1.
SELLING
WITH EMAIL
REACH BUSY EXECUTIVES
WITHOUT COLD CALLING
THE ULTIMATE GUIDE TO

2.
Identify New Leads
Connect With Buyers
Nurture Cold prospects
BuzzBuilder gives you powerful email marketing and social media tools
that help you automate your sales & lead generation. See how it works!

3.
Share The Love
PRE-CALL EMAIL TEMPLATES
Over the past few years, email has become a popular
sales tool. However, the problem with most emails
today is that they are ignored. It’s time to do away with
generic sales pitches and create messages that even
cold prospects will respond to.
While there are numerous times you can use email,
this guide will show you 5 key points in the sales
process where you can use it most.

4.
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Email #1: The Introductoin
Use Name-Dropping To Reach Key People
Email is a great way to connect with busy executives.
It’s also effective because you can simultaneously
contact multiple people in each account--think of this
as “creating a buzz.”
First, identify multiple executives who would be
involved in the decision. Then, email each of them
about the others you’re also planning to contact.
Additionally, you can also name-drop similar
companies you’ve worked with.
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Email #1: The Introduction
Example: Name-Dropping Similar Companies
Hi Mary, I’m contacting you and Joe about a project
we’re working on with XYZ Company that has
helped them generate more inbound leads for the
sales team. I understand you have a similar initiative
and I’d like to ask for a brief meeting to discuss this
further. What is your availability...
PROSPECTING WITH EMAIL ••• 4

6.
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Email #2: Second Attempt
Use Email & Voice Mail To Follow Up
If the executive doesn’t respond to your initial Email
Introduction, you may want to follow up with a phone
call. Leave a voice mail and then follow up with a
quick email. To make this process easier, you
should save email drafts that you can copy and
paste or use an email marketing system like
BuzzBuilder.
PROSPECTING WITH EMAIL ••• 5

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Email #2: Second Attempt
Example: Follow-Up To Voice Mail
Hi Mary, I left you a voice mail a moment ago about
coordinating a meeting with both you and Joe to
discuss your marketing initiatives. I’d like to share a
project we’re working on with XYZ Company that
has helped them create more qualified leads for the
sales team. Please call or email me...
PROSPECTING WITH EMAIL ••• 6

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Email #3: Third Attempt
Using Empathy to Reach Unresponsive People
After multiple attempts to reach an executive, it’s
time to change your game plan. Remember that
your prospects are busy and can’t respond to
everyone. Leverage this fact in your emails by
empathizing with them.
Empathy can be a powerful sales tool when it’s
genuine. Show prospects that you understand their
situation and respect their time.
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Email #3: Third Attempt
Example: Empathy Email
Hi Betty, I tried reaching you a couple of times last
week and realize how busy your schedule is right
now. At this point, I certainly don’t expect you to
make any changes to your existing (mention current
solution). All I’m asking for is a brief call to explore
your options.
If this sounds fair enough, please let me know the
best way for us to connect. Thank you for your time.
PROSPECTING WITH EMAIL ••• 8

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Email #4: Driving The Sale
Using Email To Follow Up After A Presentation
After you’ve presented your solution, it’s not
uncommon for executives to get distracted and fail
to respond to your follow-up attempts. When this
happens, the key is to maintain momentum by
leveraging other contacts in the account. This
approach is similar to the Name-Dropping example
mentioned in Email #1.
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Email #4: Driving The Sale
Example: Follow-Up After A Meeting
Hi Joe, as a follow-up to our meeting I thought I’d
call Mary (boss or peer) to brief her on the
discussion and answer any questions she may
have. However, if you think this would be premature
please call me and we can talk about the best next
step. Thanks again for your time.
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Email #5: The Last Dance
Move ‘em On or Move ‘em Out
After 4-5 attempts, you’ll need to decide whether to
keep trying or move on to greener accounts. You
may want to transition the prospect into a Lead
Nurturing Campaign.
This approach leaves the door open for future
conversations but frees you up to move on to other
prospects.
PROSPECTING WITH EMAIL ••• 11

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Email #5: The Last Dance
Example: We Haven’t Been Able To Connect
Hi Sarah, I know we haven’t been able to connect,
which usually means one of two things: Either the
timing may not be right or you no longer have a
need. In either case, I want to respect your time so
I’m going to go ahead and close your file.
Otherwise, if you would still like to talk, please call
me to discuss next steps. Thanks again.
PROSPECTING WITH EMAIL ••• 12

14.
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