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How to Write Good Sales Prospecting and Cold Emails

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Since it is tough to get prospects on the phone, it is critical that your sales email game be strong. Every word in an email matters and will either push the prospect away or draw them in.

If you are looking for some new ideas regarding sales emails, join us for our next webinar on “How to Write Good Sales Prospecting Emails” where we will outline what to do and not do when crafting your email messages.

In this webinar, we will discuss:

– Understanding the prospect that is receiving your message
– How to not turn of your sales prospect
– How to grab the prospect’s attention
– How to educate the sales prospect
– Key “don’ts” to avoid with your sales prospecting emails
– How to use a multi-email approach

Published in: Business

How to Write Good Sales Prospecting and Cold Emails

  1. 1. How to Write Good Sales Prospecting Emails (Cold Emails) Michael Halper Founder and CEO SalesScripter
  2. 2. Goal for the email: Get the prospect to reply Prevent the instant delete Secondary goal: Get the prospect to reply Educate the prospect
  3. 3. 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)
  4. 4. 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)
  5. 5. 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
  6. 6. 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)
  7. 7. Don’t Sell the Product, Sell the Meeting Stage GoalsInitial Contact Cold Call Inbound Call Email Event 2 to 5 minutes 80% on prospect 20% on you Appointment Phone Call Face-to-Face Discovery 20 to 30 minutes 50% on prospect 50% on you Presentation Discovery Presentation Demonstration 1 to 2 hours 20% on prospect 80% on you Pre-Qualify Gather high-level information Build interest in having conversation Schedule the Appointment TIP #4 Can Help With • Likely not in buying mode
  8. 8. 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)
  9. 9. 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
  10. 10. Some Examples of Not So Great Emails
  11. 11. 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.
  12. 12. 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
  13. 13. 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 Marketing Email Marketing Web Development Email Appending Data Provisioning 360 Degree Profiling Email Verification & validation Multichannel Prospect Lists HTML Design/Creative Services
  14. 14. 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!
  15. 15. 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;
  16. 16. 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]
  17. 17. Benefits Why do we do this? Product Company Features Functionality 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
  18. 18. Building Your Email Messages
  19. 19. Interest An Alternative ApproachValue Pain Qualify Credibility Objections 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
  20. 20. 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
  21. 21. 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
  22. 22. How
  23. 23. How
  24. 24. 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)
  25. 25. SMART Sales System S M A R T ales essaging nd esponse actics
  26. 26. SMART Sales System Sales Methodology Software Platform Professional Services
  27. 27. SMART Sales System Sales Methodology Software Platform Professional Services
  28. 28. 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
  29. 29. SMART Sales System Sales Methodology Software Platform Professional Services • Sales Pitch Builder • Library of Scripts and Templates • CRM Functionality • Email Automation
  30. 30. 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
  31. 31. • 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
  32. 32. 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
  33. 33. Contact Us Michael Halper Founder and CEO SalesScripter mhalper@salesscripter.com @salesscripter

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