“Know your audience. Learn about their routines and time your outreach to find the times that they’re going to be most available” – Scott Ingram in today’s Tip 393
How about you? How’s your executive outreach?
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Scott Ingram: You’re listening to the Daily Sales Tips podcast and I’m your host, Scott Ingram. There was a series of three tips earlier this week from Stu Heinecke, Jeff Bajorek and Denis Champagne that were all geared towards reaching out to C-level and other senior executives. Today I thought I’d add on to that series with a quick thought about when it might make the most sense to do some of that outreach.
Begin by thinking about what a typical day might look like for the executive you’re trying to connect with. I highly recommend talking to the same type of executive inside your own company to learn about their schedule. If you’re trying to connect with CMO’s, talk to your own CMO to understand how they structure their week and manage their time.
Typically I think what you’ll find is that during the normal workday they are almost always completely booked in a wall to wall series meetings with very little white space on their calendar. Which means the odds of them responding to your message or call during regular business hours is pretty low.
Most executives and other high performing professionals will also take a little bit of time on the weekend, and that time most commonly is Sunday afternoon or Sunday evening to do some preparation for the week ahead.
What that tells us is we should probably be thinking about trying to connect with them at times that they’re not completely covered up and not available. Send an email Sunday afternoon. Make that call earlier in the morning or after 5 o’clock when the day’s meetings are behind them. Time your outreach based on the realities of their schedule.
I’ve actually been thinking about changing the timing of the weekly email for those of you who are on the listener list. Traditionally I’ve sent those either Wednesday or Thursday morning, but not too long ago I sent a message on Sunday that had the highest engagement rates by far, and that makes sense. The top-performing sales professionals that are attracted to my podcasts aren’t very different from other executives. Typically we’re busy and have our own priorities that we’re focused on during the regular workday. Many of us start to do some planning and prep before the week starts on Sunday.
So know your audience. Learn about their routines and time your outreach to find the times that they’re going to be most available and when the average, lazier sellers aren’t working hard enough to get access to the senior executives that you’re now actively building relationships with.
Thanks for listening and come on back tomorrow for another great sales tip!