Hey peps,
Every week, I’ll share three short, actionable insights, tools, + tactics that help me sell to Housing Associations, Construction and Property Service companies.
In today’s email:
My 7 favourite email templates
How to Build Your Ideal Client Profile
After Action Review
Enjoy!
👇🏾 Listen: Bonus content for fleshing out your ICP!
My 7 Favourite Email Templates
I’ve compiled a list of the exact email templates that I use in my day-to-day.
Some templates I’ve created. Others have been curated from top-performing sales leaders across different industries. Regardless, these templates have worked for me.
Swipe them here. Rewrite them for your audience and use your voice to make them your own.
How to Build Your Client Profiles
We didn’t have any Ideal Client Profiles (ICPs)when I started at LITTA.
I used this simple 5-step research process to identify the right prospects:
Client Research
I performed an 80/20 analysis on our client portfolio. This helped me identify our Top 20 - the 20% of clients that generate 80% of revenue.
I looked at the following characteristics:
Annual Recurring Revenue
Monthly Recurring Revenue
Average Monthly Bookings
Average Order Value
Gross Profit Margin
Lifetime Value
Average Payment Period
I chose the three most relevant characteristics as reference points - ARR, AOV and Average Monthly bookings.
Category Analysis
Next, I conducted a Category Analysis. I looked at the following characteristics of the Top 20:
Head Count
Market Sectors
Annual Revenue
Business Location
Key Decision Maker Roles
Order Frequency
Order Volume
This helped identify trends and commonalities of the Top 20
Steps 1 and 2 formed the building blocks of the Ideal Client Profile that I use today.
Client Feedback
To determine which Ideal Persona Profiles (IPP) to target, I ran a feedback survey.
The survey had 14 questions that helped me understand:
Company details (headcount, industry, etc)
Annual waste spend
Key decision makers
New Supplier Onboarding
Why do they work with LITTA
You can access the survey questions and email campaign I ran here.
Market Research
ICP and IPP established, I needed to learn more about my target audience. I used Google to find sources including:
Industry research or reports. Focus on documents published by industry associations and other professional bodies.
Customer discussions on online forums, industry communities, Q&A sites, etc.
LinkedIn and Job sites. Reviewing job descriptions, you discover your IPP’s responsibilities, skill sets, and challenges.
Competitor research. I tried answering three questions: a) Who are the incumbents in the market? b) What are their solutions?; and c) Where are the opportunities to position LITTA’s value proposition?
This information helped build out my profiles. It provided context on the challenges they face, industry trends and current solutions.
Information Audit
Now I had the building blocks to create my ICP’s and IPPs, including:
The Market/Industry/Sector to focus on;
The key decision maker roles;
Budgets and average contract values;
Purchasing process and sales cycle; and
Challenges and opportunities for adding value.
This process produced version 1 of the ICPs and IPPs I still use today.
After Action Review
The After Action Review (AAR) is a structured review process.
It helps you learn from the outcome of a project, campaign or sprint.
An AAR allows you to analyse:
What happened,
Why it happened, and
How to do it better next time.
It should answer five key questions:
What was supposed to happen?
What was the reality?
What went well?
What did not go well?
What should change next time?
The answers clarify the actions and decisions taken and how they contributed to the final result.
An AAR helps to audit how a project, campaign or sprint progressed. It allows you to identify the lessons learned and changes required to improve future actions.
Read how I’ve applied AAR’s here.
Thanks for reading!
Matt @ The Growth Lab
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