Sell Chief Executives With This Email/InMail Template (Part 3 of 3)
The "experts" say executive officers aren't open to being pitched via email and LinkedIn InMail. But they're wrong. You can you spark conversations with chief executives. Discussions about them. Their pains, fears and ambitions ... and bold public statements they make. Then, gently ask permission to connect that discussion to a new solution-what you sell.
You'll get some yeses and some nos. It's all part of an effective, repeatable social selling process.
Hyperpersonalize: An Effective InMail Template
Many of my students are brilliant. They take a bit of wisdom I give and run with it. Recently, my student Sam combined one of my InMail copywriting approaches with a hyperpersonalization technique: Using email recipients' own public statements.
This approach stops busy chief executives in their tracks, and gets them to reply to his emails.
Let's have a look at Sam's practice so you can give it a try. I'll turn it into a email/InMail template of sorts.
Follow These Guidelines
Sam crafts a handful of short email messages for testing using a few guidelines. He writes messages that:
- Are three to four sentences long maximum.
- Apply the words "I" or "my" minimally.
- Quote and compliments the chief executive in context of a hot industry issue.
- Align that meaningful quote with a conversation he would like to initiate.
- Ask for a brief email exchange to qualify a larger phone or face-to-face meeting.
The approach works. Because it is so personal, so authentic it busts through gatekeepers whose job it is to block unsolicited emails from pouring in.
It gets seemingly unreachable executives to invite discussions about issues that (ultimately) relate to what Sam is selling.
An Effective Email Template
My student, Sam, is a real person. He asked me to avoid sharing his full identity for competitive reasons. But he wants to help others, so I'll describe his technique in a way you can copy. However, please don't copy this template verbatim. Use your creativity and experiment with variations on words.