Staring at a list of cold names you have to call can be discouraging. Calling those names and leaving voice mails that never get returned is also discouraging. And finally reaching someone only to be quickly blown off can be downright heartbreaking! Don’t you wish there was a way to turn cold names into warm leads?
It’s called a “touch point plan,” and it’s very effective if done right. A touch point plan is simply a combination of carefully scripted voice messages and emails used in combination over a period of time. How many messages and over what period of time is variable, and I’ve seen some studies recommend as many as six phone calls and five emails over a month’s time.
I’ve been successfully using a bit less — five to seven total messages — but I supplement this strategy by making calls in between trying to “catch” the prospect picking up their phone. If they don’t answer, I don’t leave a voice mail.
What type of a touch point plan you decide to develop (how many calls and emails) can depend on many factors, such as whether it’s a business to business call — and what your target prospect’s title is — or whether it’s a business to consumer call and what hours you’re calling. You’ll find what your sweet spot is if you just experiment a bit.
The bottom line, though, is that the more times you reach out to a prospect, the more likely it is they will become familiar with you and your company. Many prospects will respect your professional and persistent attempts to reach them. Because of this, when you finally do reach a prospect you’ll have built some recognition and credibility, and your prospect will be more motivated to give you a bit of their time.
This is how you turn a cold lead into a warm lead.
Below I’ve listed a sample touch point plan that involves two voice messages and three emails. I first make about a week of calls without leaving a voice mail (assuming I don’t reach the prospect), and then I spread the following touch point plan out over two weeks.
If I haven’t gotten a response or reached anyone after the touch point plan, I then spend the fourth week calling again without leaving a message. I’ve had A LOT of success with this plan and at the end of the four week process, I’ve generally reached those prospects who are reachable.
Following is a sample touch point plan, with generic wording, that you can customize to fit your company and product or service.
Use voicemail to briefly explain your value proposition. (Photo: iStock)
Hi _________, this is (Your Full Name) with (Your Company).
_________, I’m calling about (Your brief value prop — example: “the effectiveness of your online marketing”).
I wanted to briefly introduce you to a way to save as much as 25 percent over what you may be spending now, and still maintain or even increase the effectiveness of your results.
If you would give me a quick call back at (Your Number), we can set a time to speak.
Once again the name is (Your Full Name), with (Your Company Name) and the number is (Your Number Slowly).
I’ll follow this up with an email and another call to you if I don’t hear back. Have a good day.
Send this email right after you leave your first voice mail:
Subject Line: (First Name), I just left you a voicemail
Body of email:
This is (Your Full Name) with (Your Company), sorry I missed you.
I understand that you’re in charge of your online marketing and I wanted to set up a time to briefly speak with you later this week. (If you are not in charge of the advertising, please forward this to the person who is).
We have a new way of maximizing your online advertising spend that reduces what your current budget, yet it also reaches more of the customers that fit your ideal demographic. (Obviously, insert your value prop here). Our model is so effective that you can literally save up to 25 percent over what you’re spending now!
I’d like to schedule a brief conversation to explain how this would work with your company, and I guarantee you’ll at least come away with a whole new way of looking at your online marketing.
If you would reach back out to me with a couple of days/times that might work that would be great.
If I don’t hear back, I’ll reach out to you again next week.
Looking forward to connecting with you.
(Your Name and Company Signature)