Sales email best practices as told by Nancy Nardin, Mark Roberge, Gerry Moran, Tibor Shanto, Craig Elias, David Dulany, Alice Heiman, Elinor Stutz, Brynne Tillman, Mario Martinez Jr., Bob Perkins, Dan Swift, Victor Antonio, Jack Kosakowski, and Kendra Lee
Thank you for connecting back to me, Nancy!
I see that you’re the Founder at Smart Selling Tools Inc.
If you are open to taking a look, I have something revolutionary to share with you.
We’ve developed an artificial intelligence software that syncs with your LinkedIn account. It helps you identify your exact target audience, connect with others in your industry, and generates daily qualified leads in a significant way.
I only work with Management Consulting companies
because I know your audience and understand what you need.
Would you be interested in setting up a quick demo with our Director so we can show you how the software works? If you like what you see, we’ll even set up your campaigns for free, no strings attached. Thoughts?
The worst outreach was a sequence of three voice mails that were literally the exact same voice mail. The content is less important. The content was the standard here-is-what-we-do, etc.
The issue was the voice mails were the exact same down to the word. I actually play the voice mails to my students at HBS and they always get a bunch of chuckles. I understand that it takes more time and is more complex to customize a cadence of voice mails than to simply pay someone to “smile and dial”.
However, the math that illustrates whether this approach is cost effective does not account for the long-term brand degradation that occurs with the 99% of potential buyer that do not call you back.
As you are a Certified Partner of ABC Services, would you like to connect with decision-makers from companies currently using ABC?
We have verified information of C-Level, VP-Level, Director level and other job titles, you can touch base with them via direct business emails and phone numbers for all your sales/marketing, services and other business needs.
Do let me know the target criteria (Job Titles and Geography) you wish to target, so that I can get back with counts, samples and more details for your review.
Appreciate your response.
Follow-up email #1
I have been trying to get in touch with you to see if there is a mutual fit between our company’s expertise and your goals around.
Please review my previous emails and let me know your thoughts.
I noticed that you’re utilizing PDF’s like this on your website:
This is awesome content and an integral part of your marketing strategy.
But, this is what we call a ‘single dead-end asset’ that has no clear buyer journey attached to it.
Though B2B content is not often as entertaining as Netflix content, buyers expect to be able to access it in a similarly easy and personalized way (and binge when their attention is there).
When our customers removed the friction in their buyer’s journey, they were able to:
I’m hoping to coordinate a time for us to review how you can give your buyers the experience they need to progress through the funnel quickly. What do you think, Gerry?
Follow-up email #1
I noticed that you’re utilizing PDF’s like this on your website:
We know that 77% of buyers agree that B2B purchases have become too complex and challenging.
Purchase ease has a significant impact on the value customers perceive, which is why it is so essential to enable your buyer to find the right content for them no matter where you engage them.
I’d love to connect to review how we can help remove friction in your buyer’s journey to accelerate velocity. Do you have some time early next week?
I had a call from a rep, clearly motivated (or wound up by his manager), their product was of no use to me on this planet. At first I tried to explain why I am nowhere near the demographic or “persona” as they like to label me. He tried to counter with rebuttals from people who may need his offering, which was not me, but his responses were trying to convince me why they are the best, ignoring or missing the fact that I was not a fit. While it was fun for a minute, he got rude, and the call ended.
I recently had a call, first he said this, “I am so glad I found your YouTube channel, I bet you get a lot of people mishandling your name on sales calls.” He went on, “I wanted to ask, with all that great content you have, have you thought of leveraging it for residual stream of income?” Bam, got my attention, who doesn’t want to make money while on the beach? He then introduced his service, all in a way as to how it may help me enhance my inventory and fully monetize it.
After you signed up for our webinar, I checked out your website and I think you’d be a great fit to use us to help with your lead generation.
Would love to chat to show you how it works and see if you’d be interested in giving it a shot.
We have no phones! Pretty common with a lot of startups – further adage to the cold call being dead.
So, simply use this link to request some of my time and I’ll give you a buzz.
Let’s set something up!
Not sure this is the correct email to write to but I’ve been on your website tenbound.com and on Linkedin, and didn’t manage to find whom I should write to.
The colleague I am trying to reach is the one creating content and product descriptions – that is the one coordiating Marketing and SEO? It would be awesome if you could point me to the right one.
I am not trying to sell you anything – The reason I am asking is that my company is developing an x to create x automatically and I want to understand better how it is done without such a tool.
As the CEO of Tenbound and an avid content creator, we know you put a lot of effort into creating material people enjoy and want to share.
We’re creating a product to help with that, and we’d like to show it to you to get your feedback.
For 10 minutes we’d like to offer you a $10 Peet’s Card and a free copy of our research on the topic after the interview.
Knowing you’re an avid Peet’s fan, and want to gain more attention for your content, looks like a win-win.
Grab a minute that works for you on my calendar (insert calendar link) or let me know a good time for you and I’ll send calendar reminder.
Alice, I see we both have Network Marketing on our profiles.
I have something to show you that I think you will want to see.
Please accept this invite and I’ll share details on what is going to change the future of our industry.
Tks, [Name hidden]
Hey Alice, your profile caught my attention because you are always sharing such great advice for salespeople. I also saw you made the Reuters Top 50 Sales Experts list. Congratulations! I’m guessing your company is growing, and I’ve been able to help experts like you get in front of the right audiences. I don’t know if my service is right for you but let’s connect and discuss it.
Hello there, I am a sales superstar, and I can help grow your business to stardom status. You will become a household name. I can greatly improve your personal life, too, and further your life ambition.
I’d love to introduce you to COMPANY.com our mobile healthcare therapy app.
It is a voluntary benefit.
We are offering discount pricing at $20 per family per month.
Commissions are 25% per family per month.
Please let me know if you are interested in additiona…
I just listened to Sell or Die’s podcast where you talked to Jennifer Gluckow on how to leverage LinkedIn for client referrals… it really resonated with me.
I’d love to connect and see more of your content in my newsfeed.
PS I consider myself a networker and a connector of people. If you ever want to jump on a 15-minute call so I can learn more about who I can refer you to, let me know.
Reply to [Name hidden]
Looking to connect and expand my network with like-enterpreneurs and highly motivated sales pros. See less
Reply to [Name hidden]
I’m the CEO of XYZ. We are an experiential tech agency (video, event Livestream , AR/VR, social, mobile engagement) for b2b brand and agency partners. I’m confident there are synergies to explore here. Let’s set up a quick intro call.
I attended the Sales Development Summit Webinar a few weeks back and remembered hearing you speak. I definitely learned from you that day and you motivated me just when I needed it. As someone who recently began their career in Software Sales, it would be an honor to connect with you.
Let’s connect! Being featured as one of the “Always be closing: Top influencers to follow on LinkedIn” means you’re making HUGE waves in the industry, and I don’t want to miss any of it! #KnivesSharpenknives
A few years ago I was driving to work and was talking to one of my reps on my company phone (on speaker phone) and my personal phone rang… without hesitating and while leaving my other phone live I answered…
Me: Hello, this is Bob.
Prospector: Hi, this is [Name hidden] with XYZ Recruiting.
Our company specializes in sourcing and placing high performing sales reps and leaders. Our focus is in the high technology areas but we also work with a wide range of industries. A key benefit with working with our firm is both retention and sales performance, in fact, our average sales placement achieves 5% above quota and…
Me: STOP! Do you know who your are speaking with? And do you know what I’m doing right now?
Prospector: Oh, I’m sorry… you are Bob Perkins.
Me: Well, what about my role?
Prospector: Um, um, I’m not quite sure.
Me: Well, I run an association that helps inside sales reps with prospecting…. would you be open to me giving you some advice?
Me: Hello, Bob Perkins.
Prospector: Hi Bob, this is [Name hidden] with xxxxxx, Im not sure we met but I wanted to say great job on putting on another successful Summit last week in Chicago. Was this your biggest one yet?
Me: (He immediately got my attention and I chatted a few minutes about the attendance… and he shut up and listened)
Prospector: Sounds like it was really successful…. Congrats! In fact, that’s why I’m calling. Besides being the Founder I see you manage an inside sales team as well…
The financial landscape is constantly changing, and small businesses can’t rely on traditional financing methods to keep up.
Our company is a nationwide direct lending institution that helps small and mid-sized businesses quickly explore their lending options and obtain working capital in an often confusing and evolving environment.
We offer a diverse set of options for any situation including:
Merchant Cash Advances
Commercial real estate
Simply reply and will give you the details.
The HBR article you shared on mental health and how bosses can reduce the stigma of mental health at work appeared in my feed. It’s a subject that is close to my heart. Thank you for sharing.
How’s your body holding up after playing so much rugby by the way? Great to see England beat Ireland in the weekend. Fantastic game!
Congrats on all your success with Empire Selling. I read ‘Our story’ on your website which is the reason for reaching out. If and when you are ready for financing options for your business, please do consider us for your needs.
Would welcome the opportunity to connect here on LinkedIn in the meantime. Stay warm. Looks like you are about to get hit with some really cold temperatures.
Obtained your email address on LinkedIn.
Quick question for you… do you at all keep your options open in terms of making additional income outside of what you’re currently doing or do you have enough money coming in for the rest of your life that you don’t need anymore?
Thanks [Name hidden]
Headline: Value-Centric Selling – How to Sell Value, Not Price
I came across your course on Udemy. My research found your work to be useful for a lot of people. To briefly introduce myself, I am [Name hidden], SVP of sales at XYZCo.com. XYZCo.com offers a course platform that serves the learning needs of corporations.
We are a top site in many countries of the world and were used by 100 million+ people last year. We are based out of Silicon Valley.
There is a strong demand for content similar to yours from our users. Hence, we would like to partner with you to bring your course to our users. There is an opportunity to monetize your content well with a potential to make $300 a month for new courses to $3,000 a month for top courses.
I would like to speak to you to provide information on how we can create additional value for your content. Please schedule a meeting (calendar link).
You have some time this week to talk to you about what I do?
Thanks for your time. I’d love to give you $100 to see a 20-min demo of XYZ, a new and innovative corporate card + expense management platform that’s completely changing the way we manage company finance.
Here’s what XYZ can do for CEOs and their finance teams:
XYZ is FREE to use and earns 1x to 7x rewards points!
Eliminate expense reports, receipt capturing & employee reimbursements
Close books in days (not weeks), without the witch hunts for missing receipts
Unlimited virtual cards and one-time-use “burner cards”
Control employee spend with card limits & budgets
Send & receive funds instantly (think Venmo for business)
Track, analyze & forecast expenses in real-time (within seconds of a purchase)
Join us for a demo and earn up to $100 to spend wherever MasterCard is accepted. Hope to see you soon!
See a demo, get $100 – >
The person left a voicemail that was clearly scripted right from the start. She name-dropped companies they’ve done business with, talked about their skills as an organization, then went on to talk about what she could do for us. The voicemail sounded like the sales conversation she actually wanted to have. Now I wish I’d timed it for you! I suspect it was 3 minutes long. I listened just to see if it would get better—but then pushed delete.
The most recent best example was a prospector’s call who has started his conversation talking about how he could help my staff. As an exec, it caught my attention and I let him go on—and I’m tough to get past!