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As we have said before (more specifically in this newsletter written by our Founder & CEO, Tom), a lead generation plan is essential for businesses to expand their customer base and increase sales. Your company would not be able to grow and increase sales output if you do not have a system in place for generating leads, especially without a robust email marketing plan.

A good lead generation strategy can benefit you in many ways such as :

  • Enabling you to focus on the clients you want
  • Increases the public awareness of your brand.
  • Translating leads into more clients and generating more income.

If you are reading this article, then you probably have at least heard about how useful email marketing can be, since it has been battle tested from the dawn of internet marketing. So, in this article, we are going to skip the basics to take a look at some proven methods of turning email replies into meetings.

There can be several outcomes when you find a prospect and reach out to them via email. We could categorise them into four different categories: 

1. Prospect responds positively and readily asks for a meeting.

2. Prospect does not respond to your email (which unfortunately is a more common scenario).

3. Prospect responds by asking for more information (most likely a positive scenario).

4. Prospect responds by saying they are not interested.

That being said, let’s dive in a little bit more on these scenarios!

Prospect responds positively and asks for a meeting

If the prospect replies with a day and time they are available for a meeting, you may create a calendar invitation using the software you use internally. When you’re done, reply to their email to let them know you’ve sent a calendar invite with all the necessary details.

For example, say that Jack responds to your email saying that he’s interested in doing a meeting, and you can respond with something like this.

Hey Jack,

Great hearing from you.

I have sent you a calendar invite with all the information in there. You can view the calendar link from here.

[Calendar Link]

Looking forward to chatting with you soon”

(your name)

If the prospect does not propose a time, based on your availability you can respond back with 2 days and 3-time slots

Be sure to give them options so they do not have to think about it much and select the one at their convenience. Additionally, always make a point to convert the proposed timings to their own time zones if applicable. 

Hey Jack

Great hearing from you. Here are a couple of slots that work for me this week:

Wednesday (Sep 12) at 10.30 AM CET

Thursday (Sep 13) at 2.00 PM CET

Thursday (Sep 13) at 4.00 PM CET

Go ahead and let me know a time that works best for you and I’ll send over a calendar invite with my conference line info. But if none of these times work for you let me know what does and I’ll work around your schedule.

Thanks

(Your name)”

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Moving on to Prospect who doesn’t respond to your email,

Though this is the case 90% of the time, there is no need to be discouraged because there could be multiple reasons why prospects have not responded. Some of the most common reasons could be,

  • Your email got lost in their inbox
  • They intended to but forgot to respond back to you 
  • They had other priorities at the time
  • They didn’t read your email fully and didn’t realise the value you could deliver.

Let us tell you exactly how we can follow up with the prospects that don’t respond. You can maintain a Follow-up schedule which depends on the industry or the service but for the most part, you could follow up with another email every 3 – 7 days.

However, you can decide the time gap whichever works best for you. For larger companies, it is recommended to have a bigger gap and for smaller companies, shorter gaps. The reason to have a bigger gap for larger companies is that they might be receiving masses of emails per week and there is a higher chance that they might miss the emails you send with smaller gaps and vice versa for smaller companies. You only want to follow up with a person 3-4 times maximum because otherwise, you could end up annoying them.

Some people counter-argue that if you keep saying persistent, you may be able to convince the prospect. However, moving on to a new prospect who may be interested is better than wasting your time following up on a lead that does not respond. Again it is up to you to decide what may work best for you, but we always say, time and effort are the most valuable commodities out there. 

And here is a Follow-up Example:

Hey Jack

I wanted to follow up on my email below about helping you increase [unique value proposition]

If it still makes sense to talk, let me know what your calendar looks like.

Thanks

(Your name)”

And when you are following up one to three times make sure you send these emails with slight variations. If you find manually sending follow-ups rather cumbersome, then you can use some email tools such as Boomerang, Yesware, or even Automated sales email software like Outreach.io, Lemlist, and Woodpecker to automate the follow-up process to a certain degree.

If the prospect still does not respond after the third follow-up, let it go and assume they are not interested and move on to a new prospect.

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In the case of Prospect responds by asking for more information

There could be instances when you send an email and the prospect asks for more information, which is more than fair and this is more than likely the most realistic goal you could ever ask for. In a sense, you have hooked the fish and now it’s time to bring it home. The thing to keep in mind is that you should not send the prospect an information packet or deck because you will probably overload the prospect with too many details. Therefore, you will be able to sell much better over a conversation compared to a multi-paged PDF or an entire slide deck. Your goal should be to give them just enough information to want to take a meeting with you, so you can personalise your offerings with the information they provide during the meeting. Here is an example.

Hey John

Great hearing from you.

We’ve helped businesses like yours grow by [action], but that’s just a small fraction of what we do.

We also provide:

  • [Service 1] 
  • [Service 2]
  • [Service 3]

More importantly, to see if there’s a fit to work with each other here, it’s best if I can understand your current situation better.

Figuring this out shouldn’t take too much time.

Do you have 10-15 minutes to hop on a call over the next few days?

Thanks

Your name”

In the above example, we are acknowledging that they are asking for more information, and rather than trying to sell to them right off the bat, we are suggesting that we need a little more information to see if it makes sense to work with each other.

Additionally, there could be companies that may not have the budget or resources to buy what you are trying to sell. Knowing if your prospect has the resources to make a purchase is a good thing. You do not want to sell something to someone who cannot move forwards in your buyer journey and if you play your cards right, they could come back to you when they have the capacity to do so.

Hence in such a situation, reply courteously and move on to your other deals

Hey Jack,

Great hearing from you. I appreciate your transparency and totally understand.

Even if you currently don’t have the resources, I’d still love to show you exactly how we can [unique benefit] so that you’re aware of what’s available when the timing is better.

So if it still makes sense to talk, let me know what your calendar looks like.

Thanks”

In this situation, we are acknowledging that they do not have the budget and try rebutting them by saying that even if they are not at capacity to take on your project, they can come back to us when they are at a better standing in the future, 

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Instances where a Prospect responds by saying not interested

You are likely to receive many emails from individuals stating that the services you are offering are not a top priority or that it doesn’t apply to them. That’s another way to say they are not interested in a much nicer way. For example, they might send you something like this:

Thanks, but we’re not focused on outbound marketing services right now

Regards,

John”

In such a scenario what you can do is you can counter with social proof or proven results and target a metric you feel they actually care about. The reason is that if your product is actually good and you believe they can benefit from it greatly, they are losing out greatly. In theory, if you believe you can truly help them and there are no obligations after the meeting, they really have nothing to lose here. 

“Thanks for getting back to me, John.

I really appreciate the candid response and totally agree with the importance of focus when there are so many things you could be doing for your business.

Now, I wanted to point out that we just finished working with (Client Name), a client similar to yours, which resulted in a 25% increase in monthly revenue.

Interestingly enough, this wasn’t a focus for them either when we first developed the working relationship.

If you’re interested to know how we did it, I could send over a one-page case study.

Regards,

(Your name)”

So in a subconscious way, we are countering by saying, “Hey, your competitor did this and increased their revenues quite a bit. Why aren’t you doing it?”.

Furthermore, offering to send a one-pager is a good idea as there is no harm in showing them that one case study with a  similar client’s success story may convince them to engage further with you.

Sometimes the prospects may just simply respond by saying that they are not interested without any explanation, which is more than fair on their part as well. To give you an example of that, sometimes a person might say, “Sorry, no thanks”.

If this happens, your goal is to figure out why they said no, so you can make improvements to your email and get better at it. Here is a sample email that you can use in such situations.

Dear Jack,

Thanks for getting back to me.

Any particular reason why this isn’t a good fit right now?

The reason I ask is that two of our most successful clients felt the same way until we were able to educate them on the power of the new and [unique benefit].

I’m happy to send over a one-page case study on the results if you’d like.

Regards,

(Your name)”

This is just one non-intrusive way you can handle a situation where somebody does not give you a proper response. Hopefully, when they respond back, they will tell you exactly why they are not interested and you can respond to that accordingly & take it from there.

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In this article, we talk about several outcomes and how you overcome or follow up scenarios in each case. There can still be other scenarios that you could face when you are doing email marketing that we have not mentioned here. However, with this knowledge, we hope you will find a way to figure it out and make the best out of it. 

One thing you need to keep in mind is that you will never be able to organise a meeting with every prospect you email. Even if you offer them courtside tickets to see Manchester United, some will still refuse. Though success in sales, like everything else, is a numbers game. But it does not imply that you should send emails as much as you can; it just means you should send more of the right kind of emails to the right people at the right time.

Cold email prospecting involves much more than just competing for your prospect’s attention with other multiple salespeople from companies around the world. You are up against the ever-evolving marketing cogs out there and the only way to beat these machines is by outsmarting the machines. Beat them by personalising, being innovative, and inspiring with your creativities unique to humans. Or you can let Team Rocket do it all for you for just a fraction of the cost! Curious? Visit us at WEARETEAMROCKET.COM and learn more today! 

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