The Secret to Reaching & Influencing Prospects: 10 Tips for Unlocking the Power of Persistence

As an analyst at OpenView, it’s my job to reach out to leaders at expansion-stage software companies and initiate a dialogue. While I find many aspects of my job to be a challenge (wrapping my head around complex software technologies and effectively communicating OpenView’s model, to name a few), it may surprise you that the hardest part of my day-to-day is the simple task of getting attention.
It’s not just VC analysts who have trouble receiving a response from the folks they’re trying to reach, and it’s not just software company CEOs who have a lot of demands on their time and mental bandwidth.
Amidst endless emails, phone calls, blog comments, Tweets, LinkedIn notes, Facebook messages, not to mention internal communication, professionals have never had so many people trying to communicate with them through so many different media channels. Whether you work in sales, journalism, PR, business development, market research or are simply trying to build your network, you’ve probably figured out that busy people generally de-prioritize cold contact from people they don’t know.
This reality leads to an obvious question with a not so obvious answer.

How Do I Get in Touch with Prospects?

As many have learned the hard way, the only way to consistently gain the attention and engagement that you are seeking is persistence. Ultimately, you must be prepared to attempt contact many times and in many different ways.
It may be helpful to keep in mind that the busy and successful person you’re trying to reach was probably in your shoes at some point and will hopefully appreciate and respect your gusto and determination. With any luck, your efforts will impress them and motivate them to dedicate some of their time to speaking with you.

10 Tips for Reaching Prospects to Try Now

While you still may not always receive a response, here are a few tricks and tips to incorporate into your routine when you’d like to hear back from someone:

1) Believe in your purpose for getting in touch

There is no point in putting all your effort into reaching someone without reason, and it will ultimately show if your efforts are not sincere. Think hard before truly gunning for a person’s attention – is your reason worth the toil, or is this simply another name on your prospect list? If there is no thought behind your mission, you’ll come across as nothing more than a telemarketing spammer and you’ll spoil the relationship going forward.

2) Keep emails short and organized

A line or two is more likely to get attention, and ending with a direct question — ideally one that does not lead to a yes/no answer — is never a bad idea. Ex: When do you have a few minutes next week to talk?

3) Keep it positive and upbeat

It is important to convey a positive, pleasant demeanor through voicemail and email messages, as people are more likely to want to have a conversation with a pleasant person than someone who sounds unpleasant, no matter what their reason for getting in touch. You may have left six voicemails already, but if the seventh one is the one that gets a listen and your tone is monotone, dull, or worse – angry, you’re probably not getting a ring back.

4) Try a multi-channel approach

Different people are best reached in different ways. Some people prefer the phone, while others like email. Some will appreciate a LinkedIn message and some will let them pile up ignored. As there is little way to know how to best gain an individual’s attention, your best bet is to try them all! It’s important to be systematic and take notes in your CRM so you know what you’ve tried already and create a constant flow of contact attempts from many different angles rather than firing from the same cylinder over and over again.

5) Don’t be a stalker

This may be common sense but I couldn’t leave it unmentioned: one voicemail or email per day is more than enough! Don’t attempt to contact someone more than a few times a week, or your stalker-ish ways may turn them off from wanting to speak with you at all.

6) Use humor

Humor can be extremely effective at setting your message apart as long as good judgment is applied. I’ve successfully used funny pictures to get a response from people, as it tends to remind them that you are human and have a personality. Again, judgment is important here – does their company website incorporate humor or is it all business? Do they work at an oil company or an ecommerce startup that sells bowties? These are questions you should ask yourself before forwarding a honey badger next to your note. If nothing else, incorporating something funny or lighthearted into a message keeps things from getting stale.

7) Always be polite

While the gatekeeper might get snarky after your third call that week, it’s beyond important that you do not match her tone. Remaining courteous and polite to every single person you speak with (and in writing) will only serve you in the end, so resist the temptation to behave otherwise.

8) Pick up the phone!

However unlikely it may be that your target picks up, it’s always worth trying to call someone directly every so often (even if you’ve been unsuccessful reaching them that way in the past). You never know — they could have been on vacation or maternity leave last month when you tried them 20 times with no answer — so don’t assume they’ll never pick up. As a tip, right before and after business hours are great times to give someone a ring (7:30-8am am and 5:30-8:00 pm). Important meetings are rarely scheduled at these times and gatekeepers tend to be off duty.

9) Don’t be afraid to ask for help or task ahead

Never give up but do feel free to give it a rest. If you’re simply getting nowhere, task ahead for three months and try again later. Additionally, if there is someone in your network who you think may be able to connect you or give you a few ideas on how to get in touch, by all means — ask them for help!

10) Keep the conversation going – don’t just get in touch when you need something

After making contact, it’s your job as a good community citizen to maintain the relationship as a mutually beneficial two-way street. See an article that may be relevant for them? Forward it along. Did they mention a upcoming trip to London and you happened to have studied abroad there? Send over some suggestions for great restaurants. Offering your help and showing that you are a valuable connection is the best way to develop your hard-earned relationship post initial conversation.

Persistence pays off, as long as it’s smart. What tactics have you used to successfully reach your prospects?