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The Triple Touch: How to Easily Accelerate Prospect Responses

The Triple Touch image

 

What if I told you there was a simple, 3-step strategy that takes the guesswork out of your sales cadence and accelerates prospect responses?

It may sound like magic, but it exists. We caught onto this in about 2016 and haven’t looked back since.

For those of us on the front lines, sending emails, making our phone calls, and getting the attention of B2B prospects can be an uphill battle. The Triple Touch strategy fixes this, and yet, TopoHQ indicates that only approx 37% of SDR teams are using this method today.

Below is a guide on how to take action with this straightforward prospecting strategy that infuses your approach with authenticity, personalization, and efficiency.

Let’s see what it’s all about.

What Is the Triple Touch Strategy

Simply put, The Triple Touch is A B2B sales engagement tactic for SDRs and sales reps where you engage with your prospect via email, phone, and on social media all in a single day.


Ok, great, but how do you do it? I hear you asking.

We’re going to look at each step in-depth, so you can take your prospecting to the next level today.

Step 1: Show Them Your Face

The LinkedIn Connection request is a critical part of your outbound sales engagement strategy. It gives you an opportunity to put a name to a face.

Before we go into executing the request, make sure your profile can answer questions your prospects are going to have before they give you a response. It’s critical to make sure your Linkedin headline describes the problem your company is solving quickly and concisely.

Generally, before your prospect looks deeper into what you may offer as a sales rep, they’ll want to know two things:

  • Who are you/what company do you represent?
  • How can you help me add value to my network?

Take a look at Max here. He nails the initial profile details.


Right off the bat, you’ll notice he has an easy-to-understand headline. This helps your prospects quickly recognize who you are and what problems you solve for them. Secondly, you’ll notice his background picture informs his profile visitors of the virtual summit he is helping host.

You get all of this clear and helpful information, and you’re only viewing 20% of his profile.

Now, onto the request…

This initial outreach ALWAYS needs to be personalized. It helps align the role of the prospect with your solution.

It might look something like this:

Step 2: Send a Highly Relevant Email

This is the most important step of your sales cadence. From here on out, most of your communication and follow-up will revolve around this email.

Make it personalized. But more importantly, make it relevant.

Here are some specific tips for crafting an effective prospecting email:

Subject-line: Make your subject as relevant and personalized as possible. Your goal is to invoke curiosity so your prospects will be compelled to (at the very least) open your message.

Intro: Once you’ve earned the prospects open, immediately state the reason for your message. Lead with “I’m reaching out because…” And get right to the point.

Be as personal as possible to show you’ve done your homework. Align the prospect’s role/responsibilities to the problem(s) you can help them solve.

Transition: Great, you’ve done your research and got the prospect to read this far… Now what?

I like to use “If you aren’t familiar, here is what (COMPANY NAME) brings to your team…”

Body: Use bullet points here in the body of your email. This allows the prospect to easily scan for relevant information. If you are targeting your ideal customer profile, your offer should resonate without any further personalization in this section.

CTA (call to action): Wrap up the email by applying just the slightest of pressure. “(FIRST NAME) given your (ROLE/RESPONSIBILITIES), I thought it made sense to connect.

Use this chart to gauge the value of the information you reference:

  • Personal: Referrals, personal blogs and articles, tweets, alumni
  • Professional: Title, duty, empathy on shared pains, competitors, best practices (BUYER PERSONAS!!!)
  • Company: Press releases, news, 10-K (annual report)
  • Industry: Trends, best-practices, thought leadership, etc.

Step 3: Leave a Voicemail Referencing Your Email

Always call with the intention and expectation of a live conversation. This mindset helps when they don’t answer on your first call (which unfortunately is often).

This call relies and builds on that first personalized email you sent. By doing an excellent job on your initial communication, you can now weaponize that same message over the phone — live or through voicemail.

RELATED: Effective Cold Calling: 3 Tips to Avoid 3 Crucial Mistakes

Try something like this:

“Hi {First Name} – This is Tara from {YOUR COMPANY}. The reason for my call is I sent you an email titled {Personalized Headline}. Give me a call back at 510-XDT-DBTT, again this is Tara from {YOUR COMPANY} 510-XDT-DBTT, thanks!”

Putting it into Action

That’s all there is to it. This is probably one of the simplest sales strategies you’ll ever use, but that doesn’t make it any less effective.

But don’t just take my word for it.

Give it a try on your next account and see how you can put your prospecting into high gear and speed past your old results.

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    • Profile picture of Trenton Engle
      @tengle
      ( 3.4k POINTS )
      3 months, 1 week ago

      Love this approach. My prospects vary in whether or not they use LinkedIn, but this cadence I’m sure will be strong with those who do.

      • Profile picture of Jack Veronin
        @jackveronin
        ( 1.3k POINTS )
        3 months ago

        Yes – You have to find where the prospect likes to engage most and go there. If they pick up the phone the 1st time, go back there. If they open your email a bajillion times, maybe send them another. SDR is all about detective work and following your nose

    • Profile picture of Frosty TheSalesman
      @frosty
      ( 270 POINTS )
      2 months, 1 week ago

      Awesome post, Jack!

      Thoughts on replacing the connection request with a “follow” when possible?

      Recently had been trying something new with call first, referencing the upcoming email so they know there is no need to call back but originally had been email before call so maybe time to go back to it….

      • Profile picture of Jack Veronin
        @jackveronin
        ( 1.3k POINTS )
        1 month, 1 week ago

        Sorry I never saw this Frosty… I’m personally not a fan of the follow because there are very few folks worth following.

        Everyone I know that uses LinkedIn really evaluates those connection requests and if you write a personalized request you go straight to consideration for a connection. I couldn’t tell you who follows me, but I can tell you who I am connected with.

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