PRIORITIZE VALUE OVER CADENCE FOR BASHO EMAILS

In this next example, our SDR is targeting Megan – a marketer.

That means he need to show that he understands challenges specific to marketing, and use appropriate language – and that means Account-Based Marketing, or ABM.

Our rep knew that marketing judges success based on responses and engagement. So he offered a targeted, marketing-specific value prop, along with hyper-personalized presentation.

First, he referenced the locally famous “PDX carpet” background she used in her LinkedIn profile:



No response.

So he tried the next day, this time making the email even more personal.

Our SDR wasn’t spamming Megan, because his email delivered value. (Here’s the difference between cold email and spam.) He emailed her three times in three business days, all without a response – and it was still not invasive, because he was personal and diligent.

From her LinkedIn profile, Josh noticed that Megan liked micro brews; he also referenced the weather, to further create a personal connection:



Finally, after three attempts, he got a response!



As it turned out, he knew someone else who worked in the business development team at Megan’s company, and they forwarded our rep an email that Megan had sent to his team:



Josh has had people tell him “no” – but no one has ever told him that he was bugging them, as long as he took the time to do a little research.

It is hard to stand from the crowd with an email.

But if you can find some common ground with your prospect and show that you really understand their pain points, people do respond.

Great BASHO emails really aren’t that hard to write. Being professional means being helpful, empathetic, and doing your homework.

Turns out, people really like that!

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