Ryan Dohrn argues relevance is everything in sales outreach. Research prospects on LinkedIn and Twitter, then use his Rule of 3 and 3: a three-word subject line and three sentences, each tied to something they're actually doing. Keep it short, helper-focused, and specific to them.
Hey friends, Ryan Dohrn here, your global sales coach. How you doing? Hope you're having a good week out there in sales land. Whatever you do— sell advertising, software— what are you selling this week? Hey, whatever it is that you're selling, friends, you got to be relevant. I say this a lot on the podcast. I talk to folks about this in our coaching sessions. Relevancy is king. Relevancy is everything that's out there. Nobody woke up this morning and was like, gosh, I hope Ryan Dohrn calls today. I want to buy something from him. No, nobody's thinking that. Remember, 80-some percent of people would rather go to the dentist than talk to a sales rep. That's why you've got to be highly relevant. What I like to do is look at LinkedIn, follow people on Twitter, those types of things, and figure out what are they doing that I can help them with. Whatever it is that you're selling, if I can be perceived as a helper and not as a salesperson, I'm always gonna get further faster. The subject lines need to be relevant. Keep your emails short, following good old Ryan's rule of 3 and 3. 3 words in the subject line, 3 sentences max, and those 3 sentences should be relevant to something you've observed, something you see them doing, and something you can help them with. Nobody wants to talk to a salesperson. Sorry, I'm like a really nice guy. People don't want to talk to me. What? It's the truth. They don't. So be highly relevant in everything that you do. Friends, don't forget, If sales was easy, everybody'd be doing it, and they're not. We're the chosen few out there. We go where we want to go, we do what we want to do because of the sales business. It'll feed our families for a lifetime. Hey friends, if I can be of help to you, uh, to be a coach, to come speak at your sales meeting, or whatever the circumstance is, reach out to me over at ryandohrn.com. All right friends, we'll see you next week.
