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zander1983

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Jan 24, 2021
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Hi
I posted before about software I developed that allows people to analyse flow cytometry experiments in their browser. Its extremely niche and at this point Im trying to just make something from it, I'd be happy with 500 euro a month. I've tried different business models for the software, mainly B to C and I've come to the conclusion it doesn't work. End users - biomedical researchers in Universities and labs mainly - will simply not pay for it.

There are about 20 major players in the market. These are medium to large pharma companies. One of the biggest is Thermofisher. Thermo and the others sell the machines, but also provide a webapp to drive people who are doing their experiments to their sites. All 20 players have the same type of simple webapp (simple software to help set up flow cytometry experiments). I want to propose to them that they could drop in the software I developed (I have bundled as a Javascript library) and 1/ drive more traffic to their site as it works nicely alongside their existing webapp 2/ helps their product portfolio since I track experiment data and can feed this back to the company.

However, I cannot believe how difficult it is to get even the tiniest bit of engagement. I have a live site with daily users in labs around the world - its not like Im selling nothing.

My strike rate over the last 2 months is approximately:

For every 70 emails I send, I get 1 reply, this tends to be "contact this person" - I contact them and no reply.

For every 30 LinkedIn connect request "with note" I get 1 connection. I follow up with a fuller message, I get no reply.

For every "inmail" LinkedIn (I started paying) I have never gotten a reply.



Now I dont know if this is specific to the industry, to the size of the companies (medium to large), or if cold approach in every form is now dead due to overwhelming amounts of spam in email and on LinkedIn, or Im just a horrible seller. I dont blame my software as I cant get to the point of anyone actually replying to me.

When Im sending an email/message, I spend time researching the company and person, and I personalise it. Here's an example of the email I recently sent to 30 or so people in various pharma companies in the area:

Hi Gil

I came across your profile on LinkedIn as I've been looking for somebody in Digital Marketing within [company].

I run a cytometry analysis app [my website] and many of my users use [company] Full Spectrum Viewer alongside my app.

Since both softwares complement each other really nicely, I think there's a good opportunity here to drive more traffic to [company]'s website. Is this something you're interested in doing?

Thanks
Mark


PS My LinkedIn profile is [url to my LinkedIn]



The email subject was "drive more traffic to [company]"


This got zero replies.

Here is the LinkedIn note:

Hi Eric, reaching out as I'm the founder of a app [link to my app] that users often use alongside [companys]'s spectra viewer. Since the softwares complement each other nicely, I think there is an opportunity for [company] and [my app] to both benefit. Would love to connect.


Sent to 50 or so people with 0 connecting so far.

I have tried variations on the above for months with similar results.

I am completely exasperated. I'm at the point of giving up and throwing the software in the bin and moving on to something else but there's a nagging "If I cant get meetings for this, how am I going to get meetings and sell the next thing I work on"?

Now I know getting the foot in the door is only the first step. One of these companies actually contacted me themselves and we had 7 meetings before they pulled the plug saying the software didn't pass UAT by an external consultant. Very frustrating as it was one consultant's opinion and the internal team at the company were supportive of the software and wanted to proceed. So I know how hard it is to get the said over the line but I cannot believe how hard it is to get a foot on the first rung of the ladder!

Anyone with any advice, I'd be grateful. Anyone who thinks they can sell anything, Im open to a chat too (warning this is super niche and a tiny market as the software stands right now).
 
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Hong_Kong

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Apr 7, 2022
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Hi
I posted before about software I developed that allows people to analyse flow cytometry experiments in their browser. Its extremely niche and at this point Im trying to just make something from it, I'd be happy with 500 euro a month. I've tried different business models for the software, mainly B to C and I've come to the conclusion it doesn't work. End users - biomedical researchers in Universities and labs mainly - will simply not pay for it.

There are about 20 major players in the market. These are medium to large pharma companies. One of the biggest is Thermofisher. Thermo and the others sell the machines, but also provide a webapp to drive people who are doing their experiments to their sites. All 20 players have the same type of simple webapp (simple software to help set up flow cytometry experiments). I want to propose to them that they could drop in the software I developed (I have bundled as a Javascript library) and 1/ drive more traffic to their site as it works nicely alongside their existing webapp 2/ helps their product portfolio since I track experiment data and can feed this back to the company.

However, I cannot believe how difficult it is to get even the tiniest bit of engagement. I have a live site with daily users in labs around the world - its not like Im selling nothing.

My strike rate over the last 2 months is approximately:

For every 70 emails I send, I get 1 reply, this tends to be "contact this person" - I contact them and no reply.

For every 30 LinkedIn connect request "with note" I get 1 connection. I follow up with a fuller message, I get no reply.

For every "inmail" LinkedIn (I started paying) I have never gotten a reply.



Now I dont know if this is specific to the industry, to the size of the companies (medium to large), or if cold approach in every form is now dead due to overwhelming amounts of spam in email and on LinkedIn, or Im just a horrible seller. I dont blame my software as I cant get to the point of anyone actually replying to me.

When Im sending an email/message, I spend time researching the company and person, and I personalise it. Here's an example of the email I recently sent to 30 or so people in various pharma companies in the area:

Hi Gil

I came across your profile on LinkedIn as I've been looking for somebody in Digital Marketing within [company].

I run a cytometry analysis app [my website] and many of my users use [company] Full Spectrum Viewer alongside my app.

Since both softwares complement each other really nicely, I think there's a good opportunity here to drive more traffic to [company]'s website. Is this something you're interested in doing?

Thanks
Mark


PS My LinkedIn profile is [url to my LinkedIn]



The email subject was "drive more traffic to [company]"


This got zero replies.

Here is the LinkedIn note:

Hi Eric, reaching out as I'm the founder of a app [link to my app] that users often use alongside [companys]'s spectra viewer. Since the softwares complement each other nicely, I think there is an opportunity for [company] and [my app] to both benefit. Would love to connect.


Sent to 50 or so people with 0 connecting so far.

I have tried variations on the above for months with similar results.

I am completely exasperated. I'm at the point of giving up and throwing the software in the bin and moving on to something else but there's a nagging "If I cant get meetings for this, how am I going to get meetings and sell the next thing I work on"?

Now I know getting the foot in the door is only the first step. One of these companies actually contacted me themselves and we had 7 meetings before they pulled the plug saying the software didn't pass UAT by an external consultant. Very frustrating as it was one consultant's opinion and the internal team at the company were supportive of the software and wanted to proceed. So I know how hard it is to get the said over the line but I cannot believe how hard it is to get a foot on the first rung of the ladder!

Anyone with any advice, I'd be grateful. Anyone who thinks they can sell anything, Im open to a chat too (warning this is super niche and a tiny market as the software stands right now).
This makes sense. Two points:

1. For cold email (which seems like your tactic) to work, you need a decent amount of volume. The response rate you mentioned isn't bad for cold email (I don't really use cold email much). For people doing cold outreach, they send 100+ emails per day. If you want to get a higher response rate you can personalize the email more.

2. Its possible this is due to customer demand. Your product was really advanced and interesting, but a product fundalmentaly should be a 'pain killer' not a 'vitamin'. In other words you want to a product that solves a burning issue people face. You want your customers to be aware that they have a problem, and be willing to spend money on the solution. In my opinion, this is one of the most challenging parts of the business process but worth it to get it right. Your product could be more in the category of something nice to have, but doesn't solve a pressing issue.
 

zander1983

Contributor
Jan 24, 2021
52
35
This makes sense. Two points:

1. For cold email (which seems like your tactic) to work, you need a decent amount of volume. The response rate you mentioned isn't bad for cold email (I don't really use cold email much). For people doing cold outreach, they send 100+ emails per day. If you want to get a higher response rate you can personalize the email more.

2. Its possible this is due to customer demand. Your product was really advanced and interesting, but a product fundalmentaly should be a 'pain killer' not a 'vitamin'. In other words you want to a product that solves a burning issue people face. You want your customers to be aware that they have a problem, and be willing to spend money on the solution. In my opinion, this is one of the most challenging parts of the business process but worth it to get it right. Your product could be more in the category of something nice to have, but doesn't solve a pressing issue.
I agree with your summary, what I have is a vitamin - I know that and now just want to get something - anything - for it and not have it being a complete waste of time.
 
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ZCP

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You call what I've done barely trying?
yep. 10x minimum what you are doing.

I sent 70 linkedin messages myself this week. and i own the company. and am NOT in our marketing / sales department. up your game.

you have no results. either you don't have enough hooks in the water (expect 1% to 2% response), your pitch does not give perceived value, or you are in the wrong channel.

if i gave you $1M to get someone on the phone TODAY, what would you do?
 

Black_Dragon43

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Your email copy sucks balls. There is no intrigue, no nothing. You run a software app for cypo whatever. Big deal.

What’s the intrigue? What’s the hook?
 

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Hi
I posted before about software I developed that allows people to analyse flow cytometry experiments in their browser. Its extremely niche and at this point Im trying to just make something from it, I'd be happy with 500 euro a month. I've tried different business models for the software, mainly B to C and I've come to the conclusion it doesn't work. End users - biomedical researchers in Universities and labs mainly - will simply not pay for it.

There are about 20 major players in the market. These are medium to large pharma companies. One of the biggest is Thermofisher. Thermo and the others sell the machines, but also provide a webapp to drive people who are doing their experiments to their sites. All 20 players have the same type of simple webapp (simple software to help set up flow cytometry experiments). I want to propose to them that they could drop in the software I developed (I have bundled as a Javascript library) and 1/ drive more traffic to their site as it works nicely alongside their existing webapp 2/ helps their product portfolio since I track experiment data and can feed this back to the company.

However, I cannot believe how difficult it is to get even the tiniest bit of engagement. I have a live site with daily users in labs around the world - its not like Im selling nothing.

My strike rate over the last 2 months is approximately:

For every 70 emails I send, I get 1 reply, this tends to be "contact this person" - I contact them and no reply.

For every 30 LinkedIn connect request "with note" I get 1 connection. I follow up with a fuller message, I get no reply.

For every "inmail" LinkedIn (I started paying) I have never gotten a reply.



Now I dont know if this is specific to the industry, to the size of the companies (medium to large), or if cold approach in every form is now dead due to overwhelming amounts of spam in email and on LinkedIn, or Im just a horrible seller. I dont blame my software as I cant get to the point of anyone actually replying to me.

When Im sending an email/message, I spend time researching the company and person, and I personalise it. Here's an example of the email I recently sent to 30 or so people in various pharma companies in the area:

Hi Gil

I came across your profile on LinkedIn as I've been looking for somebody in Digital Marketing within [company].

I run a cytometry analysis app [my website] and many of my users use [company] Full Spectrum Viewer alongside my app.

Since both softwares complement each other really nicely, I think there's a good opportunity here to drive more traffic to [company]'s website. Is this something you're interested in doing?

Thanks
Mark


PS My LinkedIn profile is [url to my LinkedIn]



The email subject was "drive more traffic to [company]"


This got zero replies.

Here is the LinkedIn note:

Hi Eric, reaching out as I'm the founder of a app [link to my app] that users often use alongside [companys]'s spectra viewer. Since the softwares complement each other nicely, I think there is an opportunity for [company] and [my app] to both benefit. Would love to connect.


Sent to 50 or so people with 0 connecting so far.

I have tried variations on the above for months with similar results.

I am completely exasperated. I'm at the point of giving up and throwing the software in the bin and moving on to something else but there's a nagging "If I cant get meetings for this, how am I going to get meetings and sell the next thing I work on"?

Now I know getting the foot in the door is only the first step. One of these companies actually contacted me themselves and we had 7 meetings before they pulled the plug saying the software didn't pass UAT by an external consultant. Very frustrating as it was one consultant's opinion and the internal team at the company were supportive of the software and wanted to proceed. So I know how hard it is to get the said over the line but I cannot believe how hard it is to get a foot on the first rung of the ladder!

Anyone with any advice, I'd be grateful. Anyone who thinks they can sell anything, Im open to a chat too (warning this is super niche and a tiny market as the software stands right now).
It seems like you’re selling something when you connect via LinkedIn. Why not try getting into a *genuine* conversation first and then seeing where that goes?

Also, what will they find if they check out your profile before responding? Will it help them trust you? Can they read a few posts or articles related to what you do?

I’ve been active on LinkedIn for about a week after not doing much for years. I’ve had loads of wee message conversations and even one chat with someone who wanted to hire me (I sent them off to do some homework instead).

Talk us through how you’re finding someone to contact.
 
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Black_Dragon43

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Why not try getting into a *genuine* conversation first and then seeing where that goes?
Why do you think busy medium-large pharma executives have time for a “genuine” conversation?

If they have time for such conversations they’re not doing their job. Their job is to bring profit for their company. Not to chit chat and have fun with people.

What these people are looking for is ways to grow profitability, expand market share, reduce time. Pitch those things to them, and it may pique their interest. Pitch a “how are you? I’m so happy to be connected!” to them, and they will ignore you.

Only broke people have time for genuine conversations. In all the time I’ve done cold outreach for, only broke people were the ones having genuine conversations.

Every big hitter I came across was on the ball - either I had something that intrigued him, or I was a nuissance. It’s one or the other.

And pitching “friendship” and a “genuine conversation” is your way of saying you’ve got nothing better… since if you did, you’d pitch that.

My 2c and how I see it, no offense meant. I just don’t think this piece of advice has any chance of working.
 

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Why do you think busy medium-large pharma executives have time for a “genuine” conversation?

If they have time for such conversations they’re not doing their job. Their job is to bring profit for their company. Not to chit chat and have fun with people.

What these people are looking for is ways to grow profitability, expand market share, reduce time. Pitch those things to them, and it may pique their interest. Pitch a “how are you? I’m so happy to be connected!” to them, and they will ignore you.

Only broke people have time for genuine conversations. In all the time I’ve done cold outreach for, only broke people were the ones having genuine conversations.

Every big hitter I came across was on the ball - either I had something that intrigued him, or I was a nuissance. It’s one or the other.

And pitching “friendship” and a “genuine conversation” is your way of saying you’ve got nothing better… since if you did, you’d pitch that.

My 2c and how I see it, no offense meant. I just don’t think this piece of advice has any chance of working.
I didn’t say pitch friendship. I’m suggesting a less “pitchy” first message.
 

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@zander1983 … why don’t you link to your LinkedIn profile and/or post screenshots and maybe folks in the forum can give some feedback.
 
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DougRMR

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Hi Gil

I came across your profile on LinkedIn as I've been looking for somebody in Digital Marketing within [company].

I run a cytometry analysis app [my website] and many of my users use [company] Full Spectrum Viewer alongside my app.

Since both softwares complement each other really nicely, I think there's a good opportunity here to drive more traffic to [company]'s website. Is this something you're interested in doing?

Thanks
Mark
I agree with BlackDragon that the copy is a bit bland. We're not the target audience, mind you, but given what you're saying here you can definitely spruce it up. How about you move the hook (which I'm assuming is the fact you will drive more traffic to [company's] website) to the beginning? You could send this, for example:


Hi Gil

I came across your profile on LinkedIn as I've been looking for somebody in Digital Marketing within [company] and I think there's a good opportunity here to drive more traffic to [company]'s website.

Is this something you're interested in doing?

Thanks
Mark


When you pique their interest, THEN start talking about what exactly your app does. Just a suggestion. I don't do copy professionally but I have been practicing/studying it for a long time now and I think this would be a much better way to approach the outreach.

Maybe @Lex DeVille can chime in. Copywriting is one of his strong suits.
 

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Hi Gil

I came across your profile on LinkedIn as I've been looking for somebody in Digital Marketing within [company] and I think there's a good opportunity here to drive more traffic to [company]'s website.

Is this something you're interested in doing?

Thanks
Mark
I used to get lots of messages like this (less so now on LinkedIn which has me wondering if they’ve stopped some automations?).

I’d personally not reply. Maybe it’s not just me either. Or maybe I’m just old and cynical.

I’m curious what others think.
 

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Fair enough but these are large pharma companies. Who would I call?
Everyone who wants to make big deals calls "large (market) companies".

Even when I was just starting (aka a "nobody" in the game) I called every large oilfield company in the United States and Canada. Didn't know who to speak to or what to say.

Guess what? After enough committment, repetition, and not giving a damn about what others think, you slowly begin to figure it out.

Make a list of 100 companies, call them, and let us know how it goes.

Just don't hide behind a keyboard like most developers/software/tech guys do.
 
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I didn’t say pitch friendship. I’m suggesting a less “pitchy” first message.
Ok, so what sort of message do you have in mind then?

The only ones I’ve seen work which are not “pitchy” is asking them about a problem. For example, for FB ads, “have you considered using an isometric creative to increase conversions back to pre-iOS changes”? Then they’re like uhh what’s that, tell me more!
 

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As a matter of fact I am experienced in flow cytometry. You are right that this is a niche product that may be most interesting to the companies producing the equipment.

You email would probably land in my spam folder. This may work for a shoe shop, but I would recommend another approach:
1. look for the product lead or product specialist at the company. It should at least be someone who has some power. It may be
2. give them a call and tell them very nicely; this is Dr so and do from <your company>. I hope you may be able to help me or tell me who would be the correct person to talk to.
3. Explain the summary of your matter in less than 20 seconds.
4. be very friendly if you speak to people and most people actually like to be asked to help, because it makes them feel gracious and important.
5. repeat the call with another department as necessary.
6. speak about what your product can do for them, delete all I‘s from your mail and focus on how your product can make their company thrive.
7. write an abstract and go to a relevant conference or write an article in a scientific journal. You will be viewed as the expert while you will be holding a sales pitch for a full 10 minutes and all the interested experts will be there and people will come to you. This will also make your product more serious and attractive.
 
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I believe you need to get in front of the person who needs this.

I'd say it's a bit like how you can't just knock on the door of a family who needs a dog and speak to the maid who answers about dog offers. Until the information gets to the parents not the children, no deal is going to occur. The maid simply, does not personally have this hole (need).

You need to get in front of the person who needs and is willing and able to pay for your offer.

You could find and message/call the person who's most likely to care about increasing traffic to their website e.g. head of digital marketing or CEO of the company (Call the company, and ask to be redirected to them by giving their name). Then, you'll first want to confirm if they care about increasing web traffic on the call. If they are, you can then introduce your app as the solution to getting them what they want, this way you'll at least get a response.

"Hey x, I was wondering if you guys were interested in increasing web traffic?"

Yes? Go for it.

No? Nothing you say from this point on will matter because there will be no hole for you to fill.
 
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As a matter of fact I am experienced in flow cytometry. You are right that this is a niche product that may be most interesting to the companies producing the equipment.

You email would probably land in my spam folder. This may work for a shoe shop, but I would recommend another approach:
1. look for the product lead or product specialist at the company. It should at least be someone who has some power. It may be
2. give them a call and tell them very nicely; this is Dr so and do from <your company>. I hope you may be able to help me or tell me who would be the correct person to talk to.
3. Explain the summary of your matter in less than 20 seconds.
4. be very friendly if you speak to people and most people actually like to be asked to help, because it makes them feel gracious and important.
5. repeat the call with another department as necessary.
6. speak about what your product can do for them, delete all I‘s from your mail and focus on how your product can make their company thrive.
7. write an abstract and go to a relevant conference or write an article in a scientific journal. You will be viewed as the expert while you will be holding a sales pitch for a full 10 minutes and all the interests experts will be there and people will come to you. This will also make your product more serious and attractive.
And if you do write to serious people in a serious business (after calling), don‘t believe the modern crap about informal style. Borrow an older school book from your parents and go with „Dear Professor Miller,“ I am writing to you regarding the following matter …
and „sincerely“.

In a year or two when you will have gone for a beer with them, maybe you can go informal.
 

Happyheart

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And if you do write to serious people in a serious business (after calling), don‘t believe the modern crap about informal style. Borrow an older school book from your parents and go with „Dear Professor Miller,“ I am writing to you regarding the following matter …
and „sincerely“.

In a year or two when you will have gone for a beer with them, maybe you can go informal.
And also, instead of linkedin, you may want to use researchgate, which is also great to highlight your scientific background.
 

Andy Black

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Ok, so what sort of message do you have in mind then?

The only ones I’ve seen work which are not “pitchy” is asking them about a problem. For example, for FB ads, “have you considered using an isometric creative to increase conversions back to pre-iOS changes”? Then they’re like uhh what’s that, tell me more!
Funny you ask.

I'm literally back after bouncing around on Facebook and LinkedIn. I sent a few PM's to people who I'd interacted with in their posts.

I'll often tell them I liked something they posted and that I probably replied to. Then I go into a quick deep-dive of their account/profile and comment on that. Sometimes (often) I'll come across some typo, broken link, or whatever and mention that too.

Then I'm on my way.

1) Here's one this evening...

1656113679570.png

1656113714103.png


2) For another guy, I'd replied to his great LinkedIn post with a thoughtful response, then shared his post to my timeline. I checked out his profile and About and was going to let him know he had a broken link but I've run out of LinkedIn in message things.
 
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Black_Dragon43

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Funny you ask.

I'm literally back after bouncing around on Facebook and LinkedIn. I sent a few PM's to people who I'd interacted with in their posts.

I'll often tell them I liked something they posted and that I probably replied to. Then I go into a quick deep-dive of their account/profile and comment on that. Sometimes (often) I'll come across some typo, broken link, or whatever and mention that too.

Then I'm on my way.

1) Here's one this evening...

View attachment 44163

View attachment 44164


2) For another guy, I'd replied to his great LinkedIn post with a thoughtful response, then shared his post to my timeline. I checked out his profile and About and was going to let him know he had a broken link but I've run out of LinkedIn in message things.
Ok, I see, yes that’s interesting. How do you filter for those who may need your help vs those who don’t? Because at the moment, your questions/comments seem to be totally unrelated to what you do (Google Ads or generating leads etc), so even if they reply you’ll have no better idea if they may be a good fit for you or not!
 

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Ok, I see, yes that’s interesting. How do you filter for those who may need your help vs those who don’t? Because at the moment, your questions/comments seem to be totally unrelated to what you do (Google Ads or generating leads etc), so even if they reply you’ll have no better idea if they may be a good fit for you or not!
I’m not thinking that transactionally. I’m literally engaging as I go… “bouncing around” I call it.

I saw an interesting ad on Facebook, replied to it to boost it in the algorithm and to give the guy encouragement, observed the video didn’t have subtitles so messaged him about it, then insta-bought and messaged him again telling him well done and giving a wee tip about how else he could help people.

I’d have been very surprised if he didn’t reply, even just to say thanks.

Now I’m going through his eBook I’ve more ideas on how he could improve his ad and his initial offer. It’s no skin off my nose to message him those thoughts.

So what’s likely to happen?

He’s likely to check me out, even just out of curiosity.

“Oh, he’s a Google Ads guy.”

Will he hire me? Very very unlikely, but that’s not why I helped him.

What he knows now:
  1. I’m genuine.
  2. I’m helpful.
  3. I’m know a thing or two about lead gen, funnels, and digital marketing in general.
  4. I’m likely someone good to know.
  5. I’m likely someone he can refer people to and I won’t be a dick and make him regret it.
  6. I’m a Google Ads guy.

I do this whenever I hop onto social media platforms, including this forum.

I’ve also been doing it for 10+ years.

Each day it doesn’t take long, but that’s a LOT of people out there who think of me as helpful, genuine, knowledgeable about digital marketing, and a “Google Ads Guy” specifically.

That brings a lot of referrals and interesting introductions.

I get to learn sooo much from people.

It’s made me a better person.

It’s made me a better conversationalist and business person too.

I take it further and hop on calls at the drop of a hat and help people. Some became podcast episodes. Most I didn’t record. I’m starting to record them again with the idea of getting a VA/team to pull out short videos. I’ll post to various social media platforms. I’ll message them when I do (and prior if I think it needs their permission).

Seems like a lot of effort helping people every day right?

1) I enjoy it. I can’t NOT do it (hence trying to restrict my time on the social media platforms!)

2) I believe in my bones it comes back tenfold.


I know some people reading this won’t get it. They’ll think I’m employing some sneaky method to slide into people’s DMs.

I learned that’s just because they’re not wired like me.

I discuss this on a call with @Kak .
 

Jav

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I'm in exactly the same boat! I don't message on LinkedIn at all for me it's just a platform for people to boast about themselves and I only have it so I'm a real person to my customers.

I read two books after coming to this forum, how to sell to big companies by Jill Konrath and SPIN selling by Neil Rackham.

They both focus on adding value and then selling that value. I've listened to chapter 35 in unscripted so many times because it says the same thing, but better.

Your product sounds great but it's not solving a problem or providing a solution for the problem. I know it is frustrating, I'm going through the same thing but I think until your product doesn't solve the need or problem it's an add on and won't add value.

Keep going this is the process.

Jav
 
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Andy Black

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LinkedIn … it's just a platform for people to boast about themselves
It’s not. Many use LinkedIn to build their personal business/career profile, which I think is smart.

It’s just that most don’t know how to go about it.

And there-in lies the opportunity…

It should be easy to stand out in a sea of “I’m delighted to announce we’re thrilled to be nominated for blah blah zzz zzz”.
 

Andy Black

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Kevin88660

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Hi
I posted before about software I developed that allows people to analyse flow cytometry experiments in their browser. Its extremely niche and at this point Im trying to just make something from it, I'd be happy with 500 euro a month. I've tried different business models for the software, mainly B to C and I've come to the conclusion it doesn't work. End users - biomedical researchers in Universities and labs mainly - will simply not pay for it.

There are about 20 major players in the market. These are medium to large pharma companies. One of the biggest is Thermofisher. Thermo and the others sell the machines, but also provide a webapp to drive people who are doing their experiments to their sites. All 20 players have the same type of simple webapp (simple software to help set up flow cytometry experiments). I want to propose to them that they could drop in the software I developed (I have bundled as a Javascript library) and 1/ drive more traffic to their site as it works nicely alongside their existing webapp 2/ helps their product portfolio since I track experiment data and can feed this back to the company.

However, I cannot believe how difficult it is to get even the tiniest bit of engagement. I have a live site with daily users in labs around the world - its not like Im selling nothing.

My strike rate over the last 2 months is approximately:

For every 70 emails I send, I get 1 reply, this tends to be "contact this person" - I contact them and no reply.

For every 30 LinkedIn connect request "with note" I get 1 connection. I follow up with a fuller message, I get no reply.

For every "inmail" LinkedIn (I started paying) I have never gotten a reply.



Now I dont know if this is specific to the industry, to the size of the companies (medium to large), or if cold approach in every form is now dead due to overwhelming amounts of spam in email and on LinkedIn, or Im just a horrible seller. I dont blame my software as I cant get to the point of anyone actually replying to me.

When Im sending an email/message, I spend time researching the company and person, and I personalise it. Here's an example of the email I recently sent to 30 or so people in various pharma companies in the area:

Hi Gil

I came across your profile on LinkedIn as I've been looking for somebody in Digital Marketing within [company].

I run a cytometry analysis app [my website] and many of my users use [company] Full Spectrum Viewer alongside my app.

Since both softwares complement each other really nicely, I think there's a good opportunity here to drive more traffic to [company]'s website. Is this something you're interested in doing?

Thanks
Mark


PS My LinkedIn profile is [url to my LinkedIn]



The email subject was "drive more traffic to [company]"


This got zero replies.

Here is the LinkedIn note:

Hi Eric, reaching out as I'm the founder of a app [link to my app] that users often use alongside [companys]'s spectra viewer. Since the softwares complement each other nicely, I think there is an opportunity for [company] and [my app] to both benefit. Would love to connect.


Sent to 50 or so people with 0 connecting so far.

I have tried variations on the above for months with similar results.

I am completely exasperated. I'm at the point of giving up and throwing the software in the bin and moving on to something else but there's a nagging "If I cant get meetings for this, how am I going to get meetings and sell the next thing I work on"?

Now I know getting the foot in the door is only the first step. One of these companies actually contacted me themselves and we had 7 meetings before they pulled the plug saying the software didn't pass UAT by an external consultant. Very frustrating as it was one consultant's opinion and the internal team at the company were supportive of the software and wanted to proceed. So I know how hard it is to get the said over the line but I cannot believe how hard it is to get a foot on the first rung of the ladder!

Anyone with any advice, I'd be grateful. Anyone who thinks they can sell anything, Im open to a chat too (warning this is super niche and a tiny market as the software stands right now).
There is something wrong in your marketing approach. You are in a very niche market as you said. Potential leads to put it optimistically maybe 50-100. You cannot afford to be passive and send some text and expect miracles to happen.

If you are selling to C when you could literally sell to hundreds of thousands of people then its a different game.

You have to grab the phone to call them and by hook or crook force out some appointments with them. Surprise visit at their office if it is in the same city.

The message also seems vague. Do you have quantifiable data to back up your claim that you actually did help people to drive traffic to their website? You should include it in your text.
 
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zander1983

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Thanks for all the replies. If I told ye how much time I've spent on this project (years), I'd be laughed out of the room. Its time for me to can this and move on to something new. If its this hard to make a sale, the product simply doesnt solve a big enough problem.
 

Andy Black

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Thanks for all the replies. If I told ye how much time I've spent on this project (years), I'd be laughed out of the room. Its time for me to can this and move on to something new. If its this hard to make a sale, the product simply doesnt solve a big enough problem.
Hard for us to advise.

I’m still curious what your LinkedIn profile and last three posts look like.

Can you post screenshots, maybe with your name blurred out if you prefer.
 

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