Adding discipline into your sales process (Anthony Natoli, Enterprise Account Executive @ Lattice)

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1. 3:19

   Number one, use a five step process to organize your prospecting and stop winging it for good. An example on Monday, go account based and choose five to seven accounts plus or minus a few depending on how many accounts you own and focus on those for the week. Also on Monday, spend 30 minutes finding three to five prospects per account and verify their “email and number before sequencing them.” Five minutes later, enroll them in a persona specific sequence based on problem statements. Then spend five to 10 minutes per account finding a relevant trigger, whether that be persona or account specific to use as your anchor for why you're reaching out. into specific niche time blocks.

   In Contact verification

2. 3:30

   Also on Monday, spend 30 minutes finding three to five prospects per account and verify their email and number before sequencing them. Five minutes later, enroll them in a persona specific sequence based on problem statements. Then spend five to 10 minutes per account finding a relevant trigger, whether that be “persona or account specific to use as your anchor for why you're reaching out.” into specific niche time blocks. For example, Tuesday morning, I'll execute a 30 minute call block. And during the 30 minutes, I'm only making calls. Same for emails, voicemails and follow up, etc. Beautiful. What's number two? Number two, create a problem statement framework to scale relevancy in your cold calls and emails.

   In Trigger-based personalization

3. 4:37

   And at the end of the day, prospects are booking meetings and buying software based on problems. So let's outbound with that in mind. Beautiful. Round us out, Anthony. What's number three? The first three emails of your sequence should be a thread of a relevant intro, a relevant bump and social proof. Here's an example. “Email number one, you want to introduce the problem you are solving relevant to the persona” and use a close ended CTA like, is this on your radar at all? Email number two, you want to bump that initial email with relevant context. So something like, any thoughts on this considering, given, knowing, and then inserting that relevant observation. Email number three is going to be a reply.

   In Cold email opening lines

4. 4:42

   So let's outbound with that in mind. Beautiful. Round us out, Anthony. What's number three? The first three emails of your sequence should be a thread of a relevant intro, a relevant bump and social proof. Here's an example. Email number one, you want to introduce the problem you are solving relevant to the persona “and use a close ended CTA like, is this on your radar at all?” Email number two, you want to bump that initial email with relevant context. So something like, any thoughts on this considering, given, knowing, and then inserting that relevant observation. Email number three is going to be a reply. Apply to those first two emails using social proof of how you've solved that problem in the past.

   In Cold email calls to action

5. 22:38

   about, hey, you'd mentioned that there's a gap with this thing and it's preventing you from doing this. And if you could do that thing, it would mean X, Y, and Z. I want to share like Reddit, for example, they were experiencing something similar and this is what they were able to “accomplish with Lattice. And then trying to sell them on that value rather than everything that's” going well. Lattice can do all that. But let me dig into what's missing with you today and why companies are making the switch. Anthony, one thing that both you and I have experience in is we both sold to HR. You're selling to HR. I did a pave as well. And HR is oftentimes a

   In Outcome-based value propositions

6. 26:21

   Then what I did was I went through my accounts and I filtered things like previous closed lost ops. If there wasn't previous closed lost ops, I would go into my sales engagement tool and I'd look at who's ever opened an email, who's replied to an email, who answered a cold call, right? “And I will start to prioritize those individuals at those accounts to start to prospect.” And then what I was able to quickly do is use the problems that I know those personas had and use that in my outreach without having to be a product knowledge expert. So that's how I went about it. And then I'd use actionable tip number one. I would select five to seven accounts per week and I still do that. I literally did that this morning.

   In Personalization prioritization

7. 27:44

   because those are going to be your highest value opportunities. If you can get someone to validate that they're working on this problem, the chances of them closing are higher than you just booking a meeting to book a meeting based on product and feature type emails or just spray and pray approach, if you will, “or random personalization that doesn't relate to what you solve.” Can you talk to me about the daily schedule that you commit to? Because I know we were talking in the pre-show, like you've recently committed to like sort of going through this fitness transformation where you're exercising more and you're also ramping in a new job. And I know you're also really active on LinkedIn.

   In Personalization evidence standards