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Chapter 18 - Email Prospecting

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Chapter 18 - Email Prospecting

  1. 1. Chapter 18 – Email Prospecting
  2. 2. Email Dos and Don’ts Building Your Email Messages Sending Emails
  3. 3. Create Email Templates Cold email templates Cold call follow-up email templates Voicemail follow-up email templates Meeting follow-up email templates
  4. 4. • Get the prospect to read the email • Get the prospect to reply • Get the prospect to buy the product • Minimizing how quickly the prospect deletes the email (Instant delete) Our Natural Instinct Another Option Complicated and Difficult Straightforward and Easier
  5. 5. Don’t motivate the instant delete
  6. 6. Understand the Prospect Prospects are extremely busy Get a lot of emails from salespeople Humans care about their own stuff Likely not in buying mode Delete many messages without reading (Instant Delete)
  7. 7. Use Brevity
  8. 8. Don’t Sound Like a Salesperson
  9. 9. Make it All About the Prospect Don’t Make it All About You
  10. 10. Don’t Look Like a Mass Email
  11. 11. Initial Contact Meeting Presentation Don’t Sell the Product, Sell the Meeting
  12. 12. Use a Multi-Touch Approach
  13. 13. Educate the Prospect
  14. 14. Don’t Be Apologetic I am sorry to bother you. I know you are busy. I won’t take too much of your time.
  15. 15. Don’t question the status of previously sent emails Did you see my last email? Did you read my last email? You never replied to my last email. I never heard back from you on my last email.
  16. 16. Hi Michael, Did you ever receive my email about the candidates we have? If you’re not interested in finding candidates, then ignore this message and I will never reach out to you again. But if you’re currently looking for candidates, or will be in the future, we would love to help :) Please let me know, thanks! With gratitude and positivity, XXX XXX President, XXX Recruiting
  17. 17. Hi Michael, I just wanted to see if you caught my last message? I know they can slip through the cracks Looking forward to your response. Best, XXX XXX Founder & CEO | XXX
  18. 18. Hey Michael, Just wanted to touch base since I didn’t hear back from you. Did you get a chance to take a look at my XXXX? Would love to know your feedback. Cheers, XXX XXX Communication Specialist | XXX
  19. 19. Hi Michael, I have reached out to you the last few weeks with no reply. Respectfully, I am trying to understand your outbound sales process. If you are not interested, or there is someone else I should be speaking with...I would appreciate you letting me know. I certainly don’t want to be of any annoyance. Best, XXX XXX XXXXXX
  20. 20. Email Dos and Don’ts Building Your Email Messages Sending Emails
  21. 21. Product Selling Company Product Features Pricing Goal: Closing sale
  22. 22. Hi Michael, I am with Websites Redesigned 4 You and we provide: • Website redesign • Digital marketing • Pay-Per-Click advertising • Search engine optimization Are you looking to redesign your website? Let me know when you are available for a 20 to 30-minute meeting where we can discuss how our services. Best Regards, XXX XXX XXXXXX
  23. 23. Product Selling Consultative Selling Company Product Features Pricing Goal: Closing sale Benefits (Value) Common Problems (Pain Points) Questions Probing for Problems (Pain Questions) Customer Examples (Name Drop) Features, Differentiation, ROI, Bragging Points, etc. (Product / Company) Goal: Starting conversation (close for next step)
  24. 24. Email Topics Benefits (Value) Common Problems (Pain) Questions Probing for Problems (Pain Questions) Customer Examples (Name Drop) Differentiation (Product) ROI (Product) Impressive Company Facts
  25. 25. Email Subject Lines Benefits (Value) Common Problems (Pain) Questions Probing for Problems (Pain Questions) Customer Examples (Name Drop) Differentiation (Product) ROI (Product) Impressive Company Facts
  26. 26. Cold Email – Value PointsSubject Line: [Value Point] Hello [Contact First Name], The reason for the email is that we help [Target Buyer Type] to: • Value Point 1 • Value Point 2 • Value Point 3 I don't know if you want to improve those areas and that is why I am reaching out. Are you available for a brief 15 to 20-minute meeting where I can share some examples of how we have helped other [Target Buyer Type] to [Value Point]? Best Regards, [Email Signature]
  27. 27. Cold Email – Pain PointsSubject Line: [Pain Point] Hello [Contact First Name], The reason for the email is that we help [Target Buyer Type] with the challenges of: • Pain Point 1 • Pain Point 2 • Pain Point 3 I don't know if you are concerned about any of those areas and that is why I am reaching out. Are you available for a brief 15 to 20-minute meeting where I can share some examples of how we have helped other [Target Buyer Type] to [Value Point]? Best Regards, [Email Signature]
  28. 28. Cold Email – Name DropSubject Line: [Technical or Business Improvement Realized] Hello [Contact First Name], The reason for the email is that we worked with [Customer Name] and helped them to [Technical Improvement]. This ultimately led to them being able to [Business Improvement]. I don't know if we can help you in the same way and that is why I am reaching out. Are you available for a brief 15 to 20-minute meeting where I can share some examples of how we have helped other [Target Buyer Type] to [Value Point]? Best Regards, [Email Signature]
  29. 29. Cold Email – Pain QuestionsSubject Line: [Pain Question] Hello [Contact First Name], I am trying to determine if we can help you in the same way that have helped our other clients. These are some of the questions that I would ask you to figure that out: • Pain Question 1 • Pain Question 2 • Pain Question 3 Do any of those connect with a challenge or interest that you have? If so, let’s put a few minutes on the calendar to have a brief conversation. Best Regards, [Email Signature]
  30. 30. Cold Email – ProductSubject Line: [Product Name] Hello [Contact First Name], The reason for the email is that we provide [Product Name] and that includes: • Feature 1 • Feature 2 • Feature 3 Some ways we differ from other options out there are: • Differentiation 1 • Differentiation 2 • Differentiation 3 Are you available for a brief 15 to 20-minute meeting where I can share some examples of how we have helped other [Target Buyer Type] to [Value Point]? Best Regards, [Email Signature]
  31. 31. Last Attempt Cold Email – Value PointsSubject Line: Checking In Hello [Contact First Name], I never heard back from you and I thought I would follow up with you one last time. The reason I am trying to connect with you is that we help [Target Buyer Type] with: • Value Point 1 • Value Point 2 • Value Point 3 If I don't hear back from you, I will assume you are not interested in those improvements or that you are the not right person to speak with and I will close the file. If I should be contacting someone else regarding this, any pointing in the right direction would be greatly appreciated. Best Regards, [Email Signature]
  32. 32. Keep Me In Mind – ProductSubject Line: Keep us in mind - [Product Name or Area] Hello [Contact First Name], Since you are a [Target Buyer Type], you might need or purchase [Product Name or Area] from time-to- time. We provide [Product Name or Area], so please keep us in mind when you are ready to make a purchase or change. Some ways that we differ from your other options are: • Differentiation 1 • Differentiation 2 • Differentiation 3 Let me know if you reach a point where you would like to schedule a brief call to discuss. Best Regards, [Email Signature]
  33. 33. Email Dos and Don’ts Building Your Email Messages Sending Emails
  34. 34. 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)
  35. 35. Automate
  36. 36. Track Email Opens and Clicks
  37. 37. Lead Scoring
  38. 38. Email Scheduling
  39. 39. Getting Email Addresses [First Name]_[Last Name]@websiteaddress.com [First Name].[Last Name]@websiteaddress.com [First Name]@websiteaddress.com [Last Name]@websiteaddress.com [First letter on first name][Last Name]@websiteaddress.com [First Name][First letter of Last Name]@websiteaddress.com [First Name][Last Name]@websiteaddress.com [Last Name][First Name]@websiteaddress.com [Last Name].[First Name]@websiteaddress.com [Last Name]_[First Name]@websiteaddress.com First Name]-[Last Name]@websiteaddress.com [First letter on first name]-[Last Name]@websiteaddress.com First Name]-[First letter of Last Name]@websiteaddress.com [First letter on first name].[Last Name]@websiteaddress.com First Name].[First letter of Last Name]@websiteaddress.com [First letter on first name]_[Last Name]@websiteaddress.com First Name]_[First letter of Last Name]@websiteaddress.com
  40. 40. Getting Email Addresses

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