- Missing the boat on your value statements
Most sales reps fail to add numbers to their value statements. And, if they do, they are most likely generalized so their lack the sense of you being an authority. Take the value that your solution or services deliver and add “by 32% improvement in efficiency” or “2.4X faster” or “with 24% lower costs” or “12-18% lower risk”. Get the idea? It will greatly enhance your ability to get through and make the connection.
- Failure to reference similar accounts
This is an important one. Somewhere towards the end of your email, simply state “we have witnessed or seen similar results at these account or clients” or “our customers have seen similar results? Or “our clients have had successes here”. Then, just give them 1-2 example customers. No more. It is better to use less than more for added credibility (free “gifts of Knowledge”).
3) Alignment!
If you fail to immediately align your message to their pain and how you can bring relief or value to it, you will lose your audience. That happens in a matter of seconds. Take a couple of hours or more to compose your email and send fewer but with much more meaning. You will be rewarded for your efforts!
4) To long
Generally, almost half (46%) of people delete or abandon long emails within the first 20-25 seconds of opening them. So, be sure to keep your emails short so your prospects can read and respond quickly. Break each paragraph into 1-2 subject areas. Use the white space to open up your message and make kit faster for the prospect to read the email.
5) Do NOT be a Salesperson or Account Executive
Change your signature to one of an industry expert matched to their industry. You can reuse it as, long as you sell to the same sector. Yes, you sell, but yes, you are a consultative resource so let it shine. I.e. Sr. Client Engagement; Banking “or” Industry Specialist; Insurance “or” Industry Consultant; Manufacturing “or” Cost Reduction Specialist; Pharma…you get the idea.
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.