One of the prevailing themes of this from our clients is the notion that less is more. We know you love your product, and that is your flaw because when you love something you can go on for hours and hours about how great it is, how it is going to change the world and why everyone needs it. But those sales emails go straight to the Junk folder.
We live in a world of inboxes filled with junk mail and cold emails. It's been said that the average marketer has 7 seconds of someone's attention before they are lost. And that people you are emailing are no different. They are busy people with a finger on the trigger that will kill your sales efforts: the archive button in Gmail.
This is a great example of what not to write in Predictable Revenue:
Subject: Improve sales effectiveness in Q2?
Are you challenged to project accurate revenue? Do you know who your best representatives are and what makes them successful? Do you know which marketing activities your company engages in are generating closed deals? You know there are some big deals in the pipeline, but can you easily generate a real-time report detailing their status?
Does this sound familiar? You face the same challenges as many other companies. Salesforce.com has proven to be successful at leading global companies such as Adobe Systems, AOL Time Warner Communications, Putnam Lovell, Dow Jones Newswires, Berlitz Global Net, and Siemens, to name a few.
Salesforce.com is a web-based CRM service that can be rapidly rolled out and is easy to use. Sales organizations use it to centralize and report on contacts, accounts, and historical activities and to track sales performance. Marketing can easily measure the ROI of individual projects. Salesforce.com makes it very easy to customize reports and gain visibility into your sales organization and individuals' performance to get a better handle on your business.
Could we schedule 20 minutes of time to discuss this? Or would someone else in your organization be a more appropriate contact?
A lot of people new to sales think that their emails need to fully describe the product and problem it solves. So they write long emails with value propositions and tons of questions. But the reality is that they are only read by 10% of the people who receive them in their inbox. Long emails like this are a tax on your prospect's mind and they are the first thing in the inbox to be archived at 4:30pm.
So what type of emails should you write? Very Concise ones, it Is as simple as that.
Your email should consist of three parts:
In the first line of any cold email you should prove that you did your research and are not just a spammer sending 1,000 emails at once. For example if they are a venture backed company, Say something like "Ted, I was taking a look at venture backed list of founders and ran across your name."
2. Attract interest
The next short paragraph, is where you must pique the prospects interest with your product's value prop. Use information from your ideal customer profile research to lead with the thing that the prospect will care about the most. If you are emailing a Sales Director who needs more leads in the pipeline, say something like " We enable companies to outsource their prospecting so they can do what they do best - sell! “
3. Make one ask
The last paragraph is where you make your ask. Typically “the ask”is 10 or 15 minutes of their time. Say something like, “I would love the opportunity to set up a quick call so we can discuss ways we can help your business.”
By writing concise emails that highlight one easy to understand value proposition and ask a simple question, you should be able to increase the amount of people that read your emails by orders of magnitude, which should lead to much better response rates.