The idea is to help the potential buyer guide you … so you can, again, make the best response, to move forward.

​Here's the crazy part. They will tell you how to respond in each message. Literally.

But only if you let them. Here's how it's done. In your second message:

1. Ask them to talk more about their situation. 
   This helps build a conversation about what is most important to them—not what you’re selling. Show the prospect you only want to talk about them (for now). Write the second email in a way that helps the other side feel safe. Help them to vent frustration, fear or excitement about what’s important to them—at this exact moment.
   
2. Reveal “just enough” about what you have in mind to keep them curious about where you're going with this.
   This helps the buyer become more open to being curious about your solution. Even if they may not (yet) realize they need what you’re offering.
   

Come learn how to do this in our next Email Writing Workshop. It's online, fun and super-helpful. It's a Clinic.

Over-focus on a pain/goal (not the appointment)

In Connor’s case, the prospect responded by asking about investment options. That’s what Connor sells. He used a “near-term buying first-touch” approach. And the buyer is curious about his solution to the problem. Success!

However, this can be a dangerous situation.

The best way forward in the “second touch” email is over-focusing on the prospect. Here’s what I mean.

In Connor’s case, the buyer is opening the door to talk about his solution, the product. However, it’s best to resist this temptation. And never ask for the meeting via email.

Instead, attract the appointment to you. This is how to make email work for you. (not the other way around!)

To earn another reply, ask one brief but purposeful question. Two max. This will prompt your reader to reply in a way that qualifies the lead. It also helps you know how, exactly, to respond and move the discussion forward.

For example, Connor should reply,

“I will be glad to talk options, ___ [first name]. But I need to know more about you, please, to help. Are you invested in CD’s, bonds (low rate options) now? Are you doing everything possible to protect yourself from outliving your retirement savings?”

Also, notice above how Connor plants a seed of doubt in the mind of the prospect in the final sentence. This helps the prospect want to hit reply without delay—telling Connor what is on their mind right now about protecting themselves.

That’s Step 1 of how to earn a sales appointment via email.

Trigger an avalanche

New customer prospects will actually tell you what will (eventually) trigger them to buy. Sometimes in the second email you receive from them. Choosing your words carefully will trigger what we call an avalanche response. You’ll get a bunch of information back, fast.

The goal of your second email message is not to pitch your wares nor set an appointment. Instead, it is to:

1. earn another reply, (keep it very short!)
2. trigger an “avalanche” response, (allow your buyer to become emotional)
3. pin-point the buyer’s exact pain or objective. (so you can address it)

By identifying what matters most to the buyer you’ll know exactly how to reply.

You’ll do so in a way that builds credibility and curiosity in your solution. Remember: An emotional reply from a prospect validates how important a given issue may be to them. Additional curiosity (more questions) indicates the lead is a good one.

Want to learn how to do this -- out of habit? Come learn how in our next Email Writing Workshop. It's a lot of fun.

Predictable, repeatable (enjoyable!)

Bottom line: Your second email message should produce response that qualifies the lead. Try to trigger an avalanche by tapping into the emotional element. Each reply a prospect sends you should be telling you exactly what to talk about in your next email message.

In your replies, always answer questions the prospect asks—but do so in ways that create more questions in their minds.

Hold a little back. This helps create more curiosity. This helps attract the appointment to you.

The buyer will see the appointment as a way to short-circuit all of this emailing. He or she will want to get right to the point with you.

Structure the way you reply. Be deliberate about it.

Don’t be coy. This isn’t about trickery or dangling a carrot in a way that will annoy the prospect. Be direct and specific. Yet hold back on the details. This will help your prospect feel an urge to ask you about them.