How to Write a Sales Prospecting Email to a IT Hiring Manager
My name is Dan Fisher and my company is Menemsha Group, a sales training and sales enablement solutions company that provides sales training, coaching, workshops and software products for IT staffing firms. Since 2008 we have worked with over 230 different IT staffing firm providing them with.....blah, blah, blah, blah....
Are you compelled to continue reading this email? Me neither! So what is the goal when writing a sales prospecting email to a IT hiring manager and how does one accomplish that goal? First, the goal of the sales prospecting email is to get a response, not simply to complete the task of sending out the email. Oh, and the goal is also NOT to get a meeting or take a job REQ. Manage your expectations.
Below are five tips and a sales prospecting email framework for how to write an email message to a IT hiring manager that will actually generate a response.
Step 1 Establish the Context of the Email
One thing is for sure, we can't make ourselves (the sales person) or our service, product or company the center of attention in our email (or voice mail). You must personalize EVERY prospect email message. So if you're sending out mass emails, stop it because it is killing your credibility and brand. To write an effective and personalized email requires some basic research. In 5 minutes you should be able to identify a trigger event or leverage their linkedin profile by leveraging one of these sales tools to come up with one of the following:
- Goal they're trying to achieve
- Challenge they're trying to address
- Read a blog they wrote/commented on
- Read a trigger event about their company
- Check out their social profile for things they care about
- Check company web site for new events/happenings
Step 2 Write Your Subject Line
Coming up with a subject line can be nauseating and a real time killer. Hey, I'm a sales guy too, I have to deal with it as well. But here are a few ideas:
- (Mutual friend/colleague) suggested we connect
- Idea to share with you regarding (their challenge/goal)
- Thought to share regarding (insert name of blog post)
- Question regarding (recent trigger event)
- Idea/thought regarding (recent trigger event)
- Have you considered (insert your idea/suggestion)
3 The Opening of Your Email
Do you read emails that begin with "My name is..." or "I'd like to introduce myself/my company?" Me neither. Start your email by referencing what you know about the prospect and his or her company. Some Examples include:
- I noticed....
- I read...
- In my research I discovered you are...
- (Mutual connection) shared with me you are..
- I saw your post/article/update...
This opening captures the reader's attention because it is about them! Stroking their ego with a hint of flattery doesn't hurt either
Don't give a really vague value proposition and don't go into "broadcast product/service pitch mode." Avoid jargon and fancy buzzwords like "cutting edge" or "revolutionary." These terms make your prospects even more skeptical of what you have to say or offer. Instead, share a relevant case study or value proposition with them. For more details on this you can download our Value Proposition Playbook. Again, this should only be 1-2 bullet points, keep it real high level as you can discuss the details in the phone call you are going to set up. The value prop should be used simply to gain credibility and pique their interest.
5. Closing Your Email
Don't give a weak close by saying "I'd really appreciate a call back" or "I would really appreciate _ amount of your time." And don't ask for a meeting. This makes you sound desperate and needy as if you need them more then they need you. I understand you "need" or want their business, but do not show this. Instead, close by offering the prospect something of value and make yourself the prize. For Example
- I have some ideas to offer on....
- I have a suggestion on how you can improve.....
- One of my clients achieved (state prospect's goal) and I have some insight to offer
- One of our consultants has solved this problem and I have some insight to offer
I can be reached at......
That is it.
For more tips on crafting emails for your prospects you can check out this other blog post
About Dan Fisher
Dan Fisher is founder and owner of Menemsha Group, a provider of sales enablement solutions dedicated to helping IT staffing firms improve win rates, shorten their sales cycle, and increase revenue per sales rep. Since launching Menemsha Group in 2008, Dan has consulted with over 200 IT staffing firms and has invested over 5000 hours coaching IT staffing sales reps. He’s authored is his own proprietary sales methodology and has previously spoken at Staffing World, TechServe Alliance and Bullhorn Live 2012. Prior to launching Menemsha Group, Dan spent 16 years in the IT industry running local, regional and national sales teams. Dan worked for Kelly Services, Oracle Corporation and Alliance Consulting. Dan currently resides in Boston, Ma.