Creating a sales cadence as a new rep in an established terriroty

Hello Everyone,
I'm 5 months into my second career. I'm a retired detective now solving public safety training solutions in my 7 state territory. I'm trying to create a daily prospecting cadence with the help of A.I.
My company has not purchased any "lists" of public safety departments but I also know there are no "hidden" cities with 40+ sworn.
Can or should I be using A.I. to create the list of PD's, subtract the current customers and get my list of daily calls to make? I love cold calling, but much of the day is determining who to be calling. Is outbound lead generating easier than, "make 30+ calls a day…"
Thanks in advance!

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Joe Huber

@William Boyd Using AI is a great place to start with this. You might need to take a few mornings to truly organize the list, but getting a full list of the PDs in your territory, removing customers, and then uploading them into your CRM as you make the calls is a great way to kick things off.

Beyond making the calls, you might want to think about ways you can unlock relationships with these PDs. You have experience as a Detective, so it might even be something as intricate as volunteering to talk to some of these departments about things you've done. Once you have a relationship, it will make it easier to talk with some of the necessary folks about your offerings.

I would also recommend taking this Certification on Prospecting from Ascender (you have access as a Pro user).

William Boyd

@Joe Huber Thanks for the Prospecting info. I've got to set aside time to finish it!

It just seems If you can think it, technology can accomplish it. To start everyday with your list of prospects to engage based on local news events, state mandates, etc., would create such an efficient process.
Ill keep on it!

Ralston McCracken

@William Boyd

This is an age-old question for anyone in a fresh territory. I would suggest focusing on trying to find a way to build a relationship with some of these departments too, using Discovery questions to help you do so. Cold calling will help fill the pipeline, but your point about connecting stories to your calls is a great course of action. Joe filled me in a little on why/how you're connecting with these departments and your second point about using news stories to combine with your pitch is really good. Good luck on the way, William!

Joe Huber

Thanks for sharing @Ralston McCracken! @William Boyd let us know if this is helpful, too!

David Chimenti

AI is useful here, but keep in mind that your targets are mostly people whose job is to interact with other people.

The Ascender prospecting course is a great start, and AI can help, but having a human touch will likely go further in actually facilitating rigor with a crowd that have people-focused roles.

One thing AI has not historically done well is create cadences that begin with the end in mind. I’d check out some expert cadences and see how they progress prospects through the AIDA process in each email. A big part is avoiding things that will get you unsubscribed. Try to watch how they introduce new challenges and tie it all together in each step of the cadence.

There are likely some public-facing repositories that you would have access to for your lead lists, too. PBAs may be a good start, especially because you have a great way to get past anyone potentially gatekeeping the member list. Growing awareness amongst the community supporting your targets should help crowdsource momentum for your cause, too.

2 big things about marketing:

1) you have to be where your targets hang out and

2) perception is reality, so if people think you are everywhere and everyone is talking about your product, it becomes their reality.

Be mindful of where you insert high impact vs low impact touchpoints in your cadences (high impact could mean call to their cell phone or in person visit, while low impact could mean viewing their LinkedIn, so they see your profile as someone that viewed theirs). Different situations and personas call for different approaches and messaging. Discuss high-level initiatives (lowering X result within the community for the year, as an example) with high-level personas, and reserve features and functionality for Directors and lower (anyone actually interacting or accountable to user outcomes).

I hope this is helpful.