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Contact Change Flow: How to connect with the right leads?

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{{first_name}} If you are not the ideal person to talk about sales at {{company}}, would you mind suggesting who it would be?

Since Aaron Ross raised the ball, let’s kick it into the goal!

Whenever we are going to build an Outbound Marketing process, the first step is usually to define who is your Ideal Customer Profile, or ICP.

Within your ICP we define who your persona is, with details about the best person within an organization so you know who you need to prospect directly.

This person tends to be the one who sees the greatest value in your solution, that is, the one who suffers the most from the pain you resolve.

In some cases, you can attack the company’s top people right away, and as a result, it suggests whether or not you are the best person to prospect.

This made a lot of sense here in Brazil, but when the Predictable Revenue was translated into Portuguese, the process further saturated the cash of C-Levels and directors with this type of nomination request.

Therefore, this practice may not be the most advisable for today. Here we can have two scenarios: top-down or bottom-up. Have you defined yours?

Just because you use the phrase I quoted at the beginning of this blog post at the end of the template, that doesn’t justify inserting a random position in the smart leads list with the hope that they will always suggest someone else.

Getting your persona wrong will not only reduce your conversion, but it will also lengthen your prospecting cycle.

Within all this there is still a catch.

The company you are prospecting for does not always strictly follow all the characteristics defined in its ICP. Therefore, it is natural for them to suggest a professional with a different position than you expected to deal with the matter.

The Contact Change Flow

In these cases, you can use the contact change flow.

You don’t need to waste that company, you can go ahead with your prospecting process, but with a different footprint, trying to connect with the right person within the company.

I even suggest that in your prospecting flow templates, you add the question I mentioned here only in the first follow-up, ok? Do not insert right into the first email of the flow.

You can also repeat this technique at another time in your cadence, but don’t repeat it in all templates (please).

Prospecting Flow X Contact Change Flow

Do you know that classic prospecting flow with previously defined touchpoints?

You can follow the same structure, or something very close to it. The biggest difference is that this time we are on a contact change cadence.

You can even take advantage of the bonus that is the name of the person who referred you as a resource to draw attention and arouse the interest of the lead that was referred.

If the answer in the prospecting flow is only:

I’m not the ideal person.

Don’t be shy and face the hustler spirit within you.

Obviously, you’ll get around this objection amicably and engage this lead so that he can get in touch with the ideal person, preferably already with email and phone, right?

Now you enter the lead into the contact change flow.

Templates need to be different from prospecting. While the purpose is the same (to generate a lead), using the same templates can make you feel embarrassed.

In addition, you must make it clear that this is a referral (increases, a lot, your conversion).

If he already presents the new lead in copy in the email you exchanged, or mentions his email in the body of the email, great!

This is the best case. You make the most of it, you already make the first contact and, if necessary, make the first follow-up in the same thread (don’t forget to mark the first tasks foreseen in the flow as completed).

If not, throw him normally into the contact change flow and put on his show!

Nothing prevents the connection to the smart lead via phone, LinkedIn, or any social network. The logic is the same: activate the lead in the flow!

Why Create a Contact Change Flow?

The idea behind a prospecting cadence is to organize your contacts and don’t forget to follow up. In the cadence of contact change, it is the same thing.

Many people usually make a single attempt to contact the new lead (at most a follow-up), or add it to the same prospecting flow as the initial lead.

The advantage of targeting a unique flow for this purpose is that you can track its particular indicators, which are generally much better.

How does this flow work?

I’ll suggest a model, but you can adapt it according to your process:

A good idea for the first email in this flow would be the following template:

If the indicated lead doesn’t respond in this first contact attempt, you can try again this way, a little more empathically:

This template below you can use right after trying to connect by phone. If a gatekeeper answers, you can use their name as a strategy to get the lead’s attention already in the email briefing:

If, in the end, you are unable to connect with the lead at any of the touchpoints in the flow, you can use a breakup email with a scarcity trigger:

Conclusion

Now you no longer have to waste leads when they suggest someone else within the company, or when they say they’re not the right person to make the decision.

This flow ensures that you won’t suffer for lack of visibility or for not having done the necessary number of follow-ups.

The good thing about all this is that you put a few more MQLs at the top of the funnel and, as a hunter, you’re still happy to hit that month’s goal.