A Brilliant Sales Email [Share this with your team]


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The other day I received a prospecting email that really impressed me.

The seller, Josh Mellott from Manticore Technology, was putting me through a well-executed prospecting process – combining voice and email touches.

I, like most prospects, was ignoring him. Until he sent me this note: 

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I appreciated his diligence and wanted to let him know I wasn’t a prospect for him. I responded:

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It was what Josh did next that really impressed me

Before I share his response, I have a question for you. Faced with this email, how would your reps have responded?

In my experience, responses fall into one of three categories:

  • The D.B. Cooper – gone without a trace
    Reps will disengage, mark for nurture and are never heard from again.
    Sales Effectiveness: 0/3
    Buyer Annoyance: 0/3
    Net return: 0
  • The Bulldozer – entirely ignore the objection
    So happy to have an actual email reply, the rep will rush to close on a meeting. Any trace of the objection will be buried under client quotes, benefit statements, ROI metrics and anything else that happens to be at hand.
    Sales Effectiveness: 1/3
    Buyer Annoyance: 2/3
    Net return: -1
  • The Reframer – the fine art of objection response Jujitsu
    Rather than ignoring the objection, or burying it under a mountain of other data, the reframe is about acknowledging, redirecting & teaching the prospect to see something in a new light.
    Sales Effectiveness: 2/3
    Buyer Annoyance: 1/3
    Net return: 1

I hope I haven’t tipped my hand too much as to which category I prefer.

And now, Josh’s response

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That’s it.

In fewer than 40 words, Josh acknowledged my objection, redirected my line of thinking and showed me a perspective I’d hadn’t even considered.

This is what a Reframer does. And this is powerful selling.

Republished with author's permission from original post.

Matt Bertuzzi
Matt draws upon his experience in technology product management and direct sales to help Bridge Group clients better define their customer profiles and gain actionable feedback from their target market.


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