We held a sales training webinar on “How to Do Cold Emailing” and here is a recording of that event and the slides for you to download.
If you sell something, you likely send some type of cold emails. And while cold emailing can be difficult in terms of getting replies and engagement, there are some small things that you can do to improve your results and effectiveness and we discuss those in this webinar.
Focus more on not getting your cold email instantly deleted
Your natural instinct when composing your cold email template is to try to find a way to create an email that people read and respond to. I want you to resist that desire and instead think about what you can do to create an email that people are slower to delete.
It is my belief that prospects read emails in the same way that they check their physical mailbox at home. When you are at home, if you ever check the mail you might be extremely quick to throw pieces of mail away without barely looking at them.
What allows you to do this with such confidence that you are not throwing something away? The answer is that there is something about the piece of mail that signals to you that it is an advertisement. Maybe it is the color or images or what is written on the envelope.
I believe that this same concept applies to cold emails and that there are a lot of things that salespeople do when cold emailing that make their cold email template stand out in this same way and that allows prospects to have confidence that it is OK to delete the email very quickly without reading any of it. And that there are many small things to do when cold emailing where you can minimize this and if you are able to do that, you can have a positive impact on your cold emailing efforts.
Start with your sales message
A lot of people come to us and ask us to help them to build their cold email templates. We get them to take a step before that and work with them to create their sales message and then use the sales message to not only create their cold email messages, but also their call script, voicemail script, objection responses, and more.
To build your sales message, do some brainstorming in these areas:
- The benefits your product offers
- The pain points your product helps to resolve, minimize, or avoid
- Questions you can ask to see if your prospect has any of the problems that you help with
- Identify how your product differs
- Identify if your product delivers any type of ROI
- Identify some interesting or impressive details about your company
If you are able to gather some key points in those areas, you can use that to create some cold emailing templates that you could use for a campaign.