LC1:P2 – The Perfect Prospect Correspondence
In our first Listener’s Choice, The Perfect Prospect Correspondence, Bobby and Brian lay out a question from a listener about how to best prospect via email to potential customers. Bobby also plugs Ready Caddy, and how they made him a raving fan!
They cover 4 scenarios in this Listener’s Choice. In part 2, they cover the last two, plus some great do’s and don’ts!
- Building a cold email to a new prospect,
- The art of the follow-up email,
- How to move from an email conversation to a face-to-face meeting,
- Discuss the “will you introduce me” email best practices,
- And finally, the do’s and don’ts of email correspondence
III. HOW TO MOVE FROM EMAIL TO A MEETING:
- Check out The Challenger Sale, (1) it requires that you take the time to research people/companies before you begin prospecting, and (2) the outcome of your sales call will largely hinge on the specific idea you articulate in your first email. You will not get any feedback unless your prospect likes your idea and is interested in a conversation.
- Add value right away, keep it short and sweet
- “We noticed this” (be specific and nuanced!)
- “We are delivering this for another customer similar to you”
- “I found (article, tweet, LinkedIn post, etc.) interesting, would like to meet for coffee on xyz date at 3pm. Not salesy, just found it interesting and hoped to connect.”
- Bobby & Brian talk about the “Close the book” email, see it in the email templates below!
- Don’ts:
- Don’t get frustrated – see this too often – they don’t owe you a meeting!
- Don’t use images – what usually keys off spam to you?
- Don’t share too many ideas, keep it short and sweet
- Don’t talk about yourself too much
- Do’s:
- Personal feel – don’t be too formal!
- Close the book (example in the email templates!)
- “Sent from my iPhone” – comes off more spontaneous if you are in the area between meetings
IV. THE “WILL YOU INTRODUCE ME” EMAIL:
- Be friendly but honest – “I want to talk to this company because of xyz“
- Ghostwrite the email for the person that you are asking for an introduction, including the subject
- Bobby recommends both Sales Navigator (paid-for LinkedIn Service), and Dux-Soup – HTML5 plugin that helps you to build manage relationships in LinkedIn.
- Don’ts
- Leave the email up to the introducer to write! It’s lazy and ineffective.
- Reference a contact on LinkedIn that you haven’t worked/spoken with in the past
- Do’s
- Send a gift or thank you!
- Be consistent with Call-10, learn more about that here!
Welcome to The Tech Sales Show brought to you by techsalesshow.com! In this first Listener’s Choice, we are aiming to help current and future tech sellers with email marketing. You will hear us often say Average Sucks, Average is the Enemy and Don’t Be Average! The goal of the Listener’s Choice is to answer your questions, and to provide tools to make you a top account exec!
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