If sales were the NBA…prospecting would be preseason practice. It’s hard...there’s no glory…gratification is not instant. No wonder A.I. didn’t love it.
Back in November, I talked about prospecting in my “5 Components to a Less Shitty Cold Email.”
The post is very helpful when you expect a response on the buyer’s end...but good sales reps are smart enough to know when an actual response is highly unlikely (example – a cold outreach to the CXO who would likely be your deal’s executive sponsor well down the road).
So…what to do?
I’ll tell you what I DON’T DO…I don't ask for anything.
That’s right…let me introduce you to my “No-Ask” email.
The goal of this cold outreach is simple – introduce yourself in a way that sets you up for future communications.
Rather than writing a 500 word essay when 1. I’ve never contacted this person and 2. don’t expect a response, I keep it super simple. Here’s a fake example, where I’m selling fake fire extinguishers.
Larry Brown gave me your contact info. I happened to pass your house while jogging this morning and noticed it was on fire.
Seems like it started in your garage.
Just wanted to give you a heads up.
Fire Extinguisher Sales
Let’s take a look at the key components:
That's right. Deep breath. Resist the urge. This is NOT how most people sell, and your prospect will in fact be intrigued. Get a Yesware license and see for yourself.
Give it a few days, then follow up and build on the credibility you've built with this first "No-Ask." Begin ceding how you can help your prospect "put their fire out." Keep it short. Don't give away the farm on your next call or email. And don't expect an immediate response.
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