Episode 98, The Perfect email that a new target customer will open!

Lisa Thal is an Author, Speaker, and Business Coach.  Simplify Your Sales meetings. She wrote the book "Three Word Meetings."  Lisa coaches leaders on simplifying sales and business meetings with fun and interesting 3-word  topics to get your sales team motivated and inspired.  She has over 34 years of marketing, sales, and leadership experience.

 

Episode 98, You will learn how to write the perfect email when targeting new customers.

 

In episode 97, Mastering the Meeting, we discussed a strategy of what to say when calling on new accounts if you missed it due to being on Spring Break or a much-needed vacation, a great episode to listen to revisit.

 

I thought it would be a great follow-up podcast to discuss what you do if you cannot connect via the phone. I would think most of you listening would say, attempt two is sending an email. The question is, have you perfected the best method when sending your email?

 

Let's think about emails you receive. Which ones do you tend to open? I guess that you click on the emails that mean something to you? An email that will add value to your life. It saves you time, saves you money, or solves a problem your experiencing.

 

This is the same process our new customer targets go through as well. How can you be more successful in getting them to open your email so you can share with them a solution your products or service can provide.

 

But remember, it takes about eight attempts today to connect with a decision-maker. You always have to be prepared as to what to say, whether it's voicemail or email. We don't want to miss that one opportunity. I have researched for us as the best email approach to use.

 

See, your message matters! In my opinion, Caryn Kopp from Kopp Consulting has a proven sequence she uses when making calls to CEO's.

 

Many of you listening may be targeting CEOs, CMOS', Marketing Directors, or Business Owners. It all comes down to six sentences! I want to share an example of what Caryn would write in an email when targeting companies that want to reach CEO's.

 

"Hi, this is Caryn Kopp from Kopp Consulting. We do new business development, and we can help get you initial meetings with your most important prospects. In fact, one of our clients was recently awarded a place on the Profit 100 list. They grew over 100% in the last three years and credited our Door Opener Service® for landing large national accounts. If this kind of growth is important to you, let's find time to talk about how we can help you as well. Please call me at 908-781-7546, and I'll speak with you soon."

 

Let's take a look at each sentence so you can model her success to help you be more prepared when sending your email.

 

Sentence One

In the first sentence, state your name and your company name. This information is crucial because if the listener deletes the message right after that, you still create awareness and an impression for you and your company, which is essential.

 

Sentence Two

Next, explain exactly what you do using language that is relevant and compelling to your potential client. This is your hook. It is also one area where she says sellers make mistakes. Avoid industry jargon and fluffy, vanilla phrases (e.g., "best in class"), creating a disconnect with prospects. A word or phrase that is meaningful to you isn't always as meaningful to them.

 

Sentence Three and Four

The third and fourth sentences are your statement of expertise and credibility. When developing these phrases, ask yourself: Why would decision-makers want the meeting? What is it about what I do that would benefit them that they would willingly make time on their busy calendars to discuss how I can make their lives better?

 

Sentence Five

Now it's time for the call to action. What do you want? Do you want a 15-minute phone conversation? Do you want a meeting? Do you want a returned phone call? Be specific in your ask.

 

Sentence Six

Last, give your phone number, conversationally—no need to repeat it. Put spaces in-between the digits and then say whatever goodbye is most comfortable for you.

 

Here's is a tip before sending your first email. Once you know what you are going to say, leave yourself a few voicemails for practice. Remember this formula: Language + delivery = outcome. In addition to being conversational in your delivery, it's important to vary your messages over time. You cannot leave the same voicemail a second time for the same person. As time goes on, add more information that also makes an impact.

 

I encourage you to walk through this strategy with your team in your next sales meeting. Discover the best approach to closing the attempts it takes to get in front of the correct accounts and decision-makers.

 

Stay with your conversational script and remember that you may leave 20-30 voicemails in a day; your prospect hears only one of yours. Make your message Matters!

 

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If your company needs help opening doors to CEO's give Caryn Kopp Consulting a call to learn more .http://www.koppconsultingusa.com