More is better unless better is more.
??????????? Sales drives revenue and as a business owner, more revenue less stress, right? Or more margin less stress? Not sure, that is for you to figure out. This brief break down has nothing to your personal stresses or how to manage your P&L. Let me ask you this, do you feel less stressed the more prospects you have? Or maybe a better question is this… When you prospect, do you go harder in the volume side? Or do you get as hyper personalized as you can?
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First thing you gotta remember about pipelines is that they need to be banged on. If you follow what I teach regarding sales and marketing, you will see that I push heavy on “NEW BUSINESS.” And I do that for one reason. Most people baby a pipeline and hope it works out. SO I put a large emphasis on stuffing, shoving, ramming, forcing & stacking new prospects in your pipelines as EVER one needs more new business.
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Let’s assume you’re sending bulk mail or making calls etc something outbound is what we will assume you are doing. Here is how it works… You can send volume aggressively and get results. I have done this many times. I used some generic opener aka first line and send out 100k emails a day. The results eehhh they were okay. I have also sat there and wrote customer emails per prospect and gotten way better results 95% plus open rates, 7% reply rates etc. I have also done both calling. Turned on a dialer and smoke 500 outbound calls a day VS researching each prospect for a few minutes before calling. Same type of result as the marketing style is the same (outbound). If you are going to send volumes you need to do it in the upper tier of volume for cold mail, etc if you want to take the volume approach you need to send thousands per day 25k minimum. Calls, you need a team smoking on a dialer for you. If you have less resources take the quality approach. Research prospects for a few minutes and then call or email. But this is not a guide on how to do that (I have written it see my articles on LinkedIn) not this is to tell you the secret… to share with you where the “sweet spot” is between the two. Here is how it goes.
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The sweet spot
The sweet spot is heavier on the volume side BUTT with as much customization as you can add. For example, if you are sending a marketing email to xyz companies. Try and make the case study you send to them very similar to the prospect NOT just Hey {first name}. Try and send a case study that replicates that organization’s identity. How do you get personal? Well, you need to start with your database or the old rolodex. Sit, like literally sit down and figure out how you can group prospects together and match up what they have in common. Did they all just go to a conference? That is a good on. Example: “hey Jim, I was hoping to see you at xyz event, did you see the {booth or event type}. I thought it was pretty cool how they did blah blah. This is called HYPER PERSONALIZED. ?This is not just an email script you can call and say the same thing. The point I am making here is your need to add as much customization as you can at scale.
The Final
I asked you earlier “When you prospect, do you go harder in the volume side? Or do you get as hyper personalized as you can?” My answer… Both aka the “Sweet Spot” I want a stacked up, juicy, big boy pipeline and I want a ton of deals closed. How do you do that? You stack up your pipeline as much as you can. Then you bang on it aka FOLLOOWWW UPPPPPPPPP with it all the time. Always have a new excuse as to why you’re reaching out! Use your imagination and come up with some stuff. Get over that fear of being annoying bs you play in your head and pick up the phone and call your prospects or someone else will. I would rather lose a deal from over committing and calling to much vs not calling enough. I would rather see “Don’t email me anymore” vs “we just did this with someone else.” You need a big pipeline to close a lot of deals. The way to do that is to prospect the right way which is taking advantage of the “sweet spot.” Get as customized as you can aka hyper personalized as you can without sacrificing volume aka sending or reaching out at scale.