Jill Konrath is the author of SNAP Selling (#1 Amazon sales book) and Selling to Big Companies, a Fortune "must read" selection. As a frequent speaker at sales conferences, she helps sellers crack into new accounts, speed up sales cycles and win big contracts. For more fresh sales strategies that work actually with today's crazy-busy prospects, visit www.jillkonrath.com.
Jill originally published this as a one-page whitepaper, and it is republished here with her permission.
Crazy-busy people read their email with their finger on the delete key. Follow these guidelines to increase your email prospecting success.
|Get rid of all verbiage that activates the delete response. Here are some serious offenders: exciting, state-of-the-art, solution, partner, leading edge, passion, unique and one-stop shopping.|
2. Keep Your Message Simple
Your email needs to be less than 90 words. Use 2-sentence paragraphs so it can be scanned. Stick with common black fonts (no colors) and never include more than one link or attachment.
3. Align With Their Objectives
|Research your prospect's specific company, industry or position. Make sure your email mentions an important business objective, strategic imperative, issue or challenge. Relevance is essential.|
4. Focus on Immediate Priorities
|Identify key business events that may be impact your prospect's priorities and tie your message into that. Examples might be: relocations, mergers, management changes or new legislation.|
5. Be an Invaluable Resource
|Your product or service may be a commodity, but you're not. In your emails, focus on the ideas, insights and information you can share that will be of value to your prospect in reaching their goals.|
6. Craft Enticing Subject Lines
|Your subject line determines if your message gets read. Avoid sales hype and focus on business issues such as: "Quick question re: outsourcing initiative" or "Reducing product launch time.”|
7. Launch a Campaign
|Do 8-12 touches (via email and phone) over a 4-6 week time period, with each contact building off the previous one. Provide links to resources. Spotlight the value of changing from the status quo.|