The Early Stage Sales Development Playbook by Unknown

Author:Unknown
Language: eng
Format: epub
Published: 2020-04-14T20:38:25+00:00

Email

Per the cadence example suggested by Engagio, email is the primary means today for many SDRs to reach their prospects. Why? Whether or not a recipient responds, view rates tend to be high, because most business users are not completely ignoring their email (in some cases, it can take a few days for a recipient to read and respond to one). Using the sales execution platforms we discussed previously, you can also send out a number of emails at once if you choose to do so. Furthermore, in today’s digital world, people are less likely to be bothered from receiving a cold email versus a cold call, because a cold email is less intrusive.

Given that many buyers are receiving hundreds of emails from vendors, you must find a way to stand out from the crowd. Per campaign tip #5, you need to start with an engaging and relevant subject line so that you can get an email view in the first place. In the email itself, you must seem knowledgeable about the industry and provide value such as marketing collateral—again, the level of personalization will depend on the account’s importance and the number of accounts in total the sales team is pursuing.

Below is the type of email an SDR would send in an ABM campaign to a Tier 1 account as an initial email.

Subject: Referral + Real Time Expense Visibility

Hi Stephen,

I was catching up with a friend of mine who is a client of yours and he mentioned how easy your CRM product is to use.

I’m reaching out to introduce you to Millbraesoft, where our mission is to help CFOs gain real-time visibility into their employees’ expenses. Attached is a case study that we recently put together showing how we helped the finance team at KommerceKlub, a similar sized company to yours, reduce their team’s meal and travel expenses by 30%.

Given you have over 800 employees today, I believe we can help you and your team unlock meaningful savings on meal and travel expenses. Let me know if you are interested in discussing further. If so, how does 3 PM PST on Tuesday work for you?

Thanks,

Tim

Let’s analyze this email. First, rather than rushing straight to the point, Tim, the SDR, is breaking the ice by offering a compliment. Second, Tim is introducing Millbraesoft with easily digestible language on what the company does with a basic value statement. Third, he provides value with a case study that allows Stephen, the prospect, to understand the steps a peer company took to reduce their expenses. Fourth, Tim shows Stephen he has done his research on his company by including the number of people at his company. Fifth, Tim makes it easy for Stephen to respond to his call-to-action.

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