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While the idea of getting a text from a sales professional may seem a little out of the ordinary.

Yet, in the current remote working universe, sales reps are turning to text more than ever before. 

And as it turns out, there are some very real benefits to using text as part of your prospecting strategy.

Sure, being ghosted by your prospect is certainly a possibility, but at the very least, it gets your message read, and faster than if it had been sent via email. 

Benefits Of Cold Texting

In a recent ZoomInfo poll on LinkedIn, 65% of respondents said that they cold-text prospects, and gave compelling reasons as to why. Below are a few of their responses. 

  • Text reminders for upcoming meetings can help to increase show rate 
  • More likely your message will get read in a timely manner
  • Everybody has their cell phone at home — and are more likely to check it regardless of how chaotic their WFH days are
  • Texts make it easier for clients to get a hold of you when they have your cell number and can simply shoot you a text if they have a question/concern

Rules for Texting Sales Prospects

So, the jury is out. Texting your sales prospects is in. But what about best practices? Is there a rulebook for this sort of thing? Where do we stand on the use of emojis? Text outreach is a whole new ballgame, and we’re just starting to figure out the rules.  

We’ve made our point. So that begs the question: is there a rulebook for this sort of thing? 

How NOT to Cold Text Your Sales Prospects

Texting certainly allows you to be more casual with your outreach approach, but that doesn’t mean it should be an emoji, “omg,” “tbh” filled message. Below are few no-no’s when it comes to contacting sales prospecting via text message. 

  • Don’t Write A Novel: Novels. You don’t read them from your friends, your prospects aren’t going to read them from you. 
  • Don’t Be Overly Casual: Overly casual. “Man” “dude” “bro” “girl”, too many emojis, etc. Even though the method is more casual, you should strive to maintain a professional approach. 
  • Be Weary Of Emojis: Be weary of emojis in general. For the most part, we’re saying no to emojis. MAYBE there is a time and a place for a smiley face or something relevant if appropriate. 
  • Don’t Use Text Shorthand: Make sure you aren’t using any texting shorthand (brb, lol, numbers instead of words [2 vs to]. Similarly, this kind of lingo can come across as unprofessional or spammy. 

How TO Cold Text Your Sales Prospects 

Now that we know it’s A-okay to send texts to your sales prospects, it’s time to start thinking about some best practices for the technique. 

  • Follow Kiss Model: AKA,“keep it simple stupid.”
  • Keep Texts Clean, Simple & Concise: The whole benefit of texting is that it’s a quicker, more efficient way to reach prospects.  
  • Be Mindful Of Area Codes And Time Zones:  Just like with a phone call, make sure you aren’t reaching out outside of business hours. It’s likely that someone is out of “work mode” when they get your late night text, and won’t respond at all. 
  • Put yourself In Their Shoes: . How would you like to be cold called/ texted on your mobile by a salesperson? Think of the kinds of messages you’d be more likely to respond to versus the ones you would immediately ignore.  ? (From a professional standpoint)
  • Ask For Permission First: If first time texting, introduce yourself and give them a way out (aka ask for permission to text)  Texting should always be opt-in. Ask if it would be okay to contact them via text after you’ve established a decent rapport. 

Texting is stronger after already connecting via phone conversation. Using texts as a reminder for a demo, or other softer touches lends more to a positive experience. 

Most people live off their smartphones, so to get a response from a prospect we need to understand what they see.  When you get a text, you see a one-line preview of it on the lock screen.  Make the first sentence count, every time.

So, Should You Text Sales Prospects?

We’ve had to adapt to many different changes this year, and communication with prospects is clearly no exception. A year ago, texting sales prospects may have been a huge faux pas. But now, sales reps are singing its praise. 

When it comes to sales, realizing that change is always happening is crucial. If you don’t, you risk getting left behind.

So the next time you need to send a reminder to a prospect about an upcoming demo meeting, think twice before picking up the phone.

Shoot them a text. 

About the author

ZoomInfo

ZoomInfo combines the leading business contact database with best-in-class technology to pinpoint, process, and deliver the marketing and sales intelligence you need— exactly when and how you need it, to always hit your number.

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