Email Prospecting? - Part 1

 I am going to just come out and say it.  Salespeople have gotten lazy. Automation tools that are supposed to help you reach more people with email blasts, automated list generators and campaign management have made for lazy sales people. So many are not researching a company, an industry or anything before spamming them with their, usually long winded, sales pitch.

I have had many interesting interactions here recently. I'll share a few of them in a series of posts. Hopefully, some salesperson(s) will learn something and improve their success.

Monday morning this week I received the following email (email has been scrubbed so as not to reveal sender's identity, I'm not that tacky.

~Start

To Whom It May Concern:

 They didn't even take the time to find a name of a person to contact. Lazy.

I hope this email finds you well. Since we are both busy professionals, I wish to respect your time by getting right to the point of this email.

 Kind of a long winded "right to the point" message. To me, just one persons' opinion, an unsolicited email with no other contact is not very respectful of my time. It was so long, I didn't even read it the first time, I just marked it as junk mail.

I am reaching out today because your business came to the top of our Research Team’s list due to reviews like this one:

 There was NO review inserted into this clearly template email blast.

 I believe that review values your hard work and deserves more exposure. Let’s make sure that potential clients find your business and are motivated to reach out to you!

 He doesn't even know my name, but he knows this ^?

You may meet our Program’s criteria like the following businesses:

A bunch of really big name companies that have nothing to do with my business.

 Keep reading to find out how this program can work for your business.

 What we do:

Help local businesses gain online exposure by producing 60-second Hollywood-style Online Video Reviews with professional spokesmodels, ensuring we showcase your business in the best possible light. And we cover the production costs. Yes, you read correctly! We are covering all the production costs for a short time. (BETA Program)

So, they are creating fake reviews with professional spokesmodels? 

 Is it for you?

Well, if you would like to increase revenues and have better online exposure like most businesses, then it is. Let’s chat to see if you’re eligible for one of the available BETA Program spots.

 What’s the next step?

We “tentatively” reserved a spot, but due to the popularity of this program, I will need to hear back from you before the end of the day this Thursday.

So, I didn't reply so he should just go away right? I get the concept of creating demand and excitement to get me to respond, but I honestly didn't even read this far in the first email. I'll tell you more in the next series of why I came back to this email today.

Looking forward to speaking with you and the opportunity to share this exciting program!

 5-star review from a satisfied BETA participant "a bunch of words that said Bill liked working with this guy. No substance to the review, no results noted."

~end

Now, I am just being picky... but we are in an industry where details matter. Impressions matter. Spacing on the email was all over the place. Some double spaces, some single spaces, items highlighted in orange are random capitalizations.

So, my advice to this salesperson?

1. Take the time to get a name. I know you can't do this 100% of the time, but 'To Whom It May Concern' should be a last resort.
2. Proof, proof, proof by multiple people if possible before sending an email. Many people are turned off by poor writing, grammar mistakes and even stylistic mistakes.
3. Blind intro emails really need to have an attention getter and be very short and sweet. Really, most people will not read this whole thing.
4. If his 5-star review from Bill with no company name or substance is anything like their promotional videos, I say, "no thank you". 
5. Stories sell. Make your stories meaningful with substance.
6. 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!

Read part II here:  Email Prospecting - Part II

Sign up for our Newsletter Here:   Newsletter Signup

 ASK ME ABOUT OUR PANDEMIC AND ‘BACK TO WORK PRODUCTS’:   See a partial list here:   http://www.totaldisplays.com/content/social-distancing-safety

  ============================================================

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