7 Sales Techniques for Cold Emailing

sales-techniques-and-emailIn sales, email is a powerful tool that can open doors or get them slammed shut in your face – metaphorically speaking. Written correctly, your conversion rates will skyrocket. Written poorly, you’ll fumble along wondering why no one responds to you or why they don’t respond the way you want. There are several sales techniques that need to be applied when cold emailing. Following are seven formatting and etiquette techniques of a good email…

Step One: Subject Line
Get this right or you’ll lose sales – we dedicated an entire post to this. Click “Sales Presentation Skills.” In short, make sure you get your prospect’s attention.

Step Two: Salutation
When reaching out to a prospect for the first time, consider the following etiquette. First, address your client as “Dear.” In today’s social climate, you can use the client’s first name, just be sure to use “Dear John” on the first message. If you have to, Hi or Hello is okay when you don’t have a name. Hi and Hello is also fine once you’ve sent your initial email with “Dear.”

Why is this such an important sales technique? As corny as “dear” sounds, it conveys honor and importance. Moreover, it respects the privacy of your client. We wouldn’t want to say Hi John or Hello John if we didn’t already know them or have an introduction. Whatever you do, never say Hey John – unless you’re having a beer with him that night. Hey is too informal and can even come off as insulting.

Step Three: Introduction
The next portion your email is the introduction. This is where you’ll  introduce yourself. It’s also a great opportunity to build value and credibility. Start with something like this:

My name is Theodore Roosevelt. I’m the product coordinator for ABC & Company – the world’s leading source for premium widgets.

With this simple introduction you’ve built credibility with your name and title, and value with the “world’s leading” tag-line. Adding the tag-line is a subtle sales technique that reinforces to your prospect that you, your product, and your company are legitimate. It builds trust. Don’t go overboard with the tag-line and do not take this to mean you can spout off about how great your products are.

Step Four: The Point
Decide what your goal is. In other words, do you want to get an appointment, a phone call, or just a response of some kind. When you know your desired result, you can craft your message accordingly. So after a great subject line, proper salutation, and introduction, we can move on to the point of the email. Example:

I’m contacting you because I noticed that your company uses widgets and thought that premium widgets may be of particular interest to your business.

Notice how the “point” is all about the prospect.

Step Five: Email Body
This is where you’ll “outline” your message. Don’t go for the big sales push here. Just get them interested with some facts and data, illustrating how it relates to and may benefit them and their business. The body of the message should be just a few sentences. Be concise. Take some time to work out your messaging always focusing on your prospect and their needs.

It is very important to resist the urge to try to sell your product or service – this should be left for a phone conversation. Often sales people provide so much information in the email body it has two disastrous effects. The first is that it’s too long and complicated and thus the message never gets read or understood. Second, so much information is provided that the prospect has no reason or need to respond – they’ll get around to it if they’re interested.

Step Six: Call to Action
The call to action is a vital sales technique and is the difference between zero response to a positive response. First, let’s look at what not to right. Do not write: Let me know. I look forward to your reply, I’d be interested to get your thoughts – these are not calls to action. They are your wishes, hopes, and dreams. Instead, simply ask for what you want. Example:

Would you be interested in discussing this opportunity? Or, Would you like to explore this together?

You can also be direct and suggest a next step.  Are you available for a call on Wednesday or Thursday?

Ask a question and you often get a response. Don’t ask a question, don’t expect a response.

Step 7: Salutation/Signature
Make sure you have all your contact information, including company website URL, address and contact numbers. Avoid heavy graphics and artsy signatures. These are annoying and do nothing for your prospect. If you must put something, consider a nice quote from a satisfied customer. Keep it simple and professional and make sure it’s readable in both plain text and HTML. Finally, to personalize your email, put your first name at the end, rather than relying on your auto-generated signature. Example:

….Would you like to explore this opportunity?


Theo Patrick
ACE Sales Guy, ABC & Company
123 One Rd, Salestown UT, 12345, USA
(o) 1-123-123-1235 (m) 1-123-123-1234
theo@abc-company.com | www.abc-company.com

Lots of sales people like to add a Sincerely, Regards, or Thank you after a call to action. I find this unnecessary, obsequious (look it up), and distracting. That said, it is relevant for certain emails so use your judgment. Hope this helps…

Share your sales techniques with us! We’d love to hear from you!

By Theo & DH


  1. Hello from Russia!
    Can I quote a post in your blog with the link to you?

    **** Yes – Thank You ****

  2. Earn with Affiliate Marketing says:

    This is such an important topic, I wish more people would write about it, not just spamming other people’s ideas. Researched content is hard to find on the Internet these days.

  3. Good Day!!! http://www.salesgrail.com is one of the best informational websites of its kind. I enjoy reading it every day. All the best.

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