A Case Study In: Better Prospecting
Theory
“Active prospecting let's people know that they matter; that you've sought them out.”
—Diane Helbig
Modern prospecting falls into one of two categories: everywhere and nowhere. In other words, it seems like the vast majority of businesses choose between two very, very dysfunctional strategies. Either they spray the market with thoughtless spam (i.e. cold emails or cold calls) and try to brute-force its way into the minds of a prospect or they are so hesitant to put themselves out there that they rely on “Build-It-And-They-Will-Come” funnels.
The brute force method is, unfortunately, predicated on mindlessly interrupting people. Companies and people who follow this strategy are lucky if they get response rates of a fraction of a percent. Meanwhile, they burn through thousands of leads in weeks at a time, and burn their reputation while they do it. The idea of efficiency and scale is seductive. If you send 10,000 emails, surely you’ll get an appointment, right? Wrong. Companies that think this way don’t only hamper their own growth, they make it harder for everyone else every time they give into this lie.
Perhaps that’s why so many people and businesses refrain from prospecting altogether. Or why they do a bit of prospecting but can’t keep the momentum going long enough to drive significant results. These folks have the opposite problem to the brute-forcers, but the result is the same: you drown in the noise. You end up being invisible.
Fortunately, there’s a middle way. If you can combine the high-output of the first strategy, with a deeper, more thoughtful, customized approach to each prospect, you immediately separate yourself and your organization from the rest of the pack.
Application & Results
We coach our clients to build unique outreach strategies that combine personalization, authenticity and allow for consistency and scale. Great care is taken to ensure clients aren’t swept up in the siren song of scale. Instead, attention and focus are prioritized on what really matters: their potential clients.
We typically recommend cold-emails for outreach, however, we’ve also seen clients have great success using LinkedIn, Twitter/X, and a variety of creative out-of-the-box solutions like podcasting.
There’s no one-size-fits-all solution to prospecting, but there are time-test principles that people can follow. Using those principles here are some results our sales coaching clients have achieved:
Rolled-out a nation-wide strategy for a client in a tiny public-sector niche that focused on cold-email and inviting prospects to promote their business on a targeted podcast with an average deal-size of $35K.
Designed a research-based prospecting approach (i.e. reaching out to conduct interviews) that positioned a coaching firm as a trusted expert, rather than an unwelcome pest.
A simple cold email flow for a corporate facilitator that included tons of personalization and led to an average reply rate of 18% and a close rate of 85% if an opportunity as present.
Helped realtors across North America deploy a "digital door-knocking” strategy to meet dozens of new prospects each day while they focused on serving their clients.
Unlocked massive consistency for our clients, helping them routinely reach out to 50-100 new businesses each day in a measured, tempered, and personalized way. (i.e. 18,000+ new contacts a year.)
Would You Like To Learn More?
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Confidentiality Notice.
At MXW Group discretion is paramount. Names and events in these stories have been changed where necessary to protect the anonymity of our clients while preserving the spirit of their accomplishments.
About MXW Group.
We are a premium coaching firm that provides luxury coaching experiences for ambitious professionals to help them Think Big, Move Fast, and Stay Focused. We offer two unique 1-on-1 coaching experiences: MXW Confidant, a remote-based coaching retainer, and MXW Oasis, a personalized retreat at a luxury hotel/resort of your choice.
