#002: A Cold Email Template To Fire Up Your Sales
Need a quick jolt of momentum this week? Try this template.
“Don’t judge each day by the harvest you reap but by the seeds that you plant.” — Robert Louis Stevenson.
Need to generate some new sales momentum but don’t know where to start?
Then begin here:
Write a clear and concise introductory email that converts cold leads into hot prospects.
But how?
Try this simple template in today’s Systematic Selling Newsletter.
Welcome to Systematic Selling, a newsletter for entrepreneurs ready to squeeze the stress out of sales and build a business they love.
In this issue, we’ll discuss how to fortify the following Sales System(s):
#2. Prospecting
(Get up to speed on all 10 Sales Systems here.)
Did someone forward this email to you? Join other smart entrepreneurs on the journey of mastering the sales process and achieving your most ambitious goals.
Now, let’s get started! 👇
Start Slow to Go Fast
Before breaking down the template, let's explore the rationale behind my cold-email approach.
Many sales experts advocate for an initial email that pitches the prospect on booking an appointment with you.
That makes sense, right? It’s not like you’re expecting them to buy on the spot. All you’re asking for is a short meeting.
But that mere 15-minute meeting is still a huge request of a prospect who doesn’t know or trust you.
And most recipients will ignore your pitch for a meeting because it exceeds the level of trust you’ve earned.
Instead, start slow with the prospect by limiting the initial goal for your email. This will improve your odds of getting a response that opens the door to a relationship. Then you’re in a better position to discern the person’s interest level and establish enough trust to make a larger request—like “Let’s meet”—to put the buyer’s journey on a faster track.
How do you “start slow”?
Begin by asking the prospect to confirm whether they’re the right person you should speak with.
That’s it. Save your pitch for a meeting later—when your prospect will be most receptive to you.
Taking the slow-roll approach works for three reasons:
1. Gives you permission to market. When you send an email that gets the person to respond with something like, “Yes, I’m the person you should speak with,” they implicitly give you permission to continue the dialogue.
2. Improves your response rate. Since they don’t feel like you’re pressuring them, they’re less likely to put their guard up—and more likely to respond.
3. Points you in the right direction. If the recipient’s role within their company has changed, they’ll be more inclined to reply with the new contact’s information. And sometimes, they’ll even copy that person on their reply email, which helps warm up the lead before they hear from you.
Now, here’s the template👇
Template: “Who Would I Speak With?”
Subject: Inquiry
Hi [Contact],
I'm hoping you can help point me in the right direction.
My name is [full name] with [company name].
We [give a one-sentence description of your service with your value proposition, e.g., to reduce costs, improve efficiency, etc.].
Who would I speak with at [prospect’s company name] about offering a competitive proposal on your [HVAC maintenance, accounting services, employee benefits programs, etc.] to explore whether we could save you money? Would that be you?
{Alternative 4th paragraph: Who would I speak with at [prospect’s company name] about whether you ever outsource your [HVAC maintenance, accounting services, content production, etc.] Would that be you?}
Thank you for all your help.
My best,
[Name]
[Signature]
Why It Works: Clarity
You might be thinking, “Sean, that’s a boring email. There’s nothing clever about it.”
Precisely.
It’s not intended to be clever. It’s meant to be crystal clear.
And this template has consistently hit 20-30% response rates for my clients and me for over 20 years.
In other words, every five emails sent yields at least one new prospect who gives me permission to market to them.
The email works because it follows a simple 5-point structure:
1. Ask for help.
2. Introduce yourself and your company.
3. Give a one-sentence description with a concise value proposition.
4. Confirm that the person is the best contact.
5. Thank them for their help.
Each paragraph is only one to two lines, making the email easy to scan, read, understand, and act upon.
The Simple Subject
You might also object to my subject line—“Inquiry.”
Why would this understated (and boring) subject line outperform the more descriptive and clever ones, specifically for introductory emails?
Two reasons:
1. The simple subject line doesn’t scream “sales pitch,” which improves the odds of the recipient opening your email.
2. It creates curiosity.
“I wonder what this inquiry is about.”
“A competitive proposal…on what?”
Remember: The purpose of the subject line is NOT to impress someone with your creativity but to get that person to read your email.
The Response
Suppose the prospect responds, "No, actually, you would want to speak with John Smith."
What’s your play?
Approach John Smith with messaging similar to your original email, but replace the fourth line with “To confirm …”:
Hi John. Joe Wilson pointed me in your direction . . .
My name is [full name] with [company name].
We [give a one-sentence description of your service with your value proposition, e.g., to reduce costs, improve efficiency, etc.].
To confirm . . . Are you the person I would speak with about offering a competitive proposal on your [HVAC maintenance, accounting services, employee benefits programs, etc.]?
My best,
[Name]
[Signature]
If the prospect identifies themselves as the contact, then proceed to your “next step” to:
Schedule a Discovery Call
Get permission to place the prospect on your email list
Or get permission to send more information.
The Bottom Line
When you approach cold emails with the attitude that you're NOT trying to secure an appointment on the first contact, you take the pressure off the prospect. This allows them to warm up to you, where they’re open to getting to know you—and meeting with you.
So, what are you waiting for? Put this email template to work right now for that quick jolt of momentum you’ve been looking for.
And hit reply to let me know how it goes!
Whenever you’re ready, here are 3 ways I can help you:
1. Follow me on LinkedIn for daily content that empowers you to conquer your sales goals and build a thriving business.
2. Share your biggest sales challenge holding back your business growth. Reply to this email with your question, and I might address your challenge in a future issue of Systematic Selling. Together, we'll help you and others in our community overcome obstacles and achieve success.
3. Explore personalized 1:1 coaching tailored to your unique sales challenges. If you're ready to transform your business, email me at sean@lydencommunications.com to request a call. We'll discuss your needs and my availability, and determine if I'm the right fit to help you break through barriers and reach your goals.
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