Prospecting Emails: Quantity vs Quality

Crafting prospecting emails is an interesting thing. The goal is to get a prospect interested in your offering. Yet only a few times we send one that says "You're important". 

Sales is a difficult job. You have a quota to meet and management has forecasted the level of activity you need to be successful. So it's normal to think that more activity means better results.

This is how we end up trying to do more in less time. Multiplying our efforts by using templates and tools to email many prospects at the same time.

But let's flip the script for a second...

What would it take to get you to respond to a prospecting email?

A book called "How to Win Friends and Influence People" says that if the salesperson mentions your name, talks in terms of your interests, and makes you feel important; you're more likely to respond.

I'm not against templates and tools that help speed up the creation of an email. It helps us save time for that part of the email that we're going to re-write again anyways. But I'm against completely automating the whole process.

You can't automate making someone feel important sending the exact same email to everyone. We're all unique, so only a unique message can make us feel important.

This means taking the time to learn more about your prospect. Viewing their LinkedIn profile, mutual connections, and company page. Maybe even a couple of Google searches if needed. Then using what you learned to convert your email template into a unique message.

That sounds more like a fair transaction.

OK, I'll take the time to learn more about you and respond... because you took the time to learn more about me too.

Photo by jakecaptive / CC BY