“My name is Sophie Spaniel and I am the sales manager at ….”
“I’m writing to introduce myself to you. I am your event manager and will be …”
“Please let me introduce myself to you. I am your new account executive for…”
(Spoiler alert: This is going to be harsh.)
No one cares what your name is.
No one cares who you are or what you do until they know you care about them!
If they want to know your name, it’s there, in your signature line. But don’t count on them scrolling to it unless you give them a compelling reason to want to know your name.
It’s like the unsolicited phone caller who starts with their name (to humanize themselves, I guess) and when they actually say something of value, we say, “What was your name again?”
In email, always, always, always lead with something that is important to them. Your name isn’t it.
BONUS
So how can you engage a prospect right from the start?
Be real.
Use a touchpoint. Quickly and concisely explain why you have the “right” to be in their mailbox and interrupt their day.
Reference genuine events.
Begin with:
•Your name was given to me because…
•a mutual connection’s name (Sophie Spaniel suggested..)
•how they can benefit from your services (With your event just a few weeks away…)
•Based on my research, you…
•As the planner for XYX, you…
Do not begin with:
•fake rapport (How are you today?)
•a fake question (What do you think about the state of the meetings industry today?)
•an insulting question (What would it mean to you if you were able to close more business?)
•worn out, out-dated, self-centered foolish openings (I wanted to reach out; I don’t know how you feel about X but…)
•cheesy stuff (I saw your competitor in the news….)
Start with showing respect for them rather than announcing who you are. That’s how to build rapport and connection now.
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Power Sales Writing
The question is why? Why do people send such emails? Often times the sender is new to the company with a new territory. They are hoping to catch a prospect who just this week had a problem with their current vendor. Scatter shot marketing at its worst. Bring the value or don’t hit send.