Personalize Cold Outreach @ Scale
Sales is more of a science than it’s ever been - especially if you’re an SDR.
I won’t go down the rabbit hole of the “shotgun” or “spray and pray” approach, you’ve heard that from me before and I know you’ve heard it from your leadership (hopefully).
Simply put, it’s just not the move.
To see respectable and repeatable results in your cold outreach, you have a responsibility to personalize your message to the specific individual you’re reaching out to. Not only that, but you should want to personalize the message.
3 minutes of research is all it takes to find the information you need to drive home a personal message.
Here’s the exact research framework I’ve used for years:
The 3x3 Framework: 3 pieces of information on the person (1 piece), company (1 piece), and industry (1 piece) in 3 minutes.
Person - you should already being doing this! Go to Linkedin - read their ‘About Me’ section, look at work history (maybe you two worked at the same company at different times, or you’re working with one of their previous employers right now). Take a look at their endorsements, certifications, and recommendations.
Side Note: Compliment someone on their recommendations and you’ll see results. Flattery gets you place, that’s just the real. If you notice a theme in their recommendations, mention that.
Company - for most companies, you can leverage Linkedin as well. Which is convenient seeing as you’re already hanging out on one of their employee’s pages. Draw information from their recent Linkedin posts, employee count, recent hires, etc. If they aren’t active on Linkedin, check out their 10-k or financial reports on SEC.
Side Note: Assuming you have SalesNav, you can setup notifications at the account level to make sure you’re updated when you’re top accounts hire a new executive or post something important. Learn how to do that here.
Industry - keep this really simple. I’ll use this as a last resort if I can’t find anything good in #1 or #2. Simply google “top trends in manufacturing in 2022” — and you’ll find something worth mentioning. Don’t force anything here, if something jumps off the page and easily ties into something you learned in your first two minutes of research, plug it in. Don’t agonize over this step.
Question: What have you found to be the best tool for researching industries quickly? Let me know and I’ll share with the community.
Your initial question/reaction very well may be: Are you really expecting me to do this for every single person I reach out to?
That’s a fair question.
Answer: no, not at all.
However, for your Tier 1 Accounts - absolutely. They deserve your attention and manual work, and that effort will pay off big dividends.
Remember:
Tier 1 - 100% manual
Tier 2 - Blended (50% manual / 50 % automation)
Tier 3 - Heavy Automation
I understand your day gets unreasonably busy with prospecting, outreach, internal & external meetings, training, etc.
That makes it really tough to have enough time to personalize as much as you want to.
So, what do you do when you know you need to do something but simply don’t have the time?
You find a tool that supports your best practices. And that’s exactly what’s coming to you!
A friend of mine, Jan van Musscher is dropping an incredible cold outreach automation tool in February and all Daily Sales Rep subscribers get a heavy discount (woot woot)
Coldlist.io allows you to personalize your cold outreach in seconds. Simply upload a leads list to the platform and let the bots get to work! Listen to Jan explain it here and drop your email on his website to make sure you get early access.
Launch Date is Feb. 15th - I’ll circle back for anyone who wants to give a shot and take advantage of The DSR discount!
Happy Hunting folks 👋