Break the Barrier

Fighting Phone Fear with Killer Emails

Don't call me, I'm letting it go straight to voicemail.

This is a sentiment that we all feel too many times during the work week.

So how do I manage to communicate effectively in the face of this??

Too many prospects want to shoot BDR’s down too easily, and aren't willing to give them the time of day. This comes from a fear of having their time wasted, and not having any meaningful conversations. This mental block can be combated by a strong email game!

The key is to ensure that cold emails are concise, clear, and contain information! Don't trot around the heart of the matter with platitudes and metaphors, like a carrot in front of a donkey, having the prospect follow the yellow brick road until they have completely lost sight of why they have opened the email in the first place.?

If the reason for the email is right up front, they are less likely to click away. No random “hope this find’s you well’s”--simply a declaration of intent and why they are the recipient of this intent. Following that, include key details–what benefit learning more may have to them. Think back to learning how to write a thesis statement--an intro, the main intention or pieces of information that will be presented, and then a conclusion to convince them to follow along.

If the offer to the prospect is “them time to talk more”, realize that this is actually actually detracting from their time to do other important things during the day. Don't be afraid to turn it into a multiple email conversation. If follow up questions need to be asked, that just gives an opportunity to flex product and brand knowledge and communicate all the fine details, and shows respect for their time in the moment.??

I’ve found that the best formula is as follows:

Hi,

I’m reaching out for X reason that is relevant to your company because of Y reason. My company is skilled at providing X service–here is a link or reference that is relevant to you that shows more information on us. Would you be the relevant point of contact at your company to discuss X topic with?

If so, I would be grateful if I could steal a bit of your time for a short call early next week in order to get to know you better! It is always beneficial to talk to other professionals in X Industry, and you could find what we offer to be beneficial. Would X time or Y time be more convenient for you?

Signature

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Of course, personal flair is key here. Prospects are not likely to respond to a cold email that sounds like it was crafted by a robot. Provide specific and relevant details that show proper research on their relevance has been done, and proofread for any mistakes or repetition of information. Having a human voice will elicit a human response! With any luck, with a good first impression, the cold email will show enough competence, conscience, and clarity that people will be willing to take the time to talk more.