Welcome back,
In this week’s edition, we’ll break down the single change that led to cold outreach success for Precision, a conversion rate optimization agency.
If you’re working on a cold outreach funnel and seeing little to no results, this edition will help you bridge the gap between you and your prospects, start more engagements, and ultimately close more deals.
Precision was founded by two industry veterans who knew how to drive up conversion rates after specializing in the practice for years.
They were confident in their service, but when it came to attracting clients through cold outreach, they hit a brick wall - thousands of emails and LinkedIn messages fell completely flat.
Their initial offers didn’t resonate with cold prospects, and they struggled to get responses despite trying multiple channels and strategies.
They soon realized that what worked for referrals and warm leads didn't work for cold prospects. Cold outreach requires a more compelling and risk-free proposition.
Precision needed an offer that was not only valuable, but undeniable.
Their breakthrough? The offer ladder - a sequence of offers designed to provide value and engage the prospect at different levels of commitment.
In other words, they realized they needed to offer something that would help prospects solve the problem in a way they simply couldn’t reject.
From there, they could offer more complete solutions that solved the problem at greater levels after the prospect had already started their engagement with the agency.
Precision's offer ladder consisted of three tiers, each adding more value and requiring a greater commitment from the prospect:
Implementing the offer ladder led to a huge increase in engagement, conversations, and sales from cold outreach.
Even though the initial, free offer required time from the agency, it was well worth it in the end as their pipeline expanded and more leads became customers of their higher-ticket offers.
There are a few things you should keep in mind to make sure an offer ladder strategy works for your cold outreach.
Think about how you can create a similar offer ladder for your business.
Start with a valuable free offer to engage cold prospects, then gradually introduce higher-value services that require more commitment.
This approach builds trust, showcases your expertise, and ultimately drives sales.
That’s it for this edition! We hope Precision’s story inspires you to rethink your cold outreach strategy and start crafting offers that truly resonate with your prospects.
Keep experimenting, and remember, the next big breakthrough might just be an offer away.
Until next time,
Avery
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