Overview
This playbook provides a step-by-step framework for building a predictable outbound prospecting engine. Whether you’re starting from zero or optimizing an existing process, follow these steps to create consistent pipeline.
Step 1: Define Your ICP
Before any outreach, you need crystal clarity on who you’re targeting.
Actions
- Analyze your best 10 customers
- Identify common firmographic traits (size, industry, tech stack)
- Identify common persona traits (title, responsibilities, pain points)
- Document in a single-page ICP document
Deliverables
- ICP Document with firmographic and persona criteria
- List of 3-5 target titles
- 5+ pain points your solution addresses
Step 2: Build Your Target Account List
Actions
- Use your ICP to filter prospects in LinkedIn Sales Navigator
- Export to a spreadsheet or import into your sales engagement tool
- Enrich with contact data (email, phone, LinkedIn URL)
- Prioritize into Tier 1, Tier 2, Tier 3
Tier Definitions
| Tier | Criteria | Volume |
|---|---|---|
| Tier 1 | Perfect ICP fit, high intent signals | 50-100 |
| Tier 2 | Good ICP fit, no intent signals | 200-300 |
| Tier 3 | Partial ICP fit | 500+ |
Deliverables
- Target account list with tiering
- Contact information for each account
- Account assignments to reps
Step 3: Develop Your Messaging
For Each Persona, Create:
- Value Hypothesis: The specific value you provide to this persona
- Pain Points: 3-5 problems they face that you solve
- Proof Points: Case studies, stats, or references relevant to them
Message Components
- Email Subject Lines (5 variations)
- Opening Lines (pattern interrupt, personalization hook)
- Body Copy (problem, solution, proof, CTA)
- Call Scripts (opener, pivot, qualification questions)
Deliverables
- Messaging document by persona
- 3 email templates ready for use
- Call script with objection handlers
Step 4: Set Up Your Sequences
Recommended Sequence Structure
Days 1-14: Initial Contact
| Day | Channel | Action |
|---|---|---|
| 1 | Intro email with value prop | |
| 2 | Connection request + note | |
| 4 | Call | First call attempt |
| 5 | Follow-up with additional value | |
| 7 | Call | Second call attempt |
| 10 | Social proof / case study | |
| 14 | Call + Voicemail | Third call with voicemail |
Days 15-30: Re-engagement
| Day | Channel | Action |
|---|---|---|
| 17 | New angle or insight | |
| 21 | Engage with content | |
| 25 | Breakup email | |
| 30 | Call | Final attempt |
Deliverables
- Sequence configured in your tool
- Templates loaded and tested
- Personalization fields mapped
Step 5: Execute Daily Prospecting Blocks
The 2-Hour Power Block
Structure your prospecting in focused blocks:
Hour 1: Calls
- Dial 30-40 numbers
- Leave voicemails per your script
- Log outcomes immediately
Hour 2: Email + LinkedIn
- Send 20-30 personalized emails
- Send 10-15 LinkedIn connection requests
- Respond to any replies
Daily Metrics to Track
- Calls made
- Conversations
- Emails sent
- Responses received
- Meetings booked
Deliverables
- Daily prospecting calendar blocked
- Metrics tracking spreadsheet or dashboard
Step 6: Handle Objections
Common Objections & Responses
“I’m not interested”
“Totally fair—most people aren’t until they understand the problem we solve. Quick question: are you currently struggling with [pain point]?”
“We already have a solution”
“That’s great. Out of curiosity, what made you choose [competitor]? I ask because companies often come to us when [specific limitation].”
“Send me some info”
“Happy to. So I send something relevant—what specifically would you want to see?”
“Call me back later”
“Sure. When specifically works? I’ll put 15 minutes on the calendar so neither of us forgets.”
Deliverables
- Objection handling document
- Role-play sessions scheduled
Step 7: Book and Qualify Meetings
Meeting Booking Best Practices
- Confirm immediately: Send calendar invite while on the call
- Set expectations: Explain what the meeting will cover
- Send pre-meeting materials: Brief deck or one-pager
- Confirm 24 hours before: Reduce no-shows
Qualification Criteria (BANT)
- Budget: Is there budget allocated or can it be created?
- Authority: Are you speaking to a decision-maker?
- Need: Is the pain real and urgent?
- Timeline: When do they need to solve this?
Deliverables
- Meeting confirmation email template
- Pre-meeting materials ready
- Qualification checklist
Step 8: Measure and Optimize
Key Metrics to Track Weekly
| Metric | Target | Formula |
|---|---|---|
| Connect Rate | 5-10% | Conversations / Dials |
| Email Reply Rate | 5-15% | Replies / Emails Sent |
| Meeting Rate | 10-20% | Meetings / Conversations |
| Show Rate | 80%+ | Meetings Held / Meetings Booked |
| Pipeline Created | Varies | $ value of qualified opportunities |
Weekly Optimization Rhythm
- Review metrics dashboard
- Identify lowest-performing step
- Hypothesize cause
- Test one change
- Measure for one week
- Keep or revert
Deliverables
- Weekly metrics dashboard
- Optimization log
- Team retrospective cadence
Success Criteria
You know this playbook is working when:
- Reps consistently hit 3+ meetings per day
- Pipeline generated exceeds quota coverage requirements
- Reply rates and meeting rates are stable or improving
- Process is documented and transferable to new hires