Note from the Editors: The marginal cost of sending an email is zero. Barb’s tip helps overcome a common problem in email and calling technique where lazy salespeople send out generic messages with no likelihood of getting meetings.
Today’s salespeople have a variety of communication channels available to help them reach prospects. Unfortunately, some sellers haven’t gotten the memo that we are long past the days of simply broadcasting a generic pitch.
Technology has given rise to false expectations and laziness. Sending 100 emails to the wrong people with the wrong message is not an effective prospecting strategy. Leaving random phone messages isn’t either.
A few tips for sellers in how to engage their prospects more effectively to secure meetings:
- Target the message to the right buyer and focus on what they care about, not what you want to sell.
- Check your facts. I don’t run an entertainment company, as one sales email suggested and the sales rep should know that.
- Check the grammar and spelling. Starting the first sentence of the email with “anyways” is not the way to make a positive impressi on.
- Don’t use jargon that only people in your company understand.
- Get the person’s name right.
- Stop asking people to visit your website to learn more and “get back to me if I can answer any questions”. It’s lazy and presumes your prospect has the time to do your sales job.
- Make sure the customer examples used are relevant. Pitching a small business? Don’t say “there is a reason why McKesson and Bain Capital” use our product. Using McKesson as a customer example isn’t relevant to a small business owner. They will only conclude that you don’t understand small business and they can’t afford what you sell anyway.
Here’s what a Sales Manager at a client account told me, “I have to say that since you instructed us not to send out generic messages and invites (without personalizing), my meeting acceptance rates and speed has drastically improved.”
Remember… Poorly written emails and inarticulate voicemail messages are killing your sales opportunities, and you probably don’t even know it.
Put these tips into action and see your meeting acceptance rates soar.
About Barb Giamanco:
Barbara Giamanco heads up Social Centered Selling and serves as Nimble’s Chief Customer Ambassador. She is a globally recognized expert in Social Selling, Social Media Marketing and Social Business. She’s the co-author of The New Handshake: Sales Meets Social Media and the Harvard Business Review article Tweet Me, Friend Me, Make Me Buy. Barb’s blog is a Top 50 Sales and Marketing winner. She was named a Top 10 Influential Leader in Sales for the 3rd year running, a Top 25 Sales Influencer on Twitter and one of Top Sales World’s Top 50 Sales and Marketing Influencers. A former Microsoft Sales Director, Barb has sold $1B in products and services throughout her career.