If you are sending out personalized sales emails and your response rate is less than 10%, your emails could use some work. You may be offering an incredible product or service, but the prospect will never even know what you are selling.
Hubspot created a single email template that can easily help you get new customers. First let’s dig into what’s wrong with common sales emails.
Too long. No one wants to read a mini ebook in an email.
Too many ideas. Although the company has an amazing product, highlighting too many value props in their emails confuses readers.
Too “me me me.” Emails that talk way too much about why you are awesome, and lists your company’s features instead of putting it in terms of value for the customer.
Too hipster. Wanting to seem young and modern, but overly fancy marketing automation templates makes emails seem impersonal and spammy, even with customization. No one thinks they’re getting a personal email if it’s too pretty.
We’ve gone through the bad, and now it’s time for the good. Here’s the new template:
Exciting subject line. The subject line is your gatekeeper, so 50% of email work should be spent crafting and testing different subject lines. You want to create an exciting but credible (not spammy or salesy) subject that intrigues recipients.
Enticing offer. Give your prospects a reason to respond, and a simple call-to-action. Mentioning your past success with another client they’ve heard of makes this offer seem more realistic and obtainable.
Personal feel. This sales email has the same basic format and tone of an email you’d send to your mom or best friend. When you’re too formal, you sound stiff and like a salesperson rather than a person-person.
Social proof. One of your biggest barriers to selling is risk. No one wants to be the first customer and work with a company without credibility or experience. Mentioning one of your customers and the results you delivered to them makes you less of a risk.
The number one mistake we see across LinkedIn profiles is writing your profile for the wrong audience. It’s a problem unanimous across the board, from entry-level salespeople to seasoned executives at bleeding-edge companies.
Oftentimes, viewing your LinkedIn profile is your buyer’s first interaction with you, so make it a first impression that adds value. By the time a buyer actually speaks with you they’re over halfway through the buying cycle.
The #1 Mistake Sales Reps Make on LinkedIn
Far too many sales reps write their profiles as if they’re searching for a job, not to deliver value to prospects and customers.
Take a look at your profile and a few of your coworkers, past or present. It won’t be long before you see someone highlighting all of their accolades. Here’s what a typical sales rep’s profile includes:
#1 rep on the team with 130% quota attainment
50% increase in sales year-over-year
Added 24 new xyz’s (first on the team)
President’s Club attendee three years running — 105% of quota
This is great if you’re searching for a job or speaking with recruiters, as they’ll be your primary audience. But once you get a job, copy all of your accomplishments elsewhere and update your profile to what matters to your audience which in sales is your prospects and customers.
Having a profile that highlights your sales achievements shows your buyer two things:
You only care about yourself.
You’re a shark.
Neither of these qualities make you particularly desirable to work with.
Another major mistake is your LinkedIn profile’s length. It’s hard to admit, but your buyers don’t want to read your full autobiography. Limit your summary to your biggest and most relevant achievements, and what you’ve worked on in the past 12 months or so.
How Sales Reps Can Optimize Their LinkedIn Profiles
1) Write your profile for your audience.
Depending on your role, your audience may vary. If you’re a sales or account executive, your audience will be prospective customers. If you work in account management or client success, your target audience will be your existing customers. You want your profile to showcase what’s most important to them. This could be awards your company has won, client success stories, and product updates.
Are you networking and adding many new connections each day? Make sure your profile is an efficient reminder of who you are and what you chatted about. Include a quick description of your company and flagship solution.
If you’re an executive, tailor your LinkedIn profile for investors, board members, or top talent you’re trying to recruit. If you have a hiring message in your profile tagline, sell your company as a great workplace, and yourself as a great leader.
If you’re raising a round of capital and are meeting with executives, prominently display your KPIs over the past 12 months, and direct investors to recent announcements in your media room, such as landing a new flagship client.
A quick and often overlooked way to tailor your LinkedIn profile is having relevant recommendations. It’s the fastest way to add social proof and something that can be carried with you for the rest of your career.
One of the quickest ways to add recommendations to your profile is to write some of your own and ask that they return the favour. I always take a few minutes to write reviews of my champions, decision makers, and anyone else I’ve had a meaningful interaction with during the buying process.
2) Use your profile to build credibility.
Since The Challenger Sale was published, the number of consultative commerce teaching style reps has skyrocketed. While anyone can claim to be a credible expert in their field, some people are more credible than others.
If you’re waiting until after you’ve met your prospect to start building credibility, it could be too late — modern buyers are 57% of the way through the decision making process before they contact a sales rep. Using your LinkedIn profile to establish credibility will help build rapport with your buyers even before your first meeting.
In the same way, tailoring your profile to your audience builds trust with buyers. Creating an effective personal brand isn’t something that happens overnight, but it doesn’t have to be a huge time commitment either. All of the following things go a long way toward bolstering your reputation:
Publish a post once a week on something big that’s happening in the industry or with your company. This is as easy as republishing a blog post that you frequently send to clients on your profile.
Recommendations from buyers and clients.
Featured guest blogs or talks you’ve given. Every sales rep should aim to publish one blog post a year, and represent their company or lead a workshop.
Consistently posting relevant information to your buyers. The key here is to keep posting consistently. I recently had an acquaintance reach out to me and say they’ve been seeing my posts more and more frequently. The reason? I’ve been posting more (and more relevant) content on LinkedIn recently.
3) Finish your profile.
The most important thing a sales rep can do on LinkedIn is maintain a complete, updated profile. A great profile includes the following elements: