Never check in! That is for hotels and not for an experienced Sale rep communication with a Decision Makers; regardless of the industry to size of firm. This is ineffective and actually rude because you are trying to waste the executive’s time. Sales Reps who send these kinds of emails are delivering no value at all. It shows you took, less than 5 seconds to think of your prospects pains and issues. In today’s “socially aware and scarce” market, not delivering value to a decision maker within their own, individual buying process is the sure way to a stalled or killed deal. Vague, inconsistent sales tactics are bad for the buyer, and equally bad for the rep.
What are we supposed to do?
- A) First, learn about the Executive then send along something of value, an article, blog comment or white paper.
This warms up the executive to your communication and is glad you gave them something they value or at least see as something they may have interest in. This is the easiest way to provide value to an
executive in a sales email.Key –the objective of your opening email is to not get an immediate response but for them to view you as someone who bring value, who contributes to helping them with their corporate and personal issues. It helps start the conversation.
Spend some time researching the prospect’s company and observing their behavior on social media. Use this knowledge to offer a piece of content specific enough to their interests that they take the time to read it(free “gifts of Knowledge”).
- B) Make a reference to a mutual connection (from your LinkedIn research).
Having a mutual connection in common with an executive is very effective in building the beginning of a business relationship. Actually, it is 4X more likely you will get a response. Bringing up mutual connection is of value to the executive because it fosters trust. The executive is able to then check with that mutual connection and determine who you are and are you delivering credible solutions into their industry.
- C) Present a Case Study
Prospects love Case Studies. Many do not want to be the first in technology or solutions, and always like to learn what leaders or visionaries are doing. It is a feather in your cap when you educate them this way. Best said, prospects or executives want to know what others are doing in the industry. Learning what other companies are saying about a solution or technology plays an important role in buying decisions.
- D) Offer up a tactical insight
If you are aware of an area of technical, operations or financial weakness in the executive business that is insightful, offer it up! This is the most effective means to get emails responded to begin conversation with decision makers. You can learn this from your existing customers and literally become an expert in very short order. Offering insights not only strengthens your relationship, but it builds your credibility in their eyes.
What do you do next? Send us an email and we’ll arrange for you to speak with Ed to chat about how these learnings can help build more sales just for your business.