With states lifting mandates and covid fears evaporating, it seems everyone is looking to get back to normal precovid activities. One of those activities, skiing. The ski industry has blown up since covid first hit, last year visitors claimed by almost eight Million. My Question. Can independent mountains keep up?
It’s a tough question to answer. Instead of an answer though. Let me offer a solution. OnlySky.
OnlySky is the answer to whether independent ski areas will be able to react to ever-growing demand. OnlySky offers an all-in-one ecommerce/POS system, allowing for the integration of the whole area’s systems—like lift tickets, instruction, and rental gear. They have also put focus on ski schools, offering a seamless experience for instructors, managers, and the students themselves.
OnlySky offers a solution to chaos—but only if they can get their product name out there. That’s why I built a leads list and email sequence that will help OnlySky build a stronger presence in the ski industry.
Building the Leads list
To build the leads list, I targeted smaller ski areas that were independent and offered ski school opportunities. Starting with a targeted Google search, I found several companies that fit this bill. I used Linkedin to verify business leaders and Hunter.io to ensure they had correct contact information. Check out this video on how I made the list.
Creating an email sequence
After building the leads list, I used Mailchimp to build my email sequence. Mailchimp offers the ability to quickly build and automate email sequences.
Sending out that first email could be done in many different ways. I started with a catchy subject line
Email sequence #1
Subject Line: They told us it was impossible
Hi [prospect name],
I’ll keep this short and sweet to make the 26 seconds it takes to read this worth your time (yes, I timed it.)
As a sales rep at OnlySky, I get to speak with people like you about the perfect solution to any back-of-office tools, ecommerce, or POS problems you could have. Greek Peak is on my radar because we want to work with independent mountains like yourselves to help keep costs down so you can focus on creating magical experiences.
Could we schedule a 15–minute call to discuss your strategy for ecommerce/POS? Even if you decide not to continue the conversation after our call, you’ll leave with some advice for your ecommerce/POS operations that will make an immediate impact.
Best,
Richard Kreuser
Email sequence #2
Subject Line: Ready to take your business to the next level?
Hello [person’s name],
Following up on my last email, hoping that the final stretch of the season is booming and operating smoothly.
OnlySky offers tools for the ski industry that include the following:
- waiver management, to ease the process of liability waivers.
- payroll, easy track and set payroll and add tools like pay by lesson type, add bonus at guest requests or even add tasks like lesson prep.
- ticket printing, easy print customers tickets from the same system plus easy customize your tickets how you want.
I’d be happy to give you a full demo of the tools so you can see how OnlySky’s solutions will help maximize the potential for growth at Greek Peak.
What do you think?
Richard Kreuser
Email sequence #3
Subject Line: Help me help you
Hi [prospect name],
Checking back in about my last email, as they have a tendency to slip through the cracks. At the very least, I wanted to provide you with the top resources that your peers at in the ski industry found helpful:
Would it be helpful if we scheduled 15 minutes to discuss how we may align with [prospect company’s] strategy? Just book some time on my calendar here:
[Meetings link]
Richard Kreuser
Email sequence #4
Subject Line: Thank you for your time
[prospect name],
Looks like we might not be meant for each other. But I still wanted to reach out to you one last time. I have a few suggestions on how Green Peak can accomplish higher ski school traffic and overall ease through all operations systems. If I don’t hear back, I’ll assume that the timing isn’t right.
In the meantime, here are two resources I thought you might find valuable so you can see where the ski industry is headed and how it could help your business.
Best,
Richard Kreuser
Takeaways
Looking back on the sequence, our first emails will introduce ourselves, our company and the product offered, in a way that is quick and grabs the attention of the prospect. This is followed up by a second email reaching out with more information about how the product and company can help offer solutions. Following up again, making sure the tone is not demanding letting the prospect know you understand life can be hectic and that you’re always available to talk on their time. Finally, after no responses send a final email conveying that this may not be the time while leaving them with information to learn more and reach out if they choose to do so.
Richard Kreuser: This is Me 