72. The Google Doc Method
Tackle objections, build authority and get prospects excited about jumping on a call.
This method generated 11 opportunities in 2 months.
They resulted in 3 scheduled calls and 2 new clients.
It helped me:
Tackle objections
Build authority
Prequalify prospects and
Show my expertise
Not bad for a simple Google Doc.
In today’s email:
The Google Doc Method
Creating your Google Doc
Tracking your results
THE BIG IDEA
I was introduced to the Google Docs Method by Leevi Eerola.
I was looking for new ways to approach prospects for The Growth Lab.
This method is simple and effective.
After spending a few hours writing my own Google Doc, it produced these results:
The Google Doc Method
The technique has two parts:
Cold outbound; and
The Google Doc
Cold outbound
Regardless of whether you use this method on LinkedIn or over email, the key is your CTA (Call to Action). You need to ask for permission to send the Google Doc.
I only used this method on LinkedIn. Keep the messages short and casual. You can test different scripts to see what works. Remember to ask permission to send the Google Doc as your CTA.
Here is a version of the LinkedIn script that I ran.
The messaging is OK. It
identifies a challenge/pain point - Outbound prospecting;
proposes a solution - Sales Development System; and
asks for permission - Can I share a Google Doc?
I loaded the sequence and a list of profiles into my LinkedIn automation software (Dux-Soup) and pressed send.
You can tailor your messaging to use this method over email as well. The key is the Google Doc CTA.
The Google Doc
A Google Doc is a sales letter.
A well-packaged, persuasively written case study.
This is the Google Doc I created for The Growth Lab. It took me about 10 hours to write.
Creating your Google Doc
To create your Google Doc, use the following structure:
A subtle hook - for example: “How {client} got {result} in {timeframe} using {unique mechanism}” or “{unique mechanism} in {niche}”
Future pacing – what will the prospect gain from reading your Google Doc? Include a list of benefits of using your service or highlight the benefit(s) your case study subject received from working with you.
Case studies – show that your service offer delivers results for clients. Include social proof early in the document - a testimonial, review or quote from a case study.
The Problem – explain your client’s problem in-depth and why they couldn’t deal with it before working with you/your business. Your prospect will most likely deal with the same problem.
Your Solution – explain how your service offer tackled the problem step-by-step.
Outline why your business is better qualified than the competition to deliver those results.More social proof – how the same exact solution has worked on other clients in a different market. “
This process works in {niche} regardless of the offer. We used the same process on company XYZ and YZX to get them {result}...”Recap – quickly recap the steps on how your solution can help your prospect solve their pain point
FAQ Section – tackle objections in advance.
This is where your domain knowledge comes into play. Consider common objections you hear when speaking to clients and explain how you overcome them.Call-To-Action – book a free trial/consultation call.
You can hide the CTA in the FAQ section. You can ask a question like: “Can I work with you?” or “How much do you charge to implement {unique mechanism}?” And then pitch them on a call. What we offered was a “Free consultation call”.
Tracking your outreach
Google Doc ready, now you need release it out into the world.
To do this effectively, you want to know how many opportunities/booked appointments the method generates.
This Google Sheet will help.
Test different LinkedIn message sequences to find one that works (use these templates as a guide to get you started).
Tweak and update the Google Doc as you gather more feedback. This is the 4th version of the original Google Doc I created.
Health Warning: This approach may not work for your target market.
I used it to contact cleaning business owners. I’ve yet to try it in the construction, property management, or wider FM space.
Regardless, the Google Doc Method is another tool for finding your next business opportunity.
Grab this Google Doc for an overview of the method and the resources mentioned in this post.
Why not try it?
Thanks for reading!
Matt @ The Growth Lab
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