Sales Follow-up Emails: The Most Effective Formula
Earning a reply to your initial email is simple. Spark the prospect's curiosity. But what comes next? How do you follow-up effectively once invited to do so? What do you write and how — so potential buyers will reply again?
Spark their curiosity. Again. However, it's also time to hyper-target your prospect's pain, fear or goal.
It really is that simple.
Here is a real life example. I'm sharing so you can copy the technique in your setting.
Here's the gist of what works: When replying to the prospect's invitation, help the buyer want to tell you about “the conversation already going on” in their head.
This helps you build a conversation about what is most important to them — not what you're selling.
A Successful “First Touch” Email Example
One of my readers took advice (from this blog) and turned it into a response. I love when that happens.
Connor emailed me saying, “Your technique for getting permission to have a longer conversation is working great. What I would like to know is what angle I should take once permission is given... or the curiosity has sparked a response.”
Here is the exact first touch approach Connor used to earn the first response.
Subject Line: Is this a fit for you, ___ [first name]?
Savings accounts, bonds, and CD's are currently earning less then 1% while the cost of living rises at 1.7%. There are other places to allocate your resources that offer a competitive rate while retaining a low risk mindset for your savings and also provide tax advantages.
In the interest of time would a short email conversation makes sense? Let me know what you decide, _____ [first name]?
Thanks for considering,
The prospect responded with, “Yes that is something I would be interested in discussing. What type of investment options do you offer?”