Ryan Dohrn breaks down the Relevancy Protocol, a three-step email formula: name existing clients for credibility, reference a specific recent action or challenge of the prospect, and ask for a brief 5-minute conversation. Send five emails over two weeks, each with different subject lines and relevance points.
What's going on, friends and fans? Ryan Dohrn here, and we're talking sales strategy today. And what I'd love to focus in on is the Relevancy Protocol. Copyright Ryan Dohrn. Now, the Relevancy Protocol— what does that mean? What it means is, what is the formula to be extremely relevant to somebody, to actually cut through the clutter and get a meeting with somebody, to break through the noise or whatever the circumstance is? In your sales process. I believe there's 3 steps to what I refer to as the relevancy protocol, being crazy relevant to people. Okay, the first is social proof. Okay, so social proof, and I'm gonna come back to that. Social proof plus a point of something they're doing, something that's happening in their life, in business. I guess it could be personal as well, but typically it's gonna be business, something that's happening in business, okay, for them. So it's social proof plus the second thing, something that's happening to them Okay, plus being crazy respectful of their time. Okay, so that's the 3 things. So it's social proof plus a point of something they're doing plus being respectful of their time. That equals meetings. That's the relevancy. That's Ryan Dohrn's Relevancy Protocol. All right, how does this play out? I'm writing a prospecting email and our initial thought is let's sell our product to somebody. That's not what they're looking for. Nobody woke up this morning and said, oh, you know, I'm hoping Ryan Dohrn calls. I've got $50,000 to spend on this or that. Okay, that's not— that'd be great, by the way, but that's not what happens. The Relevancy Protocol is an email that looks something like this. Remember, first is starting with social proof. Hi Bonnie, we are working with Company A, Company B, Company C. They're loving it. Okay, that's that first piece of the Relevancy Protocol called social proof. Okay, that's one sentence. Second sentence is what it is that you can do to help them or a point of relevancy. So it might be, I saw on your Facebook page that you've just launched the HT200 product. I've got a great idea to help you with that. Or if you're doing something else like software, you might see— you might make an assumption in that second statement. I assume, like so many of my other clients, that you struggle with saving money amidst economic uncertainty or something like that. Okay, so that's a point of where you could potentially help Maybe you can save them money, maybe you can save them time, maybe you can improve their efficiencies or whatever that circumstance is. Okay? That's the second in the relevancy protocol. The third is your ask, asking for a very small amount of time. So do we have less time now than we ever had before? The answer is no, we don't. But people act that way, right? Do you act that way? I kind of act that way. All the books, doing more with less, right? That type of thing. So I'm only asking for a quick 5-minute chat. So So that last sentence is, if I could just chat with you for 5 minutes, I'd really appreciate it. I think I can be of help. I like to mention the word help. Love to help you. I like help because most people, they respond when you offer help. Most people will take it. All right, so let's do that whole email together. Hi Bonnie, looking— we're working with Company A, Company B, Company C. They're loving it. Okay, second sentence. I noticed that you just launched your XT200. I've got a great idea to help you with that. Or, I see— I assume that like other consulting companies, you're looking to increase billable hours, or you're looking to bring in new clients, or whatever it is that you think you can potentially help them with. The third then is, love to just chat for 5 minutes about what we can do to be exceedingly helpful to you. The relevancy protocol is really defined as what can you do to be relevant to somebody? What can you do to prove to them that you've done it for others, prove to them that you're relevant to their immediate needs, prove to them that you can be respectful of their time. The relevancy protocol will end up causing you to be a lot more targeted and fine-tuned. It's gonna give you the great results you're looking for in terms of better response rates, but you can't expect just one email— it's not magic— you can't expect just one email to make it happen. This is a part of a series of 5 emails that you would potentially send every 3 business days With each one having a different subject line, each one having different social proof, each one having a different point of relevancy, always asking for just 5 minutes of their time and being ridiculously consistent with that. Write out your relevancy protocol. That'll be my challenge to all of you. Write out your relevancy protocol, then live it, love it, learn it, and make it a part of your daily sales life. Never forget, friends. If sales was easy, everybody'd be doing it, and they're not. We're not crazy. I used to say that, by the way. We're not crazy. We're the chosen few. This is a job, friends, that will feed your family for a lifetime. Love to come to your office. Love to come motivate your sales team. Love to come speak at your national sales conference as well. Reach out to me over at ryandorn.com. All right, we'll see you next week.
