In spite of the fact that it is still the leading sales method in large companies, small businesses move away from it at a fast pace.
What they switch towards is using cold call email. In this article I want to outline to you what email cold calling is and how you can use it in your sales.
What is cold call email
Since email cold calling is still a relatively new sales technique, there doesn’t seem to be any official definition yet. Therefore, for the purpose of this email I will resort to my own understanding of it.
In short, email cold call is, as the name suggests, email equivalent of cold calling.
In this method, instead of ringing your prospects out of the blue, you send them an email message.
There are certain benefits of email cold calling:
1. Your email can be tailored for the person you are sending it to. It can contain all the information the person would be looking for to make up their mind and more.
2. Email cold calling allows you to contact fewer people with a much greater result than traditional cold calling.
3. Cold call email is also less intrusive. Your prospect can read and act on your message when he or she wants. As a result, they are less likely to feel hostile towards you.
It’s no doubt that cold call email is the most effective way to promote a business and make more sales. However, because it is such a new technique, only few people truly know how to use it properly.
How to write a cold call email
1. Start with the recipient’s name.
One of the most common mistakes with email cold call is a lack of personalization. In reality, the only way to get the person to open the email is by making it a personal message to them. The easiest way to do that is by opening with the person’s name, as well as using it in the subject of the email.
2. Build rapport in the first sentence.
Next, you need to build some sort of rapport with your prospect, ideally in the opening sentence. Maybe you went to the same school? Or your offices are in the same area? Or perhaps you are members of the same business organization or networking group? Try to find what you have in common with the person and use it to build rapport. Your message will no longer be considered as one from a complete stranger.
3. Write in a personal tone.
You might be tempted to write a generic email to send to every one of your prospects. It might work, sure, but in reality, your prospects will probably see through it straight away. Instead, write your email to sound as if you wrote it for the very prospect only. Be personal. Naturally, you can use a template, however change it for every prospect so that it doesn’t sound too artificial.
4. Let your prospect know the benefits of using your services as early as possible.
People buy benefits, not features. If your service is going to help the prospect solve their problem, or simply make more money, let them know about it as early in your email as possible. Grab their attention by showing them what they can gain by working with you.
5. Keep it short.
Do not write an elaborate essay. Keep the email as short as possible, 2-3 paragraphs at most. We are all busy and no one has the time to read through pages of sales copy these days. Remember about that.
6. End with a request.
If you only write a plain sales letter, or state the benefits of using you, no one is going to answer. Compel your prospect to take action. The easiest way to do that is by ending with a request. This way the prospect will have to take action, even if it is only to respond to your email.
How to Overcome Sales Objections
Sales objections are the most dreaded aspect of sales, it’s a fact. Many small business owners fear the moment when their prospects start voicing their objections. This is also the time where many people fail at making a sale. The reality is though that you can use sales objections to your advantage to make a sale.
Sales objections come from one thing, your prospects fear of what is going to happen after the sale. Will your product or service deliver the results you promise? Will you be there for them after the sale, in case something goes wrong? And most importantly, what will happen to them if you don’t?
In spite of that, sales objections take many forms. They range from the well known “we have someone who does similar work for us” through a price objection to more sophisticated ones. Their root however is in the fear I mentioned above.There are certain things you can do to ensure that sales objections will not cause you any more problems in the future.
How to Overcome Sales Objections
Discover the most common objections in your industry.
If you work with a particular industry or type of clients, chances are that they have similar sales objections preventing them from buying from you. Try to discover what those are.
Once you know them, imagine what you would say if a prospect voiced one of those objections. Try to overcome them by giving reasonable answers based on reason and facts, not assumptions.
Include those answers in your presentation.
This is a well known sales trick and in fact the best way to overcome any objection. By including answers to your prospects objections you are making it impossible for them to voice them. And since they have received those answers before they were able to voice their objections, there is really nothing else for them to do but to buy.
Ensure that there are no other objections.
Quite often prospect are left stunned with a presentation that crushed their all objections and forget about one or two ones individual to them that they may have. That is why you need to ensure that there are no more objections. If you do that you can be sure that the sale is yours and most likely you won’t have any returns down the road.
What they switch towards is using cold call email. In this article I want to outline to you what email cold calling is and how you can use it in your sales.
What is cold call email
Since email cold calling is still a relatively new sales technique, there doesn’t seem to be any official definition yet. Therefore, for the purpose of this email I will resort to my own understanding of it.
In short, email cold call is, as the name suggests, email equivalent of cold calling.
In this method, instead of ringing your prospects out of the blue, you send them an email message.
There are certain benefits of email cold calling:
1. Your email can be tailored for the person you are sending it to. It can contain all the information the person would be looking for to make up their mind and more.
2. Email cold calling allows you to contact fewer people with a much greater result than traditional cold calling.
3. Cold call email is also less intrusive. Your prospect can read and act on your message when he or she wants. As a result, they are less likely to feel hostile towards you.
It’s no doubt that cold call email is the most effective way to promote a business and make more sales. However, because it is such a new technique, only few people truly know how to use it properly.
How to write a cold call email
1. Start with the recipient’s name.
One of the most common mistakes with email cold call is a lack of personalization. In reality, the only way to get the person to open the email is by making it a personal message to them. The easiest way to do that is by opening with the person’s name, as well as using it in the subject of the email.
2. Build rapport in the first sentence.
Next, you need to build some sort of rapport with your prospect, ideally in the opening sentence. Maybe you went to the same school? Or your offices are in the same area? Or perhaps you are members of the same business organization or networking group? Try to find what you have in common with the person and use it to build rapport. Your message will no longer be considered as one from a complete stranger.
3. Write in a personal tone.
You might be tempted to write a generic email to send to every one of your prospects. It might work, sure, but in reality, your prospects will probably see through it straight away. Instead, write your email to sound as if you wrote it for the very prospect only. Be personal. Naturally, you can use a template, however change it for every prospect so that it doesn’t sound too artificial.
4. Let your prospect know the benefits of using your services as early as possible.
People buy benefits, not features. If your service is going to help the prospect solve their problem, or simply make more money, let them know about it as early in your email as possible. Grab their attention by showing them what they can gain by working with you.
5. Keep it short.
Do not write an elaborate essay. Keep the email as short as possible, 2-3 paragraphs at most. We are all busy and no one has the time to read through pages of sales copy these days. Remember about that.
6. End with a request.
If you only write a plain sales letter, or state the benefits of using you, no one is going to answer. Compel your prospect to take action. The easiest way to do that is by ending with a request. This way the prospect will have to take action, even if it is only to respond to your email.
How to Overcome Sales Objections
Sales objections are the most dreaded aspect of sales, it’s a fact. Many small business owners fear the moment when their prospects start voicing their objections. This is also the time where many people fail at making a sale. The reality is though that you can use sales objections to your advantage to make a sale.
Sales objections come from one thing, your prospects fear of what is going to happen after the sale. Will your product or service deliver the results you promise? Will you be there for them after the sale, in case something goes wrong? And most importantly, what will happen to them if you don’t?
In spite of that, sales objections take many forms. They range from the well known “we have someone who does similar work for us” through a price objection to more sophisticated ones. Their root however is in the fear I mentioned above.There are certain things you can do to ensure that sales objections will not cause you any more problems in the future.
How to Overcome Sales Objections
Discover the most common objections in your industry.
If you work with a particular industry or type of clients, chances are that they have similar sales objections preventing them from buying from you. Try to discover what those are.
Once you know them, imagine what you would say if a prospect voiced one of those objections. Try to overcome them by giving reasonable answers based on reason and facts, not assumptions.
Include those answers in your presentation.
This is a well known sales trick and in fact the best way to overcome any objection. By including answers to your prospects objections you are making it impossible for them to voice them. And since they have received those answers before they were able to voice their objections, there is really nothing else for them to do but to buy.
Ensure that there are no other objections.
Quite often prospect are left stunned with a presentation that crushed their all objections and forget about one or two ones individual to them that they may have. That is why you need to ensure that there are no more objections. If you do that you can be sure that the sale is yours and most likely you won’t have any returns down the road.
