It’s no secret that I teach a direct to corporate strategy
that allows my clients to go direct to their dream clients and allow
them to show up with credibility so that when someone calls them,
they not only get through but get treated with infinitely more respect than
if they simply “cold called” or “cold emailed”.
It’s a strategy that I developed out of necessity when I exhausted the leads that
I had in my warm market and I became frustrated with the complexity, expense
and lack of results I got with marketing funnels that
would, in all likelihood not attract the clients I REALLY wanted to deal
It’s so interesting speaking to people that are going direct and complaining
about the fact that cold email and cold calling rarely gets them anywhere.
After speaking to many of these people, I find that they are typically
making either 1 or all of the following mistakes.
1.They are choosing middle management as a target
This rarely works for a couple of different reasons. Firstly when you
start a sales conversation with a middle manager you are dealing
with someone who has a lot to loose when it comes to recommending
a solution or a vendor off their own bat.
What this means is that if things go badly with your product or service
and they have backed you, it will blow back onto them – why ? because
they were the one that backed you in the first place.
What works a lot better is to go direct to the business owner with the
intention of getting referred down to the middle manager.
That way they will be starting a conversation with you because they
have been asked/told to by someone higher up.
This makes them way more likely to say yes faster in a sales conversation
with you because they have less risk to do so.
2.Their primary initial method of contact is a cold email
This is a bad idea because of the company you’ll keep as someone
who is sending unsolicited mail.
Don’t believe me ? just have a look in your spam folder.
When you send a cold email to someone who doesn’t know
you from a bar of soap you get perceived in exactly the same light as
the guy from India who suggests that he can get you on the front page
of “the Google”
When you consider that on average only 17% of people even open emails,
this approach is really like shooting yourself in the foot. I’m not saying
that you won’t get any results but what I am saying is that they will be
3.They don’t send a message that is relevant to the target.
If you simply send a product brochure you are simply showing up as
an also ran. Your approach needs to contain information that solves
a problem for your client. If it doesn’t, then you are simply sending them
an unsolicited product pitch.
The use of education based marketing is what will make the difference
here and can mean the difference between your information being
instantly discarded and getting through to your target and you getting noticed.
4.They get the message right then send it in digital form to the client
Look, the digital road to your client is in GRIDLOCK. they are getting
bombarded with text messages, emails, direct messages, tweets
The offline road to your client on the other hand is empty. Why ?
because almost no one uses direct mail anymore.
Plus, if you can show up in physical form on your client’s desk,
and send something that has high enough perceived value that
they won’t throw it out, you are now not only taking up space
on their desk, you are taking up space in their mind.
I will be talking at length about this approach in the up coming
seminar I am running on the 27th September in Perth.
If you’d like to join us, simply go to this link.