Playbook: How to be a machine

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1. 7:45

   actually do is I create calendar blocks on my calendar to fill in those to-do items. I'm not thinking about, oh, what do I have to do next? It's two thirty. My meeting just got out early. What am I going to do? I know exactly what I'm doing next. What else are you doing with your calendar? All righty. So eight to three p.m. Again, your golden hours. “I'm blocking out at least two hours to dial depending on if you're an A.E. or an S.D.R.” The moment I see a day that starts getting heavy and it starts getting crowded, I'm going to block those dial blitzes on my calendar. It's very unrealistic to have the same dial blitz time every single day because you don't know when a customer is going to want to meet with you.

   In Call block structure

2. 7:45

   actually do is I create calendar blocks on my calendar to fill in those to-do items. I'm not thinking about, oh, what do I have to do next? It's two thirty. My meeting just got out early. What am I going to do? I know exactly what I'm doing next. What else are you doing with your calendar? All righty. So eight to three p.m. Again, your golden hours. “I'm blocking out at least two hours to dial depending on if you're an A.E. or an S.D.R.” The moment I see a day that starts getting heavy and it starts getting crowded, I'm going to block those dial blitzes on my calendar. It's very unrealistic to have the same dial blitz time every single day because you don't know when a customer is going to want to meet with you.

   In Call timing and call blocks

3. 13:02

   on your brain, is know the path for everything that you do. For example, if I know I need to work 50 accounts, I can break that into chronological steps. And so that might be, I need to find 50 accounts, I need to research 50 accounts along the way, “I need to find the contacts on those accounts, and then I need to tailor the emails on those” accounts. And what people will do is they'll find one account, they'll find the contacts on the account, which is on ZoomInfo, but the accounts were in Salesforce or in CrunchBase or PitchBook, and then they'll go into outreach and they'll try to go into an email and try to tailor that thing. And they're going to context switch four times to work one account.

   In Account-contact mapping

4. 14:03

   I'm going to write what I see. Then on the next day, I've got those 25 accounts in my name. Now I'm going to find the contacts. And all I'm doing is I got two tabs. I got Salesforce and I got my ZoomInfo open, and I'm going to go bam, bam, bam, bam. And I'm going to hit every single one of those. And then on Wednesday, I'm going to pull up that same research that I got on Monday. “And now I'm going to tailor the emails.” And I already have the research done, and I'm going to get in momentum of tailoring the emails. And that's how you get 50 accounts a week. This actually really hurt me when I was in SDR doing the opposite of this, because I would go into this rabbit hole of research and learning about an account that I found. So you're talking about focused in on just getting 50 accounts.

   In Cold email personalization

5. 14:38

   So you're talking about focused in on just getting 50 accounts. What I used to do is I'd find an account, and then I'd be looking up the CFO of that account. And I'd say, oh, they went to USC, or, oh, wow, this is actually a really interesting startup. And I'd go down this rabbit hole of learning about a random account for an hour. “And then you finish an hour, and all you have to show for it is that you know a lot about” Carta and its backstory. Well, that doesn't really do you any good. Exactly. And so let's talk about drawing 80-20 lines. So I've mapped out the steps. And the idea is similar to Ryan Reister's episode on buckets, is I'm going to dequeue as much as possible up front. And so I'm going to stack my clicks.

   In Account research timeboxing

6. 15:48

   1- Stack rank your disqualifiers first, then stack rank your research points. 2- Get your top 2, 3, or 4 buying triggers, and know exactly where you're going to need to look for them. 3- Optimize your click path, switching tabs as few times as possible. “Once you find 2 or 3 research points, stop.” If it's taking you more than your normal amount of time to find any of this information, like you're having to research and research and research to find these 3 points, or you know you're supposed to call the CFO but you can't find the CFO and you're looking and you've

   In Account research timeboxing

7. 16:47

   spend an hour and a half trying to find the CFO of a random manufacturing company in Nebraska. Move on to a different account, you gotta draw some lines there. Now, one of the other things we talked about again that goes in line with the 80-20 is when you're researching the contacts at these accounts is, 80-20 this too! “You might have 5 different buying personas, but if 90% of your business comes from just” the CIO, you should just be looking for CIOs and only going after those people. Yes, you're going to miss out on some deals by not calling the CFO and the VP of sales at these random accounts, but for each CFO that you don't call, that's another CIO that you could call and you recognize there's a better return on those people.

   In Buyer and user personas

8. 19:55

   I have two places as a rep that I look. I look at my outreach tasks or your sales loft tasks or your sales force tasks, whatever you need. And then I have a separate sticky note that I use or a reminders list that I use for anything that doesn't fit inside of outreach. Okay? And so here are a couple of examples. “If you handled an objection that you want to follow up with next week, make sure you” You have a follow-up sequence or you make a follow-up task. If you sent out a proposal and you know in three days you're going to need to follow up with it, don't force yourself to remember that. Make a task for three days later to follow up. And then the last piece is you're going to have all these tasks together. And again, the beauty of this is you can time block it.

   In Reply-based branching

9. 25:26

   First, we talked about the morning routine. Wake up on the first news, read for a bit, do some exercise, make your bed, clean some dishes, do what you got to do. Start the day on your terms. Number one rule. Number two, plan your attack. Plan your sales week, your eight to three golden hours, your three to six admin hours. Make sure that you have “a step-by-step breakdown in 80-20 lines and predefine that decision criteria before you” even research one account. Then number three, we talked about attacking your plan. Crank the wheel, close your email, close your slack. You got to make sure that you eliminate decision fatigue, live your life out of tasks and events. Everything you do, make sure you have a task for it. Never remember anything. And then number four, you got to cut the noise out of your life. You got to

   In Account research checklist