10 Ways To Teach Your Customers To Buy From You by Gerry Moran

When it comes successful social selling and meeting your sales quota, being more like a car mechanic, instead of a car salesman, might be the key to your success. Huh? How are you going to meet your quota if you don’t act like the tenacious and famous car salesman, Cal Worthington?

Teach Your Customers

I have purchased over 10 cars in my lifetime and cannot remember any of the names, faces or other details of the people who sold them to me. However, I remember every car mechanic I’ve ever worked with. I remember each of them because we built a trusting relationship. They taught me and did not sell me. They showed me how to maintain my car and advised me on what to look for when buying a new car. They were my trusted advisor who helped me fix my current problem and frame my future purchase. Wow!

Whether you are selling enterprise software solutions in the cloud or trading show shipping services you can position yourself as a teacher, like my car mechanics, and reap the rewards of being a top seller.

Social Selling Lessons | Be A Teacher Not A Seller

1. Differentiate Yourself From The Sales Sharks. With InsideView reporting that 90% of CEO’s do not return cold emails or calls, becoming a trusted advisor and teacher to your customers makes sense. It’s the only way to break through to them. Don’t ‘look’ like the typical sales professional and you will separate yourself form the herd of sales sharks.

2. Don’t Be All About Making A Deal. Instead of focusing on a small amount of sales, build a large social network people modeled after your customers and their influencers. 75% of B2B decision makers use social media to learn. So, plug into this larger network, to bust your quota.

3. Pass On Valuable Information. Don’t use your social media and network channels to promote your solutions. Pass on valuable information, instead, to lead the conversation to you when the time is right to buy. You want to be known for handing out knowledge and not brochures.

4. Associate Yourself With Great Brands. You are the company you keep, so keep good company. Associate yourself with great knowledge brands, like Harvard Business Review, Financial Times and the Wall Street Journal, to build your reputation and brand.

5. Think Outside The Trade-Show Booth. Cast the trade booth sales mentality away and spread your knowledge so people will eventually visit your trade booth when it’s time to buy; 73% of customers are willing to engage with you on social media, so get to it!

Successful-Content-MarketingThink.com-@GerryMoran

6. Use Social Media To Teach And Not Sell. Selling is best done face-to-face. However, Social Media Today reports B2B buyers look at an average of over 10 digital resources before ever making a purchase. Since customers need to learn before they buy, use this opportunity on social media to connect. Your customers are there whether or not you are.

7. Teach And Connect With Today’s Technology. Connect and get on the radar of your customers and potential networks by retweeting, sharing, commenting and favoriting others’ content. Intersecting with their learning tools is a great way to build a relationship instead of finding and phoning them from a LinkedIn search. LinkedIn reports 85% of IT Decision Makers use social networks for business, so your future customers are waiting for you to socially engage.

8. Develop Insights. Before you teach and connect with your customers, you need to listen to the customer and their customers. Listening is a great way to prepare for your connections and calls. SirisuDecisions reports 82% B2B decision makers think sales representatives are unprepared for meetings, so this insight-driven approach will help you build the best social selling lesson plan.

9. Tap Into The Ready-made Network. There is an entire social community on LinkedIn, Twitter and blogs, where customers are tapping to learn how to be smarter, more effective, more efficient to make more money. Determine how to tap into this potential, leverage the rules of engagement, and position yourself as a teacher; especially since the Sales Benchmark Index reports reps with 5000+ linked in connections have a 98% chance of attaining quota.

10. Be A Publisher. In addition to curating and passing on the great content to your network, create your own assets on a blog. Blogging is the social selling secret weapon. Hubspot reports that 92% of companies that blog multiple times per day have acquired a customer from their blog, so this strategy seems like a no-brainer!

Do you have another teaching tip to share? If so, please comment below.

 

How to figure out which LinkedIn Groups your buyers are part of? By Ankur Chaudhary

The best of social sellers leverage LinkedIn groups to their highest potential to develop relationships while generating warms leads for themselves.

However, often, we are not sure how to identify which LinkedIn groups our buyers are a part of. If you are using the LinkedIn advanced search option to build your buyers list, it is very easy to identify Groups your buyers are active in.

After filling in the criteria of your buyers, press ‘Search’ to go to a list of all your buyers.

When you scroll down the list, you will notice a ‘Group’ option. The groups mentioned here are the groups which have a maximum number of your buyers involved.

If you are targeting only a few companies, simply add all your target companies’ names in the ‘Current company’ box and tick any other search criteria required. LinkedIn will still tell you which of your buyers are part of which groups.


Your job is not done yet. A group with a higher number of your buyers might not be the ideal group for you chose to target your buyers.
You will need to check the Group statistics and see if this group might serve your purpose.

Important factors which you should note are:

– Comments over the last week (See below)

Go to demographics section to note the following factors (See image below):

– Seniority percentage

– Function

– Location

– Industry

Then go to activity section, which can be seen in the following image:

Give priority to ‘Number of comments’ than ‘discussions last week’ or ‘promotions last week’ to better judge the relevancy of a group. This information shows if the group is actively used by members to engage in discussions or if it is just a dump yard for promotions.

Here is a helpful post by Chris Makara on ‘6 ways to use LinkedIn groups for B2B Lead generation.’ http://chrismakara.com/social-media/6-ways-to-use-linkedin-groups-for-b2b-lead-generation/

I generated two warm leads in April by developing relationships in couple of groups I’m active in. How about you? I would love to hear some of your success stories.

A Simple Guide To A Better Work Environment!

It’s hard to run a business if your office is an unhappy place to work in. So, I’ve come up with a few ways to help you create a better work environment:

Image1

(Flickr: https://flic.kr/p/fQ6BCB)

Social Media

Time and time again we’ve spoken about how important social media is to a business. And, believe it or not, it can make your business a much happier place to work. You can turn to social media as a means for employees to communicate with one another. As we all know, communication is key in the workplace. Create groups on Facebook or LinkedIn, for employees of your business only. It gets everyone together in a social group and they can chat about things together. You’re throwing back to the early days of social media here. Back when it was all about talking to people, connecting with one another. Your employees can interact and their bonds will strengthen. It’s a simple way for people to communicate when they’re not in the office.

Some companies take things a step further than this and create a social network. Creating an in-house social network means you’re closed off from the outer world. It’s all about your business now. The concept is the same as creating groups on other social networking sites. You’re still encouraging interaction, but you can do it via your own network. This ensures more privacy and can be a bit more exciting for staff too. No one else can access your social network, so it’s like they’re members of an exclusive group.

The great idea is to invite new employees to your social media groups before they start work. It gives them a chance to get to know people in the office and have a chat before joining. This means they should fit in a lot better, and work is a far happier place for them. When everyone is talking outside of work, using social media, it leads to a better workplace. People feel more comfortable around one another, it’s like you’re working with friends. As a result, your business is a much happier place to work.

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(Photo: https://flic.kr/p/o4ZHuD)

 

Team Building Activities

Another way your business can become happier is to take a step back from the usual working routine. Following the same pattern, over and over again, can lead to stress. When workers are stressed, your office becomes a horrible place to work in. So, sometimes you have to break the mould and do something different to the norm. Take a break from your usual routine and do other things with your employees.

The best idea is to set aside days, throughout the year, where you don’t have a day’s work. Instead, you devote the day to team building activities. This is brilliant because it gives everyone a rest from their busy schedule, but can also benefit your business. If you’re doing team building activities, you’re working on improving how everyone works together. A better functioning team can lead to a much more successful business. It’s a much better option than just giving everyone a day off now and then; you’re getting something out of it.

 

These activities can be done in the office or somewhere else. You might find it a good idea to have half a day’s work followed by team building activities in the office. This saves you taking too many full days out of your work schedule. But, if you do want to have a full day off, I’d recommend you make things interesting. Think about leaving the office and doing some team bonding elsewhere. There are plenty of fun activities that are great to get your team closer together, and feeling happier. Things like paintball or white water rafting are fun activities that get people working as a team. Doing things like this will strengthen the bond between you and all your employees. As a result, your office will start to have a much better working environment.

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(pixabay: https://goo.gl/W678uq)

Care For Your Employees

The simplest way to make your workplace happier is to care for your employees. Show them that you care for them, and they’ll feel a lot happier. It’s such a simple concept to follow. Think about it, you feel much happier when you know that there’s someone that cares about you. Whereas, when you don’t feel appreciated, or cared for, it can get you down. As the manager, it’s your job to care for your staff and show them that you do.

One of the best ways to care for your employees is to offer them support and assistance. There are employee assistance and support programmes that can help you do this. If you provide these programmes to your staff, it shows that you care. It shows you’re willing to pay to get them help and support if they’re feeling down or stressed out. Then, these assistance programmes can help them get back to their best, and feeling happier again.

As well as offering support programmes, you can also offer private support. If you feel like someone is unhappy, call them into your office and talk about it. Again, this shows that you care about your staff. People will see you take the time out to help out employees in need and they’ll like you for it. It will make them happier because they know that if they’re ever stressed out, they can come to you. The simple fact of the matter is that a workplace is better when the boss cares for their employees. If they don’t, the whole office becomes a dark and gloomy place to work. No one will smile and it will create a horrible atmosphere. When this happens, your business as a whole can suffer. Happy employees are crucial if you want to have a positive work environment in the office.

 

After reading this, you can now see how to make your business a more enjoyable place to work. Take advantage of social media and use it to get people communicating and interacting more. This leads to a much more social business. Use team building activities to bring everyone closer and strengthen their bond. And of course, care for your staff and it will put a smile on their faces.

How To Get Your First 1,000 Social Followers

FollowMe

credit

 

Today, we’re going to look at one of the biggest questions we get sent here at The Social Wrap. How do you get your first followers on social media? Now, I sympathise with this question. And I firmly believe that those first 1,000 are the hardest to find. Once you hit 1,000, the process snowballs a little. We’ll focus mostly on Facebook and Twitter, but the tricks are applicable to all the social sites. Ready to get your socials off the ground? Let’s take a look.

 

Put links everywhere!

We’ll start with a simple and easy option. Start putting links to your social media sites everywhere. The first 100 or so followers should come from your existing connections. In other words, friends, colleagues, or acquaintances. Put links in your email signature, and in all your correspondence. Stick a Facebook ‘like box’ on your website, so visitors can quickly follow your feed. Do the same with the ‘follow’ button for Twitter.

 

Set up a social strategy

If you’re going to hit 1,000 followers, you need to be strict about your social strategy. Social media, like any other marketing strategy, requires goals, plans, and commitment. So, let’s get started by creating a content calendar. What are you going to post, and how often? Start by committing to perhaps two blogs a week to share with your followers. Fill in the gaps by posing questions, posting images and videos, or curating content. The important thing is that you stay active and engaging.

 

Connect with others

This is a strategy that works particularly well on Twitter. In fact, I’d go as far as to say that building 1,000 followers on Twitter is much easier than Facebook. The reason being that most people follow others on Twitter with less resistance than Facebook. Start by following others in your niche. Follow the tastemakers, and identify the most active Twitter users in your sector. Follow them, reply to their tweets, and introduce yourself. It won’t take long to build up those first few exchanges, and your numbers will grow.

 

Get some help from the pros

If you’ve tried some of the above tactics, and progress is slow, you can always bring in help. There are plenty of social media agencies out there with the skills and resources to grow your presence. Take a look at some social media services pricing options, and see what works for you.

 

The shortcut

There’s always a shortcut when it comes to marketing online! However, as always, it costs money. You can skip the slow, laborious process of gathering followers one-by-one with advertising. By using social media adverts, you can quickly drive lots of relevant people to your page. Facebook is well set up for this, and you can target a very particular audience with your ads. Use your best piece of content, and fine tune your ad copy for the best results.

Using these tricks and techniques, you’ll land your first 1,000 followers in no time! That’s the hard part over, now for 10,000!

Here’s How Businesses Are Using Social Media To Get To The Top

Social media has plenty of uses. Recently, we’ve started to see it being used more and more in the business world. So, I thought I’d write a short piece on how businesses are using social media to get to the top:

Social Media Marketing & Advertising

Most businesses will primarily use social media for marketing and advertising purposes. Social media marketing is one of the top marketing techniques around right now. People are noticing how successful it can make their marketing campaigns.  As seen here websitepromoter.co.uk there are agencies that offer social media marketing services. The purpose is to give you as big a presence as possible on social media. This includes upping your follower count on Twitter, Facebook, Instagram, Google+. Every main social networking site you can think of. If you amass a large following on social media, it puts your business in a good position. You’ll be more well known, and the public will start to recognize your company more often.

 

Social media advertising is all about using adverts on social media. Yes, you could probably guess that based on the name! It’s a very popular method of advertising one’s business. Why? Because there are, literally, millions of people on social networking sites every day. Displaying adverts on Facebook or Twitter is a tactic destined for success. On Twitter, you can also promote your tweets so more people can see them and follow you. But, you can also have adverts placed that seamlessly blend into people’s timelines. Facebook is similar; you can promote your business page or get your adverts shown on people’s Facebook timelines. Like I said, it’s a very effective way of advertising your business to a mass audience.

SocialMedia_Cube

(Image provided by Flickr: https://flic.kr/p/e9Hsgr)

Customer Service & Engagement

Another huge way that businesses use social media is for customer service purposes. There’s nothing wrong with providing all your customer service over the phone. Some companies still do this, but social media provides you with another option. It gives you a way to communicate with customers and answer any queries instantly. In fact, loads of big businesses have accounts set up purely for customer service. These are accounts consumers can talk to, and they’ll help them out ASAP. It’s a fast and convenient way of dealing with any customer issues.

 

People like this type of customer service because it’s quick and easy. They don’t have to spend ages on the phone trying to get through to an advisor. All it takes is a couple of seconds to tweet or post a comment, and you’re sorted. Of course, there are a few tricks to providing customer service on social media, as seen here www.zendesk.com.  It brings me onto another mini point here too. Businesses use social media to engage with customers. It’s a fine way to open up a channel of communication between both parties. Businesses can keep their customers updated with any goings on and news.

 

Now you can see the main ways in which businesses are using social media to get on top. It’s further proof that social media isn’t just a place for teens to mess about and abuse celebrities. A lot can be done with it if used in the correct manner.  

 

Your LinkedIn Skills Just Got a Lot More Valuable by Donna Svei

While the Skills & Endorsements section on your LinkedIn profile has always helped your SEO, it just got a lot more valuable to you.


New Search Filter for LinkedIn Recruiter

Earlier this year, LinkedIn said it would add a Skills filter to its Recruiter product. The filter lets users search for LinkedIn members by the skills they have listed in the Skills & Endorsements sections of their profiles.

The filter looks like this:

I’ve now seen two reports from users that the filter is live, one from Irina Shamaeva here and another from Randy Bailey here.

More Member Value

If you have built out this section of your profile and you have endorsements, this new filter will make you more visible to thousands of recruiters. Good job!

Your Skills & Endorsements Strategy

  1. Look at your listed skills to be sure they include terms that recruiters would use to find someone like you.
  2. Use LinkedIn’s standard terminology when you can. For instance, I could use “resume writer” or “resume writing.” I chose “resume writing” because LinkedIn suggested it.
  3. Activate your ability to be endorsed and to endorse. At the bottom of your Skills & Endorsements section, click “Add skill.”That will take you to this screen where you can follow the red arrows:


Do Endorsements Matter for SEO?

We don’t know how much the number of endorsements you have matters for your SEO, but it’s a safe bet it’s in LinkedIn’s algorithm. As a recruiter, if I’m using the Skills filter, I would want to see people who have the most endorsements for a skill given some priority in my search results.

Isn’t It Nice?

I’m glad to see LinkedIn start to deliver more value from Skills & Endorsements. The Skills filter is an element of the company’s Economic Graph strategy and an incremental step forward in utility for everyone. I’m always happy when a little friction gets taken out of the job market!

I write executive resumes and LinkedIn profiles. Save time. Get hired. Email me at donnasvei@gmail.com or call me at (208) 721-0131.

Donna Svei, Executive Resume Writer

Have You Been Social Selling All Along? by Susan Marshall

Chances are, you’ve read a blog post, joined a webinar or attended a conference that celebrated the “social selling” revolution. Supporters of the social selling movement claimed that LinkedIn, Facebook, Twitter, and other social sites would bring an end to the stereotype of pushy, disconnected, quota-hungry salespeople and give rise to a new breed of relationship-first sellers who use social media to seek connections instead of transactions; who share valuable resources instead of pushing products; who listen instead of talk.

Yet despite the promise of social selling, just one in four salespeople know how to use social media to sell, and a mere 31 percent of reps report using social media at all in their sales process.

The meager adoption of social selling, however, isn’t because it doesn’t work. In fact, 73 percent of social salespeople strongly outperform their traditional selling peers. The problem is that the concept of social selling is woefully misunderstood.

Many salespeople tend to think of social selling as an entirely new discipline: “I know how to sell in the real world, but now I need to learn how to sell on Facebook, LinkedIn, and Twitter.” But the simple truth is that social selling isn’t new. The same traits that determine if you’re a good salesperson offline—being honest, helpful, and informative—are what make salespeople successful in the social sphere. Social media are tools. Being a good salesperson is a mindset13. (highlight to tweet)

So, although you may have at first been intimidated by the concept of social selling, understanding the similarities between selling online and traditional selling will help put you at ease. You’ve been social selling all along, and you didn’t even know it.

LinkedIn: Like Trade Shows Without the Travel

Trade shows are a massive investment in time and money. The average attendee travels more than 400 miles to each show and spends more than eight hours meandering through a maze of exhibits in search of leads. The grueling days and hefty travel expenses are worth it, though, if each trade show visit results in new relationships forged on the exhibit hall floor.

It’s that same ability to build meaningful, long-lasting relationships that makes LinkedIn so valuable to salespeople.

Contrary to popular belief, LinkedIn is more than a job-hunting destination—it’s an incredibly deep research and prospecting tool that can be used to unearth new prospects and identify key points of entry into the businesses you’re targeting.

Consider how you select which trade shows to attend before buying a badge. You visit the trade show website, do some research on who’s slated to speak and which companies are signed on to exhibit, and then make a judgement call on if you think it’ll draw the type of prospects you’re looking for.

Finding and connecting with prospects on LinkedIn is even easier. Featuring a variety of search options and detailed profiles, LinkedIn enables you to quickly find the people you want to connect wit2h and makes it easy to ask existing connections to introduce you to their connections to broaden your network.

Following through on our analogy, if you think of LinkedIn as a trade show, thenLinkedIn Groups are the swanky, invite-only after parties. And, just like at real parties, nobody likes a pushy salesman crashing a LinkedIn Group. Groups aren’t a place to hawk your products and services. Rather, they’re a place where you can answer questions, share relevant and informative resources, and engage in conversations. By joining in on these real—albeit digital—conversations, you’ll earn a reputation as an expert whose products or services are worth paying attention to.

Twitter: A Warmer Alternative to Cold Calls

Think those cold calls are working? Think again. According to sales research groupHuthwaite, 91 percent of people never respond to cold calls and, even worse, 71 percent find them annoying2. Even salespeople hate cold calling: 63 percent of reps say it’s what they hate most about their jobs.

Even if cold calling is a necessary evil to filling your funnel, wouldn’t it be nice to know just a little bit about a prospect before reaching out to them? Well, think of Twitter as a tool for making cold calls warmer.

The best thing about Twitter is that you don’t need to tweet a single thing to start seeing its value—all you need to do is start “listening.” Twitter is the perfect tool for conducting some basic pre-sales research, because you can search for specific keywords and phrases to identify prospects. Plugging in a competitor’s name might turn up a Twitter rant from an unhappy customer looking to make a switch. Or, you might find that a prospect is narrowing down their shortlist and looking for suggestions from the Twittersphere. You may even stumble upon some of your own customers requesting (or, in more severe cases, demanding) help.

Twitter enables you to find and engage with prospects at every stage of the sales cycle, and can even help you intervene should a current customer be having a hard time. And, should you be so inclined to share some tweets of your own, you’ll find that the Twitter audience is eager for advice: 73 percent of people trust the information they receive from Twitter.

Now, isn’t that better than taking a shot in the dark on a cold call?

Facebook: A Friendlier Way to Nurture Leads

Potential buyers don’t become customers overnight. In fact, according to MarketingSherpa, 79 percent of marketing leads never convert into sales due to lack of lead nurturing. Conversely, leads that are effectively nurtured make 47 percent larger purchases than non-nurtured leads, according to The Annuitas Group.

Relationships are critical in today’s sales cycles, and the only way to build those relationships is by communicating with buyers throughout every stage. Phone calls and email have been the two biggest lead nurturing mainstays among sales reps, but Facebook presents a unique opportunity for salespeople to connect with prospects and maintain relationships over time.

While Facebook started as a way for college kids and, eventually, friends and family to keep in touch, it has evolved to become an important source of news and information for the majority of adults. Nearly 80 percent of people consume some news when checking Facebook, including a small percentage who consider Facebook their primary news source. In other words, it’s no longer taboo to share information (provided it’s relevant and useful) with your Facebook friends.

Nurturing leads on Facebook is no different than nurturing them on a phone call to check in or an email that includes a relevant case study. Nurturing—using any communication channel—is less about closing the sale, and more about answering and asking questions, providing valuable content, and engaging in real conversations. And because Facebook is a place where people are more inclined to share what’s happening in their personal lives, it can lead to even deeper, more meaningful connections.

You’re Already a Social Selling Pro

Social Selling isn’t a new concept; it’s simply taking the same traits that make people good at selling at trade shows, on phone calls, and throughout the nurturing process and applying them across social channels. If your goal is to provide useful information and forge a meaningful relationship, then you will see your sales spike regardless of if you’re meeting in-person on the trade show floor or on LinkedIn, making contact through a cold call or on Twitter, or nurturing through follow-up emails or Facebook. Simply put: social selling is selling.

 

 

For 25 years, Susan Marshall has been building and launching some of the best-in-class professional web and video editing applications including Flash, Dreamweaver, and Final Cut Pro, as well as leading digital marketing efforts for ExactTarget, Salesforce Marketing Cloud, and more. Capitalizing on her past experience at Apple and mobile startups like ChaCha, Susan now serves as the CEO and co-founder of Torchlite Digital Marketing

UK surpasses 20 million users on LinkedIn

This is a great infographic from one of my closest friends and a fountain of knowledge on all things LinkedIn.

Two thirds of the UK have a presence on LinkedIn, if you want to succeed in business, in this social era, you MUST utilise and effectively network on LinkedIn

Are you “using” it? Or are you just there?

LinkedIn UK Stats

Original Source: http://thelinkedinman.com/
https://uk.linkedin.com/in/thelinkedinman

This blog has been verified by Rise: dXGOPuDOaUsAGLSUGdnZhv7p4IFF7a4d

Leading with the score – how great leaders keep focusing on the goal by Toby Beresford

keeping-score

As a leader, one of your jobs is to keep those you lead focused on the goals you are trying to reach.

One approach in every leader’s toolkit is to own and share “the score”.

“The score” means how you have decided everyone will measure success, whether as individuals or as a group.

Whether we realise it or not, we all take account of the score. Indeed, if you don’t share the score, people will invent their own.

This can have hideous consequences, as people chase after the wrong activities – look at people who stay late at the office because they think “total amount of time at work” is the score that matters.

Instead of leaving their team or group guessing, great leaders take control of the score by choosing which KPIs matter and communicating them relevantly and regularly.

Leaders identify the scores that matter and communicate them in a relevant way

STEP 1
Identify the important digital signals for your goals. These are the metrics that go into making your score.

 

STEP 2
Next you need to share the score in a relevant way. Your options are:

personal scores – a score for each individual. This approach works best in a ‘group’ setting where everyone is fairly independent – e.g. a conference or a very large business
team scores – a collective score. This works best for internal teams – e.g. focus on a KPI such as number of visitors to our website each month
market comparison – in more mature markets it may be more relevant to focus on the comparison with peers – e.g. we are the number 1 supplier of milk in our region.
STEP 3
Finally, it’s not enough to communicate relevantly, you must also communicate regularly.

Whether a weekly email to a big screen TV leaderboard in the office, you need to remember that facts don’t speak for themselves. You must tell people the score, and keep telling them.

The medium you choose is important – people will take more notice of a great looking leaderboard emailed around once a week with their photo next to their name, than one hastily scrawled on a piece of paper and stapled on a busy noticeboard.

Why add scorekeeping to your leadership skills?

The score is an essential part of leadership. We all take account of the score whether we realise it or not. By communicating the score in a relevant and regular way, you go beyond mere measurement into providing actionable scorekeeping. As a leader you can use the score to achieve the goals you’ve set for your team.

 

So, how do you use scores in your leadership today? What scores are your team really focusing on right now? Have you communicated the right ones? What challenges have you faced when leading with the score?

 

Toby Beresford can be found on LinkedIn and is the CEO/Founder of Rise

3+3 rules to write emails which get 40% response rate. By Ankur Chaudhary

Increased Email Response

It takes only 2.7 seconds for a reader to decide if they want to take action to an email (reply, forward or delete). Your one self-focused line can be blasted away into oblivion with one click from the reader.

With today’s crazy-busy buyers, how do you get their attention? Jill Konarth one of best sales-thought leaders who has years of research in buyers’ behavior, discovered that readers evaluate an email on four key questions:

  • How simple is it?
  • Does this person offer value to my business?
  • Is this aligned with my objectives?
  • How big a priority is it?

Critical factors you need to think about before you craft a message:

Length: 80.8% of prospects read emails on mobile screens. The shorter, the better. Keep your emails under 90 words.

Subject Line: Be precise and action-oriented. There has been enough debate on whether length of subject lines matters. My experience being: they don’t matter. If you have a referral or relevant name to drop, always mention that. Subject lines that address immediate concerns, company changes, or critical business issues are always highly effective.

Here are some example subject lines that get reads:

  • Quick questions about next quarter’s sales targets
  • Ideas for disrupting the top of sales funnel
  • Sam Ribnick suggested I get in touch with you
  • 3 steps to improve social selling ROI

Personalize: If I had to pick a single most critical factor to help get a response, I would chose personalization of an email. Work to surprise your buyer with your relevant research on their challenges and needs. If there is a reference point for you to mention, please do.

Pique curiosity: Present a compelling value to your buyer, you can do this in following ways:

  • Refer prospect challenges. Example: If you are like most marketers today, you’re under a ton of pressure to increase your lead effectiveness.
  • Refer similar customers. Example: I thought you might be interested in what we did with…
  • Mention Trigger events. Example: The reason I contacted you is because I read about your (triggering event). Based on my experience working with other firms, when (triggering event) happens, it usually creates (problems/challenges) with …
  • Refer to industry trend. Example:In researching your competitors, I learnt that one of the prime initiatives this year for (Blank) industry is…
  • Direct Value Proposition. Example: We help large companies reduce cost of sales by …
  • Refer the competition. Example: Hi Marc, I had a question about your competitor “XYZ”. Did you know they were looking to implement our software? If you have time next week, I can help you with …

Value Proposition:Buyers don’t care about your products and services. They want results. State your value proposition in clear business terms. Corporate buyers are particularly attracted to phrases such as: increased revenue, improved customer retention, higher ROI, increased competitor differentiation, decreased costs, etc.

Close graciously: Do this by inviting an action. It could be a meeting request or a question which could be replied to in a few words. Example: If you are the appropriate person to speak with, what does the calendar look like early next week? If not, who do you recommend I speak with?

I have experienced that when you follow these simple rules, prospects want to open a dialogue with you and share their business objectives, needs, and challenges. I used these rules to achieve more than a 40% response rate.

What are some of the best practices you use while sending prospecting emails to your buyers? I would love to hear what has been effective email response strategy for you.

 

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