“Are you creating that impression with your emails? And if you’re not, that’s probably why you’re not getting too much engagement with those.” – Todd Caponi in today’s Tip 240
Do you have empathy in email prospecting?
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Scott Ingram: You’re listening to the Daily Sales Tips podcast and I’m your host, Scott Ingram. Today I’ve got a killer tip for you from Todd Caponi to kick off the week, and this is something you can start using right away. Todd is the author of the international best-selling book, The Transparency Sale, a top-rated keynote speaker, and trainer as Principal of Sales Melon, LLC and he’s also Managing Director of Chicago’s VentureSCALE. Here he is:
Todd Caponi: Hey everybody. Todd Caponi here, author of The Transparency Sale and for today’s tip, wonder to talk to you a little bit about email and just empathizing with the inbox of the person that you’re trying to prospect to via email. So one thing to keep in mind is as you move up in your career, let’s say it’s from sales professional to a manager to director to VP to C-Level. With each one of those steps, the volume of emails that you receive goes up. At one point as a CRO, I was receiving between a 100 and 150 emails every single day. So one thing to note is that I had to be responsive to email. So I had to be checking them all day long. I often joke that it was a little bit like playing the instant lottery where I have to check because there could be a winner in there. It could be a message from a customer, my boss, my investors, my board that I needed to be responsive to. But odds are it was going to be filled with losers. So how did I check? Well, two things to think about. Number one is when you have 100 to 150 emails, and in my role as a CRO, I had 30 to 35 meetings that I was into. I just simply could not respond to every single one. Often you hear people say, well, can’t you just respond and say you’re not interested to do that a 100 to 150 times a day is not realistic for somebody that’s in an executive level. So what we do is we scan our inbox and we immediately look at it and say, all right, is this email here to help me or is it you to sell me? And the way you do that is not just with the subject line anymore. We’ve been teaching reps to optimize the subject line for so long, but in every inbox I have, whether it be my Gmail, my Outlook, and even on my phone, there’s a preview of 10 to 15 words in there too. Are you looking at that when you’re thinking about the emails that you’re sending out because the executives are there using that preview as a predictor as to whether or not that email is there to help them or to sell them. My advice to you is to have some empathy with that. Read your first 10 words and understand if you’re putting yourself into that prospect’s choose, what impression are you giving? Is it personalized and valuable or is it clearly there to sell? Is it part of a cadence or is it personalized? You take the time to send it. So one quick chip is to get rid of the I’s and we’s out of the first 10 words of your emails and make it about the customer. And again empathize with them. Think about personalized value. Are you creating that impression with your emails? And if you’re not, that’s probably why you’re not getting too much engagement with those. So it’s a good place to start. Hope it helps. We’d love to hear how it goes and good luck. Thanks!
Scott Ingram: Now do yourself a favor and follow Todd on LinkedIn and go get your own copy of The Transparency Sale. You’ll find links to do both of those things and you can see the video version of Todd’s tip at DailySales.Tips/240 Then if you hurry and are one of the first three people to send me an email to [email protected] Todd will send you the audio version of his book which he narrated himself.
Then make sure you’re subscribed to the podcast in your favorite podcast app, you’ve joined the listener list at DailySales.Tips and come back by tomorrow for another great sales tip. Thanks for listening!