Top decision makers are often difficult to Decision Makers reach. By phone, you often cannot get past the ‘gatekeeper’ such as an Executive Secretary. In addition, high-level decision makers receive multiple messages per day, so how do you ensure that they respond to your message? Consider writing a BASHO email or message. This is B2B communication, but then ultra-personalized. This method is indispensable, especially as part of an Account Based Marketing strategy. In addition to the direct hit rate, BASHO is a successful activity for your follow-up.
What is BASHO?
A BASHO is a highly personalized B2B email, usually addressed to a (final) decision maker. The goal is to grab the attention of the recipient and eventually get a call or appointment. A BASHO message is therefore used for lead generation .
BASHO Success: Personalization Decision Makers
The success of a BASHO email/message lies in the panama phone number library personalization. The text must show that you know the recipient and understand their challenges and priorities. The preparations are therefore just as important as writing the text. The personalization ensures that you distinguish yourself from the standard one-to-many emailings. This makes your message stand out and can trigger the recipient to respond to your request.
In addition to the personalized content, the how to increase online sales: complete guide biggest differentiator is the way of connecting. BASHO messages fit, in addition to e-mail, for example, perfectly as InMail or WhatsApp message.
When do you use BASHO?
Creating a BASHO message takes time and that is why you only send it to selected prospects. To large accounts that you would like to get in. BASHO is suitable if:
- You have an Account Based Marketing strategy
- The person you want to speak to is very difficult to reach by phone
- The decision maker or manager is well guarded by the gate-keeper
How do you write a BASHO? Decision Makers
Some tips:
- Search for relevant information about the company and the recipient.
- Consider the recipient’s priorities in business (cost reduction, launching a new product, etc.). But his or her private situation can also be interesting. Think of public interviews in which the prospect tells what moves and motivates him or her. Or of a specific sport that the belgium numbers recipient practices. Find something with which you can connect on a human level.
- Show that you know the person . That you’ve done your research. You can stroke their ego without being a creep. But don’t come across as a stalker; be real.
- Always start your text with the other person and never with yourself (not I, but you).
- Start with the most important fact you found about the company and/or your interviewer and state the challenge/priority .
- Then link this to your service provision by means of ‘ evidence ‘. Provide supporting figures or a business case.
- Indicate that you want to continue the conversation with a clear call to action .