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Cold Email Prospecting Template Mistake to Avoid

“I’m sending out cold-emails and using the NAME DROP template however I’m getting below average response rates. What should I do?”

OK well for those who do not know what the “cold email NAME DROP template” is, it’s when an SDR (Sales Development Rep) identifies a potential suspect and sends them an email something along the lines of:
“Hi (Prospect’s Name):
Would it make sense to schedule a meeting to see if we could help your sales team overcome call reluctance when selling by phone? We’ve recently helped (COMPANY A, B & C) increase their outbound call volume by 35% and there’s a possibility we may be able to do the same for you. You can reach me at 888-264-0562 Ext. 400 or simply reply to this email with a date / time and I’ll take care of the rest.
Sincerely…”
This CAN be an effective cold-call email template as long as you’re NOT making this common mistake…

Cold-Email NAME DROP Prospecting Template Mistake

If you are going to name drop (mention specific clients by name) in order to try and build credibility, make sure that the names you use are inline with the prospects you are reaching out to. Here’s what I mean…
If you are attempting to crack into a small or even mid-size business, and you say something like:
“We recently helped SalesForce, WebEx & Yelp” sure, your prospect may know whom they are – however what good is that if:
A) Your prospect’s business is not inline with those that you just mentioned and / or
B) Your prospect’s business is much smaller than what you mentioned? (Same goes if you are calling on Enterprise Businesses but mention the names of small businesses)
The key to successful name-dropping is to use names that have something in common with the prospect you are reaching out to.
Case in point:
I recently received a LinkedIn InMail from an SDR asking to set up a 15-minute meeting with me and I should do so because his company is already doing business with (and I kid you not, he really did send this) “Sprint, Santander, BMW”.
For one, although I know who Sprint and BMW are, they have nothing remotely related to my business (and therefore why would I waste my time speaking with someone that doesn’t know MY business?!) And two, I have never heard of “Santander”.

The Olive Branch

We all make mistakes in prospecting. The key is to do your best to avoid them when possible and learn from them when they happen. Before picking up the phone or sending an email, make sure you understand the “why and how” first. Trial and error is very costly and your competition is reaping the rewards of your mistakes.
– Michael Pedone
Michael Pedone is a straight commissioned sales person with 20+ years experience selling by phone. He is the CEO/FOUNDER of SalesBuzz.com – an online sales training company that shows inside sales teams how to eliminate call reluctance to close more sales.

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