How to Reach Decision Makers

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How to Reach Decision Makers

Since March, the Covid-19 pandemic has forced many business professionals to work from their home offices.  I have experienced an exponential increase in unsolicited marketing emails and LinkedIn connection requests.  Have you?

I wish I could say it has been a welcome experience, but there seems to be a common thread in most ALL these messages.

They tell me they are going to HELP me. 

  1. This is 100% presumptive that they know anything about my business since it is a cold call and we have no relationship.
  2. They have not established their own credibility as a potential source.
  3. Busy, successful people have a healthy amount of experience mixed with a bit of ego.  Even my dream team of mentors like Peter Diamandis or Richard Branson do not begin the first meetings by telling people they have the solutions. 

Good news is that there is a simple fix to this messaging dilemma.  Run and A / B test with your cold call messaging by reframing the presumption you can help them.  Instead, key in on your core differentiation and value proposition with a question.

Actual Message

I reviewed your website and although it was wonderful, I see it is not key word optimized and we can help you increase traffic.

Alternate Approach

Hello, if your company is interested in key word optimization on your website, we specialize in traffic and conversions.  I am happy to send over case studies.  Our site is www.seotrafficsample.com

A different, long term approach to relationship building with decision makers includes the following:

  1. Join Industry Groups on LinkedIn and Facebook and actively comment and provide information.  Emerge as a thought leader and stay in touch with the competition to refine your points of differentiation.
  2. Conduct surveys with 3 – 5 questions to gather real information about your customer needs.  Offer a gift to charity for each one completed.  People will spend their time if it has a higher purpose.  For instance, I donated $1 per survey completed to an entrepreneurial organization called Working Women of Tampa Bay.  We raised $100 and the proceeds helped a local business survive during the pandemic.
  3. Give before you ask to receive!  Get your company to authorize 3 complimentary services for struggling businesses.  Then you actually have something to offer to get the attention of potential clients.  The benefits are amazing when you post about looking for businesses that need X, Y or Z (your expertise).

In closing (pun intended), please use discretion with the number of follow up emails you send.  I received 12 from one vendor before I finally responded.  My negative impression of him and his brand will not go away.  I realize that cold calling and canned messages net some results, but I am speaking up for the voices you do not hear back from that are not impressed by overly familiar, presumptive, too frequent messages.  You are valuable, important and have something amazing to offer. Flip the script and give, listen, and respect first.  Ask for the appointment once you have established rapport.

Here’s to your success,

Theo

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