How to Write Good Sales Prospecting and Cold Emails
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Transcript of How to Write Good Sales Prospecting and Cold Emails
How to Write Good Sales Prospecting Emails (Cold Emails)
Michael HalperFounder and CEO
SalesScripter
Goal for the email: Get the prospect to reply
Prevent the instant delete
Secondary goal: Get the prospect to reply
Educate the prospect
Understand the Prospect
• Prospects are extremely busy
• Get a lot of emails from salespeople
• Likely not in buying mode
• Delete many messages without reading (Instant
Delete)
Use Brevity
TIP #1
Can Help With
• Prospects are extremely busy
• Get a lot of emails from salespeople
• Delete many messages without reading (Instant Delete)
Try to avoid sounding like a salesperson that is trying to sell something.
TIP #2 Can Help With
• Get a lot of emails from salespeople
• Likely not in buying mode
• Delete many messages without reading
Give a One-to-One Impression
TIP #3
Can Help With
• Get a lot of emails from salespeople
• Delete many messages without reading (Instant Delete)
Don’t Sell the Product, Sell the Meeting
Stage GoalsInitial Contact
Cold CallInbound CallEmailEvent
2 to 5 minutes80% on prospect20% on you
Appointment
Phone CallFace-to-FaceDiscovery
20 to 30 minutes50% on prospect50% on you
Presentation
DiscoveryPresentationDemonstration
1 to 2 hours20% on prospect80% on you
Pre-QualifyGather high-level informationBuild interest in having conversationSchedule the Appointment
TIP #4
Can Help With
• Likely not in buying mode
Plan on Sending Multiple Emails
TIP #5
Can Help With
• Prospects are extremely busy
• Get a lot of emails from salespeople
• Delete many messages without reading (Instant Delete)
Educate the Prospect
TIP #6
Can Help With
• Gets a lot of emails from salespeople
• Likely not in buying mode
• Delete many messages without reading
Some Examples of Not So Great Emails
Thanks for connecting. A lot of new things are going on with my company and I would like to share them with you in the near future.
We help business owners acquire financial freedom in their business through coaching, training and personal development. I welcome the opportunity to work with you.
Hi Michael,XXX specializes in accounting and financial services at affordable rates.
We have experienced CPAs, and staff to handle all your bookkeeping, financial and tax needs.
We offer per hour as well as dedicated outsource staff at a lower payroll cost then any in-house staff.
Take advantage of our current 30% off any service, ends July 30, Book keeping rates start at $15/hr(after discount).Free trial, if you are not satisfied after 10hours of work, then you don't pay.Call us at XXXXXXXXXX
Hey,
I would like to introduce myself as a part of XXXX - A leader in data driven marketing solutions. If you're looking to acquire new customers or launch a new product or expanding your target market, you can gain access to all relevant databases from our repository of more than 32 million datasets worldwide.
Do, let me know a good time to connect over the Phone and Email to discuss further strategies for your business.
We also provide Integrated Marketing Solutions like:SEO (Search Engine Optimization)Digital MarketingEmail MarketingWeb DevelopmentEmail AppendingData Provisioning360 Degree ProfilingEmail Verification & validationMultichannel Prospect ListsHTML Design/Creative ServicesMarket ResearchEvent Marketing ServicesCRMSales Lead
I hope everything is going great and thank you for connecting with me! I wanted to reach out and ask how you are handling your payroll and HR for your company? I am sure you have everything taken care of, but if there is any opportunity for myself and XXXXXX to earn your business, I would love to talk with you about what myself and XXXXXXX has to offer a business your size.
I can be reached at XXXXXXXXX or XXXXXXXXX. What is the best way to reach you? I look forward to hearing from you!
Hi Michael ,
On behalf of my team at XXXXXXXX, it would be a pleasure if you would allow us to help you expand the reach of your business through multi-channel marketing such as;
- Appointment Setting- Telemarketing / Voice Campaign- Email and Social Media Marketing- Database Services with some value-added services.
If you would like to know more about our services, as well as pricing and how our services work, drop us a message with your number to reach you best or book an appointment online;
Hey Michael, I hope you’re doing well today. I’ll keep this short and to the point: we recently launched [product name] after three years of development. It's a total game changer. Basically, [product name] uses [product explanation]. It's a self-service platform unlike anything you may have seen. The kicker is that our service is inexpensive and fast. Do you have time this week for a quick call or demo to discuss how we could help you?or can you tell me who I should speak with? Best,[contact name]
Ben
efits
Why do we do this?
Prod
uct
Com
pany
Feat
ures
Func
tiona
lity
What we say when talking with prospects
Very inward focused – me, my product, my company
• Foundation of knowledge• Focus of training• Wealth of experience• Where we have interest• What leads to us getting
paid
• Introductions• Cold calls• Emails• Networking• Company website• Social media• Presentations
It is what we are trained to do
Building Your Email Messages
Inte
rest
An Alternative ApproachVa
lue
Pain
Qua
lify
Cre
dibi
lity
Obj
ectio
ns
Prospect Focused
What we say when talking with prospects
• Get outside your comfort zone
• Identify how you help • Focus on the problems
that you solve
• Introductions• Cold calls• Emails• Networking• Company website• Social media• Presentations
Email Topics
• The benefits that you offer
• The problems that you resolve
• Client example
• The objections you receive
• The questions you need to ask
• Product and company info
Email Subject Lines
• A benefit point that you offer
• A pain point
• A client improvement
• An objections you receive
• A question you need to ask
• Product and company info
How
How
Using an Email Thread
Value Message
Email #1
Pain Message
Email #2
Delay (1 or 2 weeks)
Name Drop Message
Email #3
Delay (1 or 2 weeks)
Qualify Message
Email #4
Delay (1 or 2 weeks)
Product Message
Email #5
Delay (1 or 2 weeks)
Last Attempt Message
Email #6
Delay (1 or 2 weeks)
SMART Sales System
SMART
ales
essaging
nd
esponse
actics
SMART Sales System
Sales Methodology Software Platform Professional Services
SMART Sales System
Sales Methodology Software Platform Professional Services
SMART Sales System
Sales Methodology Software Platform Professional Services
Sales Training
• Recorded Training Videos
• Live Sales Training (virtual)
• Live Sales Training (in-person)
• Custom Sales Training
SMART Sales System
Sales Methodology Software Platform Professional Services
• Sales Pitch Builder
• Library of Scripts and Templates
• CRM Functionality
• Email Automation
SMART Sales System
Sales Methodology Software Platform Professional Services
Sales Consulting
• Sales Pitch Development
• Sales Process Mapping
• Script Assessment
Sales Coaching
• One-on-One Sales Coaching
• Weekly coaching
• Coaching Hour Blocks
• By creating clarity for what to say and do, we will help you (your salespeople) to be SMART.
• By asking good questions, you will appear SMART.
• By appearing SMART, you will be able to make a better impression with the prospects you talk
to.
• Having more information will make you SMART and this will help you to make better decisions
regarding what you do with your time and the prospects your pursue.
• By making SMART decisions, you will be more able to use your time wiser and get the most out
each day and week.
• By being SMART, you will position yourself to sell more and your job will be easier and less
stressful.
SMART Sales System
SMART Sales System
Pricing
• Software - $49 per user per month (40% discount for annual subscription)
• Sales Training – No cost on YouTube
• Scripter Walk-Through (2 hour engagement to create your pitch) - $200
For $249, you will get a full library of sales scripts, emails, and tools
