I've been needing some motivation and ideas for getting a side project off the ground, and ran across a video from Steli Efti at MicroConf a couple years ago.
If you do sales of any kind, it's definitely worth an hour of your time. Go watch it here.
I'm going to publish the rough notes I took while watching it, and at the end I'll give my one biggest takeaway.
Open - figure out how to get them to open the email
Read - they need to read it
Respond - get a response
"90% of the time when I win, its because I followed up more than anyone else"
Followup until you get a yes or a no.
Most people interpret silence to be rejection... that's wrong. Stop trying to read their minds. They're busy, that's it.
Magic happens when you follow up. Because nobody else is.
Some people have success with "The breakup email": - "I've been trying to get in touch... I'm going to take you off my list, here's my contact info if you ever want to get in touch."
Don't reference your previous emails or make them feel guilty for not responding. Keep it short, upbeat, and just keep following up.
Should be quick! (10 to 15min)
Quality first: Can/should they buy, is it worth their time
Show Benefits, not features: Focus on what's relevant
Sales vs Training: Demo the value, don't teach functionality
When you close a deal, ask for referrals. When they say they need to think about it, say "sure... but what's one name in the meantime"?
When you close a deal, send the person who referred them a thank you note, and have the new customer thank them as well.
"if you follow up with everyone at least 20 times, magic will happen in your life"
I loved his mindset on following up. When I've sent outreach emails in the past, I've struggled to get to 2 followups before I give up, as I assume they're annoyed and not interested.
My biggest takeaway is "follow up relentlessly until you get a yes or a no, and magic will happen".
I've got a new spreadsheet made for one of my side projects, and it's got 20 columns for tracking when I send followup emails. I'm looking forward to seeing this bear fruit.