The Audible-Ready Sales Podcast Breaking Into New Accounts
Oct 11, 2022
John Kaplan, a sales leader and revenue-driving executive, shares how to confidently break into new accounts. He discusses preparation and targeting the right companies and personas. He explains using the three Ps — Purpose, Process, Payoff — to structure outreach. He highlights making proof points relevant and building referral networks for warm introductions.
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Start With Territory Prep And Franchise Plan
- Prepare before you call into a new account by defining why the account fits your ICP and who the right personas are.
- John Kaplan recommends a franchise plan and reviewing top-10 targets with your manager at the start of each year.
Use The Four Essential Questions Of Value
- Use your company's four essential questions of value to assess account relevance: problems solved, how, differentiation, and where done before.
- John Kaplan says these answers let you form a plan to validate problems and create an opportunity to help.
Target The Right Persona And Warm Introductions
- Map who you know and who knows people inside the target account, leveraging LinkedIn for warm introductions.
- Ask your manager for the ideal target persona and the persona's problems, impact, and current workarounds.