We all know how hard it is to get started on a project when there’s no guarantee of success and every possibility of failure. That’s how prospecting can sometimes feel, especially if you’re using outdated sales tactics that drive buyers crazy.
We know prospecting can seem daunting, and a string of unreturned calls and unanswered emails is discouraging, to say the least. So we’ve got your back.
The 3 Key Elements of Good Sales Prospecting Emails
Any good prospecting email needs to include the following:
1) A reason for reaching out
This reason should be your way of gut-checking yourself. Is the reason for contacting your prospect compelling? Do they fit your ideal buyer persona? Are they similar to some of your most successful customers in the past? Can you provide any value to this person?
If not, don’t reach out.
2) A reason for reaching out right now
Just as important than whether the buyer is a good fit is whether there’s something that will compel them to buy. If there’s no sense of urgency (this can come in the form of business pain, a trigger event, or an internal intiative, among other things), there’s no reason to buy. So don’t just prospect companies that fit in the vertical and size you typically sell to. Is there a good reason you’re reaching out right now?
3) A call-to-action
Every touchpoint in the sales process should drive it forward. How quickly the process moves depends on your prospect’s buyer stage, but you should never send a “just checking in” email that doesn’t provide any value to your buyer.
Instead, make sure your email is helpful before asking your buyer for something. Many times, your prospecting emails will be follow-ups to voicemails so you’ll be tempted to ask for a call, but this isn’t your only option. Check out these 16 things you can ask instead of “Are you free for a call?” if it doesn’t seem like your buyer is ready for a meeting.
5 Prospecting Templates You Can Start Using Today
Still stuck? Here are five prospecting templates (each corresponding with an appropriate trigger event or reason to reach out) you can use today.
1) Reference a company announcement (A)
congrats! have you thought about [business value]?
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:
Does that sound similar to past challenges you’ve faced? I have some ideas that might help.
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:
Have you tried any of these strategies in the past? I have some more ideas for how we can help.
Do you use templates for prospecting? Where have you seen success? Let us know in the comments below.