Extract from a Mixergy Masterclass titled "How to use cold emails to make sales – with Bryan Kreuzberger" (emphasis mine):
..how do you find the decision maker and get them to hear you out?
Use the Waterfall Technique
Go directly to the top.
When Bryan wanted to pitch Best Buy, he wrote separate emails to the director of marketing, the VP of marketing, the CMO, and the CEO. “I know the CEO of Best Buy isn’t the right person for me to talk to,” says Bryan. “But I can put together an email that is crafted from [their] perspective. They’ll just delegate it. And now [the person the CEO delegates to] has to take my meeting.”
Bryan says this technique uses the company’s hierarchy to your advantage. The request is coming down from the CEO to the manager, much like water flows down a waterfall. And if the CEO asks an employee to do something, they have to do it. In the case of Best Buy, the VP of marketing emailed Bryan back, asking him to present to six executives, who he says he never could’ve found on his own.
Arun Natarajan is the Founder & CEO of Venture Intelligence, the leading provider of data and analysis on private company transactions, valuations and financials in India. Click Here to learn about Venture Intelligence products that help entrepreneurs Reach Out to Investors, Research Competition, Learn from Experienced Entrepreneurs and Interact with Peers. Includes the Free Deal Digest Weekly Newsletter: India's First & Most Exhaustive Transactions Newsletter.
..how do you find the decision maker and get them to hear you out?
Use the Waterfall Technique
Go directly to the top.
When Bryan wanted to pitch Best Buy, he wrote separate emails to the director of marketing, the VP of marketing, the CMO, and the CEO. “I know the CEO of Best Buy isn’t the right person for me to talk to,” says Bryan. “But I can put together an email that is crafted from [their] perspective. They’ll just delegate it. And now [the person the CEO delegates to] has to take my meeting.”
Bryan says this technique uses the company’s hierarchy to your advantage. The request is coming down from the CEO to the manager, much like water flows down a waterfall. And if the CEO asks an employee to do something, they have to do it. In the case of Best Buy, the VP of marketing emailed Bryan back, asking him to present to six executives, who he says he never could’ve found on his own.
Arun Natarajan is the Founder & CEO of Venture Intelligence, the leading provider of data and analysis on private company transactions, valuations and financials in India. Click Here to learn about Venture Intelligence products that help entrepreneurs Reach Out to Investors, Research Competition, Learn from Experienced Entrepreneurs and Interact with Peers. Includes the Free Deal Digest Weekly Newsletter: India's First & Most Exhaustive Transactions Newsletter.