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Posted By Alistair Houghton, Business Director – Accounting and Finance, Hays Canada on Tuesday, May 9, 2017
There are many ways to sell a product or a service and each day it gets harder to stand out from the competition. However, there are key factors to make your sales a success and one of them is about the people you connect with, and making sure they’re receiving relevant information about your product or service. How can you do this? Well, there are many tools but email is one of the most direct ways to reach those potential clients – and one of the best, if you can get your target’s attention.
Here are some tips on how you can make the best of your sales emails:
Your clients’ inboxes are just as busy as yours, and receiving emails that are not relevant to their needs could put them off receiving future emails from you and your company. If you send to 5000 people and you get a 1% total click through rate (within industry averages) then you’re getting 50 clicks. What about the other 4950 people?
Narrowing my target list means a higher click through rate, and less likelihood that my message gets marked as spam. It also lets me be more targeted in the messaging so the email feels personal instead of vague. If I send to 500 people instead of 5000, and more targeted messaging means I get 65 people clicking through that’s a 13 per cent total click through rate – which is much higher than average and more likely to turn into a lead.
Ask yourself: Who really needs the product or service I’m selling?
Keep the subject line direct
Once you’re sending to the right people, make sure you’re giving them the right information.
“I always make the email subject line relevant to whoever I’m targeting,” says Hays Construction Business Manager Kirk Baker. “It has to be direct and something they want. People will ignore anything vague but they’ll pay attention to something specific and relevant to them. For example, if I’m messaging clients about a candidate I’ll say something like ‘ICI Construction Project Manager P.Eng Available Immediately’ instead of ‘Candidate for you’.”
The subject line is the first clue anyone has about whether they will be interested in the content. Be direct about what they’ll get in the email.
Ask yourself: What problem are you solving for them?
Be brief, friendly and to the point
“Keep the messaging brief – you want to give enough information to get people interested, but not so much that they don’t need to reach out to you,” Kirk says. “I stick to the information that will make a difference to the person reading it – location, responsibilities, salary.”
People want to understand all the most important points at a glance, so being brief is crucial to getting potential clients to take action. However, by leaving a couple questions outstanding you’ll pique their interest without giving them all the information they need. This should motivate them to reach out for more information.
It’s also important to strike the right tone. I try to keep it conversational and accessible. The ideal tone is friendly, but professional. If I have appropriately targeted my list then I can make sure the messaging is relevant and feels personalize. For example, instead of saying “If you’re a manager…”, I can specify: “As a manager, you need…”, which feels more personally relevant.
Ask yourself: What’s the “need to know”?
Encourage them to take action
Now you’ve got their attention, what do you want them to do? Sending an email without a suggested action means that even if you get someone’s interest you aren’t closer to getting their business. I include a few different calls to action, so there are options regardless of the level of engagement of my reader. A “find out more” link is an easy option for someone who isn’t sure they need our services, but including my phone number and email means that someone who wants one-on-one attention can reach out right away. You might also include a paragraph suggesting that if they’re not interested but know someone who would be then they can forward the email on.
Ask yourself: What do you want them to do?
Putting yourself in your clients’ shoes
A good way to put this in practice is imagining yourself as the client and how you would respond to the email. Did it get your attention? Or is another one to be deleted? Get to know your target and focus on their needs. If you use your email effectively, you can boost your sales and be on your clients radar for new opportunities. If not, then you could lose your sale or even credibility on the market.
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