Why Cold Traffic Is Where The Big Sales Are

Filling up your pipeline with high-ticket clients is as simple as knowing the different types of leads to target and how:

• Hot

• Warm

• Cold

Each of these types requires slightly different information to move them towards spending money with you.

The first group of leads is super hot.

These are usually your email list and people who know you well and know your offer.

A hot prospect is aware of your name and your product and has realized that it can satisfy this desire.

You can speak to your hot leads in terms of your product and process and they understand what you mean because they know how it links to the results they want.

If they have not bought from you already, they might in the future and are just biding their time until they're ready to invest.

The second group of leads is warm.

They are usually your Facebook or LinkedIn connections or social media followers.

A warm lead is someone looking for a solution to a problem but doesn’t know as much about you or details about your process yet..

You must speak to your warm leads regarding their desire, results, outcomes, benefits, and impacts, not your product.

This messaging will encourage them to move towards you to find out more about you and potentially invest.

The third group of leads is cold.

Cold leads are of course everybody else in the world who matches your ideal client avatar in terms of demographics, for a company is their location, size, industry, and so on.

A cold lead is a decision maker who is not really aware of what they are seeking in terms of a solution but they have a defined problem.

They may not even realize that there’s a solution out there that will help them but they know they have a problem and it is painful.

You must speak [or write copy] to your cold leads in terms of their pressing challenge and pains and crystalize this into a specific need.

This will engage them to find out more and begin to see how not only there might be a solution to this problem that fulfills a desire, but also how your solution can bridge that gap.

The best thing is....

The cold market is usually the largest. If you can connect with them, that’s how you break into the world of BIG sales.

Of course, it’s important to nurture leads at every stage of your funnel - hot, warm, and cold leads however ...

it's cold outreach that taps into the BLUE OCEAN of big sales.

Filling your pipeline with leads who:

1. have a painful problem you can solve,

2. can become aware there is a solution out there that can help them,

3. can become aware that your solution can create their desired results,

4. can learn to trust that your solution will get them results in a defined time frame

This is the secret sauce to filling your calendar with high-ticket business clients!!

If you want a strategy to reach out to cold leads and bring them into your pipeline get in touch.

The world of big sales awaits you.

Jen Bishop Consulting best lead generation agency in London UK

Does Cold Email Work?

You might feel that cold email doesn’t work and goes straight into the spam inbox.

However, for every cold message campaign you bin, that business will be likely booking calls.

Or they wouldn’t be sending emails at all.

Statistics say that email outreach provides 40 times more customer acquisition than social channels, and it is still the most popular channel for cold outreach [https://salesblink.io/blog/cold-outreach].

Reaching key decision makers in their primary inbox with an appealing message that speaks to a tangible pain point is both an art and a science.

However, crafting a good email script for cold outreach is one of the things many consultants struggle to do.

So, what is the secret to getting high open rates and calls booked?

First I can tell you what NOT to do:

• Don’t sell in your outreach message. Nobody likes to receive a cold message with a direct pitch for services. This is a sure way to get reported as spam or just deleted.

• Don’t spray and pray. Do not message everyone and anyone with a generic message in the hope that it will get some replies.

• For deliverability do not use images, logos or links.

• Don’t use special fonts - keep the email clean with lots of white space. Bold words or phrases to draw attention but that’s it.

Next create a hyper-targeted list of leads with their validated email addresses.

There are several ways to do this:

• Buy lists online [my least favourite option].

• Create your own custom list from industry databases such as Crunchbase, D7 Lead Finder, Zoom Info, Apollo, and more

• Create your own lists by with LinkedIn Sales Navigator and then use various tools to extract email addresses [my preferred option].

The most important thing to keep in mind is that 40% of your email campaign success lies in your list.

This means that nearly half of your attention should go into making sure you have the right people to target before you even start writing an email.

Third, isolate the most pressing challenge or pain that this group of people are facing that you can with 100% confidence solve.

Another 40% of your email success rate is that you connect with your cold prospect on an issue that is affecting them.

We are now at 80% of your email success entirely relying on you messaging the right people about the right problem.

This is before even starting to compose a catchy message or headline.

By showing that you know their pressing challenge or need you show relevance to the prospect and at least win their time to read what you have to say.

If you start with information about what you do or your services you lose people’s attention immediately.

Fourth, offer value.

This point aligns with the point above which warns you not to sell in your cold email.

By offering value, often a short strategy call or free consultation is enough, you engage your cold lead into a conversation that opens the relationship up.

It is this warm relationship that is now the foundation for a sales conversation and not before.

Other forms of value can be free events, free or low-priced training, an eBook, or others.

The key is that this offer has to be VALUABLE to your target.

At this point, they are not yet trading their money for the value but they are trading their time, so it has to appeal to their desire to solve a very specific problem.

Fifth, give a clear call to action.

This means you close your email with very clear steps for them to take next if they are interested.

This can simply be instructions to reply for more information.

Do not leave the prospect confused about what to do next.

Step out very clearly what they can do if your email hits a nerve.

Sixth, be conversational and clear.

It’s easy to get carried away in an outreach message with exposition about why you are getting in touch or who you are.

Write your email like you’re having a simple conversation with someone, polite and clear.

Make sure you show relevance to them and their pain or challenge and offer your free value.

Be simple and to the point.

I like to add a ‘no worries’ clause which means I give them a clear “out” if they are not interested.

Seventh, follow GDPR guidelines.

Definitely research the data protection laws about cold emailing for business in your region.

A universal etiquette is to allow people to opt-out from hearing from you again, whether that is by reply email or an opt-out button in the footer of your email.

When you have a good list, a relevant and painful challenge to solve, a great offer of value, and a clear conversational outreach message with a call to action, you can enjoy higher than normal open rates, reply rates, and call booking rates.

If you would like help with your cold email campaigns then simply comment below and we can set up a short call.

Does Cold Email Work? | Jen Bishop Consulting best lead generation agency in London UK

The Three Desires Of Your Ideal Client

When outreaching to your #idealclient, it is of paramount importance to speak in terms of their #challenges and #desires.

Connecting with our ideal clients' current #pains makes them feel heard and understood.

Talking to them about their #dreams and #desires makes them feel inspired and encouraged.

The combination of these in our #sales and #outreachcopy, creates an emotional connection.

This holds their attention long enough for us to present a #solution [our product or service] as a means of bridging the gap between where they are now [pain] and where they wish to be [desire].

Done well, this process leads the right person [ideal client] to willingly and even enthusiastically, part with their money and #invest in our solution.

What is critical here though are the THREE desires of our clients and how we can speak to each of them effectively.

The best illustration I can give to this is the framework of a story.

In every story we essentially have three ingredients:

1. A character with a desire

2. An obstacle they face attaining that desire

3. Their struggle to overcome this obstacle and achieve the desire.

Every story teller from Jane Austen, Shakespeare, Tolkien and Disney uses these basic ingredients.

Some stories are much longer and more complex, with more characters and more twists and turns but the basics remain the same.

This is why storytelling, much more than charts, tables, numbers, dot points, is so powerful when selling, because we take our ideal client on their own journey of transformation.

We can create a picture of them overcoming their own challenge or pain to achieve the desire.

And in doing so, we position ourselves as the guide to help them navigate that journey.

The reality is that characters in stories are never driven by one simple desire. We humans always have complex layers of desire that motivate us.

The more we can resonate with the multiple layers of desire that our ideal client experiences, the more powerful our sales messaging will be.

Think of any character in any story you love:

• Elizabeth Bennet in Pride and Prejudice

• Luke Skywalker in Star Wars

• Harry Potter in well, the Harry Potter books

• …insert your favorite character here

They always have three desires: an external desire, an internal desire and a philosophical desire.

Let’s take the story of Star Wars as an example.

The story follows the basic external desire or goal of Luke Skywalker to find the princess and bring the secret plans of the Death Star to her, thus saving the galaxy.

However, Luke is also driven by the internal desire to impress the beautiful princess and to build friendships and alliances along the way to help him become the hero.

Moreover, Luke is also deeply driven by a philosophical desire to find out more about the origins of his birth, and to understand his calling as someone greater than merely a farm boy.

The three desires, external, internal and philosophical, not only make Luke an interesting and relatable character but also, they raise the tension he faces with each obstacle that thwarts his desires.

Finally, the joy he experiences when he achieves these three desires, make the victory all the more sweeter.

Multiple desires, multiple obstacles and a journey that holds them all together is what makes this story truly great.

This is also what makes good sales messaging truly great.

Nike doesn’t only appeal to your desire to get fit and play sport [external desire] but also your desire to be admired and attractive to romantic partners [internal desire] and most significantly your desire to find deep courage to overcome any odds and become the true warrior and hero you know yourself to be [philosophical desire].

Apple doesn’t only appeal to your desire to get work done and communicate [external desire] but also your desire to create truly beautiful things that transcend mere functional use and create delight [internal desire] and more importantly your desire to tap into your true genius despite being a misfit, to think differently and to truly shape the world by your creativity [philosophical desire].

If you can effectively map not only the external desires of your ideal client, but also their internal and philosophical desires, and if you can show how your solution helps them to overcome the obstacles and challenges that thwart these desires....

...then you have awesome sales messaging.

Jen Bishop Consulting best lead generation agency in London UK