If I were to walk up to a woman at the bar and say, “Hi, I’m Ryan. I see you have a vagina and I’d like you to give it to me tonight,” I’d get slapped before I even finished talking. Yet, most salesmen show up on B2B emails with that very same pitch, only instead of asking for vagina, they ask for the business. It won’t work.
When you work B2B, you’re not dealing with the stupidity of the general public.
You’re usually dealing with C-Level executives who have been there, done that and heard that pitch before. If you’re going to close big money in B2B sales, you’re going to have to get creative and be an original. The things your sales manager did five years ago aren’t as effective today.
What I’m about to share with you works in more ways than I’m going to teach you in this article. You can use this for social media, phone pitching, sly dialing and any other way you can think of. In this specific instance, I’ll be speaking about B2B emails, but it works for B2C as well.
I’m going to explain the thought process behind this perfect B2B email introduction template and then I’ll even write an example of one that you can copy, swipe and use in your business.
I’ll do everything I can for you, but I can’t send the emails and close the sales for you. That’s on you!
First remember this term “Formula 181.” Formula 181 is an easy way to remember the process. The 181 is the important part. It’s short for 10%/80%/10%—and it’s the exact formula you’re going to use to craft the perfect B2B sales email.
The first 10 percent of the email needs to start with a question and include something personal. If you’re going to approach C-Level smart businesspeople, you’re going to need to do some preparation and research. I call this “social recon” and I’ve written an entire article on how it’s done. In a nutshell, social recon is scoping out your prospect behind the scenes on social media.
What you want to do is go to your prospect’s LinkedIn or Facebook page and see what they talk about. Read what they post about. Find out what they are into. Since the first 10 percent of the email needs to be personal, you need to dig into the person. Most salespeople are too hung up on themselves or their product to not make it about them. We Closers don’t make it about us; we make it about the results our clients get.
Do your social recon and start the B2B introduction email out by showing them you are different. Most people aren’t listened to. Their employees don’t listen. Their kids don’t listen. Their boss doesn’t listen. The list goes on. When you listen and show them attention, you increase your chances of closing the deal. When you do your social recon, you’re telling the prospect you’ve listened to them.
The next 80 percent of the email needs to be dedicated to telling them a story. Not just any story. A story about a person similar to them, who has gotten the results they want, by using your product. It’s not about you. Not about how long your company has been around. It’s not about the product. It’s a story about someone who’s gotten the results you know the prospect will want.
Again, this is where research and social recon come in handy.
If you can, use examples of famous people. The story you tell doesn’t have to be yours. It doesn’t have to even belong to a client of yours. It just needs to be about someone who is like your prospect, who had a problem and now it’s gone. If you’re new, you can use a story about results from one of your co-workers or your CEO, etc.
You want to be engaging in your story telling. You also want to be short. No one has time to read long-ass emails from people trying to sell you shit. Be quick. Be precise. Be engaging in your 80 percent.
The last 10 percent is the most important part. We hooked them with the first 10 percent, then dazzled them with the next 80 percent, now it’s time to call them to action with the last 10 percent. The offer could be another method of communication. Like a phone call. It could be to meet up. You could simply ask them to reply to your email. No sale is made without an offer. You have only 10 percent of the entire email to ask them to take the next step.
When you call someone to action, don’t assume they know what action to take. Be very clear. Explain it to them like they are 10 years old. Not condescending, but precise, with no margins for errors. If you want them to reply to the email, be sure you tell them to do just that. A major mistake lots of salesmen make is assuming the prospect knows what to do next. Don’t leave it open for debate.
So, there you have it. Formula 181 is in full effect. Click the image below to get a copy and swipe version of the perfect B2B email template.
Emailing is the new cold calling. Most executives and HR managers don’t have time to take random calls from salespeople. They are busy AF and running the show. Most don’t even answer the phone. Some don’t even check emails. They have someone do that for them. Even with that being the case, if you use Formula 181 your email stands a great chance of getting past the gatekeeper.