3 Steps To Create A Pipeline Full of Your Ideal Corporate Decision Makers Using LinkedIn

Transcription

1 3 Steps To Create A Pipeline Full of Your Ideal Corporate Decision Makers Using LinkedIn by Ana Melikian, Paul G. McManus, & JoAnne Henein Copyright 2017 MORE CLIENTS MORE FUN LLC 1

2 How to Quickly Bypass the Gatekeeper and Reach the Appropriate Person When you are reaching out to organizations with multiple decision makers, whether that s a corporation, small to medium sized business, non-profit organization, government agency or educational institution, you will encounter multiple decision makers. Most people get stuck at the level of talking to a gatekeeper, and perhaps wasting a lot of time waiting for them to get back to them. In reality, you re never making it past their agenda and the decision maker you re trying to reach will never get to know you exist, much less hire you Well, that s about to all change. Read on to get the details. Copyright 2017 MORE CLIENTS MORE FUN LLC 2

3 Step #1: Create a list of the companies you want to work with If you don t already have a target list, you can go to industry publications online or use the premium version of LinkedIn called Sales Navigator to identify them. Then, find the target company on Sales Navigator and save it as an account. Step #2 Identify the right Decision Makers Ideally, this should include who you perceive to be your target individual, their boss s boss, their boss s boss, and one more person that you think would be most relevant (who is ideally a CXO or VP). Copyright 2017 MORE CLIENTS MORE FUN LLC 3

4 2.1- You have 3 options you can use to identify these 4 people. OPTION A: Go to the company website to see if they have an About Us or Team page that lists their top decision makers. Here is an example of what I m referring to: If the website offers a list of names that are relevant, jot down the four most relevant. Copyright 2017 MORE CLIENTS MORE FUN LLC 4

5 OPTION B: If the website does not reveal names of executives/leadership, use Sales Navigator to search by Company + Seniority Level (CXO, VP, etc.). If you do not have Sales Navigator, you can try to use your basic LinkedIn to search by Company. HOWEVER, you will not be able to search by seniority level or title without upgrading to Sales Navigator. Copyright 2017 MORE CLIENTS MORE FUN LLC 5

6 OPTION C: The Birds Of A Feather Flock Together (alternative method) Look under People also viewed Copyright 2017 MORE CLIENTS MORE FUN LLC 6

7 2.2- Then, go to Sales Navigator and save each of these four people as leads Filter Saved Leads by Company Go to your Saved Leads list. Choose the company so only these four show up. Copyright 2017 MORE CLIENTS MORE FUN LLC 7

8 2.4- Identify their addresses Identify their address using Skrapp (install from skrapp.io). Take note of the pattern of their s so you can guess what everyone s is without having to use Skrapp for each one. For instance, [first name.lastname@domainname.com] because it s preferable that we use their official business then their personal if that is what LinkedIn has listed. NOTE: Skrapp is a Chrome Extension that finds addresses from anywhere on the web - including LinkedIn - with just one click. Use the free version at skrapp.io Click here to access the Skrapp Chrome Extension. Copyright 2017 MORE CLIENTS MORE FUN LLC 8

9 Step #3: Reach out to those decision makers using our strategically crafted template You ll want to start at the highest possible level of the target company (i.e, the C-Suite) and have them either raise their hand as interested in talking to you, or enlist their assistance referring you to the most appropriate person. This will save you a TON of time because you are getting to the actual decision maker. AND, if the CEO refers you to the VP of Sales (for example) then the VP of Sales is more likely to respond to you because his or her boss facilitated it. Then, you ll want to send a strategically crafted message to ALL 4 of them. Never cc the other people you are writing. Your response rate will go down significantly if you do because that person will assume that someone else will reply. Message #1 NOTE: Be sure to edit the names of the Execs in the first paragraph per respective to each of them! Otherwise it will be obvious that you are templated! Subject: Appropriate person Hi FIRSTNAME1, I am writing in hopes of finding the appropriate person who handles training for your franchisees. I also wrote to FULLNAME1, FULLNAME2 and FULLNAME3 in that pursuit. If it makes sense to talk, let me know how your calendar looks? More Clients More Fun helps training companies and their franchisees enroll more corporate clients using LinkedIn. With over 500 million users on LinkedIn worldwide, we help our clients more effectively reach the decision makers they need to in order to tap into the 359 billion dollars spent globally on training each year. The benefits our clients receive is that we show their corporate sales team and their franchisees how to lower the cost of new client acquisition. Our team has worked with over 250 training and coaching companies in the past two years including Marshall Goldsmith, Book Yourself Solid, and Brian Tracy s FocalPoint. FIRSTNAME1, if you are the appropriate person to speak with at COMPANY NAME, what does your calendar look like? If not, who do you recommend I talk to? To Your Success! Paul McManus Co-Founder & CEO More Clients More Fun LLC P.O. Box Copyright 2017 MORE CLIENTS MORE FUN LLC 9 Phoenix AZ 85064

10 Notes about #1: #1 Subject Line - Appropriate person Keep Appropriate person, it works. Finding the appropriate person is the purpose of your . It also puzzles the reader and looks like a quick problem to solve. #2 First Sentence The first sentence is your purpose of writing. In your case it is a more detailed version of your subject line: I am writing in hopes of talking to the appropriate person who handles (role). Be vague with the role. Example, write marketing, not online video sponsorship. The reason you want to be vague is because you want them to keep reading. You want them to think of several dozen people who handle marketing. #3 Second Sentence Use their company hierarchy to your advantage. Remember: bosses delegate - Employees cover you know what. Use this to your advantage. Many times prospects take your meeting because of the leverage you create in this sentence. In that pursuit, I also wrote to [your boss], [your boss s boss] and [bonus person]. #4 Third Sentence: What You Want Them To Do This is the action you want them to take, if they are the appropriate person. You want them to schedule a time to talk to you. If it makes sense to talk, how does your calendar look? Two points on testing word choice: Don t use meet. Use talk instead. Talk is informal. Meet implies a higher value discussion. In the third sentence, they aren t ready to meet you, they don t even know what you do. Don t use schedule. Use calendar instead. Your prospect is busy and their schedule is full. Calendar implies the next few weeks or months. Schedule implies today or tomorrow. Copyright 2017 MORE CLIENTS MORE FUN LLC 10

11 #5 Your iphone Pitch This is what sets you apart. It is the most important part of your . Tell them what you can do for them. Write at the 30,000-foot level. Customize your pitch to the company you are writing. And above all, remember it isn t about you - it s about the reader. Questions you need to answer in your elevator pitch: - What can you do for them? - Hows does what you have work? - What pain do you solve for the person you want to meet? - What pain do you solve for the company? - What are the problems you have helped other clients solve? Note: If they can t make an easy choice and respond from their iphone, you need to rework your . (If you can t answer these questions then you aren t ready to meet with them.) Paragraph length: 5-8 sentences. Only write enough for the reader to say yes to your meeting. This is not a sales letter. Don t copy and paste the same to multiple companies customize each to whom you are writing. Use their name and company name. Your mission is to get them to actually read the full and entice them enough to respond that either: a) they are the right person; or b) who the right person is. c) That s it! #6 Why I Won t Get You Fired or Waste Your Time The last sentence must provide credibility and tangible accomplishments. Make it relevant to the target and include your three most relevant and high profile clients. Some clients include Company A, Company B, and Company C. If you don t have clients, include companies you have worked with at past jobs. Or, better yet, if you have a specific training franchise or coaching certification list relevant companies that your franchise has worked with. Think of it this way: a franchise owner I ve worked with sells to a very specific geographic territory. But he has the ability to say, Clients include Harvard University, FedEx, and Bank of Copyright 2017 MORE CLIENTS MORE FUN LLC 11

12 America. Even though his franchise hasn t worked personally with these companies, other franchises that represent the same company have. Leverage this credibility! However, do not say anything that is not true. Because even if you get a meeting you will later disqualify yourself from being taken seriously. #7 Second To Last Sentence: Final Call To Action If it makes sense to talk, what does your calendar look like? Response rates increase when you repeat the call to action. WE include this sentence in the beginning and the end on purpose. #8 Last Sentence: The Dish This sentence gives the reader the opportunity to delegate immediately. You are providing them an easy out. You are also being consistent with your subject line, Appropriate person. If not, who is the appropriate person to speak with? #9 Signature This provides additional credibility to your . Make it easy for them to reach you. Include Name, Title, Company, Address, and Best Number to contact you. In this first , DO NOT include any links to anything. The only action we want them to take is to respond with either a) identifying themselves as the appropriate person, or b) tell you who the appropriate person is. We DO NOT want them checking out your website, etc. at this point. NOTE: This is only the first message of a series of 3 outreach messages. When these messages are strategically crafted to tap into the frustrations, fears and desires of your target clients, then you can expect responses rates like these: The First message - a response rate of as high as 40% The Second message - a response rate of as high as 25% The Third message - a response rate of as high as 15% AND so a TOTAL anticipated response rate as HIGH AS 80% Copyright 2017 MORE CLIENTS MORE FUN LLC 12

13 Congrats! You now have a system to identify and get a response from the right corporate decision makers. If you want to take this strategy to the next level, and gain access to the 2nd and 3rd templates for this direct outreach sequence, please click here for more information. Want to learn more? us at questions@moreclientsmorefun.com. To Your Success! Ana, Paul, and JoAnne Copyright 2017 MORE CLIENTS MORE FUN LLC 13

14 Ana Melikian (left) is a Co-Founder and COO of More Clients More Fun. She now specializes in helping coaches, consultants & trainers enroll high-value clients using LinkedIn and other online marketing tools. Paul G. McManus (center) is a Co-Founder and CEO of More Clients More Fun. He specializes in helping training and coaching companies lower the cost of new client acquisition, as well as increase their revenue using LinkedIn and other digital marketing tools. JoAnne Henein (right) is a Co-Founder and CMO of More Clients More Fun. She specializes in helping executive coaches, consultants & trainers, as well as B2B companies engage corporate clients using LinkedIn and other business development strategies. She develops key content and tools to shorten sales cycles, doubles rates, and cut closing times in half. More Clients More Fun helps coaches, consultants, and trainers, enroll highvalue clients using LinkedIn. With more than 500 million users worldwide, we help our clients more effectively reach the decision makers they need in order to tap into the 359 billion dollars spent globally on training and coaching each year. Our team has delivered training to over 10,000 business owners in six continents, and worked with over 250 training and coaching companies including Marshall Goldsmith, Book Yourself Solid, and Brian Tracy s Focal Point. Copyright 2017 MORE CLIENTS MORE FUN LLC 14