown company data by size, and/or industry
○ Leverage NAICS codes when possible
● Segment and prioritize your addressable market
○ Put all the ICP data back into Salesforce
○ Be proactive to build target lists for your team
Very Board &
CEO friendly...

4. Step 2: Define the Ideal Contact Profile
● Gather 100% of customer contacts
○ All contacts associated with customers
○ Extract contacts and prepare for data enrichment
● Enrich contact data
○ Enrich contact data manually or match & append
○ 3rd party providers and free sources: Netprospex,
Zoominfo, Data.com, DiscoverOrg, Linkedin..
● Empirically describe your target contacts
○ Breakdown by level, function, and role
○ Define taxonomy of key titles; use for list building
○ Define personas; key messaging for various targets
‘Calculate’ your
Personas...

5. Ideal Customer Profile = Understand your TAM

6. Step 3: Build Marketing Generated “Fuel Lines”
Fuel Line 1:
Trials & Inquiries
Fuel Line 2: Marketing
Requests
Fuel Line 4:
Sales Targeted
Fuel Line 3: In-Person
Events
Display Advertising
SEM
Social
Public Relations
Download
Website
Content Syndication
Webinar
Blog
Partner Webinar
Branded Event
Field Event
Partner Event
Contact Us
Trade Show
Community Event
Researched Contacts
List Import Cold Call
Partner ReferralEmail Send
Quote Request
Inbound Call

7. Step 4: Lead & Activity Management Process
Campaigns Leads
Accounts
Opportunities
Contacts
Execute
Program
Capture
Lead
Route
Lead
Remove
Dupes &
Bad Data
Develop
Lead
Complete
Meeting
Convert
Lead
Create
Opportunity
Close
Opportunity
SALESFORCEMARKETING
SALES
DEVELOPMENT
SALES
New
Customer

8. Step 5: Playbook and Plays...
● Personas
● Value propositions
● Use-cases
● Customer references
● Discovery questions
● Qualification criteria
● Objections & rebuttals
● Next step...

9. Step 6: Conversation Guide
All the stuff
you need,
none of the
garbage you
don’t...

10. Step 7: Conversion Waterfall
Conversations
Scheduled Meetings
Completed Meetings
Call Attempts 1,000
60
17
15
Created Opportunities
Annual Contract Value$27,500
$82,500 Total ACV
Email Sends 1,000
3Closed Opportunities
Summary:
● Per SDR/ISR
● Per month
1 of 17 calls
2 of 7 conversations
9 of 10 scheduled meetings
2 of 3 completed meetings
3 of 10 created opportunities
10
28%
6%
90%
66%
30%

11. Step 8: Training, Coaching & Development
● Train to playbooks and plays
○ Existing customers are the best teachers
○ Learn what successful salespeople do and say
● Coach to conversation guides
○ Use real-world live situations
○ Lead by example
● Develop talent by challenging status quo
○ Don’t ignore convention; do the opposite
○ Get people out of their comfort zone often
● Hold accountable to conversion rates
○ Provide guidance on expected results
○ Set expectations that keep the process tight
Consistently
and daily...

12. Step 9: Monitor progress
People
respect
what you
inspect...

13. Step 10: Retain Team
Reward people
for doing the
right things...
= +

14. 10 Steps to Guided Selling
1. Ideal Customer Profile
2. Ideal Contact Profile
3. Build Fuel Lines
4. Follow-up Process
5. Playbook and Plays
6. Conversation Guide
7. Conversion Rates
8. Training & Education
9. Monitor Progress
10.Retain Team
Recap and
Results...
200%

15. #LS16
Replystream, Inc.
Ken Jisser, VP Sales & Services
ken@replystream.com
www.aa-isp.org/chapter.php?id=17
www.linkedin.com/in/kenjisser
@KenJisser
10 Stepsto
Guided Selling

16. #LS16