“Hi, I saw you had a chance to stop by our booth and I was wondering if Blah Blah Blah…”
Yes, unfortunately you are not the only SDR that is using this format with the hopes of getting a meeting by placing everyone in their territory whom attended an event, into a cadence then firing it off these canned E-mails.
Everyone who has attended is getting these, from every SDR at every company involved with the event, or prospecting into companies in attendance.
The most important thing to do when following up these leads, is to break through the noise and make your outreach different than everyone else that is following up. Here are a couple of tips to help depending on which outreach technique you’re using.
Ok, so your prospects are getting a ton of prospecting emails regardless if they attended an event or have been hiding under a rock for the last year. Also, Marketing is sending a follow up to all attendees who’ve been scanned, so this is a LOUD channel to follow up in.
Here are some ways to break through the noise:
- Personalized subject lines with the prospects name and something that you or one of your team members specifically remember talking with the prospect.
- In the email, do not oversell. Stick to the topics that were most advertised at your booth or what they discussed when while at your booth.
- If you didn’t speak to them, and have no context as to why they visited your booth do research like normal. Understand the “WHY” behind the reason your offering makes sense for both the individual, and the company they are working at. Do not use the traditional thought process of “they came to the booth, therefore they want a meeting.
When calling, it’s important to remember that most people are returning home from the event and most likely burn out, so be curious and DO YOUR RESEARCH, it’s always important. A few tips that have helped me are:
- Phrases like “I saw you had a chance to visit our booth, is there anything I can clear up for you?” or “Did you get a chance to speak to anyone about (your company) while at our booth?” Resonate well, because they come off as helpful and genuine.
- Always ask if they grabbed some swag from your booth, if not and you have extra, offer to send it
- Don’t sound salesy and don’t be to forward. Remember, travelling is tiring, so you can increase your chances of a successful follow-up by being personable.
Events are the best time to book meetings because companies are paying to send their employees to go there, find new tools, learn new things, and get some value out of their trip.
If you play it right, you can provide the value that makes the trip worth it! I hope this helps, and good luck to everyone!
Cody Larkin is the Team Lead at EverString, with 3 years of SDR experience at EverString. He joined after graduation and has enjoyed the ride of a start-up in the Bay Area. Cody’s a huge sports fan and is always looking for a way to play or watch. Go BEARS!