Are you "blasting" prospects:

Let's say you're aiming to start a conversation with an executive decision-maker. You sell a product or service that takes time, involves "consultative selling," probably requires a few yeses. Your biggest enemy is the status quo.

Starting a conversation with email can happen. I've seen it.

But chief executives and VPs are suffering from inbox saturation. Mostly from SDR/BDRs (sales & business development reps) who's approach is ... obnoxious.

Moreover, their "technique" (which really isn't) is not effective at starting conversations. 

​Long, non-personalized messages that push meetings using "blasts" that "push on pains" are not good conversation-starters. Yet we see them all the time.

The goal of your cold email is to provoke a reaction--that leads to a short conversation, qualifying a longer one... or not. No is a great an​swer too.

The goal is not to get referred. It's not to set a date for a demo or meeting. These are what I mean by pushy.

Before pressing send make sure your email:

• contains a first paragraph proving you researched the prospect
• takes 10 seconds or less to read
• does not ask for a meeting
• contains a provocation, likely to trigger a reply asking for clarification

Calling on C-suite executives comfortable with the status quo? Generating a conversation with these people takes more than a "blast."

It takes a personalized message that is short (and provocative) enough to attract the prospect.

Don't push, pull. Attract. Provoke a discussion about a meeting. Don't ask for one.

Want the sale. Don't need it. Show your prospect you don't need it. Shift the tone of your cold email by shifting your mindset. This helps you avoid writing in ways that subconsciously communicate "I'm desperate for your business."

Don't think you're doing that? Hear me out.

Some of my best students avoid these words like the plague:

• Please
• Love
• Looking forward to
• Hope

Each one of these weak words adds up. Every word counts. The more weak words used the more you help readers feel how much you need the sale.

The more weak you sound the less attractive you become. Talk about yourself too much? Heh. Double-trouble. Weak words + self-centered? You're killing you chances.

Just like on a first date.

Think about it this way: If a prospect truly believed your solution could double their productivity or increase revenue by 30% would they delete your message?

No. They would immediately hit pause (on what they're doing) and make time.

Every.

Word.

Counts.

When a prospect deletes you they actually mean, "this isn’t worth a moment of my time."  

Because you convinced them it wasn't ... often by using weak words.

Time is another element where your words demonstrate lack of respect. Often unknowingly. Do you ever use these phrases?

• As you probably realize ...
• Again ...
• Obviously ...
• As I mentioned earlier ...

These are all words that communicate, "I'm about to waste your time" to your reader. "I'm about to tell you something you already know." Or "I'm about to repeat myself."

Or "I'm about to tell you something obvious."

People don't have time for you -- when you signal "I'm good at wasting your time." Your words are powerful. Keep this in mind.

And next time someone tells you, "but that's just writing how you speak" smack them upside the head. That's how average people talk. With email you've got to be way, WAY above average.

Impossible you say? Pffft I say to you! Come join a small group of ... well ... word geeks. Brave sellers who want to strengthen our writing. C'mon, it's fun! 

As a sales person, your goal isn’t to convince the prospect to talk with you ... that speaking would be smart. The goal is for the prospect to convince themselves talking with you is smart ... if, in fact, it is.

Stop trying to persuade. Everyone hates strangers who try to persuade them ... especially in an email. Just like on a first date. If the other person starts trying to persuade you? INSTANT turn-off. Right? 

Are your cold emails and voicemail messages helping buyers feel an urge to ask for more clarity? Are your follow-ons helping them reach conclusions on their own -- rather than try to convince?

That's different, powerful. Strong.

Don't try to persuade the prospect you are credible. I hear this all the time from students. You do not need to start building credibility in the first touch email. It's too soon for that.

I know experts say, "you've got to write something convincing them to reply..." and "you've got to appear credible to earn the response."

No you don't.

You have to be provocative. Credibility comes later -- when a top decision-maker is considering doing business with you. You don't need to have credibility to initiate a short conversation about a longer one.

You need to be provocative.

The problem with using words that posture is ... well ... you're posturing. You're trying to appear credible to someone you don't know. And that never works in email, nor in general, when you talk about yourself.

When we try to appear credible we actually "signal" to strangers:

- I have my own agenda

- I am out to convince you

- I know you won't believe me, so I'll bring in 3rd parties to prove it (your research report, your Gartner praise, etc.)

© Communications Edge Inc.. All rights reserved. InMail® is a registered trademark of LinkedIn® Corporation. This site and the products and services offered on this site are not associated, affiliated, endorsed, or sponsored by Linkedin, nor have they been reviewed, tested or certified by LinkedIn.

Privacy Policy  |  Terms of Service  |  Contact Jeff