#003: Get your message delivered

Welcome to part 3 of our series on outbound sales. How to create more pipeline by sending the right message to the right person at the right time through the right channel.

Part 1: How to build your target lists (right person)

Part 2: Write messaging that gets replies (right message)

Part 3: Get your message delivered (right channel, right time) ← This post

Part 4: How to personalize your messaging

Read time: 3 Minutes

You could write the right message for the right customer, but if they don’t see it, it won’t matter. So how can you break through the noise and get your message delivered?

Break through the noise

Many sales reps depend solely on email blasts for prospecting, which results in your prospects receiving an overwhelming 121 emails daily, most of which are instantly deleted. To differentiate yourself, you need to stand out in the inbox and diversify the channels you use.

A channel is the mechanism used to deliver a message. The most common are email, phone, social media, direct mail, and in-person.

Until you connect with someone, you won’t know their preferred method of communication. Each person has their own unique preferences. It’s your job to find the channel they prefer.

Timing matters too

It can take up to 12 different touchpoints just to get a reply.

Let that sink in for a moment…

Let's assume you’re able to deliver the right message to the right person on the right channel, but the timing is off.

They might have just finished an experiment and don't need your product or service anymore. Or they have other pressing priorities they place above the problems you help solve.

So how can you combat all of these obstacles?

You build a sequence.

Build an ideal sequence

Identify three main value propositions or topics that you help your prospects solve using the messaging process and frameworks discussed last week.

For example, if you sell CRISPR editing services your topics might be:

1. Create more biologically relevant disease models (Confidence)

2. Eliminate the need for troubleshooting (Time)

3. Ability to study more mutations in the same time period (Speed)

Each topic will be used in a "burst" as part of the sequence.

A burst consists of a:

• Personalized message

• Reply bump

• Value deposit

In order to deliver these messages across multiple channels, we need to break them down even further into individual steps.

You're probably thinking

• "Holy sh*t that's a lot" - yes it is... anyone can send an email blast. The best reps don't do what everyone else does.

• "This will piss off my prospects" - yes it will... if your messaging is bland, undifferentiated, and unhelpful. (Fix that with these frameworks)

• "How do I manage all of this?" - Lucky for you, there is a tool called Apollo that can help automate most of this. Sign up for Apollo

Next week, we will teach you how to personalize your messages and prioritize your outbound activities for more efficient prospecting.

See you next week!

If you know any other experienced or aspiring biotech sales professionals, please share this newsletter with them.

P.S. Thanks for reading this far! Our goal is to help you take your sales career to the next level. Let us know what you want to learn more about so we can best serve you.

P.P.S If you want help putting any of this into action, book a strategy call with us.