What’s the Best Cold Email Sequence?

Transactional Messaging - Much More than Just a Confirmation EmailThe best cold email sequence is the one that opens the door to more meetings, right?

Not really.

The best cold email sequence is one that qualifies buyers faster. So your meet with more closeable clients.

Sequencing email touches is about increasing quality of meetings, not quantity. And therein lies the power.

Rushing the meeting can sabotage you on the first touch. But pushing for meetings also can ruin your chances during the email sequence.

Point blank: Even when a client invites you to discuss the benefits of what you sell, it’s often not a good idea. Because some clients think they’re ready to buy, but aren’t. They’ll waste your time.

Here’s a way to take the guesswork out of cold effective email sequences that qualify buyers faster. Make sure your email sequence qualifies leads by:

  • Earning replies with a dramatically different first-touch approach
  • Attracting the buyer to the idea of talking with you
  • Sparking curiosity by repeatedly holding back full details on your product/service

When customers want to go fast, consider slowing customers (and yourself) down.

Getting Response to Your First Touch
When “googling” around, beware of bad advice about cold email sequences and techniques to qualify leads. Most of what I see these days does not work. Here is my best advice (some of the below may surprise you):

When making your first approach be sure resist the urge to:

  • Request a meeting
  • Present a clear opportunity
  • List your benefits or clients
  • Include links or attachments

Ninety-five percent of B-to-B email prospecting sequences should not start by requesting a meeting. Because most prospects are not be ready for it. Most perfectly good buyers will, on first contact, say no to a meeting, simply because you asked too soon for it. Especially if you’re approaching “status quo” buyers or practicing challenger selling —where you need a sequence of emails to help re-frame your target’s point-of-view.

Beware of presenting a clear opportunity. Clear is not provocative. I see a lot of self-appointed experts telling people to be super clear about the opportunity. Big no-no. Your prospects don’t want your opportunity. They’re busy with other priorities. Your first touch should create productive tension, not clarity.

Tension provokes.

Stand out by being brief, blunt and provocative — helping the prospect develop a reason to talk with you.

Absolutely never include links and attachments. None. Doing so distracts prospects from your goal (and what could be their goal too). And that goal is hitting reply and inviting you to discuss their pain, fear or goal with them.

Links send buyers to websites and websites are distractions. Help them focus on the goal: Replying. Immediately. Without delay!

Be bold. Resist the urge to do what most sellers are doing right now … and many “experts” are teaching.

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.

One thought on “What’s the Best Cold Email Sequence?”

  1. This is great. I’ve long felt the templates out there go too fast towards the jugular. Do you have an example template you use?

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