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In this podcast episode, James talks with regular guest Will Wang from GrowthLabz, about how sending the right emails can help a business quickly get more business leads.
They’ll discuss how Will’s team has found success by creating special emails that work well in various areas of business.
Among them is a sequence similar to Dean Jackson’s 9 word email, designed to generate new leads from a pool of past and existing customers.
They’ll look, too, at what makes great follow up emails for sales, and explore good prospecting emails for expanding one’s market.
Table of contents
1. I was just thinking about you…
2. The leads that never converted
3. Three points on following up lost sales
4. When you haven’t got all the info…
5. Going back out to the market
6. Easy-to-say-yes-to examples
7. Is it difficult to write these emails?
8. What if you just do the thing?
9. If you’d like some models…
I was just thinking about you…
To start off, Will introduces the concept of a “thinking-of-you” email as a powerful tool in re-engaging past clients, leveraging the psychological advantage of existing relationships.
This approach is rooted in the idea that previous clients are more likely to engage in new services or cross-sells due to the trust already established. By reaching out with personalized messages that recall interactions and highlight new offerings, these emails aim to rekindle the connection and present new chances for collaboration.
The strategy builds on the simplicity of the often-used nine-word email by adding value through case studies or offers that are directly relevant to the recipient. This method is designed to show clients that their needs and interests are continually considered, offering them insights or benefits even before they recommit to a service.
This thoughtful engagement can make a business stand out by deepening the relationship and demonstrating ongoing value.
James can relate. In his days selling cars, he would send magazine clippings via personalized lumpy mail to existing Mercedes-Benz clients, highlighting new models to pique their interest. This proactive outreach allowed him to sell vehicles before they even arrived, something the other salespeople couldn’t figure out.
This illustrates the timeless value of considering and acting on the specific interests and needs of clients, and reinforces the effectiveness of Will’s email strategy in today’s digital world.
The leads that never converted
A second kind of email targets leads that have previously shown interest but did not ultimately become clients. Will explains that these potential clients already have a degree of trust and familiarity with your business, making them prime candidates for re-engagement.
By utilizing detailed records from previous interactions, stored in a CRM system, personalized emails can be crafted to address the specific reasons these leads did not convert, offering a unique opportunity to revisit their interest and potentially win their business.
Wang stresses the importance of personalization in these follow-up emails, drawing on nuanced details of past interactions to make the message as relevant and compelling as possible.
This approach again mirrors the nine-word email but goes further by integrating specific elements like project updates or changes that might now align with the lead’s current needs or circumstances.
The method relies heavily on a well-maintained CRM system and a detailed understanding of each lead’s history with your business.
James can vouch for the effectiveness of directly addressing a client’s specific interests or needs based on past interactions. His own experiences reinforce the value of maintaining detailed records of client interactions, making it possible to craft messages that resonate on a personal level and increase the likelihood of conversion.
Three points on following up lost sales
James highlights the importance of follow-up in sales, especially for leads that didn’t initially convert or who chose a competitor’s product.
Modern tools, like webinar note-taking apps that integrate with CRM systems, have made it easier to keep detailed records of client interactions, and James emphasizes the value of personal notes. His own practice is to document every coaching call, and such notes can aid follow-up efforts hugely by providing personalized touchpoints with potential clients.
From his days at Mercedes-Benz, James knows the power of persistence in follow-ups, even when a customer has purchased from a competitor. Detailed records, he’s found, can turn lost sales into opportunities. His methods not only keeps the door open for future engagements but also shows the customer that their business is valued, potentially leading to a sale when the customer’s circumstances change.
Will shares an instance where a follow-up email led to re-engaging a lead that had opted for a competitor’s service, which wound up not meeting their expectations. This example underscores the effectiveness of thoughtful follow-up emails that express genuine concern for the lead’s well-being and satisfaction.
Will’s approach is based on understanding and addressing the lead’s needs, rather than just pushing for a sale, which can foster trust and potentially win back the customer.
Both James and Will advocate for maintaining an open line of communication with leads and clients, even those who initially say no or choose a competitor. They suggest treating these instances not as definitive rejections but as part of a longer conversation that could eventually lead to conversion.
By focusing on the client’s needs, keeping detailed notes, and approaching follow-ups with empathy and understanding, businesses can improve their chances of converting lost sales into successful ones.
When you haven’t got all the info…
When lacking detailed information about a prospect’s previous interactions, Will employs a strategy of segmentation and hand-raising exercises. This approach involves categorizing the email list based on services or business types, and then engaging prospects with questions that prompt them to reveal their current needs or past issues, thereby initiating a conversation.
This method is designed to elicit specific responses from prospects, helping to identify their current position or interest level without needing extensive background information. By asking direct, choice-based questions, the strategy aims to create engagement and gain insights that can guide further personalized communication and potential solutions.
Going back out to the market
Will moves on to a third type of campaign his team at GrowthLabz employs, aiming to re-enter the market to target new leads after maximizing the potential of existing contacts.
This strategy seeks to attract clients outside their immediate circle with straightforward, compelling offers. By simplifying services into more accessible products or entry-level engagements, they aim to lower barriers for new clients, especially in a B2B context where trust and investment caution can significantly influence decision-making.
The approach adapts to market fluctuations and buyer behavior changes, recognizing the need for trust-building in new client relationships.
For companies facing budget constraints or requiring CFO approval for significant expenditures, offering lower-cost services as an initial engagement helps establish a working relationship without the high upfront commitment. This method not only opens the door for further business but also positions GrowthLabz as a flexible partner capable of adapting to their clients’ budgetary and trust requirements.
Easy-to-say-yes-to examples
Will and James discuss how to craft offers that are hard for potential clients to refuse, focusing on using existing content or assets to create new marketing opportunities.
For instance, turning an author’s book ideas into a podcast or slicing up existing videos into engaging reels presents low-effort yet high-value propositions to the prospects. Such offers are designed to be straightforward and require minimal investment from the target audience, making it easier to initiate conversations and build relationships.
James notes the importance of understanding clearly what the prospect might need, based on their current projects or investments. This insight allows for highly relevant and customized offers that resonate with potential clients, leveraging work they’ve already done. By demonstrating a history of successful similar projects, a business can greatly increase its appeal, encouraging prospects to consider their service.
It does help, says Will, to test and refine these easy-to-say-yes-to offers within a warm network before scaling them up. Recognizing patterns and trends among existing clients can guide the development of these campaigns, ensuring they hit the mark and generate interest.
Is it difficult to write these emails?
Writing effective emails, especially cold ones aimed at generating leads, is a challenging task that calls for more than just good writing skills; it demands a comprehensive understanding of the business and sales process.
Will acknowledges the difficulty many face in crafting compelling emails, and suggests that success lies in a holistic approach that emphasizes the email’s offer. He proposes starting with personalization, which goes beyond simply using the recipient’s name to include tailored content based on thorough research about the prospect’s interests or needs.
Will’s strategy, again, includes making a direct, appealing offer that provides clear value to the recipient, making it easy for them to say yes without demanding much in return. This method is not about selling the business or its services outright but about initiating a conversation and building a relationship by offering something of immediate value, like summarizing key points from a podcast episode for feedback.
The aim is to make each email feel personally crafted for the recipient, thereby significantly increasing the chances of engaging them and eventually converting them into a lead or customer.
What if you just do the thing?
How effective are proactive service offerings, asks James? Say, providing website or social media audits, without prior client engagement? James has received his own share of unsolicited pitches, with assessments of his content or site.
Will points out the nuances of making offers that require significant effort or data sharing from potential clients. There are inherent risks and trust issues, he says, associated with such approaches.
Will emphasizes that the key to a successful cold outreach is to propose something straightforward and beneficial, which doesn’t demand much from the recipient yet offers them clear value.
He elaborates on the strategy of asking prospects if they need the service being offered, rather than assuming or imposing.
This method involves framing questions in a way that makes it easier for the recipient to say no, which paradoxically can open doors to engagement by respecting their autonomy and existing processes. In contrast with more aggressive sales tactics, this aims instead for permission-based marketing that fosters more genuine dialogue between the service provider and potential client.
If you’d like some models…
Will offers listeners access to email marketing templates and training materials designed to enhance lead generation efforts. Interested parties can obtain these resources by emailing [email protected].
There is a minimal cost of $29 for these templates. However, says Will, listeners of the podcast can receive a discount, reducing the price to potentially as low as nine or ten dollars.
James highlights the usefulness of these templates for various email campaigns, including re-engagement with past clients, follow-up with interested prospects, and cold outreach. Will is generous in sharing his effective email strategies with a wider audience at such a low cost.
If you’d like to grow your business with field-tested, actionable, B2B growth strategies & tactics, look up Will’s services at GrowthLabz.com.
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