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Read Time: 6 mins
Hi everyone, last week, I gave a lightning lesson on ā”how to identify high-potential enterprise accounts. I really had fun creating the content, practising, and delivering the lesson.
I want learning to be fun and enjoyable, and I'm so happy I was able to deliver. Thank you to those who signed up and attended. If you missed it, here is the recording and the resources(AI prompts and slides).
As a result of this work, I shared how I write my outreach emails. And these outreach emails are between 85% to 95% response rate.
Not necessarily the first emailā¦ response might come from the 4th email or even on another channel like LinkedIn DMs. The most important thing is that you are reaching out to prospects who are potential client because:
they have a problem you can solve
they have the capacity to pay
they are the user, relevant stakeholder or decision-maker
And I will break it down here on how to do itā¦ let's go!
The SPAM Dilemma
We're all victims of email overload. Our inboxes are constantly bombarded with messages. However, there's been a recent decrease in spam. Google and Microsoft have stepped up their efforts to police email spammers.
On the flip side, it's becoming increasingly challenging for us to reach our clients.
Despite these challenges, there are effective strategies to ensure your sales outreach emails reach your potential clients and engage them meaningfully. Following a structured approach, you can craft emails that stand out in crowded inboxes and compel recipients to respond. Let's explore the key steps to creating impactful sales outreach emails:
Be clear on the problem you are solving.
When we talk about the Business Problem, we're really looking at three key things:
The client's situation: This is what the client is experiencing right now. They may be struggling with something or facing a challenge.
Your client's key decision criteria or compelling event: These are why the client should adopt your solution now. It's what makes your offer timely and relevant.
Your solution aligned to your client: This is how you can help. It's the problem you're solving for them.
Understanding these three elements helps us craft a message that really speaks to the client's needs and shows how we can help them.
Develop your Business hypothesis.
Let's talk about coming up with a good idea to share with your clients. Think of it like brainstorming a cool project you could work on together.
You'll need to do account research and intelligence to do this effectively.
Thorough research is crucial for effective sales outreach, I can go on and on about how important it is, but these are the key points:
We showcase expertise and build trust
Ensures we're targeting the right accounts and decision-makers
We validate a real project or opportunity. We are not spamming people and pitch-slapping
Let's break down a straightforward approach to conducting this essential research:
Research the Account
Use Perplexity and ask the Top 9 questions. Here is the prompt.
Study the company's website, focusing on their products, services, and recent news.
Analyse their annual reports, social media presence, podcasts, etc., for insights into their current business goals, challenges, and priorities.
Look for recent press releases or news articles about the company.
Identify the Right Person
Use LinkedIn to find users, stakeholders and decision-makers.
Look for individuals who have authority over the problem your solution addresses.
Develop multiple points of entry, from users to key management.
Develop Your Hypothesis
Based on your research, formulate a clear statement about the problem you believe the company is facing.
Outline how your solution could address this problem.
Identify potential benefits or outcomes that would be valuable to the company.
Resources for effective research and hypothesis building:
āLinkedIn Sales Navigator: For in-depth account and contact research
āCrunchbase: For company information, funding details, and recent news
āApollo.io: For comprehensive business contact information
āGoogle Alerts: Set up alerts for your target companies to stay informed about recent developments
You can create a well-informed business hypothesis by investing time in thorough research and carefully identifying the right person to contact.
This approach increases the likelihood of your outreach resonating with the recipient, leading to more meaningful conversations and potential collaborations.
How to write your sales outreach email
Maintain a Polite and Professional Tone. While being friendly is important, maintaining a professional tone ensures your emails are respectful and suitable for business communication.
Your subject line is the first impression and can determine if your email gets opened. Make it intriguing, relevant, and brief to grab attention immediately. Based on your research, you can use these words. They will not make sense to anyone but will make sense to the recipient, which is the point. For example, "Sharise x WaterMeter App x Fraxional". In this context, I learned that the account is having issues with their water meter projects.
Be Clear not Clever. Get straight to the point. Clients appreciate emails that are easily read and quickly convey important information. Avoid jargon and keep sentences short to hold the recipient's attention.
Write why you are reaching out and share your business hypothesis of how you can help. State facts and give reference to the fact.
Create a strong call to action. Clearly state what action you want the recipient to take next. Whether scheduling a meeting (don't send a calendly), visiting a website, or downloading a case study, ensure the CTA is direct and easy to follow.
Example
Timing and Frequency
Send emails at times when recipients are more likely to engage; a CEO told me that Thursdays and Fridays work best.
Honestly, I would not be hung up on timing. I would be more careful about the frequency. Avoid sending emails too frequently to prevent overwhelming your clients, but ensure enough contact to stay top of mind. A CEO advised me to send at least five emails.
Just space it enough.
I would send it on a Thursday and then follow up the following Thursday from the first email, as these are executive levels. I would also reach out on LinkedIn.
Conclusion
Crafting effective sales outreach emails is both an art and a science. By following these steps - from thorough research and hypothesis development to personalised messaging and strategic follow-ups - you can significantly improve your email engagement rates and, ultimately, your sales outcomes.
Remember, solving your potential client's problems is key to successful outreach. Your emails should clearly understand their challenges and offer tangible solutions. Be persistent but respectful, and always aim to build meaningful relationships rather than just closing deals.
As you implement these strategies, continue to refine your approach based on the responses you receive. Each interaction is an opportunity to learn and improve. With practice and persistence, you'll develop a keen sense for what resonates with your key accounts, leading to more productive conversations and successful business relationships.
It's a muscle that you are building.šŖš¼
Stay committed to your outreach efforts, remain adaptable, and keep refining your skills. The results will speak for themselves as you see an increase in positive responses, meetings scheduled, and ultimately, deals closed. You got this!
Thanks for reading, see you next week!
Ren
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