Could you share an example of bad outreach that you’ve received? What was done wrong?

Hi Dan,

The financial landscape is constantly changing, and small businesses can’t rely on traditional financing methods to keep up.

Our company is a nationwide direct lending institution that helps small and mid-sized businesses quickly explore their lending options and obtain working capital in an often confusing and evolving environment.

We offer a diverse set of options for any situation including:

Merchant Cash Advances
Term loans
Invoice factoring
Equipment sale/leaseback
Commercial real estate

Simply reply and will give you the details.

Best regards,

Nothing about this outreach is personalized to me or my business. I’m clearly on a list of hundreds of other executives of small companies. I like that he leads with thought leadership but we are self-funded so his opening statement doesn’t resonate with me. Then comes the pitch. If you haven’t got my interest from the start, why would I take any time to read your pitch. Then he throws their ‘diverse set of options’ at the wall in the hope that something sticks. His call to action is weak. Why would I reply? I did not.

Could you share an example of great outreach that you’ve received? Why did it stand out?

Rather than share a good example, I think it would be useful for people to see what I would have written if I was him. I am active on LinkedIn. He could have mentioned something from my LinkedIn profile or an article that I had shared recently. This would have demonstrated to me that he’d taken the time to do his due diligence on both me and Empire Selling. The title of his InMail could have been “Mental health, rugby & congratulations”. That would have got my attention. And then perhaps the below. I would absolutely have accepted his connection request and been open to a conversation at the right time for us in the future. What was interesting is that the salesperson had some connections in common with me on LinkedIn. If he had been referred to me through one of my trusted connections, I would absolutely have taken a call from him.

Hi Dan,

The HBR article you shared on mental health and how bosses can reduce the stigma of mental health at work appeared in my feed. It’s a subject that is close to my heart. Thank you for sharing.

How’s your body holding up after playing so much rugby by the way? Great to see England beat Ireland at the weekend. Fantastic game!

Congrats on all your success with Empire Selling. I read ‘Our story’ on your website which is the reason for reaching out. If and when you are ready for financing options for your business, please do consider us for your needs.

Would welcome the opportunity to connect here on LinkedIn in the meantime. Stay warm. Looks like you are about to get hit with some really cold temperatures.

Best,
Dan

What playbooks mean to today’s revenue teams?

Playbooks are just one of the multitude of things a sales person needs to be successful. We will always ‘make them our own’ because as humans one size does not fit all. The new member on the team needs playbooks to get a fast start. The more established member on the team generally has a process that works for them and might only leverage a playbook to quickly figure out how to sell a new product capability.

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