Most sales professionals wouldn’t rate cold outreach as their favorite activity. Nearly half (48%) fear making cold calls and consider cold calling a bad time at work. Cold outreach could involve emailing or calling a prospect or reaching out on social media. Even though it may not be the most exhilarating task, cold outreach can uncover valuable opportunities.

That’s why Kirill Skurikhin, a copywriter and SEO specialist, says cold outreach is vital. Not only does it give you direct access to your target market, but it has the potential to yield a high return on investment. If the prospect likes what they see, you could land a first meeting that could turn into a closed deal.

So, how do you get it right with your cold outreach? Skurikhin contributed a piece for the CRM Lab blog that explains some best practices. We share his insight in this issue of PromoPro Daily.

1. Curate your prospect list. It’s important to create a list of people you want to reach. To build your list, Skurikhin suggests researching your target market. Get to know their demographics and challenges. This insight can help you tailor your outreach efforts. Use industry databases and sites like LinkedIn to get your information. Then, Skurikhin says you can segment and personalize your list by categories like industry or job title.

2. Craft a compelling message. Your message should capture attention immediately and make them want to learn more. How can you do this? Skurikhin says you can start by addressing their specific challenges and telling a story about how your solution can help alleviate these issues. Just be sure to keep it concise, he says, and wrap up with a call to action. 

3. Personalize your approach. This shows that you’ve done your homework and helps you build a more authentic connection. Always use the prospect’s name in your outreach and mention any personal or business achievements. Skurikhin says you should also offer customized solutions that fit their specific issues. This helps you build credibility from the start.

4. Time your outreach. According to Skurikhin, timing matters — a lot. Don’t reach out to prospects during busy times like the holidays or when you know they’ll be busy. Be sure to consider their time zone and make sure you email or call at a time when they’re most likely to engage.

5. Follow up. The prospect may not respond to your first outreach, and that’s OK. The key is to keep trying to connect. Keep your follow-up respectful and helpful, Skurikhin says, and do your best to show that you value their time and input. You want the prospect to know you’re committed to truly helping them — not just making the sale.

In many ways, your sales success hinges on your cold outreach. It’s a foundational activity that can help you gather valuable insights and build a robust pipeline.

Compiled by Audrey Sellers
Source: Kirill Skurikhin is a copywriter and SEO specialist who contributes to the CRM Lab blog