How to approach a company who needs your service but doesn’t know you exist

Summary

In this insightful video, Jonathan Stark addresses the common challenge of approaching companies that could benefit from your services but are unaware of you. He emphasizes the importance of tact in outreach, advising against blunt critiques of potential clients. Instead, he recommends highlighting the benefits your service can offer, such as improving customer conversion rates or reducing churn. Stark suggests using personal experiences and quantifiable outcomes to engage decision-makers, advocating for a value-first approach. By asking strategic questions and offering valuable insights, professionals can foster meaningful conversations that lead to business opportunities.

Takeaways

• 😀 Be tactful when reaching out to potential clients; avoid direct criticism of their current situation.
• 🤔 Understand that the company may not recognize the issues you see; their perspective is crucial.
• 🚀 Focus on the benefits your service can provide rather than simply stating what you do.
• 📱 Use your experience as a customer to offer valuable insights about their service or product.
• 📈 Consider providing value first through lead magnets, such as guides or tips, before discussing your services.
• 👔 Aim to contact high-level decision-makers, like CEOs, who are more likely to be interested in improving key metrics.
• 💡 Highlight measurable outcomes that matter to the business, such as churn rates and customer lifetime value.
• 💬 Frame your outreach positively to engage potential clients without assuming they see the same deficiencies.
• 🛠️ Tailor your approach based on the specific needs and goals of the company you're contacting.
• 🎯 Remember that a successful outreach strategy involves understanding and addressing the recipient's business outcomes.

Q & A

What is the main topic discussed in Jonathan Stark's video?

The video focuses on how to tactfully approach companies that could benefit from your services, especially when they are unaware of who you are.

Why is tactfulness important when reaching out to potential clients?

Being tactful is crucial because a direct approach may come off as intrusive or presumptuous, potentially offending the recipient and damaging the relationship before it begins.

What example does Stark give to illustrate an inappropriate outreach?

Stark mentions a car detailer approaching a truck owner in a parking lot and criticizing the dirtiness of their truck, which is not a tactful way to initiate conversation.

What should you consider about the company's perspective when reaching out?

You should consider that the company may not recognize the deficiency you see, may not care about it, or may already have solutions in place to address it.

How can you frame your outreach to be more effective?

Frame your outreach around the benefits your service could bring to the company, such as reducing churn or increasing conversion rates, rather than simply stating what you do.

What is an example of a beneficial approach when contacting a company?

An example is contacting a company and saying, 'As a customer, I've enjoyed your product, but I've found the mobile experience lacking. Do you have issues with customer retention or conversion rates on mobile?'

What did Stark suggest as an alternative to a direct service pitch?

Stark suggests providing value first by offering a lead magnet, like a one-pager on improving conversion rates, to build trust before discussing your services.

What does Stark recommend when contacting a CEO?

He recommends aiming for the top of the organization when making contact, as they are more likely to care about the numbers and outcomes associated with your service.

What is the significance of discussing business outcomes in outreach?

Discussing business outcomes helps grab the recipient's attention and demonstrates how your service can directly impact their bottom line, making your outreach more compelling.

What overall message does Stark convey about effective outreach?

The overall message is to be tactful, considerate of the potential client's perspective, and focus on the benefits your service can provide to foster meaningful conversations.