The reason one prospect responds to a certain message while another ignores it is all but impossible to determine. The root causes of buyer behavior are often a mystery to salespeople. All reps can do is keep iterating prospecting emails and calls until they strike on a message that seems to resonate.
But what if I told you that including one little phrase in your sales calls and emails could not double, not triple, but potentially quadruple your connect rates? That would save you hours upon hours of trial and error.
HipLead recently analyzed buyer behavior in aggregate to reveal informative patterns, and what they found is incredibly valuable for any sales rep tasked with prospecting. According to the company’s research — based on real cold emails sent by real reps — namedropping will get a salesperson everywhere when trying to book a meeting.
The most eyebrow-raising results of the study:
- Mentioning in an email that a well-known investor was backing the salesperson’s company increased connect rate by 111%.
- Mentioning a “famous” customer of the company’s in an email increased connect rate by 208%.
- Mentioning LinkedIn connections that the salesperson and buyer shared in common increased connect rate by a whopping 468%.
With this data in mind, salespeople who’d like to quadruple the number of meetings they’re booking would be wise to include the following phrase in their sales outreach:
“I noticed that you and I are both connected to X on LinkedIn … “
In the experiment, emails that included a reference to shared LinkedIn connections garnered a 25.5% connect rate, as opposed to the 4.4% rate of the control message. In a post on the study, HipLead chalked up the spike in connect rates to social proof.
“Social proof matters especially when you’re interacting with someone who doesn’t know you. That means that social proof can have a huge impact on sales, particularly when cold emailing someone,” according to the company.
So before you write that next cold email or pick up the phone to make a prospecting call, check out your buyer’s LinkedIn profile and scroll to the “In Common With” section. One little sentence could make the difference between a calendar jam-packed with meetings and an all but empty pipeline.