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!

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

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

Word Choices - Me, Mine vs. Ours, Yours

There is so much we could talk about as it relates to word choices.   I am a big proponent of conscious language.   I have sales courses for business development reps and managers on the use of conscious languaging in the workplace.   I also coach women and mothers on the use of conscious language for self care, but that is another subject.

Right now, I am focusing on interviewing and hiring people into your organization.   Recently I wrote about 'little red warning flags'.   You can read about it here:

https://totaldisplays.blogspot.com/2019/10/little-red-warning-flags.html

The concept, is watching, acknowledging and tracking the little red warning flags that come up during the interview process and with new hires.   Ignoring them can have disastrous consequences.

But, let's talk about word choices. 

Rudyard Kipling once said, "Words are, of course, the most powerful drug used by mankind.  Not only do words infect, egotize, narcotize, and paralyze, but they enter into and color the minutest cells of the brain . . ."

In this case, I want to speak about ego centric word choices.   When you are in sales, you want to be focusing on your client and/or your prospect, not on yourself. 

Word choices of me, mine vs. ours, yours.   A good sales/business development rep can certainly be arrogant.   It is a fine line between arrogance and disrespect.   As an employer you must learn to spot the difference, ideally, during the interview process.

Watch during the interview or after hiring for language choices.   Here are some examples:

'I would love for you to visit my showroom'.

'I will check with my team and get back to you'.

'I need you to get back to me with your...'

'I suggest you set aside a time to come to my showroom.'

All of these statements exude arrogance and entitlement.   They are not focused on the prospect nor do they show respect of the company or the company's team members. 

Even as the business owner, I would never use language like that.  I would typically say, 'I would love for you to come visit our showroom, or I would be happy, if more convenient, to come to your office to meet you and your team.'  Change the 'I suggest' (me centric) to 'You should'

Every one of his emails?   The subject line was, "'Joe Blow' at Total Displays".  Email subject lines should entice you to open and read an email.   Does anyone really think that subject line is going to make do that?   No wonder his sales numbers were so low.  That subject line could not be more "me" centered. 

Another language issue to be aware of, is an employee that regularly does not call another staff member by name.   We had a recent example, where an employee would regularly refer to me, the business owner, and his boss, as 'she', 'her', and the worst one?  'The wife'.   If an employee is unable to talk about another co-worker or boss by name.   That is a HUGE red flag indicating respect issues.  If you EVER hear things like this, run, run far, far away!


If you listen carefully and start to be aware of tone, word choices and so much more, you can perhaps head off employee issues early on.   My biggest advice is to listen for all the me-centric language and conversation during the interview.   Is everything about the candidate?   Are they always sharing stories that don't relate to you, your company or the position for which you are hiring?  

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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