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. 13:18

   solved that same problem and then maybe giving them an example of a customer that we've worked with. And then the day before that meeting, I'll bump that and just remind them. They'll probably look at their calendar for the next day. I've got this meeting. What's it about? “So I want to share again, this is who I'm meeting with. This is why I should care.” And I'm going to get something out of it. So that's the goal of when I'm sending a follow-up. So let's say in the best case scenario, they show up. You're fine. In the slightly worst case scenario, they will say, Anthony, one day before, I actually can't make this meeting.

   In Pre-meeting value setting

4. 16:30

   it up. So I'm curious, do you have similar problem statements then mapped out for competitors like CultureAmp or 15.5 or whoever it might be? If I know someone is on CultureAmp or 15.5, I'll create a similar problem. We call them “a defensible differentiator. So something I know that 15.5 or CultureAmp can't do that” I know is important to solving that problem. So I'll create that in my sequences as well. So could we use that as an example? So let's say that you have someone saying, I'm on CultureAmp. What might be a defensible differentiator? And can you walk us through how you'd weave

   In Competitive differentiation

5. 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

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