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Earlier this year I came up with a simple framework for starting sales conversations, which we’ve used successfully as part of our target account prospecting initiatives. I thought I’d share and as always, comments and refinements are appreciated.

3 R’s for Starting Sales Conversations

1) Relationship (You know someone)
– They can book a meeting or make an intro for you
– You can name drop, use the relationship to get the attention of the person you want to get to

2) Recency (Recent Activity/Interaction)
-You met them (or someone from their org) at a tradeshow/event, or they were at least there

3) Relevance (Real Intelligence)
– You know they have a project
– There was recently something relevant in news that can be referenced
– There is something relevant in their LinkedIn profile that can be referenced