Ever wondered how many touches it really takes to convert a prospect? Most of the data suggests that anywhere between seven and twelve touches are effective, with diminishing returns after twelve. But what do these touches look like?
Ineffective Outreach Tactics
We often resort to a "spray and pray" approach, bombarding prospects in an attempt to grab their attention. However, without providing new information or insider value, we're essentially training them to ignore us.
More Effective Outreach Tactics
A better strategy involves preparing by identifying common issues, problems, roles, or trigger events among a targeted group. For instance, many businesses are bogged down by multiple tools in different places, consuming time that could be better spent on communication and outreach. This impedes productivity and hinders the onboarding of new hires, who require extra time to familiarize themselves with multiple tools.
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Crafting Compelling Messaging:
I recently presented on this topic and emphasized six key questions to address in outreach efforts. Here are the first two:
1. Why Change? Disrupt their status quo by presenting new data and insights they may not have fully thought about. For instance, show how using multiple tools causes inefficiency and errors.
2. Why Now? Emphasize the urgency of taking action, especially during a recession. Try referencing studies like the Harvard Business Review on recession strategies to show the benefits of smart spending and calculated risks.
By addressing these crucial questions, you can significantly bolster the case for change within an organization. For instance, presenting a detailed case study of a customer who effectively streamlined their tools and witnessed a substantial productivity improvement can deliver a powerful message to stakeholders. Furthermore, supplementing this with relevant data, such as the amount of time and resources saved, can further enhance and solidify your argument for change.
This approach not only enlightens your audience about the need for change but also guides them toward the most effective strategies for achieving it.
Think about your messaging from the perspective of disrupting their current thinking and showing clear benefits.
What strategies have you found effective in your outreach?
We'd love to hear your thoughts and experiences in the comments below! Sharing your insights cannot only help others in the community but also provide you with an opportunity to learn from different perspectives and improve your own outreach tactics.
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