Team Alpha 375

5 Secrets + Bonus to Get People to Take Action on Your Prospecting Emails

Is there anything more frustrating than getting no response — nothing — from customers and prospects? Apply these 5 secrets from Power Sales Writing: Second Edition and only your competition will be saying:
"He won't answer my email."
"She won't agree to an appointment."
"No matter what I do, I can't get them to respond."
1. Be more appealing. There is a huge difference between writing, "I can help you with XYZ," and "you can be more successful with XYZ." Do you see it? The first statement focuses on what you, the sales person, can do, and the other on what the buyer gets. This is way more than nuance —- it's proven to work! Most sales professionals are so passionate about what they sell that they think they're being appealing when they write: "Here's what I can do for you," "I'd like to introduce myself," "How can I earn your business?" Each of those statements is about the writer, not the buyer! Be passionate about the other person's success. Make it clear that you're writing about their success and not about what you want. Make this one simple change and you'll transform your emails into revenue-driving machines! Want examples you can use? Keep reading.
2. Don't make them work.When things are (mostly) equal, buyers choose the path of least resistance. The easier you can make the next step for them, the more likely you are to get the business. Make them work — even something as simple as asking them to "Please let me know when it will be most convenient...," and you lessen the likelihood of ever hearing back from them (and you also lose control of the sale). Don't make them work. Instead, tell them exactly what the next step is, how you'll take it and why they should want to be a part of it.
Here's a quick example: I'll call you Tuesday morning to talk about innovative options to help your team achieve X and Y.
See how easy you've made it for your buyer? Your reader doesn't have to do a thing. There is no doubt about what the next step is or who is taking it. Even more, you've made it clear to the prospect that you're a professional sales person; when you call they can expect to talk about how their team can successfully achieve X and Y, rather than having to deal with a sales person who thinks the way to sell is to feature dump.
3. Help your buyer feel safe and smart. One of the worst things you can do in a sales email is to end with a procedural next step such as: I'll call you later this week to see if you would like me to email the sales agreement. Buyers want to feel confident that they've made the right choice and they need you to help them feel comfortable with that choice. Help them feel safe and smart about their decision. In the just released Second Edition of Power Sales Writing, I call this statement the "delighter." End every email with an authentic delighter, a sentence that reminds your buyer how or why she will be delighted taking that next step toward full commitment.
Here are 3 examples of "delighters" you can use:
• You'll be delighted with your choice. (Will they be? Then tell 'em!)
• Your team will thank you for giving them the tools they need to _______. (Will they? Point it out to them!)
• You can count on a great result. (True? Then, say it!)
4. Get your head clear. When I ask my sales training workshop attendees what they want to achieve in their emails, invariably they shout, "Close the sale, book the business, convert the lead, get the agreement." And though that is eventually true, in thinking about it, they agree that not every email can or will do that.
Example: Right now, do you have an email you have to write to a prospect or customer? What exactly — specifically — do you want to get them to do when they read your email? Do you want to persuade them to take your call? Call you back? Email you? Sign and fax an agreement? Click on your website? LinkIn with you? Figure out exactly what you want to get as a result of the email before you write. Then, write to make it happen.
5. Skip the parts they won't read anyway. If it doesn't matter to them, don't bother them. Save time and show respect by writing a sales message that is brief and to the point. The more you write, the less they read. Be brief (not blunt) for best results.