“I believe a strong cold email, it should be made even colder via this simple framework.” – DeJuan Brown in today’s Tip 342
What frameworks have you found to be simple, effective, and replicable?
Join the conversation below and share your own frameworks!
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Scott Ingram: You’re listening to the Daily Sales Tips podcast and I’m your host, Scott Ingram. Today DeJuan Brown is back, and I think DeJuan has a different title since the last time he shared a tip. He’s now the VP of Sales at Fringe in Richmond Virginia. Here he is:
DeJuan Brown: Making cold emails even colder with ICY. I’m a big fan of frameworks versus scripts. Frameworks give you autonomy when it comes to wording, cadence and other important communication characteristics. Some frameworks are more popular than others. My good friend David Weiss has made the MEDDPICC framework into a work of art for example. When it comes to cold emails, the internet is packed of lengthy templates full of what should be included to dues, versus don’t and do’s, et cetera. In the interest of my own personal 2020 theme of brevity, I adopted a simple three-pronged approach to cold emails. Over the last year or so I’ve found this approach to be easy to replicate when crafting personalized emails for outreach.
The acronym is simple, it’s ICY and each letter corresponds with what I need to know about three key areas before I hit send.
The first is Industry. There are certain factors that have affected and are currently affecting large parts of your prospect’s industry. The interwebs make these easy to find. If you’re reaching out to someone in manufacturing, for example, it’s well known that industry 4.0 is a hot topic with implications to many parts of a given business. Use that information to personalize your communication.
The next letter is C for the Company. Again, the internet wins when you take some time to understand the business, the growth objectives, the challenges and considerations of your prospect’s particular company. Say what you know and as much as it relates to the problem, your solution is a fix for.
The Y stands for You or Your Prospect. LinkedIn, podcast and articles that reference the individual. You’re reaching out to our all treasure chest filled with insights to help you better understand your prospect. What have they been posting or sharing? What have they written or said in interviews? How do any of these things relate to the problems you help to solve? Say-so? As with any framework, the order in which you address these aren’t nearly as important as that you do address them. In many cases, I find myself starting with why, especially as I consider what my subject line will be. I’ve become an advocate of using direct quotes from our prospect as my subject line, for instance.
So just to recap, I believe a strong cold email, it should be made even colder via this simple framework. Obviously, you want to have a relevant subject line. Then you want to discuss what you know about ICY. The industry, the company, and your prospect as each relates the problems you help to solve. There’s always a call to action. And finally, a sign off of gratitude. What frameworks have you found to be simple, effective, and replicable? I’d love to hear from you.
Scott Ingram: For more about DeJuan, just click over to DailySales.Tips/342 and we’ll have links for you.
Then be sure to come back tomorrow for another great sales tip. Thanks for listening!