What’s an effective approach when doing cold messages?
Responding to a forum post that says: For context, we have sent thousands of cold messages before (LinkedIn, FB, IG) but open rate is low and conversion rate is lower. In fact, I think the conversion for those thousands of messages sent is actually zero.
So one person answered: Find a way to connect and be human.
Another one said: Identify your target audience and make sure you are targeting the right audience according to your niche.
And someone else said: The messages we usually send are personalized. Address them by their name, send something from their profile, and ask them how they are. We don’t usually hard sell and just want to connect first.
Look, no one cares that you’re human. And if you’re not targeting the right audience, why are you even in the job? And do you think they can’t tell it’s spam if it starts with their name?
Here’s our answer:
Anytime you’re going in cold, whether it’s by email, telephone or smoke signal, the most important thing is to first identify a real need, and then pitch to it.
To be clear, this doesn't mean guessing what they need (e.g. like assuming everyone needs a widget), or assuming the prospect can infer a need based on your product's description.
Rather, let's say you're selling IT services to mid-sized businesses. Call into the companies at a relatively low level and just survey the employees for actual complaints and problems.
Then, when you call the CIO or CEO, say "I was talking to so-and-so about your problem with X. Do you have a moment to speak?"
How hard is that?
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