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Life Health > Running Your Business > Prospecting

7 keys to power prospecting

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Interested in improving your telephone prospecting results? The trick is to integrate email into your calling efforts. A well-crafted email combined with a solid telephone follow-up can double or even triple your results.

Here are seven keys to making the most of your email and telephone prospecting efforts:

1.   A helluva subject line. The first key is to create a subject line that catches the eye of your prospect, something that is different and unique, that makes her curious enough to open the email rather than delete it. And that’s the challenge. Most people have never been taught how to craft a subject line that screams “Open me!”

2.   An intriguing message. An intriguing prospecting message is a one-to-one message—the kind that doesn’t come from an e-mail blast. This is a targeted strategy, rather than a shotgun approach. It poses a problem that the prospect might be experiencing—something that picks at a “scab,” so to speak, and agitates the reader. It then goes on to offer a possible solution (your product or service) but without specific details. In other words, it teases rather than sells and makes your prospect want to learn more.

3.   Timely follow up. Prospecting emails have a short shelf life. You must make your follow-up call within 24 hours of sending your email. A week—or even two days—is too long.

4.   A gatekeeper strategy. You can use your email proactively or reactively in order to get past your prospect’s gatekeepers. Your email provides you a legitimate reason for calling and increases the odds of reaching more decision-makers.

5.   A superb opening statement. A successful prospecting call must contain a strong opener. A great opening statement will cleverly leverage the message put forth in your email. By reinforcing your audio message with a visual message, you create a one-two punch.

6.   A compelling voicemail. You can also leverage your email with an effective voicemail. Again, the key is to leave a voicemail message that echoes your email. This raises interest and awareness and increasing the odds of a return call.

7.   Persistent but polite follow up. The final key to successful prospecting is to follow up. A combination of a voicemail and email can help stimulate a response. Send an email and then make a follow-up call the next day just as you did with your original email. If you can’t reach your prospect, leave a voicemail message and direct him to your email. If you don’t get a reply, wait three business days and repeat the process.

Putting these seven keys together is not particularly difficult, but it does require some planning and implementation. Done right, though, it’s well worth your effort.

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Kelley Robertson helps sales professionals master their sales conversations so they can win more business at higher profits. Get a free copy of “100 Ways to Increase Your Sales” and “Sales Blunders That Cost You Money” at


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