10 Rules of prospecting

Tom shares his top 10 rules for prospecting, taught to over 1,000 salespeople:

1. Start with problems: Focus on solving the prospect's #1 problem + Replace your pitch with a clear problem statement.

2. Have a trigger: Use relevant triggers (job postings, marketing info) to connect with your problem statement.

3. Pace, length, tone: Master these elements since body language isn't available in cold calls.

4. Use multiple channels: Reach prospects where they are (email, phone, LinkedIn, etc.).

5. Sell like a scientist: Don't get discouraged by failures; change variables and retry.

6. Stop winging it: Prepare in advance, block your calendar, and eliminate distractions.

7. Build winning habits: Turn outbound efforts into habits and maintain consistency.

8. Play sales moneyball: Be consistently good rather than occasionally great.

9. Don't stop short: Persist in your efforts; success may be just a bit further.

10. Have fun & be a learning machine: Enjoy the process and continually seek knowledge.

4-5 meetings from top accounts per quarter

Steal this tip from Zoë to target execs: Execs prefer talking to other execs, not SDRs. The solution: Partner with your VP of Sales or CRO.

Steps:

1. Get your exec to send LinkedIn connection notes to top contacts.

2. Create an email alias for your exec using Apollo).

3. Write a 3-step sequence (2 emails + 1 LinkedIn DM).

4. Run the sequence, Bcc your exec.

5. Collaborate on replies to schedule calls.

Note: Use for top accounts only. Keep your exec in the loop.

Bonus: Include exec-to-exec gifting.

Outbound prospecting framework

Anthony outlines a basic framework for outbound prospecting.

1. Account selection

• Focus on X accounts per week.

• Block time for prospecting.

• Enterprise SDRs: 2-4 new accounts daily.

• Mid-Market SDRs: 5-7 new accounts daily.

• Try 5x5: 5 new accounts, 5 new contacts per account.

2. Create a hypothesis

• Why are you reaching out? Consider:

  • Previous engagement, news, competitor usage, intent data.

• Prioritize high-intent accounts.

3. Sequence contacts

• Sequence X contacts per account weekly.

• Track in a Google Sheet.

4. Partner with SDR or AE:

• AEs, guide your SDRs and share hypotheses.

• Work as a team.

5. Filter tasks by engagement:

• Prioritize tasks based on email opens (3+ times).

6. Use phone & video:

• For warm prospects/accounts.

• Use tools like Sendspark for video.

7. Use X/Google News:

• Find info on X and Google.

• Use ListenNotes for podcast snippets.

8. Personalize and be relevant:

• Messaging should be both personalized and relevant.

• Email framework:

  • "Hey [Name], [trigger].

  • [Problem].

  • [Solution with proof].

  • Open to learning more?"

Use LinkedIn Sales Navigator for steps 1-3.