Successful Prospecting Hacks:

General Rules:
1. Examine your message to see if it has the right narrative and context to the recipient.
2. Every conversation (or touch) must provide value to the other person.
a. Focus on the outcome you can help them achieve and lead with value you offer, rather
than with a pitch or value prop.
b. Use numbers if you have them and they support a business case. Spotlight how success
can be measured.
3. Every communication needs to be about THEM, and your belief you can help them achieve a
measure of success.
4. Don’t be afraid of calling.
a. Although you may go straight to voicemail, it takes courage and effort to call someone
versus email. That is one way to get noticed.
b. Best time to call (according to top TR reps) First Thing (8-9 AM) and Last Thing (5-6 PM)
5. 5 Magic Words to build into your communications:
a. Save
b. Gain
c. Reduce
d. Increase
e. Improve 
6. Your goal is to get a response. (Even if that is a NO)
a. Call, voicemail, message, call again, call again, message, InMail, etc. Do these activities
until you get a NO.

Creating your strategy:

 Talk Track:
o Start and end with the WHY
 What's the business problem I can solve and why should it be a priority for
them?
 How do I create a compelling business case (value) better than anyone else?
 How can I lead with an insight to create value in our conversation?
o Open by talking about them.
 The focus should be on them and how they can be their own “heroes” for their
firm/business.
o Show that you've done your homework
 Show that you have read up on them and their firm.
 Do not be lazy and say, “I read your profile and say you like the Chicago
Bears”

 Rule of 3: 
o Calling, always leaving a message and always sending an email all within minutes; feel
free to add more messages, but 3 is a good rule of thumb.

 Use your Resources/Tools 

o Sales Navigator – for decision makers
 o Zoom info – direct phone numbers and email address
o Cadence - (process) – create one for yourself and track what brings success
o Motivation - (accountability) 
o Word Processing for Templates (Word, Evernote, OneNote, etc.)
 Good for keeping track of what was sent and can help with creating shortcuts
for copy/paste.

 Attempt to build metrics to your activities.

o Is there any evidentiary data to prompt you to continue the behavior?
o Catalogue your activities
 Name a document “The _____ Way”
 Email strategies, voicemail tactics, grabbers, openers, elevator pitches, etc.
 Analyze what works, worked, no longer works.
 By day, time, strategies, etc.

o Build a 2-hour Block each day

 Rule of 3 should only take 2 minutes to complete
 Phone call, voicemail and email (or LinkedIn InMail)
 Pick 20 Accounts for the month
 4 Target Buckets
o New Position / New Hires
o News (acquisition, executive hires, growth, locations, funding,
new products)
o Litigation (monitor Suite reports run over with ZoomInfo data)
o Zoom Info Pulls

 Phone call / email

o Should be 30-seconds or less
o Voicemail less than 15 seconds - never pitch products – only communicate the reason
they should meet with you.

 Basic Email Tips

o Short Subject Line
 Use + signs in subjects
o Body of message should be short.
 No more than four sentences
o Don't use, “How are you today”, or “Just 15 minutes of your time” they are low level in
their impact.
o When following up from email don't use "following up from previous email" or
“touching base” (these can only be used when you have interacted with the person)
o Don't show frustration of not getting responses
Prospecting Ideas with LinkedIn:
 LinkedIn Referrals
o Leverage if you have a connection in common. 
o Always, always, call for the referral from that person, explain why its relevant, offer to
ghostwrite the introduction and if they know them well, ask them if they would get
them on the phone. 
o Create Connections with the PL attorneys / local attorneys / clients / colleagues to make
this process even easier. 

 LinkedIn Video with people tagged. It can help with getting interest and demos.
o Do it on the regular.
o Helps get your brand out there.
o Look at your colleagues and how they are marketing themselves.
 i.e. Nick Hansen Sr. CDC for FindLaw
o Many LinkedIn emails/messages are being regarded as spam, so finding other ways to
use the platform is critical.

 Leverage LinkedIn Sales Navigator

o Save these contacts as Leads, so you can monitor for trigger events
 News share, Job change, Funding, Hiring, etc.

Talk Track for Phone Calls:

Example – (Brief introduction with context)
Hey _____ this is __________ with TR, the reason I am calling is I've done some research on
your company, I think you may the opportunity to "reduce your outside counsel spend or (reduce risk)',
I’d like to share what your peers are doing with you and discuss how we could reduce outside counsel
spend and get you legal answers faster.  How's Thursday next week look? 

(If they want more information before committing: you ask questions like) What are you doing now to
reduce outside counsel spend? What are you doing now to stay current with legal trends in your
agreements? 

Regardless of their response back: 

 Great, to maximize the likelihood of success, you can leverage the experience of others who've
done this before.  We have helped over 9k legal departments to achieve their goals.  How’s your
calendar next week?
 I believe there is an opportunity to reduce your outside counsel spend and once we have met,
I’d like you to sponsor an engagement with your legal team.  We will invest some time together
and create a business case, we can bring back to you.  
 Email Fundamentals:
Email Open Statistics
1. 35% of email recipients open email based on the subject line alone -Convince&Convert
a. The average email open rate across all industries is 20% - MailChimp
b. Personalized subject lines increase open rate by 26%. - Campaign Monitor

2. Keep your subject line to 5-7 words and <40 characters.

a. Average mobile can only display 7 words.
b. Subject lines with more than 3 words drop in open rate by 60%, compared to 3 or less.
c. Using numbers as a “grabber” in the subject line can help with this.
i. Consider using the subject for an opening question.
ii. This could be in reference to an insight you will reveal immediately in the body
of the email.
iii. Preview a list
1. “The Top 3 Large Firm Concerns in 2020”

3. Emails that include the first name of the recipient in their subject line had a higher clickthrough
rate than those that don't. -HubSpot
a. Personalized email messages drive an open rate of 17.6% (Non-personalized = 11.4%)
They also improve click-through rates by 14% and conversions by 10%. - Campaign
Monitor and Hubspot
b. Custom tailored content to the recipient generates 29% higher unique open rates and
41% more unique click rates than non-personalized. -Active Trail
c. 51% of marketers say segmenting your targets is one of the most effective
personalization methods. Break your list out by demographics to effectively target the
correct audience. It increases open, click-thru rates and drops unsubscribe and abuse
reporting. – Hubspot and Forbes

4. Tuesday is the best day of the week to send email -According to 10 email marketing studies

5. 10-11:00 AM has the highest clickthrough rate for email sends – HubSpot and Sleeknote

6. 58% of adults wake up and immediately check their email -eZanga

a. 46% of email opens were via mobile in 2019. – Hubspot
b. 35% of business professionals check email on a mobile device -Convince&Convert

7. 20.9% of people check their email more than five times per day -Fluent
a. 99% of consumers check their email every day. – Hubspot

8. 86% of professionals prefer to use email when communicating for business purposes -HubSpot
a. 73% of millennials identify email as their preferred means of business communication
-Procurious
 b. Email is the third most influential source of information for B2B audiences, behind
colleague recommendations and industry thought leaders -Wordstream
c. 83% of B2B companies consider email newsletters critical to their marketing success –
Hubspot

9. Adding videos to your email can increase click rates by 300% -Martech Advisor

10. Words like “Free”, “Money”, and “Reminder” trigger content-based email spam filters. –
Emarsys 2019

11. Across all industries, for every $1 spent on email marketing, $38 is the average ROI.

Creative Email Openers to Consider: (Original Ideas From Hubspot)

"(Customer’s Name) Do you have a policy regarding jean shorts at work?"

 Include a sentence in the body of your email saying, "If you were asked to draft this policy for
your client, would you know where to start?"
 Then lead into “When you aren’t the expert at something, we can help you become one in
minutes.”

“Poor (Gatekeeper’s Name).”

“(Customer’s Name), I am starting to feel bad for (gatekeeper’s name), because she has had to take my
call ___ times in the past _____ (days, week). If we can find 15 minutes to have a conversation next
_____, I can make sure that I leave her alone.”

"(Customer’s Name) Can you talk on [day] at [1:45]?"

The person who came up with subject line gave me a bonus tip: Asking for an appointment on the :45
feels less demanding than one that begins on the hour or half hour -- because it suggests you're only
going to need 15 minutes of the prospect's time.

Why it works: According to Copyblogger, "A specific headline conveys more valuable
information to a potential reader, which acts to draw them magnetically into the content." Although a
subject line isn't exactly a blog post title, the principles of specificity still apply, and can help boost your
open rates.

"(Customer’s Name), If you're struggling with [common pain point], you're not alone"
As a salesperson, you have a bird's eye view of your prospect's industry. They only know their own
organization. That means what might feel like a unique problem to them may actually be an incredibly
wide-spread challenge. You can use your broader perspective in three ways:

 Grab their attention with this subject line

  Demonstrate your credibility
 Reassure them you may have some answers

Why it works: Who likes to be alone? Thanks to the bandwagon effect, the mere fact that other people
have done or are doing something is often enough to sway opinions and drive action.

"What if you could make your life 20% easier?" or “(Customer’s Names), What would it mean to have
2 hours back into your day?”
This eye-catching subject line is a good option if your solution makes your customers more efficient,
accurate, or productive.

"(Customer’s Name), are you tired of salespeople who never give up?"
Follow the subject line up with: “Yep, me too. That's why I promise I won't keep contacting you if you're
not interested. :)”
 Just let me know if you're [seeing, dealing with] any of these three things, which my customers in
X [Practice area] often are:
o Issue #1
o Issue #2
o Issue #3

Why it works: Honesty is appealing -- from the outset of your relationship, you're showing your prospect
you're a straight-shooter. This approach also lets you empathize with them (let's face it, we are all tired
of overly aggressive salespeople.) It's unique and memorable.
Example:
Subject: Westlaw Edge- Latest Technology In The Legal Industry

Hi Joseph,

I hope all is well. I wanted to see if you would be available to discuss Westlaw Edge, the courts have
adopted our latest platform and a good majority of my attorneys throughout Long Island are now using
Westlaw Edge. I am available tomorrow after 2pm, Monday at 3pm and Tuesday at 3:30pm.

Best,
(Rep’s Name)

Example:
Subject: RE: Email to 6Sense

I was asked to reach out as I notice your firm is or will soon be in the throws of discovery. I am the
firm’s Thomson Reuter’s Account Rep for eDiscovery solutions.

Thomson Reuter’s hosted review and production tool, eDiscovery Point, is super easy to use – it almost
looks like an extension of Westlaw with the same search syntax and login protocols. It’s also robust -
sporting html redactions, predictive coding, “do it yourself” data processing or processing by Thomson
Reuters, all kinds of reports and other items that caused it to be named The Product of the Year by
LegalTech news. The pricing structure is competitive and quite novel – essentially you can load all you
want and only pay for data you put in the review stage. Further, training, support, project management,
initial data loads and user access are all non-billable to the firm! Here’s more on it:
https://legal.thomsonreuters.com/en/products/ediscovery-point?CID=TRSite

Needless to say, I’d love to initiate a half hour web-based meeting to show you eDiscovery Point and
discuss managed review services as well. I’m happy to also put you in touch with some local attorneys
who now swear by it. Would you have time to meet later this month on-line?

Thanks!
(Rep)