Killer B's: The Most Responsive Email Template
Warning: Never Ask for an Appointment
The goal of email prospecting — be it on LinkedIn via InMail or standard email — is not to get a meeting. It's to provoke a potential buyer to ask, "Can you tell me more about that?"
When you begin by trying to get an appointment you are being rejected by 90% to 97% of perfectly good prospects. So says Sharon Drew Morgen, inventor of the Buying Facilitation method. And she's got 20 years of experience to back up the statement.
Here's the rub: Most buyers don't know what they need when you email them. Or they do have a need but aren't ready to buy yet. Other buyers have not assembled the decision-making team, yet.
Don't miss out on the appointment by asking for it too early! Get in the game first. This is a LinkedIn InMail best practice and works on standard email too.
Do This Before You Press Send
If you're not getting response, you're probably not keeping it brief, blunt and basic. Use the template. Make sure each email you draft passes the 3B's test before you press send.
Be careful to not ask for too much, too fast. For example, refrain from:
- flashing your customer list, positioning or qualifying yourself;
- asking for a referral to the best contact;
- using subject lines that can be answered with a yes or no
- writing more than 4-5 sentences in your 'first touch' message
- using the word "I" in your first sentence.
Don't forget to:
- ask for a pain or goal-focused conversation to take place
- spark prospects' curiosity about your ability to help relive the pain or reach a goal faster.
Use words to provoke a, "Can you tell me more?" from a potential buyer. Use the chance to push on a pain point — or surface an unknown fact the prospect needs to know about (before they can make an informed decision).