Providing ongoing, mobile RRNCO sustainment training to stimulate success and promote professionalism.
THIS WEEK: Email Prospecting; USAREC Guidance for Post Secondary Recruiting; Interpersonal Tact
Welcome to Tuesday Training Podcast…a conversation and collaboration between Army National Guard Recruiters.
This week, because of your efforts, lives will be changed, legacies will be started and generations will be impacted. What you do matters…..you make a difference.
5000 Contacts Club…make 100 contacts for 50 weeks to build your business, develop your
Fanatical Prospecting by Jeb Blount Chapter 19 “EMAIL PROSPECTING”
Rule #1: Your E-Mail Must Get Delivered
- Don’t send bulk e-mail. Prospecting e-mail is one to one.
- Avoid attaching images.
- Avoid hyperlinks.
- Avoid attachments.
- Skip spammy words and phrases.
- Don’t send to too many people in the same company at one time.
- Don’t send too many e-mails to the same person.
- This may seem counterintuitive, but with e-mail, too much persistence can hurt you.
- Scrub bounces. Many e-mail filters will catch you if you send multiple e-mails to an e-mail address that doesn’t exist.
- Be careful with sensitive industries.
Rule #2: Your E-Mail Must Get Opened
- The Law of Familiarity is always in play with e-mail prospecting.
- The layering of channels to build familiarity is extremely powerful. If you leave an effective voice mail and they hear your name and company name, then when they see your name and e-mail address in their inbox you will be more familiar.
- Your Subject Line Must Scream “Open Me”
The three most common subject line mistakes:
- They’re too long.
- Solution: Keep e-mail prospecting subject lines super short—three to six words or 40 to 50 characters including spaces. Remember—less is more.
- They include questions.
- Solution: Use action words and directive statements instead of questions.
- They’re impersonal or boring.
- Solution: Connect your subject line to an issue your prospect is facing—especially if it is emotional or stressful—or compliment them on a recent accomplishment or something that you know makes them feel proud.
Rule #3: Your E-Mail Must Convert
- An appointment
- Qualifying information
- An introduction to a decision maker
- A forward to other influencers
- Download of documents, a video view, or a webinar registration
- A sales conversation
A Good Prospecting E-Mail Begins with a Great Plan
The worst e-mails are:
Long, important-sounding pitches using incomprehensible jargon—a lot of words with no meaning
Feature-focused product dumps
Cheerleaders who blab on and on about their “amazing” company, product, or service
The ones that get my name wrong—seriously, it is Jeb: three letters
The long ones that cause eyes to glaze over. WTF, we live in the age of Twitter, text messaging, infographics, OMGs, and LOLs. Prospects have the attention span of mosquitoes.
- Consider your audience.
- Determine your method.
- Tailor the message to your audience.
- Define your desired outcome.
The Four Elements of an Effective Prospecting E-Mail
- Hook: Get their attention with a compelling subject line and opening sentence/statement.
- Relate: Demonstrate that you get them and their problem. Show empathy and authenticity.
- Bridge: Connect the dots between their problem and how you can help them. Explain the WIIFM.
- Ask: Be clear and straightforward about the action you want them to take, and make it easy for them to do so.
Pause Before You Press “Send”
79T TUNE UP (MOS Sustainment)
USAREC Manual 3_01; Chapter 6 School Recruiting Program; Post Secondary Schools
6-23. The postsecondary market is an excellent source of potential Army enlistments due to the high percentage of students who drop out of college, particularly during the first two years. Routinely reassure college officials the Army is interested only in recruiting former students who have dropped out and students who are about to graduate. Avoid giving the impression the Army is on campus to cause students to drop out of school.
6-24. Coordinate with school officials the best time (monthly) and place (student center) to set up an information table. You may not get to speak with many students initially, but as the semester progresses more students will talk to you about their future and what the Army has to offer. Establish a schedule and location on campus where you can to interview interested students. Your first choice should be the Reserve Officers’ Training Corps (ROTC) department. If there is no ROTC program in the school, any agreed upon location by you and the school will be fine.
6-25. Develop a working relationship with as many school officials as possible. Suggested officials would include: Director of student affairs, career placement officer, college registrar, financial aid officer, dean of students, director of student housing, veterans affairs officer, professor of military science, Concurrent Admissions Program (ConAP) officer, department chairpersons, and professors who may be helpful in making presentations or communicating Army opportunities.
6-26. Stop-Out Cycle (Decision Points). There are certain times during every semester, students will likely drop out. The first is usually about 6 weeks into the semester when a student can withdraw with no academic penalty and still receive a refund. The second is about 11 weeks into the semester when a student can still withdraw with no academic penalty but does not receive a refund. The third is after the semester ends, grades are received, and tuition must be paid for the next semester. Generally, attrition during the first year of college is higher than in subsequent years. Students drop out during this time because they are homesick, have to work, are out of money, or are in academic difficulty. The freshman class should be your primary focus because they will have the highest dropout rate. They often lack both the direction and funds to fully pursue their education.
OUR FOCUS IS TO HELP THE SCHOOL WITH RETENTION!!
New ARNG Education Programs and Services Posters
LEADERSHIP LESSON: (Professional Development)
ADRP 6-22; Chapter 5
5-11. Effectively interacting with others depends on knowing what others perceive. It relies on accepting the character, reactions, and motives of oneself and others. Interpersonal tact combines these skills, along with recognizing diversity and displaying self-control, balance, and stability in situations.
5-12. Background, schooling, race, religion, and other factors shape Soldiers and Army Civilians. Personal perspectives vary within societal groups. By acknowledging differences, qualifications, contributions, and potential, Army leaders further strengthen the team effort by creating an environment where subordinates know they are valued for their talents, contributions, and differences. A leader’s job is to employ the different capabilities and talents brought to the team to build the best possible team.
5-13. Army leaders should remain open to cultural diversity; it is unknown how the talents of individuals or groups will contribute to mission accomplishment. During World War II, Marines from the Navajo Nation formed a group of radio communications specialists called the Navajo Code Talkers. They handled command radio traffic in their native language—a unique talent. This significantly contributed to successful operations because the Japanese code breakers could not decipher their messages.
EXPERT BADGE EXTRA CREDIT
Reinforced today’s Perpetually Prospecting email training.
CALL TO ACTION
- Make the commitment to complete the 5000 Call Challenge and get started.
- Write 10 prospecting emails to include the subject line and email them to your FLL.
- Create a Retention Brief for your local Colleges to include all the ways you can assist to keep current college students enrolled in college. Commit to giving your “brief” to at least one staff member at each of your assigned colleges.
- Ask your FLL and a senior RRNCO if you need to work on your Interpersonal Tact.
HOTLINE: Leave voicemail to share ideas, celebrate success, solve a common problem, ask a question, correct an error 307-202-8031