(By Michael Doyle) I get asked all the time if I have a tested template to use email to get appointments with prospects. I can assure you; I don’t have a magic answer. I do have some ideas, and suggestions that you can use:
1. Don’t claim to have researched me if you haven’t. I get emails ALL THE TIME from software developers who claimed to have learned all about me. They want to set up a meeting to understand my needs for code writers, software engineers and the like. You clearly have done no research on me if you think I need those services. I get five of these a day on some days. Don’t pretend to have researched someone’s business, actually research it before your email.
2. Personalize it. If you have done research, share something you think you know about me, my industry or the fit between your product and my needs. Otherwise, I won’t respond.
3. Use a great subject line. A great subject line is not click-bait, but something relatable to my business or industry. Try to capture my attention or build my curiosity about you. If I was emailing an HR or hiring manager to see if my media/digital products could help them, I would first know if they were looking for help (who isn’t) right now. Then I would use a success story to garner their attention in the subject line. “Learn how WXYZ Radio filled 4 openings for a Buffalo employer.”
4. Keep it short. The only thing you are selling in your email is the value of a meeting with you, not the final program. Long emails, in today’s world, do not get read. Consider bullet points or a numbered list.
5. Use success stories, referrals, or the names of your current customers. You need credibility to get the first discovery meeting. Your existing happy customers, their successes and your resume are great ways to build credibility early in the sales process.
6. Follow up. Call. Yes, on the telephone. If you get a gatekeeper, refer to the email, “I’m following up on some email communication I had with Sarah, is she available?” If you get the prospect or their voice mail, use the subject line and refer to the email, “Sarah, I’m following up on the success story I sent you regarding the four open positions we filled for XYZ corporation, and how we might be able to help you.” Follow up in an email referring to the first email too.
7. Test and learn. Test your own approaches. What works for different types of prospects in your world? Don’t be afraid to stand out.
Getting an initial meeting with a prospect is harder than ever. There is no magic template that works. Email can be a powerful tool, if you use it to differentiate yourself, and build credibility with a prospect. Pretending to know them, to have researched them or sending them a generic email just shows you don’t really care about their business.
If you want to learn more about the how the Sales MD can help make your sales team more productive, let’s talk.
For nearly 40 years, Michael Doyle, The Sales MD, has been hiring, training and developing sellers and sales managers around the United States. The success of your business is tied to the success of your sales team. Contact The Sales MD at: [email protected] .
