The Prospecting

Blueprint
How to overfill your pipeline
And smash your quota as an SDR or AE

By Christian Krause
Intro: What’s Inside The Course?
Intro: Course Goals

● Be proficient at prospecting
● Fill your pipeline with high-quality deals
● Confidence to (over-) achieve your quota
● Be consistent at prospecting
● See results from prospecting
Intro: Your Instructor Christian Krause
“Everyone can make 6 figures in sales”

● >4 years with Salesforce.com, the world’s #1 SaaS sales org

● SDR: $1.2M in pipeline, $320k ARR contributed
● BDR: $4M in pipeline, $1.8M ARR contributed
● 1st year AE: $500k ARR closed , 500% growth
● 2nd year AE: VC partner manager
● 110% quota attainment YTD
Intro: Your Instructor Christian Krause
“Everyone can make 6 figures in sales”

● 37,000 LinkedIn followers

● 3,000 newsletter subscribers
● 338 video course students
● 50+ 1-on-1 coachees
Intro: Who Is This Course For?

● SDRs/BDRs who are looking to upskill and get ready for AE promotion
● AEs in SMB/mid market who want to consistently win new logos and
overachieve their quota
● Sales leaders who want to coach their team to prospect better
● Sales professionals who want to crack into SaaS
● Freelancers and agency owners who want to find more clients
X: Who Is This Course Not For?
● You look for a silver bullet or secret sauce.
● You do not believe in investing in yourself or a coach.
● You do not believe in following the proven principles of a practitioner.
● You want to see instant results and do not have the patience to put in the work
for >3 months.
What’s in each chapter?
❏ PROBLEM: The top mistakes to avoid as a seller
❏ SOLUTION: My very own frameworks to help
❏ APPLICATION: sales assets & exercises

You also get

❏ Lifetime access to videos, slides & assets

❏ Discount for The Closing Playbook (part 2)
How to get the most out of this course
1. Watch the course 1x from beginning to end.
2. Download all the sales assets.
3. Rewatch slowly & take notes.
4. Complete all exercises after each chapter.
The Fundamentals: 8 Steps To Revenue
Intro: Course Curriculum

Part 1: The Part 2:

Prospecting The Closing
Blueprint Blueprint
Jan 9th, 2023 Apr 17th, 2023
Intro: My 8-Step Framework

1. Identify
ideal prospects
Intro: My 8-Step Framework

2. Meaningful
messaging
Intro: My 8-Step Framework

3. Prospecting
process
Intro: My 8-Step Framework

4. Overcome
objections
Intro: My 8-Step Framework

OUT OBJECT
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IN THIS COURSE
Intro: My 8-Step Framework

5. Deep
discovery
Intro: My 8-Step Framework

6. Master
MCP
Intro: My 8-Step Framework

7. Validate
Value
Intro: My 8-Step Framework

8. Commercials
& Close
Intro: My 8-Step Framework

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Are you ready?
chrisbitscoaching@gmail.com
Or DM me on LinkedIn
The Prospecting
Blueprint
How to overfill your pipeline
And smash your quota as an SDR or AE

By Christian Krause
Intro: My 8-Step Framework

1. Identify
ideal prospects
Chapter 1: Identify Ideal Prospects
THE PROBLEM
The #1 mistake every salesperson makes:

They try to sell to everyone.

THE PROBLEM
Not being clear on ICP causes

● Low success rate

● Hard work and long hours
● Lots of rejection and objection handling
● Impact on your confidence

You will dread prospecting.

Not every prospect is a good fit.
You need to treat them differently.

Inbound leads
Low hanging fruit

Challenge

Nurture, educate

Do not engage
The Buyer Journey has changed.

You must disrupt the buyer journey to become

part of the conversation.
THE SOLUTION: My ICP Framework

ACCOUNT

“Your competition is cheaper”

THE SOLUTION: My ICP Framework
ACCOUNT METRICS
ACCOUNT

● Industry
● Company size
● Company growth
● Revenue model
● VC funding

Ask your marketing team.

THE SOLUTION: My ICP Framework

ACCOUNT PERSONA

“I’m not the right person”

THE SOLUTION: My ICP Framework
BUYER PERSONA
ACCOUNT PERSONA
● Title
● Department
● Seniority
● Tenure

Run a CRM report:

closed-won opportunities
with key decision makers.
THE SOLUTION: My ICP Framework

ACCOUNT PERSONA

“Call me in 6 months.”

ICP

TIMING
THE SOLUTION: My ICP Framework
TRIGGERS
ACCOUNT PERSONA
● Executive leadership change
● International expansion
● New product launch
● Tech stack they use ICP
● Headcount growth
● Open job roles
● Funding event
● Intent data
TIMING
● M&A
APPLICATION: Your ICP Identification Sheet
Why we do this exercise:
So that you deeply understand who EXACTLY is your ICP so that you can
prospect with snyper focus and great conversion rates!
APPLICATION: Your ICP Identification Sheet
❖ Exercise 1): Spend some time thinking about the perfect prospect account.
➢ Think about industry, company size, geographic region, growth, VC funding, etc.
➢ Fill out the ACCOUNT SECTION of the ICP Cheat Sheet.
➢ Build a list with your top 20-50 FOCUS accounts to prospect into
➢ Extra mile: run your account search in LinkedIn Sales Navigator and save it.
Set notifications to weekly. You will get an email every week with new, interesting
accounts to prospect into.
APPLICATION: Your ICP Identification Sheet
❖ Exercise 2): Spend some time thinking about the ideal persona.
➢ Run a CRM report on closed-won opportunities and filter by decision maker.
➢ Identify the most common titles. Add them to the PERSONA section of the ICP
Sheet.
➢ Extra mile: run a lead search in LinkedIn Sales Navigator. Type in your top 20-50
accounts and filter by 3-5 buyer personas.
➢ Set notifications to weekly. You will get an email every week with new, interesting
prospects to target.
APPLICATION: Your ICP Identification Sheet
❖ Exercise 3): Spend some time thinking about triggers
➢ What are visible signals that indicate your prospects are likely to have a need for
what you sell? Think funding, growth, leadership change, expansion etc.
➢ Now: identify data sources to monitor those triggers.
Examples: LinkedIn Sales Navigator, Google Alerts, Crunchbase
➢ → FIll out the ICP Cheat Sheet!
➢ Extra mile: put Google Alerts on your Top 50 named accounts.
BONUS TIP: Automate trigger monitoring
In an ideal world, you get emails in your inbox every day with new triggers:

● Sales Navigator saved searches

● Crunchbase funding
● Google Alerts

Setting up these alerts will take the guesswork out of your prospecting.
BONUS TIP: Data Sources

Funding

Headcount growth

Leadership change

M&A, product launch,

expansion

Tech Stack

Intent data
 Need help with
Sales Navigator?
Check out my playbook:
www.gum.co/salesnavigatorplaybook

300+ students, 32 5-star ratings

Chapter 2: Meaningful Messaging
Intro: My 8-Step Framework

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Intro: My 8-Step Framework

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THE PROBLEM
The #2 mistake every salesperson makes:

They pitch their product features.

THE PROBLEM
Here’s what happens when you pitch your product:

● Buyers hate pitches

● Delete, archive, ignore
● The Wall Of Resistance Goes Up
● You position a solution without knowing the problem.

You will face a lot of rejection.

THE PROBLEM: Seller-centric messaging
● This is how you were trained by sales
enablement.
● This comes from your marketing
department.
● It’s how your company wants to be
seen.
● It’s written for a large, generic
audience.
● It’s all about you.
THE SOLUTION: Buyer-centric messaging
● Speaks the customers language
● Their problems and challenges
● Specific audience (ICPs)
● Strengths, weaknesses
● Open & transparent
THE SOLUTION: TPC Messaging Framework

● Example: “Congrats on your $5M Series A funding!

Trigger ● What it does: shows you did 5 minutes of research.
This is not an automated spammy sales message.
● Also: attention grabber & instant relevance.
● Tip: use trigger as the email subject line
● Example: $5M Series A
THE SOLUTION: TPC Messaging Framework

● Example: “what we usually see with Series A startups…”

Trigger ● The more persona-based and specific, the better
● What it does: establishes your credibility
● Always highlight the business impact
Problem
statement ● Prospects want to learn from you!
● Validates a problem exists
● Lowers resistance
● Sparks curiousity
THE SOLUTION: TPC Messaging Framework

● Always interest-based call to action. Never time-based.

Trigger ● Example: “Curious to learn more?”, “Relevant at all?”
● Time commitments scare prospects away.
● Optional: Tease interest with a use case.
Problem
statement ● Or: Tease interest with a reference.

Call to
action
EXAMPLE 1
EXAMPLE 2
APPLICATION: The Meaningful Messaging Matrix
Why are we doing this exercise?
So that you can craft compelling messaging on autopilot that resonates with
your prospects and books meetings!
APPLICATION: The Meaningful Messaging Matrix
❖ Exercise 4): Relate triggers to persona-based problems
➢ Think about your top 3 target personas:
➢ How do your top trigger events impact them personally?
➢ Go a bit deeper and think about: what are their top goals, challenges, fears and
worries? What frustrates them the most? What would relieve their stress?
➢ What are your top 3 name drop references?
➢ What’s your interesting teaser use case?
➢ Now fill out your Meaningful Messaging Matrix!
 Need help with
your messaging?
Book a team training with me:
chrisbitscoaching@gmail.com
Chapter 3: Prospecting Process
Intro: My 8-Step Framework

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Intro: My 8-Step Framework

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THE PROBLEM
The #3 mistake every salesperson makes:

Not having a prospecting system.

THE PROBLEM
Here’s what happens when you do not have a system:

● You lose a lot of time.

● You prospect sporadically.
● You always wonder what to do next.
● You lack the consistency to bring results.

You will never have enough pipeline.

THE SOLUTION: A Prospecting Algorithm
You need a system that leaves nothing to chance.
It tells you
● How much you need to prospect (quantity)
● How to prospect (high quality cadence)
● When to prospect (time management)
THE SOLUTION: 1) Quota Attainment Plan (quantity)
Annual quota $500,000

Pipe coverage 3x

Pipeline target $1,500,000

AE pipeline share 75%

AE generated pipeline target $1,125,000

Sourced pipeline from whitespace 40%

Whitespace pipeline $450,000

Average deal size $15,000

# Deals 30

New deals / month 3

Meetings / week 2
THE SOLUTION: 1) Quota Attainment Plan
Annual quota $500,000

Pipe coverage 3x

Pipeline target $1,500,000

AE pipeline share 75%

AE generated pipeline target $1,125,000

Sourced pipeline from whitespace 40%

Whitespace pipeline $450,000

Average deal size $15,000

# Deals 30

New deals / month 3

Meetings / week 2 *2 meetings/week = 5 new accounts

APPLICATION: Quota Attainment Plan
❖ Exercise 5): Reverse-engineer your quota to monthly, weekly and daily
KPIs you need to hit
APPLICATION: Quota Attainment Plan
❖ Exercise 5): Access your QAP asset.
➢ Think about your quota attainment goal.
➢ Collect some data (or make educated guesses on your conversion rates).
➢ Set yourself a weekly goal of accounts to target and meetings to book.
➢ Set yourself a daily goal of the number of leads you will call & email!
THE SOLUTION: 2) The Hub And Spoke Sequence (quality)
● Multi-channel
● Email serves as the hub, Mail

the key piece of info

?.. Call
● VM + Social + other
channels point towards EMAIL
email as spokes
VIDEO
● Call & video = same VM
content
IN
THE SOLUTION: Pros & Cons of each channel

CHANNEL PRO CON

Easiest available contact info Hard to stand out

Condense information Domain health

Most powerful sales tool Contact info not always available

Fastest way to book meetings Most painful rejection

Put a face to the name Not everyone is active on social

Fly under the “sales radar” High wall of resistance

Great way to show personality Not efficient to produce

Great value add If unopened, wasted effort
THE SOLUTION: Hub And Spoke Sequence

DAY 1 DAY 2 DAY 3

Condense your research Try your luck on another call. Try your luck on another
with the TCP framework No voice message call. No voice message

Call for maximum speed LinkedIn connection request: Bump your email with a
to meeting “Put a face to the name” video message

Leave a voicemail to get

your email opened
THE SOLUTION: 3) Time Management
Some time management tips for prospecting:

● Block it in the calendar

● Color code your calendar
● Inform your manager & team
● Turn of all notifications & distractions
● Block like activities, e.g. 1 hour only calls, 1 hour only emails
THE SOLUTION: 3) Time Management
❏ Color-coded
❏ Blockers with clear
instructions
❏ Visible to everyone
❏ Prepare next day end
of day
❏ Prepare next week
end of week
APPLICATION: Sustainable Prospecting Tracker
❖ Exercise 6: Plan Your Prospecting Week
➢ So that from now on you will prospect consistently!
➢ So that you never again lose track of where you left off!
APPLICATION: Prospecting Planner
❖ Exercise 6): Access your Prospecting Planner.
➢ Decide on your weekly and daily prospecting goals.
➢ Block out next week’s calendar (and all weeks after that) with your prospecting
activities.
➢ Pick your accounts and leads for next week and fill them in the research and
cadence tabs.
 Want more
prospecting tips?
Join 3,000+ ambitious
salespeople on my newsletter:
www.christiankrause.com
Chapter 4: Overcoming Objections
Intro: My 8-Step Framework

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Intro: My 8-Step Framework

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THE PROBLEM
The #4 mistake every salesperson makes:

They stop at the first “no”.

THE PROBLEM
Here’s what happens when you stop at every objection:

● You never get to do discovery.

● You never get to find problems to solve.
● You will never add more value than other sales reps.

You will never uncover real business opportunities.

THE SOLUTION: A different mindset towards objections.
★ 95% of all objections come down to the same 5-6 themes.
★ Objections is where you can add value as a salesperson.
★ Every objection is an opportunity for discovery.
★ Good objection handling is a differentiator.
★ Objections mean you are taken serious.
★ If you can pass 3-4 Nos, you’re golden.
THE SOLUTION: Objection Handling Techniques
1. Labelling (Chris Voss)
● Makes the prospect feel heard
● Takes down friction & resistance
2. Mirroring (Chris Voss)
● Energy balancing
● Opens door for discovery
3. Problem Question
● Your value add as a salesperson
● Differentiator & credibility
THE SOLUTION: Labeling
= an overly assumptive paraphrasing of what the prospect has said
➢ Makes them feel safe to say “no”
➢ The principle of reverse-selling
➢ Opens the door for discovery
Example: “We already have a vendor in place”
Labeling: “It sounds like you are 100% happy & long term committed to that vendor”
THE SOLUTION: Mirroring
= repeating 3-4 key words of what the prospect has said.
➢ Prompts them to elaborate their point
➢ More room for deeper discovery
➢ Chance to ask Problem Question
Example: “Not necessarily long term, but for the moment we have no need”
Mirroring: “Not long term?”
or “For the moment?”
THE SOLUTION: Problem Question
= highlighting a problem or challenge that the prospect might be unaware of
➢ Expands the conversation away from the point of objection
➢ Highlights your competitors weakness / your strengths
➢ Adds unique value from you as the salesperson
Example: “In 6 -12 months we evaluate alternatives”
PQ: “Makes sense. Can you help me understand how you (insert what your
competitor solution cannot do) at the moment?”
THE SOLUTION: Problem Question
Example from Josh Braun’s newsletter:
● Objection: I’m not interested.” “I have dog food.”
● Problem Question: shine a light on the dangers of dry dog food.
“The American Vet Association came out with a statement warning that 58% of
dogs on a dry food diet are overweight or obese, which increases the risk of
cancer. If you don’t mind me asking, what are you feeding your dog today?”
● → What terrible, no good, very bad thing happens if your prospects stick with
their current "dog food?"
APPLICATION: Objection Handling Flashcards
❖ Exercise 7): Access your Objection Handling Flashcards.
➢ Think about the topic 6-8 objections you hear from prospects.
➢ For each objection, think of a way to apply
■ Labeling
■ Mirroring
■ And Problem Question
➢ You can use my examples for guidance.
➢ Print out these flashcards, keep Post-Its or keep them otherwise visible on your
desk! Review them every morning before your cold calling session
 You want to
progress & close
that pipeline?
Hang on for the section below:
Preview of
The Closing Blueprint!
Teaser: The Closing Playbook
What we covered so far:

OUT OBJECT
ICP USP REACH IONS

IN THIS COURSE
Intro: My 8-Step Framework

5. Deep
discovery
Intro: My 8-Step Framework

6. Master
MCP
Intro: My 8-Step Framework

7. Validate
Value
Intro: My 8-Step Framework

8. Commercials
& Close
What to expect in the next course:

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What to expect in the next course:
❏ Deep Discovery Checklist
❏ Mutual Close Plan Mastery
❏ Value Validation Framework
❏ Commercial Closing
 Thank you!
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