Over the past several years, email has been one of the best prospecting tools I’ve used. However, the problem with most sales e-mails is that they all tend to resemble an advertisement.
If you want people to respond to your emails, you’ll need to personalize each message. Do away with generic form letters and never email a brochure or marketing piece to a cold prospect.
While there are numerous times you can use e-mail, there are four key points in the sales process where I use it most:
E-Mail Template #1
The first type of e-mail is an introductory message. Before contacting an executive, identify one or two other key executives who would influence him. Then, create a message that leverages these people and any high-level information you have about their initiatives.Example:
Hi John, I’m preparing to make an introductory call to Eric and Sue to discuss a few potential changes to your (recruiting process; sales process; payroll system, etc.). I’d like to ask for a few minutes to discuss this over the phone with you. What is your availability on (date and time) for a 3-5 minute call?
For other examples of introductory emails, download The Pre-Call Email Template
E-Mail Template #2
There’s another way to use e-mail to gain access to the right people. For example, after leaving two voice mail messages with an executive, I find that I need to humanize the approach with a more personalized e-mail.Example:
Hi Betty, I realize that (you’re very busy; you get a lot of calls; you have an existing relationship with another company). At this point, all I’m asking for is 2 minutes on the phone with you and I’ll earn the rest. If this sounds fair enough, please let me know the best way for us to connect. Thank you for your time.
E-Mail Template #3
After I’ve spoken to an executive or even had an initial meeting, it’s not uncommon for them to get distracted and fail to respond to my follow-up attempts. This happens to all of us, and the key is to drive the sale by leveraging other contacts (refer back to Template #1).Example:
Hi Joe, as a next step in the process, I thought I’d call Mary to brief her on our discussion and talk about some of the potential changes that would take place. However, I also want to respect your role in this project and invite you to call me if you think my call to Mary would be premature. Thanks again for your time.
E-Mail Template #4
Hopefully, you’ve moved the sale along and have closed it. However, if the prospect fails to respond after several attempts, I’ll send a “last attempt” email.Example:
Hi Sarah, I know we haven’t been able to connect, which usually means that either you’re too busy for us to talk, or it’s not the right timing. I want to respect your time, so I’m going to close your file. Otherwise, if you’d still like to talk, please call me asap. Thanks again.
One last thing: For the subject line in any e-mail, always use something that will spark their curiosity. You could use a co-worker’s name, such as “planning a call to Jane Doe” or something as simple as “Quick Question.”
