Anatomy Of An Email Sales Pitch
In times of fast living, crazy advertising and product-overloaded market, as a sales representative you have to be on top of your game to succeed in drawing attention over the email. You can send a cold email (with no earlier connections or history between sender and receiver) and warm email (with a bit of a background and this email is more likely to get read and receive the response).
What is an email sales pitch?
Email sales pitch is a sales presentation in an email form with the intention to persuade a person or a company to buy/invest in certain product/service...
When to send?
Although there are no strict rules which guarantee you success, work experiences show that the best time to get a reply is: From 10a.m. to 3p.m. - to attract companies with 9-to-5 schedule; Evenings and, even, weekends – for companies with a more relaxed schedule (they are less busy but email checking is still on their radar) The first goal of an email sales pitch is – to actually get read. The goal of the first sentence is – to get the second sentence read. It’s not as easy as it seams...
- Be aware that you’ll almost never get a second chance to make a first impression.
- Avoid using fluffy marketing words and more than a few adjectives – use straight facts.
- Double check on spelling errors (don’t seem unprofessional).
- Be concise, specific and try to arouse curiosity.
Some ways of thinking and strategies while constructing a sales pitch:
- Show that you understand your prospect’s current state and troubles they might have. Picture them what would it be like to get those issues solved. Present a bridge for the “before” and “after” situation which is contained in the solution your company provides.
- Like in the first example, show empathy and understanding for your customers' wants and needs, challenges and problems. But, instead of imagining life without the problem, you call out the dangers in the road from point A to B and explain how your service is the weapon they need to win. Fun fact: people are motivated to take action by two things: pleasure and pain. Pain is even more motivating than pleasure. Use that.
- Present the big idea you have and back it up with a series of facts, sources, reasons and benefits. A call to action would be the next step.
When your arguments are valid and credible, you have higher chances to convince the person to purchase your product.
- Tell a story (where the main character is your prospect, your product or even you) that the person you are writing to can relate to, by describing the same problems and challenges they are experiencing. Explain how the main character wins in the end by using your product. Fun fact: our brain does not make much of a distinction between reading about an experience and encountering it in real life. When we read a story, our brain acts as if we’re living it, same neurological regions are stimulated.
- You can also keep it short, simple and get quickly to the point, without trying to be clever or funny. Studies show that shorter emails result in quicker response time.
What to pay attention to?
- Subject line.Try to create a attention-grabbing subject line, hard to ignore. Make sure the
subject doesn’t sound generic by avoiding spam-like words. Nowadays, people mostly read their emails on the phone. If your subject isn't "catchy" your email will not be opened.
- What is your target audience? Start with creating a list of 20ish realistic companies and people who may actually read your email.
- If possible, switch your introduction from cold to warm. Look them up online, do your homework and some quality research. Tell them where you know them from, or you’ve read their article/post or have been following them on social networks.
- What is YOUR story? Why YOU differ from the others? Be honest and transparent. In the ocean of emails you must stand out and provide personal facts that the reader can relate to. Personalize and make yourself impossible to ignore.
- Give more value than you ask in return. Present the true value of your product and make sure that the prospect understands all the benefits from working with you. If he finds that the effort he’s going to make is definitely worth it, you have a deal.
- Always follow up. If you don’t receive a response, send them a short reminder that you would like to have the opportunity to have a chat or a call with them, and address any questions and possible concerns.
- “NO” can mean “YES” later. If you receive an email from someone saying they are not interested, respond by thanking them for replying and ask them to keep you in mind if anything should change. People change their mind, so leave a positive impression for any possible correspondence in the future.
Be Tenacious. Tenacity always pays off. Those who want it – go for it every day. Happy Selling!