There are different methods to reach out to a prospect. The methods you use are up to you and could be unique depending on your company and your clientele. There are pros and cons to all of them, so think about what works best for you!
Ways to Contact Prospects
Email is visual, and this allows the lead reading it to process what you’re saying. It can be bookmarked or flagged as “important” and forwarded along if the prospect feels like there would be somebody else within the organization that would be better suited to talk to you.
But think about the amount of emails you constantly get in your inbox. How many of these emails do you actually read, or even open? Make sure your subject lines are curiosity-inducing and lead from a perspective of being helpful, rather than trying to sell a service.
With an experienced salesperson, the phone is usually their favorite way to contact leads. They have a fine-tuned approach and have the answers to any questions that may be brought up during the phone call. A phone call is great because it has the ability to grab a prospect’s attention much quicker. You could connect with a decision-maker sooner and snag a follow-up call or meeting.
If there’s no answer, always be prepared to leave a voicemail. The prospect will not be near their phone at all times. There is no guarantee that it will be heard or that your call will be returned. But don’t let this discourage you! Just because you did not get a call back doesn’t mean that the prospect isn’t interested in what you have to offer them. They might actually want to call you back, but they are too busy and they forget. Consistency is key! Just keep at it and reach out again in an appropriate manner. You will often find yourself calling a prospect more than once to get ahold of them. This is just part of the process.
Email + Phone Strategy
By now you may have realized that using the phone and email to complement each other is the best method. One commonly used approach is to leave a voicemail, followed by sending an email directly afterwards. This process is repeated three times. If the prospect does not respond after that, you send a break-up email. Funny enough, this break-up email will often be the one that prompts a response.
There are several ways that you can utilize social media to get on the radar of a prospect if he or she isn’t responding to your voicemails and emails. Connecting on social media can allow salespeople to build rapport with a prospect and get them closer to reaching out to you or at least responding to your outreach attempts.
When salespeople aren’t strong enough to carry a prospect through the full sales pipeline, referrals are a good way to start. While limited and at the mercy of your clients’ desire to help you out, referrals can be the easiest lead to close.
Grabbing the prospects attention
Get your prospect’s attention with a short, captivating and clear email or voicemail. When leaving a voicemail or sending an email make sure you focus on the prospect at hand, this call is all about them. Tell them the reason you are attempting to contact them. Lastly, use a call to action by asking for a scheduled call or to be referred to whomever it is you would like to speak with within the organization.
“Hey Brad! I saw you checked out our cybersecurity blog. Did you find everything you were looking for? Just in case, I’m going to send you our recent whitepaper on 5 steps to protect yourself from ransomware. If you need any help, I’m available to talk on Thursday!”
In a few sentences, you:
- Established that you have done your research
- Have something of value to help them solve a problem
- Are not spamming them
Then, instantly follow up with an email informing the prospect that you just left them a voicemail, what it was in regards to and an open-ended question to encourage further connection. Be personable. Avoid mentioning what you are trying to sell them something. Nothing will turn off the prospect more than leaving a sales-pitch in their inbox or voicemail.
Remember, be persistent! if you get no response from your initial voicemail/email attempts, wait a minimum of 48 hours and reach out again, but this time convey the value you are offering a bit differently.
On your second attempt, Start with a little reminder that you had already attempted reaching out. Briefly summarize what your last message was about, and then remind them once again that you have something valuable to offer them, that can help them solve a problem they may be having.
Still no response? Wait another 48 hours and reach out once more. The third message should convey that you have already attempted reaching them 2 times (in a professional, not irritated, tone of course) and give them a little bit more detail in what it is that you are offering them and the value you can bring. When you send the email once again, briefly tell them that you attempted reaching them via phone and left a voicemail and what it was pertaining to. In this 3rd email, include some other type of relevant content your company may have, such as blogs, e-books, etc. that you think may contain useful information for them. Reassure and make it known that you are an expert in your field and that you can help them.
Know when it’s time to throw in the towel
If you have attempted reaching out 3 times and have not had any responses back, you may want to consider sending a “break-up” email. The break-up email is intended to let the prospect know that you have tried getting in contact with them, and that since this may not be the best time to contact them, you don’t want to be bothersome.
What you are doing is reminding the prospect that you have attempted contacting them with no luck. Ironically this will be the email that will likely get you a response.
The reason for that is because often, the prospects you are reaching out to are too tied up to get back to you although they do want to speak with you. They were able to hear your voicemails and read your emails but they were just too busy to get back in touch. But your efforts did not go to waste because those voicemails and emails created a positive perception and left a lasting impression. They were interested in talking to you all along, but they were relying on you to do what an average salesperson does and keep trying to reaching out. The goal here is to not be the average salesperson, and to stick out from the herd. And if you followed these steps you likely have now gotten in touch with them and you don’t have to keep wasting your efforts trying to get even an email or call back.
Work the company, not the prospect
This approach can differ depending on the situation. Say for instance you have multiple people at a company that are the decision makers. You will want to reach out to every single one of them if possible. This increases your chances of getting in touch with someone, but increasing your connect rate will trickle down and increase your closing rate.
Before you even try reaching out to anyone at this company, you should do your research and find out who the best people to speak with will be and what their duties are within the organization. This will ensure that you are reaching out to the correct personnel.
It is key to build a relationship with as many people within the organization as possible. The more personable you are with prospects, the more you will understand them and their needs, and the higher the chances are of you closing the deal.
Don’t get discouraged!
This is a numbers game. There are countless reasons why you may not be able to connect with prospects. Some people are just too busy to even know that they have a problem they need fixed, let alone pick up the phone or read an email. Salespeople tend to give up too soon, sometimes very early on. There are multiple reasons for this as well. Sometimes having the wrong approach is why. Often times, salespeople give up because they have a fear of rejection. This can be detrimental to a salesperson’s success and ultimately the company’s success if the right people and right approaches are not implemented. Either way, it is the salesperson’s duty to be professional and pleasantly persistent, but the approach and guidelines they are given to follow have to be efficient and effective.
Most salespeople are given quotas, but if you happen to not have a quota set for you, set one for yourself. You need goals to strive for! Do the math and figure out how many prospects you have to get in touch with to hit that quota. Set goals like sending out a certain number of emails, making a certain amount of phone calls, setting up a certain number of meetings, etc. Make sure you know what it is going to take for you to hit your goals. Most importantly, keep a positive attitude and stay persistent!