I am presenting a new product to HR Professionals, specifically the decision makers. How do I write an invitation to attract them to come and listen to my pitch?
I am inviting a group of HR decision makers in businesses to buy a tool to make their recruitment and selection easy and less cost to their businesses. I need help on how to write that invitation to attend and make sure they buy the product and pay for the registration. Any ideas, please help?
HR pros are notoriously hard to sell to but they are usually corporate soldiers. Free stuff works with them (food) so that is a start.
More importantly you need a compelling benefit to create intrigue so find some questions that would excite them or hit their pain nerve.
"How much time, money and resources do you spend on recruitment and hiring? What if you could (reduce/increase/improve) by (30% cost, 4 hours time, etc.). What would you do with the extra time/money/efficiency. Would it be worth 30 minutes of your time to preview an exciting new tool that promises those improvements and more? (You can also stress no obligation and even appeal to their feedback. As professionals they value their opinion of themselves and so ego to help or comment can also work_
Best thing we ever did with a client who was trying to tap into HR decision makers was take them for lunch. Not just a typical lunch but a luncheon with a good speaker, at a solid restaurant and with a terrific invitation that contained a little swag (a wine keychain). It sound expensive but it was not when you consider the overall cost of marketing for months. The key is that MOST HR professionals don't get invited to a lot of great lunches. When they received a personalized invitation to an event that was first rate, they came out in droves. Over 40 of the 50 professionals invited showed up all at one event and then saw that all sorts of other HR people were considering the client solution (based on their presence) and sales meetings were booked easily and it set the sales for the entire year.
1-Design dashy title with respect to your product and with respect to your audience.
2-define beauty of your product in the form of points.
3-Every point has catching vocabulary.
4-you must use pictography in explanation.
Invite then for a wine tasting and use your product to decide what wine they will choose...They will never forget your product...
I would say piggy back with someone who is drawing HR meetings that you dont compete with. use funnelmaker to build your approach.
Define precisely how it makes their recruitment easier and how much (%) they can realistically save without compromising the selection processes. Once you have the what, and by how much, all you have to consider is the where and when.
Always select the most prestigious venue your budget will allow. Make the event exclusive by inviting only the key HR managers you want to recruit first. If you can have a presentation from one of your initial users there is nothing more persuasive than a good case study.
Outline the problem your solution solves. Give them a teaser about the solution, preferably including some notion of what the real savings might be.
If you cannot outline the problem (their pain) you won't be able to get their attention.
Hi Nellie. I am interpreting you question to have three parts:
How do I write the invitation to get them to attend my presentation? The key here is to document for the invitees what they will gain by attending. Perhaps you pose some provocative questions: "Is filling your succession pipeline keeping you up at night?" "Are you interested in reducing your time from souring to hiring?" Whatever you state, it needs to clearly define a benefit to the HR exec for attending, and needs to truly represent your product.
How can I be sure they buy the product and pay for the registration? Their decision to buy will be based on what need or problem your solution offers. The first step is to make sure you understand their needs or problems, so you can effectively demonstrate how your solution resolves it for them. If you don't know what their needs or problems are, I suggest you find out prior to inviting them to hear about your product. If you can attract a group without doing this, I suggest you get some feedback as you start the session to make sure you are addressing their needs and concerns.
As for payment, if your product offers viable, relevant and reliable solutions to real problems, all you need to do is figure out how to accept payment - again, this is where researching your prospect/customer base will be important. And, be sure you have your "back of the house" business systems set up to take and process that first order.
Hope this helps, best of luck!
You must relate to them why coming to your invitation is going to make their Job much easier...Your invitation must outline the benefits of your tool...play up benefits and don't overwhelm the invitation with features...KISS keep it simple silly
I think the best way to attract anyone is to explain how others have used the tool and the savings that they have realized from using it.
The invitation has to address more than reduced cost and easy selection. Those are not power words of attraction. Try phrases such as reduction in total cost of ownership and efficiency improvements in the candidate selection process while increasing the output quality of the process.
Then give them summary examples of each.
Ask yourself if what you want to sell to them solves a real problem for them. A real problem is a problem that THEY agree on that it is a problem for them. The greater their (perceived) pain associated with the problem, the more interest you will get.
Answer 2 key questions:
Why REAL problem of theirs do you solve?
What is in it for them?
It's interesting that an insane amount of Mosaic Hub posts about sales and lead generation are from people doing everything BUT contacting prospects directly.
If EVERYONE is using email, mail and web resources, why not pick up the phone? Or go to an event, a watering hole where your buyers are hanging out (like the SHRM association in this instance)?
One of your first initiatives as a sales pro is to distinguish yourself from everyone else who sells.
Also, your question means you don't know what to do or how to do something. This means you're a distributor or someone getting a piece of the sale? Is there no leadership to decide how to charge, what to charge?
You have a lot more going on, beyond your simple question.
Be careful asking people to do something for you when you haven't done anything for them yet.
Offer them some thing interesting, educational, entertaining, etc. first and then ask them to listen to you.
Here's a video that explains how this can work - http://fast.wistia.net/embed/iframe/iql3ckx9cn?popover=true
Offer to feed them.
Lure the stomach and the head will follow.
Invitations to what: a in-person presentation or a webinar? You want these decision makers to pay for a registration to your presentation?
Aren't you kind of putting the cart before the horse and being a bit presumptuous? Are these decision makers at a point that they want to buy your solution? I doubt it.
Do they even know that your product even exists?
It comes down to (a) what is the pain points these decision makers and their companies are having and (b) how does your product alleviate or eliminate them.
You'll have to sell out what their costs are in dollars and cents — and time. And, how much money and time your product will save them. Furthermore, you're going to need case studies and testimonials to help tell your story and create trust.
1. Highlight the inadequacies of the present trend
2. the parameter and causes of those shortcomings
finally, how your tool can give the remedies.
While writing the invitation, please keep the enthusiasm intact so that professional reaches to the launch.
All the best.