📚 Sellai Sales Playbook💰
This is our consultative B2B sales playbook. Follow these steps to succeed in your sales career.
Tomi Suomela
Last Update 3 ay önce
Why Sellai exists?
🤏 Short version:
Because companies need active and consultative salespeople. Traditional solutions, like hiring a salesperson is sometimes too slow, non-agile, expensive, or risky solution.
Because companies need active and consultative salespeople. Traditional solutions, like hiring a salesperson is sometimes too slow, non-agile, expensive, or risky solution.
🙌 Long version:
We help B2B companies from prospecting to closing a deal to sell quality products and services for a niche market. Clients already have happy customers and have been successful in their local market. They choose us when they need end-to-end sales help growing more or even opening a new market in fragmented Europe.
Clients' problem:
Our clients have niche products and target groups. It's difficult to increase sales by increasing only volume when you only have 1000 dream prospects in your market. They have previously tried SDRs, marketing tactics, focusing on SEO, and so on, but they always need help from a salesperson to create momentum to the deals and close them. Hiring is expensive slow and risky.
Also growing becomes increasingly difficult when trying to open new markets. In every new market, there is new local competition, cultural differences and a different language.
When delivering their services, our clients value customer satisfaction and experience over quantity. Also in sales, a salesperson needs to cultivate a consultative relationship with the customer. That’s why we are called consultants who sell.
⭐ How do we solve it? ⭐
We’ll match clients with an ideal sales expert and help them start transparent sales work in less than two weeks. Sellai model scales easily up and down based on the client's needs. For sales experts, we bring more opportunities and community to their entrepreneurial sales careers.
Sellai Matchmaking connects clients with the ideal local salesperson. Our network extends across the Nordics, DACH, Benelux and UK.
Sellai Workspace creates transparency in sales work for both the client and the sales expert. This clarity is key to achieving sales Objectives and Key Results (OKRs).
Modern growth hacking tools are used, such as Zoominfo and La Growth Machine, ensuring a rapid start and client satisfaction.
What is consultative sales work?
Consultative sales work is a customer-centric approach where sales agents focus on understanding and addressing the specific needs and challenges of each customer. Instead of pushing a one-size-fits-all solution, salespeople engage in active listening, ask insightful questions, and use their expertise to tailor recommendations that align with the customer's business goals and market dynamics.
This method fosters trust, and long-term relationships, and is particularly effective in B2B environments where solutions are often complex and customized.
Is outbound still needed?
Yes - Outbound sales make sense almost always when you're selling something valuable. If you lean on inbound only, you will leave money on the table and grow slower than the competition, if at all.
🥜 Sellai sales process in a nutshell 🥜
Prospecting
Here we cover prospecting more deeply, but here is a quick description of Sellais dream prospect.
In our prospecting, we look for prospects who:
Simple example:
A great example of a good prospect is the Head of Growth, Sales or Expansion in your local B2B SaaS company that's successful in its local market and might be interested in expanding into new European countries. You could explain to him/her that you're part of a prestigious European-wide sales network and platform that can significantly aid their expansion efforts.
Here is a quick recap when booking a meeting:
In general, outreach attempts must:
Our first meeting is all about finding out if we can help solve the client's sales problems. We do this as a team, asking clear questions and really listening.
Here's an example of what to ask to make the discovery:
Remember, if discovery is done well, closing a deal is just about asking when they want to start.
In some cases, a second meeting might be needed, especially with more decision-makers, to focus on specific problems and get insights from our local sales experts. This helps us understand if the client is ready for our matchmaking.
Matchmaking
At this stage, the client is already engaged, but the deal isn't sealed yet. The burning question for them is: "Who will be the local salesperson to help me acquire new customers?"
It's common for the client to talk with 1-3 different candidates to make a decision.
There is a matchmaking guide for sales experts here. At this stage the salesperson usually asks help from our [email protected], to get assistance in the matchmaking process. Our matchmaker will assist in setting up matchmaking meetings and finalize the deal.
Signing the contract
The contract will be issued through our Pipedrive system, allowing us to monitor the progress of the signatories. If you don't have access to Sellai's Pipedrive, we will assist you in drafting the contract and forwarding it to the client.
We have an insightful article here about running sales workshops that you should check out. These workshops consist of two sessions, each lasting three hours. They are designed to help sales agents gain a deep understanding of the product and business and to get a quick start in sales. Additionally, these workshops challenge clients to identify and address their blind spots in their sales efforts.
Prospecting
Here we cover prospecting more deeply, but here is a quick description of Sellais dream prospect.
In our prospecting, we look for prospects who:
- Want to grow their business locally or in new markets.
- Can benefit from the help of a salesperson, because:
- They have a product that is either very specialized or highly customized
- And so it has a high quality and price tag, making personalized sales efforts worthwhile.
- They should already have some sales processes and tools in place.
- They are feeling the pressure to solve their sales issues right now!
Simple example:
A great example of a good prospect is the Head of Growth, Sales or Expansion in your local B2B SaaS company that's successful in its local market and might be interested in expanding into new European countries. You could explain to him/her that you're part of a prestigious European-wide sales network and platform that can significantly aid their expansion efforts.
Booking a meeting
Here is a quick recap when booking a meeting:
In general, outreach attempts must:
- Be concise and personalized.
- Demonstrate an understanding of the customer’s growth pain points.
- From the first contact, provide new information or fresh ideas.
- Have a clear objective, like a demo or matchmaking.
- Use the active contacting model and multiple channels to get the best result.
The Meeting: Discovering customer's pain points
Our first meeting is all about finding out if we can help solve the client's sales problems. We do this as a team, asking clear questions and really listening.
Here's an example of what to ask to make the discovery:
- Are you struggling to grow sales in Europe?
- What have you tried before to improve sales, like hiring local staff, using sales automation, working with agencies, or buying prospect lists?
- Is solving these sales issues a top priority for you now?
- Would you like our help in finding a local agent and starting sales quickly?
Remember, if discovery is done well, closing a deal is just about asking when they want to start.
In some cases, a second meeting might be needed, especially with more decision-makers, to focus on specific problems and get insights from our local sales experts. This helps us understand if the client is ready for our matchmaking.
Matchmaking
At this stage, the client is already engaged, but the deal isn't sealed yet. The burning question for them is: "Who will be the local salesperson to help me acquire new customers?"
It's common for the client to talk with 1-3 different candidates to make a decision.
There is a matchmaking guide for sales experts here. At this stage the salesperson usually asks help from our [email protected], to get assistance in the matchmaking process. Our matchmaker will assist in setting up matchmaking meetings and finalize the deal.
Signing the contract
The contract will be issued through our Pipedrive system, allowing us to monitor the progress of the signatories. If you don't have access to Sellai's Pipedrive, we will assist you in drafting the contract and forwarding it to the client.
We have an insightful article here about running sales workshops that you should check out. These workshops consist of two sessions, each lasting three hours. They are designed to help sales agents gain a deep understanding of the product and business and to get a quick start in sales. Additionally, these workshops challenge clients to identify and address their blind spots in their sales efforts.
👨💼👩💼 Quality prospecting
Great prospecting is the difference between an excellent salesperson and a regular salesperson. It helps identify the right leads, maximizes your conversion and revenue, and reduces sales cycle time.
It is impossible to compensate for bad prospecting. If you contact the wrong companies or the wrong people, how you work at later stages in your sales process will not make a difference.
What is a good prospect?
- There is a reason why a selected person within an organization might benefit from the service.
- A “prospect” contains the company & contact information needed, to reach the person (usually phone number & email address).
⚠️ One pitfall in sales is infinite prospecting ⚠️
It's the act of prospecting over 50 prospects without doing any sales activities. Over-prospecting is often the main reason for under-delivering. Make a maximum of 20 prospects and start selling.
It's the act of prospecting over 50 prospects without doing any sales activities. Over-prospecting is often the main reason for under-delivering. Make a maximum of 20 prospects and start selling.
A quick checklist for prospecting:
- Plan time to do prospecting weekly
- Have a clear goal for prospecting (for example 10 x ICP/week)
- Understand sources/channels/signals (eg Sellai)
- Hubs and existing networks, offices/coworking spaces
- LinkedIn networks of investors and owners - social monitoring
- Referrals of existing happy clients
- Events
- Lost deals, lost prospects/clients from Pipedrive that fit into the Ideal Customer Profile
- Lost reasons might be wrong timing, no consultant available, product not ready for market
- Recruitment announcements (a signal for growth goals)
- Nordic Sales Director/Manager - do not try to replace - help!
- Nordic Sales rep - if the recruitment has been going on for a long time.
- Use Zoominfo!
- People engaging with Sellai on social channels
- Don’t get stuck in one way of prospecting - figure out ways to mix it up. For example, swap prospects with a colleague or use AI tools.
☎️ Make quality multichannel outreach ✉️
Once you have the prospects, it's time to make quality multilevel outreach!
Decision-makers at the ICP level, such as CEOs and directors, encounter numerous outreach attempts daily. Standing out in this crowded field requires focus and a strong belief you can help them. There is no "dream script" on this level, you need to tell them you have done your homework and have a good reason to call.
Potential clients are more interested in discussing their businesses with other smart people than listening to sales monologues.
A vital reminder: quality sales outreach should never depend solely on one communication channel.
In general, outreach attempts must:
- Be concise and personalized.
- Demonstrate an understanding of the customer’s business environment.
- Provide new information or fresh ideas.
- Have a clear objective and a call to action.
- Below are detailed descriptions of various outreach methodologies.
📞 Cold calling
Cold calling is the most universal way to reach customers and get a discussion going. Making cold calls may feel intimidating to some, but is an essential tool to master in quality B2B Sales.
- Have a clear goal for the call (usually to set an appointment)
- How you say it is more important than what you say. Do you know how to get yourself into a winning feeling?
- Always have a business case. Why are you calling this customer?
- For example: relevant case study. Recommendation. Referral. Industry changes. Personnel changes. (The specific thing doesn’t always matter: what matters is, that it is original and shows commitment and expertise/gives food for thought).
- Follow a structure. Have a written script for the opening and key value propositions. If each call is completely different, it is hard to figure out if is it just bad luck, or a bad call. Refer to other sales agents for scripts and adapt to your personality and situation.
⭐ Pro-tip! Set up a routine for cold calling sessions eg. 2 hours/day. Don't stop due to bad responses. Our best-earning sales experts do this.
EXAMPLE COLD CALLING SCRIPT
As said before there is no "magic script". You need to have an idea of the customers' growth problems and teach them about our platform. This is a good example:
Hi, this is [your name]
I am calling regarding your goals of growing internationally. I've seen good posts on LinkedIn and totally support your journey! I'm calling from Sellai, do you know about us?
Problem...
Ok. We are a platform helping B2B companies to grow in fragmented European markets. We understand the problems of trying to get customers from new markets. The culture is always different, hiring is slow and risky, and competitors are new. Nothing ever goes just like planned.
About Sellai solution...
We have a platform and a network of super-good salespeople around Europe. We do B2B solution sales to customized customer target groups from prospecting to closing. We are not just SDRs, rather we are consultants who help you to open those new markets efficiently.
Ask open-ended questions...
Do you feel sometimes that it's difficult to have control of the sales in new markets?
How is your sales going at the moment?
Do you find super-talented salespeople easily?
Would it be devastating now to let those salespeople go, if it doesn't work for you?
Have you been working with resellers or traditional agents, how did it go?
Are you hitting your sales targets?
Book a meeting...
Ok, based on this discussion I think it would make sense for us to explain our platform model which is quite different. How about having a meeting next Tuesday at 2 pm?
I am calling regarding your goals of growing internationally. I've seen good posts on LinkedIn and totally support your journey! I'm calling from Sellai, do you know about us?
Problem...
Ok. We are a platform helping B2B companies to grow in fragmented European markets. We understand the problems of trying to get customers from new markets. The culture is always different, hiring is slow and risky, and competitors are new. Nothing ever goes just like planned.
About Sellai solution...
We have a platform and a network of super-good salespeople around Europe. We do B2B solution sales to customized customer target groups from prospecting to closing. We are not just SDRs, rather we are consultants who help you to open those new markets efficiently.
Ask open-ended questions...
Do you feel sometimes that it's difficult to have control of the sales in new markets?
How is your sales going at the moment?
Do you find super-talented salespeople easily?
Would it be devastating now to let those salespeople go, if it doesn't work for you?
Have you been working with resellers or traditional agents, how did it go?
Are you hitting your sales targets?
Book a meeting...
Ok, based on this discussion I think it would make sense for us to explain our platform model which is quite different. How about having a meeting next Tuesday at 2 pm?
COLD EMAILS
There are different ways to use email in B2B sales. For example
- Cold email marketing
- Personalized email outreach
- Email nurturing
- Spamming
- etc.
⚠️ Warning: In consultative B2B sales with niche target segments, trying to do high volume, low-quality method, just doesn't work. Don't do it. ⚠️
Even with our own sales automation, we keep the list super-targeted. This makes the list also short. High-quality sales automation has highly targeted 50 people in the list, who are contacted in multiple channels like Linkedin and E-mail, to ensure the results.
So remember - Spamming doesn't work
Whew, finally now we got that out of the way, we can focus on how to do personalized high-quality messages.
The structure of a good e-mail
A great email isn’t talking about you. It follows a similar structure to a great phone call, although E-mails get far fewer responses, as well and you don’t get feedback from emails as quickly. Also, you lose the opportunity to challenge the customer and the tone of voice, you get on the phone.
⭐ Pro-tip! Focus on the headline twice as long as your e-mail itself.
Using video in cold contacting
Using videos in cold outreach for B2B can be a powerful way to make your messages more engaging and personalized. It shows you are willing to throw yourself out there and a majority of salespeople are not willing to make the effort. With a good process, you can pump out great videos in 5-10 minutes.
The script is the same as your cold call.
Sellai CEO, Teemu, sends videos in text messages. In this case, they should be less than 45 seconds long.... So proper pitches.
Sellai’s model of active customer contacting
Okay, now we have covered methods. How do I put this into action?
Start the week with, for example, 10 new prospects. Using multiple channels offers the added benefits of each, and allows the customer to respond via the channel that suits them best.
It's better to try to reach the prospect multiple times one week, than one time for multiple weeks. This model brings in the best results for active high-level outreach.
It's better to try to reach the prospect multiple times one week, than one time for multiple weeks. This model brings in the best results for active high-level outreach.
The active contacting model is efficient processing of prospects
Optional: 1 - 2 activities next week (if the client is on holiday, for example).
Email Invite & Agenda Template Checklist
Email Invite:
Subject: Scaling in Europe - Platform for complex B2B sales
Hi NAME,
As we discussed on the phone, I scheduled to discuss our potential sales cooperation.
Below is the short agenda for our meeting:
I am looking forward to our discussion and hearing what you think about our platform and network.
Best regards,
YOUR NAME
As we discussed on the phone, I scheduled to discuss our potential sales cooperation.
Below is the short agenda for our meeting:
- Introductions
- Discussing the current growth situation.
- What is working well? Areas for improvement?
- How we have helped similar companies to grow in Europe.
I am looking forward to our discussion and hearing what you think about our platform and network.
Best regards,
YOUR NAME
The meeting - Is all about discovery!
In our first meeting, our main job is to figure out if the client has sales problems we can help with. We do this together with the client, not just by ourselves.
We'll ask simple questions, really listen to what the client says, give them some new ideas to think about, and see if we can be useful to them.
This video is a good tutorial of asking difficult questions from a customer.
"If discovery is done correctly and to a good prospect, closing a deal is merely just asking the customer, when do they want to start?"
Ilkka Laine, 3x voted MVP in Sellai.
Questions to help you make the discovery:
These questions help you to make the discovery. Obviously, you need to make them fit your tone of voice and your prospect's situation, but you get the idea.
1. Have you encountered difficulties in expanding your sales within Europe?
2. What alternatives have you previously tried to improve sales? For example,
- Have you hired local salespeople,
- implemented sales automation in English, not getting results,
- engaged with booking agencies,
- worked with traditional agents,
- talked with resellers
- bought prospect lists
3. Is fixing these sales issues a priority for you at this time?
4. Would it be appealing to you if we could match you with a suitable local agent, create a sales automation, and start selling next week?
💑 Last question - Do you want to start the free matchmaking? 💑
Additional questions to help you out:
- Can you share insights about your target market?
- What are your specific sales goals and expectations for the upcoming quarter/year?
- Could you walk us through your current sales process?
2nd meeting is already giving them concrete help
Often, a second meeting is unnecessary. However, when it does occur, it typically involves a larger group of decision-makers and focuses more on the problems we aim to solve. Often it is good to have a local sales expert in the meeting already describing the market and giving their view. By this stage, it's usually evident whether the client is ready to proceed with the matchmaking process.
Matchmaking meeting! 💑
The matchmaking meeting is around 30-minute meeting between a potential Sellai client and a fitting sales expert. Matchmaking meetings occur after a client has interacted with a Sellai sales expert and is well-informed about how our platform and service works.
At this stage, the client is already engaged in the sales process, but the deal isn't sealed yet. The burning question for them is: "Who will be the local salesperson to help me get new customers?"
It's common for the client to talk with 1-3 different candidates to make a decision. For sales experts it is also normal to get a new client from every 4th matchmaking meeting. So it's not a match every time, but there is a good chance of getting a client.
🏹 Matchmaking is like blind dating - It's all about first impression 💘