Sure, email reply rates are decreasing with inbox noise increasing.
But we need to shift our mindset.
Emails = nurture
Linkedin = stand out
Phone = alive and kicking
Direct mail = as reliable as ever
Face-to-face = proof you're not an AI robot
But the real question is HOW do you personalise?
I can tell you it's not
"You went to X university"
or "You are the CEO of ACME"
Some simple yet effective alternatives:
↳ Talk about people in their team
Shows you've done your research and is instantly relevant
↳ Read job specs for insights
They're full of hidden priorities and insights that can capture attention
↳ BTL selling
Below-the-line selling can involve speaking with potential end users to understand pain points in their team which you can take to management
↳ Social engagements
Not everyone posts, but you can see what people have engaged with. This is a great trigger to forward to them to kick off a conversation.
↳ Case studies
Understanding who they sell to and work with will give you an understanding of what they care about as a business.
↳ Types of hires
Hiring is a big signal and job specs are full of insights. But ever thought about the types of hires they're making collectively?
What are you doing different personalise and break through the noise?
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