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What is a specific step-by-step example of how you would reach out to someone you don't know?
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Successful Strategies for Prospecting
Here is the exercise: You have decided you want to reach and sell to this particular person. What are the steps you will take next as your attempt to generate interest.
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3 Answers
I begin with an e-mail:
1. The e-mail is text based
2. I state clearly and simply why I am reaching out
3. I make this e-mail easy to read and respond to (on an blackberry or smartphone).
4. I craft the e-mail to follow my 7-components of messaging checklist
5. I finish with just one simple-to-answer question
If I get an answer and I'm sitting at my desk, I immediately pick up the phone and contact the person to begin building a relationship.
If I don't get an answer, I recycle 7-10 times (based on HubSpot's new contact research) with perhaps 3-4 different flavors of my e-mail, hitting different pain, desire or need points that I may have uncovered from my detective work and research on the company prior to crafting my e-mail sequence.
If I don't get an answer after the 7-10 tries, I either,
1. map into the organization looking for another person to champion my efforts
2. recycle the entire sequence again after a pending event occurs (next quarter, news, compliance issues, etc.).
I usually have between 10-20 accounts in this type of cycle. It has worked very well for me and taken the stress out of my day because I've automated the entire process through my CRM.
Just imitate what you would have done to approach a girl or guy you don't know. Randomly calling or direct email would sound more like a "Pitch" and might give a sense of desperation.
Find out where the person is hanging out the most. The discussion forums, groups etc. Start a casual discussion from there. Such initiation of conversation would give you leverage of personal bonding. And later on you can pitch him/her for whatever you wanted to.
The total turn around would not be very much different in both cases.
1. Understand your value proposition. Articulate it in measurable terms. Write it in the form of an Initial Benefit Statement, and wrap that into a call opening that is no more than 15 seconds. Prepare questions designed to uncover needs, pain, problems and unmet goals; create urgency, and build value.
2. Go to your prospect's Web site. Get his phone number. Get a sense of their business, and what they value. Make sure that your IBS is relevant to that.
3. Pick up the phone. Call the prospect. Deliver your opening. Ask your first question.
3a. If you don't get him on the phone, leave a VM with your IBS, and your call-back number.
3b. If you get his secretary, give her your IBS, and sell her on putting him though.
4. Enjoy the conversation.
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