Despite all the attention around inbound marketing, outbound sales emails remain one of the most effective tools for complex business transactions, including selling marketing services.
A report from The Radicati Group, Inc. finds that the average business professional receives 88 emails per day. So how does an agency new business person break through and get noticed in a crowded inbox?
I send hundreds of cold sales emails each week as a consultant and sales director at Catapult New Business, and I’ve developed a format that will make your messages stand out and get more responses from senior marketing decision makers.
Paragraph 1 — Entice With a Question
The first line of the cold sales email is the most important. With many email programs including a preview of the message, it’s imperative that the first line pique the prospect’s interest. It needs to be relevant and personal.
An effective way to gain attention is to open your message by asking one or two questions about the challenges the prospect’s business faces. These questions should center on problems that your agency is uniquely qualified to solve.
Research the company, their industry and the prospect to identify these pain points. Then ask yourself: What changes are affecting their business? What is the impact of these issues are on their business? Why are they important to solve?
Always personalize the salutation with the prospect’s name and reference the company’s name. Although the entire message should not read like a generic copy-and-pasted template, this is especially true of the first paragraph.
Example:
Rick,
Considering your acquisition of Zeus Financial, is First Primary Bank facing challenges integrating customer experiences or looking to build even more profitable relationships with customers?
Paragraph 2 — Demonstrate Value
You’ve identified key problems. Now offer to solve them.
Be clear that you are not sending them an email looking to set up a generic capabilities call. Senior decision makers are too busy. Instead, inform them specifically of what you can offer and how you might be able to help. Compel them to get to know your agency better by offering solutions to problems that you already understand.
Remember this is about them, not you.
Agency business development consultant and author Peter Levitan says, “Give them something of value in return. In most cases, this might be a serious insight or a creative solution.”
While you may not yet have a full grasp of the nuances of their business, you’ve demonstrated that you’ve done your homework and understand the likely issues your prospect faces. You have a point of view and a viable answer to the questions you’ve already posed.
Example:
If you’re struggling with either one, or both, I’d like to share two insights that we’ve uncovered about the banking industry and how they might be impacting you.
Paragraph 3 — Demonstrate Capability
You’ve asked the right question and hinted at the answers you have. But who are you, anyway?
The third paragraph will demonstrate your bona fides. This is where you show what you’ve done.
Show the prospect the proof that you’ve done this before. To build trust and credibility, mention clients that you’ve worked with that are within the same business category or faced similar challenges.
This is not about name-dropping. You need to create the wedge. Illustrate the compelling outcomes achieved by other clients using the solutions you provide and can provide for the prospect too.
Instead of saying how awesome you are, make your point by having your clients talk about you. If someone else is saying something about you, it’s a third-party endorsement, which is much more credible.
Example:
Mid-sized financial services clients like Second Eastern Bank have told us that we’ve helped them to provide dramatically better online customer experiences that improved market share by 17% in less than 12 months.
Paragraph 4 — Disarm
Next, is your opportunity to disarm the prospect. Make it clear that you’re not trying to sell them per se but rather to see if your agency might be a good fit.
Since there will be objections, select one and prevent it before it’s had a chance to plant in your prospect’s mind.
Example:
We respect that you may have other agency relationships and that there might not be a fit right now, but we would like for you to know us better because a need could arise down the road.
Paragraph 5 — Call To Action
Complex sales, such as for marketing services, are likely to take months or even years before there’s real movement. You will not make the sale with this first email and your call to action should be to advance the relationship forward.
For ad agencies, the typical next step is to secure a scheduled phone call with the prospect. Should there be an expert or other relevant member of your team that can add value to the call, mention them.
Make this call to action very clear. Limit it to one call to action per message, and one possible link, and propose a timeframe for the call.
Example:
Might a brief chat the week of June 2nd with our Insights Director, John Smith, and I, be of interest?
Full sample
Below is the full example, based on the points described above.
Rick,
Considering your acquisition of Zeus Financial, is First Primary Bank facing challenges integrating customer experiences or looking to build even more profitable relationships with customers?
If you’re struggling with either one, or both, I’d like to share two insights that we’ve uncovered about the banking industry and how they might be impacting you.
Mid-sized financial services clients like Second Eastern Bank have told us that we’ve helped them to provide dramatically better online customer experiences that improved market share by 17% in less than 12 months.
We respect that you may have other agency relationships and that there might not be a fit right now, but we would like for you to know us better because a need could arise down the road.
Might a brief chat the week of June 2nd with our insights director, John Smith, and I, be of interest?
Cheers,
Christian
Conclusion
Writing an effective agency new business cold email requires careful planning and research. If you keep it personal, outline the prospect’s needs, offer potential solutions, demonstrate capability, overcome objections and make a straightforward call to action, your messages will have a greater chance of cutting through the clutter, getting more responses, and paving the way for more new business wins.
Author Bio
Christian Banach is an advertising agency new business consultant and sales director at Catapult New Business. You can connect with him on LinkedIn and Twitter.
