Many of the companies that enlist our help have either never done real cold-channel business before or think they have (but on closer inspection realise that there was always some old connection or ‘good reason’ for the contact lurking just beneath the slightly warm surface).
It’s not a criticism incidentally; understandably, everyone prefers developing existing leads and working old connections rather than cold-calling prospects off a huge wish list. What it does mean, however, is that most companies coming to us looking to gain more business from cold-channel prospecting aren’t entirely equipped to do so.
The 30-page presentation they’re used to nonchalantly auto-piloting through in front of semi-interested parties is no longer much use. Someone barely interested in switching agencies might swipe through nine tight and mobile-optimised pages on the tube home, but to expect them to care about the history of your building, your copyrighted methodology and the beauty of your carefully-waxed moustache is probably hoping for too much from a cold prospect.
So… imagine a key prospect was only going to look at the first three pages. What would you include? Still want a “hello” page? Still want a gallery of your staff’s mug shots? No, of course not. You want your best case studies that had the most impact. Ok – now imagine you have six pages, what more might you show? Perhaps all the companies that trusted you with their brands? Further case studies showing more disciplines you’re good at? Good – now you’re getting the idea.
Cold-channel prospecting is about respecting the time and (likely) attention of your prospect. If you come at them in a sensible way, they’ll give you the time of day (or at least 30 seconds of it).
NEXT TIME: More stuff. (Such a tease!)