When targeting an account outbound, leverage these three steps to ensure your efforts are effective and impactful:
1. Dig Deep: Go Low for Info
2. Find the Missing Pieces: Go Middle for Insights
3. Climb the Ladder: Go High for Influence
1. Dig Deep (Go Low for Info)
Start by targeting users and managers who can share insights about the business that you can’t find online. These individuals have hands-on experience and can provide valuable information about the company’s operations and challenges.
One effective email approach is:
“Hi [Name], I was thinking of reaching out to [Higher-up Name] but didn’t want to waste their time… do you have/do/work with [specific tool/process]?”
This increases your chances of connecting with more people and gathering essential information through research.
2. Find the Missing Puzzle Pieces (Go Middle for Insights)
Connect the dots between the information you’ve gathered and potential insights or ideas for the business. This middle-level approach helps you provide relevant suggestions that address specific needs.
An example email could be: “I know you don’t have a routing tool in place, which could be causing [specific issues]. If that sounds accurate, let’s talk.”
Notice how concise these emails are. By the time you target someone at the top, you should have a comprehensive understanding of their business. If you can’t provide specific insights, you haven’t earned the right to reach out to them yet.
3. Climb the Ladder (Go High for Influence)
Target higher-level executives with a well-informed pitch based on the information you’ve gathered from lower and middle levels. Demonstrate your understanding of their business and the potential impact of your solution.
An example email might be: “Joseph, I’ve spoken with [lower-level contacts]. I know there is no routing tool in place, which means you can’t send your best leads to the right people. You’re getting 500 leads a month, so based on a conservative 10% conversion lift by having more control and sending to the reps with the highest conversions, you could potentially add $[X]M to the pipeline by making this switch. Can I show you how easy this could be?”
Make your pitch even more compelling with a personalized video.
BUT… THIS TAKES TOO LONG!
Nonsense! Time invested in understanding your prospect’s pain points is time well spent. Why fish aimlessly when you can cast your net where the fish are? The choice is simple:
➔ Dig Deep
➔ Find the Missing Pieces
➔ Climb the Ladder
Make the extra effort that pays dividends. Dare to be different. Stand out.
Shall we start today?
Esther Bueno
Global Expansion Manager