Buyers Are Deleting Your Sales Emails Because of This Huge Mistake

You finish the final edit on your first-touch,大众勘探电子邮件。您确保设置所有可自定义字段 - 名字，姓氏和公司。bob全站app您检查以确保您掌握正确的潜在客户，然后按“发送”。

Voila. 653 emails sent out and it’s only 9:05 a.m.The responses are bound to come rolling in and you should land yourself a few nice deals. Right?

Maybe in an alternate universe. While it’d be nice if the above strategy actually worked (and certainly make your job a whole lot eaiser), the reality of modern sales is that trying to write a one-size-fits-all email is a complete waste of time, and amistake that sales reps经常做。

为什么？您的公司具bob全站app有买家角色，可以概述您理想的买家的外观。您多年的销售经验已经熟悉客户面临的常见商业痛苦类型。您的产品有一些核心价值主张。将这三个事实结合在一起，您应该能够将目标潜在客户列表分为一系列的混音和匹配电子邮件，这些电子邮件足够引人注目，可以一次发送给几百个潜在客户，并仍然引起响应。

While this thinking seems logical on the surface, you need to go deeper. Buyer personas, your expertise, and product knowledge can only take you so far. To craft an email compelling enough for your buyers to respond, you need to draw on all three resources and apply them to your prospect’s individual situation. And the strategy above just doesn’t cut it.

You’ve probably guessed the fatal flaw many first-touch prospecting emails suffer from:They’re simply not relevant.

Research from Vorsight shows that tailored, individual lead nurturing emails see a response rate that’s four to 10 times higher than email blasts. So while it may seem easier to send out email blasts, if you’re still prospecting by sending out mass mail merges where the only things you’re customizing are your prospect’s first name, last name, and their company, the only person you’re hurting is yourself.

While you think your email describing“挑战像您这样的公司面对的公司”is specific enough to warrant a response, buyers will immediately be able to tell if you haven’t put in the work of researching them first. It’s so easy to look at a Twitter feed, pull up LinkedIn updates, Google recent company information, or simply visit your prospect’s website. An email that includes zero references to any of those low-hanging pieces of information suggests one of two scenarios to your buyer:

1. You meant to send the email to only them, but didn’t think of doing even perfunctory research. Why should they expect you’ll put any more care into developing the relationship and learning about their problems?
2. 您将电子邮件发送给数十个或数百个潜在客户，这就是为什么您不包含任何特定信息的原因。

这两种情况都不对您有好处。您要么试图成为个人，但失败了，或者您只是不费心去尝试。买家不会善待被视为可更换的，他们会将业务带到其他地方。

The reason why this “spray-and-pray” technique -- a classic销售电子邮件错误-- is still employed is simple: It’s easy. It’s easier to write one script and blast it out than to take the time to research each individual buyer and adapt a template to fit them.

但是具有讽刺意味的是，这种渴望在更少的时间内做更多的事情正是对销售业绩产生负面影响的原因。您可能每天不需要发送250封勘探电子邮件。一些代表会抗议，并说他们的活动率很低，因此需要这种行为。这些代表可能没有意识到他们的费率人为较低，因为它们的勘探是如此不受欢迎，以至于高效效率高。这创建了一个恶性循环，销售人员会发出更糟糕的勘探电子邮件，以确保X交易数量将结束，这只会疏远买家并进一步降低了收盘价。

从长远来看，仅发送35封高质量的电子邮件将为您带来更好的结果。非常擅长有效地研究买家，制作模板，这些模板可以节省您的时间，但能够真正为您的潜在客户量身定制，并且您将开始看到响应率的上升。