Your product is built. You’ve purchased a CRM to keep your sales pipeline clean. You’ve sent emails to dozens, possibly hundreds, of potential customers, and now all you’ve got to do is sit back and watch the deals roll in. Right?
Good luck with that.
Most of us weren’t born salespeople. Many people suddenly find themselves in a sales role. Some people just lack basic communication skills. Some people are awesome salespeople, but just aren’t getting responses to their latest batch of cold emails.
If you fall into any of the above categories, it’s all good. Here are 4 adjustments to make when prospects aren’t responding to your emails.
1. Tweak your content to be more customer-centric.
Are you giving them the WIIFM (What’s In It For Me)?
Remember: your sales emails aren’t about you – they should be about the prospect.
An easy way to assess if your sales emails are on-target is to check your pronouns. If the majority of your sentences begin with “I” then you’ve got problems – your writing is literally putting you as the subject. Sadly, neither you nor your product is the center of the universe – make the email about your prospect!
2. Experiment with the time and day you send sales emails.
The question of when to send sales emails has been heavily researched by marketers and salespeople alike. Truth be told, there is a bit of science, but also a bit of luck involved with when someone opens your email. Yes, you can perform basic tests to look for increases in open and reply rates on certain days. And you need to do those tests – the best timing for sales emails varies from company to company. (Mostly, it all depends on your target market.)
What sales prospect email scheduling really boils down to is this: you shouldn’t be emailing Prospect Bill at the same time, on the same day, for weeks in a row and expect a different result.
Keep your timing varied, and get more responses.
3. Send a 3rd email.
…or 4th, or 5th! People have busy lives and overflowing inboxes, so sometimes they’re going to forget they meant to get back to you.
While by no means should you pester or harass a prospect, the bottom line is you’ll probably have to send more than one or two attempts to yield a response. It’s your job to be persistent – just make sure the content is engaging and varied (and that you include the WIIFM in each email!).
4. Find a different point of contact.
So, you’ve changed your email content to be more relevant, you’ve experimented with days and times, and you’ve followed up diligently, but still…Nada.
Have you considered that you might be talking to the wrong person? At least one email in your first five should ask your prospect if they are the correct point of contact.
If the person you’re emailing doesn’t respond and direct you to the appropriate person, you’re going to have to go back to square one. Get back on the prospect’s website. Search LinkedIn again. Research social media profiles for email addresses you’re targeting.
Ultimately, there is definitely somebody at the company whose life would be improved by your product. It’s your job to find them.
Or as Ben Deda likes to say…
Volume and Persistence.
Be like water,
Washing away stone.
- Ben Deda
Have you found any better techniques to get a response when your sales emails aren’t working? Let us know in the comments!