Unlock Guaranteed Growth and Unique Hospitality Opportunities with This Email Strategy
By Daniel Zolinski | October 9, 2023
I don’t think people understand how difficult it can be being a hospitality professional or entrepreneur. There are lots of ups and downs, twists and turns, and unexpected happenings that place us in difficult situations. Unfortunately, it can lead to unhappy guests and customers that eliminate repeat business, or a negative mentality that creates self-doubt, making it almost impossible to continue forward. Situations like these are occasionally out of our control. So, how do we acquire more business and deal flows that lead to greater opportunities? There is a particular method that I want to dive deeper into with you that can lead to guaranteed growth and unique opportunities: Cold Outreach Strategy.
After I launched my business, I acquired my first few clients in a matter of 8 months. Quicker than some, longer than others, but everyone progresses at different paces. I had steady success and income, but I wanted to try new methods if I’d find a better system. Here’s what I tried: Cold Email Outreach. It may seem outdated, but trust me, it’s not. Here’s why:
#1 – Find “groups” of your ideal clients
One of the biggest challenges people face with cold email is that they either cast too wide a net or target too narrowly. You don’t just want to blast sporadically. Make sure you are targeting people:
- You can help
- Who would also be interested in your products, services, or establishment.
On the flip side, you don’t want to go through online profiles of every single person you come across. Otherwise, you’ll waste a bunch of time on people who aren’t relevant. That’s why I recommend finding “pre-made lists.” Look for:
- Events they would attend
- Organizations they would join
- Online business pages, social media pages or groups they would follow or join.
#2 – Uncover their contact details
After you have your “hit list” of people you’d like to contact, it’s now time to uncover their contact details. A great place to start is LinkedIn. Typically, their emails are provided in their contact information. You can also find emails on the businesses’ website. These are amazing, FREE ways to talk to the exact people you want.
#3 – Nail your outreach
Once you have the contact information, it’s time to craft your outreach message. Remember, you are showing up unexpectedly in someone’s inbox, so it’s important to take time and customize your message whenever possible. It’s no different than making conversation with someone in person. Don’t be super professional, ask questions, and understand their situation better so you can best provide for them.
#4 – Do the work
Here’s the thing with cold outreach…It’s a numbers game. Here are some quick statistics for you:
- It takes, on average, 8 touch points before a sale.
- The average conversion of cold calls is 2%.
You could easily look at that and be intimidated, or think it’s not worth it, but I look at it as a cheat code for success. Very few people are willing to put in the work and that’s why I know I’ll win. If you are still reading, I know you will win too. In the words of a much more successful entrepreneur than myself, Alex Hormozi, “Most people have a dramatic underestimation of how much volume it takes to be successful.”
There you have it. A simple, free way to find guaranteed success and unexpected opportunities in the hospitality industry. Most aren’t willing to put in the extra work, but I know you are. Take a shot at it and send me an email at danielzolinski@smarterthought.com. You just may pique my curiosity.
