Reaching out to a Lead: The Cold Approach

Of course, social selling is not always about broadcasting your content and comments. At some point, you might need to have one-on-one conversations with your network and with your leads – this is where the real relationship building and nurturing begins. This is no different than traditional sales practices.

One of the approaches you can take is the cold approach. This involves reaching out to a lead directly (also check out my post on the warm approach for the full picture).

Message planning

Because people receive dozens, if not hundreds of messages on a daily basis, it’s important to plan what you will communicate in your message so that it has the greatest impact, and increases the chances that you will hold your lead’s attention.

Your goal is to make yourself known

Remember, your goal in this first communication is simply to raise awareness to you, your enterprise and your offering. If your lead doesn’t know you or your offering, chances are low that she or he will sign a contract with you right away.

Research your lead

Research your lead however you can, to better understand her or his company, role, responsibilities, needs, and goals. Google their enterprise to see if you can glean information about them from the Internet. Use LinkedIn and Sales Navigator to get additional insights about them.

Once you better understand your lead, it will be easier to talk about topics that interest her or him and make the link to the value you can bring.

Personalise the message

Make sure your message is personalized – make a comment or observation that is unique to your lead. It has a better chance of attracting her or his attention because it speaks to something that is distinct to them. It will also show that all your efforts are focused on her or him alone, and that you put more thought and consideration before clicking Send, and that she or his is not just part of another generic, template-based e-mail blast.

Focus on the value you bring

A lead will be more inclined to read and consider a message if it speaks to her or his specific needs. Therefore, your message should be about how you can help, and not on how great you and your offerings are. You’ll have opportunities to focus on yourself later!

Describing the value to your lead’s particular needs is also a great way to personalise your message!

Message format

While the content of each message you send should be personal, there are still some general guidelines and recommendations related to the format of your message that you can follow:

• For the Subject: Keep it interesting, not too sales-pitchy, and focus on the value you bring
• For the Body: Get to the point, but when doing so:
• Explain who you are and why you are writing
• Say something positive from their profile
• Focus on them and their interests and needs. Ask questions that they can respond to, or offer something to them.
• Mention common interests
• Thank them for their time

And remember – the aim is to engage them; get them thinking and make them curious about you, without feeling like you are trying to extract a sale.

Additional thoughts

Be honest and sincere. Don’t be sneaky or dishonest about why you are reaching out; make sure your message has some context or rationale

Be professional when demonstrating your persistence. If a lead doesn’t answer, you should implement a follow-up strategy. But keep your approach professional; don’t spam.

Include a call to action. What would you like your lead to do next? Is there content that to access, a blog to follow, or a page on the Web to visit? Will you follow up with a phone call? You should have a path for your lead to follow and your message can start her or him on that journey

But the action shouldn’t be to sign the contract. At this stage, you’re simply creating awareness and starting a conversation; you need to focus on your lead’s own needs and goals, and not yours!

That’s it for now – happy selling!