B2B buyers receive numerous sales emails on a daily basis, which clog up their inboxes. If you’re a very busy person, chances are that you’re familiar with the overwhelming sight of countless emails sitting in the inbox.
People don’t have time to read all messages, so the open rate is significantly low. You have only one chance to make a good first impression over email.
The problem is, if you want to follow up with prospective customers, you’ll need to perfect the email sales pitch. If you’re trying to sell a product or a service, these suggestions might come in handy.
Don’t Hit The “Send” Button Just Yet: Turn Your Prospect into A Friend
Become familiar with the prospect before ever sending them an email. Most people hesitate to open emails from someone they don’t know. If the email service’s spam filter doesn’t remove the message from the inbox, the person will most surely delete it. Build rapport with the potential client.
By doing this, you accomplish 3 important things: creating brand familiarity, providing value, and handling possible objections. The key to building a long-lasting relationship lies in your hands. Make sure you do it in an appropriate way.
If you’re willing to change the way you approach the sales process, this is what you need to do:
- Follow prospective customers on social media
- Introduce yourself to industry events
- Leave comments on blog posts
Keep in mind that the B2B buyer is the one making the decision. Don’t focus exclusively on the pitch and story because you’ll neglect the most significant part of the equation – the customer, in other words. Pitching your products or service through email is a way of doing sales.
This is why you need to get a warm introduction.
What are the elements of a perfect email sales pitch?
1. An Attention-Grabbing Subject Line
The subject line has to convince the recipient that the email contains info that could possibly improve their business. One psychological principle that’s impossible to resist is the fear of missing out.
B2B buyers would rather make an impulse purchase than to regret failing to act. Include words that imply time-sensitivity, such as “urgent” and “alert”. The subject line should be descriptive, but it shouldn’t be misled by any means. If you want to keep the subject line neutral, you can write something like this: “Hey, do you have 5 seconds?”
2. A Great Introductory Paragraph
You have only a couple of seconds to grab the prospective customer’s attention, so use them wisely. Results are what sell, so it’s recommended to include them in the introduction.
Prospects are interested in knowing more about your company, so focus on the positive. The introduction needs to elicit a specific action, such as making a call or scheduling a meeting.
Include concrete data points that allow the recipient to draw a conclusion for themselves. Specificity is important when it comes down to data. Offer quantitative evidence to prove the utility of your products or service.
3. A Powerful Story
You can’t throw tons of information at your customer and hope for the best. People are more informed than ever. They spend more time on independent research, obtain info from colleagues, and read third-party reviews.
So, pitching information that clients already know demonstrates apathy. Register the brand in the reader’s mind and establish a genuine connection.
Stories, unlike special promotions, bypass the logic center of the brain and go directly to the emotions. Big corporations understand the power of storytelling. Take Cisco as an example. They humanize the technology offered to businesses.
If it’s the first time you’re doing a large email marketing campaign, maybe you’re overwhelmed. Use writing warm ups to break through your writer’s block and get your message written.
And get the subscriber to take action. Include the reason why your company and product/service came to be. Most importantly, explain what motivates you and your team to wake up every morning and do your jobs.
Spend a few sentences crafting your story. Provide the prospective customer with a clear idea of how you can make a difference in their business. Show them your best work and how successful it was on social media and so on.
4. An Intriguing Closing Line
You spend so much time on the email body that you completely forget about the ending. More often than not. It’s the closing line that determines whether or not the sales prospecting goes well.
Basically, the last thing you say is the most important one. If you want to get a prospective customer to the next phase of the process, make sure to have a strong closing.
A good question can transform a one-way exchange into a dialogue. Talking to your prospect is way better than talking at them. An example of a can’t resist question is: “Have you tried any of those products?”
Send the Right Kind of Email at The Right Time
If you want your marketing message to have a big impact, don’t send the email in the middle of the day. The best time to send emails is when prospective customers are reviewing their inboxes – early in the morning, to be more precise.
Sending emails early in the morning gets the best percentage of opens. It’s the time when subscribers have the time to browse their phones. This tip is widely accepted in the email marketing community. The first peak is at 6 am, but there’s also high success between 9 and 11 am.
As you can imagine, weekends are the least popular days to pitch products or services through email. Tuesday and Thursday are the best days when it comes down to sending sales emails, with the most significant open rates.
Never attempt to send email blasts on Mondays because people already have a hard time getting over the weekend. They go into the office with the emails collected over the past couple of days and the last thing people want is another email in their inboxes.
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