Breaking Through to Elusive Prospects
How often do you identify the ideal client prospect? They meet all your criteria, you might even have a referral from a mutual acquaintance, yet they don’t respond to your phone calls, texts and emails. They may have an assistant who politely takes message, but they all seem to go into a black hole. How can you break through to this person and get that elusive first meeting? In this article, I provide a simple sequence of steps you can take along with examples of notes you can include when all else has failed.
Based on one of Dr. Robert Cialdini’s top Persuasion Principals, the rule of Reciprocity, “The rule says that we should try to repay what another person has provided us.”* In this case, simple and meaningful gifts can be the prescription to getting through to that prospect. Salespeople who have tried this have had success rates as high as 94%.
Once you’ve identified your difficult-to-reach top prospect, here’s a simple process that you can employ to break through to them:
Step One: Identify a meaningful gift. Do your homework.
To quote Albert Einstein, “Know where to find information and how to use it—
that’s the secret of success.”
Look for as much public information that you can about their interests and passions, organizations or philanthropies they belong to or support. Do they have a favorite sports team? Where did they go to school and are they an active member of the alumni association? Are they involved with a charity
Here are a few places to start your research:
Start with Google, or an LLM, like Chat GPT,
Social media sites, LinkedIn, Instagram, Facebook, Tik Tok and Snapchat
Business journals
One of the best examples I’ve seen was a prospect who had gone to a university known for their prowess in basketball It was clear from a social post they were still a rabid fan. Armed with that information, the salesperson did a search on ETSY for a simple gift that would be meaningful. Ultimately, they found a set of coasters of the school’s famous basketball arena in Lucite, $34 for two.
As an aside, this vendor offers similar coasters for hundreds of stadiums across the country.
This is just one example, there are plenty of gift alternatives on the site.
Once you secure your gift, use this process to get the attention of that elusive prospect.
Step 1. Create a handwritten note with a simple message that you hope they find this helpful and that you’d like to connect.
Step 2. Send the gift and note together in a trackable package. FedEx, UPS, and USPS all offer free envelopes or boxes. This will emphasize the importance of what they receive and provide proof of delivery.
Step 3. Wait two days and send your first follow-up email asking for an opportunity to meet.
Here’s a sample of a concise email you might send:
Subject: Did the [Gift Item] Arrive?
Hi [ Name],
I hope you received the [gift item] I sent over earlier this week. I wanted to make sure it arrived safely and that it brought a smile to your day.
I’d love to connect and discuss how we can work together to support [specific challenge or goal related to their business]. Do you have some time this week or next for a quick chat?
Looking forward to hearing from you.
Best regards,
[Your Name]
[Your Company]
[Your Contact Info]
This may get a response. A call a day after the email may also do the trick. Don’t be surprised if you still don’t get a response.
Step 4. One week after the first email, forward your original email with a second request to meet. This message should be polite but assertive, maintaining professionalism while gently emphasizing the value of connecting. Here’s an example:
Subject: Following Up on My Gift - Hoping to Connect
Hi [Name],
I just wanted to follow up on my email below to ensure it didn’t get lost in the shuffle.
I know how busy things can get, but I’d still love to find some time to connect and discuss how we can help with [specific challenge or opportunity]. If you're available for a quick chat this week or next, please let me know a time that works for you.
Looking forward to hearing from you.
Best regards,
[Your Name]
[Your Company]
[Your Contact Info]
Step 5. If you’ve followed up twice and still haven’t received a response, it’s important to stay professional and persistent without being overbearing. Here’s a strategy for the next step.
Give the prospect some breathing room, as they might be busy or simply not ready to engage. Wait at least one week, no more than two.
Send a final follow-up email. This email should acknowledge the previous attempts, offer value, and leave the door open for future communication. Here's a template:
Subject: Last Attempt to Connect — Looking Forward to Staying in Touch
Hi [Prospect's Name],
I understand you’re busy, and I don’t want to be a nuisance, but I wanted to give one final nudge to see if we could connect. I truly believe that [specific solution/offering] can help you with [specific challenge/opportunity].
If now isn’t the right time, I completely understand, and I’ll leave the ball in your court. Please feel free to reach out if there’s a better time in the future. I’ll also circle back down the line to see if the timing might be better.
In the meantime, if there’s anything I can do to support you, don’t hesitate to reach out.
Wishing you continued success!
Best regards,
[Your Name]
[Your Company]
[Your Contact Info]
If there’s still no response, don’t completely abandon the prospect. Remember, our experience is that the above process works over 90% of the time, but there are always those 10% of people who will take your gift and not respond. Add them to a list for occasional touchpoints, such as:
Quarterly updates or newsletters
Sharing relevant insights, case studies, or industry news
Connecting on LinkedIn and engaging with their content
This keeps you on their radar without being intrusive, and they might eventually reach out when the timing is right.