Module 1 – Setting the Foundation for Prospecting

Objective:

To help aspiring sales professionals understand the mindset, planning, and structure needed
before beginning any outbound prospecting efforts.

1. Understanding the Sales Funnel

Concept:

The sales funnel represents the buyer journey. It includes stages like Awareness, Interest,
Consideration, Decision, and Purchase. As a salesperson, your job is to fill the top of the
funnel with quality leads who are more likely to move down to conversion.

Why it is important:

If the top of your funnel is empty or filled with poor-quality leads, your chances of closing
deals drastically reduce. Having the right volume and quality of leads ensures predictable
revenue.

How to do it:

●​ Identify your target market and ideal customer profile (ICP)​

●​ Use tools like LinkedIn Sales Navigator or Apollo to gather contact information​

●​ Research to make sure the lead fits your ICP criteria​

Actionable Assessment:

●​ List 3 companies in your target industry​

●​ Define their key attributes like size, location, and business model​

●​ Identify 2 ideal roles or titles to target from each company​

●​ Justify why these roles are your ideal buyers​

2. Time Management and Activity Planning
Concept:

Successful prospecting requires consistent effort. You cannot just prospect when you have
time. You need to block time every day to fill your funnel.

Why it is important:

Salespeople often get distracted by reactive work. Without protected time for prospecting,
the funnel dries up and future pipeline suffers.

How to do it:

●​ Use time-blocking: reserve 60 to 90 minutes each day for pure prospecting​

●​ Track your outreach activities: emails, calls, LinkedIn touches​

●​ Use CRM or a spreadsheet to monitor volume and conversions​

Actionable Assessment:

●​ Create a weekly calendar where you block 90 minutes daily for prospecting​

●​ List 5 tasks to be done during that time: researching, emailing, calling, follow-ups,
LinkedIn engagement​

3. Building Your Ideal Customer Profile (ICP)

Concept:

ICP is a detailed description of the type of company and decision-maker who benefits most
from your product or service.

Why it is important:

Targeting the wrong people wastes time and effort. A clear ICP helps you focus only on
those who are likely to buy.

How to do it:

●​ Segment by industry, company size, geography, revenue range​

 ●​ Define buyer personas: decision-makers and influencers​

●​ Use real customer data to refine your ICP​

Actionable Assessment:

●​ Write a 3-line description of your ICP​

●​ Mention industry, company size, role/title, and pain points they usually face​

●​ Identify 3 ways your product helps solve those pain points​

4. Crafting Value-Based Messaging

Concept:

Your outreach messages should talk about how you can add value to the prospect, not about
your product features.

Why it is important:

Prospects get hundreds of messages daily. They ignore most of them. A value-based
message stands out and earns attention.

How to do it:

●​ Start by identifying common challenges your ICP faces​

●​ Craft messaging around outcomes, not features​

●​ Use a 3-line format: trigger, value, call to action​

Actionable Assessment:

●​ Pick a company in your ICP​

●​ Write a cold email using this structure:​

○​ Line 1: Mention a relevant trigger or insight (news, growth, hiring)​

○​ Line 2: Explain how your product helps solve a related challenge​

 ○​ Line 3: Ask a low-friction question to start the conversation​

5. Leveraging Multiple Channels

Concept:

Modern prospecting is multi-channel. You cannot rely only on emails or only on calls. Use a
mix of email, LinkedIn, cold calls, and voice notes.

Why it is important:

People respond to different channels. Using a mix increases your chances of connecting
with them.

How to do it:

●​ Follow a structured sequence: Email on Day 1, Call on Day 2, LinkedIn message on

Day 3, etc.​

●​ Track which channel gets more responses for your target audience​

●​ Use tools like HubSpot Sequences or [Link] to automate where needed​

Actionable Assessment:

●​ Create a 5-day outreach sequence for one ICP​

●​ Example:​

○​ Day 1: Email​

○​ Day 2: LinkedIn connect request​

○​ Day 3: Call and voicemail​

○​ Day 4: LinkedIn voice note​

○​ Day 5: Breakup email or video message​

6. Measuring What Matters
Concept:

Track your outreach efforts by metrics that matter: connects, replies, meetings booked, and
conversions.

Why it is important:

Without data, you cannot improve. Numbers tell you what is working and what is not.

How to do it:

●​ Use a basic spreadsheet or CRM to log daily activities​

●​ Track: Emails sent, Calls made, LinkedIn touches, Responses, Meetings booked​

●​ Calculate your conversion rate at each step​

Actionable Assessment:

●​ Track your last 5 days of outbound efforts​

●​ Fill this table:​

Metric Total

Emails Sent

Calls Made

LinkedIn
Messages

Replies Received

Meetings Booked

●​ ​
Reflect: Which channel gave you the highest return?​
Final Weekly Challenge
Combine everything into a live campaign. Pick 5 companies in your ICP and run a complete
outreach campaign using:

●​ Time-blocking​

●​ ICP targeting​

●​ Multi-channel strategy​

●​ Value-based messaging​

●​ Performance tracking​

Submit:

●​ ICP profile​

●​ 5-day outreach sequence​

●​ Messaging samples​

●​ Metrics tracked
Module 2: Writing Messaging That Gets Responses
Objective:

To learn how to write high-impact, personalised sales messages that speak to the prospect’s
business problems and generate responses across email, LinkedIn, and phone.

1. The Purpose of Prospecting Messaging

Concept:

Prospecting messages are not meant to sell the product. They are meant to start a
conversation.

Why it is important:

Most people try to pitch their product in the first message. This causes immediate disinterest.
Your goal is to show relevance and get the prospect to reply.

How to do it:

●​ Think of your message as a door-opener, not a closer​

●​ Focus on relevance, not your features​

●​ Write in a way that sparks interest and shows business impact​

Actionable Assessment:

Take a message you have recently sent. Rewrite it using this principle:

●​ Remove any product explanation​

●​ Focus only on the challenge and curiosity​

●​ End with a simple, non-threatening ask (like “Worth a chat?”)​

2. The 3-Line Messaging Framework

Concept:

This is John Barrows’ proven structure to craft concise and relevant messages:
 ●​ Line 1: Personalised trigger​

●​ Line 2: Value proposition​

●​ Line 3: Call to action​

Why it is important:

Prospects scan messages quickly. This format ensures each line has a clear purpose and
builds relevance without overwhelming.

How to do it:

●​ Line 1: Mention something specific to the prospect (recent funding, hiring trend, tech
stack, market movement)​

●​ Line 2: Show how your solution helps companies like theirs solve a similar problem​

●​ Line 3: Ask a low-pressure question (not “Do you have 15 minutes?” but “Worth
exploring further?”)​

Actionable Assessment:

●​ Choose one company in your ICP​

●​ Find a real trigger event from their LinkedIn or news section​

●​ Write a cold message using this 3-line format​

●​ Share it with a peer or mentor for feedback​

3. Personalisation versus Relevance

Concept:

Do not confuse personalisation with value. A highly personalised message without business
relevance still fails.

Why it is important:

Mentioning a hobby, college, or city without connecting it to a business need does not help
open doors.

How to do it:
 ●​ Use context to tie personalisation with business challenges​

●​ Example: “Saw you are hiring SDRs – often a sign that pipeline is growing. We help
companies enable new SDRs with onboarding tech.”​

Actionable Assessment:

●​ Pick 3 LinkedIn profiles from your target segment​

●​ For each, write one sentence that is both personalised and relevant​

●​ Avoid surface-level details that do not tie to a business need​

4. Subject Lines and First Lines

Concept:

The subject line and first sentence decide if your email will be opened and read.

Why it is important:

If your email is not opened, it does not matter how good the body is. And if the first line is
weak, people stop reading.

How to do it:

●​ Subject lines: Keep it short, curiosity-driven, and relevant (2–3 words max)​

●​ First line: Avoid “Hope you are doing well” or generic intros. Get straight to the point.​

Actionable Assessment:

●​ Write 5 subject lines under 4 words that speak to real business triggers​

●​ Examples:​

○​ “Sales ramp time”​

○​ “Hiring SDRs?”​

○​ “Missed targets?”​

●​ Then write first lines that match these subject lines​

 ●​ Pair subject line + first line into 5 complete email openings​

5. Tailoring Messaging by Persona

Concept:

Different personas care about different outcomes. Tailor the value part of your message to
each role.

Why it is important:

A VP of Sales and a Head of Enablement may both be buyers, but their priorities are
different. One may care about pipeline numbers, the other about training.

How to do it:

●​ Create mini value libraries for each buyer persona​

●​ Think: What KPIs do they care about? What challenges are they likely facing?​

Actionable Assessment:

●​ Pick 3 personas you target (example: VP Sales, SDR Manager, Enablement Head)​

●​ For each, list:​

○​ 2 KPIs they own​

○​ 2 challenges they face​

○​ 2 outcomes your product delivers to help them​

●​ Then write one 3-line email tailored for each persona​

6. What Not to Do in Messaging

Concept:

Avoid common mistakes that reduce reply rates.

Why it is important:
Even well-researched messages can fail if written with the wrong tone, length, or
assumptions.

How to do it:

●​ Avoid long paragraphs and sales jargon​

●​ Do not assume they have a problem​

●​ Never send “Just checking in” or “Bumping this to the top of your inbox”​

Actionable Assessment:

●​ Review 3 emails you have sent recently​

●​ Highlight where:​

○​ You made assumptions​

○​ Used jargon​

○​ Wrote more than 4 sentences​

●​ Rewrite each message using the 3-line format and apply a more conversational tone​

Final Weekly Challenge: Messaging Sprint

Run a messaging sprint for one of your target accounts.

Steps:

1.​ Choose 1 company from your ICP​

2.​ Identify 3 personas within that company​

3.​ Find a recent trigger for each (news, hiring, content shared)​

4.​ Write a 3-line cold message for each persona​

5.​ Send across 3 different channels: Email, LinkedIn, and Cold Call voicemail​

6.​ Track:​
 ○​ Opens​

○​ Replies​

○​ Booked meetings​

Deliverable:​
Submit a sheet with:

●​ Persona details​

●​ Trigger used​

●​ Channel​

●​ Message copy​

●​ Response (if any)

Module 3: Cold Calling Fundamentals
Objective:

To learn how to confidently make cold calls, structure your conversations, handle objections,
and increase your chances of booking meetings.

1. Purpose of a Cold Call

Concept:

The goal of a cold call is not to sell your product. It is to start a meaningful conversation and
ideally, schedule a follow-up meeting.

Why it is important:

Many reps try to sell during the cold call and overwhelm the prospect. Instead, the focus
should be on creating interest and showing relevance quickly.

How to do it:

●​ Start with the mindset: “I am calling to help, not to sell.”​

●​ Shift the goal from pitching to booking a qualified meeting​

●​ Prepare to listen more than you speak​

Actionable Assessment:

Write your cold call goal in one sentence:

“My goal is to book a meeting by helping the prospect see a possible solution to
a real problem they may be facing.”

Record yourself saying it with confidence and clarity.

2. Mindset and Confidence
Concept:

Your tone, energy, and attitude make or break your cold calls. You are not interrupting
people; you are offering value.

Why it is important:

Prospects judge your intent and confidence within the first 10 seconds. If you sound unsure
or scripted, they hang up or push back.

How to do it:

●​ Practice your tonality (sound curious, not pushy)​

●​ Stand while calling to boost energy​

●​ Smile as you speak to project warmth and confidence​

Actionable Assessment:

●​ Record a 1-minute voice note introducing yourself to a fictional prospect​

●​ Playback and ask:​

○​ Do I sound confident?​

○​ Would I talk to me if I received this call?​

●​ Adjust and re-record until it feels natural​

3. Structure of a Cold Call

John Barrows uses a structure called The Framework for cold calls:

A. The Opener

Example:

“Hi Rohan, this is Aman from ABC Tech. Did I catch you at a bad time?”

Why it works:
 ●​ Shows respect for their time​

●​ Creates a psychological pause for attention​

Alternative Opener:

“Hi Rohan, I know I’m calling out of the blue. Can I take 30 seconds to explain
why I called?”

B. The Value Statement

●​ Share a quick one-liner about how you help companies like theirs​

Example:

“We help inside sales teams reduce ramp time by 30 percent through structured
onboarding workflows.”

C. Ask a Problem-Based Question

●​ Don’t pitch, ask:​

“How are you currently ramping up new SDRs?”

D. Handle the Response

●​ If they engage, dig deeper​

●​ If they resist, handle objections (covered in the next section)​

E. Call to Action

●​ Ask for a meeting, not a demo​

“Would it make sense to schedule a 15-minute call next week to explore this?”

Actionable Assessment:

●​ Write your cold call script using the structure above​

●​ Practice it aloud 3 times​

●​ Role-play with a peer or mentor and ask for feedback on clarity and tone​
4. Objection Handling (Common Cold Call Objections)
Concept:

Objections are not rejections. They are signals that the prospect needs more context or is
unsure about something.

Why it is important:

You must stay calm and be prepared, or else you will freeze and lose the opportunity.

How to do it:

Use the Acknowledge – Clarify – Respond method:

●​ Acknowledge: Show empathy​

●​ Clarify: Understand what they really mean​

●​ Respond: Offer a soft next step or new perspective​

Common Objections and Responses:

“I’m not interested.”

“Totally understand. May I ask if that’s because of timing, or does this not align
with a current priority?”

“Send me an email.”

“Happy to. Just to make sure I send something useful, can I ask quickly how
you’re currently handling [pain point]?”

“We already have a solution.”

“That makes sense. Curious – what does that solution do well, and is there any
room for improvement?”

Actionable Assessment:

●​ Write down 3 objections you commonly face​

●​ For each, write one response using Acknowledge – Clarify – Respond​

 ●​ Practise saying them aloud to make them sound natural​

5. Call Metrics and Tracking

Concept:

Cold calling is a numbers game. You must track your inputs and conversion rates to improve.

Why it is important:

If you do not measure, you cannot improve. You will not know if you have a messaging issue
or a targeting issue.

How to do it:

Track daily:

●​ Dials made​

●​ Conversations (actual talk, not just voicemail)​

●​ Connect rate (Conversations ÷ Dials)​

●​ Meetings booked​

Use a CRM, Google Sheet, or tools like Aircall or Outreach

Actionable Assessment:

Track your next 50 cold calls. Fill the table below:

Metric Number

Dials Made

Conversations

Meetings Booked

Connect Rate
(%)
 Meeting Rate (%)

Analyse:

●​ What was your most successful opener?​

●​ What objection did you hear most?​

6. Live Cold Call Practice

Concept:

Learning cold calling is 20 percent theory and 80 percent repetition. Practise makes you
sharp and natural.

Why it is important:

You only get better by making real calls. No script can prepare you for everything.

How to do it:

●​ Create a calling list of 10 prospects​

●​ Use your new script and objection handling techniques​

●​ Focus on your tone, structure, and calmness​

●​ Record calls (if allowed) and review them​

Final Weekly Challenge: 10-Call Execution

1.​ Pick 10 prospects that match your ICP​

2.​ Create your cold call script using:​

○​ Custom opener​

○​ Value statement​

○​ Problem-based question​
 3.​ Make 10 real cold calls in one sitting​

4.​ Track outcomes:​

○​ Conversations held​

○​ Objections received​

○​ Meetings booked​

Deliverable:​
Share a summary of your:

●​ Cold call script​

●​ Key objection-response pairs used​

●​ Outcome metrics
Module 4: Managing the Meeting
Objective:

To learn how to run a discovery or intro meeting with clarity and control, asking the right
questions, qualifying prospects, and setting next steps.

1. Purpose of the Discovery Meeting

Concept:

The goal is not to present your solution but to understand the prospect's needs, challenges,
and goals deeply.

Why it is important:

If you jump into features too early, you lose credibility and miss key information. Great
discovery builds trust and shapes the sale.

How to do it:

●​ Come with a mindset of curiosity, not pitch​

●​ Ask open-ended questions and listen actively​

●​ Focus on the buyer’s world before talking about your product​

Actionable Assessment:

Write your intent for a discovery call in one line:

“I’m here to understand where they are today, where they want to go, and what’s
standing in the way.”
2. Setting the Agenda
Concept:

Always open the meeting by setting expectations and seeking permission to guide the
discussion.

Why it is important:

Prospects feel more comfortable and open up when the meeting has a clear structure.

How to do it:

Start with a 3-part agenda:

1.​ Purpose: “Let’s explore if there’s a mutual fit between your goals and what we offer.”​

2.​ Process: “I’ll ask a few questions to understand your situation, and I’ll also share
what we do.”​

3.​ Outcome: “If it makes sense, we’ll discuss next steps.”​

Ask:

“Does that sound good to you?”

Actionable Assessment:

Write your 3-part agenda for a 30-minute discovery call.​

Practise saying it with a peer and seek feedback on tone and clarity.

3. Discovery Questioning Techniques

Concept:

Use layered questions that go beyond surface-level facts. Focus on pain, impact, process,
and priority.

Why it is important:

Most reps ask generic questions like “What’s your role?” and “What tools do you use?”
These do not uncover true needs.
How to do it:

Structure your discovery around 4 key areas:

A. Pain

“What challenges are you currently facing with onboarding SDRs?”

B. Impact

“How is this impacting ramp time or team productivity?”

C. Process

“How are you handling this today? What tools or steps are involved?”

D. Priority

“Where does this sit among other priorities this quarter?”

Listen for emotional language, delays, budget concerns, and internal politics.

Actionable Assessment:

●​ Pick one of your ICP personas (e.g., Sales Enablement Head)​

●​ Write 2 questions for each of the 4 areas (Pain, Impact, Process, Priority)​

●​ Practise asking them with a peer using role play​

4. Note-Taking and Listening

Concept:

Active listening is more powerful than speaking. Take smart notes to capture key points and
buying signals.

Why it is important:

Good notes show the buyer you care, help you follow up accurately, and guide your proposal
later.

How to do it:
 ●​ Use a note structure like:​

○​ Problem: ____​

○​ Goals: ____​

○​ Timeline: ____​

○​ Risks: ____​

●​ Do not try to write every word. Focus on key insights and exact phrases used by the
buyer.​

Actionable Assessment:

●​ In your next 3 meetings, use this note-taking format​

●​ After each meeting, write a 3-sentence recap and email it to the prospect​

●​ Track how many respond to confirm or add information​

5. Transitioning to the Pitch

Concept:

Only share your solution once you understand the prospect’s world and they agree they
have a problem worth solving.

Why it is important:

If you pitch too early, it feels pushy. If you pitch after confirming a need, it feels relevant and
tailored.

How to do it:

●​ Confirm alignment first:​

“From what I’ve heard, it sounds like [problem] is affecting [outcome]. Does that
sound right?”
 ●​ Then introduce how you can help:​

“We help companies like yours [solve problem] by [solution]. Can I show you
how that works?”

Actionable Assessment:

●​ Take a recent discovery call you had​

●​ Write how you transitioned into the solution part​

●​ Rephrase it using the confirmation-first method​

●​ Practise saying it aloud​

6. Handling Questions and Objections During the
Meeting
Concept:

Not every question is an objection. Answer with empathy and redirect focus when needed.

Why it is important:

If you get defensive or lose structure, the meeting goes off-track. Staying calm builds
authority.

How to do it:

●​ Acknowledge the question​

●​ Briefly answer​

●​ Reframe and return to the discovery​

Example:

“Great question on pricing. We do offer different plans, but it depends on what

you need. If it’s okay, can I ask a couple more questions to see what would fit
best?”

Actionable Assessment:

●​ Write down 3 common objections/questions you get in meetings​

●​ Practise using the Acknowledge – Answer – Reframe approach for each​

●​ Role-play them with a peer​

7. Ending Strong and Setting Next Steps

Concept:

The end of your meeting is where most deals fall apart. Without clear next steps, follow-ups
get ignored.
Why it is important:

Vague endings create confusion and delay. A clear path forward builds momentum.

How to do it:

●​ Recap the conversation in 2–3 lines​

“You’re looking to improve SDR ramp times and reduce manual onboarding
steps. That’s where we can help.”

●​ Ask for a clear next step:​

“Let’s schedule a 30-minute session next week to walk through a customised

plan. What works for you?”

Actionable Assessment:

●​ Review the ending of your last 3 meetings​

●​ Did you confirm next steps with a calendar invite?​

●​ Create a template for your closing recap and call-to-action​

Final Weekly Challenge: Run 3 Discovery Meetings

Steps:

1.​ Book 3 intro calls with qualified prospects​

2.​ Prepare an agenda, discovery questions, and objection responses​

3.​ Take smart notes and send a recap after each meeting​

4.​ Transition to pitch only after confirming alignment​

5.​ Set a next step with a calendar invite​

Deliverable:​
Create a summary sheet for each call:
 ●​ Prospect name and role​

●​ Pain point discovered​

●​ Timeline and urgency​

●​ Objections handled​

●​ Next step booked

Module 5: Cadences and Time Blocking

Objective:

To help you build a repeatable outbound workflow using structured cadences and disciplined
time management, so you stay consistent and productive every day.

1. Why Cadence Matters

Concept:

A cadence is a structured sequence of touchpoints (email, call, LinkedIn, voicemail) used to

engage a prospect over time.

Why it is important:

Most sales reps give up after 1 or 2 touchpoints. But it usually takes 7 to 15 touches to get
a reply. Without a plan, you miss follow-ups and lose leads.

How to do it:

●​ Create a repeatable sequence for outreach (over 10 to 15 business days)​

●​ Vary your messaging and channels​

●​ Space out touchpoints to avoid spamming​

Actionable Assessment:

●​ Review 10 prospects you tried to reach last month​

●​ How many follow-ups did you do per lead?​

●​ Calculate your average number of touches before getting a response​

2. Anatomy of a Sales Cadence

Concept:

A good cadence mixes multiple channels, touch types, and time gaps.

Example: 10-Touch, 15-Day Cadence

Day Touchpoint Channel Notes

1 Email 1 Email Personalised intro

2 Call 1 + VM Phone Refer to the email

3 View + Like LinkedIn Engage with their post

5 Email 2 Email Share relevant insight or resource

6 Call 2 Phone Reference insight sent

8 LinkedIn DM LinkedIn Short message, ask if timing’s right

10 Email 3 Email Case study or ROI mention

12 Call 3 Phone Final attempt

14 Breakup Email Email Ask permission to close the loop

15 Follow + Like LinkedIn Stay in touch passively

How to do it:

●​ Use sales tools (like Outreach, Salesloft, or manually with Google Sheets)​

●​ Personalise the first 2–3 touches​

●​ Use curiosity-driven subject lines and problem-focused messaging​

Actionable Assessment:

●​ Build your own 10-touch cadence for one buyer persona (e.g., HR Head, Revenue
Ops, CMO)​

●​ Include channels, sample message themes, and timing​

●​ Practise entering it into your CRM or cadence tool​

3. Writing Effective Cadence Emails

Concept:

Cadence emails should be short, personalised, and focused on one clear reason to
engage.

Why it is important:

Buyers get 100s of emails. If yours looks like spam or is too long, it will be deleted.

How to do it:

Follow the 3-2-1 Rule:

●​ 3 sentences max​

●​ 2 scrolls on mobile​

●​ 1 clear CTA​

Example Email Structure:

●​ Line 1: Personalised hook (mention their role, post, news)​

●​ Line 2: Value statement tied to a likely pain​

●​ Line 3: Ask for 15 minutes or a reply​

Actionable Assessment:

●​ Pick one ICP​

●​ Write a 3-sentence email for the first touch​

●​ Send it to 3 peers and ask if they’d reply to it​

4. Time Blocking for Prospecting

Concept:

You must control your calendar, or it will control you. Time blocking protects your most
important task: building pipeline.

Why it is important:

Prospecting takes focus. If you only do it between meetings or when you have time, you’ll
never do it consistently.

How to do it:

●​ Block 1 to 2 hours daily just for prospecting​

●​ Divide into short bursts:​

○​ 20 mins: Research and list building​

○​ 20 mins: Writing and sending emails​

○​ 20 mins: Cold calls and LinkedIn​

●​ Use tools like:​

○​ Calendly (for booking)​

○​ Trello/Notion (to track leads)​

○​ Inbox pause or Do Not Disturb (to stay focused)​

Actionable Assessment:

●​ Open your calendar​

●​ Block 1 hour daily for the next 10 workdays​

●​ Label it “Prospecting Power Hour”​

●​ Add a checklist inside:​

○​ Target 10 new prospects​

○​ Send 5 personalised emails​

○​ Make 3 calls​

○​ Engage on LinkedIn​

5. Tracking and Reviewing Your Funnel Metrics

Concept:

Without tracking inputs and results, you cannot improve your funnel performance.

Why it is important:

It shows you what’s working (which touch, which channel, which message), and where your
funnel is leaking.

How to do it:

Track weekly:

●​ Number of new prospects added​

●​ Emails sent​

●​ Calls made​

●​ LinkedIn touches​

●​ Replies received​
 ●​ Meetings booked​

Use simple tools like:

●​ Google Sheet template​

●​ HubSpot CRM​

●​ Outreach/Salesloft reports​

Actionable Assessment:

●​ Create a simple spreadsheet with these columns:​

Date Prospects Emails Calls Made Replie Meetings

Added Sent s Booked

●​ ​
Fill it daily for 2 weeks​

●​ Analyse which day and channel had the best conversion​

Final Weekly Challenge: Design and Run Your Own

Cadence
Steps:

1.​ Pick a persona (e.g., Sales Leader)​

2.​ Build a 10-touch, 15-day cadence with messaging and schedule​

3.​ Time block 1 hour daily for execution​

4.​ Track all touches and responses​

5.​ At the end of the 2 weeks:​

○​ Share number of touches made​

 ○​ Number of replies and meetings booked​

○​ Lessons learned​

Deliverable:​
Submit:

●​ Your complete cadence structure​

●​ Screenshots or copy of 3 best emails or LinkedIn DMs​

●​ Summary of performance​

Summary of Module 5 Key Takeaways:

●​ Cadence is consistency: Multi-touch, multi-channel outreach improves your odds.​

●​ Time blocking is power: Daily prospecting beats random effort.​

●​ Metrics reveal leaks: Track inputs and conversion to scale success.​

●​ Test and refine: Your funnel improves when you iterate your approach.
 Building Essential SDR Skills
1. Understanding the Product

Knowledge is power, especially in sales. One of the most overlooked yet crucial tasks for an
SDR is to have an in-depth understanding of the product. SDRs should take time to
familiarize themselves with the product’s features, benefits, and how it addresses customer
pain points.

How to Learn About the Product:

●​ Use the Product: Engage with the product to understand its functionality and user
experience.
●​ Study Product Resources: Read training materials, FAQs, and attend internal
workshops.
●​ Know the Customer’s Pain Points: Understand what problems the product solves.
●​ Competitive Analysis: Learn how the product compares to competitors.

Creating a Value Dashboard:

●​ Pain points the product solves

●​ Pricing structure
●​ Top features and unique selling propositions
●​ Ideal customer profile
●​ Customer testimonials and case studies
V
2. Researching the Prospect

Before reaching out, an SDR must understand their prospect’s business, challenges, and
needs.

Where to Gather Information:

●​ LinkedIn: Check the prospect’s profile, role, and company updates.

●​ Company Website: Look at their products, news, and leadership.
●​ Industry Reports: Understand their market landscape and trends.
●​ CRM Data: Review past interactions with the company.

Sales Development Representative (SDR) Handbook

3. Qualifying the Prospect

An SDR’s time is limited, and qualifying prospects helps focus efforts on high-potential leads.

Common Qualification Frameworks:

●​ BANT (Budget, Authority, Need, Timeline): Evaluates financial capacity,

decision-making power, problem relevance, and urgency.
●​ CHAMP (Challenges, Authority, Money, Prioritization): Identifies key pain points
and decision-making criteria.
●​ SNAP Selling: Focuses on simplifying decision-making and highlighting value.

4. Outreach Strategies

Personalized Emails:

●​ Address the recipient by name.

●​ Mention a specific challenge relevant to them.
●​ Keep it short and value-driven.

Cold Calls:

●​ Start with a strong opening line to build credibility.

●​ Lead the call by focusing on the prospect’s challenges.
V ●​ Highlight key benefits instead of listing product features.

Social Selling:

●​ Engage with prospect’s content on LinkedIn.

●​ Send connection requests with a personalized message.
●​ Share relevant industry insights to build rapport.

Sales Development Representative (SDR) Handbook

Free Templates
Cold Call Opening Lines

1.​ Credibility Approach: “I’ve worked with companies in [industry] to improve [pain
point]. I’d love to understand your current challenges.”
2.​ Building Connection: “I noticed you’re focused on [industry trend]. We help teams
streamline [specific process] and increase efficiency.”

Voicemail Scripts

1.​ Instilling Urgency: “I wanted to quickly share an opportunity that has helped
companies improve [specific metric] by 20%. Call me back at [phone number].”
2.​ Follow-up Message: “We spoke last week about [solution]. I’d love to explore how
we can support your team. Feel free to reach out.”

Cold Email Templates

1.​ Value Proposition Email:​

​
Hi [Name],​
Given your focus on [specific challenge], I thought you’d be interested in how our
solution has helped [industry leaders] improve [key metric].​
Would love to discuss this further—do you have 10 minutes this week?​
​
V
Sales Cadence Templates

A structured approach improves outreach efficiency:

Example Cadence:

●​ Day 1: Personalized email

●​ Day 3: LinkedIn message
●​ Day 6: Follow-up email
●​ Day 10: Phone call + voicemail
●​ Day 15: Breakup email (if no response)

Sales Development Representative (SDR) Handbook

Final Takeaways: SDR Dos and Don’ts
Dos:

●​ Follow a structured outreach cadence.

●​ Research your prospects thoroughly before reaching out.
●​ Personalize emails, calls, and LinkedIn messages.
●​ Follow up consistently without overwhelming the prospect.
●​ Build relationships rather than pushing for a quick sale.

Don’ts:

●​ Spam prospects with generic messages.

●​ Pitch the product immediately without understanding the prospect’s needs.
●​ Delay responses—speed matters in sales.
●​ Give away too much information in initial conversations.
●​ Be discouraged by rejections—persistence is key.

By following these best practices, SDRs can streamline their sales pipeline, enhance
engagement, and improve conversion rates. Use this handbook as a reference to refine your
outreach and achieve your sales goals!
V
Sales Development Representative (SDR) Handbook
🔧 TOOLS EVERY SDR SHOULD MASTER
1. LinkedIn Sales Navigator

Use: Lead generation, prospect research, social selling

What it is:​
A premium LinkedIn tool designed for B2B sales professionals. It offers advanced search
capabilities, account recommendations, lead lists, and CRM integration.

How SDRs can use it:

●​ Advanced Filters: Filter prospects by title, industry, geography, seniority, function,

company headcount, etc.​

●​ Saved Leads & Accounts: Build custom lead lists and track changes like job moves
or recent activity.​

●​ Buyer Intent Signals: Use “engaged with your content” or “shared experiences”
signals to personalize outreach.​

●​ InMail Messages: Reach out to prospects even if they’re not connected with you.​

Pro Tip:​
Use Boolean search logic (e.g., SDR OR "Sales Development" AND "SaaS") to find
ultra-specific profiles.

2. Crunchbase

Use: Company research, funding intelligence, finding fast-growing startups

What it is:​
A platform for discovering company data, including funding rounds, key executives,
acquisitions, and investor information.

How SDRs can use it:

●​ Track Funding Events: Prioritize outreach to companies that recently raised

capital—they’re more likely to invest in new tools.​

●​ Company Growth Insights: Spot trends like headcount increases, new office
locations, or partnerships.​
 ●​ Build ICP Lists: Search for startups in a particular niche (e.g., FinTech companies
that raised Seed to Series B funding in the past 6 months).​

Pro Tip:​
Pair Crunchbase data with LinkedIn Sales Navigator to go from company-level to
decision-maker-level in minutes.

3. ZoomInfo

Use: Contact discovery, intent data, account-level insights

What it is:​
A go-to-market intelligence platform that provides accurate B2B contact info, buying signals,
technographics, and company data.

How SDRs can use it:

●​ Access Direct Dials & Emails: Identify the right contacts and reach them directly.​

●​ Leverage Intent Signals: Find companies actively researching topics relevant to

your product.​

●​ Reveal Org Charts: Understand the decision-making hierarchy within accounts.​

Pro Tip:​
Use the “Scoops” feature to uncover recent leadership changes or company initiatives, then
tailor your messaging.

4. Lusha

Use: Quick contact enrichment

What it is:​
A Chrome extension and web app that gives SDRs access to verified phone numbers and
emails of prospects.

How SDRs can use it:

●​ Enrich LinkedIn Profiles: Use the browser extension to pull contact data while
browsing LinkedIn.​

●​ Build Lead Lists: Segment leads by company size, industry, role, etc.​
 ●​ Validate Contact Info: Cross-check Lusha data with CRM or LinkedIn to ensure
accuracy.​

Pro Tip:​
Use it to quickly enrich leads from LinkedIn Sales Navigator during daily prospecting sprints.

5. Owler

Use: Competitive intelligence, company news alerts

What it is:​
A business insights platform that provides real-time news, CEO updates, funding
announcements, and competitive analysis.

How SDRs can use it:

●​ Follow Target Accounts: Get alerts when companies are in the news or make
strategic changes.​

●​ Track Competitors: See how your target accounts compare against similar
companies.​

●​ Trigger-Based Outreach: Use recent events (e.g., "Company X expands into

Europe") to start conversations.​

Pro Tip:​
Set daily email alerts to stay on top of trigger events and use them to open your cold emails
or calls.

6. [Link]

Use: Lead enrichment, automation, building personalized workflows

What it is:​
A data automation platform that allows SDRs to enrich and personalize outreach using
multiple data sources in one workflow.

How SDRs can use it:

●​ Enrich Leads at Scale: Automatically pull data from LinkedIn, Twitter, Crunchbase,
etc., for your prospects.​
 ●​ Build Personalization at Scale: Insert dynamic fields into cold emails (e.g., recent
tweets, job changes, etc.).​

●​ Automate Lead List Creation: Use APIs to auto-build segmented lists of ICP
prospects.​

Pro Tip:​
Set up Clay workflows that auto-generate personalized icebreakers based on recent posts,
funding, or shared interests.

7. [Link]

Use: Sales engagement, sequence automation, activity tracking

What it is:​
A powerful sales engagement platform that automates multi-step outreach across email,
calls, and social touchpoints.

How SDRs can use it:

●​ Create Multi-Touch Sequences: Combine emails, calls, LinkedIn messages, and

tasks.​

●​ Track Engagement: Get real-time notifications on email opens, clicks, and replies.​

●​ Optimize Messaging: A/B test subject lines, steps, and CTAs to see what works
best.​

Pro Tip:​
Use sequences based on persona and pain point. E.g., a different sequence for Marketing
vs. IT buyers, even at the same company.

8. Vidyard

Use: Video prospecting and personalization

What it is:​
A video recording and sharing platform designed for sales reps to create personalized
outreach videos.

How SDRs can use it:

 ●​ Record 1:1 Videos: Stand out in crowded inboxes by sending custom videos to
prospects.​

●​ Use Visual Cues: Share your screen and walk through the prospect’s website or
LinkedIn to show research effort.​

●​ Track Video Views: Get notifications when your video is watched, and by whom.​

Pro Tip:​
Start the video with their LinkedIn or company homepage on screen, so the thumbnail grabs
their attention.

🧩 How These Tools Work Together

Here’s how an SDR might use these tools in a daily workflow:

1.​ Identify Targets: Use Crunchbase to find recently funded companies.​

2.​ Research & Filter: Use LinkedIn Sales Navigator to find the right personas within
those companies.​

3.​ Enrich Data: Use Lusha or ZoomInfo to get direct contact information.​

4.​ Build Sequences: Add leads into Outreach with a personalized multi-touch
sequence.​

5.​ Personalize Messages: Use Vidyard for high-value leads and [Link] to enrich
outreach with personalized info.​

6.​ Monitor Signals: Use Owler to track news events and trigger timely follow-ups.​
📖 Lesson 1: The PAS Framework
(Problem-Agitate-Solution)
1️⃣ Introduction to PAS

The Problem-Agitate-Solution framework is one of the most effective methods for grabbing
attention. It works by identifying a pain point, amplifying its impact, and positioning
your product as the solution.

🔹 Why it works?
●​ Focuses on the prospect’s pain, not your product
●​ Creates urgency by emphasizing the consequences of inaction
●​ Offers a clear solution that solves the problem

2️⃣ How PAS Works

1️⃣ Problem – Highlight a major pain point the prospect is experiencing.​

2️⃣ Agitate – Make the problem feel even worse by emphasizing its consequences.​
3️⃣ Solution – Introduce your product/service as the best way to fix it.

3️⃣ PAS Cold Email Example

Subject: Are you losing leads because of slow follow-ups?

Hey [First Name],

I noticed that [Prospect’s Company] generates a lot of inbound leads. But many SaaS
companies struggle with slow follow-ups, leading to missed revenue opportunities.

In fact, studies show that responding after 10 minutes instead of 5 can reduce
conversion rates by 80%.

[Your Company] helps teams like [Customer Example] automate follow-ups, ensuring leads
get responses within 60 seconds—increasing their close rates by 35%.

Would it be worth a quick chat to see if this could work for you?

Best,​
[Your Name]
📖 Lesson 2: The AIDA Framework
(Attention-Interest-Desire-Action)
1️⃣ Introduction to AIDA

AIDA is a classic marketing framework that helps guide a prospect’s attention from
awareness to action.

🔹 Why it works?
●​ Grabs attention quickly (crucial in cold emails!)
●​ Builds interest by addressing the prospect’s challenges
●​ Creates desire for your product by showing its value
●​ Encourages immediate action with a clear CTA

2️⃣ How AIDA Works

1️⃣ Attention – Start with a strong hook.​

2️⃣ Interest – Make them curious by discussing a relevant challenge.​
3️⃣ Desire – Show how your solution helps.​
4️⃣ Action – Provide a simple next step.

3️⃣ AIDA Cold Email Example

Subject: [First Name], struggling to hit quota?

Hey [First Name],

💡 70% of SaaS sales reps struggle to hit their quota due to bad lead prioritization.
Right now, your team is likely spending hours chasing low-intent leads while hot leads go
cold.

[Your Company] uses AI-driven lead scoring to prioritize your best leads, helping
companies like [Customer] increase their close rates by 50% in 3 months.

Would it be crazy to book a quick call to see if this can help your team?

Best,​
[Your Name]
📖 Lesson 3: The 3-B Framework (Brief-Blunt-Basic)
1️⃣ Introduction to 3-B

The 3-B Framework is a minimalist approach that keeps cold emails short, direct, and
easy to respond to.

🔹 Why it works?
●​ Prospects are busy—shorter emails = higher response rates
●​ Eliminates unnecessary fluff and gets to the point
●​ Works well for decision-makers who skim emails

2️⃣ How 3-B Works

1️⃣ Brief – Keep the email under 4 sentences.​

2️⃣ Blunt – Get straight to the point with no unnecessary context.​
3️⃣ Basic – Use simple words and a clear CTA.

3️⃣ 3-B Cold Email Example

Subject: Quick question, [First Name]

Hey [First Name],

I saw that [Company] is scaling its sales team. Most SaaS companies lose 30% of their
leads due to slow follow-ups.

We help teams automate follow-ups within 60 seconds—boosting conversions by 35%.

Worth a quick chat to see if this fits?

Best,​
[Your Name]
📖 Lesson 4: The P4 Framework (Personalization,
Problem, Proof, Proposal)
1️⃣ Introduction to P4

The P4 Framework is highly personalized and focuses on proving credibility before

pitching.

🔹 Why it works?
●​ Personalization makes the email feel unique
●​ Social proof builds trust
●​ Proposal keeps it action-oriented

2️⃣ How P4 Works

1️⃣ Personalization – Mention something specific about the prospect.​

2️⃣ Problem – Highlight a challenge they’re facing.​
3️⃣ Proof – Show how others solved this problem with your solution.​
4️⃣ Proposal – Suggest an easy next step.

3️⃣ P4 Cold Email Example

Subject: Saw [Prospect’s Company] is hiring – quick idea

Hey [First Name],

Congrats on expanding your team! I saw [Company] is hiring more reps, which likely means
more leads and pipeline to manage.

Many fast-growing SaaS companies, like [Customer], faced the same challenge. They used
[Your Company] to automate lead qualification, cutting response time from 1 hour to 60
seconds—increasing conversions by 35%.

Would it be worth a quick chat to see if this can help your team too?

Best,​
[Your Name]
📖 Lesson 5: The QVC Framework (Question, Value,
CTA)
1️⃣ Introduction to QVC

The QVC Framework keeps emails conversational by starting with a question and quickly
demonstrating value.

🔹 Why it works?
●​ Encourages engagement with an opening question
●​ Shows immediate value, making it worth their time
●​ Ends with a low-pressure CTA

2️⃣ How QVC Works

1️⃣ Question – Start with an engaging question.​

2️⃣ Value – Show how you help similar companies.​
3️⃣ CTA – Ask for a quick, easy action.

3️⃣ QVC Cold Email Example

Subject: Are you still manually qualifying leads?

Hey [First Name],

Are you still manually qualifying and routing inbound leads? Many SaaS teams waste
hours every week on this.

[Your Company] automates lead qualification, reducing manual work by 70% and helping
teams close 20% more deals.

Would it make sense to chat for 10 minutes this week?

Best,​
[Your Name]
Summary: Choosing the Right Cold Email Framework

Framework Best Use Case Why It Works

When prospect has a strong
PAS (Problem-Agitate-Solution) Creates urgency by amplifying pain
pain point
AIDA When you want to lead the
(Attention-Interest-Desire-Actio prospect through an emotional Builds curiosity and action
n) journey
For busy decision-makers who
3-B (Brief-Blunt-Basic) Keeps it short and direct
prefer short emails
P4 (Personalization, Problem, When you have a great case
Builds trust before pitching
Proof, Proposal) study or social proof
For highly engaging and
QVC (Question-Value-CTA) Encourages quick responses
conversational outreach
📘 Module 4: Advanced Outbound
Strategies & Frameworks

🎯 Objective:
By the end of this module, learners will:

●​ Master advanced prospecting tactics and outreach frameworks​

●​ Learn how to scale and personalize outreach effectively​

●​ Understand how to handle objections and refine messaging​

●​ Utilize effective follow-up strategies​

●​ Apply frameworks like AIDA, P.A.C.T.T, and C.O.L.D.​

1. 📈 Advanced Prospecting Techniques

🔹 The Importance of Segmentation:
Not all leads are created equal. Prioritize prospects based on:

●​ Industry: Some industries are more likely to need your solution.​

●​ Company Size: Larger organizations often require more complex solutions.​

●​ Revenue: Companies with higher revenue can afford more premium solutions.​

●​ Growth Stage: Startups may be more open to innovative solutions, while mature
companies need well-established offerings.​

🎯 Tip: Prioritize prospects who align closely with your ICP and buyer personas.
🔹 Multi-Touchpoint Strategy (LinkedIn + Email + Call)
To increase your chances of success, don’t rely on just one touchpoint:

●​ Step 1: Start with a LinkedIn connection request, referencing common connections

or relevant content.​

●​ Step 2: Send a personalized cold email addressing their pain points.​

●​ Step 3: Follow up with a phone call to provide a more personal touch.​

●​ Step 4: Continue with a mix of emails and LinkedIn messages to stay top of mind.​

🎯 Tip: Use multiple touchpoints to increase engagement. Prospects may not respond to
the first or second touchpoint, but persistence helps.

2. 📧 Advanced Email Frameworks

🔹 AIDA Framework: A Classic for Sales Emails
●​ Attention: Grab their attention with a strong subject line or an interesting opening.​

●​ Interest: Relate to a pain point they are experiencing.​

●​ Desire: Create a sense of urgency or need for your solution.​

●​ Action: Close with a clear call to action (CTA).​

Example:

●​ Attention: "How are you currently scaling your sales team?"​

●​ Interest: "I saw your recent hire announcement — scaling your team can be a
challenge without the right tools."​

●​ Desire: "Our platform automates the manual tasks, giving your team more time to
sell and less time on admin."​

●​ Action: "Would love to discuss how we can help you scale 2x faster. Are you free for
10 minutes this week?"​
🔹 P.A.C.T.T. Framework: Building Trust
●​ Pain: Identify the prospect’s pain or challenge.​

●​ Approach: Demonstrate how you can solve that pain.​

●​ Credibility: Offer proof (e.g., case studies, testimonials).​

●​ Target: Show the specific outcome or benefit.​

●​ Targeted CTA: Provide a clear next step.​

Example:

●​ Pain: "Managing SDR teams at scale can be complex."​

●​ Approach: "Our tool streamlines onboarding and coaching, reducing ramp-up time."​

●​ Credibility: "Companies like [X] have seen 30% faster ramp times."​

●​ Target: "Imagine a world where your team is fully productive in half the time."​

●​ CTA: "Can we chat for 15 minutes this week to explore this?"​

🔹 C.O.L.D. Framework: Easy to Remember

●​ Curiosity: Start with an intriguing opening.​

●​ Objective: State the reason for reaching out.​

●​ Low-Risk Ask: Keep it easy for them to say "yes."​

●​ Direct CTA: Close with a clear, actionable request.​

Example:

●​ Curiosity: "Noticed your team is expanding rapidly."​

●​ Objective: "I wanted to share how we’ve helped similar teams improve their SDR
productivity."​

●​ Low-Risk Ask: "I’d love to quickly show you how it works — no obligation."​
 ●​ CTA: "Would you have 10 minutes to connect on Thursday?"​

3. 📱 Handling Objections Like a Pro

🔹 Common Objections and How to Overcome Them
1.​ "We’re not interested right now."​

○​ Response: "I completely understand. Can I ask if this is something you’re

actively looking to solve down the road?"​

2.​ "We already have a solution."​

○​ Response: "That’s great! Are there any features or results you feel are
missing with your current tool? We might be able to complement it."​

3.​ "We don’t have the budget."​

○​ Response: "I hear you! What’s your current priority for improving X? We’ve
helped teams achieve [specific result] even with limited resources."​

4.​ "Send me an email."​

○​ Response: "Of course! What specific information would you like me to

include so that it's most relevant to you?"​

5.​ "I’m too busy right now."​

○​ Response: "I totally get it. What would be a better time to reconnect when
things settle down?"​

🔹 Handling Objections in a Structured Way

●​ Listen to the objection carefully.​

●​ Acknowledge their concern with empathy.​

●​ Ask clarifying questions to uncover deeper pain points.​

●​ Reframe the objection in a way that leads back to the value of your solution.​
 ●​ Propose a solution that addresses their concern.​

4. 📞 Scaling Your Cold Calling

🔹 Cold Call Structure:
1.​ Introduction (10 seconds)​

○​ “Hi, this is [Your Name] from [Company]. Is this a good time to talk?”​

2.​ The Hook (30 seconds)​

○​ Quickly build rapport or mention a relevant pain point.​

○​ “I saw your team is expanding rapidly and wanted to reach out to see if we
can help with scaling SDRs effectively.”​

3.​ Qualification Questions (60 seconds)​

○​ “How are you currently managing your SDR pipeline?”​

○​ “What tools are you using to track progress?”​

4.​ Pitch (30 seconds)​

○​ Share the most relevant feature or benefit that directly solves their problem.​

5.​ Close (15 seconds)​

○​ "Does it make sense for us to have a quick chat next week?"​

🔹 Cold Call Script Template
●​ Opener: “Hey [Name], it’s [Your Name] from [Company]. I know you’re busy, so I’ll
keep this quick.”​

●​ Problem Statement: “We help companies like yours increase SDR productivity by
30% using [your solution].”​

●​ Question: “Are you currently looking for ways to improve your SDR team’s
performance?”​

●​ Next Step: "Can we set up a 15-minute chat next week to dive into this?"​

5. 🔄 Follow-Up Strategies
🔹 Why Follow-Ups Matter:
●​ Follow-ups show persistence and professionalism.​

●​ Most deals happen after 5–7 touches.​

●​ Persistence increases engagement and builds rapport over time.​

🔹 Effective Follow-Up Framework:

1.​ Day 1 (Email): Send a concise follow-up with new value or a new question.​

2.​ Day 3 (LinkedIn Message): Re-engage with a reference to a recent post, or a new
piece of content.​

3.​ Day 5 (Cold Call): Provide a gentle reminder of the previous outreach and suggest a
next step.​

4.​ Day 7 (Email): Offer new insights or relevant case studies.​

5.​ Day 10 (Final Call): A final attempt to connect, or you can ask if they’d like to stay in
touch for future opportunities.​
🧠 Practice Prompts
🔸 Practice 1: Write a Cold Email Using AIDA
Write a cold email targeting an SDR Manager at a growing tech startup.

🔸 Practice 2: Cold Call Script

Write a script for a cold call to a VP of Sales who’s hiring new SDRs.

🔸 Practice 3: Handling Objections

Role-play overcoming these objections:

●​ "We’re already using a tool."​

●​ "This isn’t a priority right now."​

🔸 Practice 4: Follow-Up Sequence

Create a 5-step follow-up sequence for a lead that hasn’t responded to your first
outreach.

📌 Key Takeaways
●​ Advanced prospecting requires personalization and multi-touchpoint strategies.​

●​ Frameworks like AIDA, PACTT, and COLD help structure messaging.​

●​ Objection handling is key — always listen before responding.​

●​ Follow-up strategies ensure that you stay top-of-mind without being too aggressive.​
📘 Module 3: Outbound Prospecting
Strategies

🎯 Objective:
By the end of this module, learners will:

●​ Understand how to define and use an Ideal Customer Profile (ICP)​

●​ Learn how to research and find prospects​

●​ Master the basics of cold outreach across LinkedIn, cold email, and cold calling​

●​ Apply proven outreach frameworks (like AIDA, PACTT, COLD, and “Reason –
Relevance – Request”)​

●​ Know how to sequence outreach for best results​

1. 🧩 Understanding ICP (Ideal Customer Profile)

🔹 What is an ICP?
Your Ideal Customer Profile is a company that:

●​ Gets the most value from your product​

●​ Has the highest chance of converting​

●​ Stays longer and churns less​

Components of an ICP:

Factor Example

Industry B2B SaaS, Logistics, Fintech

Company 50–500 employees

Size

Location North America, EMEA

Revenue $10M–$100M

Tech Stack Uses Salesforce, Slack

Hiring trends Hiring SDRs, AEs, RevOps

🎯 Tip: A strong ICP narrows your focus to accounts most likely to buy.

2. 🔍 Finding the Right Prospects (Buyer Personas)

🔹 Buyer Persona ≠ ICP
ICP = the company,​
Buyer persona = the person inside the company.

Common personas SDRs target:

Role What They Care About

Head of Sales Pipeline, conversion rates

SDR Manager Productivity, ramp time

RevOps Efficiency, tools that integrate

CMO Demand gen ROI

CTO Security, scalability, integrations

🔹 Prospect Research Tips:

●​ LinkedIn: Job titles, recent posts, activity, tenure​

●​ Company site: Use cases, blog posts, hiring pages​

 ●​ Sales Navigator: Advanced filtering (title, company size, etc.)​

●​ Tools: Apollo, Clay, ZoomInfo, Lusha, Seamless​

3. 🧠 LinkedIn Prospecting
🔹 Steps to connect with intent:
1.​ Profile view — get noticed​

2.​ Engage with content — like or comment meaningfully​

3.​ Send a personalized connection request​

​
​
"Hi Anjali, saw your post on building an SDR team at Acme. I’d love to connect and
learn how you’re approaching it."​
​

4.​ Message with relevance​

​
​
“Curious – are you open to new ways your SDRs could generate 2x more replies
from cold emails?”​
​

🔹 When to use:
●​ Great for mid-funnel touchpoints​

●​ Works well with multi-threading (talking to multiple people in one account)​

4. 📬 Cold Emailing
🔹 Principles of great cold emails:
●​ Short (3–5 lines)​

●​ Personal (based on research)​

●​ Relevant (tie to a pain or goal)​

●​ Clear CTA (call-to-action)​

🔹 Proven Frameworks:
✅ AIDA
●​ Attention – Grab interest​

●​ Interest – Relate to a problem​

●​ Desire – Show potential benefit​

●​ Action – Ask for a quick meeting​

Example:​
"Saw you’re expanding your SDR team — curious if you'd like to see how other
SaaS orgs onboard reps 50% faster."

✅ COLD
●​ Curiosity​

●​ Objective​

●​ Low-risk ask​

●​ Direct CTA​

“Noticed your reps are using HubSpot. Curious – would doubling your reply
rates be worth a 5-min chat?”
✅ Reason – Relevance – Request
“Reason I’m reaching out: helping teams like yours grow SQLs.​
Relevance: You’re hiring SDRs – we’ve supported others in that stage.​
Request: Open to a 10-min intro next week?”

🔹 Tools:
●​ [Link], Smartlead, Apollo, Mailshake, Lemlist, Lavender​

5. ☎️ Cold Calling
🔹 Mindset shift:
●​ Your goal is not to sell, but to start a conversation​

●​ You’re calling to solve, not to pitch​

🔹 Structure of a cold call:

1.​ Opener​
​
​
"Hey [Name], this is [You] from [Company] — caught you at a bad time?"​
​

2.​ Personalization hook​

​
​
"I saw you’ve grown the team by 30% this quarter — that’s huge."​
​

3.​ Value statement​

​
​
"We help SDR teams book 3x more meetings by optimizing email workflows."​
​

4.​ Ask permission​

​
​
 "Can I share what that looks like and see if it’s relevant?"​
​

5.​ Close or next step​

​
​
"Would a 15-min intro call this Thursday work?"​
​

🔹 Cold Calling Framework: The Connect-Convince-Convert Model

Stage What You Do

Connect Build rapport, earn 30 seconds

Convinc Share value relevant to their role

e

Convert Book the meeting or handle

objections

6. 🔁 Sequencing Your Outreach

🔹 What is a sequence?
A multi-step series of touchpoints using email, calls, and LinkedIn.

Sample 5-day sequence:

Day Channel Action

Day 1 Email 1 Personalized cold email (AIDA)

Day 2 LinkedIn Profile view + connection request

Day 3 Cold Call Leave a voicemail if no answer

Day 4 Email 2 Follow-up with value + CTA

Day 5 LinkedIn Send a message/comment on

post
🔹 Best Practices:
●​ Don’t pitch too early​

●​ Always add value (insight, resource, tailored hook)​

●​ Space messages 1–2 days apart​

●​ Keep messages conversational​

🧠 Practice Prompts
🔸 Practice 1: Define Your ICP
Choose a B2B SaaS company. Define its ICP using 5 key factors.

🔸 Practice 2: Cold Email Writing

Write a 4-line cold email to a VP of Sales at a 100-person SaaS company who is
hiring 3 SDRs.

🔸 Practice 3: Cold Call Opener

Write your 15-second opener for a cold call to a Marketing Manager.

🔸 Practice 4: LinkedIn Connect Request

Draft a connection message for a RevOps leader who posted about tool
overload.
📌 Key Takeaways
●​ A clear ICP and buyer persona reduce wasted outreach​

●​ Personalization and relevance win over automation​

●​ Combine LinkedIn, email, and calling into sequenced touches​

●​ Great SDRs use a mix of frameworks and channels, and adapt based on the buyer​
📘 Module 2: Sales Methodologies
(SPIN, BANT, Sandler,
MEDDICC/MEDDPICC)

🎯 Objective:
By the end of this module, learners will:

●​ Understand why qualification frameworks matter​

●​ Learn the core components of SPIN, BANT, Sandler, MEDDICC, and MEDDPICC​

●​ Know when to use which framework​

●​ Practice building discovery questions using each methodology​

1. 🧠 Why Sales Methodologies Matter

Your job as an SDR isn't to just book a meeting — it's to book the right meeting.

Sales methodologies help:

●​ Qualify prospects correctly​

●​ Ask better questions during discovery​

●​ Align with buyer needs​

●​ Save time for both SDRs and AEs​

2. 📋 BANT: The OG Qualification Framework
BANT = Budget, Authority, Need, Timeline

Element What to Ask Example

Budget Can they afford it? "Do you already have a budget set aside for
this?"

Authorit Are they the decision-maker? "Who else would be involved in the final
y decision?"

Need Do they have a real problem "What’s the biggest challenge your team is
you solve? facing right now?"

Timeline Are they buying soon? "When are you hoping to implement a new
solution?"

💡 Use BANT when:​

You're qualifying inbound leads or doing top-funnel qualification.

3. 🕵️ SPIN Selling: Deep Discovery for Problem-Solving

SPIN = Situation, Problem, Implication, Need-Payoff

Type Purpose Sample Question

Situation Understand context "How are you currently managing your outreach
campaigns?"

Problem Uncover pain "Are you facing issues with response rates?"

Implication Highlight cost of "How does low engagement affect your pipeline?"
inaction

Need-Payo Show value of "What would it mean for your team if you could
ff solving it double responses?"

💡 Use SPIN when:​

You want to dig deep into the why behind the pain.
4. 🧗 Sandler Selling: Challenge, Don’t Chase
Sandler flips the script: You’re qualifying them as much as they’re qualifying you.

Key Sandler Concepts:

●​ Upfront contract: Set expectations at the start​

"Can I ask you a few questions to see if it makes sense to move forward?"​

●​ Pain-focused questions: Dig until the real issue surfaces​

"Why is that important to fix now?"​

●​ Budget talk early: Don’t avoid it​

"Have you allocated resources to solve this problem yet?"​

●​ Disqualify freely: Walk away from bad fits​

💡 Use Sandler when:​

You’re qualifying cold outbound or dealing with vague prospects.
5. 🎯 MEDDICC & MEDDPICC: Enterprise-Level
Qualification
MEDDICC = Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify Pain,
Champion, Competition

MEDDPICC adds "Paper Process" — the procurement/legal side.

Element What It Means Example Question

Metrics Measurable impact "What does a 10% increase in pipeline mean in

revenue?"

Economic Final "Who controls the budget for this initiative?"

Buyer decision-maker

Decision How they’ll choose "What’s most important in a new tool — price,
Criteria support, features?"

Decision Steps to purchase "What’s the typical buying process on your team?"
Process

Identify Pain Root issue "What’s broken today that made you take this
call?"

Champion Internal supporter "Who else on your team would push for this?"

Competition Other vendors "Are you evaluating other solutions right now?"

Paper Process Legal/Procurement "What legal or compliance steps are involved?"

💡 Use MEDDICC when:​

You’re targeting enterprise buyers or multi-touch deals.
6. 🧩 When to Use What (Comparison Table)
Framewor Best Used For Pros Cons
k

BANT Inbound, basic discovery Simple, fast Can feel too rigid

SPIN Cold or early-stage calls Deep understanding Needs skill in asking

Sandler Outbound + skeptical Powerful for Needs confidence

buyers disqualifying

MEDDICC Enterprise/complex Full qualification map Can overwhelm junior

deals SDRs

7. 🧠 Practice Prompts
🔸 Practice 1: BANT
“You’re speaking to a Head of Sales at a 100-person startup. Create 1 question
for each part of BANT.”

🔸 Practice 2: SPIN Selling

Your product helps SDRs increase cold email replies by 40%. What are the:

●​ Situation questions?​

●​ Problem questions?​

●​ Implication questions?​

●​ Need-payoff questions?​

🔸 Practice 3: Sandler
Write a sample upfront contract you would use in your first call.
🔸 Practice 4: MEDDICC
You just booked a meeting with an Enterprise IT Director. How would you find
out:

●​ Who the champion is?​

●​ What the decision process looks like?​

●​ What metrics they care about?​

📌 Key Takeaways
●​ Use frameworks to qualify smarter, not harder​

●​ Adapt your approach based on lead type and buyer size​

●​ Asking the right questions builds trust and uncovers real opportunities​

●​ Great SDRs don’t just pitch — they diagnose​

​
📖 Lesson 1: The Sandler Selling System
1️⃣ Introduction to Sandler Sales Methodology
The Sandler Selling System is a consultative sales approach focused on qualifying prospects
early, uncovering their pain points, and ensuring mutual agreement before moving forward.

🔹 Why is Sandler useful?

●​ Prevents wasting time on bad leads
●​ Focuses on disqualifying unfit prospects early
●​ Encourages a natural sales conversation (not a scripted pitch)

2️⃣ The Sandler 7-Step Sales Process

1️⃣ Bonding & Rapport – Build trust before discussing business.​
2️⃣ Up-Front Contract – Set expectations for the conversation.​
3️⃣ Pain Discovery – Uncover real challenges before pitching.​
4️⃣ Budget Discussion – Ensure the prospect can afford the solution.​
5️⃣ Decision-Making Process – Identify decision-makers and their buying process.​
6️⃣ Fulfillment (Solution Presentation) – Present the solution only if they are a fit.​
7️⃣ Post-Sell (Closing) – Reinforce commitment to prevent buyer’s remorse.

3️⃣ How to Apply Sandler in an SDR/AE Role

🔹 SDR Role (Outbound Prospecting)
✅ Cold Call Example (Up-Front Contract):​
"Hey [Prospect], I know your time is valuable. If this call makes sense, we can discuss next steps. If
not, no worries. Does that sound fair?"

✅ Pain Discovery Example:​

Instead of asking, "Do you need our solution?" ask:​
"What’s the biggest challenge your team faces with [problem your product solves]?"

🔹 AE Role (Discovery & Closing)

✅ Budget Discussion:​
"Before we go further, do you have a budget allocated for solving this problem?"

✅ Decision Process:​
"Besides yourself, who else would need to be involved in making this decision?"

📘 Recommended Reading: You Can’t Teach a Kid to Ride a Bike at a Seminar – David Sandler
📖 Lesson 2: SPIN Selling
1️⃣ Introduction to SPIN Selling
SPIN Selling is a question-based sales methodology designed to help sales reps uncover pain
points and guide the prospect toward a logical purchase decision.

🔹 Why is SPIN useful?

●​ Helps SDRs and AEs avoid "feature dumping"
●​ Focuses on understanding needs before selling
●​ Works well for complex B2B SaaS deals

2️⃣ The SPIN Framework

SPIN stands for Situation, Problem, Implication, Need-Payoff—four types of questions to guide
sales conversations:

🔹
1️⃣ S – Situation Questions – Gather basic facts about the prospect’s business.​
Example: "How do you currently track customer interactions?"

🔹
2️⃣ P – Problem Questions – Identify challenges they face.​
Example: "Do you ever lose track of leads because of manual processes?"

🔹
3️⃣ I – Implication Questions – Show the cost of not solving the problem.​
Example: "How much revenue do you think you lose due to lost leads?"

🔹
4️⃣ N – Need-Payoff Questions – Get them to state the benefits of a solution.​
Example: "If you had an automated CRM, how would that impact your revenue?"

3️⃣ How to Apply SPIN in an SDR/AE Role

🔹 SDR Role (Cold Calling & Qualifying)
✅ Use Problem Questions to uncover pain points:​
"How much time do your reps spend manually entering data into the CRM?"

✅ Implication Questions to create urgency:​

"What happens if your team keeps missing follow-ups?"

🔹 AE Role (Discovery & Closing)

✅ Turn Implication into Need-Payoff:​
"If our system could cut your lead response time by 50%, would that help you hit your sales goals?"

📘 Recommended Reading: SPIN Selling – Neil Rackham

📖 Lesson 3: The Challenger Sale
1️⃣ Introduction to Challenger Sales Methodology
The Challenger Sale is based on the idea that top-performing sales reps challenge prospects by
educating them, tailoring solutions, and controlling the conversation.

🔹 Why is Challenger useful?

●​ Works well for complex SaaS sales where buyers aren’t aware of their problems
●​ Helps reframe the way prospects think about their challenges
●​ Used by high-performing AEs to push deals forward

2️⃣ The Challenger Sales Framework

Challenger Sales reps use three key tactics:

🔹
1️⃣ Teach – Educate the prospect about an industry problem they weren’t aware of.​
Example: "Most companies lose 30% of their leads due to slow response times—did you know
that?"

🔹
2️⃣ Tailor – Customize the message to their specific needs.​
Example: "Since you rely on inbound leads, a faster follow-up could improve your close rate by
20%."

🔹
3️⃣ Take Control – Push back if needed and drive urgency.​
Example: "If this is a top priority for your team, waiting another 6 months could mean losing
$500K in revenue. Is that worth the risk?"

3️⃣ How to Apply Challenger in an SDR/AE Role

🔹 SDR Role (Cold Outreach & Objection Handling)
✅ Challenge assumptions with insights:​
"I saw your company has a high churn rate. Many SaaS companies face this because their
onboarding isn't automated. Have you considered fixing this?"

✅ Push back on ‘No Budget’ objections:​

"Would you agree that investing in retention would actually save you money long-term?"

🔹 AE Role (Closing Deals & Driving Urgency)

✅ Reframe the conversation:​
"Right now, your team is manually managing leads, which is costing you time and revenue.
Companies who automate this see a 2x increase in productivity. What’s stopping you from making
that change?"

📘 Recommended Reading: The Challenger Sale – Matthew Dixon & Brent Adamson
Summary: When to Use Each Methodology

Methodology Best for SDRs Best for AEs Core Focus

Qualifying and
Disqualifying bad leads Guiding prospects through
Sandler understanding pain
early a structured sales process
points before pitching
Using questions to make
Consultative selling and
SPIN Cold calling & discovery prospects realize their
demonstrating value
own needs
Teaching, tailoring, and
Creating urgency & Reframing conversations &
Challenger pushing prospects
challenging objections taking control
toward a decision
 SAASPIRE
Sales Enablement Solutions

THE COMPLETE
LINKEDIN OUTREACH
GUIDE
Connection Requests, Messages, Voice Notes & Multi-Threading
A Saaspire Production
SAASPIRE | LinkedIn Outreach Guide

1. Building Your LinkedIn Outbound Foundation

If you want to win at outbound you need to spend a significant amount of time researching and
studying your personas. LinkedIn is one of the most powerful channels for doing this — and for
reaching buyers who do not respond to email or phone.

Know Your Buyer Before You Message

Before sending a single LinkedIn message, you must deeply understand the following about
every persona you target:
•​ Cost of inaction (COI) — what happens if they do nothing about enablement?
•​ Their goals and organisation-level goals
•​ Their day-to-day challenges around rep productivity, onboarding and content
management
•​ Their current processes and tools for enablement

Use Your Buyer’s Language

Spend time learning the actual words and phrases your buyers use. Then weave that language
into every LinkedIn message you send.

Where to Find Their Language

•​ Customer calls — listen to discovery recordings and note the exact words prospects use
to describe their situation, goals and challenges.
•​ G2 Reviews — search for your company and competitors. What do people like? What do
they dislike? Use that language in your outreach.
•​ Customer interviews — schedule time with a closed/won customer and ask how they
describe the value you deliver and who else they considered.
•​ Internal ICP interviews — reach out to people who match your ICP internally and ask
about their biggest challenges, metrics and processes.

Saaspire Pro Tip

Record your customer interviews. Share the answers and recording in a Google Doc with the rest of
your team. That way every seller benefits and you stand out as a leader.

Improve Your Talk Tracks With Customer Interviews

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SAASPIRE | LinkedIn Outreach Guide

Interviewing customers is one of the best strategies for learning more about your buyer,
improving your copy and refining your talk tracks. Current customers are always more open than
they were before purchasing.

Example Questions to Ask Customers

1.​ Can you talk to me about how we’re specifically delivering value to your business?
2.​ Was any value unexpected or great to learn about after implementing our platform?
3.​ Who else were you considering for this project and why did you choose Saaspire
specifically?
4.​ What are your priorities going forward and what are you focused on in the next 6 to 12
months?

Example Questions for Internal ICP Interviews

1.​ In your own words, what are the biggest challenges you’re currently facing when it
comes to enabling your sales team?
2.​ When it comes to your role, what are the most important metrics and KPIs, and how do
you measure them?
3.​ Before coming to your current company, what was your exact process for onboarding
new reps?

Stand Out Tip

Want to really make an impact? Record the interview. Share the answers and recording in a Google
Doc with the rest of your team. That way every seller can benefit and you stand out.

2. Optimising Your LinkedIn Profile

Your LinkedIn profile is the first thing a prospect sees when you send a connection request. If it
does not look professional and credible, your accept rate will suffer.

Profile Essentials Checklist

•​ Professional headshot — clean background, good lighting, approachable expression.
•​ Banner image — branded with your company’s value proposition or a key customer
outcome.
•​ Headline — focus on how you help buyers, not your job title. Example: “Helping sales
leaders cut AE ramp time by 40% | Saaspire”
•​ About section — written from the buyer’s perspective. What challenges do you solve?
Who do you help? Include a clear CTA.

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SAASPIRE | LinkedIn Outreach Guide

•​ Featured section — pin case studies, customer videos, helpful resources or relevant
posts.
•​ Experience section — describe outcomes you have delivered, not just responsibilities.
•​ Recommendations — ask customers and colleagues for recommendations that speak to
your expertise.

Strong LinkedIn Headline Weak LinkedIn Headline

Helping sales leaders cut AE ramp time by 40% Account Executive at Saaspire
| Saaspire SDR | SaaS Sales | Cold Calling Expert
Enabling revenue teams to onboard reps faster | Passionate about helping companies grow
Sales Enablement
Partnering with VPs of Sales to solve rep
productivity | Saaspire

Why This Matters

A blank connection request from someone with a clean profile, a strong headline and relevant content
gets accepted at a much higher rate than a long message from someone with a generic profile. Your
profile does the selling for you.

3. Connection Requests
The most successful approach is a blank connection request, assuming your profile picture and
LinkedIn page are clean. The message below also works and should be tested.

Strategy: Blank vs Message

Blank Request (Recommended) Short Message Request
No note or context. Let your profile do the work. Very straightforward message that piques
Works best when your profile picture is someone’s interest by sharing the email subject
professional and your headline clearly shows line.
how you help. Works well as an A/B test against blank
Highest accept rates in most cases. requests.
Should be under 300 characters.

Connection Request Message Example

Connection Message
Hey Jill, sending over an email shortly. Subj: “Rep Onboarding.”

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SAASPIRE | LinkedIn Outreach Guide

Wanted to connect and put a face to the name.

Key Insight
The connection request message references your email subject line. This creates curiosity and gives
the prospect a reason to check their inbox. It also ties your LinkedIn and email channels together into
a single coordinated touch.

4. The 3-Step LinkedIn Message Framework

Once your connection is accepted, follow this 3-step messaging sequence. Each message has
a distinct purpose and builds on the one before it.

Message Purpose Key Principle

Message 1 Refer back to the email you sent Create continuity between channels
Message 2 Provide value based on a trigger Give before you ask
Message 3 Soft CTA offering to be a resource + Low pressure, high credibility
social proof

Full 3-Step Sequence Example

Message 1: Email Callback

Message 1
Hey Jill, sending over an email shortly. Subj: “Rep Onboarding.”

Wanted to connect and put a face to the name.

Message 2: Value Based on Trigger

Message 2
Jill, it’s H2 which means enablement is probably top of mind.

Here’s a guide showing the top enablement strategies high-growth teams are using to cut ramp time:
[link]

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SAASPIRE | LinkedIn Outreach Guide

Thought you’d find it helpful.

Message 3: Resource + Social Proof

Message 3
When you start thinking about enablement happy to be a resource — helped XYZ ramp 57 new reps
to full productivity in under 60 days so feel free to shoot me questions anytime.

Framework Breakdown
Message 1 creates awareness and ties to your email. Message 2 delivers value with no ask.
Message 3 positions you as a trusted resource with proof. This sequence builds trust progressively
without being pushy.

5. Additional LinkedIn Message Templates

Beyond the 3-step framework, here are standalone message templates you can use for different
situations and personas.

Template 1: Trigger + Value + Statement

LinkedIn Message
Hey Jill,

It’s H2 and other sales leaders are starting to focus on enablement.

Here’s a calculator they’re using to benchmark their ramp time against industry averages: [link]

Thought you may find it helpful.

Framework: Trigger + Value + Statement. Use a seasonal or situational trigger, provide a

genuinely useful resource and close with a soft statement. No hard CTA.

Template 2: Focus + Value + Social Proof + Interest Building

LinkedIn Message

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SAASPIRE | LinkedIn Outreach Guide

Hey Jill,

Sales leaders are focused on finding the best way to ramp new AEs and keep their teams enabled
with the right content at the right time.

Here’s a list of the top 5 enablement strategies companies like ABC and XYZ are using and why:
[link]

Provides a great breakdown of approaches that drive results while also being budget-conscious.

Framework: Focus + Value + Social Proof + Interest Building. Lead with a common focus area,
share a valuable resource that includes recognisable names, and add a line that builds curiosity.

Template 3: Greeting + How You Help + No CTA

LinkedIn Message
Hi Jill,

Great to connect. If there’s anything I can do to help your team at ABC Company streamline rep
onboarding and enablement let me know.

Look forward to our connection.

Cheers,

Framework: Greeting + How You Help + No CTA. The softest possible approach. Great for
senior executives or prospects who you want to warm up over time.

Template 4: Question + Challenge + Value

LinkedIn Message
Hey Jill,

Curious how you’re thinking about enablement heading into 2025.

Most sales leaders I speak with are struggling with getting training content organised and making
sure new reps actually retain what they learn.

Happy to share some resources that could be helpful if this is on your radar.

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SAASPIRE | LinkedIn Outreach Guide

Template 5: Observation + Social Proof + Soft CTA

LinkedIn Message
Hey Jill,

Noticed your team’s growing quickly — congrats on the momentum.

We recently helped XYZ Company ramp 74 new AEs to full quota attainment in under 60 days with
structured playbooks and coaching workflows.

If you’re ever looking to compare approaches for onboarding happy to chat.

Template 6: Mutual Connection + Value

LinkedIn Message
Hey Jill,

Noticed we’re both connected with Sarah at XYZ Company.

We recently partnered with her team to build a structured enablement program that cut their ramp
time by 40%.

If enablement’s on your radar happy to share what worked for them.

6. LinkedIn Voice Notes

Voice notes are one of the most underused features on LinkedIn. They are personal, human
and stand out in a sea of text messages. Use them strategically throughout your sequences to
differentiate yourself.

Voice Note Best Practices

•​ Keep voice notes under 60 seconds — concise and to the point.
•​ Sound natural and conversational, not scripted.
•​ Reference your email subject line to tie channels together.
•​ Offer value before asking for anything.
•​ End with a soft CTA or no CTA at all.

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SAASPIRE | LinkedIn Outreach Guide

Voice Note Example 1: Resources Reminder + How You Help + Email

Reminder
Voice Note Script
Hey Jill,

Hope you found my resources helpful.

If you’d ever like to chat about enablement strategy and how to ramp new AEs without burning out
your senior reps on shadowing, feel free to let me know.

Also sent you an email with the subject line “Rep Onboarding” if you’d like to respond there, too.

Cheers!

Framework: Resources Reminder + How You Help + Email Reminder + No CTA

Voice Note Example 2: Greeting + Priority + Challenge + Any

Questions
Voice Note Script
Hey Jill — Thanks for connecting.

I’m talking to a lot of sales leaders and most are trying to figure out how to get their new reps
productive faster without spending weeks in classroom-style training.

I’ll send over some helpful resources. As you know, managing training content across multiple tools
can be pretty time-consuming and difficult. Especially for a growing remote team like yours.

Glad to be connected and if you have any questions shoot them my way anytime. Cheers!

Framework: Greeting + Priority + Challenge + Any Questions. Great for the first voice note after
a connection is accepted.

Voice Note Example 3: Trigger + Challenge + Question + Top of Mind +

CTA

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SAASPIRE | LinkedIn Outreach Guide

Voice Note Script

Hey Jill,

Speaking with a lot of sales leaders heading into H2.

I’m hearing the struggle is real with getting reps enabled quickly and having confidence that training
is actually sticking.

Curious how you’re thinking about enablement for your team.

If this is top of mind happy to shoot over some resources that could be helpful with the process.

Also sending you an email with the subject line “Enablement” if you’d prefer to reply there. Cheers!

Framework: Trigger + Challenge + Question + Top of Mind + How You Help + CTA. The most
comprehensive voice note template. Ties everything together.

When to Use Voice Notes

Voice notes work best as the 2nd or 3rd touchpoint in your LinkedIn sequence. After your connection
is accepted and you have sent at least one text message, a voice note adds a personal dimension
that text cannot. They also work well as a follow-up when someone has viewed your profile but not
responded to messages.

7. Integrating LinkedIn With Email and Phone

LinkedIn should never exist in a silo. It is most powerful when integrated with your email and
phone sequences as part of a coordinated multi-channel approach.

The Multi-Channel Sequence

14 touches. 11 days. Leveraging email, phone and LinkedIn.

Cadence Efficiency
Split your sequences by channel so that you are only reaching out on channels that are effective
and messages are not getting held up if you do not complete other steps:
•​ Email sequence — only if they have a validated email address.
•​ Phone sequence — only if they have a validated cell phone number.
•​ LinkedIn sequence — only if they have a presence on LinkedIn.

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SAASPIRE | LinkedIn Outreach Guide

How LinkedIn Fits in the Sequence

Step Channel Action
1 Email Send 1st email (trigger + question + value prop + CTA)
2 LinkedIn Send blank connection request or reference email subject
3 Phone Cold call with permission-based opener
4 Email Bump email (reply to original thread)
5 LinkedIn Send Message 1 — reference the email you sent
6 Phone Second cold call attempt + voicemail
7 LinkedIn Send Message 2 — provide value with a resource
8 Email Bump email with visual (screenshot, Venn diagram, G2 review)
9 LinkedIn Send Message 3 — soft CTA + social proof
10 Phone Third call attempt + voicemail
11 Email Value-only email with resource or calculator (no CTA)
12 LinkedIn Voice note — reference email subject and offer resources
13 Phone Final call attempt
14 Email Final value-only email or resource share

Key Principles for Multi-Channel Sequences

1.​ Adjust touches and intensity based on your experience, persona and industry. If it feels
like too much, reduce the intensity — remove some LinkedIn steps, remove some cold
calls or increase the time between steps.
2.​ Do not send breakup emails. They can rub buyers the wrong way, get marked as spam
and damage your domain reputation.
3.​ Add a stop task after step 8 to stop the sequence if the prospect has not interacted with
any of your outreach. This prevents wasted effort.
4.​ Do not send more than 1 to 2 reply emails per thread. The more emails you send the
more valuable and less salesy they need to be.
5.​ Watch open and reply rates closely. If a later-stage email is not getting seen, cut it.

Channel Synergy
The power of multi-channel is that each touchpoint reinforces the others. Your LinkedIn connection
request makes your email more recognisable. Your voicemail drives them to check your email. Your
LinkedIn message references the email subject line. Everything works together.

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SAASPIRE | LinkedIn Outreach Guide

8. Using LinkedIn for Multi-Threading

LinkedIn is one of the best tools for identifying and reaching additional stakeholders in your
buyer’s organisation. Multi-threading is the difference between a 10% and 20% win rate.

Research Before the First Call

Before going into any meeting, map out the stakeholders you will probably need to speak with if
the partnership is to move forward. Do a simple news search by putting the company’s name
into Google and clicking the news icon. Research who the right people are on LinkedIn.

•​ Identify the champion (your day-to-day contact).

•​ Identify end users who will use the platform daily (e.g., enablement managers, sales
trainers).
•​ Identify the economic buyer / decision maker (VP of Sales, CRO, CFO).
•​ Map out their reporting structure and how decisions typically get made.

Multi-Threading End Users via LinkedIn

When you discuss a specific process on discovery or demo calls, ask the buyer if they own it or
if someone else on their team does. Use LinkedIn to find and connect with those people.

Discovery Question for End Users

Hey Jill — are you the only person responsible for the onboarding workflow or does someone else on
your team have a part as well?

Multi-Threading When Setting Next Steps

Hey Jill,

Since we’ll be going through the onboarding workflow on the demo, would it make sense to invite
Sarah to the call?

Usually enablement managers have a unique perspective, a sense of what they’re looking for and
questions on specific functionality.

What do you think?

Reaching Decision Makers via LinkedIn

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SAASPIRE | LinkedIn Outreach Guide

Send update messages or connection requests to executives after meetings with their team. Do
not ask for anything — just keep them informed and build familiarity.

LinkedIn Message to Executive

Hey Jack,

Just had a valuable conversation with your colleague Jill about reducing AE ramp time.

In my experience, most executives prefer not to be involved in every step but appreciate staying
informed.

Happy to share a brief recap if that would be helpful. No need to reply — just making sure you’re in
the loop.

Executive Update After Meeting

Hey Jack — We had a conversation with Jill recently and she’s outstanding.

Providing you with a brief update: Jill’s looking to cut AE ramp time from 6 months to under 90 days.
Her top priorities include:

• Having a platform that centralises all training content and playbooks

• Structured onboarding paths with competency tracking
• Analytics that tie enablement to quota attainment

We have another team meeting scheduled for next week with Sarah, and following that we’ll present
a formal business case to you.

Before we get to that point is there anything else you’d like to make sure we cover?

Pre-Meeting Messages to New Stakeholders

Do not show up to a call that has a new stakeholder without trying to get their perspective
before the meeting.

Pre-Meeting LinkedIn Message

Hey Sarah — Looking forward to our conversation next Thursday.

Jill had wonderful things to say.

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SAASPIRE | LinkedIn Outreach Guide

Before our meeting, would love to know if there’s anything specific you’d like to discuss regarding
how your team onboards and trains new reps.

9. LinkedIn Outreach to Past Customers

When a contact from a previous customer moves to a new company, LinkedIn is often the
fastest way to reconnect. They already know your value — these messages leverage that
shared history.

Past Customer Template 1: Remember + Refresher + CTA

LinkedIn Message
Hey Jill,

Curious if you remember Saaspire from your time at [previous company].

Quick refresher: We helped your team deploy a structured onboarding program for 63 new AEs.
Ramp time dropped by 35% and first-quarter quota attainment hit 84%.

Interested in a quick chat to see if we can do similar things for [new company]?

Past Customer Template 2: Congrats + Previous Results + CTA

LinkedIn Message
Hey Jill,

Congrats on the new gig and hope you’re settling in nicely :)

Last time we spoke you were a VP of Sales at [previous company] and we helped you build a
complete enablement hub for your team.

Your reps went from scattered PDFs and tribal knowledge to structured playbooks with measurable
outcomes.

Curious, are you looking to build something similar at [new company]?

Past Customer Template 3: Question + Priority + Challenge + Solution

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LinkedIn Message
Curious if you remember Saaspire from your time at [last company], Jill?

I imagine a priority of yours is getting the new team ramped and productive fast.

Other sales leaders usually struggle with creating a structured onboarding experience and measuring
whether reps are retaining what they learn.

Saaspire is helping fast-growing startups like XYZ get new reps to full productivity in under 60 days
with structured playbooks and coaching workflows.

Curious to learn how?

10. LinkedIn Re-Engagement for Closed/Lost Deals

Deals that did not close still hold potential. Something has likely changed since your last
conversation. Use LinkedIn to re-open the door with a softer touch than email.

Closed/Lost Template 1: Observation + Context + Solution

LinkedIn Message
Noticed you’re hiring remote AEs, Jill.

Since your team’s historically managed training in Google Docs, how are you going to scale that now
that the team’s growing?

We help sales leaders centralise playbooks, training paths and coaching workflows in one platform.

Want to see how it works?

Closed/Lost Template 2: Last Spoke + Problem + Refresher

LinkedIn Message
Hey Jill,

You last spoke with my colleague Sarah and mentioned that managing enablement content across
multiple tools was a nightmare.

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Quick refresher: We help sales leaders centralise everything from playbooks to coaching in one
platform. Reps get personalised learning paths and managers get real-time visibility into progress.

Interested in reconnecting?

11. Sharing Video via LinkedIn

Video is one of the most underutilised channels in outbound. Sharing a personalised video via
LinkedIn direct message stands out dramatically.

Video Best Practices

•​ Videos should be 45 seconds or less. People are busy — make sure prospects get to
the end where the CTA is.
•​ The easiest way to stand out is to record a video with their website or LinkedIn profile as
the background.
•​ Use Loom or Vidyard for easy recording and sharing.
•​ Keep product demo videos to under 1 minute so the buyer watches the whole thing.

Video Message Example 1: Trigger + Challenge + Value + CTA

Video Script (shared via LinkedIn DM)
Hey Jill,

I’m reaching out because a lot of sales leaders heading into H2 are focused on building structured
enablement programs.

I know the process of getting content organised, making sure reps actually complete training and
measuring whether it’s impacting performance can be exhausting — especially when everything lives
in scattered docs and slides.

Curious if you’ve heard of Saaspire. We give you a complete enablement hub with personalised
learning paths, coaching workflows and real-time analytics.

Let me know if this sounds interesting. Happy to have a conversation.

Cheers!

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Video Message Example 2: Short Demo

Short Demo Video Script (shared via LinkedIn DM)
Hey Jill,

Researching your company I noticed you’ve hired 15 AEs in the last quarter.

Usually that means onboarding and ramp time become a top priority.

Here’s how we’d be able to help at Saaspire.

[Short demo: show learning path creation, rep progress dashboard, coaching workflow]

Given we could help you cut ramp time by 40% and get reps to quota faster, would it make sense to
schedule a quick call to dive deeper?

Cheers!

12. LinkedIn Outreach Metrics

Track these metrics closely. If you are not hitting a specific metric, take the time to understand
why and correct immediately.

Metric Description Target

Connection Accept Rate % of connection requests > 30%
accepted
Message Response Rate % of messages that receive a > 15%
reply
Positive Response Rate % of replies that are positive or > 5%
interested
Meeting Book Rate Meetings booked / positive > 25%
responses
Profile Views / Week Inbound profile views from Trending up
target accounts
InMail Response Rate % of InMails that receive a reply > 10%

Testing Strategy

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Run tests on a monthly basis and track your results in a simple spreadsheet. Make sure you get a
sample size of at least 50 messages before drawing conclusions. Track results over time so you have
a history of what has worked and what has not.

13. LinkedIn Outreach Do’s and Don’ts

Do Don’t
Keep messages short and value-driven Send long pitchy connection request messages
Reference triggers (hiring, funding, role change) Lead with your product features
Use your buyer’s words and phrases Use clichés (“Just wanted to reach out...”)
Provide resources with no ask Send the same message to everyone
Tie LinkedIn touches to your email subject lines Ask for a meeting on the first message
Use voice notes to stand out Ignore prospects who accept but don’t reply
Research before you message Send breakup messages on LinkedIn
Personalise connection requests for senior Use automated tools that violate LinkedIn TOS
execs Forget to follow up after they engage with
Track and test your messaging monthly content
Keep your profile clean and professional Neglect your profile while expecting high accept
rates

14. LinkedIn Outreach Quick Reference

Refer to this table before every LinkedIn outreach session.

Element Key Points

Profile Professional photo, buyer-focused headline, featured resources,
outcome-driven experience.
Connection Requests Blank is best (if profile is clean). Alternative: reference your email subject
line.
Message 1 Email callback — reference the email you sent and the subject line.
Message 2 Value — share a resource tied to a trigger. No ask.
Message 3 Resource + social proof — offer to be helpful and drop a proof point.
Voice Notes Under 60 seconds. Natural tone. Reference email subject. No hard CTA.
Multi-Threading Use LinkedIn to research, connect with and message additional
stakeholders.

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Video Under 45 seconds. Their website or LinkedIn as background. Loom or

Vidyard.
Past Customers Remember + refresher + CTA. Leverage shared history.
Closed/Lost Observation + context question + solution. Re-open the door softly.

15. Continuous Improvement

The best LinkedIn prospectors never stop iterating. Here is how to systematically improve.

Monthly Message Testing

Test one variable at a time — connection request style, message copy, CTA type, voice note vs
text. Track results in a spreadsheet with at least 50 sends per test before drawing conclusions.

Share Results With Your Team

Share your business reports with your boss. It is one of the best ways to stand out, build trust
and work your way towards a promotion. Include LinkedIn metrics alongside email and phone
metrics for a complete picture of your outbound performance.

Ask Your Manager for Feedback

Feedback Request
Hey Manager —

Would love to get your feedback on my LinkedIn outreach strategy.

Please be as candid and honest as possible. I’m looking to learn and promise you won’t hurt my
feelings :)

Specifically, looking for coaching on:

1. Messaging: How compelling are my LinkedIn messages? Do they demonstrate subject matter
expertise?
2. Multi-threading: How well am I using LinkedIn to identify and engage additional stakeholders?
3. Integration: How well am I tying my LinkedIn touches to my email and phone sequences?
4. Profile: Does my LinkedIn profile position me as a trusted advisor or just another seller?

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Review Top Performers

Study the LinkedIn profiles and messaging strategies of your top-performing colleagues. Look at
their headlines, content they post, how they engage with prospects and the types of messages
that get responses. Write down everything you can learn and incorporate it into your own
approach.

— End of Guide —
Built by Saaspire • The Sales Enablement Platform
Questions or feedback? Reach out to your Saaspire representative.

Confidential — Saaspire LinkedIn Outreach Guide

 SAASPIRE
Sales Enablement Solutions

THE COMPLETE
COLD EMAILING
GUIDE
Frameworks, Templates & Strategies for Outbound Sales
A Saaspire Production
SAASPIRE | Cold Emailing Guide

1. Building Your Outbound Foundation

If you want to win at outbound (and sales in general) you need to spend a significant amount of
time researching and studying your personas. Doing this will put you above 90% of sales reps.

Know Your Buyer Inside Out

Before writing a single cold email, you must deeply understand the following about every
persona you target:
•​ Cost of inaction (COI) — what happens if they do nothing?
•​ Their goals and organisation-level goals
•​ Their day-to-day challenges
•​ Their current processes and tools

Use Your Buyer’s Language

Spend time learning the actual words and phrases your buyers use. Then weave that language
into every cold email you send.

Where to Find It
•​ Customer calls — listen to discovery recordings and note the exact words prospects use
to describe their situation, goals and challenges.
•​ G2 Reviews — search for your company and competitors. What do people like? What do
they dislike? Use that language in your outreach.
•​ Customer interviews — schedule time with a closed/won customer and ask how they
describe the value you deliver.

Saaspire Pro Tip

Record your customer interviews. Share the answers and recording in a Google Doc with the rest of
your team. That way every seller benefits and you stand out as a leader.

2. Key Email Metrics to Track

Here are the critical metrics you and your team should work to achieve at a minimum. If you are
not hitting a specific metric, take the time to understand why and correct immediately.

Metric Description Target

Emails / inbox / day Total emails sent per inbox 50

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Open Rate % of emails opened > 50%

Reply Rate % of emails that receive a reply > 5%
Positive Reply Rate % of replies that are positive > 1%
Bounce Rate % of emails that bounce < 2%
Account Conversion Opps created / accounts 2–10%
touched

Track and Test

Run tests on a monthly basis. Make sure you get a sample size of at least 100 emails before drawing
any conclusions. Track results in a simple spreadsheet over time so you have a history of what has
worked and what has not.

3. Subject Lines
Your subject line is the gatekeeper. If it does not get opened, nothing else matters.

Good vs Bad Subject Lines

Good Subject Lines Bad Subject Lines
1–3 words, simple, direct, easy to understand 4+ words, clichés, feel salesy, difficult to
Examples: Rep Onboarding • AE Ramp Time • Q3 understand
Enablement • Sales Content • Coaching Platform Examples: 4x Your Win Rates • All In One
Platform for Revenue • Mike, Quick Question •
Want More Revenue?

4. Calls to Action (CTAs)

Your CTA is the single most important line in your email. Keep it soft, specific and
curiosity-driven.

High-Performing CTA Examples

•​ Worth a chat?
•​ Curious to see how?
•​ Think this could help?
•​ Open to learning more?
•​ Is this something that’s on your radar?

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•​ Worth a chat to see how we can [outcome]?

•​ Interested in a quick video showing how to [outcome]?
•​ Acme was in a similar situation. Want to take a look at how they [outcome]?

5. First Email Frameworks

Below are battle-tested frameworks for your first cold email, adapted for selling a sales
enablement platform. Each follows a distinct structure. Pick the one that resonates most with
your persona and situation, then personalise.

Framework 1: Trigger + Question + Value Prop + CTA

Start with a relevant trigger, ask a pointed question, deliver your value proposition, and close
with a soft CTA.

Subject: Rep Onboarding

Hi Jill,

Saw your team just brought on 12 new AEs — congrats on the growth.

How are you planning to ramp them and make sure they’re hitting quota within the first 90 days?

We help sales leaders centralise onboarding content, training playbooks and coaching workflows in
one platform. Reps get a clear path from day one and managers get full visibility into progress.

Curious to learn how?

Framework 2: Trigger + Question + Social Proof + CTA

Lead with a trigger, ask a relevant question, drop a strong proof point and close.

Subject: Ramp Time

Hi Jill,

Noticed you’re scaling the AE team.

How are you making sure new hires are ramping fast without senior reps spending hours shadowing?

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We helped XYZ Company cut new-hire ramp time by 40% and get reps to full quota attainment in
under 60 days — all through structured enablement content and guided learning paths.

Open to learning more?

Framework 3: Trigger + Problem + Social Proof + CTA

Name the trigger, describe the common problem it creates, back it up with proof, and ask.

Subject: AE Ramp
Hey Jill,

Your team’s growing fast. Usually that means more difficulty getting reps productive quickly and a lot
of tribal knowledge falling through the cracks.

On top of that: managers spending hours in ride-alongs instead of focusing on pipeline and revenue.

We helped XYZ Startup ramp 23 new reps in under 45 days with structured playbooks and async
coaching. Quota attainment hit 87% in the first full quarter.

Worth a chat?

Framework 4: Trigger + Focus + Challenge + Social Proof + CTA

Use a seasonal or situational trigger, state the common focus area, name the challenge, prove
your solution, and close.

Subject: Enablement Plans

Hey Jill — With H2 planning underway, sales enablement is usually top of mind.

Revenue leaders often struggle with ensuring training content is up to date, accessible and actually
being consumed by the team.

We helped XYZ Startup roll out a new sales methodology to 87 reps in under 3 weeks. Completion
rates hit 94% and the team closed 31% more pipeline that quarter.

Want to see how?

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SAASPIRE | Cold Emailing Guide

Framework 5: Question + Challenge + Priority + CTA

Open with a direct question, describe a common challenge, tie it to a priority, and close.

Subject: Sales Content

Have you centralised your sales enablement content yet, Jill?

Other sales leaders usually struggle with reps not being able to find the right content at the right time
— leading to inconsistent messaging and lost deals.

They want their teams armed with the best talk tracks, battle cards and case studies but also want
confidence that reps are actually using them.

Curious to see how this can all be done in seconds with Saaspire?

Framework 6: Trigger + Top of Mind + Challenge + Social Proof + CTA

Tie a trigger to a top-of-mind concern, name the challenge, prove it and close.

Subject: Enablement
Jill — Given it’s H2, thought sales enablement might be top of mind.

To be clear, most sales leaders are still managing training content in shared drives, sending PDFs
over Slack and hoping reps retain what they learn in live sessions.

We help solve that.

High-growth teams like XYZ were able to deploy structured enablement programs in days, not
months. Track completion, measure competency and tie it all back to revenue outcomes.

Think this could help?

Framework 7: Statement + Social Proof + CTA

The simplest framework. State your curiosity, deliver proof, explain the benefit and ask.

Subject: Enablement
Curious how you’re enabling your sales team, Jill.

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We helped XYZ Startup onboard and train 93 AEs with structured playbooks, coaching workflows and
content analytics. Everything in one place.

That way your team always knows what to say, when to say it and you can see exactly what’s
working.

Worth a conversation?

Framework 8: Podcast-Based Personalisation

Use listen notes or similar tools to find podcasts your prospects have appeared on. Reference a
specific point they made.

Subject: Podcast
Hey Jill — On the Revenue Leaders podcast you mentioned AE ramp time was your biggest
challenge in 2024.

Other sales leaders with fast-growing teams find structured enablement programs to be one of the
biggest levers for solving that.

As I’m sure you know, the alternative is painful though — scattered content across 5 different tools,
tribal knowledge living in senior reps’ heads and no way to measure what’s actually working.

We help solve that. Simply upload your content and our platform builds personalised learning paths,
tracks completion and measures impact on quota attainment.

Curious to learn how?

6. Bump Email Frameworks

Bump emails are your follow-ups within the same thread. They should be shorter, deliver value
and keep the conversation alive.

Bump Framework 1: Trigger + Top of Mind + CTA

Subject: (reply to original thread)
Hey Jill,

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Given it’s H2 planning season, I thought enablement would be top of mind.

Did you have any feedback on my last email?

Bump Framework 2: Trigger + Focus + CTA

Subject: (reply to original thread)
Hey Jill,

You’ve hired a lot of AEs.

Usually that means a focus on ramping them quickly and making sure they’re productive without
burning out your top performers.

Is that the case for you?

Bump Framework 3: Visual + CTA

Send a simple visual — a venn diagram, product feature image, G2 comparison or a screenshot
of your platform — with a short question.

Subject: (reply to original thread)

Here’s a visual, Jill:

[Insert image: Platform screenshot, Venn diagram or G2 comparison]

Would this be helpful for your enablement strategy?

Cheers,
Mike

Visual Ideas for Bump Emails

Venn diagrams showing how you consolidate multiple tools • Product feature screenshots • G2
review comparisons showing your rating vs competitors • Simple capability matrices. Keep it clean
and easy to understand at a glance.

Bump Framework 4: Problem + 2 Options + Social Proof + CTA

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SAASPIRE | Cold Emailing Guide

Subject: (reply to original thread)

Hey Jill,

Other sales leaders are facing two problems when it comes to enablement:

1. Content is scattered and reps can’t find what they need

2. No way to measure whether training is actually improving performance

We’re helping startups like XYZ get 93% content adoption rates and cut ramp time by 40% in under
60 days.

Interested in a quick chat to see how?

Bump Framework 5: Value + Resource + No CTA

Sometimes the best bump has no ask at all. Just pure value.

Subject: (reply to original thread)

Hey Jill,

Here’s a resource showing the top 10 sales enablement strategies that high-growth teams are using
this year: [Link]

There’s one strategy most leaders haven’t considered yet :)

Thought you’d find this helpful.

Bump Framework 6: Video + CTA

Subject: (reply to original thread)
Worth a chat?

Here’s a quick video showing how we help sales teams find and use the right content at the right
time:

[Insert Loom / Vidyard link]

7. Past Customer Emails

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When a contact from a previous customer moves to a new company, they already know your
value. These emails leverage that shared history.

Past Customer Framework 1: Remember + Refresher + CTA

Subject: New Company + Saaspire
Hey Jill,

Curious if you remember Saaspire from your time at [previous company].

Quick refresher: We helped your team deploy a structured onboarding program for 63 new AEs.
Ramp time dropped by 35% and first-quarter quota attainment hit 84%.

Interested in a quick chat to see if we can do similar things for [new company]?

Past Customer Framework 2: Congrats + Previous Results + CTA

Subject: New Company and Saaspire
Hey Jill,

Congrats on the new gig and hope you’re settling in nicely :)

Last time we spoke you were a VP of Sales at [previous company] and we helped you build a
complete enablement hub for your team.

Your reps went from scattered PDFs and tribal knowledge to structured playbooks with measurable
outcomes. Ramp time dropped significantly.

Curious, are you looking to build something similar at [new company]?

8. Closed/Lost Re-Engagement Emails

Deals that did not close still hold potential. Something has likely changed since your last
conversation. Use that to re-open the door.

Closed/Lost Framework 1: Observation + Context + Solution + CTA

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Subject: 2025 Enablement

Noticed you’re hiring remote AEs, Jill.

Since your team’s historically managed training content in Google Docs, how are you going to scale
that now that the team’s growing?

We help sales leaders centralise playbooks, training paths and coaching workflows in one platform.
All you have to do is upload your content and assign learning paths by role.

Want to see how it works?

Closed/Lost Framework 2: Last Spoke + Problem + Refresher + CTA

Subject: Reconnect — Saaspire
Hey Jill,

You last spoke with my colleague [name] and mentioned that managing enablement content across
multiple tools was a nightmare.

It was especially hard ensuring reps always had the latest version of battle cards and that new hires
were following a structured ramp plan.

Quick refresher: We help sales leaders centralise everything from playbooks to coaching in one
platform. Reps get personalised learning paths and managers get real-time visibility into progress.

Interested in a quick chat to learn more?

9. Email Deliverability Best Practices

None of your emails matter if they land in spam. Follow these best practices to protect your
domain and maximise inbox placement.

Domain and Setup

•​ Use a separate domain for outbound (e.g., if your primary domain is [Link], use
[Link] for cold emails)
•​ Warm up your domain for 2–3 weeks before sending outbound. Use tools like Lemwarm
or Warmup Inbox.
•​ Send a maximum of 50 emails per inbox per day. Use multiple domains or addresses if
you need to send more per rep.

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Email Best Practices

1.​ Make it easy to opt out. Include a link or a PS: “If you don’t want to hear from me
anymore let me know and I will stop.”
2.​ Maximum 4 emails per sequence and no breakup emails.
3.​ No video or images in the first email. Save visuals for the second bump email.
4.​ No links in your email except for the opt-out link.
5.​ Do not “handle objections” in email. If someone responds “no” respect that and stop
emailing them.

Key Deliverability Metrics

Metric Target If Below Target
Reply Rate > 5% < 3% is a domain health issue
— investigate immediately
Positive Reply Rate > 1% Reduce email quantity per
cadence and/or provide more
value
Bounce Rate < 2% Verify email addresses with your
data provider or a tool like
NeverBounce

Deliverability Tools
Test DMARC, DKIM and SPF regularly. Use Google Postmaster for Gmail visibility. Consider
sequencer tools like SmartLead, Uptics or Instantly — all offer email warm-up, inbox rotation and
other tools to help you land in the primary inbox.

10. Recommended Sequence Structure

A well-structured sequence leverages multiple channels across a defined timeline. Here is the
recommended structure:

14 touches. 11 days. Leveraging email, phone and LinkedIn.

Key Principles

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1.​ Adjust touches and intensity based on your experience, persona and industry. If it feels
like too much, reduce the intensity — remove some LinkedIn steps, remove some cold
calls or increase the time between steps.
2.​ Do not send breakup emails. They can rub buyers the wrong way, get marked as spam
and damage your domain reputation.
3.​ Do not send more than 1–2 reply emails per thread. The more emails you send the more
valuable and less salesy they need to be. Watch open and reply rates closely — if a
later-stage email is not getting seen, cut it.

Cadence Efficiency
Split your sequences by channel so that you are only reaching out on channels that are effective
and emails are not getting held up if you do not complete other steps:
•​ Email sequence — only if they have a validated email address
•​ Phone sequence — only if they have a validated cell phone number
•​ LinkedIn sequence — only if they have a presence on LinkedIn

Stop Tasks
Add a task after step 8 to stop the sequence if the prospect has not interacted with any of your
outreach. This prevents wasted effort and protects your domain reputation.

11. Using Video in Outbound

Video is one of the most underutilised channels in cold outreach. Done right, it builds trust and
stands out in a crowded inbox.

Video Best Practices

•​ Videos should be 45 seconds or less. People are busy — make sure prospects get to
the CTA.
•​ Record with their website or LinkedIn profile as the background to instantly stand out.
•​ Use Loom or Vidyard for easy recording and sharing.

Video Email Example

Subject: Enablement
Hey Jill,

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SAASPIRE | Cold Emailing Guide

I’m reaching out because a lot of sales leaders are focused on building structured enablement
programs for H2.

I know the process of getting content organised, training reps consistently and actually measuring
whether it’s working can be pretty exhausting — especially when everything lives in scattered docs
and slides.

Curious if you’ve heard of Saaspire. We can give you a complete enablement hub where reps get
personalised learning paths, managers get real-time dashboards and everything ties back to revenue
outcomes.

Let me know if this sounds interesting. Happy to have a conversation if this is a priority for your team.

Cheers!

12. When You Get Ghosted

Silence does not always mean no. These templates are designed to re-engage prospects who
have gone quiet without being desperate or pushy.

Ghosted Template 1: Three Options

Subject: (reply to original thread)
Hey Jill,

Haven’t heard back in a while.

Usually that means one of the following:

1. You decided to move forward with another solution.

2. Life happened, you got busy but were planning on reaching back out.
3. This project got de-prioritised so is no longer a priority.

Let me know if it’s one of these things or something else.

All good either way!

Ghosted Template 2: Priority-Based

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SAASPIRE | Cold Emailing Guide

Subject: (reply to original thread)

Hey Jill,

Last time we chatted your top priority was reducing AE ramp time.

And it seemed like we shared the same goal of finding a path forward and getting your team enabled
properly.

But maybe things have changed since I haven’t heard back in a bit?

If that’s the case let me know and absolutely no worries at all.

Cheers,
Mike

P.S. If life just got busy and you planned on reaching back out later that’s ok too :)

13. Quick Reference Checklist

Before you hit send on any cold email, run through this checklist:

☐ Subject line is 1–3 words, simple and direct

☐ Email is personalised with a relevant trigger (hiring, funding, podcast, etc.)

☐ You are using the buyer’s words and phrases, not your own jargon

☐ CTA is soft, curiosity-driven and asks only one thing

☐ No links except an opt-out (first email only)

☐ No images or videos in the first email

☐ Email is under 125 words

☐ You have verified the email address to minimise bounces

☐ Your domain has been warmed up for at least 2–3 weeks

☐ You are sending from a separate outbound domain

— End of Guide —
Built by Saaspire • The Sales Enablement Platform

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SAASPIRE | Cold Emailing Guide

Questions or feedback? Reach out to your Saaspire representative.

Confidential — Saaspire Cold Emailing Guide

 SAASPIRE
Sales Enablement Solutions

THE COMPLETE
COLD CALLING
GUIDE
Openers, Objection Handling, Voicemails & Scripts
A Saaspire Production
SAASPIRE | Cold Calling Guide

1. The 4-Step Cold Call Process

Every successful cold call follows a structured process. Master these four steps and you will
consistently book more meetings than 90% of reps.

Step 1: The Opener

Your opener must be concise, clear and easy to understand. Your go-to opener should be
permission-based. Tone should be level with no up-tones. Record yourself on your phone
saying it over and over again until it sounds perfect.

Opener Example 1: Permission-Based

Script
Hey Jill — It’s Mike with Saaspire.

I know you didn’t expect my call.

Do you have a moment?

I promise to be brief.

Opener Example 2: Context-Based

Script
Hey Jill — It’s Mike with Saaspire.

I’ll be upfront with you. This is a cold call about how your team’s ramping new AEs.

Do you have 30 seconds to hear why I’m reaching out to you specifically?

Saaspire Pro Tip

Record yourself saying your opener on your phone. Play it back. Repeat until it sounds natural,
confident and conversational — not scripted.

Step 2: The Peer-to-Peer Question

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Once you get past the opener it is critical to demonstrate subject matter expertise. Time this
question and get it to 45 seconds or less. Any longer and you risk losing their attention.

Peer-to-Peer Example 1: Options-Based

Script
Typically, when I talk to other Sales Leaders that are scaling their team, there’s one thing that’s top of
mind:

Getting new reps productive fast without burning out your top performers on shadowing and
ride-alongs.

Is that the same for you or is something else more important at the moment?

Peer-to-Peer Example 2: Challenge-Based

Script
Most sales leaders I talk to struggle with getting new hires ramped quickly when training content lives
in scattered docs, slides and Slack threads.

There’s a lot of nuance with playbooks, battle cards and coaching workflows that’s hard to manage
when everything’s done manually.

Does that sound like your world at all?

Step 3: The Close

The moment you learn about a challenge or get interest, immediately go for the close. The sole
objective of a cold call is to build interest and book the meeting. Cold calls should not last more
than 5 minutes in length for this reason.

Closing Script
That’s actually something I hear from a lot of the leaders I speak with and something we can help
with.

For context, all you have to do is upload your content and our platform builds personalised learning
paths for every rep automatically.

You get real-time visibility into who’s completed what, where the gaps are and how it ties to quota
attainment.

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SAASPIRE | Cold Calling Guide

That way you can ramp reps confidently and still have the time to focus on revenue-generating
activities.

Would you be open to taking a quick look and seeing how it all works?

Step 4: Post-Booking Discovery

After the meeting is booked, feel free to ask some discovery questions. The objective of a cold
call is booking the meeting. But once a meeting is booked, feel free to ask a couple of questions
to set your AE up for success.

Discovery Transition Example 1

Script
Hey Jill,

Before you hang up...

Do you have a minute for a couple quick questions so we make the most out of our call tomorrow?

Discovery Transition Example 2

Script
Hey Jill,

While I have you...

Mind if I ask 2 quick questions so we get the most out of our call on Friday?

Key Takeaway
The cold call has one job: build interest and book the meeting. Do not try to do a full discovery or
demo on a cold call. Keep it under 5 minutes.

2. Cold Call Opener Bank

Here is a bank of proven cold call openers you can test and adapt. Each one is designed to be
concise, human and permission-based.

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Style Script
Permission Hey Jill, it’s Mike with Saaspire. I know I’m probably catching you in the
middle of something, but was hoping to make your day with a cold call here.
Do you happen to have 30 seconds?
Context Hey, this is Mike with Saaspire. Good morning. I’m reaching out about how
your team’s onboarding new AEs. Do you have a moment? I’ll be brief.
Transparency Jill, this is Mike with Saaspire. I know I probably caught you in the middle of
something. Do you have a minute for me to tell you why I’m calling and you
can let me know if you’d like to keep chatting?
Specificity Jill, this is Mike with Saaspire. I know you didn’t expect me to call you this
afternoon. Do you mind if I take one minute to tell you why I called you
specifically, and then you can tell me whether or not it makes sense to
speak?
Research Hey Jill. My name’s Mike from Saaspire. I know I’m probably catching you in
the middle of something but I was looking at your team’s growth and was
hoping I could ask you a quick question?
Email Callback Hey Jill, this is Mike over at Saaspire. The reason I’m calling you specifically
is I saw you’re scaling the AE team. Did you see the email I sent you or does
the name ring a bell?
Humor Hey Jill, it’s Mike with Saaspire. Not going to lie, this is a cold call. Do you
want to hang up now or roll the dice and see why I called?
Disarming Jill, it’s Mike with Saaspire, how’s Portland treating ya? I know I’m callin’ ya
out of the blue, do you have 30 seconds for me to tell you why I’m calling,
and if I miss the mark I’ll just hang up on myself?

3. Objection Handling
The first thing you say when you face an objection should always be the same. From there,
agree with the prospect to diffuse the situation. Then ask a permission-based question so you
can continue the conversation.

The 3-Step Objection Handling Framework

1.​ Pick your first line (see examples below)
2.​ Agree with them to diffuse the situation
3.​ Ask a permission-based question to continue the conversation

First Lines — Pick One and Make It Yours

1.​ That makes sense.
2.​ I hear that all the time and totally understand.

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3.​ That’s usually the case for most sales leaders I speak with.
4.​ You know what, that’s the third time I’ve heard that today.
5.​ You know what, that’s what I hear the most and understand why.

Objection-by-Objection Scripts

Objection: “I’m not interested”

Response
I hear that all the time and totally understand — most sales leaders aren’t looking to change things.

If it’s alright with you can I get 30 seconds to share the #1 way we help and then you can let me know
if it makes sense for us to keep chatting?

Objection: “We don’t have budget”

Response
I hear that all the time and totally understand — most sales leaders don’t have budget right now.

If it’s alright with you can I get 30 seconds to share how our platform would actually save you money
by cutting ramp time in half — and then you let me know if that cost savings is worth chatting about?

Objection: “Send me an email”

Response
I hear that all the time and totally understand — most sales leaders are busy and email is pretty fast.

But would you be open to a quick demo where I show you how to see exactly which reps have
completed training and how that ties back to their quota attainment?

Objection: “I’m not the right person”

Response
I hear that all the time and totally understand — usually sales leaders benefit from having a
centralised enablement platform for their team.

Any recommendation on who’d be the best person to reach out to about this?

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Objection: “We’re all set”

Response
I hear that all the time and totally understand — most sales leaders already have something in place.

If it’s alright with you can I get 30 seconds to share our biggest differentiator and you let me know if
it’s interesting at all?

Objection: “We’re already using [Competitor]”

Response
I hear that all the time and totally understand — that’s a great solution that a lot of sales leaders use.

If it’s alright with you can I get 30 seconds to share our biggest differentiator and then you can let me
know if you’re interested at all?

Master Strategy
The pattern is always the same: 1) Pick your first line. 2) Agree with them. 3) Ask a permission-based
question. Memorise this framework and the individual objections become easy to handle.

4. Voicemails
Voicemails are not about getting a callback. They are about building familiarity, reinforcing your
email and creating another touchpoint. Never ask for a callback — redirect them to your email
instead.

Voicemail Example 1: Trigger + Email Subject + Social Proof

Voicemail Script
Hey Jill, I’m reaching out because you’re scaling the AE team and that usually means onboarding
and ramp time becomes a top priority.

I sent you an email. Subject line “Rep Onboarding.”

Has some insights on how high-growth teams are cutting ramp time by 40% with structured
enablement programs.

Thought you’d find it helpful.

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No need to call me back. You can respond to that email instead. Look forward to talking to you soon.

Voicemail Example 2: Trigger + Email Subject + Teaser

Voicemail Script
Hey Jill, it’s Mike. Sending you an email titled “Rep Ramp Time.”

Was calling to share how we helped XYZ Company get 74 new reps to full quota attainment in under
60 days with structured playbooks and coaching workflows. Everything in one platform.

No need to call me back. Look forward to talking to you soon.

Voicemail Framework Summary

Element Purpose
Trigger Reference something relevant (hiring, growth, H2 planning)
Email Subject Tell them exactly what to look for in their inbox
Social Proof / Teaser Give them a reason to open the email
No Callback Always redirect to email — never ask them to call back

5. Cold Call Metrics

Track these metrics closely. If you are not hitting a specific metric, take the time to understand
why and come up with a plan to correct immediately.

Metric Description Target

Dials / Day Total dials made per day 60
Conversation Rate Conversations / Dials > 8%
Booking Rate Opps Created / Conversations > 15%
Show Rate Meetings Attended / Opps > 75%
Created
Pipe Rate Sales Qualified / Opps Created > 75%
Account Conversion Opps Created / Accounts 2% to 10%
Touched

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Contact Conversion Opps Created / Contacts 0.5% to 2.5%

Touched

Tracking
Track results on a monthly basis. Share business reports with your manager — it is one of the best
ways to stand out, build trust and work your way towards a promotion.

6. Integrating LinkedIn with Cold Calls

Cold calls are most effective when combined with LinkedIn outreach. Here is how to use both
channels together.

Connection Requests
The most successful approach is a blank connection request, assuming your profile picture and
LinkedIn page are clean. Alternatively, test a short message that references your email:

LinkedIn Connection Message

Hey Jill, sending over an email shortly. Subj: “Rep Onboarding.”

Wanted to connect and put a face to the name.

3-Step LinkedIn Message Framework

1.​ Message 1: Refer back to the email you sent.
2.​ Message 2: Provide value based on a trigger (e.g., share a relevant resource).
3.​ Message 3: Soft CTA offering to be a resource, plus social proof.

Full Message Sequence Example

Message 1 — Email Callback
Hey Jill, sending over an email shortly. Subj: “Rep Onboarding.” Wanted to connect and put a face to
the name.

Message 2 — Value Based on Trigger

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Jill, it’s H2 which means enablement is probably top of mind. Here’s a guide showing the top
enablement strategies high-growth teams are using: [link]

Thought you’d find it helpful.

Message 3 — Resource + Social Proof

When you start thinking about enablement happy to be a resource — helped XYZ ramp 57 new reps
to full productivity in under 60 days so feel free to shoot me questions anytime.

Additional LinkedIn Message Examples

Value-First Message
Hey Jill,

Sales leaders are focused on finding the best way to ramp new hires and keep their teams enabled
with the right content.

Here’s a list of the top 5 enablement strategies companies like ABC and XYZ are using and why:
[link]

Provides a great breakdown of approaches that drive results while being budget-conscious.

Soft Connection Message

Hi Jill,

Great to connect. If there’s anything I can do to help your team at ABC Company with rep onboarding
or enablement strategy let me know.

Look forward to our connection.

Cheers,

Voice Notes on LinkedIn

Voice notes are one of the most underused features on LinkedIn. They are personal, human
and stand out in a sea of text messages.

Voice Note Example 1: Resources + How You Help

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Voice Note Script

Hey Jill,

Hope you found my resources helpful.

If you’d ever like to chat about enablement strategy and how to ramp new AEs without burning out
your senior reps, feel free to let me know.

Also sent you an email with the subject line “Rep Onboarding” if you’d like to respond there, too.

Cheers!

Voice Note Example 2: Greeting + Priority + Challenge

Voice Note Script
Hey Jill — Thanks for connecting.

I’m talking to a lot of sales leaders and most are trying to figure out how to get their new reps
productive faster without spending weeks in classroom-style training.

I’ll send over some helpful resources. As you know, managing training content across multiple tools
can be pretty time-consuming and difficult. Especially for a growing remote team like yours.

Glad to be connected and if you have any questions shoot them my way anytime. Cheers!

Voice Note Example 3: Trigger + Challenge + Top of Mind

Voice Note Script
Hey Jill,

Speaking with a lot of sales leaders heading into H2.

I’m hearing the struggle is real with getting reps enabled quickly and having confidence that training
is actually sticking.

Curious how you’re thinking about enablement for your team.

If this is top of mind happy to shoot over some resources that could be helpful with the process.

Also sending you an email with the subject line “Enablement” if you’d prefer to reply there. Cheers!

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7. Using Video in Cold Outreach

Video is a powerful differentiator. When done right, it builds trust and stands out in a crowded
inbox.

Video Best Practices

•​ Videos should be 45 seconds or less. People are busy — more importantly, you want to
make sure prospects get to the end where the call to action is.
•​ The easiest way to stand out is to record a video with their website or LinkedIn profile as
the background.
•​ Use Loom or Vidyard. They are both great and make video sharing a breeze.

Video Script Example 1: Trigger + Challenge + Value + CTA

Video Script
Hey Jill,

I’m reaching out because a lot of sales leaders heading into H2 are focused on building structured
enablement programs for their teams.

I know the process of getting content organised, making sure reps actually complete training and
then measuring whether it’s impacting performance can be pretty exhausting — especially when
everything lives in scattered docs and slides.

I’m curious if you’ve ever heard of Saaspire. We can give you a complete enablement hub with
personalised learning paths, coaching workflows and real-time analytics.

All you have to do is upload your content and assign paths by role.

Let me know if this sounds interesting. I’d be happy to have a conversation and discuss more if this is
a priority of yours.

Cheers!

Video Script Example 2: Trigger + Problem List + Social Proof + CTA

Video Script
Hey Jill,

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Mike from Saaspire here. Reaching out because it’s H2 and most sales leaders are focused on
enablement.

And I’m curious if you’re dealing with any of the following:

• Training content scattered across 5 different tools

• No way to measure whether reps are actually retaining what they learn
• Senior reps spending hours on shadowing instead of selling

If so, would you be open to a chat where I can show you how we helped XYZ Company ramp 91 new
reps to full productivity in under 45 days? Playbooks, coaching, analytics, everything.

Look forward to hearing from you. Cheers!

Video Demo Script: Short Product Walkthrough

Keep product demo videos to under 1 minute. That way the buyer actually watches the whole
thing, gets interested, hears the CTA and sets a call with you. The challenge should be the “old
way” of doing a specific process.

Short Demo Video Script

Hey Jill,

Researching your company I noticed you’ve hired 15 AEs in the last quarter.

Usually that means onboarding and ramp time become a top priority.

Here’s how we’d be able to help at Saaspire.

[Short demo: show learning path creation, rep progress dashboard, coaching workflow]

Given we could help you cut ramp time by 40% and get reps to quota faster, would it make sense to
schedule a quick call to dive deeper into the platform?

Cheers!

8. Recommended Multi-Channel Sequence Structure

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Cold calls should never exist in isolation. They are most effective as part of a multi-channel
sequence leveraging email, phone and LinkedIn together.

14 touches. 11 days. Leveraging email, phone and LinkedIn.

Cadence Efficiency
Split your sequences by channel so that you are only reaching out on channels that are effective
and emails are not getting held up if you do not complete other steps:
•​ Email sequence — only if they have a validated email address
•​ Phone sequence — only if they have a validated cell phone number
•​ LinkedIn sequence — only if they have a presence on LinkedIn

Key Principles
1.​ Adjust touches and intensity based on your experience, persona and industry. If it feels
like too much, reduce the intensity — remove some LinkedIn steps, remove some cold
calls or increase the time between steps.
2.​ Do not send breakup emails. They can rub buyers the wrong way, get marked as spam
and damage your domain reputation.
3.​ Add a stop task after step 8 to stop the sequence if the prospect has not interacted with
any of your outreach. This prevents wasted effort and protects your domain reputation.
4.​ Do not send more than 1 to 2 reply emails per thread. The more emails you send the
more valuable and less salesy they need to be. Watch open and reply rates closely — if
a later-stage email is not getting seen, cut it.

9. Cold Call Quick Reference Cheat Sheet

Pin this to your desk. Refer to it before every cold call.

Element Key Points

Step 1: Opener Concise, clear, permission-based. Level tone. Under 15 seconds.
Step 2: Peer Question Demonstrate expertise with a 45-second question using options or
challenges relevant to their role.
Step 3: Close The moment you get interest, go for the close. Share a quick value
statement and ask for the meeting.
Step 4: Discovery Only after the meeting is booked. Ask 2 quick questions to set your AE up
for success.

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Objections Always: 1) Pick your first line 2) Agree with them 3) Ask a permission-based
question.
Voicemails Reference your email subject line, share social proof, never ask for a
callback.
Total Duration Under 5 minutes. The goal is to build interest and book the meeting —
nothing more.

10. Continuous Improvement

The best cold callers never stop practising. Here is how to systematically improve your cold
calling skills.

Ask Your Manager for Feedback

Your manager typically knows exactly what you should be working on to take your game and
career to the next level. However, they will often hold back on super candid feedback out of fear
of hurting your feelings. Be direct and let them know that will not be the case.

What to Send Your Manager

Feedback Request
Hey Manager —

Would love to get your feedback on this cold call.

Please be as candid and honest as possible. I’m looking to learn and promise you won’t hurt my
feelings :)

Specifically, looking for coaching on the following:

1. Opener: How natural and confident did I sound? Did I earn the right to continue?
2. Peer-to-Peer Question: Did I demonstrate subject matter expertise and keep it under 45 seconds?
3. Close: How well did I transition from interest to booking the meeting?
4. Objection Handling: How well did I diffuse and redirect when I hit resistance?

Mock Calls
You do not have to practise things you are learning on actual customer calls. Ask your manager
to do mock calls. Outline the specific things you are working on and want feedback with. This is

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the best way to get reps, get feedback and improve quickly without practising on actual
opportunities.

Mock Call Request Template

What to Send Your Manager
Hey Manager —

In our next 1:1 I’d like to do a mock cold call.

Here’s the scenario:

• VP of Sales at a 200-person SaaS company
• Just hired 15 new AEs
• Currently using Google Docs for training content

Here’s what I’m working on:

• Keeping my opener under 15 seconds
• Using options in my peer-to-peer question
• Handling the “send me an email” objection

Call Snippet Reviews

Sometimes your manager does not have time for a full call review. When that is the case, send
a call snippet and be direct about what you are looking for feedback on. Ask for a 1 to 10 rating.
No matter the score, always follow up with: “What would it take to get a 10?”

Call Snippet Request Template

What to Send Your Manager
Hey Manager —

Would love to get your candid feedback on my cold call opener for this call snippet (5 mins).

Specifically, looking for a 1 to 10 rating on the following:

• Ability to earn the right to continue the conversation

• Ability to demonstrate subject matter expertise
• Ability to position myself as a consultant vs a salesperson

The more candid the better. I promise you won’t hurt my feelings. Looking to improve as a seller as
quickly as possible.

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Thanks!

Reviewing Deals
There are two types of calls to review consistently: your own closed/lost opportunities and top
reps’ closed/won opportunities. For your closed/lost deals, focus on your largest ones — review
every call and email and ask your manager for specific feedback. For closed/won deals of top
reps, simply review every call and email and write down everything you can about what they do.

Deal Review Request Template

What to Send Your Manager
Hey Boss,

I recently lost this deal and am reviewing how I can improve.

When you have a moment can you review this late-stage call for the following?

1. Objection Handling: On a scale of 1-10 how well did I handle the pricing objection?
2. Differentiation: Got some hard-hitting questions on what makes us different from [competitor]. On a
scale of 1-10 how well did I differentiate our solution from theirs?
3. Close: On a scale of 1-10 how well did I attempt to book the next meeting?

— End of Guide —
Built by Saaspire • The Sales Enablement Platform
Questions or feedback? Reach out to your Saaspire representative.

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