1. PICK A TARGET

This can be a tip off from your network, or a job ad, or a repeated visit to the Furthr website, a direct enquiry or someone checking your profile of LinkedIn.

These can all be buying signals.

Try to stay inside the target: finance.

2. CREATE IMPACT

To achieve cut through you need impact so your target notices you. At Furthr we write a letter or organize an event.

The crucial point is that impact must occur offline.

The you follow up online…

3. GET A SIGNAL OF INTEREST

It’s easy to guess people’s email addresses. So once you’ve sent them a letter, a week later send them a LinkedIn contact request.  Mention the letter you wrote them.

If they respond, that’s interest. So now you can…

4. CALL THEM

It’s the only way to get people warm. But don’t sell. Use this script instead:

 

ACT ONE: Exposition

Hi!  how are you?

My name’s Andy Pemberton. I own a company called  Furthr.  We help large companies with their comms.

I sent you a letter last week –  have you seen it yet?

ACT TWO: Rising action

We work with  RNLI,  the  United Nations’ World Food Programme,  CISCO and AVIVA.

ACT THREE: CLIMAX

 Can I show you some of our work…?

ACT FOUR: FALLING ACTION

So when’s a good time for a coffee? 

ACT FIVE: RESOLUTION

Maybe I can email it to you?

 

If you can’t get through try an in mail.

 

5. MEET THEM OUTSIDE THEIR OFFICE

Otherwize its all business and the meeting will be cold.

They say 11 points of contact are necessary for a sale. Once you’ve done all this, they will be a bona fide prospect and you can revisit them again and again until they have a problem Furthr can help them with.

Lookout for our event guidelines – coming soon!

 

OTHER TIPS
Go to the top, that’s who refers you. Middle managers will NEVER refer you.

 

 

 

 

Posted in: Tip of the day