Are you using cold prospecting? Not only you. Everyone (almost) does it, but some are more successful at it than others.
Why? Perhaps they draw conclusions from mistakes made in the past, perhaps they read the studies of their marketing authorities. Everyone is looking for their optimal pattern of behavior in this matter. Today we will present what, we think, works best in the context of cold prospecting for SaaS.
We know that reaching potential customers who don’t know your brand beforehand can be a daunting task. That’s why it’s so important to have an effective strategy of cold prospecting, which will allow you to arouse interest and build relationships with your target audience.
Use this simple tool that will allow you to clarify a few key issues in defining your business model. The classic Model Canvas contains 9 fields that are filled in by answering respective questions arising from them.
In our case, it does not have to be as many as 9 areas. Focus primarily on:
Include this information in your messages to the customer. The most important thing is to name the customer’s problem and propose a solution calibrated to the prospect’s target audience.
You write direct messages on LinkedIn to companies you think might become your customers? Very good! However, we hope your narrative doesn’t go something like this there: Hi, I’m selling this and that for this and that money. If you want it, buy it.
Messages like this just don’t work. Include a lead magnet in the message , something that the prospect won’t have to pay for, but will interact with you. For example, it may be shared:
And here we come to the essence of this part of the article.
Then such an uncle regularly contacts his nephew. Once he will call and ask how his studies are going, soon after that he will send him a meme on WhatsApp to watch, then he will send a link to a podcast with valuable – according to his uncle – content, another time he will invite his nephew and his girlfriend for dinner. When will the nephew be more willing to support his uncle financially when he is in trouble?
What you need in cold prospecting are customer touchpoints. The idea is to give the prospects the impression that they know you, even though you have never interacted. We have such experiences like this. We have recently had this dialogue with one of our clients:
– I recommended you to my friend who is looking for a digital marketing agency for IT&Software – the client began.
– Cool. Thank you.
– He told me that he knows you because he sees your posts and other materials that you share on LinkedIn.
Just to be clear, he knew us, we didn’t know him.
By the way, remember that the optimal situation is if you have at least seven touchpoints with the client.
We mentioned above about messages on LinkedIn addressed directly to the prospect. What this process look like in practice? We break it down into four steps:
And now a growth tip. The moment you politely write that this is your last message and you will not be contacting again, then prospects contact you and want to interact. This is our experience.
Preparing an offer for a prospect should – according to Alex Hormozi – focus on four elements:
It is essential that the last two components are as close to zero as possible. Two things to remember:
We happen to observe situations in which copywriters decide on an effective style of writing. They focus on the wow effect, they expect expressiveness to increase sales. Based on experience, we believe it doesn’t matter. The most important is the offer for SaaS, which must contain proof that the client will achieve the goal he set for himself. Show in it:
The problem is that marketing companies rarely decide to experiment in action, but follow the beaten track, which may not be suitable for every contractor. And if they are already experimenting, then:
Ultimately, it is difficult for them to clearly determine what made their client successful or not.