In Part I of Social Selling we produced a list of 51 strong account leads.
We have the leads, now is the time to pick up the phone, send emails, InMails and other measures in cadence to get a meeting, work the process and get ink!
“Remember that a person’s name is to that person the sweetest and most important sound in any language.”
Just one small axiom from the brilliant mind of Mr. Dale Carnegie and for the purposes of our new business development plan, a guiding principle.
And we also want to take it a step further, hearing their name is sweet as is hearing what is important to them is understood and appreciated by you, the potential vendor.
Let’s unpack that by using an example.
I edited out the name of the company but this is a headline from a current LinkedIn Profile.
Company XYZ works with award-winning architects to design and engineer highly efficient, sustainable homes using the latest in building technologies, components and design. Building state-of-the-art single family residences, apartments, and condominiums located in the Seattle area, we use site-friendly designs to minimize the impact on the land. Our homes offer functional open floor plans, creating stylish living spaces with high-end finish details, and construct many of them to standards established by the Master Builder’s Association’s BuiltGREEN, five star certification.
In that short paragraph this company did an amazing job of expressing the values important to them and the values that guide their business.
Your task (and it is an easy one and easier with practice) is to read that headline and create a custom InMail.
When I read the headline I read that:
- They value quality and because of that work with vendors recognized as the best in their respective fields.
- Respect the ability technology has to make improvements and do so with less impact on the environment
- They are concerned about impact of the land. So they are eco-conscious
If I am a smaller construction firm looking to work for this company now or in the future, I am going to send them a short email tailored to their values.
I trust this message finds you well.*
After reviewing your LinkedIn headline, it was clear we share several values and at first blush, we could be strong partners now or in the future.
Here at Acme Construction we have been honored with over fifty 5-Star google reviews and a AAA rating from the BBB. Since our inception we have delivered work that is at an industry leading standard.
We also utilize the latest technologies to promote efficiency and sustainability. Leveraging modern technology enables us to create modern solutions at significantly reduced costs to our vendors and to the environment.
The firms that work with us turn to us for many reasons and perhaps the most important reason is that we share values. This results in long lasting, meaningful relationships that promotes our shared goals and values.
What are your thoughts on visiting so that we can learn more about your firm, upcoming projects and see if we can be a fit?
Can we calendar something for next?
Now go and get that new business! COVID is not an excuse! Always be proud of what you do and go share your skills with the world!
Yours in New Business Acquisition,
*PLEASE don’t say “I hope this finds you well.” Be the one person out of 1,000 that takes a unique approach. It works!