An Email Sales Sequence That Works

Today’s most productive digital (inside) sales professionals are using email to uncover new customer leads. When combined with phone prospecting, direct mail, LinkedIn and social listening, email can earn more meetings — faster — with qualified prospects.

We rush the meeting. Why? Because we’ve set the bar too low. We’re hungry for any-old meeting rather than picky about who we invest time with.

Face time.

Just Say ‘No’ to Meetings

Even I fall victim to it. I’ll generate a lead in any number of ways. Suddenly the prospect emails, inviting me to meet. Eager to close them, I’ll shove everything else aside and reach for my calendar …

Book that meeting!

Trouble is, this is rarely what we should do. Because the point of digital sales prospecting is to speed-up the process — while decreasing the face and/or phone-time time spent with poor leads!

Digital sales tactics should help leads qualify, or disqualify, themselves via email. (so you don’t suck-up precious time nurturing leads that don’t close)

Don’t Let ‘Buyers’ Fool You

Instead, push back. Ask more questions. Qualify the prospect. Save yourself from investing time in prospects that may actually waste it! (Purposefully or not.)

Here’s the rub: Potential buyers are just that. Potential. Be careful. Don’t get tricked by a decision-maker who isn’t. Or who fancies themselves one. Or who thinks he/she is ready to talk to you.

But isn’t.

Instead:

  • help buyers reveal “the conversation already going on” in their heads;
  • discover if the buying decision-making team is assembled yet (or not);
  • facilitate answers to questions you need answered before you can do business with them.

Your Email Approach as a Mirror

How you/your reps use email is reflective of how you/they sell. Do you respect yourself, your time? Why? Are you good at managing your time? How you use email is an indicator.

Are you an order-taker or a doctor?

Today, you’ve got to be a doctor, a specialist. Examine the patient to see if you can, in fact, help. Otherwise you’ll never make proper diagnosis.

Otherwise you’ll be up for malpractice and sabotaging your own success. Ouch.

Remember, knowing what matters most to the prospect helps you focus less on pitching — more on diagnosing. Adding value. This is what gets deals closed, not rushing your demo! In fact, even the demo probably won’t close ’em.

You have that power. It’s in your hands.

Looking for a way to separate from 95 percent of the other clowns out there hard-pitching cold prospects? Consider going slow, not rushing your meeting.

Consider pushing back on meeting requests coming from prospects.

The best sequence of email messages to send after the prospect says, “I’m interested” is a sequence of questions that further qualifies your eventual meeting.

What do you think?

Author: Jeff Molander

Jeff Molander is the authority on making social media sell. He co-founded what became the Google Affiliate Network and Performics Inc., where he built the sales team. Today, he is the authority on effective prospecting communications techniques as founder of Communications Edge Inc. (formerly Molander & Associates Inc.) He's been in sales for over 2 decades. He is author of the first social selling book, Off the Hook Marketing: How to Make Social Media Sell for You.Jeff is a sales communications coach and creator of the Spark Selling technique—a means to spark more conversations with customers "from cold," speeding them toward qualification.

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