How One MSP Gets 15-20 Appointments a Month (3 SDR Strategies That Actually Work in 2026)

All right. Today we're going to talk about new SDR strategies that MSPs are using to book three times more appointments and the critical mistakes that are keeping everyone else from from booking any at all. And what we're going to do in this video is we're going to break down some very specific examples of what we're seeing at MSP sales partners, from the people who are really killing it.

And we're going to walk through what the patterns are of the people who are not killing it. We're not getting the results that they want from their stars. Now, here's what we know. If you're if you're running campaigns of any kind, right, if you're doing any kind of outreach, any type of marketing, um, you know, if you're doing, you know, social media, if you're doing direct mail, if you're doing, you know, paid ads, whatever it is, anything that is creating awareness within your market, we know that if you have an SDR and you deploy them strategically, you deploy them effectively, that it can be a significant accelerator to growth in your business, right?

Like I've seen ROI when the SDR strategy is working really well. Um, like pay off. It's off the charts. It's 4 or 510 ROI isn't uncommon in the reason is if you if you just think about what's the lifetime value of of a deal for you, right. A single MSP client comes in and signs with you for five, six, ten years.

A lot of people are really good at retaining people. And you've got that master. What's the lifetime value of that? So you take that compared to the cost of an SDR, I think is like you're already doing the marketing, right? Like you're doing the outreach. You're you're investing the effort into creating some awareness with your market.

If you're able to squeeze all of that additional production and the performance out of that marketing that you're already doing, then you're going to make a lot of money, right? So we've seen it be very, very effective. Now I'll be very transparent with you. Um, I've we've seen it also be a complete flop, right?

Like like zero returns donuts. Right. And I've talked to a lot of people that have said like, hey, you know, Ray, I did the SDR thing. It didn't work for us. Outbound doesn't work, you know, anymore. Cold calling doesn't work anymore. Um, that doesn't work in our market. Like, you know, people who have have gone through an SDR or two or 3 or 4 or they've hired an agency to to basically be their SDR and, and make a ton of phone calls and come back with goose eggs with nothing.

And we've seen everything in between. So if you've got people who are absolutely killing it, got absolutely nothing and everything in between. And what I'm going to share with you is what's the big difference? Quick background. Just so you know, like where this is coming from. I've spent my whole life in sales, um, 25 years in sales.

20 of it has been in sales management and executive sales management, everything from sales manager to VP of sales to managing director at the US Chamber of Commerce, and I oversaw all of national small and mid-sized business there, was CEO of a PE backed company, and that's what I was doing when, about six years ago, made the decision to move to Cabo and with my family and said, you know, I'm just going to slow down.

I'm going to do some consulting. That lasted about five minutes because my my first client was Robin Robbins. If you're in the IT space, you've probably heard of her. You know, she is the founder of TMT Technology Marketing Toolkit. It's now owned by Cassia. But initially with her I started doing internal sales management.

So building up the SDR team, leading the sales process, all of that and started coaching MSP sellers there on the full cycle. Like how are you? How do you, you know, run discovery, how do you close deals, all that stuff. So I've coached hundreds of MSP sellers and sales teams. I've run an audit and sales audit on more than 100 MSPs.

And about three years ago I built an SDR coaching program for for TMT, for Robin. And through that process, I got a ton of exposure and a ton of information and experience with how MSPs are using stars like who they're hiring, how they how they're leveraging them, what they're calling, how they sounded on the phone, what the offers were.

And we got a lot of data from from that program. Then last year, I launched MSP sales partners in one of our core programs that I launched that with was fractional sales management for for stars. And there we've hired over 100 SDR for MSPs. We managed 65 in our program right now. So we have a lot of exposure to see what's really working, like who's killing it and what's happening when people flop.

And we spent a lot of time going through that data and looking for real patterns like what's causing this? And that's what this video is. We've sat down and looked at it and said, hey, on either extreme like what? This is what's working, this isn't. And what I want to share with you in this video is that so that you can have an effective strategy to, to build on.

Now the main difference between the people getting really good results and people that are getting nothing really comes down to two things. One is the foundation, like the foundation that you bring your stars into and and set them up with the start. And we'll talk about that for sure. And then there's the strategic piece of this, which is once they get into that role and they have a decent foundation, are you being strategic with how you use that person, that resource to grow, like how you use different channels and different sources of traffic.

And some people are being really strategic with this, are being really creative with how they're using that role. And some people aren't. It's really not either or. It's not very binary. It's. It's less, you know. Is there a foundation or not? Is there a strategy or not? It's more of a continuum. Like, you know, how much of a foundation do you have?

Like how strategic are you being and from from one end of the continuum to the other? But to simplify this, what I'm going to do for the sake of this video is I'm going to break this into three tiers. Tier one is I spent money. I tried this a ton of times. I've gotten goose eggs for returns, I've got no ROI, and we're going to talk about what causes that.

Like there are there are distinct patterns when it comes to that. I promise you, I've I've seen them and will walk through what those are. The second tier is you're getting good returns, right? Like when and when I think good returns, I think you're getting, you know, three, 4 or 5 appointments on most months.

You're getting, you know, some opportunities from those. And if you do the math and you play it out because of the lifetime value of a client. It's not bad, right? Like, if you're getting four appointments a month and three of them are qualified, and two get to a proposal and you close, you know, a third of those proposals like that's that's decent money and your your ROI positive.

Now I'm not going to spend a lot of time on this category in tier two, because what I'll show you is that tier two is just directly correlated to tier one, right? The most the most common mistakes that cause you to get a goose egg and end up in tier one, if you just don't do most of those things, like if you just do those things right, you're going to get decent returns.

Um, and then there's tier three, right? The third category is people who are just killing it, like the people who are they're crushing it. And they're they're doing the stuff that people in tier two are doing, right. The basics. It's not like they've thrown that playbook out. Um, they're doing the essentials, but that's like the 101.

And what I'm going to do is I'm going to walk through three specific case studies of people who are leveraging the SDR beyond just the standard, calling for campaigns like the standard 101 level stuff that people are doing. And I'm going to show like how they're getting creative with it, how they're getting strategic with it.

And I'm going to I'm going to give you these examples that I hope you can just steal directly. Right. So you can you can take these strategies, these case studies I'm going to show you or and implement them. Or they can blend together, you know whatever. But maybe it just inspires you to to think, hey, we could be really leveraging our SDR differently.

And this is what the people who are killing it are doing right now. And there are three real life examples I'm going to talk to. So we're going to spend most of our time on on tier one and tier three. And I'll start with why most stars fail. Um, Charlie Munger, who is, you know, was Warren Buffett's partner, the late Charlie Munger.

Love him, by the way. Brilliant. Has some great shit. But he had a saying and it was if you want to learn how something works, invert, always invert. In other words, if you want to know how to do something really well, just sit down, make a list of all the shit that doesn't work, and then don't do those right.

So if you flip it and then avoid that stuff, you'll probably do okay, right? So so that's what we're going to do. That's what I'm gonna start with. Of all the people that I've seen not get results. People who are not getting returns, people who've had negative ROI with their SDR, the people that are saying outbound doesn't work, cold calling doesn't work.

SDR doesn't don't work. I'm not. I've tried it 100 times. It hasn't work. What are the what are the most common patterns? What are the mistakes that those people are making or that people tend to make to fall into that category? Right. There's there's five that I'm going to walk through very distinct patterns.

Um, the first one is hiring anybody with a pulse. The challenge with this actually starts with the mindset around this role itself. If you start hiring an SDR and you're going into this with the mindset of, you know, I'm just going to find the cheapest person to basically read this script verbatim because it's a super simple job.

Anybody can do it. And so long as they kind of speak English, show up remotely sober to the to the job interview. And, you know, don't ask me for a ton of money. I'm going to put them in the seat, I'm going to put them on the phones, and I'm going to ask them to read the script. If that's the approach that you were using with this to stop, like it's not going to work.

And that's that may be the extreme, but I hear like very frequently like some version of that, that that's close to that extreme. And, and when people are talking about hiring an SDR, they think, oh, hey, it's entry level job, it's low level. It should be simple. Like, virtually anybody can do this, right.

And as long as I can put a script in front of them and they can read it, then they're going to get results and they won't. It's like any job in your business, right? There's a huge difference between people that are going to be good at it. The people that are not going to be good at it. And truthfully, I've never hired a tech.

Right. But I, I think that this metaphor sticks. And if it doesn't, you'll you'll you'll still understand my point or the point that I'm making. And if you're going to go higher, level one tech, right. Or someone introductory for in your business for any introductory role. Most of the things in that role are generally teachable, right?

They're trainable. You can show somebody how to do the stuff that a level one tech does. It's not it's not the advanced, you know, really complex stuff that you need 5 or 10 years of experience and loads of certifications to to do. Like you don't need all of that to understand that role. It's it's the stuff that if you give me a minute and I have a reasonably smart person who is coachable and willing to put in work, I can teach somebody to do this job.

But if you're going to go higher for that role, you wouldn't hire the cheapest person that barely spoke English. That's never turned on a computer, right? Like you wouldn't hire somebody that doesn't like computers, right? Like that would be. That would be the wrong person. Even though the function itself, the utility of that role is teachable.

Like, you could you can take the right person even if they don't have experience. And you can make them a good level one tech. The same thing is true with STRs. In most cases, the SDR role, it's a it's an entry level sales role. Um, there's a there's a huge difference between somebody that's going to be good at it though, and somebody that's not going to be good at it.

Right. Like it's are they coachable? Are they are they a good communicator. Um will they put in the work? Your day is prospecting. I don't know if you've ever sat and made cold calls or prospected and talked to people who are not customers, that you want to become customers all day, but you generally get your ass kicked like a lot, and, you know, a handful of a handful of times a day you're going to get hung up on.

somebody's going to say some rude shit, and then three calls later, you've got to bring that energy to the call and you've got to do it really well. And that's hard. That's why most people don't want to do the job. So my view on on who you're looking for is you start with the criteria of what it actually takes to be good at that job.

Right. And let's go find that person. Let's not just look for the cheapest person that will do the job. And and the other thing I'll say is this if you're looking for somebody to just read a script verbatim, right, like, here you go. Like, I don't I don't trust you to go off script because I haven't paid you enough.

And I don't trust your communication skills and I haven't screened you, so just read the script, then you may as well just build an AI agent. Right? Like they're going to show up to work on time. They'll they'll be more consistent. They'll they'll say what you want them to say more consistently. They'll stick to the script.

But spoiler alert, that's that's not going to work either. If AI outbound SDR worked really well, I promise you, I'd be making you a video right now to to sell you that one or to, to tell you how to use that one. It is not there yet, right? Maybe at some point it will be. We're heavy AI users, huge fans. But I would not trust AI bots to be making my phone calls right now.

So we're still looking for a really good person in that seat, and we're not looking for what's the cheapest talent we can find. The fix here is just identifying what it takes to actually be good at that role, and then being really selective about who you're hiring for it, like even for an entry level role.

Because the difference between somebody good and somebody great is not 10 or 20%. It's it is 2 to 5 x. And in your world, when you're thinking of 2 to 5 x, the number of appointments per month, that is a lot of money that is on the table. And that is the difference between somebody that is okay and somebody that is phenomenal.

Now the second common mistake that we see is if you're getting goose eggs on on the SDR strategy is that you're starting with a bad list or no list. And what I mean is, if you hand your SDR a data set that's got wrong numbers, it's got wrong contacts, wrong industry, they're in the wrong market, whatever it is, and they go through and they've got to clean that list.

They've got to update it. They've got to research everybody on it. It's going to slow down their performance. Right now you generally know like if I have no data, it's going to be hard to to build an outbound strategy. Duh. Okay. And if I only have 100 leads to give an SDR, then my outbound is not going to be very effective, right?

Like we we know that I think what's what's most dangerous or the biggest culprit here is that when when you think you have a good data set and you don't. So a lot of people say like, hey Ray, I've got, I've got zoom info, I've got Apollo, I've got seemless and all those are fine, by the way. Like I have nothing against any of those, those, those vendors like data sets or whatever they're.

But that in and of itself is not really a great clean data set to go outbound with like it's a it's a very general list. And if you take a raw zoom info list or a raw Apollo list, I can almost guarantee you unless it's been really targeted, unless you've gone through and had it enriched elsewhere and you've had some list cleaner go through something like that, that you're going to see 30 to 40% breakage or churn on, on that data set.

So you go straight to, to zoom info or something, you pull that down, you're probably going to see 30, 40% of stuff. That's just not good thinking about that. If I if I've got a good SDR and I give them this list, then I can pretty safely expect that they're going to get 30 to 40% lower returns than what they would otherwise expect, because they're not calling the right people.

They're spending their time fixing the list. Right? So just take whatever the what they would get. You got to discount it. And. A lot of people think that when you like because some of the some of the vendors will market. Well, we've got 99% accurate data and all that shit. And they think by going to a vendor directly, just downloading that whole list, they've got a clean list.

But what you've got to understand is that when when you think you have 99% accuracy, the way that they come to that is that they measure that based on all the data points on a record. Right. So you've got a company name, you've got company street address, you've got zip code, you've got company phone number, you've got company website, you've got all of these, these these data points on a record.

And as long as 98 or 90, 99% of them are right, they've got 98, 99% accuracy rate. But if what's wrong in that record is the contact name and the phone number that contact, then that record is 0% useful for the STR, unless they go research and clean it and get the data. If you take the vendor list and you put them into like a calling machine and you haven't done anything to enrich it, and you haven't done anything to clean it.

You haven't done anything to segment it or refine that list and like, turn it into like something industry specific or something like that, then you're not going to get very good results. You may get mediocre results. And now I'll talk about this one in the case studies a little bit. Um, there's not necessarily anything wrong with with having your SDR clean the list as they're going.

Right. Like that's that is absolutely one way to do it. Like you can put it through something first and say, I've got it all cleaned up. Now let me hand it to the SDR. Or I can say, hey, I've got this raw data set from wherever the hell, whatever vendor I want some info. And the first round of this campaign is going to be 30, 40% lower, like, because as we're going through, we're updating the records and we're cleaning those records and we're improving the data sets and you're making the data within your CRM better.

And that's what we we're going to come back with a cleaner data set. And the second time we go to this the third time, it's going to be a lot better. I think that's fine. That's that's perfectly fine. Um, like like I'll share later. Uh, but acknowledging that, that if if you don't have good data on the front end, it's really important because it sets the expectations that you have of that SDR, of that campaign, of the results that you should get from that strategy.

That's the second mistake, the third mistake that we see when when people aren't getting very good results on, on their outbound or, or their calling is they've got no offer. Right. Or they or they've got a weak offer. Now when I think offer like I'm thinking, what is your pitch. Right. If you if you've got a good SDR and you give them a decent list and they're making the calls, what is it that they're actually pitching on those calls?

I have a slightly different view of the SDR role than than a lot of sales leaders. And to me, the SDR role is it's a sales job, right? Like they are selling something. And a lot of people don't think so because they're not asking for money, but what they're selling. Like the price the person is paying is time, right?

And so the question is, what are they selling that's worth the time that they're asking for. That is the price. Because I don't know about you like but I, I if you get me on the phone and you have a better chance of getting my credit card than you do my calendar, because I have more money to give you than I do time to give you typically.

So if somebody is is asking for my time and they want access to my account or like, hey, Ray, I want your 15 minutes, your 30 minutes or whatever it is. Okay. What do I get in return for that? That's the price I'm paying. So what do I get in return for that? That's how I think about that. So this is a sale psychologically, just like anything else.

And if the only pitch that you have for somebody when you call is, will you meet with my CEO for 15 minutes and you think, well, I'll, I'll get more points because just 15 minutes. There's still a price to pay and you will get some appointments, right? That's a blind squirrel finds an acorn. Every once in a while, you'll you will bump into some where it's it's the right time, right place, or just the kind of person that says, yes, you know, on on a call, but you're not going to get consistent returns.

Um, and there's a huge difference between turning an SDR loose that's saying, hey, this is Joe from MSP Sales Partners. Would you like to meet with my CEO Ray, for 15 minutes? Right. And turning that same person around and going, hey, this is Joe with MSP sales partners. Um, you know, IT companies about your size.

We did some research. Uh, typically they're in the market for, you know, salespeople starting to grow. They've kind of hit that plateau. And what we have is a toolkit that we put together for you. It's it gives you the profile of a good salesperson, um, gives you a good interview cadence gives you scripts, comp templates, and, you know, a whole bunch of other stuff that goes along to help you make that first hire successful.

And my CEO asked me to reach out and, you know, see if you had some time to walk through it, it'd be ten minutes. We can give it to you free of charge. Um, transparently. You know, some some small number of those people do become clients of ours. But, you know, most of the time they don't. Uh, so, you know, would you meet with my CEO for 10 or 15 minutes, walk through it, give me the toolkit.

No obligation whatsoever. Bottom line is, if you give your SDR something valuable to call with, you know, whatever that is, then they are going to have a substantially better chance of getting you or getting your salesperson into good meetings where people actually show up because they want the thing that you're offering, right?

If they say yes, they're like, hmm, like that, that could be valuable. The show rate on that is higher. So it's not just the booking rate, it's also the show rate. Yes. Like I said, you'll stumble on some opportunities without a strong offer, but you're you're not going to get consistent returns, and you're certainly not going to get the kind of returns I'm going to talk about here in a little bit.

Now, the fourth pattern that we see when when people aren't getting results, you know, we we look at the SDR, we look at the list, we look at the offer and then we look at the script. Right. And and one thing I'll say I get asked a lot, you know, does cold calling still work? You know, does outbound still work?

Does that channel still work? Does direct mail still work? What I can tell you from my experience is the fundamentals of sales and marketing. Like the actual psychology of how we make decisions as people doesn't really change very often. Like our psychology as humans just doesn't change that quickly.

You know, the the fundamentals of sales and marketing don't change very quickly because they follow the psychology of how we're making decisions. And that is why channels like when people say they die, like the channels don't die, they the channels stay. What does change, though, is the tactic that you use on that channel.

Like the way that you use that channel or what you need to do to make it work does change. But these big channels, like the big fundamental things in sales and marketing, don't really die, no matter how many times people with new toys and gadgets and shiny objects want to want to sell you the new thing. If you're doing outbound and you're doing it the same way that you were ten, 15 years ago, it's probably not going to work very well.

Why? Because your iPhone's got a screener on it. We we have better gatekeepers. We have automation systems. We have we have AI gatekeepers. Right. Like, that's really fun for for SDR to work through. So the tactics have to change. Like the tactics that you use need to adapt in order to make the channel work.

And I'll let me give you like a specific example, one thing that we're we're seeing work really well right now on outbound on calling is is permission based openers. Right. So you so you call and you say, hey Ray here with with MSP sales partners. I'll be completely upfront with you. This. This is a cold call.

Don't don't mean to ruin your day, but it isn't completely random. And if you give me 25 seconds to to tell you why I'm calling you specifically and you think it's a complete waste of your time, I will hang up the phone for you, right? Something like that on the front end. From a connection rate standpoint, people go, okay, what do you got?

Right. Like I've, I've, I've put a time on it 25 seconds, you know. So the the cost of this is like very, very low. I've given you the power right. I've essentially said, hey, I'm being completely upfront. You can hang up on me like all that. I've been transparent. That's working really well right now. Like, will it work in 18 months?

I don't know, uh, you know what? What we're seeing work on the phone changes from time to time. Uh, you know, so the question is, are you giving your SDR the scripts and the tactics on the phone that they need the best practices today and the ammunition that they need to be effective today. Not last year, not five years ago, not ten years ago.

Like, do they have what they need and what is working and today like to to stand out, to be different? Um, you know, other things that we're seeing, you know, because we see a lot of different scripts that people come into our programs with. And, you know, just as a pattern, much shorter scripts are working right now, much more condensed scripts.

Um, you know, the like we used to see a lot of longer heavy value props, you know, where people would try to, you know, it was like a page and a half, like three minute solid monologue that you're trying to get through. And candidly, it works like back in the day, but it doesn't work anymore. Like, this is a it's a, it's a TikTok generation.

You know, if you if you can't explain to me in 30s and capture my attention and differentiate yourself and earn the next 60s on a call, then I'm not really interested in. And that's what we hear on on the phones right now. So we're always adapting our, our scripts, you know, based on what we're hearing work and we're analyzing this.

We've got 65 stars in our our fractional sales management program right now. So we're listening to what's working. We hear a lot of calls. And you know we know what's getting results. And we're we're constantly making those adjustments like fine tuning things to to make sure we're using best practices.

And you know, when you think when you're thinking about scripts like make sure that you're not robotic. Make sure it's not long winded monologues. Make sure that you're accounting for, you know, screening technology right now, like the AI gatekeeper thing. Like that's new. And and we're working through figuring out how to how to work with that.

Um, you know, the other thing I'd say right now is just as a theme, because AI is becoming so dominant in terms of volume, activity and outbound, that's happening. People are so optimistic that they can just push a button and get all their prospecting done for them. So everybody's doing it right. Like people are trying to use AI for for virtually everything.

And your inboxes and your DMs on your phone calls. And what we are seeing is that the thing that works really well is like standing out, right? Like the the thing that works is not being AI. And, you know, you think about ten years ago we'd put somebody in a, in a seat to do cold calling. We'd say, hey, here's a proven script, read this, you know, but now we kind of want somebody to they want them to sound human, you know, we we need people to sound more human.

And, you know, there are there are times where you go like, is this AI? You know, like when, when people are calling and understanding that and adapting that into your script and, and how you're executing all of your prospecting candidly, right now, it makes a big difference because people are asking that question on the phone in their inbox, consciously or unconsciously, and making people.

Making it clear that its human is is working more and more pattern. Fifth thing like the fifth challenge that that people have. Even if you're even if you've got a good SDR, a good list, a good offer, you get them a good script. If you don't bring them into a good sales environment, right. If they don't have an infrastructure to to work with, they're going to have challenges, right?

Even with even with a really good SDR and what I think sales infrastructure, what I'm thinking about is, you know, are you meeting with them regularly? Right. Are you having sales meetings? Are you listening to calls? Are you giving them feedback? Are you looking at the numbers? Are you giving them a chance or the environment to to hear what other people are doing right?

Like I've always said, I'd rather manage a sales team of 100 than a sales team of one, because getting to hear what other people are doing accelerates learning curves. Are you giving him that opportunity? Um, you know, if you're in any kind of like peer group or mastermind or accountability group, which is really common in the MSP space, that you know, that the the environment that you're in can shape what you do, right.

Like, if I'm surrounded by good players, the likelihood that I'm going to be a good player is a lot higher, right? I can I can steal some best practices. I've got a little bit of accountability. I've got some some people to kick me in the ass to, to do shit and to do shit the right way and to see it through and to be consistent and stick with stuff.

So, you know, the same thing is true with, with salespeople. Same thing is true with, with stars. Like, are they calling in a vacuum? Right. Are they are they the one person at the company where nobody's really talking to them? Nobody else in the business is, you know, is doing what they're doing. Nobody is listening to their calls.

Nobody is looking at their numbers. Um, even if you get like a good SDR to start with, you know, unless you have like the proactivity of, like a of a one percenter. The vast majority of people you will see performance decline if they don't have the right environment and the right infrastructure set up. From a sales management standpoint, in fairness, like full transparency, this is our SDR accelerator.

With our fractional sales management program, we provide the the infrastructure, we provide the coaching, we provide the dashboards and the numbers and the group and the peers to to hear what's what's working elsewhere and steal best practices and all that. So we we provide that as part of what we're doing.

But when we've looked at what is it that's happening for MSPs who are not getting any returns, we can look this in very consistently as far as all five of these mistakes is concerned, like here's how strongly we believe this. We have a report card like in in the onboarding process. You know, if you if you sign up at MSP sales partners and you want and you want support, we're going to have this onboarding call and we're going to score on these criteria okay.

Who's the SDR. Where do they come from. Like what's their background? Like? What's are they salesperson like? Do they have experience like why did you pick that person? Uh, we're going to look at the list. We're going to look at the offer. We're going to look at the script. And we are going to do that because we want to do a good job, and we know we can't do a good job and get your returns from an SDR if all these things are happening.

So it's just one big system with a lot of variables in it. And these are some of the most common variables that we see affecting performance in the way that you don't want. Now that's the first category. Okay. Like those are the patterns that we see when people are getting no returns right. Like the A the SDR strategy doesn't work like that.

Doesn't work for us. Cold calling doesn't work like that's, you know, the the bulk of the mistakes that are happening there. The second category and remember like this is you're getting good returns, right. Like and you should keep doing what you're doing. You know, like let's call it you're getting four appointments a month, give or take.

Um, you know, those are converting into some opportunities. And you're you're getting, you know, a client or two, you know, every other month or so and you've got decent returns, you know, your lifetime value of a client. It's positive ROI. Um, but you're not blowing the doors off of it. Right. I call this mowing the grass.

Okay. And and the way you get decent returns is just look at the stuff that I just talked about, and just don't do that. Right. Like, if you're a little bit more selective with the SDR, it, you know, it doesn't have to be an A player, you know, but if you even even 70%, if you get 70% on these things, pretty good SDR, pretty good list, pretty good offer, pretty good script.

And you generally have, you know, some some basic okay systems in place for them as far as infrastructure and environment and all that. Um, you know, then you're going to get, you know, okay, returns, you've got a flywheel in motion. Okay. And and you should keep that in motion. Right. Those are. Those are decent returns.

Powers that are positive are away. I call it mowing the grass because it's the essentials, right? Like you're you're not going to win lawn of the year. You know the HOA is not going to give you an award if you're just mowing your grass on a consistent basis. But if you don't mow the grass like you will get the HOA called on you.

Okay. So it's it's something you need to do. It's the maintenance. And if you if you kind of 80 over 20 on on what's going on to get the returns like that's kind of like listen like mow the grass and it's going to look decent. Like just don't look. Don't let it look too shitty. The question is and this is what you probably want to hear about is the people who are killing it, like the people who are absolutely crushing it.

They're still doing this, right? Like, it's it's not like they're they're doing something completely different. They they haven't thrown, you know, the traditional outbound playbook out. You know, they're they're still doing the essentials. They're still mowing the lawn. But that's the one on one.

And in the case studies that I'm going to walk you through here. This the moment the grass is what they do in between all the other stuff. Right. That they do the essentials and they're getting, you know, two, three, ten times the results of everyone else because they're doing the 201, they're doing the 301, they're doing the 401 level stuff.

And I'm going to walk through three specific examples. And I'll tell you up front, these are harder to template. Right. They're they're harder to say here's the exact script that you need to to do. They're they're more creative. Um, they're a little bit more strategic. They but they can be replicated.

Like they're just not complete. Copy and paste. You know, it's not paint by numbers. Like, hey, everybody, just do this exact thing. But when you hear what I'm what I'm going to tell you. Like, you'll go, okay, like that, that can be replicated. And as I walk through them, you're definitely going to see how you can adapt like these strategies.

Um, and, and there's a, there's a full playbook that goes with this, you know, with with all three case studies. And in that playbook, I made it from these case studies. You've got not just the case studies, but you've got some frameworks, you've got some templates, you've got some a few things that go in there to help get you started.

Write some very specific stuff, and I'll tell you how to get that at the end. It's completely free. Um, so don't feel like you've, like, you've got to take notes as I'm going through here. You've got this. All right. Um, so the first one that I want to talk about is the prospecting crock pot. Right. And and this is, this is with an SDR who is consistently getting 15 to 20 qualified appointments per month.

And sometimes we see that spike actually higher. But 15 to 20 is very consistent. And what's what's really interesting about this is they actually they replicated it with another SDR. And and I said hold on, because I already knew or managing their SDR that they're getting killer results and kind of know what they're doing.

But then they added a second SDR to the program, and we started coaching them and managing them, and they start getting 15, 20 appointments a month. We're like, oh shit. I'm like, hold on. Because sometimes you just like, you think you have a unicorn salesperson or something and you go, okay. Like, I don't I don't know that that we can replicate all of what's happening with that person.

Um, but you get a second SDR and you get them to, to ramp up within 90 days or so, and, you know, you can have them producing ten, 15 appointments a month. Two. So I like I reached out and I said, like, listen, I'll give you all of the free consulting or whatever. Like what do we want? Like can you just please tell me what in the hell you were doing?

Like, how is this happening in terms of, like, the system that they have behind what we're hearing and managing from the SDR directly? They said sure. Um, so we hop in a call, um, and they walked us through everything that they're doing. And so I'm going to share that at a high level with you. And it really starts with the mindset that they go into this with Wright like it's how they think about it.

They don't think about ROI from their prospecting and the calls from their SDR on a campaign basis. Right. They think about it on a six, 12, 18 month timeline. Right. And you'll see why. But they they, they take a longer view of the prospecting because they do things in between that maximize the return. So it's like the stuff that they're doing in, in that time frame is what gets them the returns that they're talking about, that they're getting.

The best way I can explain this is it's like the microwave mentality versus the crockpot mentality, right? The microwave mentality is, you know, I can put this Hot Pocket in the microwave and I can get something that's kind of edible. It's okay. Like it's I think it's food. And I can get that out in 90s and you know, it's got calories.

It might be frozen in the middle and, you know, it's too hot to eat on the edge. Like, you know, the you know the drill, but it's something like, right, you can you can eat it and it's fast. Or you can take a little bit more time and you can. You can get some good ingredients. You can. Create like a really good stew.

You can like put that in the crockpot. Let it simmer for a while. Come home. Have like a really good dinner. And the difference is going to be pretty substantial, right? Like in terms of nutrients, in terms of taste and all the other stuff. Um, it's but it's not instant gratification. You know, like, in both cases, you can serve your family either meal like they're they're going to get food ish.

One's going to be a very different experience, but you can't get the same outcome in 90s. Now the way this their whole campaign works, the way that they go about this first thing they do is basically the same thing that everybody else does. Okay. Like their initial outreach is, you know, they they send a mailer out, um, you know, a few days in advance.

Then they make their calls, they do their initial outreach. Right. When you do that campaign, your you you know the numbers here. Like what happens on like 95 to 97% of those calls. Like you don't get an appointment, right? That's just the nature of the beast. It's the that's the data that comes with outbound.

And, you know, so you do your campaign and you assume that, like, the vast majority of those calls are not going to end in an appointment. The question is like, what do you do with those? And what they do is essentially they identified 5 to 7 really common objections, really common dispositions. Right. So they listen to a bunch of calls and they said, hey, you know, there's basically 5 to 7 reasons that people don't book a meeting with us.

You know, maybe they've already got an MSP. Maybe they don't. They don't need an MSP. They don't need an IT provider. Maybe they're in a contract. It's just bad timing. Or, you know, you talk to them and say, no, we're actually we're pretty good right now, whatever it is. Right. Like you. But the outcome is it can be kind of categorized into into in into categories, into like, you know, 5 to 7 main areas.

What they did was they created dispositions in the CRM for each one of those. Right. They plug them into the CRM as a custom field. The SDR makes that call 95% of the time. They don't set an appointment. And because of this reason, right. Like whatever it is, like whatever that is, they log it, they select that disposition in the CRM.

What happens at that point is every single one of those dispositions is tied to a 3 to 6 month email campaign on the back end. Right. So the SDR calls and hey, we're not going to set an appointment because of XYZ. Guest chair says, okay, no problem. Well, they do better, but you get my point. Okay. No problem.

Tell you what, can I just send you a quick email. You introduce ourselves. Can I just send you a quick email? You'll follow up in, you know, a few months or down the road or something. So they get they get permission, you know. And, you know, can I at least keep in touch? Something like that. Vast majority of people say yes.

And behind every one of those dispositions, you've now got a 3 to 6 month campaign of emails that go out that are tailored to that specific disposition. So imagine a weekly email goes out for six months. Okay. You sit down one time, you write, call it 24 emails, one to go out every week for the next six months.

And all of those emails are tailored in some way, shape or form to the disposition that they heard on the call. Right? So if they've got a great MSP like they know we're good, we have a great MSP, we love our IT company. Okay, cool. Uh, what are all the different ways that you could subtly like not directly. Like it doesn't have to be direct response selling shit every time you send an email.

But like you've you've got months to do this. Like what? What could you message subtly that could introduce a little bit of doubt about what that current MSP is doing, right? Why it might be worth an appointment. Why it might be worth, you know, second set of eyes, you know, could you show them a case study of, of a company that came to you when they thought they were good with their MSP, only to find out, like they were, you know, they were they were vulnerable or all this other shit was happening.

Could you show them a recent testimonial? There are a number of things that you can do. If you if you sit down and get really strategic with the messaging, knowing what the disposition is on, how you can stay top of mind and subtly create some doubt in seed that doubt. And then oh, and by the way, like these I'm not talking about like GPT written bullshit emails like this isn't like you go to GPT and write a response that says, hey, write me 24 emails.

And, you know, three minutes later you think you've got, you know, good emails like, no, you sit down, you take the time, you get strategic with the messaging and you write thoughtful, good emails. Those emails go out every single week. At the end of that sequence, three, six months, whatever it is, there's a trigger, right?

Like the last thing in the sequence says, boom, hey, it's time to call this lead. Like all the emails have gone out. Now there's a task for that SDR to make that call three months later, six months later, after they've been hit with all these emails that SDR is now making that call. All right. Now, it's a really strategic callback because the SDR is calling into like, well, they're calling a substantially better situation just overall.

Right. So so now mind you, the list is clean at this point. Like we've talked to somebody like that that works. Already been done. Um, you know the contact information has been validated because I talked to someone. You've you've got an email and they have some awareness of who you are probably. And if they even if they only read a few of the emails that you sent them, you know?

Or a quarter of them, something like that. There's still more awareness, and that SDR has a more strategic reason to be calling back to like, hey, when I talk to you six months ago, you're happy with your MSP and you can you have a better icebreaker, you have more context, you're not a complete stranger, and that person has gotten those emails on top of it.

They've been marketed to. And maybe you've planted just enough doubt. Like you don't need to sell the deal. You just need to plant enough of a seed of doubt to at least justify giving you ten minutes, 30 minutes, whatever it is that ask is, the STR is going to get dramatically better results because because of a number of factors that are involved in that now, this campaign, like what they're doing, it's it's consistently month after month, producing 15 to 20 appointments in a market where somebody else is getting 4 to 5 with another good SDR like this is something that they're doing.

That sets them apart. And we can see like different, different results. And when I actually sat down with them because I went through I went through my checklist, right. Like it's, you know, I went through, you know, who we know who the SDR is, you know, where's the list, like all these other things. And I said, all right, the SDR, we looked the script like we're where do you get the list and all the things I would normally go through.

And I get about three quarters of the way through the call and, and the owner goes, hey, I know, like kind of where you're what you're getting at. Let me just tell you, 70% of this is the process, and let me just share how we do it. And so he walks through how they have it all programing their CRM. Right. Like that's what's what's going out.

And by the way that that SDR can see who's opened emails to. So they have a little bit of Intel like when they're making that call in, they could see, hey, this person's opened up, you know, 15, 16 emails. Um, and they're making a better, more sophisticated, a smarter, more strategic call. And a lot of it's engineered the CRM.

Um, you know, it's it's tailored sequences. You know, the callback timing is is set. Um, you know, the marketing and sales is going to work in tandem like it's supposed to. And they are getting some phenomenal results. Um, so again, it's not the ROI on the Hot Pocket, it's the ROI on waiting six, nine, 12 months and tailoring your marketing, your outreach to them and making your sales a lot more strategic.

So that's that's one case study and way that they're using the STR function to generate better results. The second one is what I'll call the the Oser lite. Like the outside sales rep lite. And it's kind of like we'll call it the apprentice path. Okay. And the interesting thing about this is, is that it still produces better results today.

Like more appointments today, but it also makes your life exponentially easier later on. The way this works is it's kind of like reframing the the initial SDR role from, from the onset, like from day one. So traditionally when you think SDR, you think, you know, I'm going to hire somebody, you know, entry level, somebody cheaper, I'm going to I'm going to train them to, to make phone calls.

I'm going to, you know, I'm going to hope that they perform. And let me just like clarify here, even if you you don't make the mistake of thinking, hey, I'll hire anybody who speaks kind of English, that's kind of sober that, you know, wants the cheapest amount of money like, and I'll give them a script, like, even if it's not that extreme, if you're still hiring a decent SDR, you're still approaching it.

Usually it's still a, you know, an entry level role, uh, in somebody that's less expensive than your outside sales reps, obviously. So, you know, that's I'm not saying that in a bad way. That's just like the way that you go about hiring. So with the with the Özer Lite approach, what they're doing is they're they're hiring very effectively.

Right. Very, very very strategically and very selectively on the front end of the process because their thinking on this is, can I get this person to do the SDR job today? And at the same time be developing them to become a sales person tomorrow. Right. Grow into that sales role. And and like I said, they do that very intentionally.

Like it's all done from day one. It's not you know, let me hire the STR and kind of, you know, cross my fingers and and maybe if they're good later on, maybe I'll have a chance. We'll, we'll look at that at that discussion. It's, it's all by design. And this I mean one thing I'll say is a pattern that you that you'll hear is like there's a little bit longer term view on, on these, these strategies that I'm sharing.

Um, but it works really well. Um, so they do this from the onset, like I said, like from, from a hiring standpoint. And the question they're asking is not only do I think, do I think that this person can do the prospecting job and, you know, make some cold calls and do follow up and generate some some demand on the front end.

But do I think that this person can do the sales job tomorrow? Like, that's who I really want to put in the seat. And the first thing the SDR has to do is prove they can mow the grass. Right. Like, like run the actual campaigns, make the calls. Like if you if you start using this strategy where you're like, hey, I'm going to hire people with the intention of grooming them into into salespeople, you're going to be very tempted or oftentimes like what I see is people get very tempted to kind of skip the initial step, which is make sure they do the original job like, and you'll be tempted to oversell it because you want to get the right person in the role.

Right? Like so you'll you'll come across like a really good candidate and like, okay, well, listen, it's a cold calling job and you got to do this, but here's what you'll be able to do tomorrow. And what happens is you oversell it and you get tempted to kind of like, tell somebody who you think is going to be a great SDR.

Like, don't worry. Like you're not gonna have to do this very long. Um, you know, you don't have to really like it. You know, we're going to we're really thinking about the sales role, and I would just strongly urge, like, don't set that expectation on day one. Like, they need to do the original job. Well, right.

Like the way you do anything is the way you do everything. And you know, so so when they hire their stars, they've got to run campaigns for a sustained period of time. They've got to generate results, consistent results. And while they're doing these calls, what they're what they're doing is they're learning their target market, right.

Like they're learning the terminology. They're learning the words that their prospects use. They're learning the offers. They're learning like they're the company as they're as they're doing this and they're getting new appointments. Right. And if you've been if you've been more selective with the hiring in the beginning than at this stage, you're going to already be seeing better results because they're going to they're going to learn faster.

You're hiring better people. They're they're going to be better. They're going to get you better results. So they do that. They do the original job. Phase two of that is like once they're consistently setting the appointments, once they've proven like they're they're willing to do the prospecting, they're willing to do cold calling and that they're, you know, and that they're decent at it.

Then, you know, get them out of the office, you know, you know, start doing trade shows, start sending them to to conferences, start doing, you know, networking. Um, you know, in the end, the benefit is of doing this is that you've got your SDR now face to face with your target market, with your prospects in a, in a non-scripted environment.

And so you can hear, you know, the questions that are they can hear that the questions that the market's asking, you can hear how they're they're responding. And you have them interacting with with potential customers. Now of the three case studies that I've given you here, um, two out of the three work, regardless of whether your, your SDR is, you know, is coming into your office or their remote, right.

Like, so you could have somebody from, you know, South Africa doing the three of these. Obviously, you know, if you want somebody to be going to events and hitting up conferences, things like that. Like they've got to be local. Okay. Um, but when they're at these events, they're going to get they're going to get a lot of appointments.

Um, and most importantly, they're they're going to learn, right? They're going to be, you know, getting exposure to your market, to your customers. They're going to they're going to be learning, you know, what questions your, your, your prospects tend to ask. And they're going to be talking to the people that they will eventually sell to.

Then they start introducing them to warmer channels like with within the business. And what I will say here is, you know, this is a rule of thumb. If you if you have things like inbound, if you have networking, if you have conferences and you've got outbound, I strongly recommend like I sit get people on outbound first.

Right. I have them start on the really hard stuff. Um, I don't have them start on the easier channels, because if you have them, start on the easier channels and then say, hey, I want you to do some cold outbound too. They're not going to really want to do that. So I start them on the harder stuff and then work in the easier stuff, you know?

So you start at this point, like if they're doing some prospecting, they're now getting to events. Give them the other channels, you know, the warmer stuff, give them the referrals, give them the the stuff from events to like the event generated leads that you've got, um, get them talking to to higher impact prospects.

Um, you can have them start shadowing the sales reps. Right. And or, or the outside sales reps that they're going to be setting appointments for. You know, if you've got them attached to to an offer or you're the person selling, um, you can have them shadowing you. And that's what they do is, is have them kind of like sit in on all of this stuff, observe first.

So they're in the SDR role. Um, they're now starting to, to go to conferences. They're they're setting appointments. Um, for, for, you know, for 1 or 2, you know, sales reps. And now, you know, now that you've got them shadowing like what's going on. They're learning your process. Then maybe have them start running some qualifying calls.

You know, like if you've got a ten 15 minute call before the discovery call, um, have them sit in on the discovery calls, uh, have them review proposals, you know, like, you can you can record your proposal calls for your presentations. Um, have them reviewing those, like, they're just getting this immersion like this gradual immersion into the whole sales process through the outside sales rep that they're setting for while they're still doing the job.

And and then you start giving them more responsibility. Like piece by piece, it's consultative sales process. So you've got qualifying, you've got discovery. Maybe you've got an assessment, then you've got proposals. So you've got ways to graduate them through the process and get them a little bit more exposure to each each step as they go.

What their having them typically do is run one part while they shadow the next part, and then run that part where they shadow the next part, and then run that part as they shadow the next bar so it could be, you know, doing your prospecting, then, you know, shadowing or listening to your qualifying and then running, qualifying and listening to discovery run in and, you know, listen to Shadow Discovery and you know, and listen to proposals, something like that.

Um, you know, and what, what you're effectively doing is you're just looking at it, you're saying, all right, what's the what's the lowest risk thing I can have them do next? Okay. Like if I, if I'm, if I'm starting here and I'm trying to get them here, then what's the next lowest risk thing that I can just incrementally keep adding to their, to their process.

And at any point in this process, if it throws up any red flags, cool. Like all right. Is it coachable. You know like so they they go okay. Like when they ran that discovery call like here's the here's the playbook that we have. Um you know so is it coachable. Is it something that you can train on. Um, or is that person maybe giving you the signal that they're not going to be that person?

Okay. So like slowly integrate them like further and further into the sales process. And it works step by step. Eventually they're taking proposal calls and and they're helping, um, actually get the next step ramped up. Like, we've we've seen two people go from SDR to full blown salespeople. And then as their salespeople, they're helping the stars.

It's a really cool system. Works works really well. Now from your standpoint, like as as an MSP owner, you're building a sales team with with homegrown talent, which is the least risky and the best way to do things. I can tell you from, from experience, because it's difficult hiring salespeople. Like many of you, I'm sure if you've tried hiring a salespeople, it's tough to find good talent.

It's tough to screen them. It's tough to to know what their work ethic really is. Um, you know, if you don't have the advantage of having them, like see them in your market and actually see them in action, and it's possible and there are some ways to mitigate that risk. But it's still hard to to find the right person.

Even when you do hire somebody. You saw the sales cycle to deal with. Right. They've got a train they've got to onboard. They've got to learn the process. Then if they even if they get a deal on day one, you know, like there's the sales cycle of of what they're doing, what, two months, three months, four months.

So possible but hard. And if you can say, hey, we hire from within like we already we already know what this person's made of. They've already proven themselves. They've already shown me what their real work ethic is. They already know the business. They they know the sales process. They've they've seen proposals.

They've seen discoveries. They know how we run this. And, you know, they've had a chance to ask a ton of questions. It's just less risky. Right. So so that's why it works from your standpoint, from the SDR standpoint, the job itself, like most SDR roles, it feels like an entry level job. It is it's a monotonous job.

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I can see where I can where I can go with this business. Like that person used to be here. And it makes it easier to recruit better people. So it actually creates this environment where you like, you can you can now get better stars, which is what we're seeing from them, because the SDR can see where they're going to be a sales person.

So as they're as they're going through, they can see like the benefits of continuing to do that job. Right. So that SDR starts and they're kind of like reinforced with more stuff. And you get to, you know, you can break up their day from from the monotony with, you know, networking events and trade shows and, you know, shadowing other calls and listening to other calls.

And, you know, in the meantime, you're getting more return on the actual prospecting work that you're doing. And think about it like I, you know, if I go to trade shows, if I go to conferences, I'm busy, you know, like I get back and there's all sorts, there's all sorts of shit waiting for me. Like, as a as a salesperson.

Like, I'm not able to maximize all of that. Now, if I had somebody whose job it was to just like to follow up on everything, then I'm going to get better results, too. As the as the salesperson. So, you know, it's a it's a it's a win for the MSP. It's a win for the SDR. It's it's a really good system that we're seeing work and work long term and short term because like I said, better returns today and better retention and then better returns later.

So, um, you know, like I said, they've done this with with two full time salespeople and it's who I, who I coach on the sales side that I coached on the SDR side. And I tell you, it's it's very cool. Um, you know, candidly speaking. So that was the second. Now, the third case study, I'm going to call mowing the grass 2.0 right now What I like about this one is it requires the least modification to basically anything that you're you're doing today if you have like traditional marketing.

So if you're getting okay returns like decent returns, uh, and you're, you're running some campaigns and you're making a few calls afterwards, something like that, and you find yourself positive ROI, but you're not killing it. You're not getting the results that you really, really want. You can you can do this, this mowing the grass 2.0 without fundamentally changing, you know, anything significant in your business.

It's like it's the same core approach to what you're probably doing. Uh, we're just adding to it. Now, let me break this down. Traditional campaign. Um, as I, a lot of MSPs that I talked to, the way that I see them being run is it's it's kind of like a seven day campaign, right? Like you and you hit kind of two channels.

Um, you know, it's like it's like four touch points and it looks feels something like, hey, we send the mailer on Thursday. Right. And then we make a call on Monday, and then we make a call on Wednesday, and then we make a call on Friday. And if we don't have returns, we kind of like put it back in the hopper and it gets a call back in six months.

Right. Like that is that is what I see very frequently in the MSP space. And what you basically have is you have two channels. You have you have direct mail in that case, or you can do it with email or, you know, whatever outreach you're doing, but you've got as an example, like direct mail and then you've got your calls and then you've got one week, you got Monday, Wednesday, Friday for your calls.

And I feel like I've got to say this, like if, if you're doing that, by the way, you're already ahead of most MSPs. Um, like if you're if you are getting an outreach piece out on a Thursday and you are making 3 or 4 calls as a follow up, like that's a foundation, that's a really good foundation that is mowing the grass.

Right. And that will get you into that tier two category that I'm talking about where you got like three, 4 or 5 appointments a month, positive ROI, like so long as you're not making the mistakes that we talked about in tier one, I get good foundation, like I'm not beating that up, but we can make it a lot better.

The challenge is with like the traditional campaign, if if that's what you're running or something like that are really twofold. One is on a campaign like that, it's a really narrow time frame, right? Like you're you're calling Monday, Wednesday, Friday in that window. Like it like a lot happens and you could be out on vacation.

It could be, you know, seasonal stuff like there's there's a whole number of reasons why in three phone calls, you, you don't reach somebody, but a few more may have. Right. It's just so it's a narrow window. Um, the second challenge is it's limited to two channels. Like. And one thing I can tell you is they haven't worked in 12, 13 industries in my career.

More touches, two prospects over a longer period of time on more channels is going to get you more conversions, like all, without exception. I don't know of an exception. Like if I add more channels to a campaign and I extend that campaign and I make more touches on that campaign during that period of time, there's there's going to be a higher conversion rate.

Okay. So I'm stretching it out. I'm adding different ways to reach them. I'm adding more opportunities to reach them. So it's just it's higher conversion rate. What they do in this in this game. Mowing the grass 2.0 is take the the standard campaign that you're running and just put it on steroids. And again for transparency we we actually help clients do this in our in our program.

Like this is part of something that we we help people do is like take the thing that's there and put that on steroids. And what we do is like, take that one week campaign, stretch it out to 30 days, right. Take take the the two channels, make it five channels, take the touchpoints from, you know, 3 or 4 to 12 or 15 over the course of the month, like it's it's still structured, it's still systematic.

We just amplify it. Right. Like we we extend it. We we add to it. And what this looks like over the course of of 30 days, it it can vary. But let's say you still do your direct mail um, or some type of like initial outreach piece, uh, you add in your phone calls, more phone calls. Um, you're probably making more calls over that period of time.

I mean, you add in email and, and, you know, execute the email within that strategy. Add in LinkedIn. Um, you know, with LinkedIn, you can you can, you know, engage if they if they're creating content or their company is creating content, you can talk to them in DMs. You can you can use voice notes which which are converting really well right now.

Probably because they, they, they're human and people haven't found a way to the best of my knowledge to, to automate those with AI. So they actually work really well. Um, you can add in different ways of communicating and then like a text message at the end. But it's all connected, right? Like it's not just random messages.

You're not just saying, hey, try more times like it's it's all connected and it's it's all tied to the original campaign, you know? So the original outreach goes out, direct mail, we'll say in the script the STR is using is obviously going to reference the direct mail. Right. And then they send an email and the email is going to reference the phone call.

Then they're going to send a LinkedIn connection. And the connection request references the phone call. And you know then the voice note references that. And it's all it's all tied together like it's it's cohesive, it's congruent. And um, and then like there's a last message is the text message. And by the way, I'm my own my own belief on this is, you know, in B2B, I'm not a big fan of of hammering people's cell phones like on on text message.

Like I recommend one text message in a campaign almost as a last touchpoint across the channels, so I would recommend. Light with the text messages, but it is a good channel to use. It gets a very, very high open rates, but when it's abused it also gets very very high abuse rates. So you know take take that into consideration.

You should doing this if you do this on your own. But each touch point builds on the next one. Right. Run that campaign for 30 days and you can you can set it up in your CRM. It's not it's not terribly difficult. Like whether you're using HubSpot or keep. We use we use clothes for for a lot of what we do and any of them.

Right. Like it's the purpose of the CRM is to program these things in. And it's really as simple as you create a workflow, you create a sequence and you create some some automated tasks. Says, okay, it's time to do this. And, you know, and then once you complete that, it's time to do next, you know, so you just load it up as a workflow.

Um, it's got all your touchpoints, like built into it. Send an email, your or your direct mail, then, you know, adds a task to send your LinkedIn connection request. You know, then your phone call, like whatever it is, you map it out, you load it in. And once they make that call, like I said, you complete it creates the task for the next thing, right?

And everything's tracked. Okay. So everything's measured depending on on what you're using. You can actually track all the touch points like in we like I said, we use clothes. You can actually track all the outbound activity. Right. Shows up in your reporting and in the tasks that they create, the task they complete.

So at the end of the month, you know, you you can look at the stars, outbound activity, all of it, not just calls and say, okay, like we had this many, this many records and we sent this many connection requests, this many emails made this many phone calls. And you can see what's what's actually driving your revenue, similar to what I said about AI earlier.

Like it is templated like each each one of these things. Like they have a template built into them, you know. So like we when we recreate the workflows of the sequences, like the LinkedIn message will pop up and it's got a template for, for someone to use. But they they give the SDR some flexibility to personalize that, like based on based on what they're seeing.

What I mean is like they have the framework to start with, but the SDR has the flexibility to make adjustments to that and personalize. In fact, it's what they recommend. And it's what we we do with the stars. And you know, so if they're going to LinkedIn, for example, and they see something on the profile that they can connect with or a mutual connection or, you know, a connection with maybe another client, something like that, they can they can personalize that a little bit as long as it's relevant.

Like you don't need bullshit personalization. But same thing with the script, right? Like they've we've got a script ax as a as a framework. But the script like you don't want people reading that verbatim, you know, it's like a discovery call. You know, if you when you go into your, your discovery calls, I can write you a script or playbook for the discovery call.

Right. Like the likelihood that you're going to be able to stick to that all the way through the discovery calls basically zero, right? It's a dynamic call. It's a it's a conversation. And campaigns are really similar. If you're if you're going to be emailing, if you're going to be calling, if you're going to be on LinkedIn, I can give you the script, I can give you the template.

But over that many touchpoints, there are going to be things that you need to make adjustments. In fact, I want you to do that, and that's what's going to help you stand out from a lot of the spam and a lot of the AI shit that's filling people's inboxes right now. But this goes back like full circle, right? All the way, all the way back to the beginning.

You've got to hire people that you can trust to communicate. You know, if you if you hire an SDR that you don't trust to to make any modifications to email, like if, then you can't run something like this, like, then you've got to run some volume based campaign where you say, read the script verbatim, like they have to have some some degree of variation to be human and to make campaigns like this work.

Um, you know, they've got to be able to talk, right? They've got to be able to think on their feet. They've got to be able to call an audible. And, you know, we've got plenty of playbooks for this stuff. Like even with the dynamic stuff like it doesn't it doesn't have to be Verbatim. Right. But, you know, like, we've actually built playbooks and done a role play with sell by chat.

Like when you're when you're talking to people in DMs, all that stuff can be done. But again, not scripted. Now this works because at the end of the day, I think it just comes down to to the simple part of this, which is more touchpoints over a longer period of time on more channels. Right. And, and if you can take the fundamentals that you're already seeing, that you're already executing.

Like if you're in that second category and you're getting okay results, then you can redo that campaign. Put that on steroids. You can 234X the results that you're already getting by modifying what you're doing. Like you don't have to overhaul stuff. All right. And you'll see better results. So this that's that's the third case study.

ly, sometimes more, you know,: 2530

Uh, through disposition based like nurture campaigns and strategic callbacks. And 70% of that, according to them, is the is the process. Uh, you've got the Aussie light, which is, you know, a couple successful SDR to salesperson transitions that we've seen that we've we've been part of um, more in the pipeline right now, you know.

So basically building your sales team from within, you know, instead of gambling on, on your outside sales hires later and the mowing the grass 2.0, um, you know, two times the return by simply amplifying like what your what you're already doing a standard campaign across more channels, across over a longer period of time.

Um, and stretching that out, I put together a, a full playbook that goes along with all three of these, these case studies. Right. So like for the crock pot, I've actually I've got a framework for the emails. Like examples of the actual emails that are that are being used for, for one of the dispositions for the Aussie light.

Um, I've got there's a checklist in there with a, with a timeline of how they're implementing like the, the phases, like how they're, how they're working. Right. So they just kind of semi documented what, what they're doing and what their individual steps were. Um, and for the, for the 2.0 campaign, um, we actually took one of the standard campaigns that I see frequently, like from people that come into our program, and we just rewrote it.

Right. And we put that in there, like with, with templates and messaging that you could use or and you can obviously like change it. I recommend it. Don't do you know templates are okay to start with but I recommend changing it and all that's in our MSP sales toolbox which is free. The link is is in the description below.

You can grab that playbook templates checklist frameworks, and there's other resources in that toolbox. We actually put new stuff in there frequently. So you have lifetime access to it. Again, completely free and real quick if you if you want help with the SDR stuff in general, we do have the the STR accelerator.

It's basically fractional sales management. Um, for for MSPs specifically where we do a lot of the sales management for you. Right. We've got dedicated sales managers who have dedicated sales teams. They're running sales meetings every week. They're listening to calls or coaching calls. They're they're training.

We help with, you know, with recruiting, we've got custom dashboards that you have access to. You can see not just your SDR, but you know, the the team that your SDR is on, the other teams that we have, you know, we offer some support with with dealers. And like I said, recruiting, we have a similar program for outside sales reps as well.

Uh, the link is in the description if you want to check that out, you know, happy to to hop on a call at some point if you if you have questions or if you just want to grab the playbook that's at MSP Sales toolbox. comm. There's a link below. And then last thing you know. Drop a comment below if this has been helpful.

If you've made it this far. I hope that it's been helpful in some way. Um, you know, it's tell me. Like which which of these are you going to try first, or are you going to combine them? Is there another strategy that you're seeing work? Um, I'd love to. I'd love to hear about that. And if it was, if it was valuable, would appreciate it if you if you hit subscribe.

You know, we put out a lot of content like this for for MSPs, uh, who are serious about building a real sales engine. Um, that's been my, my basically my career. Uh, and with with MSP sales partners. Um, everyone in our company has sales management experience, which is what differentiates us. Um, so hit subscribe, feel free to follow along in the content, and hopefully there's enough here for you to give us a like in a comment.

I'll see you in the next one. Adios.