With all the technology allowing nearly every single step of the sales process to be automated in one way or another, it’s easy to fall down a rabbit trail of systems, bots, triggers, and emails. While it can seem like burning through as many leads as possible as quickly as possible is the best way to go, that’s not actually the case.
Most marketers and salespeople get stuck in the line of thinking that if you reach a higher number of people, you’ll have a higher likelihood of getting a response. In theory, this seems like a golden philosophy. It’s numbers, right? So if you take an hour and are able to reach out to 3,000 prospects, that’s a way better chance of success than to reach 300 prospects in that same timespan, right?
Wrong. While it seems like simple math, there’s a lot more at play.
Let’s say you’re selling sunglasses. In your messaging, you could be reaching out to everything from beach shops and resorts to sporting goods stores, even ski shops. It would be easiest to reach out to all 3,000 sunglass-sellers on your list at once, all with the same message about how great your sunglasses are.
Here’s the problem.
If you have a message that would be suitable to send to 3,000 people at once, chances are it’s very generic. Sure, you can add in automatic merge tags like first name and company name, but when the rest of your message is as non-specific as it gets, you’re not going to be fooling anyone. Your prospects won’t be able to connect with your message and, more than likely, it’ll go right into the spam folder. You might get a couple responses, but you’ll have to send out a massive number of messages to get a response.
Let’s talk about the flip side. When you choose a subset of your larger list that you can more “hone in on” and more closely relate to those you’re reaching out to. For example, let’s say your giant list of 3,000 potential sunglasses retailers consists of beachfront boutiques, sporting goods stores, and ski resorts.
Sure, all three of those have sunglasses in common, but they’re very different. If you mention surfing and include a picture of your glasses being worn with a bikini and flip flops, any ski shops are going to automatically feel like your products aren’t right for them. Conversely, if your message talks about being perfect for hanging out on the slopes, beach boutiques will be quick to hit delete.
Taking an extra couple hours to create and tailor messages to each of your specific potential customer profiles, you’ll be able to more quickly connect to the individuals on the receiving end. In an automation-saturated world where human connection seems to be a thing of the past, something as simple as building out three or four customer profiles with corresponding messages can help you connect with your audiences faster.