In this video, we discuss how to use cold emailing to generate leads.
Prospects get sold to a lot
To optimize your cold email strategy, we recommend you start by taking a step back to try to understand the prospect you are sending emails to. One of the most important things to understand and factor in with how to use cold emailing to generate leads is that prospects are receiving a lot of emails every day from salespeople who are trying to sell something.
Because prospects receive such a large volume of cold emails from salespeople, this will not only make prospects more guarded and annoyed, but it will also lead to the prospect deleting many emails quickly without reading any or much of them.
Don’t sound like a salesperson
Because of the previous point, one of the worst things we can do with our cold emails is say something that flags us a being a salesperson who is trying to sell something. One of the best ways to do that is to avoid using a product selling approach when writing your cold email messages.
Likely not in buying mode
Another thing to understand about the prospects you are emailing is that they are likely not in buying mode for the product or service you sell. This is not to say that they do not need what you sell or cannot be persuaded to purchase your product, more so we are saying they are likely not researching and googling the product you sell at the exact time they receive your cold email message.
This is important with how to use cold emailing to generate leads because if you try to sell your product or ask if the prospect is interested in your product, there is a high probability of a mismatch between what you want to do and where the prospect is mentally, and that can lead to email being quickly deleted.
Not the next step in the sales process
Another problem with trying to sell the product in your cold emails is that selling the product is not the next step in the sales process. For most products or services, you cannot sell the product in an email and usually have to talk more in the form of an appointment or meeting as the next step in the sales process after sending a cold email.
You can optimize your approach for how to use cold emailing to generate leads by designing your email to focusing more on selling the next step of the sales procee by trying to close the prospect on talking more in an appointment, call, or meeting.
Prospects are extremely busy
Another thing to understand about the prospects you are cold emailing is that they are extremely busy. With that, the longer the email, the quicker it will get deleted. If you agree with that, then we can conclude that the shorter we keep our cold email messages to be, the more we position them for success.
In the attached video for How to Use Cold Emailing to Generate Leads, we take all of those factors into consideration and use that to create a set of cold emails messages that can either be sent as standalone messages or as part of a cold email campaign.
