5 Things To Remember When Closing Cold Email Leads

Marta Balukiewicz in

Blog/Cold Mailing/5 Things To Remember When Closing Cold Email Leads

At first, you were mostly getting referral leads, convinced you can help them. Then, you started to run a blog and after a couple of months, you got some new leads encouraged by the content you produced. At some point, though, in order to sustain growth, you’ve decided you need a predictable inflow of leads. You’ve launched outbound marketing, however, you most likely don’t realize that the leads you’re going to get from it are supposed to be closed differently than those from other sources.

And how do you do that? What do you need to keep in mind when talking to leads won via cold emails? Read on for a list of 5 most important things that will help you close deals with outbound prospects.

#1 Help comes first, then come sales

When contacting a potential customer, never push your product on him right away. Yes, push is the right word here. Don’t be a salesman, but rather a helper and advisor. First, bring in some value to the table, and only then sell. Prove that you’re an expert in the given field and make sure that the product or service you’re offering can indeed solve your lead’s problems.

#2 Seize the customer’s attention

You’ve sent a cold email, it’s been opened. You now have the customer’s attention. You received a positive response and the client is waiting to hear more. He keeps waiting. He gets on with his daily hustle and forgets about the great offer he got from you. It’s crucial to take advantage of the customer’s attention at the right time.

Plan your cold email blasts well. Try to arrange them in a way that will make it possible for you to reply in a prompt manner. For instance, if you’re based in Europe, and you’re sending emails to American companies, take the time difference into account. Stay online around the time the recipients will open your emails. Take advantage of the first, key 15 minutes of their attention. You wouldn’t believe how many people forget about this simple fact.

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#3 Build your trustworthiness

Keep in mind that a lead coming from outbound (as opposed to referral or inbound leads, who usually research you beforehand) doesn’t know you at all. That’s why you should build your trustworthiness. It’ll help you win customers over and close deals.

An outbound lead requires more work than other types of leads. Starting with the first email, all the way through the other stages of talks, try to make the best impression possible. A complementary element that will help you build trust is content – a blog, website, case study, or simply a good portfolio. All these things prove to a potential client that you’re an expert in the field.

Are you posting articles on LinkedIn or Medium on the regular? Send him a link. Maybe you’ve worked with someone in your lead’s niche already? Show him the effect. Content is the complement to outbound activities.

#4 Focus on the client, not yourself

You don’t have to keep talking about how great your company is, how many awards it’s won, and how many conferences you’ve participated in. Sadly, this is a pretty common mistake made by businesses only starting with outbound leads. When writing your first email, focus on how you can help the person on the other end. The same goes for leads. Show them the advantages stemming from working with you, instead of trying to draw attention to how amazing you are.

Explain to the client how you can solve his problems. Develop a relationship, let him communicate his needs, listen and display interest. Be a professional first, and only then a salesman.

#5 Remember to follow up

Many sales reps admit that they don’t always follow up on their initial contact. Research done by Harvard Business Review shows that over 24% of the probed businesses admit that it takes 24h+ hours for them to reply to a lead’s response. A whopping 23% of businesses never reacts to these emails.

Why are followups so important? Firstly, because you’re not always able to fully present your offer in the initial email. Secondly, a single conversation with a lead may not be enough to pinpoint the problem and find a suitable solution. Don’t give up and show you’re willing to help.

Not sure how to write an efficient followup message? Take a look at the templates we’ve designed: 

The “I’ve presented the offer, showcased the product, and now I’m waiting for a reaction” approach is faulty. Don’t just expect the lead to get back to you. Every play you make has to end in your move – extracting a definite deadline, action, or decision from the lead.

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Marta Balukiewicz

Former journalist. Loves to ride a motorcycle, writes about B2B marketing with a passion. Thanks to work in RightHello she knows the secrets of lead generation and cold email campaigns. Privately a big fan of Iron Man.