Use a 5 – 7 touch campaign to move your cold leads from suspects to prospects.
When developing a prospecting campaign to reach out to cold suspects, you always want to start with a strategy in mind.
Things to define before you get started
- Who are you going to be contacting? (Think about the targeted businesses and be sure they match your ideal client profile.)
- How and where are you going to track your efforts? A CRM that includes notes & tasks is best.
- What are you going to say? (Are you promoting an event? Wanting them to read something? Want to set up a meeting?)
- What is your goal? (i.e, Out of this campaign, I’d like to set X number of first appointments, or get X number of people to register for the event.)
- When is enough, enough? (When do you give up on this prospect?)
5-7 touches are a good number of persistent attempts before taking them off your list. However, there is research to support that connecting with a completely cold prospect could take up to 12 touches, so don’t be afraid to continue the efforts a bit longer. You can decide what works best for you.
A ‘touch’ is defined by any type of contact attempt
- Snail mail
- Physical drop of something at the prospect’s business
- Phone call – contact
- Phone call – voice mail
- Social media connection
Example of what a 5-7 touch campaign could look like
- Touch 1 – Send initial email
- Touch 2 – Follow up with a phone call
- Touch 3 – Set a few days to go to the prospects’ locations and drop something off. This could take a week or two to get all the drop-offs completed.
- Touch 4 – Follow up with an email within a day after you’ve made a drop.
- Touch 5 – Follow up with a phone call. Leave a voice mail and follow with the same info in an email.
- Touch 6 – Send a piece of snail mail (maybe send a book with it).
- Touch 7 – Follow up with a call or email or both.
If they haven’t responded to ANYTHING, it might be time to say good-bye to that prospect. If they engage, then move them into your warm prospect list and take a new approach.
The NUMBER ONE, most important thing about a campaign like this is ensuring you’ve got an effective tracking system for activity and assigning follow-up tasks that does not rely solely on your brain, a notepad, whiteboard, or Excel. Having a free CRM to help you keep up with this is better than using these manual tracking methods.
Lastly, make sure you follow through with it and measure the success of your campaign to see how well it went. Otherwise, there’s nothing to change for the next time.