Get In The Mind Of Your Prospect

Your prospect is a person just like you. 

We only have so much attention that we can allocate to different priorities. This means that we typically focus on two or three problems – everything else, we either ignore or try to resolve as quickly as possible. 

If you’re wondering why your emails are getting ignored, it’s typically because you’re not speaking to the specific problems that your prospects are working on right now. 

An easy rule of thumb you can use when writing a cold email is to ask yourself: would I respond to this same type of email if it was sent to me? 

Be honest with yourself. If the answer is no, then you should probably change it.  

In this post, we’re going to discuss how to craft an email that speaks to the specific problems your prospects are working on right now. 

Be Specific

Many cold emails address problems that are too abstract.

Let’s put ourselves in our prospects’ shoes. 

Let’s say you’re a full cycle rep and you get a cold email for an AI solution that helps you write subject lines. The cold email describes how they are able to make subject lines that connect with the prospect, and that Company X that used their solution increased their sales by 200%.

Would you respond to that email? Maybe… but probably not. 

As a full cycle rep, you’re not actually that focused on your sales number. It’s something that is on the back of your mind… but, on a day to day basis, you don’t think about it that much. 

What you’re thinking about is getting more opportunities into your pipeline. 

But, your focus is even more granular than that. You’re thinking about how you can get more meetings, how you can get more replies to emails, and how you can get more opens. 

When you’re looking at your automatic email software, you’re thinking to yourself, “I’m writing these great cold emails, but I’m only getting a 20% open rate. I’d be getting so many more meetings if more people opened my emails.” 

So, if you were to write a cold email to yourself, you want to address the day-to-day numbers that are top of mind for you. 

Applying this principle

To use an example: let’s say we’re a digital marketing agency that is focused on website design and we’re emailing Directors of Marketing at eCommerce companies. 

Obviously, the Director of Marketing is held to an overall revenue number. 

But, on a day to day basis, that’s not top of mind for them – just like your sales number isn’t top of mind for you.  

What is? 

They’re probably spending a lot of money on digital advertising. That budget is usually fixed, so they need to squeeze as much money out of it as possible. 

One way to get more out of it is by making more effective ads… but, that’s not something you can help with. 

What you can help with is getting the most out of the digital ads that they’re currently running. These ads are bringing x amount of people to their site every day. If they’re able to convert more of those people, then their CAC (Customer Acquisition Cost) will go down.

When reaching out to this prospect, that is the problem you want to focus on: your ads are getting a lot of people to your website, but not enough of them are buying. 

Be Action-Oriented

There’s an old saying in sales that “time kills all deals.” Time can also kill deals before they ever become opportunities. 

A green SDR gets really excited when a prospect says, “reach back out next quarter” – while a seasoned vet knows that that’s tantamount to a “no.” 

How do you stop that from happening? 

Once again, let’s put ourselves in the minds of our prospects and go back to the AI subject line example. Even if the person spoke to the specific metrics you were concerned with (open rates), there is still a chance you might push them off. 

Why? Because you have other priorities on your plate. Getting more replies would be great, sure, but you have deals that you need to get done, you have meetings you need to prep for – you just don’t have the time right now. Maybe later. But, you won’t have time for it later, and that’s why the deal will never materialize. 

How would you get your own attention in this situation? What would someone have to say to you to make you think, “I need to talk to them now”?

As a rep, you have a whole host of problems that come from a lack of replies to your emails. Maybe you had to give a client a giant discount to get the deal in, which you wouldn’t have had to do if you had more deals in your pipeline. Maybe your manager is breathing down your neck about how you’re not going to meet your number. 

All of these are compelling day-to-day problems that are causing enough pain for you that you would be willing to hop on a demo to address. 

So, if you were to write a cold email to yourself, you want to address how your solution helps with their day-to-day problems. 

It’s not just about metrics – but how those metrics make their lives easier that make people want to respond to you now

Applying this principle

Let’s go back to the digital marketing agency example. You are reaching out to the Director of Marketing. 

What makes that person’s life difficult? 

They’re probably stressed about the marketing campaigns that they’re running. If those campaigns aren’t seeing conversions, then they need to reevaluate vendors. They need to spend more time than they want to approve the ad content. They also probably need to spend more time with Merchandising to figure out which of their products to showcase. 

All of these are problems that can be solved by having more conversions on their site. 

So, when reaching out to them, you don’t only want to talk about the specific metrics, but the implication of those metrics in their day-to-day lives – and how solving that problem will make their life easier now

Would you like Outreach Magic to help you with your b2b prospecting? 

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