Sales in the digital age is becoming increasingly more difficult, especially as buyers continue to receive hundreds of emails every single day. Open, delete, open, delete, open, delete. As they attempt to quickly clear out their inbox of spammy requests, you (the salesperson) are only left with 3-5 seconds to grab their attention. So how do you do this? The key is to write a concise email that speaks to their needs. In this blog, I will show you a few things to consider when writing your next sales email to a prospect.
First, start with the subject line.The goal here is to pique the interest OF THE READER. They do not care what new product you have to offer, how long you’ve been in business, or that you’re “just reaching out…” The reader is skimming the subject lines in their inbox thinking WIIFM (What’s In It For Me?) Take a minute to do some research and put yourself in this individual’s shoes. Identify and recognize their needs, then write to that.
- Did someone refer you? Say that. “Jerry Seinfeld recommended I reach out…”
- Do you know of a specific issue they are most likely facing? “Unable to reach your current IT Help Desk”
- Ask a question they may be asking themselves but be sure this is a question you can answer for them.
TIP: Be sure to avoid spam words. Some examples are FINAL, REMINDER, SALE, TEMPTING, OFFER, EXCITING, DISCOUNT, UNIQUE, COMPLIMENTARY*** You need to write like a real person. How would you want someone talking to you?
Second, the opening lines of the email.You have 3-5 seconds before your reader hits the delete button. Make an impact here. The opening line/lines should align with your subject line. If you mentioned a mutual connection, refer back to that individual and why they suggested you two connect. Other good examples are:
- “I saw your LinkedIn post about…”
- “Congrats on winning Top 100 Companies to Work For…”
- Mention a struggle they may be having that you have a solution for, “It’s incredibly frustrating when you can’t access your files…”