As we begin outreach campaigns for our clients to reach out new prospects, we make use of tons of resources in our arsenal (like templates, softwares, scripts, copywriting frameworks, etc.) to get results.
At a high level, we use a combination of the 3 strategies below which we have found to work time and again, that gets meetings, appointments and calls booked with new prospects on a consistent basis.
Strategy #1: The Shot-Gun Technique
Just as the name suggests, this is a plain direct way of pitching your product/service to new people.
But, we don’t just say “Hey, I am X, here’s my product Y, would you be my customer?”
That type of stuff used to work 30 years ago, but not anymore.
So instead, we use proven copywriting principles in our outreach messages, which makes people hooked and interested.
For eg: we do several things:
- Share case studies
- Show recent client results
- Explain the most common pain points
- Show images, videos, demos, etc.
- Highlight why your company is different from the competition and the key USPs
- Highlight the Before v/s After scenario
Strategy #2: Start a Conversation Technique
Nobody likes being sold to, but we as humans LOVE to talk and have conversations with new people.
So, with this strategy, we simply engage with prospects and start a conversation.
Maybe it’s about their work, their company, a recent event, common cause, their website, etc. We further “cook” them up, meaning — ask more questions, dig further, nurture them, etc.
The whole idea is — If you engage in a warm conversation, the prospect is much more likely to jump on a call with you, know about your business, and become your customer.
Strategy #3: The Center-of-the-Stage (COS) Technique
When done correctly, this technique works like magic.
With one of our clients, we were able to get 28 meetings in just 1 month. Read that again, that’s not a typo.
So, what is this technique all about?
What we do here, is outreach to people with the goal of featuring them for an interview or promoting them for an article.
So, it might look like this –
I’ve been looking to interview some experts in X domain (e.g. HR) for an article on Y (Y is related to your product), which talks about Z (Z is actually the service you offer), and so wanted to reach out.
Would you be interested in quickly talking about it?”
Here’s an example — Let’s say a company offers mental health solutions to HR professionals that helps to track employee happiness, build a positive environment, and productive work culture.
So here’s how we would apply the COS technique –
I’ve been looking to interview you for one of our company articles for our upcoming review on how top leaders like yourself approach wellbeing and employee empowerment in the wake of a global pandemic.
The chosen topic is “Wellbeing and happiness at work”.
Would you be open for a quick chat?”
This gets them booked on the meeting call.
“But Tom, aren’t they booking the call because of the interview, and not because they want to be my customer?”
You are absolutely right. They are getting on the call for the interview, but what do you think typically happens on that call?
Take 10 seconds. Just try to imagine it visually. What happens when you meet a business acquaintance for the first time?
That’s right. You WANT to know about the person’s company, products, services, etc. You ask them everything to understand it.
And that’s exactly what happens on the call as well. Asking for an interview gets them booked for the call.
But remember, on the call, you are allowed to do ANYTHING. You can sell. You can pitch. You can talk about your company, how it is different, pricing, etc.
Btw, isn’t this exactly how you usually talk with new prospects for the first time as well?
Let me show you. Here’s how that meeting call/video typically goes –
- 30% of the time — Exchanging questions as part of the interview
- 70% of the time — Prospect WANTING to know about your product and services
In fact, with this technique, it’s not even like a client-vendor relationship. Instead, when the prospect is on the call with you, they WANT to know about your company, what you sell, and if there is an opportunity it can help them
The best thing about this technique is that it fulfils so many things:
- It puts them as the center-of-the-stage and makes them feel super important (which people LOVE)
- It makes you the EXPERT in your domain
- It turns you from a stranger to a warm relationship
- It elevates your credibility and builds huge trust with the prospect (we do business with people whom we TRUST, so by doing this prospects already trust you)
- It gives you power to control the call. How many times have you been on the call where you are “convincing” the prospect to become your customer? This technique totally eliminates this, since you are asking them questions, you are having total control to steer the conversation in whatever direction you like
- Ultimately, it makes the prospect WANT to be your customer
One More Thing….
Not every meeting/call you get will be effective….not every meeting/call you get will be relevant…not every meeting/call you attend will be with the right person.
And that’s OK!
You know how a smart investor does his investments, right? He does the Portfolio Principle.
Meaning, he says, “Out of the 10 companies I have invested in, 7 might fail, 2 could do well, and then there will be 1 which will give me rockstar returns”
That 1 rockstar would make up for ALL the rest of it.
That’s exactly how the meetings/calls will go too. So, keep reminding yourself of the Portfolio Principle at all times.
So, there you go. These are broadly the strategies we use for booking calls and meetings.