Written by Sean McPheat |
7 June, 2017
Getting prospects to reply to your emails can seem daunting.
You put it all together, you give details about your products and how good they are, you make special offers, send them all off and then wait for the replies to pour in, with orders attached.
How can you build more chances that you’ll get replies to your emails?
Simply by putting yourself in the mindset of the receiver.
One thing that drives decision-making is how others in similar positions have chosen.
So, you can utilise this thought in getting prospects to reply to emails. Our first easy way is:
This means we take our cues from other people as to how we should act.
If your prospect sees proof that others have got results from your solutions, he’ll be more likely to consider your offering.
Something like: “Five similar companies to yours have chosen our widgets and have had an average of 12% reduction in failures” will make the reader think about the results they could achieve if they matched that performance.
Think Of The Right Numbers
Using statistics and data is attractive because it’s specific and accurate. Look at the difference between these two messages:
“Many companies have found they have increased their productivity by using our widgets”
“88% of companies who used our widgets last year increased profitability by an average of 9% over the previous year”
Numbers attract people because they solidify claims rather than being wooly and tepid. Claims that can be substantiated are very powerful. They build trust in the prospect’s mind and allow you to appeal to their sense of trustworthiness, because these claims can be proved in real-world situations.
Make It Personal
Prospects can see a generalised email a mile off.
When you start with ‘Dear Prospect’ or ‘Dear Decision-Maker’, it smacks of blunderbuss marketing, where you’ve sent out the same message to hundreds, if not thousands, of people.
If you put their name in the subject line, it catches the eye.
Research states that when you read a page of text that includes your name in it, you can pick it out in a matter of seconds, even if there are hundreds of other words on the page.
By personalising the email, using their name more than once in the text, you can appeal to them personally and make them feel special.
Provide A ‘Call To Action’
Many emails peter out with something like ‘let me know if this is of interest to you’ or ‘I’ll give you a call to discuss further’.
Instead, create a call to action at the end of the mail, saying something like ‘How does Friday at 10am sound to you? If that’s not good, we can re-arrange.’
By making a definite arrangement, you get the prospect to look at their calendar and see whether that is convenient to them.
It also means that when you call, the prospect is expecting your call and it’s not a cold call.
You can tell the receptionist it’s an expected call, so they should put your through.
Talk About Specific Pains They Are Facing Or Gains They Are Anticipating
If you’ve done your research effectively (and you shouldn’t send an email until you have), then you can personalise the information to their specific situation.
It turns your contact from a general message to something that’s explicitly for them.
Imagine reading something like “Your LinkedIn company profile is very interesting where it discusses the increase in customer feedback to your services….”
This personalisation says to the reader that you are interested in them before presenting any information about your products.
It makes them feel important and valuable and encourages them to read on, as it’s about their business.
Discuss what pains their business may be going through, or gains that may be up for grabs to them.
By being specific, you appeal to the main reasons why people will change – either to move away from pain or move towards gain.
The main reasons people will read your emails revolve around making them specifically talking about them and their business.
Resist the temptation to make them a product-push.
Remember what your purpose is, and create rationale for them to return some kind of response.
That way, you’ll be more successful in your quest to appeal to prospects and achieve your goal of receiving replies.
MTD Sales Training