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Finally! A Contact Strategy That I Appreciate
By John Barrows | February 22, 2017

There are three types of contact strategies in my experience: 1) Tailored: where you do research on a specific person or company and then craft multiple, relevant, and direct messages, 2) Targeted: where you segment contacts based on similar characteristics and develop messages that focus on their broad priorities or challenges, and 3) Templated: where you create various, self-serving templates about your great solution and then blast messages out to everyone on a list.

I think the Templated approach is a waste of time. My preference is the Tailored approach, but the challenge is in how much time it takes. However, using a Targeted method allows you to scale your activities and to test out different approaches, but people rarely do it right.

Recently, though, someone took a Targeted approach with me and it’s the first time I’ve seen this approach done right so I wanted to share. I usually write or post about bad experiences or examples, but this one is great and I want to give credit where credit is due.

Take a look at the sequence of e-mails Russell from Rupean sent me below. It’s evident he didn’t do any specific research on me or my company — the Tailored approach — but it’s also evident that he knew who he was targeting (Targeted approach). Each e-mail takes a slightly different angle, talks about a different pain point or addresses opportunities specific to people or companies like me. He also changes up the calls to actions. He references customers, case studies, and results along the way while staying professionally persistent throughout his five e-mails in less than a month’s time.

If you’re a sales rep and need to get your numbers up, please don’t send generic templates. If you do, you’re no different than Marketing and will be replaced sooner than you know. Do the Tailored approach to at least a few accounts every week. To get the volume up, try the Targeted approach and take some notes from Russell.

Make it Happen!

Email 1

From: Russell Pollack
Sent: Tue Jan 24, 2017, at 5:02 PM
To: John Barrows
Subject: These apps can add value to your training services

Hi John,

Would you like to know how our partner training agencies use web and mobile solutions to improve training experience and upsell?

We develop custom training apps and elearning systems that improve engagement and provide complete reinforcement programs to sales reps. Leading companies like Novartis, Actavis and Janssen have seen substantial improvement in knowledge retention and overall better training results with our solutions.

Shall I send you a brief pdf with an overview of the training apps?

Respectfully,
Russell Pollack
President
Rupean Inc.

Email 2

From: Russell Pollack
Sent: Thu Jan 26, 2017, at 9:52 PM
To: John Barrows
Subject: Re: These apps can add value to your training services

Hi John,

You’ve received a quick introduction from me a few days ago regarding custom mobile apps for live training.

As I’ve mentioned earlier, our clients were able to substantially improve knowledge retention thanks to these apps, not to mention the extra profit from upselling.

Is that something of interest to you? Are you already using any web or mobile apps for your trainings?

Respectfully,
Russell Pollack
President
Rupean Inc.

Email 3

From: Russell Pollack
Sent: Tue Jan 31, 2017, at 9:31
To: John Barrows
Subject: Re: These apps can add value to your training services

Hi John,

Have you ever thought of the ways to get your trainees even more involved during your training sessions?

Witnessing quite a number of live training events, I saw that sales reps can be a tough crowd. Trainers often struggle to keep them engaged, especially towards the end of an event.

That is why we’ve partnered with training agencies to develop this mobile kit for live training that brings interactivity, gamification and entertainment to the classroom.

Would you like to have a brief call to discuss the tools that can further improve engagement during your live training events?

Respectfully,
Russell Pollack
President
Rupean Inc.

Email 4

From: Russell Pollack
Sent: Tue Feb 07, 2017, at 10:11 AM
To: John Barrows
Subject: Re: These apps can add value to your training services

Hi John,

I just wanted to quickly share a success story about one of our educational games.

We have developed this educational game to assess knowledge of sales rep’s during a 3 day Product Launch Event and it turned out to be a great solution to get attention and engagement of sales rep’s after 3 days of exhausting workshops and lectures.

See the success story about our Wheel of Fortune Educational Game here (PDF material).

Would you like to know more about our expertise in sales training and educational solutions? If so, let me know when you are available for a call.

Respectfully,
Russell Pollack
President
Rupean Inc.

Email 5

From: Russell Pollack
Sent: Thursday, February 16, 2017 2:40 AM
To: John Barrows
Subject: Re: These apps can add value to your training services

Hi John,

What are your strategies to switch your clients into ‘training as a process’ mode?

I’m sure you’ve heard about 84% of reps forgetting what they’ve learned without proper reinforcement (according to ‘Training Industry) or similar stats.

That’s why we’ve developed and implemented a number of tools that help provide systematic and highly effective reinforcement:
Educational games – pre-set game series to revise training material
iLibrary – easy to navigate knowledge base for those who work in the field
Brand and Sales University – ‘all in one’ custom elearning system for year round reinforcement.

Would you like to have a quick call so that I could learn a bit more about your reinforcement strategies and see whether you can leverage our reinforcement tools?

Respectfully,
Russell Pollack
President
Rupean Inc.

My Response

Hi Russell,

Nice work on the professional persistence and contact strategy. Let’s talk. Here’s a link to my calendar to schedule a time to talk.

John Barrows – Owner
www.jbarrows.com

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