Ben Bennett, CEO at Second Voice Pro, and Mike Piddock, CMO, explore the intricacies of handling replies to outbound emails – a critical aspect for businesses engaging in proactive customer outreach.
Why does this matter?
We talk about the importance of understanding the recipient's mindset during outbound outreach. Unlike inbound marketing where leads are often in a buying frame of mind, outbound targets individuals who may not be aware of a problem or a solution. This therefore requires a thought-through approach to engage prospects effectively.
Common outbound email replies (and sample responses):
The "I'm the Wrong Person" Reply
When faced with the "I'm the wrong person" response, Ben suggests not accepting it at face value. Instead, he advises digging deeper by picking up the phone for a verbal conversation or utilising LinkedIn to find the right contact within the organisation. The goal is to turn a potential dead end into an opportunity for a warm introduction.
The "Interested, but Not Right Now" Reply
When prospects express interest but defer action, the key is not to relinquish control of the timeline. Ben recommends seeking to understand the reasons behind the delay, attempting to secure a future date, and maintaining regular contact through strategic nurturing.
The "Already Using a Competitor" Reply
Addressing the common objection of using a competitor, Ben advocates for viewing this as an opportunity rather than a setback. By understanding why the competitor was chosen, businesses can gather valuable insights for future engagements. The focus should be on building relationships and staying top-of-mind for potential future opportunities.
The "I Don't Have a Problem" Reply
When prospects claim not to have a problem, the approach shifts to education and support. By sharing relevant case studies or scenarios of similar businesses, sales teams can gently guide prospects toward recognising potential issues and positioning their solutions as valuable assets.
The key thing to note is that outbound efforts extend beyond immediate sales. Building awareness, relationships, and gathering insights are integral components of a successful outbound strategy. The conversation highlights the importance of adopting a long-term perspective, not just focusing on immediate meeting targets.
Outbound email replies are not roadblocks but opportunities for learning, relationship-building, and value creation.
By approaching outbound outreach with a holistic mindset, businesses can navigate responses effectively and cultivate enduring connections with their prospects.