Tactical Selling

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My 4-step framework to consistently get a 38% reply rate

In 2021, I have managed to reach and maintain a 38% reply rate with my cold outreach. I have built a system to help me structure my prospecting routine and a key part of it is the copy I use in my touchpoints.

Here’s a framework I use all the time for asynchronous touchpoints.

Trigger

I start by finding a relevant piece of information about my prospect. It’s called a trigger and it helps prospects answer the question: “Did this person do some research about my problems?”

Here’s a list of my top 3 triggers:

  • Like/comment on a post
  • LinkedIn Event attendance
  • Profile view

When I have found a relevant trigger, I reference it as the reason for my outreach.

For example: “Hey Mary, noticed you also liked Heather’s post about boring hybrid events.”

Question

Now that I have the attention of my prospects, I want to get them to reflect on a potential problem they have.

A good way to do that is to use an “away” question. It’s a question focused on the negative outcome of a situation.

It starts with snippets like: “How are you preventing/avoiding”, “What are you doing to avoid/prevent”.

For example: “How are you avoiding boring people to death with boring hybrid events?”

Teaser

If my prospects face the problem I mention, they will be interested in reading further.

That’s when I try to enable the Netflix effect.

Ever wondered why you keep binge-watching series on Netflix? It’s because they finish episodes with a cliffhanger. They create a tense situation and cut the episode right before the tension is dissipated.

You want to use the same tactic to get people curious to know more.

Call-To-Action

Finally, I propose a simple CTA to satisfy my prospects’ curiosity.

Note that I’m not asking complicated questions or proposing to meet. I’m not dropping a calendar link either.

I just asked a close-ended question.

For example: “Interested?”

Here’s an alternative example:

Asynchronous touchpoint template

It’s really that simple.

So in summary:

  1. Find a relevant trigger and mention it
  2. Ask an away question
  3. Tease a resource related to the problem
  4. Ask if they are interested.

I would love to see how you adapt this framework to your prospects. Feel free to reply to this email with your version.

Cheers,
Thibaut
P.S. When you’re ready, here are 3 ways I can help you.

→ Grab my 5-star course, The New Outreach System: How I use LinkedIn to get a 38% reply rate and an 11% meeting rate. Buy it here.

→Work 1:1 with me:
 If you need help booking more meetings, I can help you. We’ll go through your current situation and what’s not working. We’ll build an action plan to land you more meetings and more money in your pocket. Book me here.

→ Grab my course, The T-shaped Sales Development Program: This is the most comprehensive course I have about sales development. You’ll learn everything from optimizing your LinkedIn profile for sales to finding hot prospects, and running discovery calls Buy it here.
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