An outbound sales keynote speaker who built the standard he talks about. Drewbie Wilson has done $15M+ in personal sales over 20+ years, is a best-selling author, and founded Call The Damn Leads®. The 100/10/2 talk sends your reps back to their desks with a daily count they can hit tomorrow morning and a reason to believe the phone still works.
Because most sales talks are about closing, and your team’s problem is upstream of the close.
The room that books this talk usually looks one of two ways. In the first, the reps are good in a conversation and simply do not have enough of them. Pipeline reviews turn into stories about the three deals everyone already knows, because nothing new came in this week. In the second, the team has moved its whole day into email and social, and outbound has become the thing everybody agrees matters and nobody counts.
Neither team needs another closing technique. Both need a floor: a number for the day that is high enough to fill the calendar and simple enough that a manager can check it on Monday. That is what the 100/10/2 talk is for. It is a prospecting keynote first, and the closing takes care of itself once the conversations exist.
Outbound is the part of selling that most speakers have not done in years, if ever. Before you put anyone on that stage, hold them up against these five.
Ask what the room will be able to repeat back the next day. If the answer is a feeling, book a comedian. An outbound keynote should hand every rep a count for the day, in one sentence, that their manager can hold them to.
Ask when the speaker last worked a cold list. Outbound has changed more in five years than in the twenty before it, and a rep on the front row will know within a minute whether the person on stage has heard a modern gatekeeper.
The talk ends at lunch. The number has to live somewhere after that. Look for a speaker who hands your managers the inspection questions and the weekly rhythm, so the standard has an owner once the event is over.
A hundred attempts means something different for a field team, a phone floor and an enterprise pod. Ask how the speaker adjusts the standard to your cycle, your list and your average deal, and how much of your pipeline detail they want before they write the talk.
The best keynotes carry one idea the room can hold. A talk that covers eleven frameworks in forty-five minutes leaves nothing behind. 100/10/2 is three numbers, and that is the point.
The honest version, so the right rooms book it and the wrong ones do not.
If your team has no list, no sequence and no CRM discipline, an hour on stage will not build them. The talk sets the daily standard and the belief behind it. The plumbing that lets a rep hit the standard is your operations work, and Drewbie will tell you that on the scoping call.
Reps do not leave with a script. They leave with a count and a call structure. Teams that want the phone work drilled over days, with live accounts in the room, move into a training program after the keynote rather than expecting it from the hour.
That program is cold calling training, where the standard from the keynote becomes a weekly number managers can inspect.
The 100 is attempts, not only phone calls. Email, text, social and voicemail all count when they are aimed at a real person. The talk is about volume with intent, not a phone-only sermon your reps will tune out.
No sizzle cuts, no borrowed quotes on slides. Real stories from the phone, real numbers from twenty years of doing it, and a standard the room agrees to before anyone stands up.
Every version of the talk is sized to the team in the room and the market they sell into. Whatever the version, these five pieces are always in it.
The whole talk hangs on three numbers a rep can write on a sticky note: 100 outbound attempts, 10 meaningful conversations, 2 sales closed. Drewbie walks the room through where the numbers came from, why they are a daily floor and not a monthly goal, and what a full day of work looks like when you can count it. The original write-up on the Call The Damn Leads store is the source for the 100/10/2 outbound sales standard, and the site’s own page on the daily math of 100/10/2 has it written out in full.
This is the part of the talk that gets uncomfortable in a useful way. Drewbie shows the room what activity looks like on an average day, where it drops off, and why a rep who stops well short of the standard still believes they had a full day. The point is not guilt. The point is that the gap is visible once you count it, and a visible gap is fixable.
Volume alone is noise. The middle of the talk is about what turns an attempt into a real conversation: the opener that names a reason, the follow-up touch that arrives before the lead goes cold, and the discipline of working the same names more than once. Reps who want the deeper version of that cadence move into follow-up system training after the event.
A daily number they can hit tomorrow. A one-sentence standard they can repeat on the drive home. A way to tell the difference between a slow week and a lazy week. And, for the managers, the three questions to ask every Monday so the standard is still standing a month later. Teams that want the number trained across the whole team carry it into sales team training.
The talk runs as a 45 to 90 minute keynote, as the opening hour of a sales kickoff, or as a half-day workshop where reps work their own lists in the room. It runs in person or live online for distributed teams, and it pairs well with ongoing virtual sales training for teams that run the year remotely. If you are booking a conference or company event and the brief is broader than outbound, start with the main sales keynote speaker page.
One call about your team: how many reps, what they sell, what outbound looks like today, and where the conversations are drying up. If the problem is somewhere other than activity, you will hear that on the call and get pointed to the right thing.
The standard gets sized to your motion. A field team, a phone floor and an enterprise pod each get a version of 100/10/2 that fits their day, using your list, your average deal and the objections your reps hear.
The keynote fills whatever hour you give it, on site or on a screen. One idea, told from the phone, with the room agreeing to the number out loud before anybody leaves the ballroom.
Your managers get the Monday questions and a simple cadence to ask them on, which gives the count set on stage an owner in week two and week six.
Keynote fees run $2,500 to $7,500 plus travel and lodging, and workshops are quoted separately. The exact number depends on whether it is a keynote hour or a half day, how far the travel is, and the size of the event, and you hear it on the scoping call before anything is booked.
Drewbie Wilson is a sales keynote speaker, best-selling author, podcast host and the founder of Call The Damn Leads®, a Crushing The Day Company. He has done $15M+ in personal sales over 20+ years, and 100/10/2 is the daily standard those sales were built on. The speaker one-sheet, headshots and the talk descriptions live in the Drewbie Wilson press kit on the Call The Damn Leads store.
Booking for a conference or company event with a broader brief than outbound? Start with the main keynote page.
When the date is your annual kickoff and the whole year needs a standard set in one room.
Take the 100/10/2 standard from the stage and train the whole floor on it over weeks.
For teams whose attempts connect and whose deals still slip between the second call and the close.
The daily sales math behind the keynote, written out in full on this site.
Prospecting. The 100/10/2 talk is about the activity that creates conversations, because most teams that are short on closes are short on conversations first. Closing comes up in the last ten minutes, once the room can see where its pipeline comes from.
Yes, sized correctly. For an enterprise pod the attempts are spread across accounts and buying committees, the conversations include internal champions, and the two closes become a weekly or monthly count. The scoping call is where the numbers get fitted to your cycle so the standard the room hears is one it can meet.
No. An attempt is any outbound touch aimed at a specific person: a call, a voicemail, a text, an email written to one buyer, a message on social. What does not count is a mass send or a post. The talk spends real time on that line, because it is where most teams fool themselves.
A way to inspect activity without micromanaging it. Managers leave with three questions for every Monday, a simple read on attempts against the floor, and a way to tell a slow week from a lazy week before the month is gone.
Yes, and the standard holds better that way. Many teams book the keynote to set the number and then move the floor into sales team training or a half-day workshop where reps work their own lists in the room. Ask about it on the scoping call and the two get planned together.
Send the event date, the headcount and a plain description of what outbound looks like on your team today. Drewbie will say straight whether the 100/10/2 talk fits, and what the hour should look like if it does.
