Have you ever sent an email to a prospect that didn’t get a response?
Having worked with thousands of salespeople over the past couple of years, I’ve noticed some common mistakes that folks are making when crafting their prospecting emails. By simply learning these mistakes, you can take note to avoid them and watch your responses increase dramatically. Here are the four most common mistakes that people make with prospecting emails:
So Generic: Stop sending the same introductory emails to prospects telling them all about your company and what you do. If your email templates only require you to fill in a few blanks for each new prospect, they are far too generic. Instead, draft a highly targeted email written specifically for each prospect. Prospects are far more likely to read emails that are thoughtfully crafted with them in mind.
Too Formal: Stop talking to people like you are a robot. So often, sales people, in an attempt to appear intelligent, draft emails that are stiff, lifeless and confusing. Instead, write emails as if you were simply talking to a person who is right in front of you. Be genuine, use first names and adopt a casual, relaxed tone.
Far Too Long: Most salespeople draft emails that are way too long. Your prospect is super-busy. She simply doesn’t have the time to read two pages of your ideas. Develop a clear understanding of what your goal is for the email — in most cases, it should be simply to start a dialogue or set up a call — and only include information that is critical to getting your desired response. Your message shouldn’t be any longer than four or five sentences.
Not Engaging: Prospects will not respond to an email that doesn’t prompt engagement. Many salespeople end their emails with some version of, “Please let me know if I can be of service…” This is weak. End every email with an engaging question that will be easy for your prospect to answer. For example, if you are offering to send the prospect a book, try asking, “What’s the best address to send the book to?”
Marc Wayshak is author of the book Game Plan Selling and a sales keynote speaker.