COLD-PROSPECTING EMAIL
Think of a cold-prospecting email as a digital handshake. And just like shaking someone’s hand for too long can become awkward and uncomfortable, an email introduction that rambles on can be off-putting. You’re simply inviting your prospect to start a conversation.
You want to make a warm and personal introduction. You need to highlight and express an understanding of one big challenge your prospect faces, and position your product as the solution. You should bring the problem to the “front burner” for them, and build their interest in solving it with a “makes-sense” next step call-to-action.
That’s a lot to cram into a short message. But it can, and should be done as succinctly as possible. Your “expected result” may be a quick a quick Zoom meeting, an invitation to a webinar, or, as in the sample below, an online demo tailored to fit their busy schedule. And don’t forget a great subject line, because even the world’s greatest email won’t do you any good if it’s not opened!
OPEN EMAIL PDF
BATTLECARD
Historically a battlecard was a document used to outdo, or do “battle,” with the competition. It was basically a “They suck, We rule!” way to position your product or service.
But now the scope of a battlecard is so much more expansive. In fact, when utilized to its maximum potential, it can be one of the most powerful tools your sales team has.
In this one potent document, your sales force will always have the answers they need at the ready:
* Elevator Pitch — Several versions, both short and long, so the salesperson can offer an appropriate value proposition to anyone from Marketing Manager to CEO to Human Resources.
* Features and Benefits — Both tangible and emotional, so the salesperson can always address the prospect’s underlying concern, “So what does that mean for ME?”
* Objection-Clearing Copy — Acknowledgement of a competitor advantage, so the salesperson always has an opening to present a valuable, compensating benefit.
These are just a few categories of many, but you can already see how elements can be pulled from the battlecard to use in many situations. For sales calls, emails, sales presentations, online demos. This will help you achieve one of your “expected results“: a template of adaptable, powerful copy so your sales team is never caught flat-footed, and always has the right answers.
OPEN BATTLECARD PDF (excerpts)
