Prospects make purchasing decisions based on 2 metrics:
To avoid "Pain" (problem in their process/business/life that personally effects the Prospect and can be resolved through your product/service)
To seek "Reward"
In our experience, the need to avoid pain has greater urgency than seeking reward. We are way more likely to purchase something regardless of cost if that product makes our life easier.
Before creating a drive it's more important to identify what pain your product/service resolves for your prospects.
Purpose and Goal of "Scan for Pain Drive"
Purpose: To engage with a new prospect by identifying pain
Goal: Get the prospect to reply and/or schedule a discovery call/intro meeting.
*This is fully adaptable to your business. Fill free to include/exclude number of steps, type of tasks, and days when executed*
First Manual Email
*Again, feel free to include/exclude content in these email templates to be personalized to you and your business. These are templates that have proven successful for us and our product/service*
*Depending on how personalized you decided to make this email it can also be automated*
We would choose to automate this message because it will save our rep time, and for the most part our leads are narrowed down to Decision Makers and Sales Leaders.
Automated example we would use here at Symbo:
Subject: Ten minutes to discuss how to improve prospecting efficiency?
Hey {{first_name}},
My name is John, I'm with Symbo. Our software helps sales teams prospect more effectively.
Most of the Sales Directors I speak with are frustrated with the amount of time sales reps waste doing manual tasks such as copying notes into their CRM or planning future prospecting activities, taking away from their actual time prospecting. This isn't happening with your teams though, right?
Best,
{{signature}}
Email Template:
Subject: [Short, Relevant, Not Misleading] {Ex: "Ten minutes to discuss [problem/pain you solve]"}
Hey {{first_name}},
My name is [Reps name], I'm with [company name]. [Optional: I noticed on your LinkedIn profile [what the rep noticed proving he is not a robot]]. [Insert what your company does (Think: pain your product/service solves that would intrigue the prospect)].
Most of the [Prospects position/title] I talk to [insert emotional word i.e. frustrated, anxious, exhausted, etc.] with [insert pain that you know your product/service can resolve]. [Disarming question: i.e. but this isn't you right?, etc.]
Best,
{{signature}}
First Phone Call
If you follow the email template pattern above, it serves as a great talk track. If they don't pick up leave a brief message.
Note: Don't use this as a script. Add your own personal touches so you don't sound like a robot.
Example we would use here at Symbo:
Rep: Hey {{first_name}}, it's John from Symbo. Does the name Symbo ring any bells?
Prospect: (If they read your email) "Yeah a little bit, not really though" (if they didn't read your email) "No, not really."
Rep: "[That's okay. Symbo is basically a sales engagement platform] or [Perfect, well you know Symbo is a sales engagement platform], but I know I'm calling out of the blue. Can I tell you the reason I called in 30 seconds, and you can decide if we should keep talking?"
Prospect: "Sure."
Rep: "Well most of the Sales Directors I speak with are exhausted with their sales reps wasting time doing manual work while prospecting, from copying handwritten notes to their CRM to spending hours a day scheduling future prospecting activities. But this isn't the case with your team, right?"
Prospect: Actually, yeah that does happen with my team..."
The Rep then goes on to schedule a discovery call.
Phone Call Template Example:
Rep: "Hey {{first_name}}, it's [Reps name and company they're with]. Does the name Symbo ring any bells?"
Prospect: "Yes" or "No"
Rep: [Handles response accordingly], [Acknowledge you are interrupting their day, ask for a second of their time, and let them know they can decide whether they would like to continue the conversation.]
Prospect: "Sure, go ahead" (In our experience, prospects almost always say yes. If they say no, perfect. No need wasting your time. Reach out later.)
Rep: [Reiterate that second paragraph from the first email regarding the pain that your product/service can resolve, along with the disarming question].
Prospect: "Yes" or "No"
Rep: "I know I said I would only take [amount of time you said you would take], {if "yes" then} "is it okay if we schedule a call on [insert date and time] so I can tell you more about [company name/product]" {if "no" then} Ask if you can take one more second before you hang up. (they usually say yes) [Insert another pain statement with disarming question like in the email, that your product/service resolves].
Prospect: "Yes" or "No"
Rep: {if "no" don't waste your time, there are other prospects out there} {if "yes" schedule a time to meet.}
Social Touches:
We suggest a LinkedIn "Follow" instead of a "Connect" because a connect gives the ability to instantly send a message to the prospect. How many times has a salesperson reached out to you via LinkedIn message? As soon as a salesperson connects with me I instantly think, "here's another sales guy trying to tell me how awesome his product is and how I need it."
To avoid this stigma, we opt for a Follow with a series of comments and likes of a prospects posts. (This should go without saying, but don't go and like/comment on old posts... that's just creepy haha.)
There are a variety of social techniques out there, but for the sake of keeping this doc short, I will leave it at that.
All Other Automated Emails
Note: When sending follow up emails it is always important to remember that the email should always provide value. Some bad examples include the use of words like; "just checking in...", "circling back...", "following up...", etc. These statements don't provide value and don't move a deal closer to being closed.
There is no perfect template that ensures a response! If there were, all SDR's would use them; prospects would get used to them; and they would stop working.
Basics when sending follow up emails: Because there is no perfect email template, just make sure they are concise, scannable, stand-alone, and relevant.
Example:
Subject: {{Same_as_first_email}}
Hey {{first_name}},
I work with [prospects position/title] to solve [pain 1], [pain 2], and [pain 3]. In fact, we recently helped [relevant company] produce [credible result]
Would you be open to a quick call to explore a mutual fit?
If so, let me know a couple times that work this week.
{{signature}}
Example when sending material:
Subject: {{same_as_first_email}}
{{first_name}},
I noticed you recently downloaded [Doc Name]. After reading this document [prospects position/title] like yourself sometimes realize that they need help with [problem you solve].
Did you have this reaction as well? Our company has helped the [prospects position/title] at companies like [relevant customer 1] and [relevant customer 2] solve this same problem.
If you would like to chat, please let me know a couple options that work.
{{signature}}
Final Email
Depending on your preference, and how many emails you incorporated in your drive, you can send a hard breakup email like the one below or wait for a period of time and then put them through another drive.
Subject: {{same_as_first_email}} or [New subject line for new email]
{{first_name}},
I don't want to be rude but I have been reaching out for weeks and this is starting to feel like a one-way conversation.
I've researched you and your company, I've called you 6 times, I've left messages, InMails... everything in my power. I KNOW [Company name] can be a game changer for {{account_name}}.
Even if you don't have time for a demo, can we at least chat so you can see why I'm being so persistent?
{{signature}}
If you are planning to reach out to them at a later date then any email that is structured in a way that provides value and outlines how your product/service can solve their pain will work.
**Strategies and techniques throughout this document is what works best for us and is influenced heavily by material published by ClozeLoop, Inc.**