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Mike Lieberman, CEO and Chief Revenue ScientistMon, Jun 20, 2016 5 min read

Don't Want to Lose Prospects? Stop Sending Sales Emails like These

{}You send sales emails as a way to connect with your prospects, develop your relationship with them, and move them down the sales funnel. It’s one of the most important tools you have in your arsenal. So naturally, the last thing you want is to end up losing prospects because of your sales emails. That’s pretty counterproductive, wouldn’t you say?

With professionals getting approximately 122 business-related emails every single day, it’s pretty easy to lose a buyer’s attention. It’s just as easy to turn him off and lose him as a prospect altogether, too. It doesn’t take much. So don’t waste your opportunity by sending bad sales emails. Avoid making email mistakes, like the ones below.

Making Them All about You

Have you even written a sales email stating that “you” just wanted to drop a line? That “you” just wanted to connect? That “you” would love to hear back from the prospect? That “you” wanted to get some dialogue going?

If so, you’re in trouble. Do you see the common denominator here? The word “you.” All of these phrases are all about you and what you want. But guess what? The prospect isn’t interested in your wants or needs. He’s busy and his life is hectic. If you actually want him to read through your entire email and respond, then you have to make it worth his while. You have to make the email all about his wants and needs. You have to tell the prospect what he’ll get out of speaking to you.

Incorrect Personal Information

Want to know one of the quickest ways to get your email deleted? Make a mistake about the prospect’s personal information. It might seem like an innocent error on your end—you call the person Christine instead of Christopher. You get the company’s name wrong. You get the title wrong. But this is a fatal error to make. It shows a complete lack of respect for the prospect’s time. It shows that you didn’t bother to research before emailing and that you didn’t care enough to fact check before pressing send.

It really doesn’t matter how great your content is, how relevant it is, or how hard you worked on it at this point. If you get personal information wrong, you can say good bye to that prospect forever. You’ve lost the prospect’s interest right from the get-go—especially if you got it incorrect in the subject line.

Keep in mind that your prospects are busy and receive tons of sales emails every day. So when they’re going through their inboxes, they’re in a disqualifying mood. Any little error or oversight will be enough to get them to send your email to trash.

Being Misleading

In today’s sales process, you absolutely need to establish trust in order to close deals. Without trust, you have nothing. So sales emails that are misleading or dishonest in any way will immediately crush your chances with your recipients. It might seem tempting to write a misleading subject line, for example to write “RE:” to make it seem like you have already had a lengthy conversation with the prospect, so that the prospect opens up your email. But the second he realizes he’s been tricked, all of your credibility and any trust you might have gained will go right out the window. The same goes with misleading links.

Bottom Line?

So how can you avoid losing prospects because of your sales emails? Keep typos, disrespect, and dishonesty in mind while you write them. Quantity isn’t better than quality in the case of sales emails. Sending out tons of emails to many different recipients, all with typos and incorrect information, isn’t going to get you anywhere. But spending the required amount of time to ensure that your facts are correct, that your spelling and grammar are flawless, that the content is buyer-focused, and that none of your content is even a little bit dishonest or misleading will go a long way.


Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.