Excerpt from: From Funnels to Flywheels: Learning Sales Models that Work class
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Initial contact, no matter how you do it, isn’t about giving as many people as possible the hard sell. Instead, it’s about starting a discussion with the right prospect.
This can be done through email, text, or social media. An email template may start with a personal connection. Your employees should also have a list of questions that will help them understand the prospect’s specific challenges that they are looking to overcome.
Although the goal of an initial sales email is very rarely a sale, the four stages of AIDA can still be applied to copy designed to create interest, desire, and action – even if that action isn’t to make a purchase then and there, but just to start engagement or a conversation!
Note: These communications should be AUTOMATED!
USE A PLATFORM THAT ENHANCES + SIMPLIFIES AUTOMATED COMMUNICATION
Attention – This will be the Subject Line, it is what makes you stand out for the customer to actually open your email. A good subject line sounds like it’s been written by a human and doesn’t sound automated; it doesn’t try to trick recipients into opening the email and it doesn’t set false expectations.
Interest – Next is to generate interest in what you have to say. You should be doing this in the first line of your email. This could include a brief story, drawing attention to a known pain point of your target prospect or stating what you can help your prospects achieve.
Desire – The next step is to create desire for your company by demonstrating its value. Bear in mind that cold sales emails should always – without fail – be short.
Action – Quickly explain to the reader what you want them to do next. In all cases, the easier you make replying, the better. If you’re suggesting a call, state a date and time and ask if that works for them. If you’re asking them if they’d like more information, say that all they need to reply with is a “yes.”
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