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Don’t Do This… Ever!

Want to grab and hold your prospect’s attention and get them to respond to your cold email? Don’t do this…

This is an email I recently received from an independent insurance agency. (Names and details changed to protect the guilty parties.) After I opened this email, read it and stopped howling with laughter… I decided to share it with you. Don’t do this today… Or ever!

Hi Wendy,

I’m not sure if you’re the right person to contact; I’m trying to reach the owner/decision maker at ColdCallingResults.com.

We’re notifying contacts in the area because a recent study found that 9-in-10 small businesses overpaid for their insurance in 2021. My agency is working closely with a handful of your competitors to get this resolved so I thought it would be in your best interest to know.

As an independent agency, we compare 50+ carriers and show you the lowest rate(s) actively available for your unique requirements. As a result of the recent findings, businesses like yours are eligible for an exclusive discount.

I’d be happy to provide you with some free quotes and lower your rate(s) if you don’t mind sparing a couple minutes of your time to speak with me. If interested, kindly schedule a 15-minute audio call here. If you’re satisfied with your current pricing, all good 🙂

Paragraph #1. It is not hard to find me. They know our web address and they know the company name. They knew enough to send the email to me. I am the President of the company. Guess who the decision-maker is…

Years ago, it could be difficult to find the names of decision-makers. Today with all the data and sales intelligence that is available, there is no need to include the sentence, “I’m trying to reach the owner/decision-maker…” in your email. Find it out before you send the email.

Furthermore, don’t use the word decision-maker. That’s a sales term. Your prospects don’t use it.

Paragraph #2. They say they’re working closely with a handful of my competitors. Certainly the “what your competition is doing” gambit can be effective, but only in limited circumstances. Of all of the business problems I might worry about my competitors having better insurance is not one of them. If you’re going to send me an email, mention something I care about.

Paragraph #3. They’re selling on price. Of course, saving money is important to almost everyone, however, if you sell on price alone you attract clients that only care about the price. They will leave you in a heartbeat the moment they find someone cheaper.

Paragraph #4. They say they would be happy to provide me with some free quotes if I don’t, “mind sparing a couple minutes of my time.” I do mind.

This email was a marketing email blast. It had an unsubscribe button at the bottom. I unsubscribed.

Don’t do this… ever!

About The Authour

Wendy Weiss is the creator of the Salesology® Prospecting Method that generates predictable sales revenue. She is an author, speaker, sales trainer and sales coach and is recognized as a leading authority on lead generation, new business development and sales.

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