Hi Chris, happy to connect! We are an internationally recognised InsureTech which increases digital sales of insurance by 150%, automates support, renewal, claims, and more through Robo-advisor, through conversational AI chatbots and voicebots. We also help in automating customer support and contact center through… (etc.). Can we get on a call to evaluate synergies?
I find Inmails and messages like this in my inbox every day. It feels that LinkedIn is increasingly becoming an advertising platform for fast and inexpensive marketing, rather than a professional network that connects people with each other and offers the opportunity for exchange of ideas and thoughts. Do you feel the same? Don't get me wrong. I love LinkedIn as a tool to start the sales process and it is a great tool to connect salespeople to potential prospects, but let's be honest: 90% of advertising emails, job offers and sales pitches are simply not professional and unnecessary. It seems quantity is coming before quality. Promoting basic information before real values that can attract the individual.
The level in which these messages are not professional and ineffective can be seen if we “translate” the style and content structure of these standard messages 1:1 to other communication formats. For example, how would such messages sound, if they were sent on a dating platform. Here are some possible examples:
Thanks for the connection :) Today I want to share with you hot insights about me. Last August I uploaded a spontaneous video I shot in my living room. The video received 8,000 views and brought 40 dates. Out of these dates I generated 2 solid relationships and some one night stands. Want to set up a phone call to hear more?
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Hi, thank you for the connection. Shall we arrange a quick call in your free time and discuss how we can become a couple?
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Dear Madam, greetings from Tel Aviv. I am a trusted and experienced single. I am an expert in building relationships, I have a good and safe job, a car and a house. I am a good listener, good kisser and have a lot of experience in family planning and family expansions. You can check out my experience with testimonials from my previous relationships on my website - https://www.TheBestSingleYouCanFindIn.Israel. If you are interested in me, just mention what you liked most about me and I will send you an affordable quotation with time slots I am available for you. I look forward to hearing from you.
If we want to have results we never had before, we need to start doing things we never did before! Because if we do what everybody else is doing, we will get the results everybody else is getting.
Humor aside: I can’t think of anyone who would dare to send such messages looking for a life partner. However. When looking for a business partner, most do exactly that. Why? Where is the logic? Why do most sales and marketing professionals forget that we are dealing with people when it comes to business?
I know it is much easier to send numerous standardized emails and hope that someone will respond, rather than using real targeted campaigns. But let's be honest, when was the last time you received such an email and said to yourself: "Wow, that's awesome. I have to take a closer look. That's exactly what I need and want!” I personally can't remember such a case, do you? If you can't remember, what do you think your customers feel about this question?
Here are 5 easy-to-implement tips that will help you book more discovery calls and demos in less time.
Do your Research Well before you Shoot -
Understand that your offer is not necessarily important for every company in your field or interesting for every employee just because they are a part of your general target group. It is essential to know what kind of leadership style the company has, how they work and what culture specialties exist in their country. Therefore, do your homework and check out which company has a real need and which person is the best contact person or at least the most relevant to be a door opener for you.
Keep it Short and Simple -
Keep your first emails short. Use between 70 to maximum 90 words for the body text and find a catching subject. This way your email doesn't seem too short to appear as unimportant, and not too long to be considered as annoying to read. In addition, you show that you know how to show respect to the prospect's time.
Separate between Person and Position -
Every decision is made by a person, not their position. Therefore, you should first gain sympathy and trust before offering a deal. You can gain great sympathy when you show interest in your counterpart as a person, their position in the company and the challenges they have to face. A great starter is to refer to shared contacts, common interests, or posts, comments and publications that they have recently posted.
Interest before Offer -
Instead of having an “evaluation talk”, ask your prospects for a chat to learn more about their perspective on a certain topic. Once they feel their opinion is being taken seriously, they will give you more important information, than they would do in a sales meeting. In such a setting it will be easier to instill new ideas, by asking questions that will obviously lead back to your product.
A Product Experience is More than a Demo -
Demos are essential to the sales process. Nevertheless, the word demo has a bitter-sweet taste. Our subconscious associates the word demo with the process of how a solution can look like, without really knowing whether it really works in real life. To avoid this negative association, invite your prospect to a digital journey. “Let me show you how it will look in your case” sounds much more positive then “Lets book a demo”.
I know from experience that it is not easy to convert old processes into successful journeys. It takes courage, a deep breath and a lot of control to recognize and change the mistakes that still exist. However, it will pay off in the end. You will see that your contact requests are answered much more often and much more positive than those of your competitors. Always try to keep in mind that, you not only have to stand out from your direct competitors, but also from all the other sales pitches that your prospect receives during the day. All this, besides the projects they are working on and that will always get a higher priority for them than a new offer.
If you find my tips valuable but still don't know exactly how to change your cold calling/mailing, I’m inviting you to write me an email and you will get a training session free of charge - how to take your specific challenge and form together a path to success. My email is: chris@forty-two.digital