SDR Stand and Deliver - Silver Answers

Question 1

What are the 4 principles to Ruthless Objection Handling?

Answer 1

Tone and mindset
Confidence is key and Confidence comes from Conviction in your knowledge of the product

Acknowledge the prospect’s objections without agreeing to them
I could if that would be the most valuable thing…

Go for a Challenger Close (Confidence Close) as a second swing
I’m confident that in 30 minutes I can show you something that you don’t currently know about your market

The Breakup
Don’t want to wrestle you on a call by any means…

Question 2

What are our 7 opportunity stages?

Answer 2

0 - Prospecting
1 - Discovery
2 - Evaluation
3 - Proposal
4 - Negotiation
5 - Awaiting Signatures
6 - Won

Question 3

Champion Selling:
What is our champion mantra?

Answer 3

No Champion. No Deal

Question 4

Champion Selling:
What are the 3 characteristics of a champion?

Answer 4

Personal Pain and win, known to us, and champion knows we know
Political/technical respect. Sells for you when you’re not there.
Able and knowledgeable on earning a decision for HG

Question 5

Champion Selling:
What are the 3 components of champion selling? Give an example of each

Answer 5

1 - Hunt
Find people in critical business and IT initiatives (previous software evaluations)
Ask consultants/partners/other vendors/your network/other employees
Seek out people being promoted
Watch for people influencing others
Listen for perceptive questions

2 - Test
Ask the potential Champion to sponsor a meeting with his/her executives
Can I consider you my internal champion?
How will HG impact you specifically?
What happens if we don’t get the deal done?
Would you be willing to sponsor a meeting with his/her executives?
Working out the ROI and math and asking who would be most impacted by this metric?

3 - Enable
Add value to every interaction
Enable the champion with value and references
Build a mutual action plan
Align with their personal goal and objectives
Give them confidence you will help them succeed

Question 6

What does MEDDICCC stand for? Be able to explain each.

Answer 6

Metrics (Good Fit) - The economic benefits of your solution to your lead.
What metrics is the business shooting for from a growth perspective or trying to reduce?
Usually trying to grow x% (business goal)
ROI from the data
Getting actual metrics on what the business case is
Personal metrics
How much is your team responsible for?

Economic Buyer - The person who has the authority to make key economic decisions at the prospective company.

Decision Criteria - How decisions are made?

Decision process - who needs to be involved -

Identify Pain - Actual pains that the company should resolve to relieve their own customer’s tensions. Needs

Champion - A powerful and influential person or, in this case, the actual end-user of your product/service/brand.

Compelling Event (Timeline) - How long it will take to get the deal done

Competitors - The competition for the prospective company and why they compete.

Question 7

How are you different from Zoominfo/DiscoverOrg?

Answer 7

• great for contact data, they focus on NA, S&P mid market, accuracy drops off out of these companies
• How we collect our data is different (server pings+webscraping vs a mixture of public facing documents (ie press releases, whitepapers, earnings call ext), but where we really differ is we purchase job postings, resumes, and CV’s, sourcing our data and synthesizing the 5 billion documents a month

Question 8

How are you different from Slintel?

Answer 8

• Acquired by 6Sense in 2021. Provider of Technographic data, and company contact info.
• The fundamental difference is accuracy in install - our customers tell us they’re 40-60% accurate due to the fact they only web scrape and server ping to gather install information at the firewall level
• we go behind the firewall spending money every year on primary documents from the global job boards giving us empirical evidence of the technologies presently and historically in use across organizations
• That’s why our customers tell us we’re typically within 90-96% accurate

Question 9

How are you different from TechTarget?

Answer 9

We license 1% of our data to them but we have a lot more install data that we don’t license to them. They also don’t have plan optimize and execute all in one platform.

Question 10

How are you different from Datafox?

Answer 10

That’s great, DataFox is actually a partners of ours. We license 5-10% of our data to them but we have a lot more install data that we don’t license to them. They also don’t have plan optimize and execute all in one platform.

Question 11

How are you different from 6sense/Bombora?

Answer 11

6Sense does a good job with intent, but they can’t tell you the why behind the signal whereas we do contextual intent, so not just a signal of a company evaluating or researching, we then discern the narrative as to why they’re searching whether it’s for a new solution, displacing their current solution, or expanding on a solution set they already have. We would consider 6Sense more complimentary in terms of a company’s tech stack, rather than a competitor.

Question 12

How are you different from Demandbase/DemandMatrix?

Answer 12

• DemandMatrix acquired by DemandBase in 2021.
• Typically we have seen better geographic and company firmo coverage when compared to most other providers. Reminder that our key differentiators are our ability to contextualize - for example, companies showing Intent for an certain solution who currently have a competitor in place (displacement), as well as our ability to identify buying stage (research vs evaluating) using NLP

Question 13

How are you different from Gartner?

Answer 13

• Largest analyst firm
• $4B+ ARR
• Gartner tended to be more focused on corporate viability and overall business/financial metrics
• Gartner remains technology-focused
• Because it gets at least 70% of its revenue from end users, it also exerts the most power in the industry
• Creators of the Gartner’s Magic Quadrant

Question 14

How are you different from IDC?

Answer 14

• IDC is arguably the most unique
• Primarily analyzes market trends, publishing industry forecasts, with a focus on numbers and impartiality.
• Smallest of the big 3

Question 15

How are you different from Forrester?

Answer 15

Forrester tended to be more focused on the actual technology and capabilities of the product.
- Examines how technology relates to business challenges
- Creator of the Forrester Wave
- 2nd largest of the firms

Question 16

In a Groundswell angle, what do you need to know about the company?

Answer 16

• Obtain basic understanding of what the target account does (what segment of IT do they GTM?)
• What are 2-3 partners / competitors of the target account that are current customers of HG?
• Recent press-releases? Earnings Reports? Product Announcements? Acquisitions? Rounds of funding? Leads / Contacts of customer accounts that have transitioned to the target account? Key promotions? Recent executive interviews online? Target company blog?
• Know what each of the different colors on the new script are and how to gather those!! (ICP, IT vertical, etc.) + what we use to find them

Question 17

How do you formulate that into a talk track?
Show an example (bring filled out groundswell angle for one of your accounts)

Answer 17

Show Groundswell script

Question 18

Is the role easier or harder than you expected it to be?

Answer 18

Personal Answer

Question 19

What’s the current heaviest part of the job for you? What’s the lightest?

Answer 19

Personal Answer

Question 20

What are you actively working on / learning about to improve your process and success?

Answer 20

Personal Answer