The pressure cooker
The buyer hears about youfrom their own team.
Most tools email the decision maker and wait. Hyves maps everyone your product would help, then works the account from the bottom up: the people who feel the problem first, the buyer last. By the time the buyer hears from you, their own people are already asking.
Wave 1 · Uses it daily
- Sanne“six shifts open before…”Sanne, email, answered.
- Chef de Partie“weekend cover for the…”Chef de Partie, email, sent.
Wave 2 · Champions
- Head chef“a full brigade by…”Head chef, email, waits for the wave to open.
Wave 3 · Decides
- General manager“terrace open every weekend…”General manager, email, waits for the wave to open.
The map
Seven roles,everyone who would benefit.
Every Tier A and B account is mapped well past the buying committee. Each person gets one of seven roles, a note on their own situation, and an angle that is theirs, not the company’s.
Seven roles
Economic buyer, champion, user, influencer, blocker, indifferent, and unknown until the research can tell.
Their situation, their angle
Each person's own exposure to the problem is written down, and the first message to them starts from it, not from the company's.
Sous chef
user · wave 1 · sample
- Situation
- Covers the open Chef de Partie shifts on most weekends.
- Angle
- “Six shifts open before the terrace season.”
Wave 3 · decides
- Economic buyerGeneral manager
Wave 2 · champions and everyone else
- ChampionHead chef
- InfluencerF&B manager
- IndifferentFront office leadonly with a verified address
- UnknownName found, role not yet
Wave 1 · uses it daily
- UserSous chef
- UserChef de Partie
Never contacted
- BlockerPurchasing
After a reply
Wave one is written to on day 1, someone answers on day 3, and wave two opens that day.
After five days
Wave one is written to on day 1, nobody answers, and wave two opens on day 6.
The gate
A wave openswhen the one below answers.
Wave one goes to the people who use it daily. Wave two, the champions and everyone else who would benefit, opens after a reply from wave one or after five days without one. The economic buyer comes last, the same way. Blockers are never contacted.
A reply opens it early
One answer from the wave below is enough to open the next one.
Silence opens it too, after five days
A wave that hasn't answered doesn't hold the account forever. After five days, the next wave may begin.
Never all at once
Waves open one at a time, so each group hears from you only after the group below has had its turn.
The pace
Pacedlike a person would.
One new person a day, and never more than three touches on one account in a day. Each person hears from you with their own angle, taken from their own situation, so the account warms up without ever feeling worked.
- Monday: the sous chef is written to. One touch.
- Tuesday: the Chef de Partie is written to, and the sous chef gets a follow-up. Two touches.
- Wednesday: no one new, one follow-up, and the sous chef answers.
- Thursday: wave two is open, so the head chef is written to. One touch.
- Friday: the F&B manager gets a LinkedIn message, plus two follow-ups. Three touches, the most there will ever be.
The channel
The right channel,or a person.
Before anything goes out, a gate checks that the dossier is ready, that the channel is one the person actually uses, and that the pacing allows it.
Email, from your own inbox
When a verified address exists.
otherwise
A LinkedIn message
Written the same way, from the same angle.
A call for your rep
The step becomes a task for a person, not a message.
- observeread the dossier: case strong · 2 of 11 people reached
- thinkthe sous chef answered · wave 2 can open
- decidedraft to the head chef, citing the six vacancies
- holdwaits for your release
every step logged · the next cycle starts from what this one learned
The agent
Every cycle startswith the dossier.
Each account has one agent. It reads the business case and what happened since the last cycle, then decides between writing, researching further, booking, waiting, switching to another person, or asking you. Every step is logged.
Approve every message
Each draft waits on your release desk until you send, edit or kill it.
Approve the first
You release the opener; the agent sends the follow-ups in the plan.
Let it run
The agent sends on its own, inside the plan's pacing and your rules.
Questions
Fair questions.
Isn't writing to several people at one company too much?
It would be, all at once. The plan adds one new person a day, keeps to three touches on an account in a day at most, and each wave waits for the one below. Blockers are never contacted.
Who decides what gets sent?
You do, per account. Approve every message, approve the first and let the agent continue, or let it run inside the plan's pacing and your rules.
What happens when someone answers?
The answer lands on the account next to the business case, marks the deal as replied and can open the next wave. The agent drafts a reply, which waits for you unless the account runs on its own.
Where do the roles come from?
From research on the account: titles, teams and what people have said in public. A role that can't be told yet stays unknown, and that person joins the second wave with everyone else who isn't a user, a decider or a blocker.
Win the accountfrom the inside.
Request access. Once you’re in, the research starts the moment you sign in, and your first accounts arrive with everyone involved already mapped.