Why Your Cold Email Isn't Working
Your cold email (first-touch message) is most likely too much, too fast.
Remember, your goal is NOT to book a meeting when making first contact with a prospect. Using InMail? Standard email? Connecting on LinkedIn first?
Be warned: Asking for what you want, right away, will fail.
Instead, attract the potential buyer to asking you for the meeting, demo or face-to-face.
Get invited to discuss a challenge, fear or goal your prospect has.
This cold email strategy works best. But it takes provocation.
If you aren't provocative, you aren't getting response. Remember, your decision-maker is filtering emails on-the-go. He/she is mobile.
Be brief, blunt and provocative.
Here's how to frame what may be plaguing your email prospecting technique:
- This is a first date. The meeting will come. Trust in it. Don't rush.
attract the meeting/demo to you. This way you …
- Let customers qualify themselves — so you don't have to! This is the point of email prospecting. Scale-ability.
- You are irrelevant. All discussion about you is forbidden in email No. 1.
Dating, Filtering and Self-Qualification
Think about the last time you were on a date. Flash back. Smart daters have a secret weapon: Process.
Let's say you decide: "I want another encounter with this person." You're attracted to them. The best, most effective strategy is to help the other person ask for it.
Because their request confirms attraction to you.
Effective daters know dating is a process, systematic. The output of the system is simple: quality leads. The process filters the candidates from the lousy leads. Effective email prospecting is the same.
Make Email Filter Leads for You
Think about the two elements of a good first date:
- It's a match. You are attracted to the other person.
- Getting asked out again.
In business, the goal is identical. There are two ways to get an appointment set using email/LinkedIn InMail.
- Attract it to you (via a short but meaningful conversation).
- Ask for it directly.
Which do you prefer?