I receive at least one cold email every day from a salesperson and as I read these, I always see some things that could be done better. Here are some thoughts on small changes that can have a big impact.
1. Try not to sound like a salesperson.
All of these emails that I receive have a clear tone of “I am and sales person and I am sending this email to try to sell to you.” Even though that is what is going on, you don’t have to communicate that so blatantly.
Prospects don’t mind buying, but they usually don’t enjoy being sold to. And if the prospect begins to read your cold email and they start to feel like you are trying to sell to them, they can begin to shut down and this can impact how quickly they delete your email.
Yes, you have something to sell. But you can try to sound more like a consultant and advisor than a salesperson and some of the next tips will help with that.
2. Minimize how much you talk about your company and product.
In all of these cold emails that I get, there is the following flow used:
- This is the company that I work for.
- This is what we sell.
- This is what it does.
- I would like to schedule time with you
Of course there are more details mentioned and that might be worded a little better, but that is the main structure to their cold email.
The first problem with this flow is that it screams “I am a salesperson trying to sell something.” But more importantly, if you are sending a cold email, you are reaching out to a prospect that is not raising their hand saying they need what you have. And the prospect is not likely in “buying mode”.
As a result, all of the well-crafted points about the product and what it does might not grab any attention and interest.
3. Focus on the value that you offer.
In place of talking about your company and products, talk about the benefits that you offer. For example, instead of me talking about a software platform that provides scripts, I could say some of the following:
- Improve your ability to always say the exact best thing to grab someone’s attention
- Improve your ability to always ask the right questions
- Generate more leads, more sales, and more commissions
4. Focus on the pain that you resolve.
You can also replace product details in your cold email with common problems that you help to resolve. For example, I might say in my cold emails that we help to:
- It can take a long time to get new sales resources ramped up
- There are always too many underperforming reps
- It is difficult to control and decrease sales staff turnover
6. Share a name drop example.
A great way to build interest and communicate what you want to sell is by sharing an example of how you helped another client. For example, instead of me talking about a software app that creates scripts and cold emails, I might say something like this in my cold email:
We provided TigerTech with our Scripter Team solution and this helped them to get all of their reps saying the right talk tracks and asking the right questions. This not only improved sales for each rep on the team, it also decreased sales staff turnover and all the costs that come with that.