In our new book Sell More & Work Less, we talk about calling and emailing high and wide. By calling high we mean calling the top level executives. By calling wide we mean reaching out to several contacts, including some who may not have titles you think directly apply to your opportunity. When you combine this method with an integrated marketing campaign, the results are often compelling. In fact, our business has achieved record growth over the past two years using this exact formula. Here is an example:
I emailed the C-level executives of an organization I thought would be a great fit for our solutions. The CEO opened my email several times, so I called and left him a voice mail. A week or so later, a member of his marketing staff filled out the form on our website and asked for a meeting. We met with the team the following week, and during the meeting they mentioned receiving my emails and reading a book our CEO had published. We reach them with a multi-dimensional integrated campaign, and I called high and emailed wide. They became a client shortly thereafter.
Integrated Marketing + Calling and Emailing High and Wide = More Business.
Originally Posted January 19, 2012 by John Scranton