It's obvious. So obvious. But are you doing it?

Is your email different? 

Is it provocative?​ Does it spark curiosity?

Is your first touch email ...

• four to seven (max) sentences?
• focused exclusively on them, without referencing yourself, your customers or benefits?
• avoiding asking for a meeting?
• devoid of Web links or PDF attachments? 

Is your first message structured... copywritten... to earn permission for a discussion?  

The 3 reasons prospects don't reply

Here's what my students are reporting lately.

Most prospecting email's fail to break-the-ice and earn replies because they:

In 95% of the cases I see, buyers aren't responding because the goal of the email sender is focused on earning a meeting. Everything (bad) flows from this flawed objective.

Instead, think in terms of provoking a short discussion ... that MIGHT (if needed) lead to a meeting. 

Then, conduct the conversation (via email) in a way that creates an urge in good prospects ... to ask you for the appointment. Poor prospects will fall away.

All because of how you structured words.

Write subject lines this way

Focus your subject lines on creating a tension. Yes, tension.

Tension creates curiosity.

The job of your subject line is to create curiosity about what's inside the message. Nothing more.

Don't focus on pain points. If you do, you'll blend in with the pack. EVERYONE is doing this. Trust me. Avoid it.​

Don't be cute. This always causes trouble. And b

Be careful about using first names in subject lines. This is often a signal of "fake personalization." Some buyers are VERY savvy to mail merged spam!

Make your subject line:

• Familiar sounding yet also vague (don't be too specific)
• Provocative ... a little bit wierd ... yet credible
• As short as possible (2-4 words is best) 

Never, ever trick with your subject lines. Don't try, "help please?" or "question about ___ [company name]." This risks irritating your prospect. A plea for help could be interpreted as a needy customer.  Be careful.

Also, never ever ask for what you want in the subject line. (e.g. can we talk?)​ NEVER ask a yes/no. 

Eliminate self-talk

This is perhaps the most difficult task. But I know you're up for it. 

Here is a quick example of a "before and after" from a student I helped recently.​ Pay attention to all the self-talk in the BEFORE below ... and how desperate John sounds when he says, "I would love to give you a quick intro to the service" then asks for the call TOO SOON.

While the "after" message is longer it is focused 110% on the buyer.

Notice how it:

• Asks the prospect to consider his/her current situation (this helps "grab" attention in a personal way)​
• Vividly provides unwanted examples of what the buyer is probably experiencing right now
  (rather than focusing on product benefits)
• Is hyper-focused on construction companies
• Signals this is not spammy/random... "based on my quick research of your company"
• Asks if the prospect is open-minded about a better way of dealing with the problem
• Uses trigger words "unusual but effective"
  (helping the reader become curious about "what's so unusual?")
• Acknowledges the customer's right to choose to reply or not ... this disarms buyers psychologically

Want to learn these techniques and more ... and start practicing them with me?

​

I'll guide you in a workshop next week.

Asking for appointments kills response rates

When you begin trying for an appointment you will be rejected by 90 – 97% of perfectly good prospects. I learned this from my hero, Sharon Drew Morgen. She's the inventor of the Buying Facilitation® method.  

Most buyers don’t know precisely what they need when you email them. Or—if they do have a need—they aren't ready to buy yet. For example, if it's a complex purchase, they have not assembled the decision-making team

Yet.

Setting an appointment with a seller will happen—but not with you.

Because you asked for it (too early).

Instead, hold a little back. This helps create curiosity. This helps attract the appointment to you.

The buyer will see the appointment as a way to short-circuit all the emailing.  

What you should do first, instead

The goal of your first InMail / email message is permission + curiosity.

Make this your ONLY objective. Nothing else. It’s a lot like an effective cold call.

Want to learn these techniques and more ... and start practicing them with me? I'll guide you in a workshop next week.

Remember the "Killer B's"

Keep your first touch emails brief, blunt & basic.

Getting more response and appointments will start happening for you. Follow my lead. But it will only happen when you help prospects feel curious about how you can help them solve a problem, relieve a pain, avoid a risk or fast-track a goal.

Start by using your first message to provoke a, “can you tell me more?” from a potential buyer.

Use the chance to push on a pain—or surface an unknown fact the prospect needs to know about before they can make an informed decision.

Get on the radar of your decision-maker by asking for permission to facilitate discussion.

This is what we learn how to do in our workshop next week.

Do you have questions about making this technique “come alive” for you or your sales team? Let me know!

To your success,

Jeff Molander

Photo credit: Nata luna sans