A Century! Yes 100!!

Read time: 3 minutes

Welcome to the Succession newsletter where 1,000+ life science sales reps improve their skills in 5 minutes per week. If you’re getting value from these newsletters, we'd love it if you could forward it along to your sales colleagues. If you’re new here, subscribe below.

Before we start, don’t forget to check the competition details at the bottom, after the tips!

Right then… we’ve only gone and made it to 100 newsletters. A century. Triple figures. If this were cricket, we’d be raising the bat to the pavilion. If it were darts, we’d be shouting “ton-up!” If it were birthdays, well… we’d probably be asleep by now.

Either way, it feels like a milestone worth celebrating, so that’s why we’re sharing 100 of the best sales tips from the last 100 newsletters.

In sales, we all carry around a little “toolbox” of tactics:
A favourite discovery question.
A reliable closing line.
A way of handling objections that usually lands.
And every now and then, we pick up a shiny new tool/tip.

The funny thing is, more often than not, we forget about the good ones we already knew. I’m guilty of it myself, and writing this newsletter has been as much a reminder for me as (I hope) it’s been useful for you.

The bit that makes it all worthwhile, though?
The messages we get back. Some of you have told us this is the only newsletter you read every week (flattered, honestly).
One person even said they give it to their new sales reps as part of onboarding.

So here’s to the first 100 and to the next 100. 🚀 We’ll keep writing, sharing, and learning together. And we’d love to hear from you, what’s been most useful? What do you want more of?

But first, let’s dive into 100 of our best sales tips.

Prospecting & Lead Generation (1-25)

1. Mine job descriptions for intel - When companies post jobs, they're broadcasting their internal priorities, tools they use, and problems they face. Use this public information to craft targeted outreach. Link

2. Build a "Most Wanted" list - Focus your best prospecting efforts on the top 10% of prospects who would benefit most from your solution. Link

3. Use the 4P Email Framework - Structure emails around Problem, Promise, Proof, and Push (call to action). Link

4. Keep prospecting emails under 100 words - Most emails are read on mobile devices. Nobody has time to read an essay about your company. Link

5. Lead with the problem, not your product - Start with "What problem is my customer facing that would need them to use my product?" Link

6. Use email warm-up tools - These help maintain deliverability by simulating engagement with your emails. Link

7. Limit daily email volume - Google and Outlook monitor how many messages you send per day. Stay under their thresholds. Link

8. 80% of opportunities come after the 6th touchpoint - And 50% come after the 11th touchpoint. Persistence pays off. Link

9. Reference the Recognition stage first - Scientists start with recognizing a need, not awareness of your product. Address the need before the solution. Link

10. Use multi-channel sequences - Day 1: Email + voicemail. Day 3: Reply bump. Day 6: Call without VM. Day 9: LinkedIn engagement. Link

11. Research for personalization using AI - Use Apollo or ChatGPT to quickly write personalized opening lines for your templates. Link

12. Focus on differentiated outcomes - Don't just list features. Show how your differentiated capabilities deliver differentiated results. Link

13. Prospect during golden hours - Focus prospecting activities during your prospects' working hours when they're most likely to respond. Link

14. Double your daily conversations goal - The more time you spend talking to prospects, the more deals you'll close. Link

15. Use "status quo disruption" messaging - Show what people hate about the current process and how you make it simple. Link

16. Create urgency through expert insights - Share perspectives that reshape how prospects view problems they didn't know they had. Link

17. Holiday prospecting works - Less competition, more relaxed prospects, and unique opportunities to stand out. Link

18. Focus on year-end budget flush opportunities - Many departments have "use it or lose it" budgets in Q4. Link

19. Send value-first follow-ups - Share case studies, articles, or answers to previous questions. Never just "check in." Link

20. Use video for complex topics - Stand out by sending personalized Loom videos to simplify complicated concepts. Link

21. Target expansion within existing accounts - It's easier to sell to current customers than find new ones. Link

22. Build relationships before you need them - The best time to network is when you don't need anything. Link

23. Comment on prospects' LinkedIn posts - Engage authentically before reaching out directly. Link

24. Use the "similar company" angle - "We helped another [similar company type] achieve [specific result]..." Link

25. Never start with "I hope this email finds you well" - Get straight to the value. Link

Messaging & Communication (26-39)

26. Scientists think in four modes - Objective analytical, subjective analytical, objective conceptual, and subjective conceptual. Address all four. Link

27. Match message to buyer journey stage - Recognition → Hypothesis → Evaluation → Validation → Implementation. Link

28. Avoid the five messaging pitfalls - Just facts, all about you, no differentiation, too broad, no personalization. Link

29. Use the "problem-agitate-solve" framework - Identify problem, explain negative impacts, present your solution. Link

30. Include social proof early - Mention recognizable customers or impressive metrics in your opening. Link

31. Use pattern interrupts - Break expectations to grab attention (unusual subject lines, different formats). Link

32. Focus on one problem per message - Don't try to solve everything in a single email. Link

33. Quantify the impact - Use specific numbers and percentages rather than vague claims. Link

34. Use the customer's language - Mirror the terminology they use in publications and presentations. Link

35. Create FOMO respectfully - "Other labs in your field are already seeing 50% productivity gains..." Link

36. Lead with peer-reviewed data - Scientists trust published research more than marketing claims. Link

37. Address reproducibility concerns - Scientists care deeply about consistent, reproducible results. Link

38. Highlight time savings - "Get back to the science instead of troubleshooting instruments." Link

39. Reference recent publications - "I saw your recent paper in Nature on... Our tool could help with..." Link

Follow-Up & Persistence (40-52)

40. Adjust follow-up pace to urgency - Hot leads need 24-hour follow-ups; long-term deals need weekly check-ins. Link

41. It takes 5-8 follow-ups on average - Most reps stop after 1-2. Don't be most reps. Link

42. Always add value in follow-ups - Share new case studies, answer questions, provide industry insights. Link

43. Multi-thread your follow-ups - CC additional stakeholders to expand your reach within accounts. Link

44. Use the "forwarding friendly" format - Make follow-ups easy for champions to share internally. Link

45. Reference previous conversations specifically - "You mentioned struggling with batch variability..." Link

46. Create follow-up templates for common scenarios - But always personalize the opening and closing. Link

47. Use calendar invites strategically - They have higher open rates than emails. Link

48. Send video follow-ups - A 2-minute Loom can be worth a 30-minute call. Link

49. The "9-word email" works - "Are you still interested in [solving specific problem]?" Link

50. Acknowledge silence professionally - "I haven't heard back, which tells me one of three things..." Link

51. Use the "permission to close" approach - "Should I close your file or is this still a priority?" Link

52. Reference upcoming events - "Will you be at AACR? Would love to discuss your immunotherapy work." Link

Sales Strategy & Positioning (53-64)

53. Define, defend, and embed differentiation - Know what makes you unique, why it matters, and how to communicate it. Link

54. Focus on business outcomes, not features - Transform features into business problems solved. Link

55. Build business cases for champions - Help them sell internally with clear ROI documentation. Link

56. Map stakeholders by influence and interest - Focus effort on high-influence, high-interest players. Link

57. Identify the mobilizer - Find the person who will drive change internally. Link

58. Align to high-priority initiatives - Connect your solution to funded projects and strategic goals. Link

59. Create urgency through cost of inaction - What happens if they don't solve this problem? Link

60. Use the FAST Framework - Find the cracks, Assign metrics, Skills training, Track performance. Link

61. Prepare for commodity battles - Have clear differentiation ready when prospects compare you to competitors. Link

62. Sell past, present, and future - Address what worked before, current needs, and future scalability. Link

63. Navigate procurement early - Build relationships with purchasing before they become gatekeepers. Link

64. Position as strategic partner, not vendor - Focus on long-term value, not transactional sales. Link

Technology & AI Tools (65-75)

65. Use ChatGPT for account research - Generate company summaries, identify key initiatives, find connections. Link

66. Leverage Clay for data enrichment - Automate prospect research and personalization at scale. Link

67. Record Loom videos for demos - Asynchronous demos respect prospects' time. Link

68. Set up Google Alerts - Monitor prospects for trigger events and news. Link

69. Use Calendly strategically - Reduce back-and-forth scheduling but keep it personal. Link

70. Build AI prompts for objection handling - Create a library of responses to common pushbacks. Link

71. Automate CRM data entry - Use tools like Dooly or Scratchpad to save selling time. Link

72. Create email signatures that convert - Include calendar links, case studies, and social proof. Link

73. Use LinkedIn Sales Navigator filters - Find prospects by research area, recent funding, or job changes. Link

74. Set up Slack alerts for key accounts - Monitor important customer activities in real-time. Link

75. Build custom GPTs for your product - Train AI on your specific solutions and use cases. Link

Relationship Building & Networking (76-89)

76. Attend sessions at conferences - Share key takeaways in your outreach to show expertise. Link

77. Host breakfast meetings at conferences - Smaller, intimate settings build stronger relationships. Link

78. Connect with speakers before their talks - They're often alone and appreciate friendly faces. Link

79. Follow the 70/30 rule at events - Spend 70% time with existing relationships, 30% meeting new people. Link

80. Create memorable first impressions - Have a unique, relevant conversation starter ready. Link

81. Build relationships with adjacent vendors - They can provide warm introductions and market intelligence. Link

82. Nurture academic relationships - Professors influence purchasing decisions and train future customers. Link

83. Engage with customer success - They have insights into expansion opportunities and renewal risks. Link

84. Connect with former colleagues' networks - Warm introductions from mutual connections work best. Link

85. Join scientific LinkedIn groups - Participate authentically in discussions without selling. Link

86. Attend virtual seminars regularly - Build visibility in your scientific community. Link

87. Remember personal details - Note birthdays, kids' names, research interests in your CRM. Link

88. Celebrate customer wins - Acknowledge their publications, grants, and achievements. Link

89. Be helpful without expecting returns - Make introductions, share resources, provide value freely. Link

Closing & Negotiation (90-100)

90. Create mutual success plans - Document agreed-upon steps, timelines, and success metrics. Link

91. Use the 2-slide follow-up method - One slide summarizing the problem/solution, one with next steps. Link

92. Address objections preemptively - Bring up common concerns before prospects do. Link

93. Never negotiate features for price - Negotiate payment terms, support levels, or contract length instead. Link

94. Build consensus, don't seek it - Actively work to align stakeholders rather than hoping for agreement. Link

95. Use trial closes throughout - "If we could solve X, what would need to happen to move forward?" Link

96. Create urgency through scarcity - Limited implementation slots, price increases, or team availability. Link

97. Know when to walk away - Not every opportunity is worth pursuing. Protect your time. Link

98. Address the status quo directly - Make the cost of doing nothing explicit and painful. Link

99. Prepare for the "final discount" request - Have non-monetary concessions ready to offer. Link

100. Close for the next step, not the sale - Focus on advancing the deal, not forcing a premature decision. Link

     COMPETITION TIME, So what are the prizes and what will you win!?

     2 x lucky people will win not one but two prizes, the first is to get you through your day, and the second is to smash your pipeline!
     
     Prize 1 - Ember Travel Mug 2+ with Apple® Find My,(around $200) I love these check it out here
     
     Prize 2 - 2 months of LinkedIn lead generation, Yes! Succession will run LinkedIn leadgen for you to help fill your team’s pipeline, or smash your own target.

     
     Announced on Wednesday, the 17th of September 2025, via LinkedIn and directly to your email.
     

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Takeaways in this episode

• Challenges going from sales to founder

• Hiring the right talent and enabling them

• Working with different types of customers

1. Lead Generation: We’ll build target lists, write scientifically relevant messaging, and send messages on your behalf to book qualified sales meetings with biotech and pharma companies.

2. Training for Reps: A skill development platform for life science sales reps who want to improve their sales skills, exceed their quota, and take the next step in their career.

3. Training for Teams: If you want to upskill your team around prospecting, driving to close, key account management, AI, or any other topic, we can put together a training plan specific to your organization’s needs.

4. Strategy Call: Need more than training? Want help implementing and executing your sales strategy? In a 30-minute call, we will assess your company’s current situation and identify growth opportunities.