Always be closing. That’s the goal of every outreach campaign you’ll ever run. The “close” may differ, but if you’re not after some sort of conversion or goal, there’s no point and you should stop wasting time and money.
Consider this: 8% of sales reps are responsible for 80% of all sales. What do they do that the rest of us could copy?
- They nurture and engage with their leads. Nurtured leads generate 20% more sales opportunities and result in purchases that are 47% bigger.
- They start a conversation, listening to pain points and offering a clear solution (not a product).
- They follow up and persevere. 80% of consumers say ‘no’ four times before they say ‘yes’, yet 92% of salespeople give up after hearing ‘no’ four times. You read that right.
- They ask for the sale at the right moment (which is never the first touchpoint).
And they use templates at every stage of the buyer journey to stay consistent, on brand, and able to engage and customize quickly at scale.
In order to close more deals, you need more prospects. Simple.
But depending on your specific objective and approach, you’ll need more than one template to generate leads.
Let’s look at two classics:
1. The general request
2. The contact locator
Nurtured leads result in better sales. Rarely if ever will someone sign on the dotted line after just one cold email.
3. The obvious pitch
Acknowledge the awkwardness of cold email upfront to create a common ‘enemy’. And a little humor can go a long way.
4. The shared connection
5. The cold referral
You can create a ‘cold’ referral by finding mutual connections or shared interests on social media, a recent conference or event you both attended, or anything else you have in common.
6. The genuine congratulations
Reaching out after a major business or personal achievement is a great way to connect with targets within your niche.
When it comes to email, the follow-up is arguably more important than the initial message. Studies have shown that you continue to get responses up to your tenth (value-added) email. Stop after one, and you’re leaving most of your potential on the table.
7. The content share
Sharing a piece of relevant content from your brand accomplishes two things: it reminds them of your previous email, and it increases your value to them. Win-win.
8. The LinkedIn spy
You can see who has viewed your LinkedIn profile with both free and premium accounts. Use that connection as an excellent excuse to follow up with them and further your value to them.
Ah, the close. So many ways it could be done. But let’s not forget that sometimes — just sometimes — the ‘close’ means stopping the pursuit.
9. The break-up
It doesn’t always work, but the break-up template gives them one last chance to bite before you move on. Either way, you’ll know for sure.
10. The reverse qualifier
Subtly suggest that they haven’t engaged with your previous messages because they aren’t the right fit for your company, and you’ll be surprised by how many will respond to that. A little reverse psychology goes a long way and taking away the sale before you’ve even made it can sometimes be the extra little push they need.
Templates aren’t lazy. They aren’t cheating. They aren’t ineffective.
Templates allow you to work smarter — not harder — to generate more leads, engagement, and sales. And that just makes sense.
Which template(s) do you plan to use in your next outreach campaign? Share in the comments below!