Modern Prospecting 1.1

photo: Poe's Tavern, Sullivans Island, S.C. is a near perfect beach bar serving truly outstanding burgers. My favorite first stop in Charleston. 

33% MORE MEETINGS FROM YOUR EMAIL PROSPECTING EFFORTS

 
 

When reaching out to new prospects, you are a stranger breaking into their world.  They know you not at all and will give you merely seconds to make a dent. 

I have found these 10 guidelines have improved my contact percentages. 

[1] Think small.  Select your targets well. Sales may be “made”, but good prospects are found.

Regarding the “From Box”

[2] Have the email sent by someone the prospect knows...
People are more likely to open emails from people they know. Have you any “allies” who might email on your behalf?  This is NOT a “referral” it is an introduction.

[3] OR, from you, using your LinkedIn name...
In a glance, people want to know “who”.  A real person’s name has more validity.  And if they wanted to “check you out”, Linkedin is a perfect tool for such.  (In the body, include a link to your linkedin profile.)

Regarding the “Subject line”

[4] Cite a common connection...
Example: "Jane Smith suggested we connect."

• Have permission to use this person's name, or it can backfire. The prospect might send an "Is this real?" email to Jane, and if she does not affirm, your credibility with the prospect (and with Jane) is gone forever.

[5] OR, cite a current customer's experience...
Example: "How we saved Starbucks 20% of inventory costs."

• Have permission to use the current customer's name, or you risk irritating (and losing) the existing customer.

[6] OR, cite the prospect's competitor...
Example: (if prospecting Starbucks) "How Caribou saved 20% in inventory costs."

• Have your facts straight and know that the factoid is interesting enough to pique the prospect's interest.

[7] OR, cite a potential benefit...
Example: "3 ways to save 20% in inventory costs."

Regarding the “body”

[8] A fulfilling first sentence...
Example: "Jim, I hear you've got inventory control problems..."
DO NOT: "Dear Mr. Smith, my company, Acme, is a leading vendor of..."

[9] Be brief and super-specific...

People allow strangers 5 to 8 seconds.  Select specific and concrete words.  Don’t worry about flow and transition.  Be less than 250 specific and meaningful words. 

• Avoid generic business blabber like, “ … top quality”, “ … a fraction of the cost”, “ … lower costs”, or “ … increased revenue”.
• Be specific, “ … 20% reduction in inventory costs”, “ … a 10 to 1 ROI”

[10] Include “quality” personal links...
Prospecting is a one to one event.  I am trying to begin a relationship with you.  My company reputation might help, but it is just you meeting me.  Include personal links:

• Your linkedin profile link
• Your linkedin business page link
• An article or whitepaper link you wrote or completely endorse.

A “quality” link is a link to more info about YOU, OR to more info that relates EXACTLY to this particular email. 

Your web site is probably NOT a best link.  Most likely it contains too much.  Though it is no doubt of great quality, it is also of greater quantity that is not easy to navigate --- especially if the prospect is smart-phoning.

Prospecting has nothing to do with selling.  Happy hunting.

  

All the best

Steve Gatter, Charlotte, NC