Jaime Muirhead
In sales, every prospect should be treated as if they’re the most important prospect in the world. Each prospect is special. Each prospect has a story. Done well, a personalized email or outreach can go a long way toward deepening your relationship, as well as closing the deal. Here are some tips on how to create that special outreach.
Keep great notes in Salesforce
With many prospects on your list, it’s tough to keep track of their personal and professional lives. However, this is possible if you keep updated notes in Salesforce. Small talk is the perfect time to ask those personal questions and take notes. For instance, one of my prospects had to reschedule a meeting last week because his wife had a baby. This is the perfect opportunity for personalized outreach and follow up once he’s back at work.
Easily allow the prospect to schedule the next call
The easier you make it, the more likely they will be to take the next call. Use a scheduling service, such as ScheduleOnce, to allow the prospect to find a time that works for both of you, without the back and forth. In addition, tools like ScheduleOnce automatically put that meeting on your calendars with the call information.
Provide an out
If the prospect doesn’t take the meeting, don’t make them feel bad about it. Instead, remember that in a few weeks or months, this gives you the opportunity to re-engage. You can reference the previous outreach on the next attempt, for example, “I know you’re super busy…” Without an out, the next email you send will come off as pushy. With the out, one final attempt seems more reasonable.
Share relevant content
In the case of the prospect with the new baby, we know that he cannot take a call this week, so instead, make use of that time by giving him helpful content to read to keep him engaged. This could be the latest blog post, a product overview guide, or a fun infographic from your company.
End on a positive note
I have found that the best way to leave an email or a call is with a positive note. “I’m looking forward to continuing our progress.” This implies that everything is going well, that you are not frustrated with the lack of response, and that you will be there for them when they are ready.
Bringing it all together, here’s an example of a personalized email outreach.
Strong email outreach
Hi Joe,
I’m sure Mother’s Day was extra special this year with the new little one! Is this week better to revisit our apps and continue our progress?
If so, you can access my calendar (include link) here to get something on the books.
If not, I understand, however, perhaps you would like some light reading, so when you are ready to jump on the call you can have a head start.
(Links to helpful content, such as overview guides, product documentation, etc.)
I’m looking forward to continuing our progress!
All the best,
Jaime Muirhead
Bad email outreach
Here’s an example of a bad email.
Joe,
I never heard back from you. Are you still interested in deduping SFDC? Please let me how I can help.
Best,
Jaime Muirhead
This bad email does not engage the prospect, imply next steps, or provide insight into how/why your product will help.
Every email you send can make or break a sale. Therefore, every email counts. Let’s make the most of them.
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