Email Prospecting Strategies for Hard-to-Reach Executives w/ @KendraLeeKLA for @datadotcom

Copyright ©2012 by KLA Group, LLC. v2.3. www.klagroup.com

Email Prospecting Strategies for Hard-to-Reach Executives

Kendra LeePresident

Kendra Lee & KLA Group

President and Founder, KLA Group

Celebrating sales excellence since 1995

Helping organizations get more customers through:

– Lead generation

– Prospecting

– Hiring great sales people

20+ years sales executive, manager & rep experience

Author, award winning Selling Against the Goal

Specializing in:

Midmarket companies

The IT industry

2

[email protected]+1 303.741.6636www.klagroup.com


Ask your questions via Twitter

Tweet: @datadotcom #jigsawcontacts

Via The Corner! bit.ly/TL10-3-12

Or in the Question’s box on your screen


…

Bad email example


Hi Kendra,

It has been awhile since we have talked with you so I thought I would send you our information as well as our website address to remind you of all we do. www.appointmentsetting.com

Hope things are going well for you; look forward to hearing back from you.

Appointment Setting Inc (ASI) is a business development and customer acquisition firm providing Demand Generation and Channel Development programs. We work with numerous Industries along with those mentioned below.

We help our clients get in front of more closable opportunities by providing qualified lead generation services.

EXPERIENCE:In technology, we’ve focused on backup/disaster recovery (BDR), Managed Services, Security, Virtualization, Consolidation, Hardware/Software solutions and other technologies working with companies such as Zenith Infotech, ConnectWise, Iron Mountain, Tandberg, IBM, HP, Red Hat, Avnet, Packet Design and hundreds of their partners.

In healthcare, we’ve focused on Electronic Medical Records (EMR) and long term care working with companies such as gloStream, Accu-Med, Vocollect Healthcare, Harmony Healthcare IT, ChartLinks, SynergyCare, Millennium Pharmacy Systems and more.

If you are a Zenith partner, send email to [email protected] with the geography you are located in and schedule a few minutes to find out why hundreds of partners have used our services over the past 4 years.

I would like to discuss how we could provide a very efficient, cost-effective, scalable and predictable process to grow your business.

You may contact me anytime regarding this information.

Regards,Dick

What not to mention

1. Solution talk

2. Everything your company does

3. Multiple trigger events

4. More than two references

5. Discounts or specials


Create an email message that grabs

the executive


What’s the issue that’s at the top of their value curve?


The executive value curve


TIME

VA

LUE

Delegated priority

Emerging priority

Critical priority

Find critical or emerging priorities


Use a trigger event

What it is Impacts the business significantly

An issue or opportunity

Examples Security breach in a competitor

Margin pressures

High staff turnover

Acquisitions in the industry

Government regulation, such as HIPAA


Four-step formula to access

+ +Trigger Event Value Offer Call to Action

+


Overhauled: Add the executive’s perspective


Subject: BDR lead generation

Hi Kendra,

Backup and disaster recovery is critical for your clients, but identifying new prospects can be a challenge because they often haven’t thought about it.

We’re helping clients such as Zenith InfoTech and Packet Design to find new back-up and disaster recovery prospects in a very efficient, cost-effective, scalable way that’s growing their market share.

I have some ideas about how you can raise your target market’s awareness about the importance of backup and disaster recovery and generate new leads. By chance are you open Thursday at 11:00am ET for us to talk?

Let me know. I look forward to your reply!

Best regards,Dick

Keep it short and sweet for mobile phones

1. Make it feel personal Relevant subject line

Trigger event in first sentence

2. Keep it short 3 brief paragraphs

Under 100 words or less

Limit signature line length

3. Make it easy No graphics so loads quickly

Include a call to action

Offer to send a calendar invitation



Developing an Executable Lead Generation Strategy

Create a 6-month lead generation strategy to attract qualified leads Plan activities and launch strategy

Outline key messages and offers

Determine the number of leads you need

Identify top two best-odds target markets

Includes tools, learning guide, recordings and expert review of your strategy

4 live virtual training sessions to make you an expert

Starts Oct 4

Your Target Market


Creating Compelling Lead Generation Content

Write content you can start using immediately: Write email campaigns prospects will respond to

Write a direct mail letter to catch prospects’ attention

Craft social media comments that engage new contacts

Design an event your target market can’t wait to attend

Choose offers that will draw new prospects in

Includes tools, samples, learning guide, recordings and expert review of your content

8 live virtual training sessions

Begins Oct. 25

Save 40% Coupon Code:LGC40

Find us anytime:

@datadotcom

/datadotcom

Share your thoughts with us onThe Corner!bit.ly/CornerEvents

Copyright ©2012 by KLA Group, LLC. v2.3. www.klagroup.com 18

Starting Oct. 4:• Developing an Executable Lead Generation

Strategy Master Series, 4 sessions• Creating Compelling Lead Generation Content

Master Series, 8 sessions

Details & register: www.klagroup.com

Connect:Kendra Lee, PresidentKLA [email protected]+1 303.741.6636www.klagroup.com (free weekly sales tip)

Kendra LeeKendraLeeKLAKLA Group

Questions:bit.ly/CornerEvents

Thank you for coming!


Kendra Lee, PresidentKLA [email protected]+1 303.741.6636www.klagroup.com

Kendra LeeKendraLeeKLAKLA Group

Business

Email Prospecting Strategies for Hard-to-Reach Executives w/ @KendraLeeKLA for @datadotcom