This document discusses 5 sales hacking techniques: 1) Extreme personalization of outreach messages, 2) Leveraging visual content like GIFs and videos, 3) Offline touches like sending gifts, 4) The "high-low play" of targeting both individual contributors and decision makers, and 5) Creating strategic content to reach decision makers. Examples are provided for each technique, such as personalized emails highlighting common interests, including a funny GIF, sending running shoes to prospects, and creating a risk report to share with executives.

1. 5 Ways Salespeople
Are Hacking Sales
Craig Rosenberg
Chief Analyst
TOPO
@funnelholic

2. Craig Rosenberg
Chief Analyst, TOPO
Visit me at:
www.topohq.com
@funnelholic

3. Five Killer Sales Hacks:
1. Extreme Personalization
2. Leveraging Visual Content
3. Going Offline
4. The High-Low Play
5. Decision Maker Content

4. EXTREME PERSONALIZATION

5. The Email to Howard Schultz That Worked
After sending my last email, got really excited and wanted to
share some ideas I had on how Starbucks could leverage
<Company Name>:
• Mobile app distribution - reduce friction by allowing your
website visitors to download your mobile app by texting
the download link to their phone. We intelligently detect
whether a phone is on iOS or Android OS and sends them
to the right app store.
• Picture message a coupon to your customers on their
birthday. Why tell them how good a frap will be when you
can show them the gooey ribbons of caramel?
• New VIP service: text your order in to your local
Starbucks. Get your favorite thirst quencher sooner.
• Picture message Starbucks coupons w/QR codes to your
friends on special occasions.
• Leverage geo-location services to MMS special deals to
customers when they are in close vicinity to a Starbucks.
The possibilities are really endless.
I'd love to chat with you further about how other companies
are using us, as well as chat more about how we can help
foster Starbucks' future innovative ventures.
Be bold – share some amazing
ideas; they will respect even if you
are wrong.

6. The Email to Me That Worked
Looks like we have plenty of things in common…
Here are some commonalities between Yesware and TOPO:
• Twilio is a customer (and also an integration partner now
powering our click-to-call feature)
• We are a Salesforce.com ISV partner, and it looks like
Salesforce.com is a client of yours
• Our Director of Sales, Mike Haylon is on the speakers list
at the Saleshacker conference. He also used to work at
Netsuite, another client of yours
• Most importantly, we're focused on driving results.
Customers like Twitter, Acquia, and The Financial Times
have seen a 25% growth in new business using our
product. Customers choose our sales technology to
accelerate their sales efforts.
Let's explore how we can work together to help your
customers share the same experience our customers have
had since using Yesware. I can also share with you some more
customer success stories and why our market-leading product
is chosen by high-growth sales teams.
“We should talk whether you buy
something from me or not”.
Bullet points that are customized
and specific to me.

7. The Follow-up Email That Would Have Worked
“I have actually read something
you have produced and will prove
it by tying it to my own personal
experience.” – connection made.
Hi Craig,
Thank you for signing up to Test Drive Kapost. I recently read
your blog post "Can Millennials Sell?"
As a millennial myself, this specific line really resonated with
me, "Juxtapose this against your average Gen X salesperson
who still speaks lovingly of the Blackberry’s tactile keyboard,
who maintains maybe just 1-2 social properties, and who
prefers the face-to-face meeting to the digital one." My dad
is a successful salesmen, who is still using a Blackberry and
scheduling in person meetings, ha!
My role here at Kapost is to see if I can answer any questions
for you about Kapost, or clarify anything about our platform
after taking a Test Drive.
Please let me know if I can provide you with any additional
resources.
Best,

8. DIFFERENTIATE WITH VISUAL
CONTENT

9. The Outbound GIF Play (P.S. Puppies Work)
Outbound Email
Hey Grace-- thought you might enjoy this
adorable puppy video...because why not, it's
Wednesday.
Insert GIF here
Was going through my personal Twitter
stream and landed upon Company X and
noticed you're the mind behind the madness
for social. Thought it would be relevant for
you to check out what Insightpool is up to.
We help companies find and proactively
engage the audiences that matter most to
them, driving their success in share of voice as
well as having CTRs of over 100%.
Would love to talk with you about Company
X's social initiatives! My schedule is open
Thursday/Friday afternoon later this week
(EST).
• Research Facebook, Twitter,
LinkedIn, blogs, etc. for what
they are posting and who they
are following.
• Focus on key areas: college
(undergrad), hobbies, and
puppies.
• Find a funny video, picture, or
GIF and embed into your
email.

10. The Personalized, Customized Explainer Video
Video is personalized to the
viewer including name, company,
title, etc.
Call to action with business card
attached included in video.
You think it’s compelling if they
open an email? How about if they
watch a video explaining your
value prop.
Capability provided by Switch Merge

11. STAND OUT FROM THE CROWD WITH THE
OFFLINE TOUCH
© 2014 TOPO topohq.com

12. Infer Sent Me Running Shoes, I Wear Them

13. “Gift Selling” Explained
Score VM/Email #1 VM/Email #2 First Meeting Huge Close
Prospecting Offline
Play
First Sales Call Offline
Play
Prospecting Offline Play:
• Score the account/contact for demographic fit (it has to be worth it).
• In between digital and voice touches, send memorable offline touch focusing on
fun or education (depending on buyer).
• Require signature. Call and email immediately upon delivery.
First Sales Call Offline Play:
• Same as above.
• Send after first meeting (especially for shirts so you can get t-shirt size).

14. GET TO DECISION MAKERS WITH
THE HIGH-LOW PLAY

15. The High-Low Play(s)
Inbound Lead
Outbound
Touch Pattern
Pre-First Touch High-
Low
Account
Discovery
Sales Process Huge Close
Post Discovery High
Low
Pre-First Touch High-Low Play:
• Score the account/contact for demographic fit (it has to be worth it).
• Before your first touch, identify 2-3 potential decision makers and call/email high.
• Either pretend you never got the inbound lead OR mention inbound lead in your
message.
• Be strategic and business focused in your messaging.
Post-Discovery High-Low Play:
• Use data gathered in discovery to craft customized outreach.

16. GET IN THE ROOM WITH DECISION MAKERS VIA
STRATEGIC CONTENT OFFERS

17. LeadMD Doubled Pipeline in 6 Months by…

18. Inserting Strategic Content into the Sales Process
Discovery Call Pitch Proposal VM/Email #3 Nurture
Strategic Content
Meeting
• Gather simple data set.
• Develop strategic presentation or content asset.
• Request meeting with executives for delivery.
• Deliver benchmark by sales person or strategist (bigger accounts).
• Even if you can’t get the executive meeting, you have customized content for your
champion to deliver or you can send yourself (see High-Low Play).

19. The Decision Maker Content High Low Play
Mention champion name upfront
in case the email gets passed back
to them.
Focus on business impact when
writing to decision makers.
Dear <decision maker>,
I am currently working with <champion> to explore if
<company name> can help <organization name>
drastically reduce the risks and unnecessary costs of a
<insert pain or challenge>.
I have attached a Risk Report we have created for
<organization name>. As you will see, a <compelling
event> will have a significant impact on your business.
I’d appreciate the opportunity to walk you through it
and share how companies like yours have solved this
challenge.
If you just let me know a couple days/times that work
for you, I’d love to spend 10-15 minutes walk you
through report.

20. Thank you!
Craig Rosenberg
Chief Analyst
TOPO
www.topohq.com
@funnelholic