Never have we heard of a one chance encounter and conversation generating a worthwhile piece of business. In our experience, it takes time to convert prospects to sales and multiple touchpoints to generate attention and action from your target audience.
When reaching out to a new prospect, or group of prospects, a well-planned, multi-channel approach increases engagement and improves conversion rates. Simply sending an email out of the blue or making an unexpected call is enough. Instead, a strategic mix of digital, direct and value-driven interactions helps establish trust and generate interest.
Here are our key touchpoints for you to to consider:
1. Digital outreach
One of the most accessible ways to connect with a prospect is through digital channels. A personalised email introducing your company and offering value is a great starting point. Ensure your email is concise, engaging and tailored to the recipient’s needs. If they do not respond, follow up with a phone call (using the email’s ‘open’ list) or send another email that includes a case study or testimonial to add credibility.
Social media, particularly LinkedIn, is another effective touchpoint. Sending a connection request with a friendly message can create familiarity before making an introduction. Additionally, engaging with their posts by liking or commenting shows genuine interest. Other platforms, such as Instagram or Facebook, can also be leveraged depending on where your prospect is most active.
2. Telephone outreach
While digital outreach is important, a direct conversation often has a greater impact. Cold calls, when executed well, allow you to establish rapport and gauge interest quickly. If the prospect does not answer, leaving a concise voicemail with a compelling reason to call back can be effective. Whilst daunting from the outset, telesales calls do get easier the more conversations you have.
3. In-person and traditional methods
Attending industry events, trade shows, and networking meet-ups provides opportunities for face-to-face engagement. If your prospect’s company hosts events or open days, making an appearance can leave a lasting impression. In some cases, a direct visit to their office (with prior appointment) may be a viable option.
Traditional methods like direct mail can also be effective. A well-designed brochure, flyer or postcard, handwritten note or small branded gift can make a strong impact, particularly for high-value prospects.
4. Value-driven engagement
Providing value before asking for anything in return is a key strategy. Sharing relevant whitepapers, case studies, or industry insights positions you as a knowledgeable resource. Inviting prospects to webinars, workshops or networking sessions can also foster engagement.
5. Referral or introduction
Reach out to your prospect through a mutual connection – LinkedIn is a useful tool for seeing who you have in common. More often than not, your contacts will relish the opportunity to introduce two worthwhile connections. In turn, you can identify referrals to your prospects and wider business network to gain trust.
By using a combination of these touchpoints, you can create a structured and effective outreach strategy that increases the likelihood of converting a prospect into a client. Easy when you know how!
Ask us for help implementing these ideas. Call 01483 345417 or email hello@blue-walrus-364174.hostingersite.com.
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