Cold outreach - follow-ups

September 07, 2023

by a searcher from Columbia University - Columbia Business School in New York, NY, USA

Hi everyone!
Hope you are having a wonderful week! I have a quick question around follow-ups. How many follow-ups you do in what time-frame and are you changing the email? sending exactly the same one? what works best any experience welcomed!

Thank you!

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Reply by an intermediary
in United States

Based on how you wrote the post, it appears you are only doing follow up via email. My view on this after sourcing deals in different industries and different markets is that you must have both a multichannel outreach system and and multichannel follow up system. The objective is to have all the channels integrate with one another so you can touch base with prospect multiple times within a short timeframe without sounding to pushy. As per the follow up cadence, it depends, I do not have insights on the process you are running + messaging so difficult to provide guidance with limited information. Overall, I will not underestimate the componding effect of consistent follow ups over time. Owners connected with us even###-###-#### later we first did the first outreach, as they needed to process the idea before taking action. Of course, without an accurate follow up system we would have lost the deal to a competitor but, with the right strategy, we were the person they thought about once the decision was made. What would you say is the main challenge that you are facing now after you invested more time in testing different approaches ^redacted‌?

Reply by a searcher
from University of Virginia in Charlottesville, VA, USA

I agree with ^redacted‌, It depends on who your target is and how cold the outreach is. When I do cold outreach to brokers, I budget 2 calls & 2 emails over 2 weeks. with a good broker it rarely takes that much, but sometimes they get busy heads down in a deal.

If I get a warm intro, I usually only do 1 email + 1 follow up if needed. Again, people get busy sometimes but you don't want to be annoying.

For cold outreach to a business owner, it all depends on the size of the business, your approach, etc. Don't be afraid to be persistent here, but you probably have to get creative and try a few mediums to avoid looking like a pest.

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