Prospecting Email: Optimize the Impact of Your Emails (3/3)

This article is the last in a series of three, designed to help you write an effective prospecting email. In the first part, we outlined the dos and don’ts for creating an effective email subject line. The second part was dedicated to the email’s content itself. In this third article, we will give you methods and concrete examples of prospecting emails that work!

The BRIEF Method

Joseph McCormack, author of Brief: Make a Bigger Impact by Saying Less, proposes a method for writing an impactful prospecting email. It consists of 5 phases. For each of them, the salesperson must ask several essential questions.

Phase 1: Context (B)
You need to lay the groundwork for your relationship with this prospect. What have you discussed recently? What actions did you agree upon during your last conversation?

Phase 2: Reason (R)
You are writing to this prospect with a specific purpose; it’s up to you to define it. Why are you writing to your prospect today? Why should they pay attention to your message?

Phase 3: Information (I)
This third step involves defining the new information you will provide in this email. What new information do you have to share? What prospect questions do you need to answer? Has anything else changed since the last interaction?

Phase 4: End (E)
You need to build on the next steps of your collaboration. What are the next steps to move the relationship forward? What tasks or projects do you need to accomplish?

Phase 5: Follow-up (F)
This last step involves anticipating the prospect’s objections and addressing them in another email. What objections might they have? How will you respond to them? What resources can you provide in return?

Here’s what an email using the BRIEF method might look like:

Dear Ms. Schmitt,

Thank you for your call yesterday. It was important to learn more about your SME’s needs regarding…

I would like to schedule another call with you and Mr. Martin so we can discuss your project regarding….
You mentioned that Mr. Martin has a concern regarding the implementation of….

In response to this request, I am attaching our white paper on the subject. I hope it will help clarify things for you. Please do not hesitate to call me if you have any questions.

Are you still available next Tuesday at 2 PM?

Best regards,

Martine Lamard, Sales Manager at (your company name)

Prospecting Emails That Work

There are as many ways to prospect as there are prospects. Unfortunately, there is no miracle email that professionals can send en masse to their entire database with extraordinary results. Far too many criteria come into play. Nevertheless, a few types of emails stand out for their effectiveness; here they are:

• The white paper: offering a white paper produced by your company adds value. You prove to your reader that you are the expert they need. This tool helps generate leads.
• The video interview: the medium itself is out of the ordinary. By offering an interview with your experts or the company’s CEO, you bring a more human touch to your relationship. With this medium, they already know you a little better. Furthermore, a video requires less attention and concentration than reading a document.
• The invitation: Are you organizing an event? A conference? A coworking session? Invite your prospects to participate! It’s a good way to get to know each other around a specific theme. Moreover, your contact will feel privileged.
• The game: setting up a quiz is a good way to attract attention. This gamification tool is more original and fun than a classic email. It boosts response rates. You build affection for your company and start with a lighter contact with your contact.