Here is a brief explanation of the steps you need to take to reach out "cold" to powerful people..
This is from my good friend Oren Klaff author of Pitch Anything
He has closed over $1 Billion from high net worth clients .. so he is worth listening to!
Here are some ground rules for interacting with decision makers, CEO's and power brokers in general.
- I always reach out by email, and make sure the first half of the email is about them, not about me. For example. "John, I noticed you invested in Mulesoft in March and your interview with CBS was about the Internet of Things ..."
- Cold calling is dead and has been for years. I truly hope this isn't a surprise to you, because I don't know a single executive, VC or CEO who is open to cold solicitation. Most do not answer their phone unless it's a colleague, wife, kid or chairman of the board.
- Do not email or contact a prospect unless you have some kind of warm social connection. Don't have one? Work harder. There's a million ways to wiggle into someone's social network in less than a week.
- No selling in the intro email. You shouldn't even try - just point out that you have some common interests, prove that you aren't a 'bot’ or marketing blast, give some details on why you should connect, who you know in common and why it makes sense to get on a quick call.
- Propose a call based on the following schedule
- 15-days out if you have no real connection to the prospect
- 10-days out if you have a weak social connection
- 3 to 5 days out if you have a solid, personal intro - Cut the fat, this kind of email should be 100 words or less . Use the word-count feature in Word to keep track. Just keep trimming until you get into that 75-100 word sweet spot.
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To your success,
Hugh
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