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8 tips for writing the best cold sales email…

In a perfect world, sales would only be following up leads that marketing had generated. In an even more perfect world, it would only be Inside Sales, not Sales, making that first human approach. But if, in the real world you need to make cold sales emails, how do you do it?

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The first thing we need to remember is that we’re interrupting them. That means that we have to be brief, we have to cut through, and we have to move them. But who’s them, and how and to where do we move them?

5 things to consider before writing a cold sales email:

You built your strategy for a reason. A prospect with one problem might be gold for you. However, a prospect with another problem may be gold for your competitors. Knowing which is which is key, so look for evidence of your winning problem. You need to know which problem will create real bias for you, not just the one that you think will get a reaction.

Don’t let your sales guys call just anyone. You want businesses most likely to have the problem. And, the target person most likely to have that problem. Not necessarily the one who’ll sign the check nor the one who is easiest to get hold of.

The problem is going to play out differently for every business. And, won’t necessarily be believed until you point it out, so you have to do some homework.

Time is of the essence. Today’s warm prospect is tomorrow’s cold call.

Your prospects are overwhelmed. Consider a non-traditional medium. Emails, calls, and letters are traditional. Consider using video. I’ve blogged about the importance of VBR (Valid Business Reasons) in the past. Think about video and static images as a way to mix it up.

All up, you need your sales email to cut through and to cut deeply, but how?

We can share some interesting articles to get you started:

How to Write the Most Powerful Cold Email Ever:

What are the best practices for sending “cold” sales emails:

Personalised Video for Sales with a Valid Business Reason to Meet:

Read the full version of the blog here:…cold-sales-email/


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