Interested in improving your telephone prospecting results? The trick is to integrate email into your calling efforts. A well-crafted email combined with a solid telephone follow-up can double or even triple your results.
Here are seven keys to making the most of your email and telephone prospecting efforts:
1. A helluva subject line. The first key is to create a subject line that catches the eye of your prospect, something that is different and unique, that makes her curious enough to open the email rather than delete it. And that’s the challenge. Most people have never been taught how to craft a subject line that screams “Open me!”
2. An intriguing message. An intriguing prospecting message is a one-to-one message—the kind that doesn’t come from an e-mail blast. This is a targeted strategy, rather than a shotgun approach. It poses a problem that the prospect might be experiencing—something that picks at a “scab,” so to speak, and agitates the reader. It then goes on to offer a possible solution (your product or service) but without specific details. In other words, it teases rather than sells and makes your prospect want to learn more.
3. Timely follow up. Prospecting emails have a short shelf life. You must make your follow-up call within 24 hours of sending your email. A week—or even two days—is too long.
4. A gatekeeper strategy. You can use your email proactively or reactively in order to get past your prospect’s gatekeepers. Your email provides you a legitimate reason for calling and increases the odds of reaching more decision-makers.