Have you ever met someone, given each other your names, and promptly forgot their name? (Of course you have!)
It’s embarrassing when they turn out to be interesting because knowing their name at that point becomes important.
The same thing – more or less – happens in email.
Too many sales development reps and other professionals begin introductory prospecting emails with, “I’m writing to introduce myself. My name is Poodle Goldberg and I’m a Sales Manager at <Insert company name here.>
Your reader does not yet care who you are!
They’ll care when you become interesting; when you focus on what matters to them. They’ll care when they know you have their best interests at heart.
Worse, starting an email with your name, title and desire is a waste of highly valuable email real estate. It’s those words that help determine if they’ll read the rest of your email. And they practically scream “sales pitch!” (This is like wasting the opening narrative portion of a proposal by thanking them for their consideration. A waste of good space.)
More, it’s 2022! Everyone knows they can scroll to your signature line to learn more about you and your name is likely in your email address (which they have already seen).
So why do so many professionals begin with an introduction?
Insecurity. They feel like they have to establish their authority by presenting their credentials.
You already have authority. By virtue of being employed by your company, you are granted credibility. But you can quickly lose that authority by focusing on yourself and your company instead of your recipient’s success and happiness. The key reason prospecting email doesn’t engage is because it’s about you and not them. (You may think you’re writing about them but pull up your last email. How much of it focused on what you want or need? How much connected dots back to their outcomes and needs?)
Begin with an authentic statement that makes them the hero. Give them a reason to be excited/delighted/feeling smart taking a next step with you. Pique their interest!
Engage your prospects with emails that are relevant and personalized and watch your success grow.
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!