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Lead Generation in 58 Words

Today I am posting an article on behalf of a good friend and professional colleague.

Bryan Weinman bills himself as a Demand Generation Engineer and is someone you should reach out to if your sales team needs more qualified appointments.

You can download my Cold Call Playbook HERE

58 Words That Get Appointments (almost) Every Time

Have you ever had an ex who wrote novels via text message? Your phone turns into a mushroom cloud as it’s bombed with 3,200 characters. A chain of truncated text messages arriving 160 characters at a time. You cringe knowing the order in which they arrived resembles a dropped three-ring binder that exploded as it hit the floor. After reading the first few words, you roll your eyes, and put the phone down on silent with goals of regrouping when the flames burn out. Later, as you lie in bed, you pinpoint the intended takeaway of the novel and ponder why it couldn’t have been summed up with one text.

Most appointment setting email templates tend to mirror the length of your ex’s text novel. These templates suggest using north of 200 words that gradually reveal the takeaway. My wager is the prospects that receive this email have the same feeling about you as you did about your ex.

We are now a culture with attention spans defined by the notion of 160 characters or less and it is with this notion of brevity in mind that I’d like to share with you the appointment setting email template that successfully opened a door at every one of the top US banks.

Bryan Weinman’s Appointment-Setting Email Template #1

Subject: Quick Question

Body:

Annie,

We’ve doubled productivity in compliance and asset management with an app built specifically for affordable housing investors. The app pools all metrics and activities in origination, financing, construction, and asset management in one database that displays performance with graphic executive dashboards.

May I ask with whom (or how) to share more information with Big Bank?

Bryan Weinman – Executive of Business Development

Multifamily SaaS Solutions

1234 etc. Way, Suite 150

Englewood Colorado, 80110

720-840-0000

Let’s take a look under the hood in sequence

#1 – “Quick Question” Yes it really is that simple. The reader’s eyes are immediately drawn to the body.

#2 – “Annie…” Opening with the receiver’s first name again invites the person to read on. If the receiver’s name is Robert, try to verify their preference of Bob, Rob or Robert with a quick google / Linkedin search. One might gawk at the perceived time spent to do a search on every prospect named Robert, but let’s add some perspective – If your average sale price is $350,000, you may pocket $35,000 in commission for 60 seconds of diligence. One word may capture the attention of someone who may spend $350,000. In short – your prospect, your family and your wallet are worth the extra time.

#3 – “We’ve doubled productivity in..” The biggest perceived benefit is up front and it may take trial and error to arrive on what benefit resonates best.

#4 – “compliance and asset management…” Tailor this to your prospect’s department or direct responsibility.

#5 – “specifically for multifamily housing investors…” Tailor this to your prospect’s business.

#6 – “The app pools all metrics and activities…” This sentence validates the benefit statement with additional information. It is not a chance to pitch. Keep it brief.

#7 – “May I ask with whom (or how) to share more…” These words invoke thought by the receiver inviting them to recommend the right course of action even if they aren’t the right person.

#8 – “at Big Bank…” Much like using the receiver’s first name, using the company name is critical because it reinforces the feeling that a real person took the time to communicate with them specifically.

Where’s the close?

If you’re wondering how exactly this email closes on an appointment, you’re very astute. There are three outcomes that unfold after sending this email.No reply, I’m not the right person, I am the right person. If you’ve reached the right person, send the following –

“Fantastic. Would you entertain a 15 minute, mutual introduction by phone this week to see if there is reason to chat further?”

Let me close by suggesting a positive aspect of working as a marketing and sales professional is the many lanes one can take to success. To convert more of your outbound appointment setting email effort into appointments set, I recommend the fast lane – be brief, be relevant, and be gone.

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