Sales “pitch” emails are some of the hardest things in the world to write. Fortunately, most of them cringingly terrible that you don’t have to do much better to beat the average. Here are a few hints, along with a resource for further reading.
- Ask for the sale. According to Retail News as cited by the National Association of Sales Professionals, 85% of pitches end without asking for the sale.
- Do research. The difference between a sales email and a marketing email is that a sales email is supposed to be authentically personal, not “fake” personal (like giving you a quick jolt of adrenaline by putting your first name in the subject line of an email). So take the time to look up your prospect on LinkedIn and find out who they are.
- Don’t pretend to address your customer’s pain points if you’re not pretty sure what they are. “As a marketing executive, you’re probably looking for a reliable exhibit provider.” Uh, no. As a marketing executive, I’m looking to throw my computer out the window if I get another cold pitch from an exhibit provider. Better to jump right into your pitch instead of insulting your prospect.
- Use correct spelling and grammar. If this is a challenge for you, find a workaround like creating several email templates and asking a trusted colleague to proofread your email. Not everyone will be turned off by poorly written email, but why would you want to take the chance?
You can find even more help in writing the perfect sales pitch in this article in MarketingProfs: “How to Craft a Concise B2B Sales Pitch in Limited Time.” (Note: A MarketingProfs subscription is required, but it’s free; and MarketingProfs is a great resource. Even if you’re in sales!