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      List Management Process

      This process is created to ensure our List Building and Prospecting is consistent and follows a cohesive strategy.

      Last updated: May 14, 2024

      We also have a Researching Prospects Playbook that delves into "Researching Prospects" on your List in further detail.

      Step 0: Know the Goal 

      Our goal behind List Management is to build the Ideal Book of Business!  In order to do so, it is critical to know how the following three characteristics play such an important role during prospecting.

      • Ideal Client Profile Fit (Youth/Travel - in target sport) 
      • Required Uniform Package Estimated Size
      • # of Years Getting new uniform design

      Knowing these three characteristics will not only categorize the prospect into a Client Tier, but it will aid the Sales Rep in building his/her Recurring Revenue.  Increasing package sizes and securing multiple design years ensures consistent revenue from the Client.

      • For Example: A youth program of 200 players, with a required purchase of $100, who signs a 3 year contract and commits to three new uniform design, will confirm a Total Contract Value (TCV) of $60,000, and Annual Contract Value (ACV) of $20,000. 

      Screenshot 2024-05-13 at 9.55.55 PM

      Step 1: Defining the ICP & Know How to Research Your Targets

      Signature Athletics | Ideal Client Profile (ICP)

      • The linked document is to clearly define the type of client who would most benefit from our solution and contribute to the success of our business.

      Client Tiers | Signature Partner Program 

      • National Accounts | +$100k Annual Contract Values (ACV) (Estimated +1,000 Players)
        • Lacrosse, Field Hockey, Soccer: National youth/travel programs
      • Tier 1 | +$20k ACV (Est 200+ Players)
        • Lacrosse, Field Hockey, Soccer: Larger youth/travel programs
      • Tier 2 | +$10k ACV (Est 100+ Players)
        • Lacrosse, Field Hockey, Soccer: Smaller youth/travel programs
      • Tier 3 | +$4k ACV (Est 50+ Players)
        • Lacrosse, Field Hockey, Soccer: High School/College programs

      Client Tiers | Bulk Order Program

      • Tier 4 | <$4k ACV (Est <50 Players)
        • Lacrosse, Field Hockey, Soccer: Send them to a New Sales Pro!

      Prior to getting on a call with a Program Director (PD) , you will need to do your research on both the PD and the Program. It is usually easy to get information about the program, PD, and any coaches from a variety of sources:

      • Review the program’s website. 
        • Under “About Us”, “Contacts”, “Coaches” or “Board Members” links you can often find tidbits of info about the decision makers for the program, their values, and what their goals for the program may be
        • If you see in the “About Us” section a lot of talk about how amazing the PD is, you know the person running the show is a “hancho” (def: someone who thinks very highly of themselves and wants others to feel the same way about them)
        • If you see in the “About Us” section a lot of talk about the values of the program, the kids, the families, you know it is more of a nice guy/girl personality type running the program… 
      • Web search- I typically search by listing the PD’s “name” followed by “lacrosse”. This often allows you to discover if and where the PD may have played, what other programs the PD may have been associated with
      • Social Media search- run a search for the PD on LinkedIn, Facebook, or Instagram. This allows you to see if you have any mutual friends or acquaintances, which makes for an easy ice breaker in any conversation. Lacrosse people are a tight knit community, and you will be surprised at how warm PD’s will be if you know some of the same people
      • HubSpot- you should search our HubSpot database for both the PD as well as the Program itself, to see if the PD or Program is a current or past client of Signature. We have dealt with thousands of coaches and PD’s over the years, so there is a strong chance they have already dealt with us in the past. If so, read through the “call”, “notes”, and “email” history, which will set you up for success
      • Shopify- check Shopify order history to see if the PD has ordered from us in the past
      • Once you are done with your research, add a “note” in hubspot, under the PD’s “Contact” and the associated “Company” titled “Key Notes” with bullets of what important info you learned so you have a reference to look back on. This “note” should be “pinned” to the top of the “Contact” and “Company” in hubspot and reviewed before every call as well as updated after every call. 

      Ex of what that looks like; 

       

      You will want to have this background information in order to have conversational topics prepared, know of any existing ordering history with us, and know a bit about the PD’s personality. Often you can know the PD’s political leanings, what sports/teams they play or support, whom you know in common, things they are proud of, even down to whether or not they support covid vaccinations. All this info can be used to quickly bond with the PD and establish a rapport. People enjoy speaking with those who have similar interests and experiences, and you will be able to use this information to quickly strike up a conversation on a topic of interest to them in the below Warmup.

      Step 2: Create Four Company Based Lists

      Signature Sales Playbook: ICP, Competitive Analysis, List Building & Client Tiers

      By navigating these lists, we are organizing our prospects and initializing specific tasks / outreaches (more on that to come).  The best case scenario is to see prospects that start in New Prospects List 1, then move into Connected List 2, and winning the SPP business in Accounts Under Contract in List 4!  The base case would be for prospects to move from List 1 to List 2, then Clients Not Under Contract List 3 which we.  Occasionally, there will be situations where prospects move from List 1 to List 2 and settle into List 3, where we have sales however no signed agreement yet; the goal of course is continue to work the prospect to move into List 4.  Working all of these lists equally is essential when building the Ideal Client Book of Business.

      • List 1: “New Prospects List | Rep Name” 
        • New prospects, looking to make a connection
        • Tier 1 / Tier 2
        • 100-150 "Companies," which may equate to 200-300 "Contacts" depending on how available and clear the Decision Makers contact information is on the programs website in your initial researching step.
      • List 2: “Connected Prospects List | Rep Name” 
        • Prospects we have connected with and are working an upcoming deal or agreement
        • 30-50 Companies
      • List 3: “Current Clients Not Under Contract List | Rep Name” 
        • Clients who have purchased from us, but do not have a signed agreement
      • List 4: “Account Under Contract List | Rep Name”
        • SPP Clients!

      To Create a New Prospects List:

      1. Navigate to HubSpot
      2. On lefthand side, choose CRM --> Lists
        1. Screenshot 2024-05-13 at 10.36.47 AM
      3. Select Create List on top right corner
      4. Create an Active, Company Based List,  --> Hit Next
        1. Screenshot 2024-05-13 at 10.38.23 AM
      5. Add the following filters.  Be sure to have correct the Company Owner.  Save when complete.

      To Create a Connected Accounts List

      1. Follow above steps 1 through 4, changing title 
      2. Use the following filters, and save

        1.           OR --> Copy Above and replace with Last Activity Date <35 Days Ago

      To Create a Current Clients Not Under Contract List | Rep Name

      1. Follow above steps 1 through 4, changing title 
      2. Use the following filters, and save

      To Create an Account Under Contract List | Rep Name

      1. Follow above steps 1 through 4, changing title 
      2. Use the following filters, and save

      Step 3: Building Your New Prospect List - 150 Companies

      New Prospect List consists of 150 ICP's you will target over a 7 week period.

      🚨* Important Note: Account Rotation Protocol*🚨

      Accounts are eligible to be rotated amongst reps if there is No Company/Contact Account Activity in the last 30 Days. 

      • New rep must contact and gain permission from current rep on company account or contact (slack link)
      • If you determine that we can not win the business until a specific date or can not win it all, for a clear reason, please update your “Key Note”, add a future task, move them into monthly nurture flow, and then notify Dir of Sales to add more accounts to Prospect List. 

      Initial List Build

      1. Search for / Create Companies as prospects from your hiring Network Assessment 
        1. Search for / Associate appropriate contact to the company added
        2. Add Estimated Number of Athletes
        3. Add Target Required Package Price
      2. Prospect remaining companies using ICP and Tier 1/Tier 2 Breakdown
        1. Identify Prospects in Geographic Region
          1. Utilize this Sales SOP: Researching New Prospects, Sales Scripts, & Touch Point Process when researching new prospects
          2. Search for found companies in HubSpot
            1. If company exists HubSpot, is last contact date great than 30 Days ago?
              1. If yes, change of ownership is permitted
              2. If no, company ownership remains as is
        2. Present companies to Sales Lead for approval
        3. When approved,
          1. Add new Companies / Update Owner of any previously owned companies 
          2. Update Sales Fields with Estimated number of Registrants, and mark SPP Client Status as Prospective

      Step 3B: New Prospect List Management

      To keep New Prospect List current, please follow this process:

      1. Update successfully connected prospects to Lists 2, 3 or 4, depending on outcome
      2. Review New Prospect List in Weekly 1:1 with any updates or proposed changes
        1. This includes any reason for addition or subtraction from list
      3. Ensure all New Prospects have Tasks created:
        1. Biz Dev Calls should be every 6 weekdays for 7 weeks or until Connected
        2. Use Snippet #1stConnection during your call as an helpful tool

      Step 4: Connected List Management

      The goal of the Connected List is to build relationships with Prospective SPPs, getting them to a bulk order sale or SPP Client. 

      To effectively monitor your Connected List, please follow this process:

      1. Identify any Company who you've connected with the correct decision maker, and have engaged in meaningful conversation
        1. Mark Company Lead Status as Connected
      2. Create task for "Touch Point Process" to build the relationship and engage in consistent follow up, with the goal outcome of:
        1. Booking a Discovery Call
          1. Use Snippet #discovery for helpful questions and guidelines to the call
        2. Closing a bulk order
        3. Signing an SPP Agreement

      Step 5: Clients Not Under Contract List Management

      This list is created to monitor all clients who have sales within Signature, however are not SPP Clients, yet!

      To effectively turn these accounts into SPP Clients, follow this process:

      1. Ensure SPP Client Status is Prospective
      2. Create Tasks for "Monthly Check In," to continue nurture and build relationship 
        1. Use Snippet #MonthlyCheckIn to follow notes
        2. Goal outcome for Check-Ins is to Book a Discovery Call

      Step 6: Clients Under Contract

      This list is created to monitor all clients under contract, who are Existing or At-Risk SPP accounts.

      To effectively maintain these clients, follow this process:

      1. Ensure SPP Client Status is Existing or At-Risk
      2. Create Task titled "Monthly Check In" 
        1. Use Snippet #MonthlyCheckIn to follow notes
      3. Goal outcome for these Monthly Check-In's is to maintain our relationship