When did you last look at the email pitch written by your sales team? If the level of new sales isn’t what you’re expecting, it may be related to the quality of these emails being sent to prospective clients.
Here are tips for enhancing the message that compels prospects to take action:
First, recognize the difference between a verbal and written sales pitch. Your sales team may be outstanding in the realm of a verbal pitch, utilizing all the “soft” talents of tone of voice, appearance, body language, etc. None of that applies to the written sales pitch, so it’s important to be clear on the differences and focus solely on the choice of words and appropriate style (formal, informal).
Do the homework. Prospects are a lot smarter now than “back in the day.” They can tell by the opening line of the sales pitch whether your salesperson knows something about their company or is just winging it. With all the available resources at hand these days, there’s no excuse for not researching the prospect’s current executive team, annual sales figures, social media profiles, company website, corporate initiatives, and so on.
Whether or not any of this information makes its way into the written pitch (and, in most cases, it probably shouldn’t), this knowledge will affect the quality of the email pitch.
Get to the point. One common mistake with writing a sales pitch is thinking some sort of preface or introduction is necessary. Not at all! Busy prospects need to feel you’re getting to the point or they’ll simply click out of the message. Be concise. Let the recipient know only what’s absolutely necessary to know before moving forward.
“The only purpose of a prospecting email is to elicit a response,” notes sales strategist Marc Wayshak. Any “excess information in your email that does not support this intention is actually hurting you.”
Engage the prospect. Pay attention to the flow of the sales pitch. Avoid hopping around from one topic to another, or one tone to another. The trick to engaging a prospect is by moving them from one sentence to the next. And the best way to achieve this is by emphasizing—always emphasizing—what’s in it for them.
Stress value and benefits, not features. Your product or service likely comes with an impressive range of features, but unless you clearly demonstrate how those features offer value to the customer, you’re wasting your time (and theirs). Examples of value to communicate in an email include:
- Brief description of how your product can boost sales
- Offering to send an informative white paper or case study
- Invitation to a value-added webinar
Another approach involves specifically identifying a problem or challenge your prospect faces. By naming this problem (which implicitly recognizes how well you understand their business and industry), you can then “tease” them with a concise description of your proposed solution and then invite them to learn more.
Make your call-to-action specific and compelling. By “learning more,” we mean ending your pitch with a single call-to-action that’s clear and to the point. What would you like the prospect to do after reading your email—opt-in to your newsletter, watch a product-focused video, set up an appointment? Specify your desired goal, while reminding them of the value they’ll receive by taking this action.
Spend time on the email subject line. Sometimes, the best email subject line comes after you’ve crafted a concise, informative and compelling email message. Here’s the place to get creative (while remaining concise), something along the lines of “Game-changing Idea for Your B2B Business” or “The Hidden Value You Could Be Adding to Your Business Right Now.” Any generic approach will likely end up in the prospect’s spam folder.
There’s a definite art and style to winning email sales pitches. Now might be a great time for a thorough reexamination of how your sales pitch is being crafted and take these steps to dramatically improve its quality.