An Email Sales Sequence That Works
Today's most productive digital (inside) sales professionals are using email to uncover new customer leads. When combined with phone prospecting, direct mail, LinkedIn and social listening, email can earn more meetings — faster — with qualified prospects.
Whether you're using LinkedIn's InMail and/or standard email the process is one of provoking curiosity.
It's a three-step methodology:
- break the ice (grab attention)
- earn a conversation (spark curiosity)
- provoke a response (earn an invitation to converse)
It's a repeatable methodology that works consistently as a “first touch” email tactic. But what about beyond the first touch?
The best sequence of email messages to send after the prospect says, “I'm interested” is a sequence of questions that further qualifies your eventual meeting.
Success Is NOT About More Meetings, Faster
Before we discuss effective email sales sequences, you need to know the truth: Your objective as an inside or field sales rep should not be more meetings faster. It must be more qualified meetings faster. There's a difference. Don't miss it.
Yes, I realize most inside sales professionals are measured on dials, emails sent, responses gained and appointments set. I also realize most sales reps aren't worth their keep. Same goes for sales managers. Most don't get the job done.
Those who do ... the top performers ... they know the goal: Use digital tools to get more meetings, faster, with leads they have a better chance at closing.
It's last part that separates the top 5 percent of earners from the rest of the pack. Consider upgrading your goal. Push yourself. Don't just gun for more meetings.
Aim for more meetings with better prospects.
They're Interested, Now What?!
What sequence of email messages works, once a prospect invites you to discuss their pain or goal? What's the best cadence and message strategy to use? The answer may surprise you.
Less is more.
It sounds trite so let me explain. The most common mistake sellers are making with email (when prospecting) is sharing too much information, too fast. I've discussed this before in context of the first touch email message when trying to break-the-ice with buyers. But the problem is more common in the follow-up email sequences sellers are using.
Said bluntly, when invited to talk about our solutions, most sellers fire away.
We send information about what we're selling — rather than further qualifying the prospect to explore if there's a fit.
When potential clients reply, we are often quick to celebrate. Success! Because we are thrilled at the chance to converse with the buyer.
We tend to fire off emails with a list of benefits, customer lists and a few dates to meet for a demo, etc.