Email Prospecting Strategies for Hard-to-Reach Executives w/ @KendraLeeKLA for @datadotcom
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Transcript of Email Prospecting Strategies for Hard-to-Reach Executives w/ @KendraLeeKLA for @datadotcom
Copyright ©2012 by KLA Group, LLC. v2.3. www.klagroup.com
Email Prospecting Strategies for Hard-to-Reach Executives
Kendra LeePresident
Kendra Lee & KLA Group
President and Founder, KLA Group
Celebrating sales excellence since 1995
Helping organizations get more customers through:
– Lead generation
– Prospecting
– Hiring great sales people
20+ years sales executive, manager & rep experience
Author, award winning Selling Against the Goal
Specializing in:
Midmarket companies
The IT industry
2
[email protected]+1 303.741.6636www.klagroup.com
Copyright ©2012 by KLA Group, LLC. v2.3. www.klagroup.com
Ask your questions via Twitter
Tweet: @datadotcom #jigsawcontacts
Via The Corner! bit.ly/TL10-3-12
Or in the Question’s box on your screen
Copyright ©2012 by KLA Group, LLC. v2.3. www.klagroup.com
…
Bad email example
Copyright ©2012 by KLA Group, LLC. v2.3. www.klagroup.com
Hi Kendra,
It has been awhile since we have talked with you so I thought I would send you our information as well as our website address to remind you of all we do. www.appointmentsetting.com
Hope things are going well for you; look forward to hearing back from you.
Appointment Setting Inc (ASI) is a business development and customer acquisition firm providing Demand Generation and Channel Development programs. We work with numerous Industries along with those mentioned below.
We help our clients get in front of more closable opportunities by providing qualified lead generation services.
EXPERIENCE:In technology, we’ve focused on backup/disaster recovery (BDR), Managed Services, Security, Virtualization, Consolidation, Hardware/Software solutions and other technologies working with companies such as Zenith Infotech, ConnectWise, Iron Mountain, Tandberg, IBM, HP, Red Hat, Avnet, Packet Design and hundreds of their partners.
In healthcare, we’ve focused on Electronic Medical Records (EMR) and long term care working with companies such as gloStream, Accu-Med, Vocollect Healthcare, Harmony Healthcare IT, ChartLinks, SynergyCare, Millennium Pharmacy Systems and more.
If you are a Zenith partner, send email to [email protected] with the geography you are located in and schedule a few minutes to find out why hundreds of partners have used our services over the past 4 years.
I would like to discuss how we could provide a very efficient, cost-effective, scalable and predictable process to grow your business.
You may contact me anytime regarding this information.
Regards,Dick
What not to mention
1. Solution talk
2. Everything your company does
3. Multiple trigger events
4. More than two references
5. Discounts or specials
Copyright ©2012 by KLA Group, LLC. v2.3. www.klagroup.com
Create an email message that grabs
the executive
Copyright ©2012 by KLA Group, LLC. v2.3. www.klagroup.com
What’s the issue that’s at the top of their value curve?
Copyright ©2012 by KLA Group, LLC. v2.3. www.klagroup.com
The executive value curve
Copyright ©2012 by KLA Group, LLC. v2.3. www.klagroup.com
TIME
VA
LUE
Delegated priority
Emerging priority
Critical priority
Find critical or emerging priorities
Copyright ©2012 by KLA Group, LLC. v2.3. www.klagroup.com
Use a trigger event
What it is Impacts the business significantly
An issue or opportunity
Examples Security breach in a competitor
Margin pressures
High staff turnover
Acquisitions in the industry
Government regulation, such as HIPAA
Copyright ©2012 by KLA Group, LLC. v2.3. www.klagroup.com
Four-step formula to access
+ +Trigger Event Value Offer Call to Action
+
Copyright ©2012 by KLA Group, LLC. v2.3. www.klagroup.com
Overhauled: Add the executive’s perspective
Copyright ©2012 by KLA Group, LLC. v2.3. www.klagroup.com
Subject: BDR lead generation
Hi Kendra,
Backup and disaster recovery is critical for your clients, but identifying new prospects can be a challenge because they often haven’t thought about it.
We’re helping clients such as Zenith InfoTech and Packet Design to find new back-up and disaster recovery prospects in a very efficient, cost-effective, scalable way that’s growing their market share.
I have some ideas about how you can raise your target market’s awareness about the importance of backup and disaster recovery and generate new leads. By chance are you open Thursday at 11:00am ET for us to talk?
Let me know. I look forward to your reply!
Best regards,Dick
Keep it short and sweet for mobile phones
1. Make it feel personal Relevant subject line
Trigger event in first sentence
2. Keep it short 3 brief paragraphs
Under 100 words or less
Limit signature line length
3. Make it easy No graphics so loads quickly
Include a call to action
Offer to send a calendar invitation
Copyright ©2012 by KLA Group, LLC. v2.3. www.klagroup.com
Copyright ©2012 by KLA Group, LLC. v2.3. www.klagroup.com
Developing an Executable Lead Generation Strategy
Create a 6-month lead generation strategy to attract qualified leads Plan activities and launch strategy
Outline key messages and offers
Determine the number of leads you need
Identify top two best-odds target markets
Includes tools, learning guide, recordings and expert review of your strategy
4 live virtual training sessions to make you an expert
Starts Oct 4
Your Target Market
Copyright ©2012 by KLA Group, LLC. v2.3. www.klagroup.com
Creating Compelling Lead Generation Content
Write content you can start using immediately: Write email campaigns prospects will respond to
Write a direct mail letter to catch prospects’ attention
Craft social media comments that engage new contacts
Design an event your target market can’t wait to attend
Choose offers that will draw new prospects in
Includes tools, samples, learning guide, recordings and expert review of your content
8 live virtual training sessions
Begins Oct. 25
Save 40% Coupon Code:LGC40
Find us anytime:
@datadotcom
/datadotcom
Share your thoughts with us onThe Corner!bit.ly/CornerEvents
Copyright ©2012 by KLA Group, LLC. v2.3. www.klagroup.com 18
Starting Oct. 4:• Developing an Executable Lead Generation
Strategy Master Series, 4 sessions• Creating Compelling Lead Generation Content
Master Series, 8 sessions
Details & register: www.klagroup.com
Connect:Kendra Lee, PresidentKLA [email protected]+1 303.741.6636www.klagroup.com (free weekly sales tip)
Kendra LeeKendraLeeKLAKLA Group
Questions:bit.ly/CornerEvents
Thank you for coming!
Copyright ©2012 by KLA Group, LLC. v2.3. www.klagroup.com
Kendra Lee, PresidentKLA [email protected]+1 303.741.6636www.klagroup.com
Kendra LeeKendraLeeKLAKLA Group