Setting the Tone - The Initial One Two Punch
I have had a few customers ask me for advice regarding content to include in the initial email to a lead that has requested information. While I wouldn't call myself an expert, I have spoken with enough people on both sides to offer a few tips...
1) First, be prompt. Responding quickly (within one business day) helps place you in a favorable light. It's a potential indicator of how well you will respond once you acquire them as a customer.
2) Be courteous and follow their instructions. If they request email contact then do not consider responding by phone until you have at least attempted two emails.
3) Immediately address any specific points that the prospect has raised in the initial inquiry. If you have no information regarding their specific needs, then include some brief highlights of your product.
4) Ask them questions to further qualify them and position yourself as a consultant.
5) Keep it relatively brief. End with a question as well as asking them for a time to discuss further over the phone.
Hopefully, they will respond to this initial email and a conversation will ensue. If they do not respond, then try a follow-up email the next day and include the benefits of your solution, features that differentiate you from the competition as well as a success story of one of your current clients.
On the third day, follow up via phone. If you get through to them, great. Even if you do not, I would certainly add the email address to a dedicated email marketing campaign so they continue to receive periodic (monthly?) emails in case they have decided to put the project on hold, but may convert to a warner lead down the road. It is extremely common for someone to begin doing some product research, get sucked into something else, and then return to the product research weeks or months later. Be sure that you don't lose them in the meantime.
1) First, be prompt. Responding quickly (within one business day) helps place you in a favorable light. It's a potential indicator of how well you will respond once you acquire them as a customer.
2) Be courteous and follow their instructions. If they request email contact then do not consider responding by phone until you have at least attempted two emails.
3) Immediately address any specific points that the prospect has raised in the initial inquiry. If you have no information regarding their specific needs, then include some brief highlights of your product.
4) Ask them questions to further qualify them and position yourself as a consultant.
5) Keep it relatively brief. End with a question as well as asking them for a time to discuss further over the phone.
Hopefully, they will respond to this initial email and a conversation will ensue. If they do not respond, then try a follow-up email the next day and include the benefits of your solution, features that differentiate you from the competition as well as a success story of one of your current clients.
On the third day, follow up via phone. If you get through to them, great. Even if you do not, I would certainly add the email address to a dedicated email marketing campaign so they continue to receive periodic (monthly?) emails in case they have decided to put the project on hold, but may convert to a warner lead down the road. It is extremely common for someone to begin doing some product research, get sucked into something else, and then return to the product research weeks or months later. Be sure that you don't lose them in the meantime.
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