You’re Asking Too Much from Your Email
Just because you read every email that comes across your screen doesn't mean that everybody else does. Here's how to make those messages count.
I have reviewed a few email scripts from clients recently, and a common theme is making itself readily apparent. You're trying to do too much.
Messages are too long, and that means more than just having too many words. You're trying to sell your product or your service in text, and you don't have the recipient's point of view in mind. When's the last time you were excited to read a lengthy message from someone you didn't know about something that you weren't sure applied to you? Come on...
Just because you read every email that comes across your screen doesn't mean that everybody else does. Here's how to make those messages count.
Let's start at the beginning (that's usually the right place), what are you trying to do?
Are you trying to cram an entire sales process into 100 words? That seems kind of silly, doesn't it? Yep, that's what most emails do, and you're stuck between too harsh realities- it takes way more words than that to make a sale, and most cold emails any longer than that don't get read.
Unless what you're selling is purely transactional, then all of your digital communication should be focused on getting an appointment for a real-time discussion- either on the phone, a video call, or in person. You can't effectively sell without proper attention from your prospect or discovery, yet this is where most salespeople try to take shortcuts. Stop. If you're beginning your emails by introducing yourself, your company, or your product, you're making an egregious sales mistake. What exactly about any of those, out of context, is supposed to get me to read any further?
Exactly. Nothing.
You should be using your email to justify the value of, and ask for, a meeting. Your first few lines, along with a brief subject line, should pique my interest and make me think. If it doesn't, then you've lost me already, if it does, then let's schedule a meeting. What have we done? We've garnered attention and an interest in further discovery- two things you simply cannot skip in any sales process. They are necessary to move forward effectively.
Now you have to capitalize on that intrigue and call the reader to action. Ask for a meeting, not a demo. Don't send them to your website- that's for later after you've talked to them and provided context. Don't expect them to do discovery on their own. You want to guide that process and that journey. Don't say "let me know if you have any questions." They don't know what to do with that. Ask them a specific question and you'll get a specific response. Keep them engaged!
Here's what a simple cold prospecting email can look like...
Hi Ms. Prospect,
VP’s of sales like yourself tend to believe that their teams can’t close, and it’s really getting in the way of growth. Does that sound familiar?
In my experience, teams typically have two or three other issues much earlier in the process that get in the way. I’ve identified 16 such issues here.
Let’s talk. In less than 30 minutes, you’ll come away with some additional insights on the best way to engage and lead your team, even if there’s no next step for us. How’s next Tuesday at 2pm?
Jeff Bajorek
It's all there.
An engaging question along with a contrarian statement (creating a little tension)
I've provided an original piece of content (demonstrating expertise)
There's a clear call to action that assures that there is more value in it for the prospect than the time they're being asked to invest.
It's brief (95 words) and double spaced so it can be read easily on a smartphone
Messages that meet these criteria are more likely to be read. Does it happen every time? Of course not, but give them a shot! Think about what the recipient has to do to receive your message. Think about all the reasons they wouldn't, and try to avoid those pitfalls.
There are certain elements that you need to include, but try to make the message so brief that they can't help but read the entire thing at a glance. The one thing that you can do immediately to get closer to that ideal is to ask for an opportunity to tell them about what you offer, not just regurgitating the offer upon opening the message.
Jeff Bajorek
Real. Authentic. Experience.
There’s a big difference between knowing how to sell and being able to. Jeff Bajorek spent over a decade in the field as a top performer. He’s been in your shoes. He knows what it will take. He can help you succeed.
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