I’ve never heard someone who’s excellent at business development complain about email. Not once.
Because they know that emails just simply mirror real life conversations. There’s actually very little difference between these 2 modes of communication and if you’ve mastered one, you’ll be able to do well at the other.
So let’s get down to the fundamentals of how to make sales communication work for you, whether it be through email or in-person.
There are 2 things you need to do to improve your game.
- More research
- Presenting your research in a digestible way
To be successful at communicating, you must be incredibly prepared. The time you spend talking should be spent presenting fact based research specific to your audience’s interest; their company’s highest risk for not using your product and the highest reward possible for using your product. This should only take you two minutes or less. Here are the components for a successful in person meeting:
- Icebreaker usually from a mutual contact / introduce yourself and what you do
- Ask if you have 2 minutes for a question
- Ask questions that show you’ve done ROI and fact based research on their company’s challenges
- You’ll know if you’ve done the previous step right if you can explain what your solution does, how it solves your prospect’s biggest challenges, and the biggest rewards your prospect is looking to achieve.
- You ask for what you’re looking for.
In the movie “Wedding Crashers”, Owen Wilson and Vince Vaughn crash weddings in the hopes of finding a mate for the evening. So what do they do to establish a line of credibility and trust with dads, grandmas and others at the wedding? Research. They quickly name-drop a distant relative and a few minor details about them to bypass a defense mechanism and gain instant credibility. Albeit on the slimiest premise possible, but the point of drawing an analogy to this is that your most successful emails will sound like the most successful in person conversations.
Your research should be credible and impressive to show that you appreciate the recipient. Give them the impression you took the time to understand their business and always present it in the form of fact based empirical data.
Is this information extremely difficult to find? Yes. Very difficult. It’s also difficult for the guys at the top but they don’t complain about it. In fact, they plan on most people complaining about it, that’s how they are able to maintain their advantage.
Here’s how to structure the email when you do find it: