Are you struggling to generate leads? Watch our webinar to learn an effective cold outreach process, write good emails, and get more leads.
One of the main tasks in business development is lead generation. This is also one of the most stressful activities for business development professionals. We face rejection or we get a “silent treatment” from the people we try to contact.
There are many reasons why this happens. One reason is that they don’t contact the right person. Another reason is that their messages don’t inspire others to take action.
Cold outreach is an effective tactic to find clients. However, when not done properly it results in a big waste of time and we don’t get any results.
To help you improve your cold outreach process, we invited Jan Van Musscher. Jan is the founder of ColdAgency. ColdAgency provides offer & script creation, list building, and sales automation. Their goal is to help businesses find their ideal customers.
The webinar offers practical tips and strategies you can use for your cold email outreach. You’ll see real-life examples of bad and good email messages. These tips will help you in your day-to-day work. You’ll learn how to write effective emails that grow your business.
If you need some help with your cold-outreach process, check out the cold outreach boot camp.
Key takeaways from the cold outreach webinar
Jan shared his process to maximize the results of your cold outreach process. These are the main takeaways to increase results from your cold outreach efforts:
1 – Identify your target audience before the cold outreach process
Before you send cold emails to others, make sure you gather more information about the company and the person you are contacting. Consider running customer research to create your buyer persona and facilitate the process.
Once you have this information, understand what your goals are. Identify their hopes and dreams, pains and fears, barriers and uncertainties. You will use this info to craft an interesting and catchy ice-breaker in your cold emails.
2 – Build your offer
The next step to effective cold emails is making your offer. But, in Jan’s words, most offers suck. They tend to overpromise and underdeliver. Also, most offers are too wordy and, people tend to use a lot of jargon. You should avoid this. So, your offer should be direct, honest, and to the point.
When you write your offer, be specific on what outcome your customers can expect. For example, if you provide training for them, specify how your training will help them achieve their goals.
To make an attractive offer, it’s also important to have a track record and mention some of your previous customers. In this way, your readers will see more value in your services and they’ll trust you more. But, sometimes businesses lack a track record especially if you work for a young startup.
In this case, you can use a guarantee for example you can offer to pay only if you reach certain results with your services. To build your guarantee, think about what’s your competitive advantage and use your strength to convince people to work with you.
3 – Choose the right medium
After you’ve identified your target audience and offer, the next step is to choose a medium. You want to find the right medium for your offer to your target audience.
Cold emails and LinkedIn are two examples. Many people say that email doesn’t work anymore. But, this isn’t true. With the right message, email can be a wonderful medium to use.
When you’re writing, be confident. Avoid using certain things, for example, don’t use “I” too much. Instead of saying “I imagine you’re busy”, say things like “Are you meeting your BD goals?”
This is more relevant to the person you’re sending the message to. It’s more personalized. It shows your concern about their potential problems. Then, you highlight the ways you can help them out.
Also, in your message, don’t ask for a phone call right away. You don’t want to be too pushy. Wait for them to show their interest after you’ve made your offer. When they reply, they’ll be interested in having more information. By following these tips, you’ll ensure that your cold outreach process is efficient and effective.
As you now know, there are many components to a successful cold outreach message. This approach doesn’t guarantee you, customers. But, you’re more likely to receive positive responses to your offer. It’s a more direct and effective way to gain new ones and work towards generating more revenue.
With Jan’s specific steps, you can write a cold outreach message that works. From now on, your leads won’t ignore your emails. So, use this guide when writing your next emails and messages.
To make it easier for you to navigate business development, we created The BD School:
The first platform is entirely dedicated to business development.
Our mission is to help ambitious BD pros and companies acquire the skills they need to be successful in their job.
If you’re looking for a complete course to help you advance your career, check out our Business Development Course.
And if you manage a business development team and need help making them more effective, visit our tailored business development training.
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