One of the most frequently asked questions in sales development: How can I become a closer? Tuso dives into the tactical, specific, actionable things you can do as an SDR to set the strongest possible foundation to becoming a top producing AE. He holds nothing back and spills all the beans on what it actually takes to make the trek to the coveted closing role. A practitioner himself, he has been an SDR, AE, SDR manager, and now leads SDRs and AEs alike. Having trained over 300 sales reps, Tuso gives a tell-all take on what it really takes to get the job done, change income brackets, and perform at the highest levels in sales.

1. From SDR to AE:
Becoming a Powerhouse
Sales Professional
Michael Tuso
Director of Revenue Performance
Chili Piper

2. Who am I?
● SDR, AE, Manager, Director
● Trained 300+ salespeople, coach household name brand
companies, CEOs
● Grew CP rev 150%+ <1 year, 6x team headcount, 90% of SDRS
at quota
● Specialized in onboarding and “upboarding” as a manager
over the years
● Known most for bringing a modern approach to selling
● Featured in national publications, podcasts, webinars

3. Reality of Sales Development Today
● 35% of AEs hitting quota; estimated 57% of SDRs
● Prospects have more info than ever
● Sales hasn’t adapted, using same gut check strategies
of the past
● Too self focused
● Spray and pray
● Centralization of messaging and targeting
● Lack of specific coaching from management, b/c they
don’t know how to move forward

4. It gets even worse for AEs...
AE Failure Rate by # of Months
Tenure as an SDR

5. Audience question
Why is this happening?

6. What it’s not
It’s not:
A lack of tech
A lack of knowledge on how to do a cold call or write an email
A lack of resources
A lack of will

7. So why are we sending messages like this?
Dear Bob,
I work for ABC Consulting. We specialize in helping you with getting more leads. We work with
companies like Tenbound, Chili Piper, and Airbnb.
Can we setup a 15 minute call to show you how it works?
Yours truly,
SDR

8. Calendars Like This

9. “Coaching” like this
“Add value”
“Do better”
“Hit your number”
“These are your numbers”

10. If you write an email like this please stop dead
in your tracks.
“I wanted to follow up”
“I want”
“Follow up”
“Touch base”
“Just…”

11. Path Forward
● end of centralized targeting and messaging
● implementation of thoughtful calendaring and call scoring
● specific, actionable feedback
● more scientific, less “gut check”
● everyone needs a coach
● microtheories, balanced personalization, and compelling
reasons for outreach
● much more thorough understanding of the selling role PRIOR
to becoming AE
What works today won’t work tomorrow.

12. How Chili Piper uses actionable tips to coach
SDRs into powerhouse sales reps

13. Mindset
You don’t accept status quo
You’re an “as me” person not a “to me”
You don’t owe anyone anything
You’re an adult (talk like one)
You’re an expert
You’re a driver
You’re in charge
You + your work really matters

14. Prospecting Process Scores
2 main components
1. Microtheory - what is the reason you’re reaching out to someone
a. In your ICP or CRM is no longer good enough
2. Content of message matches the theory
a. “Growing marketing team” is not good enough anymore
AKA - end to mass target, end to mass blasting, end to mass “CRMing”
Beginning of “what is my reason for reaching out to the person and how
do I align the message to that reason?”
Specificity is king.

15. In action
Part 1 -
Microtheory 1

17. In action
Part 2 -
Microtheory 2

22. In action
Part 3 -
Microtheory 3

24. In action - More Microtheories
Closed Lost Campaign
No Show List
Recent Funding
Targeted Lists (Best of, Top 100, Top 1000, etc)
Past customer has new job
Competitors of current customer base
(Micro) Industry specific

25. Call Scores
Who is doing this now?
Forces rep and manager awareness
Keep it simple
Do it as a routine
Top performers should be scoring the highest (if not re-evaluate system)

26. In action
Scoring System
Emotional Discovery
T - Table
Next steps to the finish line
-Weighted toward discovery
-Log in SFDC

27. Calendar Adherence

28. How to become an AE
hit quota repeatedly
own your mindset
be overprepared

29. Be over prepared - AKA Do the next job before
you HAVE TO
● Hit quota repeatedly over a specific period of time (6+ months)
● Passed email reply certification
● Passed VM certification
● Passed cold calling certification
● Passed personalization certification
● Passed objection certification
● Know sales process start to finish
● Assisted with new SDR onboarding 2x
● Listened to 10 AE calls, scored and submitted to SDR + AE manager
● 10 Mock demos with top 5% of AEs, SDR manager, AE manager, or Director
of Sales *Not <95% of AEs, SDRs, friends
● Went through AE product training
● Completed final demo test with SDR manager
● Set 5 opps for self in month to be promoted
● Final interview with VP of Sales + AE Manager

30. Tips once you actually start closing
My golden rule: don’t abandon prospecting (an opp a day is our rule of
thumb)
Opps * close rate * ASP = revenue
20 * .2 * 10,000 = $40,000
Self - sourcing = more at bats
more at bats = better conversion
better conversion = higher revenue
The best AEs create their own luck!

31. In Action - Tips once you actually start closing
Real conversation a month ago:
Me: “Amanda, we missed our goal this month b/c we didn’t self
source enough. Can we commit to 1 opp per day? Is that
manageable for you?”
Amanda: “Yes, absolutely.”

33. Tips once you actually start closing
Most closers I’ve worked with run “product” demos not “sales” demos
One emotionally motivates - The other shows features
Drastic difference in close rates, income, overall ability to hit quota!

34. In Action - AE Call Scoring
Uncovering flaws in current state &
prompting the prospect to reveal their
problems. Drop Down Values 1-10
Checklist on how we can solve
each pain point. SELL SOLUTIONS
NOT FEATURES.
Drop Down Values 1-5
Who needs to be involved. What
is important to them. What
needs to happen. What can I
provide to get started.
Drop Down Values 1-10

35. Recap
Top SDRs:
● Score high on call scores (or are at least listening to them regularly)
● Great emails (Personalization + not taking no for an answer)
● Right targeting (microtheories)
● Consistency (calendaring, are aware of what they do all day)
● Right volume (not too much, or too little, just right)
● Right mindset
● Think long-term not just short term (curb the “I wanna be an AE!”
too fast)

36. Questions

37. How to reach me + HW
michael@chilipiper.com
Active on LinkedIn - (go ahead and practice personalization now)
Best personalized message to me (email or LI) -
Amazon Gift Card + Social Media Promo + I will take a demo
Send to me by EOD

38. Bonus For Everyone

39. Books to read
Fanatical prospecting - prospecting
The Way of the Wolf - general sales
Peak performance - optimal performance
Cold Calling Secret - cold calling
Never Split the Difference - closing
Presuasion - psychology of selling
Atomic Habits - consistency and habit formation
Leaders Eat Last - leadership
Extreme Ownership - leadership
SDR Playbook - SDR specific