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How Use Cold Emailing to Get New Clients

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How Use Cold Emailing to Get New Clients

  1. 1. Chapter 18 – Email Prospecting
  2. 2. Email Dos and Don’ts Building Your Email Messages Sending Emails
  3. 3. 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)
  4. 4. • Get the prospect to read the email • Get the prospect to reply • Get the prospect to buy the product • Minimize how quickly the prospect deletes the email Our Natural Instinct Another Option Complicated and Difficult Straightforward and Easier Change Your Mindset
  5. 5. Don’t motivate the instant delete
  6. 6. Use Brevity
  7. 7. Don’t Sound Like a Salesperson
  8. 8. Make it All About the Prospect Don’t Make it All About You
  9. 9. Don’t Look Like a Mass Email
  10. 10. Don’t Sell the Product, Sell the Meeting INTERACTION CONVERSATION EXPLANATION
  11. 11. Use a Multi-Touch Approach
  12. 12. Educate the Prospect
  13. 13. Don’t Be Apologetic I am sorry to bother you. I know you are busy. I won’t take too much of your time.
  14. 14. 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.
  15. 15. 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,
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. Email Dos and Don’ts Building Your Email Messages Sending Emails
  20. 20. Product Selling Consultative Selling Company Product Features Benefits Goal: Get Customers Value Pain Points Questions Product Company Name Drop Goal: Starting Conversations
  21. 21. Hi [Prospect Name], I am a Senior Account Manager with [Company Name]. We provide: • [Product 1] • [Product 2] • [Product 3] I am reaching out to see if you need what I sell. Can I schedule a 20 to 30-minute meeting with you to try to get you to buy what I sell. Best Regards, XXX XXX XXXXXX
  22. 22. Product Selling Consultative Selling Company Product Features Benefits Goal: Get Customers Value Pain Points Questions Product Company Name Drop Goal: Starting Conversations
  23. 23. VALUE POINTS • Increase the revenue generated through their website • improve website conversion rates • Increase website traffic TARGET BUYER • Small businesses PAIN POINTS • Need to generate more revenue through the website • Website visitors are not converting to customers • There is a need to increase website traffic PAIN QUESTIONS • How important is it to get more revenue out of your website traffic? • How important is it for you to improve your website conversion rates? • Do you need to increase website traffic and visitors? CURRENT STATE • Do you currently have someone that can make changes to your website? • Are you currently working with a web design agency? • How happy are you with person working on your website? • When was the last time you refreshed your website? • How much traffic are you currently getting to your website? • What CMS platform is your website built on? • When was the last time you considered redoing your website? • How many different websites do you currently have? • Are you the person to that makes decisions regarding your website? NAME DROP • We worked with an accounting firm and helped them to do a complete refresh of their corporate website. • This helped to improve how they told the story of what they do and the services they provide to website visitors. • After only 6 months, they increased the number of leads that they were generating through their website by over 500% and increase their overall revenue by 20%. PRODUCT • Web design services FEATURES • Design and build websites • Graphic design • Copywriting DIFFERENTIATION • We only work with accountants • We use AI to develop the optimum website layout • We guarantee results COMPANY FACTS • Won design awards 5 years • In business for 30 years • Woman owned business
  24. 24. VALUE POINTS PAIN POINTS PAIN QUESTIONS CURRENT STATE NAME DROP PRODUCT Building Blocks
  25. 25. Email Topics VALUE POINTS PAIN POINTS PAIN QUESTIONS CURRENT STATE NAME DROP PRODUCT
  26. 26. Email Subject Lines VALUE POINTS PAIN POINTS PAIN QUESTIONS CURRENT STATE NAME DROP PRODUCT
  27. 27. VALUE POINTS Cold Email – Value Subject Line: Increase the revenue generated through your website Hello [Contact First Name], The reason for the email is that we help small businesses to: • Increase the revenue generated through their website • improve website conversion rates • Increase website traffic 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 small businesses to generate more leads through their website? Best Regards,
  28. 28. PAIN POINTS Cold Email – Pain Subject Line: Website visitors are not converting to customers Hello [Contact First Name], The reason for the email is that we help small businesses with the challenges of: • Need to generate more revenue through the website • Website visitors are not converting to customers • There is a need to increase website traffic 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 small businesses to generate more leads through their website? Best Regards,
  29. 29. NAME DROP Cold Email – Name Drop Subject Line: BG Accounting increased leads by 500% Hello [Contact First Name], The reason for the email is that we worked with an accounting firm and helped them to do a complete refresh of their website. This helped to improve how they told the story of what they do and the services they provide to website visitors. After only 6 months, they increased the number of leads that they were generating through their website by over 500% and increase their overall revenue by 20%. Are you available for a brief 15 to 20-minute meeting where I can share some examples of how we have helped other small businesses to generate more leads through their website? Best Regards,
  30. 30. PAIN QUESTIONS Cold Email – Pain Questions Subject Line: Get more revenue out of your website traffic? 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: • How important is it to get more revenue out of your website traffic? • How important is it for you to improve your website conversion rates? • Do you need to increase website traffic and visitors? 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,
  31. 31. PRODUCT Cold Email – Product Subject Line: Website design services Hello [Contact First Name], The reason for the email is that we provide website design services and that includes: • Design and build websites • Graphic design • Copywriting Some ways we differ from other options out there are: • We only work with accountants • We use AI to develop the optimum website layout • We guarantee results Are you available for a brief 15 to 20-minute meeting where I can share some examples of how we have helped other small businesses to generate more leads through their website?
  32. 32. PAIN POINTS Cold Email – Checking Back In Subject Line: Following back up with you Hello [contact first name], It has been a little while since we spoke so I thought I would check back in with you. One reason I thought it might make sense to continue our discussion is if you are having any of the challenges that we help businesses to resolve: • Need to generate more revenue through the website • Website visitors are not converting to customers • There is a need to increase website traffic Are you concerned about any of those areas? If so, it might be productive to get back together at some point. Best Regards,
  33. 33. Cold Email – Last Attempt Subject 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 small businesses to: • Increase the revenue generated through their website • improve website conversion rates • Increase website traffic 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, VALUE POINTS
  34. 34. Cold Email – Keep Us in Mind Subject Line: Keep us in mind - [Product Name or Area] Hello [Contact First Name], Since you are a small business owner, you might need make changes to your website from time-to-time. We provide web design services, so please keep us in mind when you find yourself needing to change or update your website. Some ways that we differ from your other options are: • We only work with accountants • We use AI to develop the optimum website layout • We guarantee results Let me know if you reach a point where you would like to schedule a brief call to discuss. Best Regards, PRODUCT
  35. 35. Email Dos and Don’ts Building Your Email Messages Sending Emails
  36. 36. Email Threads VALUE POINTS Email #1 PAIN POINTS Email #2 Delay (1 or 2 weeks) NAME DROP Email #3 Delay (1 or 2 weeks) PAIN QUESTIONS Email #4 Delay (1 or 2 weeks) PRODUCT Email #5 Delay (1 or 2 weeks) LAST ATTEMPT Email #6 Delay (1 or 2 weeks)
  37. 37. Automate
  38. 38. Track Email Opens and Clicks
  39. 39. Email Scheduling
  40. 40. 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 of 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 of first name]-[Last Name]@websiteaddress.com First Name]-[First letter of Last Name]@websiteaddress.com [First letter of first name].[Last Name]@websiteaddress.com First Name].[First letter of Last Name]@websiteaddress.com [First letter of first name]_[Last Name]@websiteaddress.com First Name]_[First letter of Last Name]@websiteaddress.com
  41. 41. Getting Email Addresses
  42. 42. Video and Voice Emails
  43. 43. Week 1: Introduction to SMART (Chapters 1 - 2) Week 2: Consultative Selling (Chapters 3) Week 3: Building Your Consultative Sales Message (Chapters 4 - 9) Week 4: Creating Sales Scripts, Emails, Voicemails, and Objection Responses (Chapters 10 - 15) Week 5: Managing the Sales Process (Chapter 16) Week 6: Cold Calling (Chapter 17) Week 7: Email Prospecting (Chapter 18) Week 8: Voicemail Strategy (Chapter 19) Week 9: Getting into New Accounts (Chapter 20) Week 10: Dealing with Objections (Chapter 21) Week 11: Getting Around Gatekeepers (Chapter 22) Week 12: Qualifying the Prospect (Chapter 23) Week 13: Closing (Chapter 24) Week 14: Networking (Chapter 25) Week 15: Prospecting on LinkedIn (Chapter 26) Week 16: Improving Mental Strength (Chapter 27)
  44. 44. Please Like Comment Share Subscribe Thank You!!!
  45. 45. Follow Us @salesscripter / @sales_halper @salesscripter / @michael_halper @salesscripter www.linkedin.com/in/mhalper/ @michael_halper @michael_halper and Sales Tips Club
  46. 46. SMART Sales System S M A R T ales essaging nd esponse actics
  47. 47. Sales Tools (Scripts) Call Scripts Email Messages Voicemail Scripts Objection Responses Meeting Scripts Sales Presentation Sales Message (Sales Pitch) Product Target Buyer Type Value Points Pain Points Pain Questions Name Drop Examples Sales Tactics and Processes (Tips) Cold Calling Cold Emailing Voicemail Strategy Objection Handling Dealing with Gatekeepers Meeting with Prospects Qualifying Sales Process Networking Closing Level 1 Level 2 Level 3
  48. 48. Get your copy here https://www.amazon.com/dp/0578615762
  49. 49. www.salesscripter.com

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