Digital Prospecting vs Cold Calling with Ken Guest #267

Today’s guest is Ken Guest, an associate at the Ruby Group. Ken has extensive experience in sales and is the author with Mike Jones a new book titled “Digital Prospecting – Finding, Nurturing, and Closing Sales with Social Technologies”. Ken and I talk about ways to use social media to learn about prospects and then use referral selling to make connections.

Social Prospecting not Social Selling

Ken believes it’s difficult to sell with social media. Better to leverage the information in social media to better understand the buyer. He believes in connecting with all the people you already know in LinkedIn. Once connected, look if they know anyone who might be a qualified prospect. If they do ask for an introduction.

Ken found that on average, 7 out of 10 people will know the person well enough they will agree to an introduction. Also, 4 out 7 will agree to a first time conversation. Not all clients will not give you referrals. But that’s OK, the vast majority will.

Make the introduction through an email. When you get it, “reply all”, taking ownership to set up a chat. The follow up emails should look like you typed them. To your best ability, customize the email for the reader.

Two Week Cadence

Ken believes you should wait two weeks between sending emails. Don’t look too needy. People are busy, give them time to agree and chat. You will get a response. Digital prospecting via referral selling is the foundation of Ken’s entire prospecting process. He even sends prospects homework (cross-out the topics you don’t want to talk about) to ensure their time is respected.

Cold Calls and Cold Emails

There is a very low response rate when coldly reaching out. In some situations you have no other recourse. But if you can avoid it, do.

Make sure the emails look personal.
Speak a bit about your value proposition.
Benefits they will experience.
Reference people and companies they MIGHT know.
Share how prior to working with us, companies have found some good experience.
At the end of the email, “…it would be disrespectful of me to presume anything about your business. If you would be open to a conversation I would certainly welcome it and if you have no interest feel free to let me know that too.”

Again use the two week cadence. Expect a 11% response rate. Not all bought. Forward back the original email and get a 17% response rate. In two weeks,

“I’ve sent you a few emails, I haven’t heard back and have the feeling you simply have no interest. in learning about me or how I work with companies and you’re too polite to tell me that. If you could be kind enough to confirm my suspicions I won’t bother you anymore. ” The response rate is 71% Less than 10 people would say “don’t bother me”. Most would be apologize why they’re not responding due to time.

How To Connect with Ken Guest

This is Ken’s email: ken,guest @ sandler.com

Connect with Ken on LinkedIn: https://www.linkedin.com/in/kjguest/

To get his book “Digital Prospecting” you can find it at shop.sandler.com

Digital Prospecting vs Cold Calling with Ken Guest #267

Social Prospecting not Social Selling

Two Week Cadence

Cold Calls and Cold Emails

How To Connect with Ken Guest

Lead Generation Strategies

Overcoming Sales Fears