Give your SDRs a grand slam offer to give to buyers
If you’ve heard the phrase “grand slam offer” you might have read Alex Hormozi’s $100m offers.
$100m Offers by Alex Hormozi
Find it on Amazon
In his book Alex breaks down how to build an offer that is “so good people feel stupid saying no.”
The book is primarily targeted at small business owners or solopreneurs getting started - but it is just as applicable to large B2B businesses with global teams of SDRs and AEs selling complex considered purchases.
What is your SDRs’ offer?
Let’s assume you have an SDR/BDR team of 100 - but whether its 5 or 500 it doesn’t matter.
What is the offer that these SDRs are taking out to their target prospects?
Let’s look at it from the buyer’s perspective.
When your SDR’s email lands in my inbox, or their Inmail hits my LinkedIn, or their call rings my mobile - what is the offer I am going to receive?
Is it the opportunity to join a discovery call?
is it the opportunity to discuss what keeps me up at night?
Is it the opportunity to register for a webinar that I could grab the recording of anyway?
Is it the opportunity to speak to an Account Executive?
Is it the opportunity to be sent some case studies and product information?
These are weak offers.
As a buyer I am underwhelmed.
If I wanted any of these things I know I could click “Contact Me” on the website and have them organised the same day.
If these are your offers, you are sending your SDRs into battle with a stick.
And we are seeing the impact of this - the number of quality conversations that SDRs are having each day continues to decline as buyers switch off from these channels.
They are saying loud and clear - “I’m not getting value, so I’m switching off”
Sales leaders are focusing on the medium not the offer
Leaders tend to focus on the medium, the messaging because that is what they have control over:
“here’s a pattern interrupt opener”
“here’s a sequence that has a 5% success rate”
“here’s more data”
Instead your leadership team should focus on the offer - because the offer is a value proposition challenge, not a sales execution challenge.
What is a valuable offer?
To be clear - when we discuss ‘offer’ we are not talking about the commercial offer or packaging of your product or service - that comes much later on.
We are just discussing the offer that is being made in this first outreach.
Why should this person that you have never spoken to before grant you one second of their time to think about what you want to discuss?
Hormozi introduces the value equation in his book - the four elements that make up value in the eyes of a buyer.
Alex Hormozi’s value equation
On top of the fraction we have the factors that add to value:
The Dream Outcome: what is it this person desires from their professional and personal life?
The Perceived Likelihood of Achievement: can this person see a realistic chance of achieving the goal
On the bottom of the fraction we have the factors that reduce value:
Time Delay: how long between now and when this person might see the value promised?
Effort and Sacrifice: how much will this person need to invest in order to achieve the value promised
Alex makes the case that it is the bottom of the fraction that most often causes deals to collapse - even if I can see the dream outcome and believe it is possible, it looks too complicated and it will take too long - I’ll just stick with what I am doing today.
Your SDRs value equation
When your buyer receives prospecting outreach they are subconsciously evaluating it against this equation:
Can they see a dream outcome (from engaging) and do they believe (by engaging) they have a realistic chance of achieving it - often the answer is no.
Do they believe there is a significant time delay (from engaging) to when they might see that value, and will they have to invest a lot of their time and effort (in engaging) to get to that point - often the answer is yes.
In their mind they see this outreach as low value - so they don’t respond, they hang up, they put you on a no-call list.
Give your SDRs a better offer
Here’s how you can quickly improve your SDRs offer.
Give the buyer a dream outcome - I don’t mean buying your product - but help them achieve a goal related to their job that sits alongside your product area (ie a CHRO who wants to raise their public profile may want to become a podcast guest so you might create a CHRO podcast guest guide).
Make it super easy - make your assets easily copyable and editable, so that they can see if they used your content they would be getting get podcast guest spots consistently.
Reduce the time delay - host your assets in an easy online resources folder, make it easy to share and use without gating.
Reduce the effort and sacrifice - provide them as blank templates with an FAQ and guide to show how to use the guides, templates and checklists.
An offer so good that you’d feel stupid to say no
Now your SDRs have a valuable offer to take in their outreach.
Build a super targeted list of this specific persona, maybe you look for people that are in the first year of their role, or you notice they have announced a new team, or geographical expansion.
“Congrats on the new team. I listen to a few HR related podcasts and could imagine hearing this story on one of them.
We’ve pulled together a CHRO podcast guest guide that others have found valuable - if you ever thought of telling your story you might find it of value.
I hope you find it of use”
Now you could write a better email, and I’m not saying this generates a 100% response - but if you’ve built a great list, and you really understand the persona, then this is an offer that should be hard to say no to.
At least you are demonstrating that you want to give something and not just ask for a discovery call.
Build an offer library
In wrapping up, you want your SDRs to have access to a wide range of offers - because each offer is only valuable to that specific persona at a particular point in their journey.
Imagine a library by role, but industry, by company size, by tenure.
Give your SDRs something of real value to offer to their prospects.
To help you on your way I have created a simple template for you to list out your current offers and score them against the four elements of Hormozi’s value equation.
Just create a copy and be brutal with your scoring!
Get started
Whenever you are ready, there are three ways that I can help you accelerate your revenue.
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