<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=833488257027405&amp;ev=PageView&amp;noscript=1">

7 Challenges in B2B Sales That Are Actually Easy to Solve

avatar

Posted by Morgan Rose Elliott - 20 October, 2020

How To Write Sales Prospecting Emails That Get Responses

The average email user receives 143 emails in their inbox daily. And the reality is that only a few of these emails are read. In fact, only 24% of sales emails get opened. Out of these few that are opened, only a small amount elicit an action - like clicking a link or getting a reply. 

How then can you get prospective buyers to open your emails and take a specific action?

The first instinct of most people would be to send out as many emails as possible. If you blast out a ton of emails, you are bound to get a reply right? 

Sending emails isn't the most important part, the important part is getting replies. If you want to connect with a prospect, especially over email, you must address a pain point that the customer has. 

Getting a prospect to reply to a cold email can be challenging, but it's worth taking the time to do it right.

Why?

Surveys have shown that email is the best marketing channel to generate leads and also the channel that produces the highest ROI leads.

In this article, we would see tips that would help you write sales prospecting emails that get responses. 

Let's get started.

 

Reach out the right prospects

To increase the chances of your emails getting opened, send out emails to the right prospects. There is no point sending emails to prospects who do not need the product or service you are offering. 

The first step to success with sales prospecting is targeting prospects that fit your customer profile. 

Your target prospects are individuals that have pain points that your products or service would solve. These prospects are most likely to buy from you and would need less convincing. 

When sending out sales prospecting emails, there are two factors that you would take into consideration:

  • Your ideal customer profile (ICP), and
  • The person within the organization you would be reaching out to.

Like I said earlier, your ICP would be any business or organization that would get the most out of the product or service you are offering. 

Ideal-Customer-Profile-Inputs

Identifying your ideal customer profile would help you determine who you would target with your sales emails. There are several marketing tools that you use in automating the process to get the job done faster.  The more prospects you can reach out to, the more responses you get. 

Here are some factors that can help you determine who your ideal customer is:

  • Company size (number of employees, number of customers, annual revenue, etc)
  • The geographic location of the business
  • The industry that the business serves
  • Product offerings
  • What are their major pain points?
  • What is the primary problem they need to solve?
  • What solution does your product provide that solves that need?

After identifying your ICP, the next step would be reaching out to the right person within the organization. Reach out to people within the company in charge of making buying decisions related to the product you are selling. 

This would bring us to the next step. You would have to personalize your emails to fit the individual within the company that you are reaching out to. 

 

Personalize emails

Long gone are the days of one-size-fits-all emails. These days, email recipients want to be treated as individuals. This would be impossible to do if you are sending the same email to hundreds of recipients. 

Why should you bother with personalizing emails?

Personalized emails are more likely to be opened and clicked on. Reports from Campaign Monitor show that emails with personalized subject lines are 26% more likely to be opened and personalized emails also deliver 6x higher transaction rates. 

Personalizing emails for sales outreach isn't difficult. The question is how much time are you going to spend personalizing your emails. 

Ideally, you want to send out personalized emails to each of your prospects. But this won't be feasible if you are reaching out to 100+ prospects daily.

Then how should you go about it?

Considering that the revenue you get from each prospect would vary, personalize your emails based on the deal size. 

The greater the deal size, the higher the level of personalization in emails. 

Here are some techniques you can use in personalizing your sales email campaign:

Personalize emails using the prospect's name: 

This is a simple yet effective way to personalize your emails. 

Scientific research has shown that people love to hear their own name. It triggers a reaction in the brain that makes them want to hear what you have to say.  

Simply adding the prospect's name in the subject line can increase your email open rate by 29% and unique click-through rate by 41%.

 

Personalize emails around buyer personas:

An effective way to personalize bulk emails is by addressing your emails based on the buyer personas. 

First, group prospects into list segments depending on their buyer personas. 

After segmentation, craft emails for prospects with the same buyer persona and send them at scale. 

You can segment prospects into lists using any of the following tags:

  • Company size
  • Job profiles
  • Priorities
  • Pain points

 

Personalize emails based on trigger events:

A trigger event is any occurrence that creates an opening for a marketing or sales opportunity. These events would provide sales reps with the perfect opportunity to reach out to prospects. 

Here are some example of trigger events:

  • Large customer announcement: If your prospect has just announced a large influx of customers, they would have an increase in revenue. Reach out to them to explain how your product would help them make good use of that extra cash. 
  • Company expansion: Depending on the product or service you offer, a company expanding is an opportunity to introduce yourself.
  • Dissatisfaction with current provider: If a prospect announces their dissatisfaction with their current provider, you can take this as an opportunity to advertise your own product.  
  • Bad Quarter: Is the prospect losing money? Would your product or service help them reverse this trend? Then, reach out. 

You can use a tool like Google Alerts to notify you of any industry news or trigger events you can hop on. 

Here is an example of a personalized email around a trigger event:

Hi {prospect’s name}

 

 

I have been following [company name] for some time and noticed that [trigger event]. Really excited about this new phase for your business!! With a renewed focus on [objective of the trigger event], I think you’ll greatly benefit from our tool that [value proposition].

 

 

Can we schedule a quick call this Monday to discuss this?

 

 

Here is a link to my Calendly:

 

 

Best, 

 

Use an engaging subject line

HubSpot-Best-SubjectLine-Keywords-1

Before a prospect would read your email and take a desired action, they need to open the email first. 

The only way you can get a prospect to open your email is by having an engaging subject line. 

Your subject line is the most important factor that determines whether your email would get opened or not. In fact, 35% of recipients open emails based on the subject line alone.

Here are some tips to keep in mind when writing your email subject line:

  • Keep it short: Your subject line shouldn't be more than 6 to 8 words.
  • Place the most important information at the beginning to avoid it getting cut off.
  • Remove any unnecessary words like "thanks" and "nice to meet you" that can be added in the body of the email.
  • Be clear and specific about the topic of the email.
  • Use logical keywords for filtering. Most professionals have filters to sort out their emails.
  • If someone referred you, be sure to use their name.
  • Personalize the subject line with the recipient's name or company name.
  • Don't put words in ALL CAPS.

Grow sales with A/R automation

Get straight to the point in the body of the email

The body of the email is where you pitch the prospect. Depending on the primary goal of your sales email, the body of the email might vary. 

The primary goal of your sales email can be any of the following:

  • You are hoping to book a short call with the prospect
  • You want to encourage a sale right there and then
  • You want the prospect to try out a free trial of your product

To craft a strong email body, here are three things your email should include:

  • Give context about who you are and your company: The prospect most likely does not know who you are or the company you work for. The first step is to show credibility by establishing who you are. You can also lend credibility to your company by referencing companies you have worked for. A research conducted by Hiplead found that mentioning a famous customer in a sales email increased conversions by 208%.
  • Clarify the problem that your product or service would solve: In a single sentence, tell the prospect what your offering is and the problem it solves
  • Highlights benefits that would help the prospect solve a particular pain point: This is where you give the prospect a reason to hop on a sales call with you. Here you highlight the benefits of your products that the prospect can relate to. You can use quick bullet points to show the value of your product. 

This is an example of an email body that works well:

 

Hey [First name],

 

 

My name is [your name] from [your company name]. [My company] has a product that will help (prospect's pain point) at [their organization name]. [Insert single sentence pitch of benefits].

 

We do this by:

 

1. Benefit/feature

 

2. Benefit/feature

 

3.

Benefit/feature 

 

I think you and your team would greatly benefit from our tool. 

 

I’d love to share some more details.

 

 

Can we schedule a quick call this week to discuss this?

 

 

Here is a link to my Calendly:

 

Best, 

 

 

(Check out this article on common mistakes of B2B email marketing)

Include a clear call to action

It's important that you include a clear call to action in the conclusion of your email. 

A recent statistic shows that emails with a call-to-action increased clicks by 371% and sales by 1617%.

A best practice is to include a single call to action. Your job is to make the decision process as easy as possible for the prospect. Multiple calls to action might overwhelm the prospect; which in most cases causes them not to take any action.

increase-ctas-conversion-rates-performance

So before sending out the email, decide the primary goal of your sales email and use it as your call to action.

 

Follow up

The reason why most sales prospecting emails do not get any responses is that most salespeople fail to follow up. 

According to Hubspot, 80% of sales would require up to five follow-up calls before the deal is won. This stat shows the value of following up. Following up after the initial contact is essential to getting deals done.

To increase the conversion rate of your sales prospecting emails, it's essential that you send follow up emails. 

Tip: If you are sending emails to hundreds of prospects daily, you can use a CRM software to automate your email follow-ups. 

 

Along with automating email follow-ups, CRM makes sales outreach highly effective by collecting prospects’ personal data, creating a holistic view of a prospect, and crafting emails based on it. Most CRM also comes with pre-designed email templates to help you create visually branded messages. 

Summary

How To Write Sales Prospecting Emails That Get Responses?

  1. Reach out to the right prospects
  2. Personalize emails using prospects name, buyer personas, and trigger events
  3. Use an engaging subject line
  4. Get straight to the point in the body of the email
  5. Include a clear call to action
  6. Follow up

B2B Sales eBook to Increase Revenues


Author Profile: Marvellous Aham-adi is a freelance writer and Head of Content at TheZeroed. Where he writes on actionable marketing channels and SEO tools you can use in growing a brand. He has been featured in top blogs like Social Media Examiner, GetResponse, Mention, and Wordstream. 



Topics: B2B Sales, Sales & Marketing


ABOUT APRUVE

Apruve provides a better way to automate B2B credit programs and payments. Our best of breed approach gives enterprises the customization that they need in customer experience, payment offerings, and how transactions are funded.

Payments built Around Your Business: Create a customizable B2B digital payment program with Apruve