Killer B's: The Most Responsive Email Template
When prospecting using email or LinkedIn InMail, don't ask for an appointment. Don't lose track of a more important, basic goal: Earning permission to start a dialogue. It seems obvious, but in practice we often veer away from this goal, sometimes within the first few sentences of the communication. We say too much, too fast to the prospect — and cloud the request for permission.
So here's the best, most responsive email template for sales introductions I know of. Actually, it's more like a formula than cut-and-paste template. Will it work for you, in your setting? Yes. Because it's built for flexibility.
I was inspired by Greg Ciotti when creating this approach and share it frequently with my training students.
Greg says, "If there is one thing that busy people value above all else, it's brevity."
Killer B's: Brief, Blunt & Basic
It's a common sense, effective template: Being brief, blunt and basic. Yet few of us practice it. And that's a huge mistake. Because buyers scan their inboxes the same way. No exceptions. They want to know:
- Who is emailing me? (Is this spam?)
- What do they want?
- How long will this take?
By addressing this reality head-on you'll get yourself heard and responded to more often.
Why the 3 B's Template Works
This approach generates response because it mixes cold-call best practices with effective copywriting. This technique gives you an effective, repeatable way to get buyers:
- Affirming ("Yes, I need to act on this.") or
- Inquiring ("Can you tell me more about that?")
By earning affirmation or an inquiry you'll get response plus details about the prospect. For example, you'll learn when they'll be ready for an appointment, who is on the decision-making team or what stage of decision-making they're in. You'll get all of this if you're brief, blunt and basic. Be quick, get to the point and don't confuse them.