In this video, we discuss how to improve your cold emailing efforts by focusing your messages more on the prospect than on the product you are trying to sell. What I discuss in this video is completely different from what most salespeople do, and I can confidently say that because I get between 50 and 100 cold emails a day, and all of those salespeople do the exact same thing.
Product-Focused Cold Emailing
All of the salespeople who email me do the exact same thing, and that is that they all say:
This is who I am.
This is the company I am with.
This is the product I sell.
Do you need what I sell?
Can we meet to discuss what I sell?
This is the product-focused approach that I have been talking about in this video series, and it is where the salesperson primarily talks about their product and company. And while that sounds like a logical thing to do, it is flawed for many reasons:
- You are being all about me – my product, my company, do you want to buy from me?
- You are flagging yourself as a salesperson trying to sell something
- The prospect is likely not in buying mode for what you sell
- This approach has a high instant delete rate
- Only fits with prospects who are looking to buy now
Prospect-Focused Cold Emailing
We solve all of those challenges and improve cold emailing by flipping the approach completely around. Instead of focusing primarily on the product being sold, we focus our cold emails more on the prospect we are trying to sell to.
To help with this, we can use the sales message we created in the previous video, which is the story we want to tell, and leverage our cold emailing to tell it. And the sales message makes this easy because the sales message creates building blocks, and we can then create a cold email for each building block.
In the video, we show you what these cold email templates look like, but here is a summary of the emails we can create:
- Value Points: An email that shares how we help and the improvements we typically create.
- Pain Points: An email that explains the problems we help to fix.
- Customer Example: An email that shares an example of a customer we helped.
- Pain Questions: An email that shares some of the questions we would like to ask the prospect.
- Product: An email that introduces our product and company.
- Value Points: An email that comes back to the benefits we offer as a reminder or last attempt.
You can string those six cold email templates into a cold email campaign, and these should help you to improve your ability to share the story you want to tell and educate prospects on why they should talk with you and why they might want to purchase the product you sell at some point in the future.
Creating Your Story
If you want to implement this, the first step is to create your sales message, which is the story you want to tell in your cold email messages. Here is a video to help you with creating your sales message and certainly our software of SalesScripter can help you with creating your messaging and cold emailing efforts.
