Harpoon fishing to accelerate outbound sales
Posted: Tue Jan 21, 2025 5:54 am
In the early 2000s, Aaron Ross took on the responsibility of creating a new way of prospecting at SalesForce. Until then, the sales method was based on cold calling . Cold calling worked very well until the late 90s.
Email technology has been around for over 10 years, but people's habits do not instantly adapt to new technologies.
There are some features that make email prospecting more scalable and productive:
You can send many more emails per day than you can make phone calls;
A person's availability to answer the phone is more limited than their availability to respond to an email.
It is important to understand that the telephone apparel company database does not stop being used. The difference is that now, you will only call people who have responded to your email requesting contact.
This is the methodology that Aaron Ross calls Cold Calling 2.0.
Harpoon fishing to accelerate outbound sales
There are three main types of new lead generation:
Brand awareness and word-of-mouth marketing (seeds);
Advertising and content production (networks);
Active prospecting (harpoon).
Each of these forms has advantages and disadvantages.
The first method brings high-quality leads, but you have little control over their generation. It is difficult to create a predictable process using this channel.
The second path is quite scalable and somewhat predictable, but not all leads will have the desired quality.
The third option, the focus of this article, allows for quality and control, but a slightly more limited volume.
How to start prospecting?
The first step is to clearly define the niche you want to target . What type of company needs your solution the most? What is the position of the purchasing decision maker within the company? The more specific you are in your approach, the greater your chances of capturing your prospect 's attention .
“The goal of prospecting is to turn strangers into curious people”
Aaron Ross
Once you know who you want to prospect, you need to build a clear value proposition, aligned with the needs of your audience.
The person reading your email needs to clearly understand what you can do for them. Today we are in the midst of a whirlwind of information and people have little time to pay attention to you.
Be clear, direct and specific in your approach, but don't sell your product yet. The focus of this step should be just to capture your prospect 's attention . See this link for 10 email examples for your first approach.
After this step, you must build a list to prospect. There are several alternatives for you to get company contacts.
The first is to buy a list of suppliers, there are several on the market today.
You can also create content that attracts visitors’ attention in exchange for filling out their email. This is what marketing people call a lead magnet .
A third option for prospecting is to use specific outbound software, such as Ramper .
Email technology has been around for over 10 years, but people's habits do not instantly adapt to new technologies.
There are some features that make email prospecting more scalable and productive:
You can send many more emails per day than you can make phone calls;
A person's availability to answer the phone is more limited than their availability to respond to an email.
It is important to understand that the telephone apparel company database does not stop being used. The difference is that now, you will only call people who have responded to your email requesting contact.
This is the methodology that Aaron Ross calls Cold Calling 2.0.
Harpoon fishing to accelerate outbound sales
There are three main types of new lead generation:
Brand awareness and word-of-mouth marketing (seeds);
Advertising and content production (networks);
Active prospecting (harpoon).
Each of these forms has advantages and disadvantages.
The first method brings high-quality leads, but you have little control over their generation. It is difficult to create a predictable process using this channel.
The second path is quite scalable and somewhat predictable, but not all leads will have the desired quality.
The third option, the focus of this article, allows for quality and control, but a slightly more limited volume.
How to start prospecting?
The first step is to clearly define the niche you want to target . What type of company needs your solution the most? What is the position of the purchasing decision maker within the company? The more specific you are in your approach, the greater your chances of capturing your prospect 's attention .
“The goal of prospecting is to turn strangers into curious people”
Aaron Ross
Once you know who you want to prospect, you need to build a clear value proposition, aligned with the needs of your audience.
The person reading your email needs to clearly understand what you can do for them. Today we are in the midst of a whirlwind of information and people have little time to pay attention to you.
Be clear, direct and specific in your approach, but don't sell your product yet. The focus of this step should be just to capture your prospect 's attention . See this link for 10 email examples for your first approach.
After this step, you must build a list to prospect. There are several alternatives for you to get company contacts.
The first is to buy a list of suppliers, there are several on the market today.
You can also create content that attracts visitors’ attention in exchange for filling out their email. This is what marketing people call a lead magnet .
A third option for prospecting is to use specific outbound software, such as Ramper .