Writing Effective InMail and Sales Emails: Don't Ask for the Appointment
Here's my best tip on writing effective sales emails or LinkedIn InMail messages: Don't ask for the appointment. Instead, earn permission for a discussion. Then, execute it (via email) in a way that creates an urge in the prospect to ask you for the appointment.
Sound crazy? Sound too difficult? It's not. I'll even give you a template.
Asking for Appointments Destroys Response Rates
"Any time you begin your sale with an attempt to get an appointment, you are being rejected by approximately 90 percent to 97 percent of perfectly good prospects," said Sharon Drew Morgen, inventor of the Buying Facilitation method.
That's because most buyers don't know exactly what they need. Or they do have a need but aren't ready to buy yet. Other buyers have not yet assembled the decision-making team.
Setting an appointment with a seller will happen—but not with you.
Because you asked for it (too early).
The Goal of Your Email or InMail Is Permission
The goal of your "first touch" message is to earn the right to have a discussion. Nothing else. It's exactly like an effective cold call.
It's a LinkedIn InMail best practice most sales reps don't know about. It also works with standard email and is surprisingly simple.
Start writing in a way that gets buyers
- affirming ("yes, I will be acting on this") and eventually
- inquiring ("can you tell me more about that?")
The goal of your email or InMail is to earn the right to step up to the plate—not swing for the wall.
Slow Down Your 'First Touch'
I recently diagnosed and treated an ineffective InMail message example on recent DMIQ Brunch & Learn webinar, "How to Write Effective Email and LinkedIn Messages that Boost Response."
In the message, the sales rep is going for the kill. Big mistake. He sent me an InMail message asking me to: