VA Partners recently started working with a new customer and we were able to book a meeting with the leadership team of one of their top prospects/ target accounts, without talking to them. This happened within the first month of our part-time sales rep engagement. Needless to say that our client was very happy, and so were we.
 
VA Partners works with companies that have B2B solutions. We usually start our engagements with a Sales and Marketing Fast Start Plan. The document serves as our guide for most of our sales and marketing work. One of the most important components is creating the value proposition for the email. VA Partners uses an introductory email before we start with cold calling. This gives us the opportunity to reference the email when we call and it also allows for the target to respond back.
 
If you are looking to book meetings with top prospects, the key to a good email value prop is made up of the following:
 

Research the Account

Understand the target account and contact and use news and information that affect them or the industry. Reference the news items and use terminology that they use in the subject line and through the email.
 

Simply Describe Your Offering

You should be able to simply say what your offering is in one or two simple sentences.
 

Quantify Your Benefits

One of the most powerful things that can help with sales is quantifiable benefits. It helps prospects understand the impact the solution can have for their organization. The best benefits are usually around increasing revenue, decreasing costs/expenses, improving productivity, or avoiding something bad like a legal judgement or bad PR.
 

Next Step

The next step from a prospecting email should be a meeting , demo, or qualifying call. The next step moves closer to the sale.
 
If you follow these steps you should have better prospecting emails.
 
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