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10 tips for using email to win new business part 1

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10 tips for using email to win new business part 1

  1. 1. Inside Sales Series10 Tips for Using Email to win New Business (Part 1)From Evolve Consultants on October 26, 2012. By David MaloneToday’s inside sales professional needs to use a variety of prospectingactivities to get the attention and interest of the sales target. One such tool isemail. Email offer’s the Inside seller many advantages. Email bypasses thegatekeeper. Email is cost effective. Ultimately, email affords the inside sellerthe ability to tailor a very specific towards each individual sales target.However, many sellers spend very little time planning and crafting their salesemails. All too often the result is a generically written sales pitch which rarelygrabs 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 noticedand get you a better chance of winning that all important conversation withthat sales target.1. Tailor every message - Get an angleGeneric emails get deleted. The angle you take in your email must besomething that is an issue, challenge or a priority for the sales target. Findsomething topical in their world that will make your offering more appealing tothem.Tip: Look at their website, their blog, and their press releases for ideas forangles.2. The subject line determines whether the target will read your emailEveryday your sales target gets lots of emails. They are mostly unsolicited,poorly written, and from sellers just like you. We all have become immunethese sensationally phrased email offers promising to solve all our woes. If it
  2. 2. Inside Sales Seriessounds too good to be true – then we delete the email. Remember, yoursubject 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 introductionKeep your message short and simple. Keep your email to three paragraphscomprising 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 sentenceshould link the introducer to you and the person you are targeting.4. Paragraph two (Sentence 3 & 4) – The reason or angleThe second paragraph should focus on the issue or business challenge thatyou have identified. The third sentence should outline your reasons for contacting the salestarget The fourth sentence should state what outcome you want from the email
  3. 3. Inside Sales Series5. Paragraph three (Sentence 5 & 6) – The Social proofThe third paragraph should contain the reassurance / social proof as to whereelse you have delivered similar types of results for other customers. The fifth sentence should present relevant examples of results the salestarget might expect from your product or service (Supported with appropriateindustry examples) The sixth and final sentence should suggest how you will follow up on thisemail.Example:1– Hello Simon, this is Jonny Kellett from Acme Power Supply2– 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

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