Cold Email Prospecting: Getting Busy Buyers to Reply
No theory, just what I've learned along side my most creative, diligent customers. Here is a practical way to diagnose and fix your cold email templates. Fast.
Avoid the Most Common Mistakes
It's obvious. So obvious. But are you doing it?
Is your email different?
Is it provocative? Does it spark curiosity in a way that is hyper-focused on the buyer?
You'll fail every time — unless your first touch email is:
- under 10 sentences
- focused exclusively on the buyer (not referencing yourself, nor current clients, nor benefits)
- not asking for a meeting
- without Web links or PDF attachments
Is your first message structured — written — to earn permission for a discussion?
The 3 Reasons Prospects Don't Reply
Most cold email templates fail to break-the-ice and earn replies because they:
- Have subject lines that telegraph what's inside (never get opened).
- Contain messages focusing on the seller (often pretending to be personalized).
- Ask for a meeting and share a Web link or PDF (distracting them from replying).
In 95 percent of cases I see, buyers aren't responding because the goal of the email sender is focused on earning a meeting. If you're selling a complex B-to-B product or service, practicing challenger selling, or if closing takes months beware: Do not ask for the meeting in your first touch.
Everything (bad) flows from this flawed objective.
Instead, think in terms of provoking a short discussion ... that might (if needed) lead to a meeting.
Then, conduct the conversation (via email) in a way that creates an urge in good prospects... to ask you for the appointment. Poor prospects will fall away. They will self qualify/disqualify themselves.
All because of how you structured words ... how well you copywrite.