The Art of Email Prospecting

This is the first in a 3 part series around prospecting in different ways. In future posts, we’re going to discuss prospecting on the phone and in a face to face environment.

To get us started, we’re going to focus on email and relate a personal story too …

Standing out from the competition isn’t just about offering the best services or the most competitive prices. It’s about how you approach your prospects. We firmly believe that the right email wording and a positive, helpful attitude can make all the difference in building successful relationships. 

It’s not about pushing for a sale; it’s about guiding your prospects to make informed decisions that benefit them. Here’s why your approach is everything and how you can master the art of prospecting.

Helping, not selling

When you reach out to a potential client, it’s crucial to remember that your goal is to help, not sell. The traditional sales pitch, smothered in jargon and pressure tactics, is not only outdated but also counterproductive. Prospects today are savvy and can easily detect when someone is more interested in closing a deal than in genuinely addressing their needs.

Here’s a recent email example, my colleague Mark received, demonstrating how NOT to cold prospect via email. JustEat and Wingman are not exactly similar types of businesses!

Instead of bombarding your prospects with a laundry list of services and features, take the time to understand their pain points. Personalise your communications to show that you have a genuine interest in solving their problems. 

A simple, “I noticed that your company has been growing rapidly. Are you experiencing any IT challenges that we can help with?” can go a long way in demonstrating that you are there to support them, not just to sell to them.

The power of using the right wording

Email remains one of the most effective tools for prospecting, but it’s all about the content and tone. An effective prospecting email should be concise, relevant, and most importantly, personalised. Begin with a compelling subject line that piques curiosity but isn’t overly sensational.

“Introduction” is a good one – it’s genuine and interesting.

In the body of the email, start with a friendly introduction and reference something specific about the prospect’s business. This could be a recent achievement, a new product launch, or even a challenge they might be facing. 

For instance, “Congratulations on your recent acquisition of ACME WIDGETS. With growth and integration comes new IT challenges, and we’ve recently been working with a company 10 miles away from you, who’s just bought three different busineses. It’s been quite a journey. ”

Follow this with a brief overview of how you can assist them, backed by relevant case studies or testimonials. 

End with a clear, but non-pushy call to action, like, “Would you be open to a short call next week for a quick chat?”

Attitude matters

Your attitude in communications sets the tone for your relationship with the prospect. A positive helpful and enthusiastic approach can significantly enhance your chances of converting a prospect into a client. Show genuine interest in their business, listen actively, and provide insights that are valuable to them. 

Remember, people buy from people they like and trust.

Your prospects should feel that you are a trusted advisor, not just another salesperson.

Sharing a recent experience

We recently experienced a situation that perfectly illustrates the power of the right type of email approach.

To set the scene – we often proactively approach MSP owners who have been taking a look at the Wingman website – it’s part of our marketing engine.

I sent the following email to a recent visitor to our homepage … (You might find it a useful template …)

_________

“My name is Josh, I’m a marketing specialist here at Wingman MSP Marketing.

I’m reaching out because we noticed that someone from your business (it may well have been you) recently took a look around our website, specifically our services page. We’re thrilled to see your interest and I wanted to be proactive and introduce ourselves.

Our team specializes in providing bespoke marketing services to MSPs across the world. Whether you’re looking to enhance your online presence, generate more leads or improve your overall marketing strategy, our team is here to help you.

If you were to work with us, you would gain access to our tracking tool, which allows you to monitor website visitors and get in touch with them. The tool is a game-changer in converting interest into solid leads. Who doesn’t like proactivity?

See what I’ve done here?!

If you would like to start a conversation, please feel free to find a convenient time here

If the time’s not right – we get it. You may want to take a look at our MSP marketing resources here, or even try our website benchmarking tool.”

___________

Within a few minutes, I got a reply – the visitor was exasperated from being bombarded with ‘cold’ emails …

__________

“I am so tired of being solicited by MSP-related everything, that I just cannot even give you any thought right now.

As a businessperson, I am replying to be respectful, but I am burned out on all the solicitations I receive.

All I say is no thank you.”

____________

In response, I sent them the following response – my aim as ever was to be empathetic and respectful.

____________

“Thank you for responding, it is much appreciated.

I totally understand your position; you are probably being sold to left, right, and centre.

I only reached out to you as someone from your business was looking around our website, and I wanted to help out more than anything to make sure you found what you were looking for.

I will remove your details from the system to avoid you feeling hounded.

Enjoy the rest of your week.”

____________

I didn’t expect to hear from him again.

A few minutes later, I was REALLY surprised.

Their reply was both unexpected and positive:

____________

“No problem and not your fault.

You are correct – unfortunately, being sold in every direction creates fatigue.

I am speaking with our marketing manager now and you are correct; they did look at your site as they were researching MSP marketing companies.

I forwarded them your information, and they will reach out when that time comes.”

____________

As you can see, this exchange turned a potentially negative experience into a constructive one, highlighting how a thoughtful approach can change the situation’s outcome and the potential ongoing relationship.

The human touch

Ultimately, prospecting is about human connection. Your prospects should see you as a person who genuinely wants to help them succeed. Be approachable, be helpful, and most importantly, be yourself. By fostering a genuine relationship, you not only increase your chances of winning a new client but also lay the foundation for a long-term partnership.

We know that the right approach can transform your prospecting efforts. By focusing on helping rather than selling, using the right words, and maintaining a positive attitude, you can create meaningful connections that lead to lasting success.

So, take a step back from the hard sell and focus on being the trusted partner your prospects need. The results will speak for themselves.