Navigating the nuances of a hero's journey (Adam Wainwright, Sr. Director of Sales @ Clari )

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1. 3:33

   introduction to the CRO or perhaps an audience as a good next step. And then you might say something like, are we aligned on that as a good outcome for today? Beautiful. What's number two? So number two is that we want to effectively chapter as best we can the content that we're sending in our emails. “And the reason why is because the recipients who are getting our emails is we're helping” our audience evaluate what we're doing and we're really trying to sell them on next steps. They may not necessarily have all the time in the world to read the length of our email. And so if we organize the email in a way, we're actually chapterizing some of the content that's coming through. A, it gives us an opportunity to maybe write a little bit longer of an email, a little more detail.

   In Cold email calls to action

2. 3:37

   And then you might say something like, are we aligned on that as a good outcome for today? Beautiful. What's number two? So number two is that we want to effectively chapter as best we can the content that we're sending in our emails. And the reason why is because the recipients who are getting our emails is we're helping “our audience evaluate what we're doing and we're really trying to sell them on next steps.” They may not necessarily have all the time in the world to read the length of our email. And so if we organize the email in a way, we're actually chapterizing some of the content that's coming through. A, it gives us an opportunity to maybe write a little bit longer of an email, a little more detail. But more importantly, when I open that email up and if I'm an executive buyer and I can

   In Offer and messaging

3. 6:21

   yeah, if you could solve some of those things, right, I would be interested in where this goes. If you can get them to do that in the first, let's call it 12 minutes, then when you're actually, perhaps you're demoing, or maybe you're doing more of a deep structural unpacking of how their business operates. And so then you're now, you're literally mapping that pain to value in the “So you're thinking left to right, what's the pain? I'm going to show them” how we solve it and I'm going to ask them to corroborate that there's a solution that I've just shown them. That is how you're controlling for the yes momentum. And the good news is, is if you've teed up that pain menu in the right way and you've gotten them that first yes to say,

   In Mechanism-led messaging

4. 13:46

   So now you're effectively selling the value. And now you've got the early lattice work for a future follow-up business objectives slash where we're going to help kind of slide into our asset that you may use in the following. What we learned, how we can help. Then the third one, I'm sneaky. Sometimes you do one of two things. “You can either end it with sort of the call to action.” Hey, based on what we've discussed, this is what we had agreed that we would go ahead and do. In the context of that, when you're suggesting times, always manually suggest no more than two times. I don't want them to have to go search their calendar for Monday, Tuesday, Wednesday, Thursday, Friday, slot three, slot four, slot, just two examples. But the bonus chapter might be one of two.

   In Follow-up value progression

5. 28:41

   What are the other common trade levers that you like to pull as a seller? Yeah, that's an awesome question. For me, it's about five. MSA DPA is one of them. Multi-year contracting is another one. Factoring in growth. So additional users downstream or “additional consumption of data, whatever it may be for your product. A voice of customer. Hey,” if I can put you in touch with my marketing team, maybe we can capture a quote. So the marketing side. My favorite is accelerated timeline. Hey, look, if we can do a deal in the next 2 weeks, I've got a ton of leverage internally. And so if I can chalk up an accelerated deal versus a non-accelerated deal,

   In Recruiting customer advocates

6. 34:18

   Number two, at the end of that first call, do the play by play recap of the strike zone of problems that you've identified and look for the nod as you do the recap. Number three, the recap email. There are a couple chapters of it. “It's what we learned, how we can help sometimes, inputs that could help us build a proposal” and the sequence of events that happen next. And then lastly, number four, at the end of the technical validation call, you need to send them an email from your sales engineer that has a big green light and it says, yes,

   In Sales handoff brief

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