Why an Omnichannel Approach is Essential for Prospecting

From the ANA, I saw this article that caught my attention: The Secret to Actionable, Attention-Grabbing Campaigns.

And I immediately saw the post was a partner contribution from the United States Postal Service.

Unsurprisingly, the post touted the benefits of direct mail to grab attention and break through to consumers (which I would argue, it still does).

So keeping that in mind, the main thrust of the post about breaking though holds true.

It’s never been harder to break through to prospects

You’re nodding in agreement if you’re the one driving business development for your firm, it’s tougher than ever to get in the prospect’s door, but that’s why an omnichannel approach provides the best chance to get it done.

It’s the process we follow at RSW and it’s one you should consider for your own efforts.

What is omnichannel prospecting in business development?

For our purposes, omnichannel means it means incorporating as many channels and approaches to prosecting as possible to break through to your prospects effectively.

So in practice, that means incorporating the following into your prospecting:

• Email
• Phone
• Social
• Tech Stack
• Physical Mail

Entire post series can and have been written about how to use each of these most effectively, but in this post, I want to point out why this should be the strategy you employ for business development.

As you incorporate each of these, you’ll most likely find success in one or more, it’s all about finding the mix that works, but you should be open to the entire range as you start.

Why an Omnichannel Approach is Essential for Prospecting

Let’s look at several key reasons:

In any industry, do you ever just use one tool?

Of course not.  So why would you only use one tool for prospecting?

Don’t fall prey to the assumptions we often hear: “Prospects don’t answer phone calls, physical mail is anachronistic, no one pays attention to social posts.”

If you never incorporate these tools into your strategy, then sure, they’ll become self-fulfilling prophecies.

Why not give yourself every chance to break though?

An omnichannel approach gives you increased reach

Especially post-pandemic, you don’t know where your prospects “live”.

Your prospects work, essentially, everywhere today.

So you also need to be everywhere.

Any one of these platforms may resonate with a prospect and get you in the door, but not if you aren’t using them.

Why leave a potential opportunity on the table?

The omnichannel approach provides opportunities in uncluttered spaces

In our experience, most agencies are afraid to pick up the phone, or just don’t use it.

Speaking anecdotally here, but when is the last time you got a call from someone prospecting?

Sure, you get spam calls, but that’s not what I’m talking about.

You don’t get a lot.

And you also don’t get a lot of physical mail.

At RSW, we don’t hang our hat on any one tool, we incorporate them all, but certainly some new business directors have better success with certain platforms/channels, and adjust accordingly.

The omnichannel approach sets you apart from competition

The truth of the matter is, most agencies just aren’t actively pursuing new business.

So in truth, any concerted effort at new business sets you apart, but multiple channels ensures you set your firm apart form others.

The omnichannel approach gives you improved brand visibility

You need to surround your prospects, not in a used car salesman way, but part of the business development effort is ongoing awareness of your brand and firm.

This is where agencies so often fall down.

I’ll quote myself here for extra oomph:

It will take you 6-8 touches on average to break through to a prospect.

And so, you need to stay in front of your prospects, and if you’re only emailing for example, again, you’re leaving potential opportunities on the table.

Omnichannel makes true cold calls warmer

We incorporate a cadence, alternating between each of these channels, that refers back to the previous touchpoint.

Many of you reading may have hesitation in reaching out because you feel like you’re bothering the prospect, there’s no reason to reach out, other than you should work with us.

(And if that’s the case, you really should think about someone else to drive the process).

And given it will typically take 3-4 touches at least, in the meantime, that prospect is seeing your firm’s name, and yours.  Awareness is being built.

But, and this is critically important, don’t make the mistake of only referencing that you’ve reached out previously.

That has zero value.

With every touchpoint, you have to give your prospect “the because”, or “the why”- what’s in it for them?