Sales Prospecting: 7 Cold Emails to Get Responses from New Leads

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Cold email if you sell B2B products Cold email if you sell B2B services Cold email for freelancers or contractors Cold email to poach a competitor's customers Cold email to pitch a retail buyer to carry your product Cold email that leverages a referral from the prospect's colleague Ask for the prospect's feedback on your product
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Cold email if you sell B2B products

Subject:
An extra 50+ minutes a day

Build rapport by relating to their work.

To be able to mass send one cold email approach to everyone in a list, put prospects with different roles (thus different pain points) from different types of companies (for example: tech startup versus ecommerce company) into separate lists. In this example, the approach targets HR managers who would love to save time on grunt work work to be able focus on high level strategy. Something they can actually be recognized and promoted for.

Highlight the biggest differentiating feature of your product and show a screen capture or screenshot to visually demonstrate it.

Present 3 times in the next few days for an initial chat. Use a mailto link for each time slot that opens up a prewritten email the prospect can 1-click send. When a prospect does, email them back a calendar invite containing a link to the call. By offering preset times and making it easy to schedule, the prospect doesn't have to think too much. The killer of conversions.

Download a step by step cold email guide

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Cold email if you sell B2B services

Subject:
About vanquishing those 2pm fades at the office

Personalize your cold email by making a meaningful comment about something your prospect recently did or said.

Describe what your solution is and why your solution is superior.

What is the biggest benefit you offer to the prospect, a benefit that is most relevant to their goals? A lot of people get this one wrong. For example, if you're selling office snacks, your biggest benefit is not that you satiate employees' hunger or make them happier (employees will not be the ones buying your snacks, the company is!). So for a company, your benefit is by making their employees livelier and happier, they get more stuff done for the company.

Download a step by step cold email guide

Cold email for contractors or freelancers who offer B2B services

Subject:
Use [sitename.com] to turn your visitors into customers

Provide a positive comment about the prospecjt's work.

Even listing what benefits you offer the prospect isn't enough for B2B service cold emails. Why? This still requires your prospect to expend the cognitive effort and take an imaginative leap to visualize how you can apply your skills and experience to help them. Most prospects won't. Instead, you'll get the most responses when you provide ready-to-act-on ideas or strategies tailored to your prospect's business goals.

Provide a few ready-to-act-on ideas and explain why they work.

Gentle ask for your prospect to respond.

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Cold email prospects who use products that serve needs relevant to your services

Subject:
This template is part of Art of Sales, a system of 40+ proven templates covering every key stage of the sales process. Consistently gain new customers without worrying about dry spells. Click to learn more.

Mention where you came across this prospect and use the topic they commented on to open the conversation.

Provide them valuable lesser known insights related to the topic they commented on and the services you provide.

Mention a specific result you achieved for a client to intrigue them into asking for more details.

Cold email to users affected by a change in a similar product

Follow the news about products that are similar to yours. When they roll out a change its customers reacts negatively to, browse different sites to compile a list of customers who use this similar product. Good places to find them: Nerdy Data (if your competitor's product is something people add to their sites, Nerdy Data lets you find all the sites that use their code), Capterra (customers who reviewed your competitor's product), Reddit (find people who mentioned they use your competitor's product). Add each person's full name and the company they work for (search for it on Google or Linkedin if this info is not readily available) to a spreadsheet. With a prospect's full name and company information, you can smart guess their email address to send them a cold email introducing your product as a better solution.

Subject:
Alvo just acquired Trellis - keep using all the project management features you love

Explain what change happened with the product the prospect is using and the impact this change may have on their future use of it.

Show the prospect your product has the most important features of your competitor's.

Then list a few valuable features you have that your competitor doesn't to entice them to migrate.

If possible, make it easy for prospects to switch by letting them migrate their existing data.

Download a step by step cold email guide

Cold email to pitch a retail buyer to carry your product

Subject:
Nordstrom + GO: the “revolutionary smart carry-on luggage” (Travel Leisure 2017)

In one short sentence, who you are and the product you create, framed in terms of its main differentiating feature or in terms of a catchy quote about it from an authoritative source.

Show your reason for connecting by saying you noticed they’re the buyer for X store and department. Praise their product selection taste in a way that hints your product matches their criteria.

Introduce a list of top reasons why your product would resonate with their customers by mentioning 1-2 of your product’s differentiating features. You can also mention how carrying them would elevate the store's reputation.

List 3-4 of your product’s top differentiating features, framed in terms of how they benefit the buyer’s customers.

Establish your product's credibility by citing a good sales history and/or reviews from authoritative sources.

Show you’re open to a lower initial order size so the buyer knows they can test it first.

Ask for permission to send product sample as a way to gauge their interest level in your product.

Download a step by step cold email guide

Cold email: open the conversation by leveraging a referral from the prospect's colleague

Getting a referral from your prospect's colleague lends you credibility. Also, letting your contact know someone else is aware of this exchange gives them more impetus to respond.

Just fire off an email to a mid-level employee of the company with:

Subject:
Who's the best person to get in touch about this?

Ask them to refer you to someone in a department who's responsible for what you want to sell.

Download a step by step cold email guide

Using a referral from their colleague in a cold email

Subject:
[Name of colleague who referred you] recommended I speak to you about advertising

Briefly introduce who you are and explain what your company does in terms of what results you delivered for other customers.

Again, don't expect your prospect to take the initiative to call you. Your initial sales email should focus on introducing them to your products so they know what to expect when you call them.

Download a step by step cold email guide

Ask for feedback: put yourself in front of a potentially influential customer

If you're just starting a business, find influencers and ideal customers who would benefit from your product and email them to ask them for feedback. The benefits are twofold. First, they can provide you with valuable insights about how your product can be improved. Second, they may actually end up being your customer if you like your product or share it with their audience. This approach is effective because by only asking for their advice, you’re not raising their don’t-sell-me defenses.

Subject:
Eagerly anticipating Fire and Ice +your brutally honest feedback?

One sentence meaningful comment about why you value their work and expertise.

Briefly explain what you created.

Highlight 2-3 of the major pain points your product solves.

Ask them for a brief chat to discuss the challenges they face doing what your product solves.

Download a step by step cold email guide

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