In Chapter 20 of Fanatical Prospecting, Jeb Blount highlights one of today’s most effective but often underutilized prospecting channels: text messaging. While emails can go unread and phone calls can be screened, texts cut through the clutter with near-instant visibility. Yet, tapping into this powerful medium requires a delicate balance of brevity, relevance, and respect for your prospect’s boundaries.
High Open and Response Rates
Text messages are typically opened within minutes, far outpacing many other communication channels.
Personal Touch
Texting feels more direct and personable. When used correctly, it can foster a deeper sense of connection and urgency.
Speed and Convenience
Most people have their phones within arm’s reach. Texts allow for quick back-and-forth conversations without the formality of an email or the interruption of a phone call.
Appointment Reminders: A short, friendly reminder ensures fewer no-shows.
Follow-Ups: If a prospect has gone quiet, a text can nudge them back into the conversation.
Quick Updates: Meeting changes, location details, or a timely insight can all be shared via text.
Personal Touchpoints: A congratulatory note or a simple “Happy Holidays!” can strengthen relationships.
Be Brief
Texts should be concise. Aim for one or two sentences that quickly convey your message.
Use a Friendly Tone
While still maintaining professionalism, let your text be casual and approachable. Texting is inherently more informal than email.
Add Value
Each text should have a clear purpose—whether it’s to confirm an appointment, share an article, or offer a quick tip.
Include a Clear CTA
Guide the prospect toward a specific action. For example: “Does next Tuesday at 10 a.m. work for you?”
Respect Boundaries
Avoid texting too frequently, and be mindful of sending messages too early in the morning or late at night.
Overloading with Information: Texting isn’t the channel for lengthy updates or comprehensive pitches.
Being Too Formal: An overly stiff tone can feel out of place and may discourage a quick reply.
Overuse or Spamming: Bombarding prospects with frequent, unsolicited messages can quickly erode trust.
Examples of Effective Text Messages
Confirming an Appointment
“Hi [Name], confirming our meeting tomorrow at 3 PM. Excited to share some new insights on [topic]. Let me know if anything changes!”
Re-Engaging After No Response
“Hi [Name], following up on my last email—any chance we can connect this week to discuss [specific benefit]? Let me know what works for you!”
Sharing Value
“Hi [Name], I found an article about [topic] that might interest you. Let me know what you think!”
Challenge
A salesperson was losing touch with prospects after initial calls. Follow-up emails often went unanswered.
Solution
Outcome
Follow-up response rates increased by 40%, leading to better attendance at scheduled meetings and more opportunities moving forward.
Supplement, Don’t Replace
Text messaging should complement your existing prospecting strategy—calls, emails, and in-person meetings.
Short and Sweet
Brevity is the essence of effective texting. Provide immediate value and a clear next step.
Respect the Relationship
Maintain professionalism, avoid excessive contact, and always consider the prospect’s comfort level.
Text messaging offers a unique advantage in prospecting: it’s direct, immediate, and personal. When used thoughtfully—whether it’s a quick reminder, a touchpoint to reignite dialogue, or a valuable insight—texts can significantly enhance your outreach strategy. Just remember Blount’s key message: keep it short, relevant, and respectful. That way, your text won’t just be read—it’ll prompt action and strengthen your relationship with the prospect.
Ask Yourself
Have I incorporated text messaging into my follow-up routine?
Am I keeping messages short and valuable, or am I overloading prospects?
Do I have a clear call-to-action every time I reach out?
With these guidelines in place, you’ll be well on your way to transforming simple text messages into a powerful prospecting tool.
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