One Step Sequence

Are you sending more automated outbound than you were 5 years ago?

If you’re like most sellers and marketers, the answer is yes.

As reply rates for cold channels continue to plummet, should you be increasing your volume or decreasing it?

If you’re asking me, we should be decreasing our outreach volume AND our reliance on prospecting automation.

We can’t just decrease our volume – we still have to sell.

So, what do we do?

Shoot your Best Shot FIRST

Imagine Eminem was right all along, and you really only do get “one shot or one opportunity” to make your mark on a prospect and set that meeting.

Your approach probably wouldn’t be to create a 10 step sequence – even though conventional wisdom tells us we need 8+ touches to reach a prospect.

You’d probably choose the most creative approach you can think of, in the channel you’re most confident.

For me, it would be a video message or direct mail.

Those mediums allow my creativity to run wild and make me feel the most confident in my ability to start a conversation.

Maybe your answer is a cold call.

That works too!

The only wrong answer is not taking your shot at all.

Build around your Best Shot

Luckily, Marshall Mathers isn’t going to write a diss track about you if you send more than one outreach.

Use your best shot to influence where you go next.

Let’s take direct mail as an example.

In our example, I’m prospecting into the CHRO of a Fortune 500 company.

I direct mail her a manilla envelope that contains printouts from an empty Excel workbook and a rock. This makes sense if you know the product I’m trying to sell her will render Excel useless for her benefits team. The rock is just fun because it always beats paper.

Once that amazing package has been delivered, I’m picking up the phone to ask what she thought of the package.

No answer to my cold call?

I leave a voicemail that points to an email I’m sending.

Now, I’ve created 4 touches around 1 extremely compelling first outreach attempt AND increased my likelihood of breaking through the noise because of that first touch.

Leave No Doubt

Regardless of the outcome of your outreach, you will feel better as a seller if you’ve taken your best shot and left it all on the field.

Don’t start that 10 step sequence and think quietly to yourself “steps 1-6 might not do much, but this prospect is just going to love step 7”.

Lead with your best outreach. Show your prospect you actually give a shit. Wash, Rinse, Repeat.