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Prospecting by Email

Are you prospecting by email? First of all, the phone is - almost - always better. But, you don't have every prospects' phone number. So, if you find yourself sending prospecting emails, here are four rules:

  1. Keep it short: It can't be longer than a blackberry screen.
  2. It better be tailored: If you're sending generic emails, don't expect to hear back.
  3. It often takes more than one: Count on sending three, four, or more before hearing back.
  4. Get permission: If you're just sending emails without gaining permission, you're probably spamming.

Let me share two examples of recent emails I've received. One good. One bad. After requesting some information from a professional services firm we're considering engaging, I received this message:

Hi Jeb, Since you requested information about our work last night, I thought I'd first send you the attached case study. It highlights a project we recently completed with an HR Training firm. I've personally worked with a handful of training firms (candidly, no sales training firms) and have found a number of ways we can help. Let me know a good time to call. If I don't hear back, I'll try to reach you by phone tomorrow. [Name] [Phone Number] [Company]

Why is that so great? First, it's short - I could read it on my iPhone. Second, it's obviously tailored to me - he knows I'm in the training business. Third, he's pre-prepared me for his multiple contact approach. Fourth, I'd already requested his contact. Also, I like this one because he's provided something for me to review. Chances are, I won't. But it's still nice to get it. Here's a bad one that I received . . . on the SAME day from one of his competitors.

Your request has been received. One of our experts will cnotact you shortly. Sincerely, [Company] P.S. This email address is not monitored. Please do not respond.

Why is that so bad? I don't think I have to tell you.

Do you have any effective email prospecting tips? If you've got some emails that generate results, please share them in the Comments Section below. How do you use email to get someone to call YOU back?

-@JebBrooks