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Why Writing Great Sales Emails Is Super Important?
- every form of communication and every type of interaction — text, email, in-person, phone, video call, and so on — is a reflection of who you are as a company.
- sales emails are necessary and vital for every stage of the sales cycle: prospecting, follow-ups, multi-threading, negotiating, closing … all of it!
- More emails = more deals. Email is the one that builds momentum in your deals, specifically email velocity … the number of emails exchanged between buyers and sellers.
PS: It is not the number of emails YOU send, but the number of emails exchanged between YOU and the BUYER.
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Avoid ROI Language In Cold Emails.
ROI is one of those “bragging” stats. “Look how we helped Company ABC. We did it for them … and we can do it for YOU too!”
ROI language included words or phrases in the salesperson’s email — literally “ROI” or any stats that are tied to ROI like multipliers (2x, 10x, and so on.) and percentages (7%, 42%, etc.)
And the data say … using ROI language in cold emails decreases success rates by 15%.
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Write Longer Cold Emails.
Longer emails are significantly (15x) more effective in booking a meeting during cold call outreach.
Remember: short and concise are not necessarily the same.
Short is generally 30 words or less. Concise usually means short, but it also implies meaning and context. Longer sales emails (4+ sentences) are effective if concise and offer value to the recipient.
Be sure your (longer) emails — every single world — are intentional and have specific information that connects your reader to your company or service.
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Ask For Interest (Not Time)
You are 2x+ more likely to book a meeting during a cold email when asking your prospect for their interest versus asking for time (a specific or open-ended CTA).
An interest CTA sells the conversation, not the meeting.
And that matters because time is finite — 24/7/365, you know. So why would a buyer give YOU, a seller who they know little about, some of that super-valuable time?
Contrast that with interest — a “non-finite resource,” and you are more likely to move your deal forward.
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For Deal Emails, Use Specific Ctas.
As you move a buyer down the funnel — towards a deal — it’s time to leverage the specific CTA.
Why? Well, asking for a specific day and time during a deal email more than doubles meetings booked, from 15% in the cold email stage to 37% in the deal stage.
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Share Price By Email
Sharing pricing early in the sales cycle is best. If pricing is way off, it can be a colossal waste of time for both the buyer and YOU, the seller.
In sales (and life), time = money.
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Do Not Negotiate Price Via Email
The secret to gaining the upper hand in a negotiation is to give the other side the illusion of control. Don’t try to force your opponent to admit that you are right. Instead, ask questions that begin with ‘How?’ or ‘What?’ so your opponent uses mental energy to figure out the answer.
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CURATOR'S NOTE
Email stats and best practices for all stages of the sales cycle.
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Shelley Johnson's ideas are part of this journey:
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