Remember last week when we talked about pointers on selling like it’s 2014 and not 1994? Are you ready to give it a go? Don’t worry, if you need a primer–we’ve got you covered.
Let’s get personal. I’m talking about the importance of personalized emails.
For next-level selling, personalizing your emails is an absolute must. By design, whether it’s via your email client or mobile device, we’re forced to glance at the first few words of any email and decide what to do based on your brain activity.
In those critical seconds, based on the sender, the subject line and the first few words–the brain tells us to answer the following questions:
1. Who’s writing to me?
2. Why is this person writing to me?
3. Should I delete it?
Here’s the key to personalizing your emails.
Get on a First Name Basis
Most people field dozens, if not hundreds, of emails per day. It’s high time to start writing emails that get read instead of those that land in the Trash Bin.
Don’t be afraid of getting on a first name basis with a prospect. You’re a friendly human being–show that through your email greeting. In those first few seconds, the email recipient is trying to figure out why you’re emailing them–get personal and use their first name.
There’s nothing worse than seeing an email that opens with a generic “Hi” or the cringe-worthy “Dear User.” Let’s never, ever do either of those again. You’ve got an email address, and most likely it’s the recipient’s name–use it. A “Hey Mark” greeting is a million times better than “Dear Sir/Madam.”
As we’ve said, the Inbox is a personal fortress. People guard their Inbox with their lives and are wary of the unknown guest (aka the unfamiliar, is this Spam email?).
Chances are, in addition to being a friendly human; you’re probably a smart, resourceful, and Internet-capable person. Pro tip: Use all of your available resources–it’s not stalking or creeping–it’s strategic research. Surf the Internet, check out their credentials on LinkedIn, and browse their Twitter feed.
Gather that information to provide context to your email. For example, let’s say a prospect wrote an engaging post on LinkedIn that resonated with you–talk about it in your first sentence. Think more like a friend than a salesperson.
Offer Clear Value
Right after your friendly greeting, provide quick context to your email. The next step is to offer clear value on why it’s important that they finish reading your email. It’s one thing to open an email and it’s another to actually read the darn thing.
So, you’ve worked hard to make a personal connection–now, it’s time to keep your prospect’s attention and act on their needs. How do you offer clear value? Appeal to their interests and needs. If you write an email that contains personalized information or recommendations (such as a software) based on their specific interests and needs–your email will be instantly successful and memorable.
If you’re serious about being a good salesperson, you’ll practice these tried-and-true habits every day. Stay tuned for next week’s installment of selling like a modern salesperson!