You must talk about what you bring to the table.
Here's what you need to keep in mind - your Prospects don't OWE it to you to read your cold email and respond.
In fact, assuming your Prospect doesn't recognise your name or email address, they might just move your email to the "Trash" folder, without reading it at all!
So, how do you get around this?
Simple. Incentivise your Prospects to keep reading, by highlighting what you're bringing to the table.
For example - you want to get your Prospect to join your webinar.
Tell them that you'll break down and go through the strategy that a company in their industry used to increase their revenue by 10X in this webinar.
Once you do this, your prospect won't be thinking "Do I want to waste 30 minutes of my life on yet another webinar? No thanks".
Instead they'll be thinking "Wow, I'll get to learn the exact strategy that Company XYZ used to 10X their revenue? Dang, I can't miss out on that".
What if you want to get your Prospect on the phone, and have a conversation with them?
Well, many sales reps will say something along the lines of: " When's a good time to connect over the phone? I'd love to share more about what my company can do you".
This sort of alludes to the value that you bring to the table, but it's not EXPLICIT enough.
Try being more specific by using an open-ended question. For example:-
"In your last email, you mention how you're struggling with problem XYZ. When you have a minute to have a chat on the phone, I'd like to propose a solution that can help you increase your productivity by X% and eliminate the problem of XYZ once and for all. When would be a convenient time?"
BAM. Plenty of value in there and no room for a closed answer i.e yes or no.
Note: An open-ended question is designed to encourage a full meaningful answer using the subject's own knowledge or feelings. It is the opposite of a closed-ended question which encourages a short or single word answer.
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