Ask anyone – especially any sales training company or LinkedIn maven – how to start a prospecting email and you’ll get a hundred different answers.
Some work depending on what you’re selling and the people to whom you sell.
Some no longer work no matter how reputable the sales training company once was.
Some work most of the time.
This process works most of the time because it’s:
Pretty simple really.
#1. Don’t lie.
Yes, if you have a referral (even in general), use it. But don’t pretend “Mike from Revenue” suggested I contact you when this is totally bogus. I just can’t understand why any sales person (or their leaders) would think that a prospect would trust whatever you’re selling if you can only begin by being disingenuous.
“How are you?” is another loser opener. Not exactly a lie, but really, do you care about the answer? And do you expect them to answer your question?
Liar, liar, pants on fire and watch sales sizzle out.
#2. Build a bridge and get over yourself.
Your prospects – people who have not shown any interest lately, or ever – don’t care about your personal story yet. They don’t need to know your name or why you’re writing (yet). The outstanding news is if you’ve been starting with, “Hi, My name is and I’m writing because we—“, your sales have only one direction to go – up, up, up!
#3. Write to them.
Scale is important. But making the sale, even more so.
Only you can decide which works best for you and your quota: the spray and pray method or taking 60 seconds on a website to learn about their company initiatives. (Which type of message do you respond to?)
Instead of beginning with anything fake, start with an authentic touchpoint. Quickly answer their question, “Why is this person interrupting my day with this email, and why should I care?”
Based on a review of your website,
Based on my research of XYZ,
Your name was given to me because…
It’s time to eliminate the insincere rapport building and transform your emails into awesome success-driven sales tools!
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!