Ronen R. Pessar

Ronen Pessar Advisory

1 - I build SDR teams using pipeline OS™️ as a fractional leader (bespoke consulting)
2 - Sales Development Advisor to Founders
3 - **coming soon: Pipeline OS Mastermind**

Website: ronenpessar.com

Chief Executive Officer

Redox

Fractional SDR Leader (Bespoke Consulting)

RightBound

Sales Development Advisory Board

SecondBody

PivIT Global

Stylo

0 to 1. Generated the first $250k (90% cold outbound). Raises a $3mil seed (lead: Matchstick) on $12mil value.

Chief Growth Officer (Founding Team)

Strategic Advisor

SecurityScorecard

Scaled up Outbound BDR team. Grew revenue from $7mil to $75mil ARR (10x) in 4yrs 🦄  Unicorns do fly!

Senior Director, Commercial Sales & Business Development

Senior Director, Business Development

Director, Business Development

Smartling

Scaled up SDR team (5 to 19) & hit 16mo of quota attainment in a row.

Senior Manager, Sales Development

Manager, Sales Development

Team Lead, Sales Development

Sales Development Representative (SDR)

Elite Management Holdings, LLC

Director, Operations

I Help New Leaders Thrive, Not Just Survive | When Emotions Unblock, Performance Will Unlock

If you’re reading this, you’re either:

• Thinking of hiring a Fractional SDR Leader
• Want more deals (SDR or AE sourced) 
• Or... you're stalking me 👋 

And look - you don’t need to spend hours searching for someone who understands outbound sales development, performance culture, and modern SDR tools & tactics.

Cause I do that for you through:

1 • Building your SDR team for you as a fractional leader (bespoke consulting)

2 • You build your pipeline generating team (SDRs or AEs) with pipeline OS™️ 

3 • Sales development advisory for founders & revenue leaders


If you want less:  
• figuring out how to fill the calendar
• wasting time/money on mistakes others already made

and more: 
• deals from qualified pipeline
• internal reps (SDR /AE) who generate pipeline, on repeat

(or just a some guidance along the way)

I got you.

DM me or book a time to chat for more info. 

And if that’s too forward, check out my testimonials to see what others have said.

Talk soon 🤙
Ronen

Website: ronenpessar.com

📆 Schedule a chat: https://bit.ly/4an0jwK
📲 Text me: 216-225-7700
📧 Email: rp@ronenpessar.com

Founder Advisor & Content Creator

Advisor to the SecondBody founders & cold call content creator on the platform!

To the people who shame SDRs... 
 
You try it. Go ahead-- be an SDR for a day. 
 
 
Build a list of 150 prospects. 
↳ with 30-40% bad data 
 
Make 75 cold calls per day. 
↳ get hung up on and cussed out 
 
Send 100 cold emails per day.  
↳ see "unsubscribe" and *email bounced* 
 
Start 50 DMs on LinkedIn per day. 
↳ get ghosted and blocked 
 
Hold 3 real convos w/ your prospects. 
↳ hear 2 say they're with a competitor  
 
(𝙛𝙞𝙣𝙖𝙡𝙡𝙮) set 1 meeting. 
↳ get no-showed 
 
 
Let's see you fail 97-98% of the time. 
 
 
AND have the grit to do it again.  
 
Staying optimistic.  
 
Day after day.  
 
In the face of: 
 
"Well... we're doing layoffs, again." 
"AI will replace your job." 
"Cold ____ is dead!" 
 
 
SDRs are the lifeblood of every company. 
↳ b/c PIPELINE is future revenue 
 
 
And you'll never have the resilience to do this work. 
 
^ know how I know? 
 
if ONE cold call, cold email, or dm gets you 𝙩𝙝𝙞𝙨 hot under the collar... being an SDR will crush you. 
 
So go ahead 
 
walk a mile in our shoes 
 
👟 
 
 
---SDR Responsibly--- 
 
Yes, its our job to do what we do with high trust. Integrity! This is still a two-way road. 
 
Avoid low-trust tactics that hurt the SDR reputation. Things like...  
 
- steamrolling past objections 
- not being 100% truthful 
- local dialing presence  
- faking anything 
- double tapping 
- pitch slapping 
 
^ all lead to low trust 
 
a high cost to the entire Sales Development profession.

Solving the #1 GTM challenge for B2B startups. **Pipeline OS**

Treat cold callers badly, it *will* backfire... how do I know?

From 2013 to 2024 I went from:

Property MGMT --> SDR --> SDR Manager --> SDR Director --> AE/SDR Sr. Director --> Chief Growth Officer --> Business Owner

Today's cold callers are tomorrow's
↳ CEOs
↳ CROs
↳ CMOs

And will be our future:
↳ competitors
↳ customers
↳ investors
↳ founders
↳ partners
↳ bosses

Treat everyone with respect.

Respect is how to play the long game.

✌️

Make cold calling a great memory for you & your prospect. Free 1 meeting per day script ($130 value) and follow along for outbound plays that work in 2024.

Go on, disagree all you want… these are facts 

1) AI will replace you if you’re an email only SDR. It’ll also writes better emails. 

2) To be a top performer make sure you have the tools you need. Even at your own expense. It’s your commission. 

3) Lying to prospects is why we’ll be out of a job in 5-10 years. 100% honesty is the policy.

4) Rapport isn’t all that important. People buy from people they trust. Not people they “like”

5) LeBron is the best basketball player of all time 🐐

6) Cold calling will be the main channel for outbound in 2025 and beyond because we’ll have wrecked email and social.

7) Pickleball is evil- taking over basketball courts across this great land is a crime!


Disagree? 😏

No alternative text description for this image

Want 1 meeting per day from cold calling? Grab my free script ($130 value) and follow along for outbound plays that work in 2024.

I keep kosher 

I observe the sabbath

I don’t like alcohol and small talk.

There are holidays in the middle of the week, which are uncomfortablly disruptive to work.

Early in my career I felt pressure to hide this

A lot of it.

Who I am.
My religion.
The things that are uniquely me.

conform, don’t rock the boat.
^ I thought this was the best choice

Without a doubt, any time I did conform

In the face of who I am or what I believe 

I always regretted it. 

If I could tell my 22 year old college graduate one thing about happiness it would be this…

It’s OK to be a Cleveland Browns fan.

unapologetically,
- a kid from Cleveland

$5.44 = avg cost to dial a cold call
$2,667 = avg cost per meeting (held) via phone

^ cold calling is like lighting cash on fire!

so... IS it dead???

Hang on. Look at this first 👇

The typical cold calling process:

1) Pull a list from database
2) Stick in sequence or dialer
3) Dial

^ very flawed

Below I’ll prove why cold calling isn't dead.

But doing it this way ^^^ is.


Skeptical about my numbers? 
↳ I'll show my math


___show me the numbers___


Funnel math time ⤵️

$160k = all-in cost per SDR
↳ salary, comm, manager, tax, benefits, tools

120 = avg. cold calls per day: 
↳ a range of 40 - 200

245 = working days 
↳ 260 days minus 15 vacation + holidays

This gets us...

29,400 call per year

$5.44 = cost per dial
↳ TO MAKE 1 DIAL

Then it gets worse ⤵️

5% = avg dial to connect rate

4.82% = avg connect to meetings set

So... 

29,400 call per year
↳ 1,470 connects
↳ 71 meetings set
↳ 60 meeting held (w/ 85% show rate)

= $2,667 per meeting held
^ this cold calling is dead

❌ No/very low ROI
❌ Wastes SDR time
❌ Is only getting worse


__ one way to fix the ROI __

A few ways to make sure cold calling works for you.

The one I'll focus on here is: Phone Validation
↳ a method to ID prospects who answer the phone


This is what a validated process looks like:

1: Account / prospect list
ꜜ    ꜜ    ꜜ    ꜜ    ꜜ
2: Phone validation
ꜜ    ꜜ    ꜜ    ꜜ    ꜜ
3: Only call valid numbers


This process change = a 6x boost

From 5% connect rate 
To 30% connect rate
^ 6X boost

From 1,470 connects per year
To 8,820 connect per year
^ 6X boost

The cost?

From $5.44 per dial 
To $5.84 per dial
^ 7% increase in per dial cost (not bad)


___CFO approved___

With *only* phone validation
↳ the funnel math look healthy

29,400 call per year now gets...
↳ 8,820 connects (from 1,470)
↳ 425 meetings set (from 71)
↳ 360 meeting held (from 60)

Which means, my cost per meeting held

From: $2,667 ❌
To: $445 ✅

Bottom line

Don't call people...
who never answer.

STOP burning cash.
Start booking more meetings.

All new hires should spend 3 months in the SDR role (engaging with prospects) and 3 months in a customer support role (engaging with customers). 
 
if they did that ^^^ 
 
the impact it would have on... 
↳ product 
↳ marketing 
↳ engineering 
 
would be more... 
↳ perspective of buyers 
↳ customer centric decisions 
↳ empathy for 2 thankless roles 
 
Who's already doing this today?

Fears we don’t face become our limits. 

Afraid to cold call
↳ miss quota

Afraid to experiment 
↳ stop growing

Afraid to miss quota
↳ turn to pushy sales tactics 

Afraid to get rejected
↳ miss people who will say yes

Afraid to do hard work
↳ live a hard reality

Fear is a sign.

That you’re on the right track. 

Embrace fear, break limits. 

😤

Shocked to hear Grant Cardone & Jordan Belfort's review. I rarely hop on zoom to help random cold callers, yesterday I did.

"I've been at this now for 4 years. I wake up at 5:30, start calling at 6am to reach people on the Eastern time zone by 8. And then I'd be calling till 8pm and I could call the people in Hawaii. I tried everything.

I tried Cardone. 
I tried Belfort. 
...anything I could find. 

I was even Grant Cardone's weekly training and it wasn't that good. Then I got on to your stuff and I was like wow, I just had way better conversations.

It's been 2 years since I started using your stuff. I'm like, THIS is it!

Prospects say: Hey I like you approach. And things like that."

^ Cardone & Balfort's training is... bad. 

There's a better way.

But first...

.......... 8 reasons: out with the old..........

1. Aggressive Tactics:
↳ emphasizes high-pressure
↳ emphasizes pushiness


2. Lack of Active Listening:
↳ scripted and generic
↳ sounds robotic


3. Negative Trust-Building:
↳ we only buy from people we trust
↳ a trust-first approach leads to new deals


4. Overemphasis on Quantity:
↳ as many calls as possible = spam
↳ no focus on meaningful conversations


5. Resistance to Change:
↳ the buyer behavior is changing
↳ no shift to modern tools & techniques


6. Poor Follow-Up:
↳ lacks a structured follow-up process
↳ no multi-channel, no opportunities


7. Negative Perception:
↳ high-pressure tactics = damaged brand
↳ buyers talk, spread quickly. 


8. Data-Driven Insights:
↳ doesn't leverage data analytics
↳ no proven understanding of what works


............ Modern > Past .................

This cold calling method is a relic of the past.

It doesn't align w/ the modern buyer.

A trust-first, relevant, and data-driven approach will yield better results.


............ TL;DR............

This Canadian cold caller is using the 1 meeting per day script to book 50-70 webinar attendees per month via cold calling. 

^ that convert to customers.

I have the script for you.
I still use it.
It works.

It's in my profile (if you want it)
↳ there's a *new* bonus at the end of it.

This had twists and turns until the end.

They said hit record
open the box
and see what happens...

I did.

Enjoy the video. 

#WinTheMoment with WINN.AI

PS. there's an unexpected surprise is at the end

Taplio

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