20. @srichardv
#7 Provocation Emails
Herman,
Do you have a few moments to speak later this week or next
week? I’ve been trying to reach you to find time on your
calendar to briefly discuss TOPIC.
I apologize for my professional persistence; I’ve had difficulty
reaching you on the phone and thought e-mail may be a better
medium for you.
Could we carve out 30 minutes for a brief phone call?
Kind regards,
Steve
29. A Day in the Life of a Rep
10
/day /month
Average
email open rate
Break-in emails
a month
Send break-in
emails per day
40
Engaged Prospects
40
200 20%
30. What Impact Would These Insights Have on Your Business?
Know WHO the
hottest prospects
are to call
Know WHEN to time
a call for the best
chance of having
your call answered
Know WHAT
topics to focus on
based on
customer interest
WHO WHEN WHAT
31. Break-in email sent to Mike Smith,
VP of Sales at Acme, Inc
San Francisco
Email Forwarded to Henry Jones,
COO of Acme, Inc.
Chicago
Henry Jones
Chicago, IL US (312 area code/Globalcom.com
<Mike.smith@acme.com>
Impact Example #1: Tracking Forwards
32. Impact Example #2: Reviving Dead Opportunities
Prospect opens
content and views
materials
Sales rep calls the
prospect 20 minutes
after the materials
are viewed and
connects. They are
to an in-person
meeting
Break-in
The in-person
meeting goes
great and all
indication are
that the deal will
move forward.
The sales rep
sends over a
proposal, but the
prospect never
opens it.
Phone Call In-Person
Meeting
Proposal
Sent
The prospect
suddenly goes
silent. The sales
rep marks the
opportunity as
dead.
Radio
Silence
?
OCT
33. Impact Example #2: Reviving Dead Opportunities
The sales rep
suddenly gets a new
viewer alert from the
proposal email he
sent last October.
The prospect spends
a lot of time focused
on the low cost
option.
Sales rep calls the
prospect- just
checking in.
Learns that there is
now budget and
that they are
interested in talking
through the
proposal.
View Alert
Revised
Proposal
The rep sends a
revised proposal,
including more
information about
the upsell value
points.
Deal Closed
The rep closes
the deal at the
mid-priced
option.
Phone Call Revised
Proposal
Deal Closed
JAN
34. Using a personalized video can increase engagement
with your email by 44%
Source: Sunday Sky 2102 State of Online Video Report
Adding “Video” to the subject line can increase open
rates by 5X
Source: Embedded email in Video: Exploring its Viability as a Marketing Tactic; The Relevancy Group June, 2013
36. 5 Tip for Improving Prospect Engagement
Track email engagement, so you know how to prioritize and
time follow-up and if there are other stakeholders involved
Measure how prospects engage with your content, so you can
probe around areas of interest or concern
Gauge how effectively your team is emailing by measuring
email open rates.
Try using a personalized video to break-in to a new account
Make sure you use the word VIDEO in the subject line for
higher open rates
