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The First Email to a Successful Sale

Updated on July 29, 2017
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Raya is a business development professional who has approached and closed deals with numerous prospects in EMEA region.

Your prospective clients get probably hundreds of emails a day. Literally. They don’t, unfortunately, sit still in front of their computers waiting for you to get in touch.

You never get a second chance to make a first impression; so follow these simple steps to create an outstanding email.

Who are you?

Always introduce yourself, the company and type of business you represent. You may either do it in the very beginning of the email or finish it by noting who you are.

Allow me to start by introducing myself - my name is Raya Drenski and I am the business development director of ........ – a consultancy specialized in creating sales tools.

With only one sentence you have managed to politely inform the recipient of several key information points:

  • Who are you?
  • What is your position?
  • What company do you represent?
  • What is its core business?

What is your offer?

Remember that it is not about you but your prospective client. Think and describe what benefits they get. Don’t just explain what you offer and what your core business or strengths are. Always answer the question “What is in there for me?” from your prospect's point of view.

The best structure of this part of the email would be a USP followed by an RTB (Unique Selling Proposition and Reason to Believe). Explain what you do and then give an example or a hint how that would be beneficial for your client.

A set of benefits is crucial. Facts supported by numbers, or justified by a list of happy customers, also help you build a strong position.

Several key points to consider pointing out here:

  • Do you offer a competitive price? Does it challenge the competition so much that it is worth dropping figures in the very first email?
  • How can you indicate that the good price you offer is not a threat to good quality?
  • What proximity do you offer to your client – is your office next door, or you have a geographic span that matches their export interests? Do you speak their language? Do you have a similar experience?
  • How do you ensure quality?
  • Do you have the capacity to meet your client’s needs and expectations?
  • What is your added value? What is the extra mile you are ready to walk for that particular client?

We are dedicated to leaders who value sales as the main engine pushing their business forward. We facilitate and speed up your sales cycle by creating or sharpening your sales weapons. We offer verything you would need to sell more – from email copy to hiring or training your sales team, from power point presentation or a movie to a prospection meeting, from creating templates for cold calling script or your offer or participation at an event or a fair. We fully own and master the sales cycle.

Think about what key questions the client might have and try to propose a solution for those. Of course, it should only be a glimpse into a potential collaboration, short and pointed information that will make them want to go to the next step; it doesn't need to cover all aspects of a future cooperation.

This is only your first email. Be careful not to make your sales persona too pushy or too confident. That might put them off. That is why your tone of voice should be humble, competent, and helpful, not arrogant or invasive.

What are the next steps?

That is the most important part. You have already introduced yourself and prepared a good brief about what benefits your offer holds. Don’t just leave it there. You cannot expect that your prospect to be proactive. Give yourself the opportunity to continue this email into a two-sided conversation. For example, if you inform your prospective client that you plan to give them a call, it is more likely that they will pick up the phone or come back with an answer.

Would it be convenient for you to discuss this topic further over the phone in the first half of next week?

© 2017 Raya Drenski

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