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How do the experts get prospects to open their cold emails?
- Offer value. Emphasize the benefits you offer—especially if they are unusual or unique. Make the prospect realize you’re the expert who’s been doing this for a while. You might even mention names of companies with similar problems and a sentence or two about how you solved them.
- Don’t sell. If you’re like most, you become instantly wary when somebody you don’t know tries to sell you. So, when sending a cold email, write like a problem solver, not a salesperson. Let them know you understand their problem(s) and you offer the solution.
- Understand your end goal. It’s unlikely you’ll close a deal with a cold email. Instead, your goal should be to get an appointment or at least an opportunity to establish a dialog that will eventually result in an appointment.
- Include a call to action. Tell them specifically what you want them to do: call, email back or provide a convenient time to call them. If you don’t urge them to act, they won’t.
- Don’t add attachments. Smart companies have strict prohibitions against opening attachments from someone they don’t know because that’s how viruses and malware are spread. Instead, provide a website address where they can get more information.
- Follow up. Especially if you got no response. As any good salesperson knows, it often requires multiple attempts before a prospect bites.
- Mention a trigger event. This could be anything that immediately affects, threatens or challenges the prospect: a labor strike, a disruptive technology, a gas shortage, a hurricane. Reference it in your opening sentence and inform them how you can help.
- Share your value proposition. This is a unique talent, technique or product that promises to increase productivity, increase profitability, reduce waste, lower costs, etc. that are specific to their industry and, especially, their company.
- Inform them of a problem they don’t know they have. For example, you can begin by asking them if they’re aware that if one small company in their vast network is out of compliance, it can trigger local, state or federal penalties, fines and possible jail time. Of course, you have a solution that you’d like to discuss with them. What would be a convenient time?
What tips would you add?
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA business public relations and marketing content firm. For content that makes you stand out from the crowd, email Jeffrey Swartz at firstname.lastname@example.org. Or visit www.dsprel.com.