The tactic I’m about to share is not only for sales and business development professionals; it’s a unique strategy that can literally be used to start an email dialogue with anyone who has an online presence.
One of the most important things in writing an effective cold email is to keep it short. However, communicating all the things necessary to elicit a response in 3-4 sentences can be extremely challenging. One way I’ve been able to overcome this and start dialogues with many c-level execs and big time entrepreneurs is by communicating my message in a more visually engaging format that’s easier to consume than text.
I’ve written about how to write effective cold emails before. The formula is simple:
Keep it short
Personalize it …
In the first part of this post, I shared how calling for a former employee can help you find a decision maker. Here’s a few other strategies to isolate the right contact at a large company.
Use Implicit Data on LinkedIn
Let’s revert back to the conundrum of there being 12 people in the marketing department and limited transparency to which one is responsible for your particular initiative. There’s a few places on a LinkedIn profile that contain implicit data from which you can draw conclusions.
The Skills and Expertise Section
The skills and expertise section contains granular endorsements (i.e. email marketing, social media, SEM). These can provide a strong indication what someone is responsible for at a particular company.
Say I was looking to …
Awhile back I wrote a post called Less Obvious Ways to Find A Decision Maker. I’ve discovered a few additional tactics since then that thought I’d share in a multi part post:
Call For Someone Who No Longer Works There
Calling into an 1000+ person company and asking the operator who manages a particular initiative (i.e. digital marketing) often results into getting routed to a department voicemail that never gets checked. Why you ask? Because you’re signaling that you’re a salesperson whose unfamiliar with the company. This is why it’s imperative to always have a name to call; it legitimizes yourself and compels people to take you seriously.
But Scott, there’s 18 marketing directors on LinkedIn and:
I don’t know which one is actually …
One of the first mistakes I made when I initially started doing BD was how’d I’d ask if someone if they were the decision maker.
“So X, would you say that you’re the decision maker for this.”
“Yes” was the answer I received 95% of the time. I’d say the number of actual decision makers I was talking too was probably closer to 50%. The incongruence emanated from the fact that I was asking all wrong.
Very few strangers have the authenticity to admit that they don’t hold much power:
“No, I’m actually just a minion to my overload boss.”
Of course someone is going to indicate they’re a decision making power when you flat out ask them. It’s like asking a parent if their …
Last week I found myself doing a bunch of cold calling into 1,000+ person companies so I thought I’d share some quick tips specifically on what not do when cold calling.
What Not to Do When Cold Calling from Scott Britton
A few key takeaways from this presentation:
The goal of a cold call is to set a meeting, not to sell them on the spot.
When you cold call someone, you’re probably interrupting their day. They person you’re talking to is not primed to be receptive to your pitch in this state. You only want to pitch someone when they’re ready to hear it and attentive. This is why the goal of an initial cold call should be to set a meeting.
Write out …
One of the greatest lessons I’ve learned over the past year is how powerful storytelling in sales can be.
I always try to incorporate stories when I’m describing a product for a few reasons:
When I’m communicating with a new acquaintance (especially when I’m pitching), I try to humanize myself as much as possible. One way to do this by making yourself more relatable. Bullet points and statistics are not relatable. A story about that crazy family member that always has a few too many beers at every family party is. Typically, the more we can relate to someone, the more we like them…and people buy from people they like. This is why I always try to supplement information with relatable narratives from my own life.
Prior to SinglePlatform, one of my biggest business development mistakes was failing to include a measure within my hitlist that allowed me to prioritize opportunities.
For those foreign to the concept, a hitlist (or pipeline) comprises of all of the companies that you could potentially partner with, sell to etc. It’s essentially a list of targets.
Inevitably there are going to be some target deals that move the needle for your company more than others. Doing a deal with Google, will probably make your company more valuable than doing a deal with a startup that may not be around in a year. Thus, as you build out your hitlist it’s important to be able to quantify how much value opportunities might drive …