Consultancy Outreach Emails

Back in 2016, I wrote 3 emails about prospecting.

1. Lessons from editing outreach – what worked, what didn’t.
2. Sorry I dozed off reading your email –  no attention.
3. 10 tips for tenacious follow up on emails – keep going.

The advice still holds up.
But there’s a new format.

A micro-course – generated with Google’s Notebook LM.

Mastering Consultancy Outreach Emails

Quiz

1. What is the shelf life of a prospecting email, and what is the immediate recommended follow-up action if no reply is received within this timeframe?
2. There is a difference between a non-reply and a flat-out rejection. Explain the significance of this distinction in the context of email follow-up strategies.
3. What is “Rapid Context Setting”, and why is it crucial for the initial success of a prospecting email? Provide one example of how it can be implemented.
4. The ineffectiveness of “self-referenced” emails is highlighted. Describe what constitutes a self-referenced email and why prospects are generally not receptive to this approach.
5. Explain the concept of “Matter of Interest”. How does focusing on this differ from simply listing consultancy services in an outreach email?
6. Provide a brief explanation of each of the three examples of Rapid Context Setting presented in the second article: referral email, event email, and strategy hijack email.
7. In the context of email follow-up, what is the suggested frequency for leaving voicemail messages after the initial email, and at what point does the first article recommend stopping this practice?
8. The first article advises consultants to sound like a “business peer, not a sales person” in their follow-up messages. What are some characteristics of communicating as a business peer in this context?
9. What is the primary focus that outreach emails should have to resonate with high-level decision-makers?
10. What is the purpose of the “closing email” recommended  as the final step in the email outreach sequence? What key information should it contain?

Quiz Answer Key

1. The shelf life of a prospecting email is about 3 days. If no reply is received within this time, the immediate recommended follow-up action is to make a phone call, rather than sending another email.
2. A non-reply doesn’t necessarily mean the prospect is uninterested or has rejected the offer; they may be busy and haven’t had a chance to respond. A flat-out rejection is a direct negative response. Understanding this difference encourages persistence after a non-reply, using different follow-up methods.
3. Rapid Context Setting, as described in the second article, involves using the opening words of an email to quickly establish relevance and significance for the prospect, compelling them to open and read further. An example is a referral email with a subject line like “James Davidson suggested we speak about sales growth.”
4. Self-referenced emails are those that focus on the consultant or their company, using phrases like “I noticed,” “I wanted to,” or “We are…” Prospects are generally not receptive to this approach because they are primarily interested in their own challenges and opportunities, not the consultant’s credentials.
5. “Matter of Interest” refers to focusing the content of the email on the likely issues and opportunities that are important to the prospect. This differs from listing consultancy services because it directly addresses the prospect’s priorities and demonstrates an understanding of their situation, rather than simply promoting what the consultant offers.

• Referral email: Uses a mutual connection to gain attention and explains the reason for the referral.
• Event email: Links the outreach to a significant event in the prospect’s context where new ideas would be relevant.
• Strategy hijack email: Connects the consultant’s expertise to the prospect’s stated key growth strategies or ambitions.

1. The suggested frequency for leaving voicemail messages is every 2-3 days after the initial email. The first article recommends stopping leaving voicemails after the third message, as there’s a risk of becoming a pest.
2. Communicating as a business peer involves focusing on results and the business proposition from the client’s perspective, using professional language, and demonstrating an understanding of their industry and challenges, rather than sounding overtly sales-oriented or pushy.
3. According to the third article, outreach emails should primarily focus on positioning the consultant’s thinking and ability to create value for the prospect, demonstrating that they can act as external advisors and execution partners.
4. The purpose of the closing email is to provide a final opportunity for the prospect to get in touch if they change their minds after the initial outreach and follow-up attempts. It should include the consultant’s contact details and a clear invitation for the prospect to reach out if their circumstances evolve.

Essay Format Questions

1. Discuss the relative importance of the initial email and subsequent follow-up strategies in a successful consultancy outreach campaign, drawing on the advice provided in the three articles.
2. Analyse the psychological principles at play in the recommendations for crafting effective prospecting emails, such as grabbing attention (Rapid Context Setting) and maintaining interest (Matter of Interest).
3. Compare and contrast the communication styles advocated for in the initial outreach email versus the follow-up phone calls and voicemails, explaining the rationale behind these different approaches.
4. Evaluate the balance between persistence and being a “pest” in the context of email and voicemail follow-up, and discuss the guidelines provided in the articles for navigating this delicate balance.
5. Considering the perspective of a time-starved corporate decision-maker, critically assess the effectiveness of the outreach email strategies and follow-up tactics outlined in the provided sources.

Glossary of Key Terms

• Prospecting Email: An initial email sent to a potential client with the aim of introducing a consultant’s services and initiating a business relationship.
• Rapid Context Setting: The technique of quickly establishing relevance and significance for the prospect in the opening words of an email to encourage them to read further.
• Matter of Interest: Focusing the content of an outreach email on the likely issues, opportunities, or priorities of the prospect to resonate with their needs and demonstrate understanding.
• Call to Action (Clear Next Step): A specific instruction within an email or message that tells the recipient what the sender wants them to do next, such as scheduling a call or requesting more information.
• Shelf-life (of an email): The period of time within which an email is likely to be read and acted upon by the recipient before it becomes less relevant or is forgotten.
• Self-referenced Email: An outreach email that primarily focuses on the consultant’s own company, services, achievements, or intentions, rather than the prospect’s needs.
• Tenacious Follow-up: Persistent and determined efforts to connect with a prospect after the initial email, typically involving multiple attempts through different communication channels.
• Executive Assistant (EA): An administrative professional who supports a senior executive and often acts as a gatekeeper for their time and communication.
• Business Peer: Communicating with a prospect in a manner that reflects a professional, collaborative relationship between equals in the business world, rather than a hierarchical salesperson-customer dynamic.
• Lifeline (in a closing email): A final, clear invitation for the prospect to get in touch if their situation changes or they reconsider the offer in the future.

Frequently Asked Questions on Effective Prospecting Emails

• What is the critical factor in whether a prospect opens and reads your initial outreach email? The first 30 words, visible in an iPhone preview (or similar short preview), are critical. This is where “Rapid Context Setting” comes into play. If these opening words don’t immediately grab the prospect’s attention and establish relevance, they are likely to delete the email without opening it.
• What is “Rapid Context Setting” and why is it important in a prospecting email? Rapid Context Setting is a technique used in the opening of a prospecting email to quickly establish significance for the recipient. It provides an immediate reason for them to open and read further by referencing something relevant to their situation, such as a referral, a recent event impacting their business, or their stated strategic goals. This helps overcome the initial barrier of a busy executive potentially dismissing an email from an unknown sender.
• What is meant by “Matter of Interest” in the context of prospecting emails, and how does it differ from simply stating your services? “Matter of Interest” refers to focusing your email content on the likely issues, opportunities, and priorities of the prospect, rather than on your own company’s services, achievements, or credentials. High-level decision-makers are interested in how you can help them solve their problems or achieve their goals. Emails that focus on their “Matter of Interest” demonstrate that you understand their world and position you as a potential advisor rather than just a service vendor. Simply listing your services is self-referenced and unlikely to resonate.
• What are some effective ways to implement “Rapid Context Setting” in an outreach email? Several approaches can be used, including:
• Referral: Mentioning a mutual connection in the subject line and body.
• Event-Triggered: Referencing a recent event relevant to the prospect, such as a new hire, merger, or significant client change.
• Strategy Hijack: Linking your idea to the prospect’s stated key strategic objectives or ambitions found in public sources.
• What should you do if a prospect doesn’t reply to your initial outreach email? A non-reply is not necessarily a rejection. The first step after about three days is to follow up with a phone call, not another email. If you don’t have a direct number, call the main office and ask to be put through. Be prepared if they answer. If they don’t, you can leave a compelling voicemail.
• How should you approach leaving voicemails when following up? Practice your voicemail messages beforehand. Keep them client-focused, highlighting potential results and your business proposition, and sound like a peer rather than a salesperson. Have a second and third voicemail message ready, calling every 2-3 days and keeping the tone light. After three voicemails, stop leaving them.
• What is the role of a “closing email” in a follow-up strategy? Approximately two weeks after your initial email, if you haven’t received a response, send a final “closing email.” This email should reiterate your contact details and offer a “lifeline” for the prospect to get in touch if their situation changes or they reconsider.
• What is the overarching mindset to have when sending outreach emails and following up? Think of the initial outreach email as the beginning of a campaign to connect with the prospect. Be proactive in your follow-up efforts, remembering that persistence is key, but there’s a limit to avoid becoming a pest. Consider combining emails with other outreach methods to increase your visibility. The goal is to position yourself as a valuable advisor and potential partner who understands their challenges and can help them create value.