We all understand how difficult it is to get started on a task when there's no guarantee of success and every possibility of failure. That's how prospecting can often feel, especially if you're using outdated sales tactics that drive buyers crazy.
We understand prospecting can appear overwhelming, and a string of unreturned calls and unanswered emails is frustrating, to say the least. So I've got your back.
The 3 Key Elements of Good Sales Prospecting Emails
Any great sales email design template needs to consist of the following:
1) Reason for connecting
This factor must be your way of gut-checking yourself. Is the reason for emailing your prospect engaging? Do they fit your perfect buyer persona? Are they just like a few of your most satisfied consumers in the past? Can you supply any value to this individual?
If not, do not reach out.
2) Reason for connecting right now
Just as crucial as to whether the prospect is a good fit is whether there's something that will help them to buy. If there's no sense of importance (what is their business pain, a trigger point, or an internal initiative), there's no need to buy. So don't just prospect businesses that suit the type and size you typically sell to. Is there a good reason you're reaching out today?
3) A call-to-action
Every touch point in the sales process must drive it forward. How rapidly the process moves depends on your prospect's buyer stage; however, you must never send out a "just checking in" e-mail that doesn't provide any value to your buyer.
Instead, make sure your email is helpful before asking your buyer for something.
5 Prospecting Templates You Can Start Using Today
Still stuck? Here are 5 prospecting e-mail templates (each referring a suitable trigger event or reason to connect) and a e-mail prospecting course.
1) Reference a company announcement (A)
congrats! have you thought about [business
Hey [first name],
Because I work so much with [your targeted industry], I constantly follow industry news. I’ve noticed that you recently [company action]. Congrats!
Usually when that happens, [business value] becomes a priority. That’s why I thought you might be interested in finding out how we helped [similar company] get going quickly in their new direction – without any of the typical glitches.
If you’d like to learn more, let’s set up a quick call. How does [specific day and time] look on your calendar?
2) Reference a company announcement (B)
your announcement this week
Your latest announcement this week about [news] got me thinking.
I found an article on [related topic] that may be useful to you as your company progresses.
Here’s the link to read it: [article link]
Are you currently working on improving [related business value]? I have some more insight to share that could be valuable.
Hope you find this article helpful.
3) Connect with a customer referral
[mutual connection] recommended we get in touch
Hi [first name],
[Mutual connection] recommended we get in touch. I work with [him/her] for a company called [company name] that does [X, Y, and Z].
In thinking about your role at [company}, I thought there might be a great fit for your
Our [product name] has been been extremely well-received in the marketplace and I think it’s something that might be helpful for you!
Does this sound aligned with your current priorities?
4) Provide useful advice
can we help you achieve [goal] too?
Hi [first name],
In working with other [job title]s, one of the key issues they’re struggling with is [key issue].
This past year we helped numerous companies to [business driver], resulting [money saved, revenue added, productivity increases].
A strategy we’ve seen a lot of success with is [key strategy]. Based on what I know about your business, here are a few ways you could put that strategy into action:
All the best,
5) Respond to a social media post with advice
Ideas for [business value]
Hey [first name],
I saw that you recently posted a question on LinkedIn about how to achieve [business value] for your company.
How, if at all, would you like to improve your strategy? I’ve found that [solution] has been successful for others. Here’s a few examples of what other companies I’ve worked with in the past have done that might be helpful to you:
These should help you get started. All my best performing emails started from these templates and more like them. Use them and continue to tweak them until you get what you need. There is never a perfect email, but when you get close, they are like gold.
If you have any questions, feel free to ask.
If you're not sure how to implement these templates in your CRM, take a look at my CRM Beginner's Guide
InBound Marketer and Consultant