Two Sales Emails that WARM-Up COLD-Calling

Thanks to Kevin Baumgart for guest-blogging this week! 

Decision makers are busy. They don’t typically answer their phones or return their calls. So, how do you get in touch with them? They receive hundreds of calls and emails every day. They have all received emails from salespeople reviewing how great their product or services are and they have gotten really good at deleting them as fast as possible.

Here are two email templates that are helping organizations get responses and land meetings. 

1.  Bryan Kreuzberger, creator of Breakthrough Email built the below template that has helped him land meetings with decision makers at a number of Fortune 500 companies:

The below is a sample template that helped him land a deal with McDonalds.  This was sent to four people in separate emails.

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Subject: Appropriate person

I am writing in hopes of finding the appropriate person who handles multicultural media? I also wrote to Person x, Person Y and Person Z in that pursuit. If it makes sense to talk, let me know how your calendar looks.

VoodooVox helps increase the revenues of Fortune 500 companies by marketing to Hispanics. Each month we reach 25 million Spanish speakers with an audio message they must hear. We insert 30 second audio and SMS advertisements into phone calls made on calling cards. The benefit to users is they make their call free. The benefit for our clients is they can increase store revenue by providing text message coupons. Typical redemption is 3%. You can measure results online and with store sales. Advertisements can target specific ethnic groups and geographies. Some clients include Burger King, P&G and Chili’s.

If you are the appropriate person to speak with, what does your calendar look like? If not whom do you recommend I talk to?

Thanks,

Signature

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The key of this approach is to send the exact same email to four people in the organization (only the names will change in the first paragraph.)  For example, if I were selling to the Director of Media,
I would write the VP of Media (boss), the Chief Marketing Officer (boss’s boss) and the VP of Marketing (lateral role to the boss).

What Bryan has found is that he doesn't get a response from the person he is trying to meet, however that persons boss does often responds.

2. Aaron Ross, Author of Predictable Revenue has created a very simple email process he calls CC2.0.

This process revolves around sending a targeted email to the decision maker for your product or service, asking them who is in charge of that function (even though you probably already know the answer to it.)  Here is an example of a CC2.0 email:

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Subject: Aaron, Quick Question

Hello Aaron,

Sorry to trouble you, but can you please let me know who handles (something that is relevant to your product or service) at ABC Company?

Thank you,

Kevin

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What we have found is that if you ask someone about a responsibility that falls within his or her job description they usually want to take credit for it and will reply.  Here are some typical responses:

• “That’s my responsibility, why do you ask”
• “I do”
• “X person does”

Aaron’s research shows that open rates are much higher than typical sales focused emails.

The real benefit of this approach is the cold call now turns into a warmer call.  The phone call is now, “Hi Aaron, I just got your email, sorry I should have put more context into my original email.  We are helping…..”

Also, Hubspot published a slideshare presentation that has some great takeaways on best practice email templates; worth the three minutes to review:

http://www.slideshare.net/HubSpot/how-towriteemailspeoplewanttorespondto

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Kevin Baumgart is VP of Sales at Hireology.  Check out his excellent blog too, Sales for Start-Ups.