An Effective Sales Email Cadence: More Than Just Timing
Email Cadence vs. Conversational Cadence
There’s a difference between your email’s delivery timing and the speed at which you move discussion forward. Be aware, when your email arrives does matter — especially to kick-start the discussion.
But beyond your initial response the speed of discussion is critical to quickly qualifying the discussion.
When starting an email discussion with a provocation, be brief and blunt. Once you've earned the reply go S-L-O-W. Don't rush into talking about yourself, your solution, your clients ... you-you-you.
Instead, ask buyers direct questions that qualify further discussion.
Avoid Biased Questions
But be careful — biased questions (designed to give you insights about the client) often reveal biased answers. If a client sees your question as one that serves YOU more than them ... that's a big problem.
You don't want clients giving you answers they think you want — for your reasons. Instead, ask unbiased questions as a means to help the prospect:
- Surface hidden pains they (personally) don't have direct exposure to
- Reveal who other decision makers are without fear of you pouncing on them
- Find their own answers hidden in their thoughts
These kinds of questions focus the prospect inward, on themselves. This reveals their own concerns, fears and internal processes — each of which are useful to you in a way that doesn't make you look self-serving.
Once you have the conversation started focus on:
- Guiding it, allowing prospects to drive the kind and pacing of contact
- Holding back information (sometimes against your instinct)
- Keeping discussion alive (when they go dark) … yet being at peace with lost leads
- Creating a set of useful responses based on issues/pains/worries/goals
A Good Sales Email Cadence Filters Prospects
The power of a good sales email cadence is obvious. But a good conversational cadence is even better because it helps your prospects qualify or disqualify themselves.
Making this happen is easy when using a scientifically proven communications technique.
Here's what it looks like:
- Use email as a means to grab attention — spark curiosity.
- Once you have that curiosity, keep it going. Once the customer replies asking for more details, give a few more — but only enough detail to temporarily satisfy their curiosity.
- This "give-and-take" can span two, five or even seven emails.
Within this series of messages, we create tension — wherein the customer is tempted to short-circuit the email exchange and request a meeting. Thus, your exchange of emails is a faster way to qualify the customer. The potential buyer qualifies themselves, via email, rather than you wasting precious time on the phone.