In the second segment of NextRoll’s Unstoppable Growth career advice series, we learn actionable tips for building a strong sales pipeline. NextRoll’s VP of Revenue, Mark Haas, shares his recipe for success that includes three elements: Organization, Prioritization, and Personalization. Let's dive in and discover how you can integrate these tips into your daily routine for maximum impact!

1. Organize 

The cornerstone of productivity in sales lies in meticulous organization. A combination of prioritizing accounts, intentional use of your time, and time-blocking can lead to incredible success.

Prioritize Your Accounts and Ideal Customer Profiles (ICP)

At NextRoll, we use an account-based sales strategy. Our goal is to create a personalized experience for prospects and customers, with a message that resonates with their key decision-makers. Mark says that to bring this to life, there are three critical points at which every salesperson should prioritize their accounts—at the start of each year, each quarter, and each week.

Early in the year, create a matrix to segment your accounts into four quadrants:

Revisit this throughout the year so that you can weigh intent signals against your growing understanding of each account to determine each account’s priority.

At the start of each quarter, it’s important to prioritize accounts based on attributes of your Ideal Customer Profile (ICP), buying intent (which RollWorks will help identify), relationships, buying potential, competitive landscape, and other factors like existing opportunities.

At the beginning of each week, ask yourself the question, “Which accounts and ICPs deserve my time, based on their intent signals?” This strategic question ensures your focus on and prioritization of the most promising prospects, based on the data available.

Use Fridays to Plan for the Week Ahead

“If it’s Monday and you don’t have a plan, you are already behind.” Mark recommends taking time each Friday to outline your activities for the upcoming week. Regularly review and adjust your plan to maintain your priorities and ensure you're using your most valuable hours for your most valuable work.

Make Prospecting a Daily Ritual

Mark says that prospecting isn’t just important; it’s essential and the most important component of sales success. Dedicate a specific time each day to execute the outreach plan you developed the Friday before. Block that time in your calendar for your outreach efforts. Make it sacred and non-negotiable!

2. Prioritize 

When you effectively manage your time and resources by prioritizing what matters most, you can maximize your productivity, close more deals, and build stronger relationships with your customers.

Concentrate on the Right Opportunities

Focus is your best friend when building a pipeline. Identify the key industries, regions, or types of businesses that align with your product or service. Narrowing your focus to your ICP allows you to allocate more resources to the most promising opportunities. 

Discipline and Consistency

Discipline is the backbone of a successful pipeline. Establish a routine for yourself and stick to it. Set daily, weekly, and monthly goals for your pipeline activities. Use a CRM system to help manage your pipeline efficiently, regularly update your records, and monitor each opportunity’s progress. 

3. Personalize

Personalized outreach helps you stand out from the crowd, increases your engagement and conversion metrics, and helps you build trust and rapport with your prospects.

Personalization and Creativity

In a crowded marketplace, personalization and creativity are your differentiators! Mark says you should tailor your interactions to address your prospects’ unique needs, based on your research. When you go to research prospects, use AI to get more comprehensive details and save time. Use personalized messaging that speaks to your prospect’s specific challenges and offers relevant solutions. Mix up your communication methods—emails, phone calls, social media, and even direct mail. Show that you understand their business and genuinely want to help them succeed!

Follow Up with Persistence

Follow-up is where many sales efforts fall short. Mark has found that a minimum of 8 follow-ups is essential, with 12 being ideal. Persistence is key, but so are creativity and personalization. Vary your follow-up methods and messages to keep the conversation fresh and engaging. Use emails, calls, LinkedIn messages, and personalized video messages. You’ll want each follow-up to add value for the prospect to help move the conversation forward. The only guarantee of failure is to stop trying, so keep pushing until you get a definitive response.

Shift from “I” Messaging to “Why They Should Care”

Research your prospects thoroughly before reaching out. Understand their business, industry trends, and specific pain points. Use this information to craft messages that speak directly to their needs. Show empathy and demonstrate that you are genuinely invested in their success. Traditional messaging that highlights your product’s features and functions is no longer compelling. Instead, lead with “why they should care.” Focus on the benefits and outcomes your solution delivers. How will it help them achieve their goals? What value will it add to their business? By shifting the focus from your product to their needs, you make your messaging more relevant and impactful.

Closing Thoughts

Integrating organization, prioritization, and personalization into your daily routine requires effort, commitment, and consistency. However, the rewards are well worth it. You’ll not only achieve your sales targets but also build a reputation as a trusted advisor who genuinely cares about your clients’ success. Embrace these strategies and watch your sales pipeline thrive!

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