Lead Generation isn't just the marketing team's responsibility anymore. Today's top salespeople are using the latest strategies for social media, email marketing and lead nurturing to fill their pipeline and generate appointments. In this recorded webinar, you'll learn how to become your own "micro-marketer" and create a lead generation machine that delivers a steady flow of qualified leads to you.
In the movie Batman Forever, Bruce Wayne didn't just show us how to save Gotham City--he also showed us how to sell to board room executives. In the video below, Edward Nigma (later know as The Riddler) was trying to sell Bruce on his concept for a new type of television. Watch the video and pay close attention to the missed opportunity. Then keep reading to learn how to sell like Batman.
Most salespeople dread the idea of cold calling so it can often help to send a pre-call letter or email. We have tested literally hundreds of different email formats--some with long copy and some with only 1 sentence. Here are 5 rules to think about when creating your pre-call email campaigns:
1. Avoid being self-promotional
You may think the purpose of a pre-call email is to educate the prospect about your company and services. It's not. Overly-promotional messages which simply sound like spam only serve to create anxiety for the prospect. Oftentimes the less you say about yourself the more a prospect wants to talk to you.
2. Create familiarity in the messages
Instead of telling a prospect about your company, tell him what you know about his company or industry. Do you know about a trend or current challenge? Are you working with similar companies? If so, let him know in the first sentence of your email.
Last week, I got a call from a salesperson who had participated in a recent workshop of mine. He was telling me about a "hot" prospect he had met with over a month ago who had suddenly turned cold.
Here's the story. He had a great first meeting with the prospect. His solution was well-received and the prospect even had the budget to pay for it. After the meeting, the prospect told him to follow up in a few days. Early the following week, he followed up and left a voice mail for the prospect. He called again the next day and left another message. And another. Then he tried sending an email but was frustrated when there was still no response. Now a month has gone by and all he has gained is a better relationship with the prospect's voice mail system.
Every salesperson has had this happen countless times. You may have even learned to "beware of an easy prospect." But when a prospect stops responding to your follow-up efforts, what should you do? As a long-term strategy, I recommend creating a lead nurturing system. For the short term, here are a few other suggestions:
Over the past several years, email has been one of the best lead generation tools I’ve used for making sales. However, the problem with the emails that most salespeople send is that they all tend to resemble SPAM. Do away with generic sales messages and never email a brochure or marketing piece to a cold prospect!
While there are numerous times you can use email for lead generation, I've found there are 4 key points in the sales process where I use it most: