There was a time when thrice a week I would craft an email that I would send out to all of the leads in my CRM that I did not rate High. I used a Low - Medium - High rating system to organize my inbound leads and generated enough appointments through this tactic to consistently fill the top of my pipeline. My emails all offered 2 things, 1 – a piece of valuable content, 2 – a request for an appointment.
I tested different titles and some emails worked better than others, but overall, if I sent out enough emails, I would generate enough appointments. Seemingly overnigh this tactic stopped working. You can view my lead grading system here.
Recently, a colleague of mine was looking to engage a prospect with whom he did not have a follow-up call set. He was preparing to reach out to the prospect, but was having difficulty phrasing an email that was not "cheesy". We threw around a few ideas and quickly came to our first conclusion. Whatever you do, do not send a "Just Checking In" email. Then, we chose a better path.
If you are in sales, you have most likely sent the following email:
The same is true of prospecting inbound leads. You have provided value to your lead via the prospecting sequence, and attempted to earn their attention with a stand out outreach, but still no response. The only thing left to do is break up.
Breaking up with your lead formally is the right thing to do for the following reasons:
Leave a voicemail and send an email with each outreach while prospecting your inbound lead. But what should these messages contain?
The goal of an effective prospecting process is to deliver building value with each message, as to have the highest percentage of earning a response.
The following is an example of how to build value throughout the prospecting process with an inbound lead: