Account-based Selling, how do you approach it and what works for you?

Hello hello everyone, so I have a lot of experience doing cold calls and cold email outreach to individual leads of an account that our company would be interested in converting as customers. That is still the same outreach applied by our SDR team, I believe it is a time for change and to start chasing bigger accounts that would yield better average deal size and more of an interesting challenge, since our current approach is not scalable anymore and the team's conversion rate is consistently dropping.


But that's where my roadblock comes into play, I have very limited success in account-based selling and that is why I am coming to you with amazing experienced people from various areas. I have found and read a lot of articles, however, most of those are marketing content written by a person whose job is to generate leads and haven't actually sold anything.


How do you approach Account-based selling? Do you have a framework? What are the DO's and what are the DONT's? Any feedback would be highly appreciated



๐Ÿ”Ž Prospecting
๐Ÿ’Œ Cold Emailing
๐Ÿ“ž Cold Calling
6
Gasty
Notable Contributor
1
War Room Community Manager
๐๐š๐ซ๐ญ ๐€: ๐ƒ๐š๐ญ๐š๐›๐š๐ฌ๐ž

1. Pick a Campaign which suits your ICP. The trick it to be specific.
๐˜Œ๐˜น๐˜ข๐˜ฎ๐˜ฑ๐˜ญ๐˜ฆ #1:๐˜ˆ๐˜ค๐˜ค๐˜ฐ๐˜ถ๐˜ฏ๐˜ต๐˜ด ๐˜ธ๐˜ช๐˜ต๐˜ฉ >100 ๐˜ฆ๐˜ฎ๐˜ฑ๐˜ญ๐˜ฐ๐˜บ๐˜ฆ๐˜ฆ๐˜ด & ๐˜ง๐˜ถ๐˜ฏ๐˜ฅ๐˜ฆ๐˜ฅ < 3 ๐˜ฎ๐˜ฐ๐˜ฏ๐˜ต๐˜ฉ๐˜ด
๐˜Œ๐˜น๐˜ข๐˜ฎ๐˜ฑ๐˜ญ๐˜ฆ #2: ๐˜ˆ๐˜ค๐˜ค๐˜ฐ๐˜ถ๐˜ฏ๐˜ต๐˜ด ๐˜ง๐˜ณ๐˜ฐ๐˜ฎ ๐˜–๐˜ช๐˜ญ ๐˜ฏ ๐˜Ž๐˜ข๐˜ด ๐˜ช๐˜ฏ๐˜ฅ๐˜ถ๐˜ด๐˜ต๐˜ณ๐˜บ ๐˜ธ๐˜ช๐˜ต๐˜ฉ >$100๐˜ฎ๐˜ฏ ๐˜ณ๐˜ฆ๐˜ท๐˜ฆ๐˜ฏ๐˜ถ๐˜ฆ.
๐˜Œ๐˜น๐˜ข๐˜ฎ๐˜ฑ๐˜ญ๐˜ฆ #3: ๐˜ˆ๐˜ญ๐˜ญ ๐˜Œ๐˜ฏ๐˜ต๐˜ฆ๐˜ณ๐˜ฑ๐˜ณ๐˜ช๐˜ด๐˜ฆ ๐˜ข๐˜ค๐˜ค๐˜ฐ๐˜ถ๐˜ฏ๐˜ต๐˜ด ๐˜ธ๐˜ฉ๐˜ช๐˜ค๐˜ฉ ๐˜ฉ๐˜ข๐˜ท๐˜ฆ ๐˜ข ๐˜•๐˜ฆ๐˜ธ ๐˜๐˜— ๐˜”๐˜ข๐˜ณ๐˜ฌ๐˜ฆ๐˜ต๐˜ช๐˜ฏ๐˜จ ๐˜ซ๐˜ฐ๐˜ช๐˜ฏ๐˜ฆ๐˜ฅ ๐˜ช๐˜ฏ ๐˜ญ๐˜ข๐˜ด๐˜ต 2 ๐˜ฎ๐˜ฐ๐˜ฏ๐˜ต๐˜ฉ๐˜ด.

2. Put these filters into LinkedIn Sales Navigator and download the list of accounts. Put all these accounts under your specific campaign(s) that you want to run.

3. Start mining the right personas which can benefit from your service / software / what you sell. Ensure a minimum of 3 to 5 different personas per account. With at least 2 C-level folks. Mine email IDs, phone numbers, etc.

๐๐š๐ซ๐ญ ๐: ๐Œ๐ž๐ฌ๐ฌ๐š๐ ๐ข๐ง๐ 

1. Create the messaging for the campaign you choose. It's best to ๐๐Ž๐“collaborate with marketing on this. They only know how to pitch the product, which isn't going to help.
2. Ensure the messaging talks more about the prospects and their business / challenges instead. Spend some $$ and get it from a copywriter / freelancer / take help from sales team.

3. Create at least 2 different variations of each message, so that you can A/B Test which one is working better.

๐๐š๐ซ๐ญ ๐‚: ๐‚๐š๐๐ž๐ง๐œ๐ž

1. Put the messaging in a cadence. Create steps containing mixture of phone calls / emails / linkedin connects / etc. Every campaign should have at least 1 cadence.

2. *Ensure your cadence has a 2nd workflow of nurturing. Especially in enterprise level accounts, you aren't going to hit the jackpot and nobody is waiting for you wit an RFP. Some accounts might require even 6 to 12 months of nurturing before they're ready to buy.

3. Running the cadence for few steps can help you categorize your campaign accounts into:
--> Immediate Interest
--> No Interest
--> Future Interest

๐๐š๐ซ๐ญ ๐ƒ: ๐‘๐ข๐ง๐ฌ๐ž ๐š๐ง๐ ๐‘๐ž๐ฉ๐ž๐š๐ญ

1. You can choose to keep enhancing the cadence based on iterative model and what's working well.

2. Keep adding more contacts and accounts till you exhaust the TAM.

3. Switch to next campaign.
TennisandSales
Politicker
0
Head Of Sales
in your mind what is the difference between account based selling vs what you are doing currently?

this will be helpful to know before i throw out some suggestions.
Kosta_Konfucius
Politicker
0
Sales Rep
Research, research, research for account based. Find out if what they care about and incorporate into message vs the generic stuff
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