1. Inside Sales Series
10 Tips for Using Email to win New Business (Part 1)
From Evolve Consultants on October 26, 2012. By David Malone
Today’s inside sales professional needs to use a variety of prospecting
activities to get the attention and interest of the sales target. One such tool is
email. Email offer’s the Inside seller many advantages. Email bypasses the
gatekeeper. Email is cost effective. Ultimately, email affords the inside seller
the ability to tailor a very specific towards each individual sales target.
However, many sellers spend very little time planning and crafting their sales
emails. All too often the result is a generically written sales pitch which rarely
grabs the attention and interest of the sales target. Sound familiar?
In this two part article, I will outline ten steps that will get your emails noticed
and get you a better chance of winning that all important conversation with
that sales target.
1. Tailor every message - Get an angle
Generic emails get deleted. The angle you take in your email must be
something that is an issue, challenge or a priority for the sales target. Find
something topical in their world that will make your offering more appealing to
them.
Tip: Look at their website, their blog, and their press releases for ideas for
angles.
2. The subject line determines whether the target will read your email
Everyday your sales target gets lots of emails. They are mostly unsolicited,
poorly written, and from sellers just like you. We all have become immune
these sensationally phrased email offers promising to solve all our woes. If it

2. Inside Sales Series
sounds too good to be true – then we delete the email. Remember, your
subject line should be
Short and to the point. (Less than 10 words)
Focused on a result or outcome that is important to the sales target.
Written from the sales target’s perspective not yours.
Example: ‘Evolve helps ABC Limited increase sales in 2013’.
3. Paragraph one (Sentence 1 & 2 ) – The introduction
Keep your message short and simple. Keep your email to three paragraphs
comprising of no more than six sentences.
The purpose of the first two sentences in paragraph one is as follows -
Your first sentence should introduce yourself and your company.
If the basis for the email is a referral or introduction, the second sentence
should link the introducer to you and the person you are targeting.
4. Paragraph two (Sentence 3 & 4) – The reason or angle
The second paragraph should focus on the issue or business challenge that
you have identified.
The third sentence should outline your reasons for contacting the sales
target
The fourth sentence should state what outcome you want from the email

3. Inside Sales Series
5. Paragraph three (Sentence 5 & 6) – The Social proof
The third paragraph should contain the reassurance / social proof as to where
else you have delivered similar types of results for other customers.
The fifth sentence should present relevant examples of results the sales
target might expect from your product or service (Supported with appropriate
industry examples)
The sixth and final sentence should suggest how you will follow up on this
email.
Example:
1– Hello Simon, this is Jonny Kellett from Acme Power Supply
2– Steven Jones, your former colleague from Davmir and Co, suggested I call you.
3– I am contacting you in reference to the comments you made about the ever
increasing cost of energy supply in today’s newspaper interview.
4- I’d like to schedule a phone call with you to learn more about your energy
requirements and to explore how some of our offerings might be able to reduce
your energy costs.
5- We work with three of the main players in your sector (Babble Inc, Dabble Inc,
and Gabble Inc) and we have managed to lower their bills by at least 10%.
6– I will call you tomorrow morning before 11am to find out what day will suit you
best for that exploratory phone call.
Salestippro + 353 1 853 20 75
www.evolve.ie info@evolve.ie