Overview
I created this for the sales team and our lead gen vendors to help outline some common devices that are helpful to use when doing lead outreach.
Language & Messaging
Be human – keep it conversational and real
Use a conversational and collaborative tone Conceptual example: “Have you heard of Boon?” — similar to casually asking someone if they've checked out the latest movie or discovered a new band. Be helpful – don’t sell them, show sincere interest in helping solve their problems
Don’t tell them how to do their job — advice can sometimes be perceived as criticism — be mindful of how tips and suggestions are phrased
Engagement Mechanisms
Compliment & show interest
Show interest and appreciation in their opinion by asking for their input. “I've been researching industry trends in [topic - example: employee referral programs] and would love to hear your perspective on how they are evolving.” Compliment their experience, work history, profile, team, recruitment process, company, etc. then highlight how Boon supports and aligns with the value you’ve complimented. “It’s always amazing to see companies that prioritize [value or attribute]. I’d love to explore how we might support…” Open the conversation by asking authentic questions. Social proof & FOMO
“Boon works with leading [industry segment] companies to…” “Boon specializes in [value prop(s)] for leading [industry segment] employers like [Company name] “Working with leading employers such as Turing, Red Bull, and [other premium logos and/or industry relevant names] to [value prop(s)]” Offer to make introductions The more authentic and genuine the offer is, the more effective it will be. Tailored message
Prioritize selling points based on common industry pain points and goals Humor & Playfullness
Being funny and likable (but professional) can go a long way toward lowering people’s guard.
Targeted Questions
These questions are designed to better understand customers' needs, make them more aware of their needs, and often uncover needs they hadn’t realized. Many people haven't thought deeply about referral hiring, so they often don't see certain issues as problems because they've accepted them as the norm.
Asking these targeted questions effectively helps customers discover their needs, allowing them to feel ownership over these insights instead of being directly told.
What product or tool are you using now? What is the current referral process like? Do they have to log in to access it? How do you promote your referral program and notify staff about new job openings? How do you update staff about the status of their referrals? Do you offer rewards for referrals? How are you tracking and issuing the payments for these rewards? Are you able to easily track the performance of your referral program? What percentage of hires came from referrals last year? 
Copy Development Guide