Sending Emails For Business Development

Written by Sean McPheat | Linkedin thumb

3 September, 2008

Person typing an emailDo you send emails out to prospects?

Do you send follow up emails to leads you’ve met?

If so, read on…

I received a great email the other day.

The salesman who sent it was asking me whether I knew where to find some stats/websites on email opening rates etc.

Here’s the questions:

Hi Sean,

Do you have any stats/know of any websites that provide stats in terms of:

How many seconds in general do top CEO’s/VP’s spend in reading emails before deciding if its worth the time to read on?

How many will take the time to open one attachment, let alone two?

If you are a new Sales person, would you mention in your email that you are new to the Company or is it better left unsaid?

Is it a good idea to use a video during a sales presentation? Or would the video be a distraction and detract from your sales pitch i.e. you should be able to convey whatever you need personally, than playing a video demonstrating a service. “We sell quality as a service”

In terms of a subject line which one will get a better response/read?

Stopped by to see you at Show – Improve the quality of “ABC” with “MY COMPANY’S SERVICE/PRODUCT” (After meeting them at a show and sending a reminder to them)

OR

“MY COMPANY NAME” – We change the QUALITY of your “ABC” and INCREASE your Sales!

——————————————-

Here are my replies:

Do you have any stats/know of any websites that provide stats in terms of

How many seconds in general do top CEO’s/VP’s spend in reading emails before deciding if its worth the time to read on?

Well, if they even get to read your email in the first place they will read your title in the subject line and if it appeals they’ll open it and if not – CLICK! It’s gone to the trash folder!

A lot of gatekeepers filter emails and are under strict instructions to delete all sales and marketing emails!

Your headline in the subject line is the most important thing you can ever write in an email because if it doesn’t get opened you’re done!

How many will take the time to open one attachment, let alone two?

Don’t send attachments in a first email. These are busy people and you are just giving them more work! It just doesn’t make sense to give them more work. You’re nuts of you do this!

CLICK! DELETE!

If you are a new Sales person, would you mention in your email that you are new to the Company or is it better left unsaid?

Never say you are new. As a prospect I want someone who is experienced to deal with me! Ideally I’d want to deal with your Director so when you tell me you are fresh out of Uny what does that tell me?

Is it a good idea to use a video during a sales presentation? Or would the video be a distraction and detract from your sales pitch i.e. you should be able to convey whatever you need personally, than playing a video demonstrating a service. “We sell quality as a service”

Personally I have about 4 or 5 different approaches and I don’t know which one I will use until I have spent about 20 minutes with the prospect.

I tailor my approach depending upon how they buy and what their preferences are.

If they like gizmos and widgets and are “hi tech” out comes the laptop. If they are “belt and braces” prospects I’ll use another approach and so should you.

Don’t show up and throw up. I hate the term “pitch”.

Instead, go with the flow and be prepared to change direction at anytime.

In terms of a subject line which one will get a better response/read?

Stopped by to see you at the show – Improve the quality of your “ABC” with “MY COMPANY PRODUCT/SERVICE” (After meeting them at a show and sending a reminder to them)

OR

“MY COMPANY” – We change the QUALITY of your “ABC” and INCREASE your Sales!

NEITHER!

Too salesy and they will just get deleted.

Are you bulk sending or 1 by 1?

If the former I’d use the following in the subject line title:

Hi James, here’s that report I told you about at Olympia…

REMEMBER THIS:

The objective of the SUBJECT line is to make a sale.

But not as you may think!

The only sale you want to make is to get your EMAIL OPENED AND READ

That’s the only sale you want to make at this stage!

Happy Email Selling

Sean

Sean McPheat
Managing Director

MTD Sales Training | Sales Blog

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