In this video, we review a B2B cold email example for accounting services. This is a really good example to analyze because the salesperson sends two follow-up emails, allowing us to look at how he follows back up when the prospect does not respond. And while there is definitely room for improvement, he also does a lot of really good things making this series of emails a really good B2B cold email example to review and break down.
Use As Few Words as Possible
We recommend that you make your cold emails as short as possible to minimize the chances that the prospect instantly deletes the email. In the first sentence of the first email, the salesperson introduces his name and his company. This is not necessary because that is in his signature making this a waste of words and a full sentence.
Minimize Product Selling
In the first B2B cold email example for this salesperson, the majority of the email talks primarily about the product/service being sold. We refer to this as more of a “product selling” approach and recommend that you minimize how much you talk about what you sell in your cold emails.
The logic for this is that prospects receive a lot of emails from salespeople and all of those salespeople are primarily using product-selling B2B cold email messages. When you talk primarily about your product, you start to sound like all of these other salespeople and this can increase the odds of your email getting instantly deleted.
Focus More on Your Value Proposition
There is one sentence in the first B2B cold email example that is probably the best sentence in the entire email:
Our tech-enabled services help you save time, manage lean growth, and access data in real-time.
This sentence is his value proposition and there is so much more that he could have said in each of the areas that he mentions. A better way to go in the first cold email is to make the entire email about these points and expand more on each point.
Don’t Question the Prospect About Previous Emails
In the follow-up emails in this B2B cold email example, the salesperson mentions that he has reached out with other email messages. This goes in the direction that a lot of salespeople go and that is to ask the prospect if they have had a chance to read their other emails. We recommend that you do not do this because there is more downside than upside in our opinion.
When you ask a prospect if they have read your message, you are almost asking them the status of a task you have given them and this is not a good angle to come from when sending B2B cold emails. The salesperson works for the prospect and customer and with that, it is in some ways inappropriate for the salesperson to ask the status as to whether previous emails have been sent.
We hope this B2B cold email example gives you ideas for how to improve your sales prospecting!