We’ve all seen it. The page-and-a-half “prospecting” email sent to the prospective client or old client with “Checking in” or “Following up” as the subject line. The email itself contains way too much information, which can be confusing all at once.
It’s filled with phrases like “you will really like this because…” and “this will benefit you by…” which turn people off, especially if they’re dominant people who like to make their own decisions rather than being told what to do. It contains several attachments with information that nobody really cares about, and ends with a very wishy-washy request like “let me know when you would like to talk or meet.”
Salespeople all over the country disqualify themselves quickly by providing way too much information in prospecting emails (selling over email itself is a big issue, also). Many sales reps today are prospecting more and more over email, and many of the reasons are obvious. It is easier and less threatening to just send an email instead of making the dreaded cold call or asking for a referral. Many reps justify it by saying that it’s hard to get ahold of people, which depending on the industry or company could be true but most of the time, it’s not.
Next time you plan to send a sales email, keep 4 things in mind:
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Different subject line: The more you interrupt people’s patterns, the less likely it is that you will be treated like everyone else. The subject line is the first thing they’ll see, so make sure you’re starting out on the right foot. Stop using “checking in” and “following up,” because you immediately look and sound like everyone else and will get treated like everyone else. Stand out instead.
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Know your audience: If you are selling to engineers, avoid smiley faces, exclamation points and asking how they are doing today. People are different, so adapt to them. Communicate on the prospect’s level.
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Tell what you solve, not how: If you are going to talk about your company, share what gaps you help people fill, not how what you do (provide inventory software) or how you do it (we will implement system to count certain metrics). Your software or how you implement it is completely irrelevant if they don’t have the problem that your software solves. You will quickly disqualify yourself because your prospective client may just think “I already have software,” even though they are experiencing an issue that you can help resolve.
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Go for the appointment only: Too many times reps try to actually sell their product or service over email. Don’t do that. Share enough compelling reasons to buy to get them to want to schedule a time to talk further. You have to plainly ask to talk further and avoid the statement question. Don’t say “if this is something that is of interest to you…” ask “is this important enough to have a short 15 minute conversation?”
Communicating over email doesn’t need to be complicated. Shorten up your messages and apply these four things. Your sales team will generate more actual conversations, and help more people in the long run.
