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Hey 👋 

In this week’s newsletter, we will discuss how to turn cold outreach into hot qualified prospects waving their credit card at you and wanting your offer.

I received a client’s message yesterday saying they’re freaking out!

They had just increased their prices by 10% and got zero pushback!

How is it possible to increase your prices, get zero pushback, and still get oversubscribed? I hear you ask!

Read on, and I’ll break it down for you. 

It starts by getting really clear about who is a good fit for your product or services and what job they’re trying to get done.

Here’s an example:

Let’s say that your ideal customer is a law firm, and the buyer persona is a fee earner. You know the job they’re trying to get done is to get more qualified leads, but the problem they have is they’re unsure where to start, and you know they have tried to use social media and attend networking events, and nothing has really worked. 

You also know that if they do get the job done, they are on a fast track to promotion, more money, a corner office and their own team of fee earners. 

When you know this information, you are armed with weapons-grade data that makes you stand out to them and assists you in getting your prospect’s attention. 

So how do you use this to create red-hot leads? I can hear you ask!

Here is a framework that will make you look like Jordan Belfort to your peers (except what you’re doing is 100% legal). 

This framework is known as ‘AIDA’, 

A – Attention

I – Interest 

D – Desire

A – Action

Let’s put this together so you can see how it works. 

Attention

What is everyone’s favourite topic? 

You nailed it, themselves. 

What have they shared recently that you can talk about that will get their attention? 

Interest

You know that if they get their job done, they’re on a fast track to promotion, a huge pay rise, a corner office and a team of fee earners.

Desire

To make someone desire something, you either take something away from them or show them someone else who got it and has benefited hugely. 

Action

If you don’t ask someone to take action, chances are they won’t. 

Make it very clear what the next steps look like. 

Here’s an example of this script: 

Karen,

I just read your latest article/blog about [INSERT TITLE], and I found [INSERT KEY POINT] really resonated with me. I’m curious about how you worked through this.

It did remind me about [INSERT A KNOW CLIENT], who I worked with, and how they kept bumping into fee-earning challenges that slowed their promotion and held them back. 

Some of the strategies I shared with [INSERT A KNOW CLIENT] could work for you and help you, but I’m not 100% sure.

Would you be open to a chat to explore if these strategies can help you crush your fee-earning goals and be the most talked about person in your firm?

This type of script works so well because it’s highly personalised, it’s got zero sales pressure, the wording even melts away sales resistance, and it asks them to make zero commitment. 

Let’s break it down for you. 

Attention Stage –

Karen,

I just read your latest article/blog about [INSERT TITLE], and I found [INSERT KEY POINT] really resonated with me. I’m curious about how you worked through this.

First, we don’t say Hi, or Hello. Most sales messages start this way, and you’re not trying to make friends; you’re trying to get their attention.

We then reference something they wrote or shared, which is incredibly personal to them, and you also highlight a part that resonates with you (please be sincere here).

Finally, you ask a question, and people feel compelled to answer questions. 

Interest Stage – 

It did remind me about [INSERT A KNOW CLIENT], who I worked with, and how they kept bumping into fee-earning challenges that slowed their promotion and held them back. 

Introducing a client people know, or even a situation they can relate to, will get people interested to learn more. 

And then, by leading with the known problem, i.e. fee-earning challenges and the pain of holding them back, they will be eager to continue to read more. 

Desire Stage – 

Some of the strategies I shared with [INSERT A KNOW CLIENT] could work for you and help you, but I’m not 100% sure.

At this stage, you still haven’t said you can help them or promised anything. You stated you have experience with their known problems and, more importantly, helped others with the same challenge. 

By displaying your experience and understanding of their situation, you present yourself as a trusted advisor, not a salesperson. 

Also, by suggesting that the strategies may not be suitable for them, you make them desire it more because people don’t want to feel like they’re missing out. 

Action Stage – 

Would you be open to a chat to explore if these strategies can help you crush your fee-earning goals and be the most talked about person in your firm?

At this stage, you haven’t asked them to book a meeting. However, you have made it clear what you would like to happen next and highlighted the possible outcome of the chat. 

It’s always a good reminder to leave any conversation with the prospect thinking about possibilities because they will find a way to talk themselves into it. If you leave them on pricing, they will find a way to talk themselves out of it. 

This framework has won me thousands of pounds of business, and I’ve never met the people, not even a Zoom, just a phone call. 

It takes a little more effort to gather the information, but the results are worth it., 

Start using this approach to your cold outreach, and I promise you this, in three months from now, you will be emailing me saying you have too much work. 

Chat next week

Jon

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