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Sales Training: Writing Prospecting Emails That Get Replies

Though nothing will ever replace having face-to-face or over the phone conversations, there are cases where an e-mail will have a better chance of getting you a response from a prospective client.

This post will focus on writing prospecting e-mails that will give you a much better chance of getting replies (and then give you the opportunity to engage the prospective client in conversation).

Below are five tips that will help:

1. Initiate a conversation based on something they do or just did.

Take a minute and look up the prospect online. Did their company do something recently? Did the prospect? Did their quarter just end? Find something relevant to them.

If you are responding to an inbound request, be as specific as possible about what triggered your email. Put this trigger in the subject line so they know you are writing about them.

2. Be timely.

The “shelf life” of any activity is getting shorter and shorter, and the value of being timely is higher and higher. If you can reach out within a minute after a prospect does something, that’s great. Within an hour – good. Within a day – OK. Within a week – That’s borderline at best. Longer than that? Forget about it…

3. Give them value.

You made a first impression with the trigger event. Now build on that by giving them something of value. Share a link to a relevant article, white paper, video, etc.

4. Invite prospects into a conversation by asking a question.

Having offered your prospects something valuable, you can then ask them to engage.

The more specific and straightforward your question is, the better. You want to make it easy to reply and you want to make sure they clearly see the benefit of doing so.

Ideally, your question links the resource you offered with the services you provide or are selling.

5. Follow up with recipients and let them know that you will do so.

This is key. Once you have sent the e-mail, it gives you the opportunity to follow up. If they received/read it, great! If they did not receive/read it, great! You have a reason to call either way.

Be sure you send something that someone will read. As always, 2 to 3 short (as in a couple of sentences on average) paragraphs with white space between each.

Interested in receiving more sales training tips? Check our the web seminar recap from this week’s free web seminar Strategies for Sales Professionals. This one-hour web seminar covered the 5 attributes of highly successful sales professionals, managing price expectations/price objections, and understanding your potential buyers (and their roles).

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