4: The art of the first touch: crafting effective outreach
Why the first touch matters
The first touch is one of the most critical stages in sales prospecting. It’s your chance to make a strong impression, build rapport and spark interest. Whether it’s an email, a phone call, or a LinkedIn message, how you approach this moment can determine whether the prospect engages or tunes out.
In this guide, we’ll explore how to craft effective first-touch messages, leverage tools like HubSpot to personalise outreach, and optimise your efforts to convert prospects into leads.
Understanding the goals of the first touch
The first touch isn’t about selling - it’s about starting a conversation. Your primary goals are:
1. To capture attention: Stand out amidst the noise.
2. To build a connection: Show genuine interest in the prospect’s challenges.
3. To establish relevance: Highlight how you can solve their specific problems.
4. To set the next step: Encourage a response or a meeting.
Step 1: Crafting an effective email outreach
Email remains one of the most popular channels for the first touch. But with inboxes flooded daily, standing out requires precision.
Essential components of a first-touch email
1. Engaging subject line
Your subject line is the first thing a prospect sees. It should be:
• Personalised: Mention their name, company, or a shared connection.
• Relevant: Tie it to a recent event, challenge, or industry trend.
• Brief: Keep it under 50 characters for mobile readability.
Examples:
• “[Name], here’s how to simplify [pain point]”
• “Quick idea for [company name]”
2. Personalised opening
Start with something about them, not you. Use your research to reference their recent achievements, challenges, or interests.
Example:
“Hi [Name], I noticed your recent post about [topic] and wanted to share something that might help with [specific challenge].”
3. Value-oriented body
Focus on the prospect’s pain points and how you can help. Avoid lengthy pitches about your product or company.
Example:
“At [Your Company], we’ve helped businesses like [prospect’s company] streamline their [process/problem] by [specific solution]. I’d love to share some insights tailored to your team.”
4. Clear call-to-action (CTA)
End with a specific, actionable request that’s easy to respond to.
Examples:
• “Would you be available for a 15-minute call next week to explore this further?”
• “Does Tuesday at 10 a.m. work for a quick chat?”
Step 2: Mastering the prospecting call
While email is effective, nothing beats the immediacy of a phone call. The key to a great first call is preparation and authenticity.
Structure of a successful prospecting call
1. Build rapport
Start with a friendly tone and a personal touch. Mention something relatable, like their recent LinkedIn post or a shared connection.
Example:
“Hi [Name], I saw your team recently launched [initiative]. Congratulations—that’s a fantastic achievement!”
2. Identify Pain Points
Ask open-ended questions to understand their challenges.
Examples:
• “What’s the biggest challenge you’re currently facing with [process/industry]?”
• “How are you managing [specific problem]?”
Take notes in HubSpot CRM to track key insights for follow-up.
3. Create curiosity
Share a quick, impactful insight or stat that relates to their pain points.
Example:
“Did you know that businesses using [solution] have seen a 25% reduction in [problem]? I’d love to explore how this could work for your team.”
4. Set the next step
End the call with a clear ask. Schedule a follow-up meeting or send additional information.
Example:
“Would you be open to a quick demo later this week? I think you’d find it valuable.”
Step 3: Leveraging social selling
Social media platforms, especially LinkedIn, are powerful tools for first-touch outreach. The key to social selling is engagement, not spamming.
How to use LinkedIn effectively
1. Engage With Their Content: Like, comment, or share their posts to build familiarity.
2. Send a Personalised Connection Request: Reference something specific about their role or company.
3. Follow Up with Value: After connecting, share a helpful resource or ask a relevant question.
Example Message:
“Hi [Name], I saw your recent post about [topic] and thought you’d find this guide on [relevant solution] helpful. Would love to hear your thoughts!”
Common mistakes to avoid
1. Being too salesy
Prospects can sense a hard sell a mile away. Focus on helping, not selling.
2. Using generic templates
Personalisation is key. Use tools like HubSpot to tailor your outreach based on prospect data.
3. Not following up
Many sales happen after multiple touchpoints. Use HubSpot workflows to automate reminders and follow-ups.
How HubSpot CRM supports first-touch outreach
1. Email tracking: See when prospects open emails, click links, or view attachments.
2. Templates: Save time with customisable email templates.
3. Call recording: Record and review prospecting calls to refine your approach.
4. Sequences: Automate follow-ups for consistent communication.
Examples of first-touch templates
Email Template
Subject Line: “[Name], quick idea to solve [problem]”
Body:
Hi [Name],
I noticed [specific insight about their business]. At [Your Company], we’ve helped businesses like yours achieve [result].
Would you be open to a quick call this week to discuss? I’m free Tuesday at 10 a.m. or Wednesday at 2 p.m.
Best,
[Your Name]
Call Script
Opening: “Hi [Name], this is [Your Name] from [Your Company]. I wanted to reach out because I saw [specific insight] and thought we could help.”
Body: Ask questions about their challenges and share a quick insight.
Closing: “Would you be open to a quick demo or call to explore this further?”
Key takeaways
1. The first touch is about starting a conversation, not closing a deal.
2. Personalisation and relevance are essential. Use HubSpot CRM to tailor your outreach.
3. Don’t forget the follow-up! Many opportunities are won after multiple touchpoints.
Ready to elevate your first-touch strategy?
Book a call today and learn how HubSpot and tailored sales techniques can help you connect with prospects and drive results.