Cobra Kai punched well above its weight in terms of audience reach.
Following on from the classic 80’s movie ‘The Karate Kid’ it brings us up to date with Johnny Lawrence and Daniel LaRusso, 35-odd years after that iconic crane kick decided the All Valley Karate Tournament cup.
And what, you ask, has this to do with prospecting?
Well, the TV series is a classic case of the follow up being just as powerful – if not more so – than the original.
And exactly the same is true of chaser mails.
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Strike First. Strike Hard. No Mercy.
The core philosophy of Cobra Kai also has a lot to teach us.
This mantra has a lot to remind us when we wonder if it is ‘obtrusive’ to send chaser emails as a follow up to our initial prospecting outreach.
No Mercy – overcome your qualms and send out those chaser mails because without them you are slashing your chances of success.
And we’re about to show you just how powerful they are.
Strike Fast. Strike Hard.
Before (crane) kicking off with chasers, let’s take a quick look at inbound leads.
Because even here the Cobra Kai philosophy kicks ass.
Compare its ‘Strike First. Strike Hard’ ethos to the – more nuanced, but essentially the same – conclusion that the Harvard Business Review came to.
In its famous study, it found that companies who follow-up on enquiries from leads – or expressions of interest from leads – within an hour are seven times more likely to see the progress down that sales cycle.
Be aware, however, that this first, fast, hard strike may not be the knock-out blow.
Let’s reveal exactly how many responses you are losing if you are not following up.
(Warning – this may hurt).
It’s okay – we’ve done the maths for you.
Follow up emails generate 77% of the total responses to a prospecting email sequence.
Strike first. Follow up quickly.
We’re often asked about how soon a chaser should be sent.
The scientific answer is: sooner than you think.
Emails, like fresh milk, have a pretty short use-by date.
In fact, 91% of emails are opened on the same day they are sent and roughly the same proportion of replies are sent on the same day.
Which means, if you haven’t heard back within a day, you are highly unlikely to ever get a reply.
In a perfect world, leaving five working days between each mail gives your prospect a breather, but not enough time to wholly forget you.
Unfortunately, this would mean scheduling each send to go out on the same day – making any attempt at appearing spontaneous impossible.
Try a gap of four, six, seven, or eight working days. Maybe factoring in considerations of your own workload into the mix – after all, you need enough time to strike as hard as possible in following up on your leads.
When it comes to prospecting Cobra Kai has much to teach us.
Particularly with regards to the importance of the follow up.
We’ll leave the last word to Johnny:
‘I may not always win, but I never quit a fight.’ Johnny Lawrence