Outreach Always Works If You Have This

Cold outreach always works. If you have this one thing and you don't forget the one thing that matters whenever you do any kind of outreach. It's called relationship.

That one word is significant because that changes your frame of mind of what you do when you actually reach out to the individual. Now, I will admit, I have not done well. I did in the past the volume thing where you send a hundred emails, 50 emails a day, or maybe some of you a thousand emails a day across multiple domains. I haven't gone to the thousand mark, but I remember even back in the day sending physical mail with wax seals on the back.

To get appointments and I think my call booking rate was 2%. 2% from cold, physical, lumpy mail letter, direct response letter to phone call to pitch call that's kind of crazy, but those are the numbers we were looking at. I've even done the cold, email thing, the outreach, from LinkedIn, whatever you want to call it. I reach out to a human, build a relationship, build a connection, make

an ask that benefits them in alignment to the goals that we want to achieve together, and that always seems to work. Why is this such a contradictory idea nowadays? I think it's because we're looking to get that cheap dopamine hit of saying, what do I wanna sell? Or What do I wanna do right now? And who out there, right there, out there right now can I reach out to, to get what I want right now? Versus thinking about what does that person actually need right now?

What are they going through right now? What's the situation that's happening with their business, with their life? What are some of the things that I can. Deliver to them in advance, or it builds reciprocity, builds a relationship versus saying, Hey, I know you're

busy. I know you're drowning. I know you're doing this. I wanna circle back. I wanna reach out. Just touching base here, just following up on my thing, but I want you to buy from me. You gotta reframe that idea. One thing that I do to actually embed this in the process for myself or for clients is to change the nomenclature of talking about marketing qualified leads or sales qualified leads to a marketing qualified relationship or a sales qualified relationship.

I think this is very important because if you start thinking about this human as a human. Like right now, depending on where you live, either drive to a neighborhood or just go to your neighborhood and do a walk with a dog and just walk around the neighborhood and look around. Those are your prospects. Those are the people you're reaching out to. Those are the people you wanna build a relationship with. How do they look? They properly look normal. They probably have normal lives.

They drive a car, they probably have a dog. They probably have a front yard. They might have grass and a tree in the backyard. Who knows? All I'm saying is that right now the key thing that I'm seeing with all the A i, SDRs, all these key things. It. I think there is some good in the marketplace.

I won't bash everything about AI but I also think that the volume game to push and press a product or an idea is just lazy dopamine that we've been trained with the endless scroll with the, I need to serve myself first mentality that's been plaguing our generation So how do you build that reciprocity and generosity upfront? One of the strategies that I do for our clients and myself is just to look at what are they actually going through?

What is the thing that's related to what we do, our products or services that they're currently going against or seeing in the marketplace. they might have a situation with their investors, might have a situation with hiring, might have a situation with the marketplace or the economy as a whole. What is the problem that they're facing and how does that problem relate to what we're

doing and how do we deliver value in advance? Either sending them something that's valuable that'll help them move forward in their progress. 'cause the one word, and Galen, if you're out there, they're listening to the one word that changed everything for me when it came to selling, is to empower that person's next move. Your job. Doesn't matter if you're looking for a job, doesn't matter if you're looking to close the sale. Doesn't matter.

If you're looking to build a pipeline opportunity, regardless of what your goal is, your job is to empower that individual that you're speaking to their next move. And it's nearly impossible to do that. with high accuracy, with high level of intent, with high level of, possible positive outcome. If you're just trying to spam everyone and hit thousands of people. I'll give you a real example. I'm going to a conference there's specific people I wanna reach out to and my question isn't.

What ask do I want from that? You need to know what your ask is, but my question right now is what are they going through and how can I add value introduce them, connect them, make something for them. I haven't figured that out yet, but do something for them that allows them to go further, build that bridge of relationship and identify opportunities to collaborate. That's the goal. And that, in my opinion, is what's missing right now.

So if you wanna have outreach work, and you might be thinking, RO I need to hit with this pipeline. I have this growth goal number. I have this whole thing great I've experienced both ends. I can tell you. This is a much better

way to grow because not only will you have a relationship, but you will have better opportunity. I'll close with this. I had a mentor once tell me that if you ask people for advice, you'll get money or opportunity. Why? Because people that want to give advice, that's their self-view. their ego, because you're helping them get what they want. They'll help you get what you want. But if you ask people for money. Hey, can you buy this? Hint? Hey, are you busy next Tuesday?

Hey, can you book an appointment on my schedule? Here's my calendar. Go book it yourself and figure out a time on your own. And I, if you ask people for money, they'll just give you advice, and that's a principle to how we humans work. Don't you think we should? Similarly model that when we're doing professional outreach to build a true relationship, to build collaborative opportunities and figure out how can I empower you to take the next step in your journey.