As the New Year begins many of us will resolve to improve our new business development effort. If so, do you have a compelling ‘subject line’ or ‘I’m calling because’ strategy so that a higher percentage of your phone calls and emails will result in selling conversations?
Most people agree that when receiving a prospecting email or telephone call, they quickly decide whether or not they have any interest… or at least a sufficient interest to read or listen more.
And the tendency is to decide they do NOT!
This means business development personnel have only a few seconds to make a positive impression on their audiences.
So, when making prospecting calls or sending similar emails, how might we best address the two most immediate questions our audience is likely to have:
- “Why are you calling/emailing me?”
- “How will I benefit?”
It follows, therefore, that to maximize the effectiveness of outbound prospecting calls and emails we should be prepared with a strong introductory statement or subject line that quickly and concisely addresses these questions…
Consider that it is most common for business development calls or emails to begin with statements about the seller, such as “I’m calling because we have a new…” or “I’m calling because we’re the number one…” These are not overly compelling, and more often bring about the, “We’re not interested…” type of response.
So here’s the challenge: when crafting your “I’m calling because…” telephone introduction, the next word after the word “because” can NOT be one of the following: “I,” “we,” or “our.” Similarly, the subject line in your prospecting email can NOT be about what you do.
Instead, we must craft a subject line that concisely expresses WHY we’re reaching out in terms of HOW our audience will benefit… and a telephone introduction that concisely explains, “I’m calling because and HOW our audience will benefit…”
While this might sound simple, in practice it is not easy. But if our subject line begins with / or if the next word after the word “because” in our telephone introduction is “you,” you’re or “your,” we stand a much better chance of gaining our prospect’s attention or consideration.
Are you up to the challenge?