Credit: Sarah Bugden
What caught my eye on this post was the framework of condensing “time to meeting”. In other words, increasing the amount of touches across different channels in a given timeframe.
The message in this process can be simple.
I started experimented more with shortened messaging and have been seeing some promising results.
This week I wanted to share what’s been working for me and something that you can apply in your day to day:
It’s worth noting that there are most likely, if not definitely, nuances in what you and I sell. As I always say, there is no magic bullet. Simply tools in a toolbox.
Treating Emails Like Tweets (X Posts)
One of the things that I’ve noticed with communication via email or social is the constant need to be “proper”. Correct formatting, proper grammar, introductions, etc.
How do I cut out the fluff?
No “hope your week is going well” (Because you know they know we don’t care)
Leaving out the “Hi or Hey”
Sometimes I go as far as not using a title (just leave it blank)
Just type and press “send” - with or without the typos
As long as the value in the message is getting across, that’s all that matters.
Why does this seem to be working?
Pattern interrupting, ie a way to break someone’s typical habits.
Think about every sales email you receive. It takes you less than a second to recognize it’s a pitch. However, if it doesn’t have the characteristics that I’m mentioning above, that radar doesn’t go off. The prospect or recipient is more likely to read and ultimately get the message vs. getting a sentence in then hitting “delete.”
Jen Allen, aka “DemandJen”, discussed this concept of breaking through the mental spam filter at a recent RevGenius event.
If you don’t believe me, take it from these guys
Credit: Salesxsaas
Credit: BeautyofSaaS
No More Than 4 Sentences
Credit: TechSalesGuy and FlorinTatulea
Florin Tatulea uses a 4 sentence framework for his cold outreach. It’s a framework in approaching a way to construct a simple message. You can check out more of his frameworks in his substack here. Candidly, I don’t do this all the time but I’ve found it’s been helpful.
There is something visually appealing about seeing four sentences spread out vs packed into one paragraph. It’s not only easier to read, it’ll be much easier to digest because a prospect will most likely be looking at their mobile when they get it.
Ask if they want more info, NOT a meeting
It’s worth noting that you’re starting off a relationship. Even more so, every prospect knows that you’re fishing for a meeting. They don’t have time and they won’t make the time unless they see value in doing so.
Start a relationship and provide an avenue for a low barrier to commit.
My typical cadence is a LinkedIn invite, for which I use Octopus CRM, to scale. If you have an outreach platform that does this out of the box (ie SalesLoft), use that.
Make it super easy for a prospect to commit to a next step.
I’ve been using a couple of lines with this type of structure via LinkedIn (after my invite is accepted).
The structure is as follows:
“Thanks for connecting.
We’re working with (xyz) company (this can be a competitor, industry, etc.) on (super specific use case, cross reference persona matrix). My team has helped them get to (ideal state).
Do you want me to send over more info?”
*Play around with the structure or add/subtract how you see fit. I have gotten more responses via LinkedIn vs email. Once accepted in LI, responses tend to be faster.
*I’ve seen this working exceptionally well with expand/growth motions, which I focus on.
If Yes, Send Over Loom Video
If they agree to learn more, which is a very low commitment, I send over a Loom video.
The Loom video will quickly highlight the use case with stats and then a high level of what we provide. Keep the video to no more than 60 - 90 seconds. Make sure that you DON’T open with the offering, open with the solution first.
If they say “no”, then I follow up via email and call. If it’s a high value prospect - I’ll send a Loom video via email.
***Although I’ve been seeing success with this, the data points are limited. Nonetheless, it could be something that can work for you.
Thought it’d be worth sharing the traction and I’ll certainly be scaling it. I’ll update this article with footnotes highlighting progress.
Hope this helps as we wrap up the year.
If you have any questions let me know.
As always, thanks for reading and see you all next week.
-Andrew K