The topic for this week’s best practice focuses on the first few sentences of a cold prospecting message.
“What is the best message to use?” is probably the most frequently asked question for us here at Alyce (and rightfully so). We all fall victim to being the recipient of horrible sales emails (come on, admit it)! The last thing we want is for our team to be one’s sending these annoying emails.
We’ve spoken to thousands of recipients and a few common themes were identified. Here are a few quick points to consider when it comes to the opening of your cold prospect message that ties directly back to Cialdini’s principles.
1 Start with Reciprocity
“You’ll scratch my back; I’ll scratch yours.”
Bad Example: “Hi Ryan, Improving customer retention by even a small percentage drives topline revenue growth and overall profitability. Keeping your sales team on task, and efficient will do the same.”
Good Example: “Your time is valuable and we respect that. We’d like to offer you an exclusive gift in exchange for 20 minutes to discuss how …
Stand out by truly connecting with your prospect. Show that you took time to research them and you care enough to actually start building a relationship.
Bad Example: “Hi Ryan, I’m emailing to see if what we do to double new business for tech services companies can help your team.”
Good Example: “Things must be crazy over at ACME. When things are crazy for me I like to unwind with a glass of wine and based on your most recent Linkedin post, you do too! Please accept this gift as a thank you in advance for your time to speak with me about your current account based marketing strategy.”
3 Create Consistency
Craft headlines and value propositions that speak directly to that person’s desires.
Bad Example: “Ryan, I’ve reached out a couple times, but I haven’t heard back. I’d appreciate a response to my email below.”
Good Example: “If only your direct mail process was as efficient as the Pittsburgh Steelers offense! … Oh, but it can be. I’d love to speak with you about your current ABM direct mail process and figured I’d loop in your favorite team to help connect the dots here!”
At the end of the day, we are all human and we all have interests. An impersonal message simply pushing your company’s elevator pitch will never convert well. Take the time to speak to folks like a real person. Take the time to connect with them. And don’t be afraid to invest a few bucks into the effort. It will make it easier for them to invest in you.
I really hope this helps!
Have some suggestions that you have seen work well? We’d love to hear them!