Training Details
B2B SaaS Outbound Sales Training
Outbound sales drives SaaS growth—but without structure, it wastes time. Our European training gives reps the frameworks to prospect smarter, write high-converting outreach, and cold call with confidence. From ICPs to AI-driven scaling, it turns outbound into a predictable pipeline engine.
Common Challenges
Outbound teams often work hard but see little return. Reps may send hundreds of emails yet receive only a handful of replies. Calls are awkward, rushed, or too scripted to sound genuine. Messaging feels generic, failing to connect with the buyer’s real pain points. Prospect lists are too broad, wasting time on the wrong people. AI tools are used without strategy, producing more noise than value. Without a clear, modern outbound framework, teams burn out and pipeline stagnates.
Outbound Isn’t Taking Off
“Our AEs are afraid to start outbound and don’t know how - the outbound muscle is completely gone.”
No Clear Outbound Playbook
"We don’t have the right process, messaging, or tools for outbound, and no one in the team has SaaS outbound experience."
Pipeline Is Too Thin
“Our SDRs aren’t generating enough meetings, inbound leads are fluctuating, and conversions are too low to fill the pipeline.”
Outbound Doesn’t Scale
“When we do occasionally create outbound deals, they move too slowly and we still haven’t found a predictable, scalable channel.”
What’s Included
A complete, modern outbound mastery program delivered over eight hours in three sessions. Your team will learn how to define precise ICPs, craft pain-driven messaging, write and deliver high-impact cold outreach, handle objections with confidence, and use AI to scale efforts without losing personalization. Includes call scripts, email templates, outreach sequences, and roleplay-based practice to ensure immediate application.
Foundations & Mindset
• Intro & Objectives: Difference between inbound vs. outbound, SaaS sales characteristics, and why outbound is critical.
• Sales Thinking: Frameworks, scripts, tools, and the mindset of experimentation.
Activities:
• Drawing exercise: Visualizing SaaS sales dynamics.
• Framing exercise: Understanding when to talk to inbound vs. outbound leads.
ICP & Persona Development
• Understanding problems, impacts, and causes (PIC framework).
• Building Ideal Customer Profiles (ICP) and personas.
• Persona interviews and ranking.
Activities:
• Collaborative ICP-building exercise.
• Mapping problems to business impact.
• Creating prioritized persona list based on pain and fit.
Messaging & Emailing
• Crafting compelling outbound messages.
• Style & tone frameworks (A-Method, PUNKS Method).
• Personalization tactics and diminishing returns.
• Structuring CTAs for best results.
Activities:
• Write and peer-review outbound emails.
• Apply personalization layers (content triggers, buyer signals).
• Live example breakdowns and improvement suggestions.
Outreach Cadence & Sequencing
• Multi-touch cadence design.
• Optimal mix of email, calls, LinkedIn, and video.
• Scaling relevance through campaigns and segmentation.
Activities:
• Build your own outbound sequence using a shared template.
• Analyze example cadences for timing and channel balance.
• Workshop: Creating value-first follow-up messages.
Cold Calling
• Attitude & goal-setting
• Communication techniques (TALKER framework) & tonality
• IPADS / I-PADS call structure for cold calls
Activities:
• Live cold call roleplays.
• Practice nailing the first 15 seconds and handling gatekeepers.
• Group feedback on tone and flow.
Objection Handling
• PARAI & PARK framework
• Common objections and how to respond
Activities:
• Crowdsource real-life objections.
• Script responses as a group.
• Objection handling roleplay to practice responses.
Other [optional] topics that can be included:
1. Video Prospecting
2. LinkedIn & Social Selling
3. AI prospecting & lead research
4. Product-Led Growth based prospecting
1
Analysis of current situation
Based on a 16-part pre-filled questionnaire, we hold a 1–2 hour session to discuss your current process, key challenges, target personas, and desired outcomes.
2
Training and activity customization
The insights from the analysis phase form the foundation for tailoring the training materials and creating realistic, team-specific role-play scenarios.
3
Group training
If delivered online, the training is split into three sessions of 2.5 hours each to prevent fatigue and ensure reps can absorb the content effectively. For in-person training, we run two sessions of approximately 3.5 hours each. Between sessions, participants complete short, practical homework assignments to reinforce learning and prepare for the next module.
4
Knowledge embedding sessions
Research shows that 83% of training knowledge is forgotten within 30 days. The best way to counter this is through practice and repetition. That’s why we schedule deep-dive sessions and assign role-play homework to reinforce key concepts and embed them in the sales team’s day-to-day behavior.
FAQs
Everything You Need to Know
Find answers to your most pressing questions about SaaS growth and AI compliance.
Suited for both. However, Account Managers should be comfortable embracing customer success as the north star of their efforts, as this focus will ultimately lead to more upsell opportunities.
As we explain in the training, Customer Success Managers should view upsells as a primary objective in customer interactions. A successfully upsold client is far more likely to renew their service, whereas a client without an upsell has a much higher likelihood of not renewing (around 50%). Proactively guiding customers toward an upsell is therefore the strongest predictor of renewal success.
No. Beginners can take this course and use its essence as guiding principles for effective CSM work. We cover most facets of a CSM’s role, always with a focus on maintaining a commercial and proactive approach to the customer–company relationship — ultimately benefiting the customer as well.
Past training participants have measured success using KPIs such as:
Manageable:
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More than 75% of participants agree that the training increased their confidence in upselling.
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More than 50% of accounts (over 100k) have clear desired outcomes and white space maps by the end of the year.
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Of the 3–4 accounts named/discussed per key account manager, 75% have new revenue-creating activities or agreements set within three months of the training.
Revenue-focused:
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25% increase in CSQLs within three months.
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50% increase in upsell revenue within six months.
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The minimum number of training participants is 5, which is an amount that also justifies the tailoring of content and preparation for the training for Nils. The maximum classroom size is around 12 participants. For larger groups, we'd simply split the groups.
FAQs
Everything You Need to Know
Find answers to your most pressing questions about SaaS growth and AI compliance.
Not at all. It’s valuable for anyone conducting early-stage conversations — SDRs and even founders. However, since I believe the discovery phase is the most important part of the sales process, I personally advocate designing sales processes so that AEs own the majority of the discovery phase, while SDRs focus only on a light pre-qualification.
Yes, we align our framework with your preferred methodology for seamless adoption. MEDDIC and similar frameworks are primarily about data collection, but the discovery process still relies on certain evergreen skills. That said, we will also address specific topics — for example, how to ask about the competition and how to clarify the decision-making process — as these questions can be challenging for some.
Definitely. Reviewing playbacks from such tools enhances learning and helps pinpoint areas for improvement. Nevertheless, Gong and Chorus still require manual setup to define which questions should be tracked in the first place — which is why, in this training, we first need to establish what we want to ask those systems. Moreover, I believe in using role-plays as a kind of sandbox environment, a safe testing ground for new questioning techniques that won’t cost thousands of dollars if a sales rep makes a mistake. That’s why AI role-play tools like Jam (affiliated) are also highly recommendable.
FAQs
Everything You Need to Know
Find answers to your most pressing questions about SaaS growth and AI compliance.
No, the Discovery course and the Demo course are closely linked, simply because a good demo should focus solely on the pain points uncovered during the discovery call. Moreover, in many real-world sales processes, discovery and demo calls are often merged. This training provides guidance for handling those situations — which, while not ideal from a sales theory perspective, occur frequently enough that they cannot be ignored.
This training focuses on delivering the most relevant information in a memorable way. It covers techniques such as storytelling (stories stick 22x better than facts), anchoring, repetition, prioritizing pains, engaging customers to maintain their attention, and many more.
The minimum number of training participants is 5, which is an amount that also justifies the tailoring of content and preparation for the training for Nils. The maximum classroom size is around 12 participants. For larger groups, we'd simply split the groups.
FAQs
Everything You Need to Know
Find answers to your most pressing questions about SaaS growth and AI compliance.
The minimum number of training participants is 5, which is an amount that also justifies the tailoring of content and preparation for the training for Nils. The maximum classroom size is around 12 participants. For larger groups, we'd simply split the groups.
AI SDRs flood all channels with noise, making it more difficult to stand out. Luckily, the best-practices taught in this training are evergreen and prevail in times of increasing white-noise. We will make use of AI for lead research and automation of non-essential task, but keep the outreach human.
Account executives and SDRs in B2B SaaS companies.
Outbound is most effective for companies with an annual contract value (ACV) above €7.5K. For lower ACV brackets, the focus should be on efficiency and scalability through streamlined processes and automation. For higher, enterprise-level ACVs, the emphasis shifts to deeper account research, developing buying hypotheses, and highly targeted engagement strategies.
As part of the analysis we look at current tooling, incentives, focus and also individual performances. An expert advice on the current setup and improvements thereof are also included.
What Our Clients Are Saying
Our partners trust us to drive real, measurable growth—and we deliver.
Nils has supported us in building a data-driven outbound process that fuels the growth of our business.
Mike Keyzer
Scalability & Growth Manager - Taxibutler 🇳🇱
The sales team enjoyed the training and got both new ideas and confirmation.
Michel Rasing
Michel Rasing - Channable 🇳🇱
I really loved how real world examples were brought forward in the training.
Matthias Wolf
CCO/Co-Founder - Firstbird 🇦🇹