Authenticity in Prospecting

Shift In Communication

Email continues to be one of the most important lead generation tools for salespeople, yet the way it’s being used has changed. Longer emails with attachments are now being outperformed by shorter emails that replicate text messages. Gerard, a growth hacker lover, welcomes this shift. “What I recommend, go straight to the point and don’t BS people,” Gerard said.

There is a downside to this approach, however. “It’s not scalable. You cannot send millions of emails like this. You need to hand-pick the people you want to speak with,” Gerard said.

The trick is to get straight to the point, without being aggressive, Gerard says. This is where authenticity makes all the difference. “Giving a little love on all our emails makes a big difference,” Gerard said.

How Can Organizations Be More Authentic?

One of the biggest challenges that growing organizations face is maintaining their authenticity. It can be tough to replicate the personality of a CEO or leading salesperson. “It’s impossible to multiply Gerard,” Gerard said.

We asked Gerard what organizations can do to be more authentic. Here are his recommendations:

1. Do a podcast. Podcasts are difficult and take time, yet they establish a voice and credibility with prospects that other forms of communication can’t match.

2. Grow your Facebook and LinkedIn communities. Gerard created a Facebook group about growth hacking and content marketing with the goal of posting something every day. Instead of cold calling and interviewing prospects, Gerard just sends them to the group. Connecting over social media allows for greater authenticity and personality.

This post is based on a podcast interview with Gerard Compte, CEO of FindThatLead.com To hear this episode, and many more like it, you can subscribe to the B2B Revenue Executive Experience.

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