(Prospecting emails that land in my inbox are natural fodder for this blog.)
Imagine when I realized how turned off I was by a cold prospecting email where the seller wrote, “Please check my *Calendar App* for an available time” but NOT by the seller who wrote almost the identical (ever slightly more brain friendly) words, “Please choose a convenient time here [Calendar App link] to further discuss”.
A blinding flash of the obvious!
Where you are in the sales cycle makes all the difference in the success of your action request.
The first was a cold outreach email. The seller wanted to push me into a call/meeting.
The second was an email I received after requesting information. The seller created a frictionless next step, while the cold emailer – with the same messaging – actually created a negative, pushy feeling of friction.
That sales adage about “Earning the right to the next step” is still key. The cold emailer gave me no reason (other than telling me “in case you aren’t familiar, what we do is —”) to want to give up my precious time. The second response saved me time.
Top performing SDRs, AEs and other business development professionals ask for small, natural next steps.
If I don’t know you or your company and may not even know I need you (unconscious incompetent!), why should I take time to put on my make up and agree to a zoom? It’s just too big an ask.
So don’t ask for a meeting!
Instead, ask for interest.
Is this of interest?
Does this sound like something that might ….?
Would discussing ROI possibilities be of interest?
Is there an appetite for this type of…?
Would an exploratory conversation be of interest?
The words you choose impact your buyer’s behavior. Choose wisely!
Before you go—
The whirlwind is behind us and the future is bright! With two-thirds of buyers preferring remote interactions – digital and virtual – polishing your email selling skills is key to dramatically improving sales.
It’s time to stop sending email after email only to be ignored! You can write quick, strategic, smart messages that get results and drive sales!