Think about the last time you were on a date. Flash back.
Smart daters have a secret weapon. Process. A template of sorts.
Let’s say you decide “I want another encounter with this person.” You’re attracted to them. The most effective strategy is to help the other person ask for the next date. Why?
Because their request confirms attraction to you. Bingo. You're in.
Effective daters know dating is a process, systematic. Template-able.
The output of a rock solid dating system is quality leads. The process filters good candidates from the poor ones.
Effective email prospecting is the same. But it takes a mind-shift. Away from asking for meetings, toward provoking ... and sometimes a bit of seduction.
When prospecting, your goal is to create an urge in the potential customer to talk.
No urge created? No chance to talk with them.
Making qualified sales appointments via email (faster, at scale) is mostly about:
- not saying “too much, too fast” about you;
- not asking for the appointment;
- helping prospects want to reveal what is most important right now and
- sparking curiosity in how you might help them (not your solution).
Help them self-qualify
Think about what makes a successful first date:
1) You are attracted to the other person.
2) Getting asked out again.
In business the goal is identical. There are 2 ways to get an appointment set using a cold email or InMail message.
1) Attract it to you (via a short but meaningful conversation).
2) Ask for it directly.
Which do you prefer?
You should prefer #1. Because when someone asks YOU out—or for that demo—they’re showing active interest. They’re qualifying themselves.
They’re attracted to what you’ve said … so far.
Success often boils down to your ability to give prospects an irresistible reason to talk. This sales copywriting technique is what we learn how to do ... in our online Spark Selling Academy. Another option to take action on what you now know :)
Try this system
Attract prospects to you. Say just enough to get the conversation started—a short chat about what’s meaningful to the other person.
Then, allow the other person to do most of the talking beyond the first, cold email.
Make it a system. Make sure your sales communications system:
- Consistently motivates you, and
- makes it easy to get your prospecting done
- holds a little back ... to create curiosity that sparks replies
This helps attract the appointment to you. This method creates questions in the mind of the potential buyer/candidate. Questions they will be prone to ask you—and you will answer BRIEFLY. Not completely.
The buyer will see the appointment as a way to short-circuit all of this emailing. He or she will want to get right to the point with you.
Structure the way you reply. Be deliberate about it. Good luck!