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Email Prospecting Strategies for Hard-to-Reach Executives w/ @KendraLeeKLA for @datadotcom
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Email Prospecting Strategies for Hard-to-Reach Executives w/ @KendraLeeKLA for @datadotcom

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Executives are arguably the hardest prospects to reach. Email is an ideal strategy to bypass gatekeepers who don’t understand, and to circumvent executives’ hectic schedules to get on their calendars …

Executives are arguably the hardest prospects to reach. Email is an ideal strategy to bypass gatekeepers who don’t understand, and to circumvent executives’ hectic schedules to get on their calendars – but only if you can get past their glimpse factor. You need an email strategy that’ll catch executives’ attention with a compelling reason to talk, establish your credibility and make them want to respond.

Join prospect attraction expert Kendra Lee and learn:
- 5 fresh email strategies to break executives’ delete barrier
- How to use executives’ priorities in your prospecting email and increase response rates
- The simple 4 step formula to create a compelling message and establish your credibility
- What not to say about your company or offerings
- Tips to get past the mobile phone glimpse factor

You’ll leave with techniques you can apply immediately to get hard-to-reach executives to respond.

Presented by Kendra Lee, recently named one of the Top 50 Sales & Marketing Influencers for 2012 by Top Sales World. Ms. Lee is the owner-president of KLA Group, a world-class sales consulting and training firm.

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  • 1. Email Prospecting Strategies for Hard-to-Reach Executives Kendra Lee PresidentCopyright ©2012 by KLA Group, LLC. v2.3. www.klagroup.com
  • 2. Kendra Lee & KLA Group  President and Founder, KLA Group  Celebrating sales excellence since 1995  Helping organizations get more customers through: – Lead generation – Prospecting – Hiring great sales people  20+ years sales executive, manager & rep experience  Author, award winning Selling Against the Goal  Specializing in:  Midmarket companies kendra.lee@klagroup.com  The IT industry +1 303.741.6636 www.klagroup.comCopyright ©2012 by KLA Group, LLC. v2.3. www.klagroup.com 2
  • 3. Ask your questions via TwitterTweet: @datadotcom #jigsawcontactsVia The Corner! bit.ly/TL10-3-12Or in the Question’s box on your screen
  • 4. …Copyright ©2012 by KLA Group, LLC. v2.3. www.klagroup.com
  • 5. Bad email example Hi Kendra, It has been awhile since we have talked with you so I thought I would send you our information as well as our website address to remind you of all we do. www.appointmentsetting.com Hope things are going well for you; look forward to hearing back from you. Appointment Setting Inc (ASI) is a business development and customer acquisition firm providing Demand Generation and Channel Development programs. We work with numerous Industries along with those mentioned below. We help our clients get in front of more closable opportunities by providing qualified lead generation services. EXPERIENCE: In technology, we’ve focused on backup/disaster recovery (BDR), Managed Services, Security, Virtualization, Consolidation, Hardware/Software solutions and other technologies working with companies such as Zenith Infotech, ConnectWise, Iron Mountain, Tandberg, IBM, HP, Red Hat, Avnet, Packet Design and hundreds of their partners. In healthcare, we’ve focused on Electronic Medical Records (EMR) and long term care working with companies such as gloStream, Accu-Med, Vocollect Healthcare, Harmony Healthcare IT, ChartLinks, SynergyCare, Millennium Pharmacy Systems and more. If you are a Zenith partner, send email to zenith@asi.com with the geography you are located in and schedule a few minutes to find out why hundreds of partners have used our services over the past 4 years. I would like to discuss how we could provide a very efficient, cost-effective, scalable and predictable process to grow your business. You may contact me anytime regarding this information. Regards, DickCopyright ©2012 by KLA Group, LLC. v2.3. www.klagroup.com
  • 6. What not to mention 1. Solution talk 2. Everything your company does 3. Multiple trigger events 4. More than two references 5. Discounts or specialsCopyright ©2012 by KLA Group, LLC. v2.3. www.klagroup.com
  • 7. Create an email message that grabs the executiveCopyright ©2012 by KLA Group, LLC. v2.3. www.klagroup.com
  • 8. What’s the issue that’s at the top of their value curve?Copyright ©2012 by KLA Group, LLC. v2.3. www.klagroup.com
  • 9. The executive value curve Critical priority Emerging priority Delegated priority VALUE TIMECopyright ©2012 by KLA Group, LLC. v2.3. www.klagroup.com
  • 10. Find critical or emerging prioritiesCopyright ©2012 by KLA Group, LLC. v2.3. www.klagroup.com
  • 11. Use a trigger event  What it is  Impacts the business significantly  An issue or opportunity  Examples  Security breach in a competitor  Margin pressures  High staff turnover  Acquisitions in the industry  Government regulation, such as HIPAACopyright ©2012 by KLA Group, LLC. v2.3. www.klagroup.com
  • 12. Four-step formula to access + + + Trigger Event Value Offer Call to ActionCopyright ©2012 by KLA Group, LLC. v2.3. www.klagroup.com
  • 13. Overhauled: Add the executive’s perspective Subject: BDR lead generation Hi Kendra, Backup and disaster recovery is critical for your clients, but identifying new prospects can be a challenge because they often haven’t thought about it. We’re helping clients such as Zenith InfoTech and Packet Design to find new back-up and disaster recovery prospects in a very efficient, cost-effective, scalable way that’s growing their market share. I have some ideas about how you can raise your target market’s awareness about the importance of backup and disaster recovery and generate new leads. By chance are you open Thursday at 11:00am ET for us to talk? Let me know. I look forward to your reply! Best regards, DickCopyright ©2012 by KLA Group, LLC. v2.3. www.klagroup.com
  • 14. Keep it short and sweet for mobile phones 1. Make it feel personal  Relevant subject line  Trigger event in first sentence 2. Keep it short  3 brief paragraphs  Under 100 words or less  Limit signature line length 3. Make it easy  No graphics so loads quickly  Include a call to action  Offer to send a calendar invitationCopyright ©2012 by KLA Group, LLC. v2.3. www.klagroup.com
  • 15. Developing an Executable Lead Generation Strategy  Create a 6-month lead generation strategy to attract qualified leads  Plan activities and launch strategy  Outline key messages and offers  Determine the number of leads you need  Identify top two best-odds target markets  Includes tools, learning guide, recordings and expert review of your strategy  4 live virtual training sessions to make you an expert  Starts Oct 4 Your Target MarketCopyright ©2012 by KLA Group, LLC. v2.3. www.klagroup.com
  • 16. Creating Compelling Lead Generation Content  Write content you can start using immediately:  Write email campaigns prospects will respond to  Write a direct mail letter to catch prospects’ attention  Craft social media comments that engage new contacts  Design an event your target market can’t wait to attend  Choose offers that will draw new prospects in  Includes tools, samples, learning guide, recordings and expert review of your content  8 live virtual training sessions  Begins Oct. 25 Save 40% Coupon Code: LGC40Copyright ©2012 by KLA Group, LLC. v2.3. www.klagroup.com
  • 17. Share your thoughts with us onThe Corner!bit.ly/CornerEventsFind us anytime: @datadotcom /datadotcom
  • 18. Questions: bit.ly/CornerEvents Starting Oct. 4: • Developing an Executable Lead Generation Strategy Master Series, 4 sessions • Creating Compelling Lead Generation Content Master Series, 8 sessions Details & register: www.klagroup.com Connect: Kendra Lee, President KLA Group klee@klagroup.com +1 303.741.6636 www.klagroup.com (free weekly sales tip) Kendra Lee KendraLeeKLA KLA GroupCopyright ©2012 by KLA Group, LLC. v2.3. www.klagroup.com 18
  • 19. Thank you for coming! Kendra Lee, President KLA Group klee@klagroup.com +1 303.741.6636 www.klagroup.com Kendra Lee KendraLeeKLA KLA GroupCopyright ©2012 by KLA Group, LLC. v2.3. www.klagroup.com