Do you remember when you started in sales? Were you given a “reader file” to copy or an on-boarding manual with sample emails to cut and paste?
Maybe you only received product training and lists of features to push. The best product wins, right? (Hahahaha)
I’ve been thinking a lot about this because of the boatload of email sales training webinars I’ve been presenting to SDRs, their leaders, and other business development specialists. Typically their email goal is to book a meeting/demo. When no meeting is booked, they “fail.” (Not true of course if they started a relationship, got a referral or authentic timeline for possible purchase.)
Whether you’re starting out, feeling a bit rusty or would just like to build new skills to further your success, here are three of the most common mistakes business development specialists make and how to remedy them to immediately boost your sales:
Selling isn’t baseball.
Don’t count on pitching your product to pique interest. No offense, but no one cares about your remarkable product or product knowledge, until they understand that you care about their success. Cliché? Yup. If it’s such a cliché though, you’d think feature dumping would be obsolete.
The point of a prospecting email is to get people excited to buy tickets to the game for a night of enjoyment. Talking about why the players stand where on the field isn’t going to do it.
Besides, how can you even be certain which pitch to use until you know my batting stats (okay, analogy carried too far but you get it).
Authenticity is king and queen.
If you start your emails inauthentically, delete is their easy answer.
You have a right to interrupt their day because you can save the day for them!
Why is your touchpoint? How do you know them? Was it research you did on LinkedIn? A review of their website? Follow-up of a download they requested? Begin with your authentic touchpoint or prompt because it sets the tone for the rest of your email. A lack of authenticity translates, in your prospects’ minds, to a lack of integrity, zero likeability and no next step.
Amp up the positivity.
I don’t know who you’re comparing us to, but the information is wrong.
Some of our more forward thinking partners even do ….
SDRs and other junior sales people are new so I will be gentle here. <Breathe>
“You’ve got to ac-cent-tchu-ate the positive
Eliminate the negative
Latch on to the affirmative”
Which brings me to THANK YOU.
Thank you so much for your kind words, support and care as you responded to my message about my mother. She and my dad always reminded us to, as Bing Crosby, Bette Midler and Johnny Mercer sang, “Accentuate the positive.” Do it for my mom, okay?!
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!