Sales emails

Sales emails are bad more often than they are not. Really bad. I remember a sales rep reaching out to me on LinkedIn while I was unemployed, telling me how great I was, how much he appreciated my work and how the tool he was selling could have improved the performance of my company.

Yet sometimes, sales emails are kind of ok. I got one today that went something like this.

Fabrizio: 
 
I am Vice President of Sales at *Whatever Company* handling business development for the company and their entire portfolio of assets.  I was hoping you would have some time to take a call or a meeting.  We have worked with many growth companies over the years building effective campaigns that deliver tremendous results.  I am confident we can do the same for *your Company*. 
 
*Whatever Company* is one of the world’s largest outdoor advertising companies with more than xxx displays reaching more than half a billion people in more than xx countries on x continents each month.  In the U.S., *Whatever Company* operates in xx of the top xx U.S. markets and is the leading outdoor advertising company with the fastest-growing digital outdoor network now surpassing xxx displays. 
  
*Whatever Company* has successfully developed and maintained the most comprehensive network of major airports in North America and has over xxx airports worldwide.  We market an effective combination of both international hub airports and targeted local O&D airports which creates opportunities for potential national or regional campaigns of all size. 
 
Would you happen to have some time to do a conference call or have a meeting in the next couple of weeks?  
 
Thanks in advance!

No grammar mistakes, the name of my company is correct, there are a couple of nice personalisations here and there, and all in all the text explains what they have to offer.

And still, they will never get an answer.

It is very easy to tell a lot about what you do, your coverage, your numbers, how you’ve helped this and that. But suppose you are in a room with somebody who only talks about themselves. Is that pleasant? Are you likely to meet them again? Would you do business with them? Of course not. Nonetheless we keep thinking that telling our story will simply awe everybody.

Few ways to avoid this trap.

Connect with me on a personal level. Tell me how much you appreciated the latest story I shared on LinkedIn, or how you see from my recent posts that our company is hiring and growing even further, or how you were impressed to find that we made it to the *Whatever Analyst* report also last year.

Mention ONE business challenge that I have, and how you can fix it. You say you have worked with many growth companies, so tell me about the common pains, the difficulties in affirming your brand when every other competitor has ten times your marketing budget, the impact of your work on metrics a growth company cares about.

Show me that you can deliver. You must have a customer success story, some narrative I can relate to more directly, a difference you’ve made for a company our size and in our stage. Tell me how it did work out, and how happy they were after they have made the investment.

It is a lot less easier, and perhaps not as scalable as the traditional approach. And you’ll find your work has greater purpose, is more exciting, and can actually change people and their businesses.

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