B2B Outbound

Expanding Punch!'s Global Footprint

LONDON, [5 August 2024] - Punch!, a leading UK-based sales development agency, today announced its acquisition of Khronos, a US-based account-based marketing (ABM) and outsourced sales development firm. This strategic move instantly triples Punch!'s US operations and positions the company as a formidable player in the global sales development market.

The acquisition addresses growing demand from Punch!'s expanding US client base and enables the delivery of consistent, high-quality services across the EMEA and US regions. It brings Khronos' innovative "priority engine" technology into Punch!'s portfolio, enhancing the company's ability to identify and prioritise high-intent sales opportunities.

Enhancing Data-Driven Capabilities

James Snider, CEO of Punch!, stated, "This acquisition isn't just about growth—it's about speed to market and enhanced capabilities. What would have taken us 12 to 18 months to build organically, we've achieved overnight. We're now uniquely positioned to offer global services with a data-driven edge that can significantly shorten sales cycles for our clients."

Kenny Andersen, part of the senior leadership at Khronos, expressed his enthusiasm for the merger: "I am extremely excited about the merging of Khronos and Punch! and what it means for us and our clients. By integrating Punch!'s proven outbound sales capabilities with Khronos' expertise in account-based marketing programs, we're creating a unique solution for B2B sales and marketing organisations. This will allow us to deliver more effective outreach and achieve better results for global go-to-market initiatives. We look forward to the opportunities this brings, benefiting our clients with enhanced capabilities and offering new growth prospects for our employees."

Key points of the acquisition include:

• Immediate tripling of Punch!'s US business operations
• Integration of Khronos' priority engine technology into Punch!'s service offerings
• Expansion of services for both companies' existing client bases across EMEA and US markets
• Formation of a senior leadership team in the US will be headed by Kenny Andersen as the Managing Director of US.

The merger, which has been in discussion since an initial meeting between Snider and Khronos' original founder at a 2018 marketing conference, demonstrates the power of long-term networking in the B2B space.

As the integration process unfolds, Punch! aims to roll out Khronos' priority engine service to the EMEA region, further strengthening its position in the global sales development market.

For more information, please contact: Marita van der Merwe [marita.vandermerwe@punchb2b.com]

Table of contents

• What Is an SDR?
• Modern SDR Prospecting
• Why You Need an SDR Team
• The SDR's Job Role: More Than Just Cold Calling
• Conclusion: SDRs Drive Demand Gen and Revenue Growth

What is an SDR?

An SDR, or Sales Development Representative, is a sales professional who focuses on the initial stages of the sales process. They're the front-line troops in B2B sales. 

Their primary goal is to generate and qualify leads, setting the stage for Account Executives to close deals.

Modern SDR Prospecting

SDR prospecting is the process of finding and engaging potential customers who may be interested in a company's products or services. It involves researching, reaching out to, and qualifying new leads to create a pipeline of opportunities for the sales team.

Effective prospecting is crucial for SDRs as it lays the foundation for successful sales conversations and ultimately drives revenue growth.

Modern SDR prospecting uses:

• Intent data to spot buying signals
• Phone and video outreach
• Social selling on LinkedIn
• Personalised email campaigns

Why You Need an SDR Team

A dedicated SDR team is crucial for companies aiming to accelerate growth and maximise revenue. Without SDRs, your sales process crawls. With them, it sprints. 

By implementing an SDR team, businesses can significantly improve the consistency of their pipeline, allowing Account Executives to concentrate on closing deals. This specialisation leads to increased efficiency, shorter sales cycles, and improved conversion rates.

Moreover, SDRs play a pivotal role in gathering valuable market insights, allowing sales teams to be more focused in their sales efforts, and ensuring that only qualified leads progress through the sales funnel. This targeted approach not only boosts overall sales performance but also contributes to higher customer satisfaction and retention rates. 

To summarise:

1. Focus: A dedicated SDR team allows account executives to focus on closing, not prospecting.
2. Speed: SDRs create a constant flow of qualified leads.
3. Efficiency: Less time wasted on poor-fit prospects.
4. Data: SDRs gather intel that improves targeting and messaging.

The SDR's Job Role: More Than Just Cold Calling

SDRs wear many hats. Their responsibilities extend far beyond traditional cold calling, encompassing a range of activities that fuel the sales pipeline and drive revenue growth. Their job includes:

1. Prospect Research

SDRs leverage advanced tools like LinkedIn Sales Navigator and ZoomInfo to find decision-makers within target organisations. They analyse company news, industry trends, and social media activity to uncover sales opportunities and tailor their approach.

2. Outreach and Engagement

Effective SDRs utilise multiple communication channels to connect with prospects. They craft personalised emails, make warm calls, and engage on social media. Their primary objective is to initiate meaningful conversations that lead to qualified sales meetings.

3. Lead Qualification

Not every lead is a good fit. SDRs use frameworks like BANT (Budget, Authority, Need, Timeline) to qualify prospects and ensure that only the most promising prospects are passed on to Account Executives, optimising the sales team's time and resources.

4. Pipeline Management

SDRs use Customer Relationship Management (CRM) systems to track leads and sales activities. They move prospects through the early stages of the sales funnel. This creates a predictable pipeline for the sales team.

5. Market Intelligence

As the first point of contact with potential customers, SDRs gain unique insights into market trends, common objections, and evolving customer needs. Smart companies use this intel to refine their product offerings, marketing strategies, and overall sales approach.

Smart companies leverage this intelligence to refine their 

Conclusion: SDRs Drive Demand Gen and Revenue Growth

SDRs are more than just appointment setters. They're the engine that drives demand generation and predictable pipeline, setting the stage for successful deals. 

For companies looking to scale their sales efforts, investing in a strong SDR team is an essential strategy, improving sales efficiency and accelerating growth.

Implementing an effective SDR strategy may require some initial investment, but the long-term benefits in terms of increased revenue and scalable growth make it a worthwhile endeavour for B2B companies of all sizes.

[blog_at_glance]

Outbound sales can be a tough nut to crack. You're out there, hustling every day, trying to generate leads and close deals. But how do you really know if your efforts are paying off? .

I've been there. I remember my first outbound sales gig - I was eager to crush it and prove myself. But after a few months of grinding, I realised I had no idea if I was actually making progress. It was like running on a treadmill - a lot of sweat, but no real movement.

That's when I learned the importance of measuring the right outbound sales metrics and KPIs. Because let's be real, if you're not tracking your performance, you might as well be throwing darts blindfolded.

Table of contents

• ROI
• Deals to Close
• Opportunities or Pipeline
• Discovery Calls to Close Won Rate
• Discovery Calls Booked vs. Sat
• Conversations to Discovery Calls Rate
• Final word

So, let's dive into the 6 key performance indicators (KPIs) you need to ask to assess to establish whether your outbound strategy is actually successful.

1. Return on Investment (ROI)

Is your outbound sales strategy actually generating a return on investment? This is where you need to put on your accountant hat and crunch some numbers.

The simple way to do this is to look at your total outbound sales expenses (salaries, tools, tech, etc.) and compare them to the revenue generated from your outbound efforts. If you're spending more than you're bringing in, it's time to re-evaluate your approach.

Treat your outbound strategy like a business - if it's not profitable, it's not sustainable.

2. Deals to Close Rate

Generating pipeline is great, but if those opportunities aren't converting into closed won, something's off. Your deals to close ratio is a critical outbound sales metric that tells you how effective your team is at sealing the deal.

Take a look at the number of closed deals compared to the total number of opportunities generated. If your close ratio is low, it could be a sign that your sales process needs some tweaking. Are you qualifying leads properly? Are you addressing objections effectively? Are you following up enough?

3. Pipeline

Generating pipeline is the lifeblood of any outbound sales strategy. When your pipeline is inconsistent, so is revenue. A steady revenue flow requires the right mix of demand generation, account nurture and deal close.

Track your pipeline generation over time - are you seeing a steady increase in the number of qualified leads entering your funnel? If not, it's time to take a hard look at your outreach tactics and messaging. Your sales team’s capacity can also impact the pipeline: if they’re too busy closing deals, prospecting efforts can be neglected, leaving the pipeline to dry up.

Don’t let your pipeline generation become an afterthought, or you risk a future dip in revenue.

4. Discovery Calls to Close Won Rate

Okay, so you've had a great discovery call - the prospect is engaged, asking all the right questions, and seems genuinely interested. But how often do those calls actually convert into closed deals?

Your discovery call to close ratio is a crucial outbound sales metric that sheds light on the effectiveness of your sales process. If you're having killer discovery calls but struggling to close, it's time to examine your follow-up game.

Are you sending personalised, value-driven proposals? Are you addressing any lingering concerns or objections? Are you staying top-of-mind with timely check-ins and valuable insights?

Remember, the fortune is in the follow-up. Don't let those hard-earned discovery calls go to waste.

5. Discovery Calls Booked vs. Sat

You've booked the discovery call -  great! 

But if the prospect doesn't show up, it's all for naught. Tracking your discovery calls booked to discovery calls sat ratio is key to identifying any issues with your booking process.

Are you making it easy for prospects to schedule and attend calls? Are you sending reminders and providing clear instructions? Are you booking calls at times that work for your prospects' busy schedules?

No-shows are a bummer, but they're also an opportunity to optimise your process and improve your show rate.

6. Conversations to Discovery Calls Rate

Finally, let's talk about the top of the funnel - the initial conversations you're having with prospects. Whether it's through cold calls, emails, or social media outreach, these chats are the first step in building a relationship and generating interest.

Track your conversations to discovery calls booked ratio to gauge the effectiveness of your outreach. If you're having a ton of conversations but struggling to book discovery calls, it's time to reassess your approach.

Are you targeting the right people? Is your messaging compelling and customer-centric? Are you asking for the meeting at the right time, in the right way?

Optimising your outreach strategy can have a big impact on your overall pipeline generation and revenue growth. So don't neglect this critical piece of the puzzle.

Final Word

Whew, that was a lot to take in! But trust me, asking these 6 key questions and tracking the right outbound sales metrics is absolutely essential to the success of your outbound strategy.

It's not about working harder, it's about working smarter. By consistently measuring and optimising your performance, you can make data-driven decisions that lead to real, tangible results.

You may even realise that your current solution is not working, your sales team lack capacity to attend successfully to each of the KPIs, or that it’s time to approach an agency (like Punch! 😉) to help you solve challenges in your outbound efforts.

The legendary salesman Zig Ziglar once said: 

"Every sale has five basic obstacles: no need, no money, no hurry, no desire, no trust." - Zig Ziglar

This quote has always stuck with me. As someone who's been in the sales game for longer than I care to admit (let's just say I remember when CRMs were just a twinkle in some developer's eye), I've learned a thing or two about what it takes to close a deal.

I thought I could keep my secrets safely secured. But, leave it to Marita, our (relentless) Punch! marketing manager, to convince me to package my hard-earned sales wisdom into a bite size roadmap for landing high-ticket deals.

The truth is, I had to dig deep to translate strategies that had become almost second nature. So, that’s what I did.

Table of contents

• Stop Asking Prospects This...
• Struggling to Close? Use These Three Closed Questions
• My Top Three Objection Handlers

Stop Asking Prospects This...

If you've been struggling to get prospects to nail down a start date, this one's for you.

Hands up if you default to the age old question: “When do you want to get started?”.

It’s a TERRIBLE question. And here’s why. 9 times out of 10 the answer to the question will be something along the lines of “let me think about it.” 

This question needs to be reframed, in your mind, and the prospects.

Instead you should be asking:

"From what date would you like to start receiving [insert desired outcome here]?" 

Bam. You just helped them visualise their ideal future.

It's the difference between asking someone when they want to start a weight-loss plan (NEVER!) versus when they want to be 10 pounds lighter (Tomorrow).

Which one do you think is more motivating?

Here are some examples:

Instead of "When do you want to implement our software?" try "When do you want to start saving 10 hours a week on manual data entry?"

Whether they desire mores leads, better customer success, final product launch , getting a specific date helps you to understand their timeline and release a sense of urgency.

It's like when your friend tells you they want to get in shape for a beach vacation - suddenly, there's a deadline and a goal to work towards.

By repeatedly circling back to this question throughout the sales journey, you're psychologically reinforcing the timeline they've set for themselves.

Struggling to Close? Use These Three Closed Questions

I once read that 48% of sales calls end without the prospect even trying to close the sales call once (‘The Psychology of Selling’ by Brian Tracy).

I never wanted to be part of that statistic, and neither should you.

If you’re struggling to get to the close, try this.

As you move closer to the pitch or solutions meeting, there are three closed questions (i.e. it’s a yes or a no) I use to help steer the prospect towards closing:

1. Do you feel our solution will solve your problems?
2. Do you want to work with us?
3. Do you have the budget to move forward?

If they say yes to all three of those, they’re ready to close. 

Simply put, if they feel your solution will solve their problem, they want to work with you AND they have the budget - then it would make closing the obvious next step.

But what if they seem hesitant, even after answering yes to all three questions? 

That's when you ask, "What's holding you back from signing?" 

It's a simple question, but it cuts to the core of their concerns. 

Maybe they're worried about the implementation process, or they need to get final approval from their boss. 

Whatever it is, by asking this question, you're getting the cards out onto the table, and you can then work with them on their specific concerns.

My Top Three Objection Handlers

So, what if your prospect says NO to any of the closed questions I mentioned.

Let's face it - objections are a part of the sales game. 

Heres how you approach them::

1. Price: 

Yes, you might be the most expensive option. But as the saying goes, "you get what you pay for." 

Emphasise the value of your solution - the top-tier talent, the cutting-edge technology, the unparalleled strategic expertise. 

Remind them that they've likely tried cheaper options in the past, and that's why they're now exploring other solutions. 

One strategy I like to use is to ask them if they’re product is more expensive than their competitors. And if they're selling a premium product themselves, point out the parallels - a Porsche deserves another Porsche, not a Kia.

2. "I need to think about it": 

This is where empathy comes into play. Acknowledge their concerns, but gently challenge their thinking. Reiterate the three key questions - do they believe in the solution, do they want to work with you, and do they have the budget? 

If the answer is yes to all three, then what's really holding them back?

3. "I need to check with a colleague/C-suite":

Again, empathy is key. Confirm that their colleagues are aware of the struggles they're facing, and that they likely don't want those struggles to continue. If the prospect has control over the budget, suggest getting a kickoff meeting on the calendar, with the understanding that the date can be adjusted if needed.

At the end of the day, sales acceleration is all about helping your prospects achieve their goals faster. And by reframing your questions to focus on the desired outcome, uncovering objections and solving them, you're not just selling them a product. You're selling them a better version of their business.

Ever heard of a digital sales room? Don't worry, you're not alone. A recent poll showed 35% of people have no clue what it is. But trust me, it's a revolutionary tool for sales teams.

In our latest episode of B2B Outbound we’re joined by Rory Sadler, the founder of the sales enablement platform, Trumpet.

In this podcast, we break down what digital sales rooms are, how they can help cut deal times down and increase conversion rates by 3x - as we’ve seen for ourselves here at Punch!

Whether you’re a sales rep, sales manager, or senior executive, this podcast will give you the need-to-know on this game changing tool.

So what is a Digital Sales Room Anyway?

Rory, founder of Trumpet, breaks it down:

"Think of Trumpet as a buyer enablement platform. We built it to centralise the buying journey from pitch right through to renewal."

In simple terms, it's one link with everything your prospect needs to say yes. Demo recordings, security docs, action plans - all in one spot.

Why Should You Care?

James from the podcast drops this bomb:

"We've seen our conversion rates improve by 3x since January."

That's not chump change, folks.

The Buying Journey Sucks - Here's How to Fix It

Let's face it, buying stuff for your business is a pain in the ass. Rory gets it:

"You can look at all the Gartner stats... it's just very hard being a buyer."

Digital sales rooms smooth out the bumps. No more messy email chains or lost documents.

Alignment is Key (and Usually Missing)

Chris points out a big win:

"Every prospect of Punch gets exactly the same experience, whether it's me, whether it's Adam, whether it's James, or whoever."

No more rogue sales reps doing their own thing. Everyone's on the same page.

The Handover from Hell

You know that awkward moment when sales hands off to customer success? Yeah, it often goes badly:

"One in four deals actually fall through during that time because onboarding takes too long and things have gone wrong," Rory explains.

Digital sales rooms keep the conversation flowing, so nothing gets lost in translation.

Making Your Buyers Do the Work (In a Good Way)

Chris shares a sneaky benefit:

"We've actually seen clients going back into it, checking it a week later, ticking things off... They're almost self-qualifying themselves to buy."

It's like a to-do list that sells for you. Pretty sweet, right?

The Numbers Don't Lie

Rory drops some knowledge:

"HubSpot said about 70% of deals are single threaded. If you're single threaded, there's a 5% chance that deal is going to close. As soon as you go to multi-threaded... you're looking at a 35% chance."

Digital sales rooms make multi-threading a breeze.

Stand Out from the PDF-Pushing Crowd

Let's be real, everyone's sending the same boring PDFs. Rory nails it:

"How do you stand out? You know this can be a really personalised way of doing that."

The Future is Collaborative (and a Little Bit AI)

Rory's crystal ball says:

"We want to take Trumpet to this next level of revenue intelligence, helping companies work on the right deals at the right time in the right way."

Expect AI to play a big role in making buying and selling smoother than ever.

Ready to Give It a Shot?

If you're tired of lost deals and messy sales processes, a digital sales room might be your ticket to smoother sailing. Don't be the last one to jump on this train.

Listen to the full episode here.

In our second episode of B2B Outbound we're joined by Kevin Dixon, the founder of the multi-threading platform Boxxstep.

In this podcast, we reveal the secrets to mastering multi-threading - the key to engaging multiple stakeholders, shortening sales cycles, and closing more deals.

Discover proven strategies to identify and influence key decision-makers, build rapport with the buying committee, and provide value at every touchpoint.

Whether you're a sales rep, manager, or executive, this podcast will equip you with the multi-threading techniques you need to conquer complex B2B sales and boost your win rates.

What is Multi-Threading?

Winning deals requires more than just engaging with a single decision maker. The typical buying group for a complex B2B solution involves 6 to 10 decision makers. To navigate this complexity and increase win rates, top sales teams are turning to multi-threading.

Kevin, a seasoned sales expert and founder of Boxstep, defines multi-threading as "the process of identifying, engaging, and understanding the wider buying group to facilitate a favourable change decision in your favour." In essence, it's about working out who's involved, building rapport with them, and influencing their decision.

Why Multi-Threading Matters:

1. Deals are getting more complex As Kevin notes, "there are two types of sales, transactional or complex enterprise. Transactional might be something that you sell with a pretty, pretty short closed period, you might not have to engage with too many people. However, even for a smaller deal, there may be 5-10 people involved in the buying decision." The more complex the deal, the more critical multi-threading becomes.
2. Deals are taking longer to close "Sales cycles have got longer and more no decisions. Win rates are down," Kevin observes. "Largely because of the growing number of people involved in the decision." By engaging the wider buying group early and often, sales teams can shorten sales cycles.
3. Avoiding deal-killing surprises Without multi-threading, "you try and forecast something and additional stakeholders come into the deal later on," Kevin warns. "Salespeople don't want to be involved, they don't want to engage with procurement or legal. This is outside of our comfort zone. But if you embrace them early, there's a greater chance that you're going to actually get the momentum, the deal will happen quicker and you'll win it."

How to Implement Multi-Threading:

1. Identify the buying committee The first step is understanding who is involved in the buying decision. Kevin recommends "working out who's involved, finding out who they are, having some good communication with them, building some rapport with them." Tools like LinkedIn Sales Navigator and Gong can help identify key stakeholders.
2. Engage with personalised outreach Once you've identified the buying group, it's time to engage. But as Kevin cautions, "do not have a vanilla approach." Instead, tailor your messaging to each persona's unique challenges and priorities. Video prospecting tools like Vidyard can help create personalised outreach at scale.
3. Enlist the help of champions As you build relationships with stakeholders, look for internal champions who can make introductions and influence others. "If you've got an advocate, you've got a champion, then they'll proactively give you people to reach out to," Kevin advises.
4. Provide value at every touchpoint Share content and insights that help each stakeholder achieve their goals. "The real thing is, is that I'm sitting here with a problem," Kevin emphasises, "and the thing that I'm going to put the most credibility towards is any piece of information or anything that might help me with that problem."

Measuring the Impact of Multi-Threading:

 To gauge the effectiveness of your multi-threading efforts, Kevin recommends tracking a few key metrics:

• Win rates
• Number of stakeholders engaged per deal
• Sales cycle length
• Reasons for closed-won and closed-lost deals

By comparing these metrics before and after implementing a multi-threading strategy, sales teams can quantify their results and iterate on their approach.

Multi-threading may require more effort than single-threading, but the payoff is worth it. As Kevin puts it, "There is no downside to multi-threading apart from the work involved for salespeople." By engaging the wider buying group early and often, providing value at every interaction, and enlisting the support of champions, B2B sales teams can navigate complex deals, shorten sales cycles, and ultimately win more business.

Listen to the full episode here.

[blog_at_glance]

Pricing can be a tricky beast. You know your product or service is worth its weight in gold, but how do you convince your prospects to see it that way? 

As a founder of an outbound sales agency, I've seen my fair share of pricing struggles.It's not about racing to the bottom or competing solely on price - it's about demonstrating the inherent worth of your product or service and backing it up with exceptional delivery.

Table of contents

• The Power of a Strong Brand
• Crafting Your Value Equation
• Delivering Exceptional Customer Experience
• Creating an Indefensible Moat
• Overcoming Objections Like a Pro
• Know When to Walk Away
• The Takeaway

The Power of a Strong Brand

One of the key ways to justify higher pricing is by building a strong brand that exudes quality and value. When you're known for excellence, customers are more likely to perceive your offerings as worth the premium.

Think about it - when you see a high-end designer handbag, you automatically assume it's made with top-notch materials and craftsmanship. The same principle applies in the business world. By virtue of having higher pricing, you're already sending a message that your offering is of superior quality. When you're competing on price, you're just another fish in the sea. But when you're competing on value? That's when you become the catch of the day. 

A study by McKinsey & Company found that a 1% price increase translates into an 8.7% increase in operating profits, assuming demand remains constant. That's the power of perceived value.

So how can you build that strong brand? One effective strategy is to create valuable content and assets that showcase your expertise and provide tangible benefits to your clients and prospects. This could include:

• Detailed case studies that highlight the results you've achieved for other companies
• Thought-provoking articles and whitepapers that address common pain points and challenges
• Useful tools and resources that help potential customers see the value in working with you

By consistently delivering high-quality content, you'll establish your brand as a trusted authority in your space - and that perceived value will help justify your pricing.

Crafting Your Value Equation

But how do you actually create that perception of value? Enter the value equation. Alex Hormozi breaks it down like this in his Value Equation: the dream outcome and perceived likelihood of reaching the goal increases the value, while the time delay and effort/sacrifice decreases it. In other words, you need to paint a picture of the amazing results your prospect will achieve with your help, and make them believe it's not only possible, but probable.

To create your own value equation, start by clearly defining the ideal outcome your product or service provides, then consider the factors that impact perceived likelihood of achievement (like social proof and trust), as well as the required effort and time investment, to craft a compelling narrative that maximises perceived value for your specific audience.

I remember working with a client who was struggling to sell their high-end coaching program. They were charging top dollar, but their prospects just weren't biting. After some digging, we realised the issue: their messaging was all about the features of the program, not the transformation it would bring. We helped them shift their focus to the dream outcome - the financially free, stress-free life their prospects could have - and suddenly, the price didn't seem so steep anymore.

As Hormozi says, "The bigger the dream and the more certain the prospect is that they can achieve it, the more valuable your offer becomes."

Delivering Exceptional Customer Experience

Of course, if you're going to charge premium prices, you need to be prepared to back it up with exceptional delivery. It's not enough to simply talk the talk - you need to consistently walk the walk and provide a customer experience that truly sets you apart.

As James, our CEO, always reminds our team: "In terms of better quality service, constantly improve on the boring things. Do the boring things better. Call scripts, get better strategy built, better quality reporting, etc."

It's often the little details and optimisations that make the biggest difference in the long run. By relentlessly focusing on improving every aspect of the customer journey, you'll demonstrate the value of your premium pricing day in and day out.

Creating an Indefensible Moat

Another way to justify premium pricing is by creating what Warren Buffet famously called an "indefensible moat" around your business. This means having something unique and valuable that your competitors can't easily replicate. 

One powerful approach to building a moat is to foster a thriving community around your brand. When customers feel like they're part of something special and have opportunities to connect with each other and with your company, they're much more likely to remain loyal over the long term. 

Another effective moat-building strategy is to develop proprietary technology that sets your product apart and is difficult for competitors to imitate. By owning key technological innovations in your industry, you can establish yourself as a leader, protect your market share, and create unique value that keeps customers committed to your brand.

Overcoming Objections Like a Pro

But even with a strong brand, a compelling value equation, and a moat, you're still going to face objections. That's just the nature of the B2B sales beast. The key is to anticipate them and have a plan of attack.

One common objection is the old "but your competitor charges less" chestnut. My favourite response? "You're absolutely right, they do charge less. And that's because they offer less value." Then, you hit them with all the reasons why your offering is worth the extra dough. Maybe it's your unparalleled customer support, your proprietary technology, or your track record of success. Whatever it is, make sure it's compelling enough to make your prospect forget all about the price tag.

Another objection you might hear is the classic "I need to think about it." Translation: "I'm not convinced this is worth the investment." Your job? Convince them otherwise. Circle back to the dream outcome. Remind them of all the ways your solution will make their lives easier, their business more profitable, their stress levels lower. Paint a picture so vivid, they can't help but say yes.

Know When to Walk Away

And if all else fails, don't be afraid to walk away. Sometimes, a prospect just isn't the right fit. Maybe they don't have the budget, or maybe they're just not ready to take the leap. That's okay. Better to focus your energy on the prospects who truly value what you bring to the table.

The Takeaway

Justifying higher prices in a competitive market is never easy - but it is possible with the right strategic approach. By building a strong brand, creating unique value, delivering exceptional experiences, and clearly communicating meaningful outcomes, you can demonstrate the worth of your product or service and command the prices you deserve.

It takes hard work, dedication, and a relentless focus on driving value for your customers. But when you get it right, the payoff is more than worth it. You'll build lasting, profitable relationships with clients who appreciate the premium experience you provide and are happy to pay for the privilege.

So don't be afraid to charge what you're worth. Just be prepared to back it up with a truly premium approach every step of the way.

[blog_at_glance]

You know that sinking feeling. You've had a great call with a prospect, you're excited about the potential deal, and then... nothing. Radio silence. Tumbleweeds blowing through your inbox. You, my friend, have been ghosted.

[Cue the sad violin music.]

Getting ghosted sucks, plain and simple. Not only does it sting on a personal level (rejection is never fun), but it's also costly from a business perspective. Every lost opportunity represents time and resources down the drain.

But here's the thing - ghosting isn't inevitable. There are proven strategies we can use as sales pros to greatly reduce the chances of prospects going MIA. It's all about keeping the momentum going and making it easy for them to stay engaged.

Table of contents

• Always Book the Next Step
• Develop a Mutual Action Plan
• Embrace the Power of Multi-Threading
• Go Multi-Channel
• Add Value with Every Touch
• Know When (and How) to Let Go
• The Anti-Ghosting Playbook

Always Book the Next Step

One of the most effective ways to prevent ghosting is to always get another meeting or call on the calendar before ending your current interaction. I learned this the hard way early in my career. I'd have what I thought was a productive first call, promise to follow up, and then... you guessed it. Ghosted.

What I realise now is that vague promises to "touch base" or "circle back" leave way too much room for prospects to disappear. The key is to lock in a concrete next step with a specific date and time. Whether it's a demo, a discovery call, or just a quick check-in, get it scheduled.

Scheduling the next touch point accomplishes a few important things:

1. It creates a sense of momentum and keeps the ball rolling
2. It gives you a reason to follow up if they do start to go dark
3. It psychologically commits them to continuing the conversation

In my experience, prospects are much less likely to ghost when there's already another meeting on the books. It's like the sales equivalent of making weekend plans on a Wednesday. Harder to flake out!

Develop a Mutual Action Plan

Taking it a step further, I've found that creating a shared action plan is even more powerful for keeping prospects engaged. This means mapping out next steps for BOTH parties (not just them), with clear owners and due dates.

For example, maybe you commit to sending over a case study by Friday, while they agree to review it and provide feedback by the following Tuesday. Then you'll regroup on a call the next day to discuss. See how much more concrete that is than a vague "I'll send you some info and let's talk again soon"?

There's actual psychology behind why this works. When people make public commitments to action items, they're significantly more likely to follow through. It's called the "consistency principle" - we have a deep need to be (and appear) consistent with what we've already said or done.

Sports psychologists have been using this for years to boost athlete performance. One study found that when people wrote down their exercise goals, they were 30% more likely to actually stick with their program. Translate that to sales and you can see how getting verbal or written commitments from prospects could seriously boost conversion rates.

Plus, developing an action plan together positions you as a partner and makes the whole process feel more collaborative. You're not just selling to them, you're working with them.

Embrace the Power of Multi-Threading

Here's a hard truth: relying on a single point of contact is a recipe for getting ghosted. People change jobs, priorities shift, projects get put on hold. If your only connection to an account disappears, you're back to square one.

That's where multithreading comes in. Multithreading means building relationships with multiple stakeholders within an organisation - not just your primary contact. By connecting with people across different teams and levels, you create a web of influence and insight.

Think of it like diversifying your portfolio. You wouldn't put all your money in one stock, right? Same goes for your sales relationships. Spreading your efforts across multiple contacts mitigates risk and increases your chances of success.

Multi-threading allows you to:

• Gather diverse perspectives on the company's challenges and objectives
• Identify and influence key decision makers
• Uncover additional opportunities within the account
• Get the inside scoop on internal dynamics and potential roadblocks
• Increase your "stickiness" and stay top-of-mind across the org

Tactically, this could look like scheduling separate discovery calls with contacts in sales, marketing, and customer success. Or asking your main point of contact to intro you to their boss or a leader on another team. The goal is to become so embedded in the account that it would be hard for them to ghost you even if they wanted to.

Just be sure to keep your primary contact in the loop and position all your interactions as trying to deliver maximum value to their organisation. You never want to seem sneaky or like you're going over someone's head. Frame it as a collaborative effort to ensure your solution has the biggest possible impact.

When you have multiple strong threads connecting you to an account, it's much harder to get dropped or forgotten. You've got eyes and ears all over the org. Even if one contact does ghost, you've got other paths in. It's a beautiful thing.

Go Multi-Channel

Another strategy for staying top-of-mind and avoiding the dreaded ghost is to engage prospects across multiple channels. Don't just rely on email. Leverage phone, text, and social media.

The beauty of a multi-channel approach is that it greatly increases your chances of actually reaching them. Maybe they miss your call but see your LinkedIn message. 

It also allows you to tailor your outreach to their preferred communication style. Some people are email people, others are phone people. Adapting to their preferences shows you're paying attention and makes them more likely to respond.

Just be sure not to overdo it and start spamming them. A thoughtful, measured cadence across a few key channels should do the trick. I like to space out touches every few business days so I'm staying on their radar without being annoying.

Add Value with Every Touch

When you do reach out, PLEASE resist the urge to send generic "just checking in!" emails. If there were ever a fast track to Ghostville, that's it. Nobody wants to feel like they're being chased down or guilted into responding.

Instead, make every touch point valuable by referencing previous conversations and providing relevant resources. If you discussed a specific challenge on your last call, send over a helpful article or case study. If they mentioned an upcoming project, check in to see how it's going and share any applicable best practices.

Even just recapping key points from your last conversation and outlining next steps can be remarkably effective. It shows you're listening, keeps things organised, and gently reminds them of the agreed-upon action items.

The real magic happens when you go above and beyond with educational content, event invites, intros to other experts, etc. Suddenly you've shifted from pesky salesperson to trusted advisor. The law of reciprocity kicks in and they almost can't help but respond. It's human nature - when someone does something nice for us, we feel compelled to return the favour.

Know When (and How) to Let Go

Even with all these ghostbusting strategies in place, there will still be times when prospects go dark. It's an unfortunate reality of sales. The key is knowing when to call it quits and how to wrap things up gracefully.

If you've tried multiple outreach attempts over a few weeks with no response, it may be time to send a "closure email." This is a short and sweet message acknowledging that they seem to have fallen off and you don't want to keep bugging them.

That's where a no-oriented question can work wonders.
Something like:

"Hi {first_name}

Have you given up on the new business development project?

Best,
{your_name}"

This type of message gives the illusion of control and makes you appear more trustworthy, as you're not pushing for a "yes." It also plays on the human nature of hating to be seen as a quitter. While it may feel bold or uncomfortable at first, this strategy can be remarkably effective in getting prospects to re-engage. Even if they've gone dark, a well-crafted no-oriented question in your closure email subject line might just be the spark that reignites the conversation.

If after this mail, they are still not responsive, it is clear that you need to move on.

The Anti-Ghosting Playbook

So there you have it - a sales pro's guide to stopping prospects from pulling a Casper. To recap:

• Always book a concrete next step before ending interactions
• Develop a mutual action plan to keep both sides accountable
• Embrace multi-threading to build a web of influence within accounts
• Engage across multiple channels to increase your odds of connecting
• Provide value with every touch point to build real partnerships
• Know when and how to gracefully close the loop on unresponsive opportunities

Put these strategies into action and watch your ghosting rates plummet. Selling is all about relationships, and these techniques will help you build the kind of connections that prospects won't want to fade away from.

Happy ghost hunting!

[blog_at_glance]

Building a high-performing Sales Development team is critical to the success of any B2B business, but the question of whether to outsource or build an in-house team can be a difficult one to answer.

At Punch!, we've heard this question from many b2b companies over the years, which is why we created our latest guide on how to build a winning SDR team.

This guide covers everything you need to know to build your very own winning SDR team. From the challenges you'll face when getting started, to the exact roles you'll need, and how to hit the ground running. Plus, we're revealing the common mistakes to avoid, so you can achieve your goals.

Table of contents

• The challenges of building a winning in-house SDR team
• The challenges of maintaining a winning in-house SDR team
• Building your team: your winning line up
• The SDR Success Formula

The challenges of building a winning in-house SDR team

Building a winning in-house SDR team requires considered planning. Here are some of the key challenges you’ll come to face when getting started.

Hiring the wrong people

It’s crucial to have the right blend of talent; as well as SDRs, you’ll need strategy, tech ops and data research. You’ll also need more than one SDR to create a buzz and build a competitive spirit.

 Discover the exact roles you'll need to build your SDR dream team and why missing crucial roles is a mistake in our Ultimate Guide. Download it here!

Appropriate budgeting

Making the required investment Knowing how much to invest, and when you can expect to see a return, requires strategic know-how, leaving many to start small but not see results. Skimping may seem like a good idea, but will set you back in the long run.

Use our SDR hire calculator to plan your resource investment. View it here!

A poor MarTech stack

Investing in the right MarTech stack is critical for driving productivity, efficiency, and success. However, selecting and implementing the right tools can be a challenge, requiring you to evaluate multiple options and ensure seamless integration with your existing systems.

Hiring SDRs before leadership

It’s no good having an SDR team with no clear direction. Hiring your ‘back room team’ including a sales development manager and strategist is important to ensure your SDRs are set up for success.

Time commitment

Building a winning SDR team takes a significant amount of time, effort, and resource. On average, it can take up to 3 to 4 months to ramp up a new SDR team before seeing results.

Lack of expertise & wrong go-to-market strategy

Developing a sales development strategy that aligns with your business objectives and target accounts requires careful planning, expertise and execution. Falling short on this can give your competitors the edge.

Lack of internal processes

If the SDR team do not have documented internal processes, including CRM and tech usage, lead handoff, reporting, and performance metrics then problems can occur. Processes must be well-defined and communicated to ensure everyone is on the same page.

The challenges of maintaining a winning in-house SDR team

So you’ve built your team and have developed your strategy, game won right? Not quite. You’ll need to transform your team into a high-performing in-house operation. Here are the key challenges you’ll face on the road ahead.

Team churn

SDR teams are renowned for their high churn rate. Team churn can set you back weeks or even months. Without the appropriate career progression, learning and coaching, variation in their role and a supportive SDM this could be a common occurrence.

Inconsistent results

If the team can't consistently generate quality leads, it can result in missed revenue opportunities and frustration for the team and leadership. Simply having the right people isn't enough; process efficiency, tech enablement, and ongoing training are key to sustaining performance over time.

Poor lead quality & close rate

If SDRs are generating unqualified meetings, it can create internal friction between teams. Without the due diligence to ensure you’re targeting good fit prospects, your sales team could be wasting their time engaging with people who have no intention of buying. Aligning as an organisation on what ‘qualified’ actually means is crucial.

Low team morale and motivation

SDR morale can drop on a daily basis, especially when times are tough and prospects are having a dry spell. A positive team culture, monthly games, and incentives are all important components in driving competition and keeping spirits high.

Staying ahead of competition

Changes in the SDR landscape, advancements in technology and evolving trends can quickly put your team at a disadvantage. Keeping a pulse on the latest tools that can improve your team's efficiency and productivity, whilst revisiting your sales development strategy frequently is important to remain competitive.

Ongoing training and coaching

Providing ongoing training and coaching to your SDR team is crucial to not only ensure consistency but also to drive retention.

Building your team: your winning line up

Just like in a 5-a-side football match, each member of your winning sales development team brings unique skills and strengths to the field that contribute to overall success.

Here are the key team roles you'll need in your team to make your in-house SDR team a success. 

Off the pitch

Your “back room team” is a vital to the success of your sales development efforts. An SDR team with a lack of leadership and coaching can hamper retention rates. And without consistent strategy optimisation, you’ll be left at the bottom of the league!

• Sales Development Strategist
• Sales Development Manager

To learn more about these roles, download our ultimate guide on how to build a winning SDR team.

On the pitch

Your on the pitch team are directly involved in generating pipeline and new business opportunities through outbound prospecting, tech enablement, and data research. However, disaster can strike when any of these key members are missing in action. Without a dedicated data researcher, the data responsibilities will lay in the hands of your SDR’s who will spend more time desktop researching, and less time on the phone, and without a dedicated MarTech Manager your team will lose their competitive edge - all of which results in low lead volumes (and a poor goal difference!)

• The MarTech Manager
• The Data Researcher
• At least three Sales Development Representatives

To learn more about these roles, download our ultimate guide on how to build a winning SDR team.

The SDR Success Formula

By ensuring you have the three pillars of a successful SDR program covered using the SDR Success Formula, you'll empower your team to take your sales development to the next-level.

People powered

The right blend of talent
 

Ongoing training and coaching
 

Positive & results driven team culture

Tech enabled

 Top-tier MarTech stack

Monitoring of new innovation

Team-wide adoption

Process Driven

 Roll out of best in class sales development strategy

 Systemisation of SDR workflows

 Automation at scale

Conclusion

Building a successful in-house SDR team requires a lot of hard work and dedication. But, with the right people, strategy and tech enablement, you can create a winning team that will drive your business forward.

At Punch!, we've created a comprehensive guide to help you get started. Download our free guide now to ensure your SDR team hit the ground running!

If you find that building an SDR team in-house is too much hassle, don’t worry, we got you covered. We are delighted to assist you with your SDR efforts and can provide you with the support and expertise you need. Our clients regularly achieve 6-12X ROI through our SDR services, so get in touch with us today and find out how we can help you!