When you work in sales email plays a key role in how you do nearly every part of your job—from sending pitches to making introductions. The days of long lunches and golf outings are, unfortunately, in the past. So how do you convey you're a great resource and able to solve whatever problem your prospective client may have?
Start with a well-written message. They have the ability to effectively grab attention and close deals. But one that misses the mark? It might send your prospects running in the opposite direction.
No pressure, right? But, before you spend a half hour staring at that blinking text cursor, go ahead and scroll through this article. We've pulled together five templates to help you craft a sales email that is insightful, and will actually get a response.
1. Sending a Cold Email
Oh, the dreaded cold email. It doesn't matter how many of them you send—these out-of-the-blue messages still have a way of making you feel guilty and awkward. Fortunately, a template like this one can take some anxiety out of the process.
Hello [First Name],
I hope you're doing well!
My name is [Your Name] and I work with companies like [Your Company] in order to [purpose or mission]. I noticed [Company Name] is doing some amazing work in [industry]. I found [article link/news piece] really interesting!
I'd love to set up a time when we could chat about how [Your Company] could help you [thing your company accomplishes]. We've already worked with companies like [1-2 similar companies] to help them achieve [results], and would love to help you do the same.
I'm happy to answer any questions you have. Looking forward to connecting, [First Name].
Best,
[Your Name]
2. Following Up
What a wonderful world it would be if you immediately received a response to every email you send. But, as a salesperson, you know that simply isn't reality—you're going to need to follow up. Here's how to do it as politely and professionally as possible.
Hello [First Name],
I'm popping back into your inbox to follow up on my previous email. I'd love to chat about [product or service], as I think it could really help you with [company goal]. I'm also including [Name of Case Study/Whitepaper], a case study that further explains our impact on [industry].
Are you available for a call next [day of week] at [time] for a quick 30 minutes?
Hoping to connect soon, [First Name]!
Best wishes,
[Your Name]
3. Searching for a Contact
Sometimes you aren't entirely sure what specific contact you should be reaching out to. But, how do you manage to get in touch with the right person—without seeming like you didn't do adequate research? Send an email that looks like this one.
Hello [First Name],
I hope your day is going well!
I see you work as [Job Title] at [Company Name] and I'm hoping you can help me out. I'm looking to get in touch with the best person to speak to about [topic related to your company] at [Company Name]. I work on [company goal] at [Your Company] and would love to discuss how we can work together. Would you mind pointing me in the right direction?
Thanks in advance for your help!
All the best,
[Your Name]
4. Getting in Touch Through a Mutual Connection
Making a cold introduction can have you feeling uneasy, but sometimes being handed a lead from a friend or colleague can inspire even more awkwardness. You want to mention your mutual connection, without seeming overly invasive. Fortunately, as this template shows, some careful wording makes that easy enough to pull off.
Hello [First Name],
My name is [Your Name], and I'm a [friend, co-worker, etc] of [Name], who recommended that I reach out to you.
I'm a [Job Title] with [Your Company], and we work with [customers] to [goal you achieve]. [Mutual connection] mentioned that this could be a great fit for you.
If so, would you like to set up a time to chat [time frame]? I'd love to spend [amount of time] to find out more about what you're working on and how [Your Company] could help.
Thank you,
[Your Name]
5. Sharing a Resource
Effective relationship building is key for your success as a salesperson. So, not every email you send will be overly promotional. Every now and then, you just want to pass along insights that could be helpful to that prospect or customer. Plus, it show you're up to date on industry news and can be a valuable resource to the company.
Hello [First Name],
How's your week going? Hope it's been great!
I was just reflecting on our recent conversation about [topic/industry]. I came across this article this week, and immediately thought of you:
[link to article]
I thought it was a great read, and would love to hear your thoughts about it as well, when you have a spare moment.
All the best,
[Your Name]
Of course, the key to leveraging these templates to their full potential is to make them as personal as possible. So, make sure to go through and inject as many relevant details as you see fit. And don't be afraid to try a few out and see which ones get you the most responses.
And remember, the key to a great sales email is being helpful. Show you're able to solve a problem they're facing, and introduce them to new insights or data in their field. If you think about your customer first and foremost, you can build your credibility and make yourself all the more memorable.
Now press that “send" button and prepare to set the right tone with your prospects and customers.