“Basically, the 3X3 model walks up and down a chain of command to make sure your value prop resonates with goals, problems and needs with each one of the people you’re prospecting to,” says Parisi.

“You have to make sure you have a way to talk to each of them that affects their job. Make it resonate for them. Internally, we call it GPNs – goals, problems and needs. Each level in an organization has different GPNs. So, what we’re doing is matching a GPN to the prospect we’re talking to. For example, if you’re talking to sales, then you should be talking about revenue and hitting your number.”

This focus on tailored communication dovetails nicely with GuideSpark’s emphasis on telephone prospecting. According to Parisi, GuideSpark’s SDRs send emails, do some social touches, but rely heavily on picking up the phone and calling prospects. About 70% of their meetings come from phone calls; 30% from email reach outs.

“The phone is really popular for us,” adds Parisi. “There is no substitute for a live conversation.”

To help their SDRs nail their calls, GuideSpark produces a “cheat sheet,” called Conversation Aides. It covers the different value propositions GuideSpark offers and, most importantly, matches existing customer stories to relevant challenges for prospects.

In addition to giving SDRs another resource to tailor their communication, the Conversation Aides also help standardize messaging across a sizable business development department. On the new business team, GuideSpark employs 15 SDRs, with another 4 SDRs on the account management side.

Each SDR is responsible for completing 12 conversations per day, book 30 new, completed meetings per month, and book 10 follow-up meetings. Meetings that are scheduled, but don’t actually take place aren’t counted towards their quota. If each of these goals is hit, however, they should result in 7 opportunities in the pipeline for the company.

With that many SDRs, and with such robust quotas, you have to do everything you can to ensure the right information is being relayed. And of course, if the right message is being shared, then the substantive, information-rich calls Parisi wants will happen.

“This is all about making sure the meeting is a good one. You have to understand if the person you’re talking to is a good fit. If it isn’t, that’s okay. But, don’t just book meetings to book meetings because then AEs are just doing meetings that result in no pipeline. Those sessions add up,” says Parisi.

For more on Parisi’s sales methods, check out his edition of The Predictable Revenue Podcast.