Email Prospecting - Part II

So this email I received on Tuesday. Remember I didn't even really read the first email from Part I. The first line of this email caught my attention (not in a good way) and made me go back to see if I had any other communication from this "salesperson".

You can read Part I - here

~Start

Unfortunately, our schedules didn't match yesterday, and we were unable to speak.

Ok, this did catch my attention, but more because I am truly tired of the "pitch" emails that try to bait you with out and out untruths and misinformation. There was a tiny part of my brain that said, "what did I miss this time?"  Covid brain fog is a real thing. No greeting on the email. At least it didn't start with To Whom It May  Concern.

Have you considered my previous email about the potential match to our BETA program and it's potential benefits to your business?

I'm an Associate Producer with COMPANY NAME, and because of your business's reputation, I have reserved a spot in our BETA program that has all the production costs underwritten.

As mentioned yesterday, out of the top 14 businesses in Minneapolis, because of the reviews you have online you made the list as one of our 1st choices.

Top 14 businesses in Minneapolis?  Our small, family run, boutique trade show exhibit and marketing company is one of the top 14 businesses in Minneapolis?  I better start using that in my marketing materials.  Oh, and remember, those on-line reviews he mentioned? He was supposed to cut and paste something into his first email.

Again, we are underwriting all the costs of production so reply back if you are interested in discussing the availability before I am potentially forced to give it to one of your competitors to meet my deadlines.

I'll be expecting your reply. My number is xxx-xxx-xxxx.

Maybe I should actually give you all his phone number you so can book your session. But the language here?  "I'll be expecting your reply."  Wow.  This guy has never bothered to pick up the phone to introduce himself to us, he doesn't even know my name.  Remember?  'To Whom It May Concern'. 

P.S. It's pretty likely when we add the syndication to the video you will obtain a lot of exposure online. We've had several beta testers experience getting customers after seeing the commercial, and when asked how they found the company they said they had seen the online commercial.

I checked out their YouTube channel. There were NOT several videos out there.

Another 5 Star Review from a satisfied BETA participant "Salesperson called and discussed the idea of the video, there was no pressure applied he just shared with me the idea they have for getting my company a better listing on Google. The product that is produced makes this a no brainier. When they say it is easy and painless they are not joking. All I had to do was take a photo and all the rest was taken care of. I highly recommend speaking to Salesperson. - Rick

Ok, a little more substance to this review, but still not something that is going to make me pick up the phone to make sure I meet his expectations of a reply.

So, my advice to this salesperson?

1. Don't start your email with some statement that really isn't true. You have turned off your reader before they even finish the first statement.
2. Selling to me is your job, not mine. Try something like, "I'll call you tomorrow to tell you more about this amazing offer."
3. Sales is WORK. You cannot think that you can send out an automated email campaign and just wait for the orders to start coming in. You will ultimately fail.

Do you want help with your sales best practices or process? We can help!

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Lori Hanken has been in sales and marketing for over 30 years. She is passionate about service and providing value to her vendors, prospects and clients. Lori is currently co-owner of Total Displays with her husband David. They help people look great at events, trade shows, in retail, museums and develop long partnerships with customers and suppliers. If you would like to learn more, email her at lori@totaldisplays.com. She is an open networker, connect with her on LinkedIn here.

Read other Total Displays Blog posts at http://totaldisplays.blogspot.com/

You can also check out our website at www.totaldisplays.com

Little Red Warning Flags

Do you know those things that happen during the day that make you go, hmmmmm?   Do they happen to everyone, or am I just special?   Don't answer that.     When you hire a new sales rep there is this honeymoon period.   You are in love with what that new sales rep can potentially do and they are in love with the potential of a new job.   Sales reps are famous at selling themselves to a potential new boss.   But when the rubber hits the road, can they deliver?

During the honeymoon, you might notice a couple of things.   You know, little red flags.   You notice them but you ignore them because, well you are on your honeymoon (of sorts).   Equate them to a marriage.   It might be like the spouse that puts the toilet paper on the roll wrong, or leaves the toothpaste cap off.   It isn't enough for you to get a divorce but you might take notice.

Here is what I want to tell you.   LISTEN TO THOSE LITTLE RED FLAGS.   Take note of them.   Actually even write a memo to the file and perhaps if they are severe enough, have the audacity to actually speak to your new hire about them.

Over my lifetime of hiring and firing sales reps, I have gotten better at listening and paying attention to those little red warning flags.   But it still hard.   I guess I believe in people.   I am a glass half full kind of girl.   I don't want to believe that these little warning flags could turn into great big red storm warning flags.   It seems though that unless you head those little warning flags off at the pass, they will inevitably turn into a much larger storm and problem.

CRM is your friend when it comes to a new sales hire.   Measuring performance and tracking metrics is incredibly important.  But what I will also tell you, is it is important to have those same metrics recorded for your best and top sales reps.   For example, if you generate potentials through a lot of cold calling, you need to track a couple of key metrics.

• Average number of calls per day (notice I did NOT say dials).  Watch for reps that artificially inflate their metrics by recording a new call for an immediate call back.  I actually had a rep that recorded in 5 minutes, 5 calls to the same prospect and logged them all as separate calls.  

• Number of potentials/opportunities recorded per week.

• This will give you an average # of calls to new potential ratio/percentage.   This is an important number so that you can back into the number of calls required per day/week in order to generate the number of potentials/opportunities you need to make your quota.

This also gives you a baseline metric/goal for your new reps.

When your average number of new potentials to # of calls placed is 10% and your new (supposed seasoned professional new rep) is only 3%.  This is a pretty big red flag. 

Good CRM usage and measurements will help you identify if your little red flags should be heeded sooner than later.

If you have made a bad sales hire?  Cut your losses quickly.  You can lose a LOT of money if you let it drag out too long.   Have those metrics ready, present them as expectations to the sales rep and you will find that they can't hide behind excuses.

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Lori Hanken has been in sales and marketing for over 30 years. She is passionate about service and providing value to her vendors, prospects and clients. Lori is currently co-owner of Total Displays with her husband David. They help people look great at events, trade shows, in retail, museums and develop long partnerships with customers and suppliers. If you would like to learn more, email her at lori@totaldisplays.com. She is an open networker, connect with her on LinkedIn here.

Read other Total Displays Blog posts at http://totaldisplays.blogspot.com/

You can also check out our website at www.totaldisplays.com