The Most Overlooked Digital Prospecting Method
Step 1: Provocation
Here is an example from the managed print services industry. Managed print services is mostly a cost-savings opportunity for owners of large fleets of office copiers and printers. However, breaking into a cost-reduction discussion is problematic.
Most managed print service sellers (among others) are bombarding the potential buying market with messaging focusing on one issue: Cost reduction. It's a non-starter.
However, one client I work with uses a clever approach to sparking conversations. He warns prospects about an issue they don't know about — but should.
Data security. Avoiding data breaches. Here is the approach template:
Subject: How secure are your printers?
Hi, [first name] ...
Real quick — how secure are your copiers and printers at XYZ LLC? Did you hear about the Illinois law firm — sued because the janitor removed hard drives? He walked-away with hundreds of thousands of documents.
Are you doing everything possible to mitigate your risk?
I don't pretend to know your situation, but I'm curious. How are you managing security of your printers/copiers at XYZ LLC?
Thanks for considering, [first name],
Don't Follow the 'Social Selling' Pack
Giving first without expectation often results in wasted time and lack of leads. There. I said it. Nobody wants your whitepaper or e-book. And nobody wants to receive your long, self-centered email soliciting their business.
You know that. So stop sending these messages.
By structuring conversations to help customers understand why they want to talk they'll trust, engage deeply and consider buying from you.
Starting the conversation is often the most difficult prospecting challenge. And that's why this methodology works.
Buyers are primed for uber-short, pithy conversation-starting emails. Yes, from strangers.
Remember: Buyers buy for their own reason, not yours. So the more you help potential customers realize their own reason for talking the faster they will self-qualify themselves for you.