This Sales Email Template Gets More Appointments

This is the third in a three-part series: Using Emails to Get More Appointments.

One of my clients asked me to review a sales email they were using.

This revised email more than doubled their open rate and increased the number of meetings they set by 33%.

 Download My 14 Best Sales Email Templates HERE

Subject: Suggested times for a brief phone introduction (1)


My name is Jennifer and I’m looking to schedule a 15-minute phone conversation to introduce myself (2) and my company, as well learn a little about you and {Company Name}.

I work for ABC COMPANY, and we are a Microsoft Dynamics partner that serves (3) CFOs like yourself who are frustrated with the ability of DynamicsGP to automate many of the simple and repetitive functions they need week after week and month after month. (4)

The purpose of reaching out to you is NOT to pitch you on our product, but to begin the process of getting to know you and {Company Name}. (5)

At a minimum, I know I can share at least one or two best practices other {industry} companies have implemented, some of which won’t cost you anything to do yourself. (6)

We see of ourselves as Business Automation Specialists, which is a fancy way of saying we have built some add-ons to Microsoft Dynamics GP that enhance reporting, alerting, process automation, and EDI. (7)

The best times on my calendar over the next few weeks include:

  • Monday, October 21 at 8am PST (8)
  • Thursday, October 17 at 2:00pm PST
  • Friday, October 18 at 12:00pm PST

If none of these options work on your end, feel free to suggest another time and I’ll work to move things around on my end. (9)

Here are some things companies (10) like yours use automation for:

  • Run reports they use every week automatically instead of paying someone to do it for them. (11)
  • Send them a text or email when limits are approaching (expenses, hours of overtime, project costs, etc.) instead of finding out after the fact.
  • Route information that requires their team’s approval (budgets, expenses, etc.) electronically instead of wasting money on paper and toner.
  • Use their smartphone to access business data in real time while out of the office (for business or pleasure) so they can work ON their business, not IN it.

Kind regards, and I look forward to speaking with you, (12)


 Download My 14 Best Sales Email Templates HERE


1) The subject line should never pitch or describe. Instead, be very clear about the goal of this email. What are you asking for?

2) I want to introduce MYSELF. It’s called networking, and people have been doing it for years. The key is to stay in sync with a (normal) human interaction model. Don’t be creepy.

3) I am a big believer that we don’t sell our clients; rather we “serve” them. Trust me. This is an important word (and mindset).

4) This is called a ‘referential’ explanation; at least that’s what I call it. Nobody cares what you do or what your software does. Similarly, it’s pretty tough to pitch someone on how you can help them the first time they answer the phone. It just sounds weird. That said, you can certainly describe how you have helped others like them, and you get bonus points for anchoring the explanation with an emotion (“…who are frustrated with…”).

5) Honestly, I have mixed emotions on this line so feel free to remove it. Whenever someone tells me they are NOT trying to sell me something, I usually believe the opposite. Still, this is a sweet transition sentence so I am conflicted.

6) On the most basic level, the prospect is trying to understand if you are someone they should be interacting with. They want to determine if you will add value, but that’s pretty hard to do on a cold call. Just imagine trying to know whether you met your soul mate on the first date. The fastest way to add value is, well, to give them something of value, which is what we are suggesting here. NOTE: you will actually need to approach the call (should they agree) with the intention of sharing something of value, or this line is going to bite you in the ass.

7) This does a nice job of framing “who you are” without getting too specific or salesy. It also helps establish you as someone relevant (maybe even an expert) in their world.

8) Remember: It’s not their job to get back to you and that your email needs stay in the “deal with now” pile? Well, specific dates and times are how we make this actionable.

9) Make sure to stay humble while maintaining “peer” language. We both have busy schedules, even if mine includes more cold calls if you won’t meet with me.

10) Pay attention here because this is where the magic happens (perhaps you should consider the strategic use of Bold or Underlining). Each of these benefit bullets are specific, AND every sentence starts with the action word. Also notice again these are referential statements (“they” not “you”).

11) I replaced “Customers” with “Companies” because the former is a word salespeople use.

12) Don’t forget to put a bow on this with a presumptive close that establishes you as a peer.

Tags: Sales Tools, Sales Process, Sales Email, Sales Strategies

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