In my muay thai class, the instructors always talk about the importance of throwing combinations. When students are sparring, they tend to throw one punch or kick then retreat. However, when you throw a combination of punches and kicks, you attack your opponent more effectively at multiple angles.
Salespeople are always looking for a hook/reason to be reaching out to prospects. Sending direct mail can be that reason. However, what’s more powerful is when you send direct mail on top of another reason for reaching out. That’s where you’ll get the most effective results.
I call this strategy the double-hook method, and I’ll explain how you can use it to increase your conversion rates and book more meetings with your ideal clients.
The double hook method uses direct mail along with another hook to reach out to a client to schedule a meeting.
A hook is a reason why you’re reaching out to a prospect. Your hook must be relevant and personalized to that prospect.
This method is effective because you’re delighting your prospect and have a compelling reason to reach out at the same time.
Sending direct mail is a strategy to cut through the noise and lead with value. By sending something thoughtful, you are given an opportunity for your prospect to hear you out.
So when you have a compelling reason as to why you’re reaching out, you’re more likely to book the meeting.
Here’s how you use it:
Find prospects that you have a good reason to reach out to. Here are some strong reasons:
- Recent company news: did some event happen to your prospect’s company like recent funding or an acquisition? Would this news make it a good time for your contact to look at your solution? Send them direct mail congratulating them.
- Following up with a prospect: Did you talk to a prospect and they asked you to follow up in 3 months? Send direct mail and mention you wanted to pick up the conversation.
- Job change: Did a past customer just switch roles to a new company? Send them direct mail congratulating them on the new job.
When you send them direct mail and follow up, reference your reason for reaching out. You can use the template below:
“I sent you [insert the gift you sent] because [mention reason you’re reaching out.]”
“I sent you this bottle of champagne to congratulate you on your new role.”
“I sent you these treats because I wanted to pick up the conversation we had back in three months ago.”
“Congrats on the recent funding! I sent you these cookies for you and your team to celebrate.”
Following up this way is more effective and genuine than randomly sending direct mail.
We had a Business Development Rep (BDR) who scheduled 6 meetings from sending direct mail to 15 accounts (40% success rate).
I asked him why he thought this round of sends went so well.
For the majority of the accounts, he had a strong reason to reach out. He’d spoken to an account and they asked him to follow up this month. Other accounts had recently acquired new buildings which is a good reason in our industry to reach out about evaluating our software.
The BDR would reach out saying “Congrats on your recent acquisition! I wanted to send some cookies to congratulate you and your team” or “I wanted to send this coffee mug to pick up the conversation back in May.”
Using direct mail with another reason to reach out was both powerful and ensured that these accounts were good fits.
Now it’s your turn.
Find an account that you have a compelling reason to reach out to and send them direct mail to make that connection.
Let me know in the comments below what you sent and the response you got.