Top 5 Best Practices for Cold Emailing in 2018
Cold emailing is another one of those essential sales techniques that continues to defy all expectations of its imminent demise. The sales landscape is constantly shifting and adapting to new technologies and preferences. You should too, if you want to stay relevant as a company or as an individual sales professional. You shouldn’t rely exclusively on emails (or any other single tool), but you should stay at the top of your game. Here are the 5 best practices for effective cold emails right now:
5: Do Your Research
We don’t think we should still have to say this, but apparently, we do.
Don’t just fire off the same thing to all 4,000 leads in the latest list you got handed. Take the time to find out what each of your targets actually does. That means looking closely at the specialty of each company and the role of the decision-maker you’re trying to contact.
4: Be Authentic
Once you’ve done your basic homework, it’s time to really dig in. Find and read the blogs, articles and social media posts that your suspects have published. They will reveal your target’s priorities, and maybe even some pain points. You can and should use this information to tailor your outreach.
Making this effort lets you approach your target from a standpoint of knowledge. Rather than throwing something out there and hoping it sticks, you can present a thoughtful solution to a real problem. Above all, never make outrageous and unproven claims just to get attention. Be honest and forthright about how your product has solved similar problems for other clients.
3:Write an Attention-Grabbing Subject Line
Your email won’t even survive the first two seconds after your prospect sees it unless you give them a really good reason to open it.
The subject line is your most powerful weapon. It has to stand out like a life raft in a flooded inbox. If you can get your prospect to laugh before they even open your message, you’re golden. That’s true even if it’s confused laughter. Take the time to write something that makes a great first impression and won’t let them down when they make it to the main content. Your headline should reflect the truth of what you’re reaching out about, even if only tangentially. If there’s no connection, it’s not only disappointing, it’s dishonest.
2: Keep it Simple
Don’t overwhelm your prospect with enormous piles of information. Your emails should never be too long to display without scrolling on an ordinary smartphone screen, including your signature and contact info. Again, your email is just a drop in a daily flood of requests for their time and money. Make it as easy as possible for them to see how you can address their needs.
Focus on just one benefit at a time, and never ask them to take more than one action in response to you (but yes, always ask them boldly and confidently for that one thing).
1: IT’S NOT ABOUT YOU.
Sorry for shouting, but this is one of the hardest lessons to learn in sales, and one of the most important. It’s really easy for us to get focused on ourselves. We need to make our quota and earn our commissions. We want to present all the positive and promotional information we can about what we’re selling, but here’s the thing…
What do they want?
You know, the person whose inbox you’re about to stuff with yet another email asking them to buy something they don’t think they need. What are they looking for?
That is the question you should be answering.
Everything in your cold emailing should be about your prospect. Their situation, their success, their pain, the solution to their problem. You just happen to be the one providing that solution, but you’re not going to lean on that too heavily, are you?
The fact is, the only way to be successful in sales is to forget about your own problems and remember that you get rewarded more the better you serve others.
“You will get all you want in life, if you help enough other people get what they want.” — Zig Ziglar