Here are 5 tips to get you started. This assumes you've already read the parts of Predictable Revenue which go over why I've always liked the "referral" approach rather than cold calling.
(If you haven't read the book, there's a sample of the right chapters at the bottom of this article: "Why Sales People shouldn’t Prospect – An interview with Aaron Ross")
Tip: reading your emails out loud helps you hear where you've written bullshit. Your email should sound like a natural conversation.
Tip: You can't say or write 'please' too many times.
Tip: You can ask questions in friendly, non-salesy ways: "what's the best way to get 10 minutes on your calendar" is friendlier & less salesy than "when can we talk for 10 minutes?"
Tip: People care about what the results you create, not about how you create them. "We're sales consultants" (so what?) vs. "We help companies double or triple new sales growth" (hmm that's interesting, how?)
Tip: Writing emails that get responses is just the first step of a multi-step prospecting process. Don't lose sight of the fact that to make this predictable and scalable, you need systems in place. The most common mistake: executives too focused on demanding lots of activity & results, and ignoring the quality of them.
Tip: My favorite for prospectors and salespeople, and what I recommend to all our consulting clients is ToutApp. They've just designed it to do exactly the kinds of prospecting and emailing we teach. Setting up an auto-series of prospecting emails, innovative tracking features, the best integration to Salesforce.com that I've seen (though you don't need Salesforce.com to use it), and neat reporting features are a few reasons I love it and why I'm excited to create some neat stuff with them, like a forthcoming Predictable Revenue Edition of Tout.
More on all of this:
Tip from the ToutApp team: We highly recommend reading Predictable Revenue to anyone from an entrepreneur, a fresh sales rep or a VP of sales. The book reads as if Aaron Ross is having a direct conversation with you. He gets to the point quickly leaving you with actionable steps and kickass takeaways.
Aaron Ross is the #1 best-selling author of Predictable Revenue: Turn Your Business Into A Sales Machine With The $100 Million Best Practices Of Salesforce.com. His consulting company, Predictable Revenue Inc., helps companies with sales teams double or triple their growth. Before Predictable Revenue, Aaron worked at Salesforce.com, where he created a revolutionary Cold Calling 2.0 inside sales process and team that helped increase Salesforce.com’s revenues by $100 million. Aaron graduated from Stanford University. He lives in Los Angeles with his wife and four children (with two more coming the way via adoption), loves motorcycles, and he keeps his work to 25 hours a week.
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