581. David A. Fields, Pursuing Cold Leads

Show Notes:

In this episode of Unleashed, Will Bachman discusses cold outreach with David A. Fields. David advises that cold outreach is a last resort tactic and should not be included in the mix of marketing strategies. Instead, he suggests that consulting firms should focus on the five marketing musts to build their network.

Why Cold Outreach is Inefficient

David emphasizes that cold outreach is remarkably inefficient for most consultants, as it is often slow to close and has a long sales cycle. He suggests that firms should experiment with cold outreach to find the best approach based on client feedback and experience. David also shares some historical insights about cold outreach. Cold outreach tends to respond better when closer to product sales when hardcore selling messages works better. David states that, when selling expertise and experience which is trust driven, cold outreach doesn't work well.  

The Aggressive Reframe Approach

Aggressive reframe, which involves asking for something rather than just asking for it, can also work well for cold outreach. David suggests that most consulting firms think they should differentiate versus competition, but this is not how they win business. David explains what the aggressive reframe approach is and how it works for consultants.

The 111 Messaging Effective Outreach Technique 

David discusses the effectiveness of 111 messaging, a technique developed for cool contacts in your network core. This approach is particularly effective for cold outreach on LinkedIn, as it requires some modifications. He explains that 111 messaging is a way to construct messages to people, focusing on the other person and their needs. It is a right-side-up email, one line, and one question that must be easy to answer. The 111 approach is designed for cold outreach and works well on LinkedIn. The message should be one-sided, one-line, and asks one simple question. The message should be short and simple, and the recipient should be able to answer the question easily. David shares the response rate from this technique, which is better than any other engagement technique, and offers examples of simple questions to ask. 

How to Use Cold Outreach Effectively

David talks about using cold outreach correctly  in acquiring clients. He believes that it is not efficient enough to get leads, as it requires a long sales cycle and a high close rate. To do cold outreach correctly, he suggests viewing it as the first step in a three-year process of winning clients and think of it as an investment in gaining future clients. David shares his tips on how to engage someone connected through LinkedIn who may be a potential client. The best practices in messaging are discussed, including keeping messages short to the point and focused on a topic that meets the needs or interests of the recipient. David also shares a story about using focus groups and how companies can be encouraged to launch products that nobody wants. He talks about  the Ben Franklin approach, which involves asking for a small favor instead of trying to give a favor, such as asking for help on articles, webinars, research, podcasts, or other activities.

How to Use Content as Lead Magnets

The conversation turns to the concept of lead magnets, which is content that people can download and engage with on social media. David offers the example of his two published books which have generated millions of dollars in business. He believes that a book is a lead magnet, but it is not free on the website. He suggests that the best way to convert people who consume content into clients is by creating an opportunity for them to join in and engage in conversation. It is suggested that, instead of just putting content out there, it is important to create engagement and opportunities for people to join in and interact with the content. 

It is recommended that, if someone comments or downloads a piece, there are steps that need to be taken to reach out to that person.  Higher engagement approaches, webinars, and podcasts that generate a conversation have been more successful than just putting content and lead magnets out there. David discusses the importance of making it easy for people to reach out to a firm. He believes that longevity and having published around 500 articles in addition to books contribute to this success. He also mentions that they do not engage with their tribe members, but rather let them know about the Boutique Consulting forum and he discusses models for engaging with tribe members.

Timestamps:

04:55: Cold outreach techniques, including Ben Franklin approach and 111 messaging

10:03 Using 111 outreach for consulting firms to re engage with leads

17:16 LinkedIn outreach strategies for connecting with potential clients

20:37: Lead magnets, cold outreach, and converting blog subscribers to clients

26:35: Creating opportunities for conversation in content marketing

32:24: Cold outreach effectiveness with client success stories

Links:

Sales Benchmarks: https://www.davidafields.com/important-sales-benchmark-for-your-consulting-firm/

Website: www.davidafields.com.  Unleashed is produced by Umbrex, which has a mission of connecting independent management consultants with one another, creating opportunities for members to meet, build relationships, and share lessons learned. Learn more at www.umbrex.com.