You wouldn’t read this, but do you send emails like it?


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It was bad enough when I got the original email below. It’s long, is clearly from a badly-executed mail-merge, and offers very little value to me, the recipient. Then I get it forwarded to me again, by the same guy, still asking for a referral to his “buyer” inside a company I haven’t worked at for eight years.

Unfortunately, this approach (and similar flavors of it) are all too common. You probably get them regularly. But does your company send emails like this too? If so, and you’d also never respond to something like this, what makes you think it’ll be effective with your prospect list?

Your buyers are incredibly busy. They hover over the “delete” button with a vengance. You have to earn their attention (and this email example clearly isn’t doing the job well).

Several smart sales experts – including Jill Konrath, Josiane Feigon and Nancy Nardin – have created a wealth of content and best practices for better approaching, managing and converting today’s crazy-busy buyers. Below are some of their great resources worth checking out.

The Offending Email (with identifiable information edited to protect the guilty)

SUBJECT LINE: FWD: Followup Request for Head of Field or Channel Sales @ COMPANY I WORKED FOR EIGHT YEARS AGO

Hi Matt,

I’m following up on my request for a referral to the Head of Field Sales, Business Development, and Channel Sales at Market Leader, Inc. to discuss email below.

Please kindly advise.

—– Original Message —–
To: Matt Heinz [[email protected]]
Date: Thu, April 12, 2012 2:28 PM
Subject: RE: Referral Request to VP of Field Sales or Channel Sales @ COMPANY I WORKED FOR EIGHT YEARS AGO

Hi Matt,

I’m writing to request a referral to the VP of Field Sales, Business Development and Channel Sales and any other relevant stakeholders at COMPANY to discuss below email.

As you know, the biggest challenge of managing a Direct Sales Force or Channel Partners, Resellers and VARs is consistent and predictable revenue generation. We know that they will fall into the “80-20 rule” (i.e. 80% of revenue is generated by 20% of Players/Partners – best case). We know how to solve the problem–make it easier for them to generate new customers!

Here is how:

1. Provide a steady stream of Sales Ready Opportunities at the right target companies
2. Supply a steady stream of Qualified Executive Appointments – in key accounts
3. Deliver a steady stream of RFI/RFA/RFPs (Request for Information, Appointment and Proposals)
4. Help get referrals and expand network

Sales Executives, VARs, Channel Partners and Resellers do not want to find new opportunities, they want to close deals. We can provide opportunities that they can close. In return, you get predictable and consistent revenue, new customers, more mind and wallet share from you Sales Team and Partners and you will eliminate the 80-20 paradigm.

After 12 years of selling and business development efforts into the Global 5000, MY COMPANY has perfected a revolutionary prospecting system that generates the first and only breed of “Sales-Ready Opportunities” that produces:

a) Opportunities 100% focused on predefined, high-profile, suitable companies
b) Access to the key Decision Makers and Influencers
c) 1000% more volume of sales-ready opportunities is produced than with traditional marketing business development campaigns
d) Absolutely the best price/performance – we GUARANTEE results
e) Increase average win rates and deal sizes by 120-155%;
f) Shrink their sales cycles by 10-45%;
g) Reduce cost of sales with our Cost-Per-Opportunity (CPO) Pricing Model while gaining over 500% ROI.

I welcome the opportunity to discuss how we may help your organization and your partners produce the same results.

I appreciate your referral to the most relevant executives in sales. A reply and cc: with their names would be best.

Kindly Requested,

Republished with author's permission from original post.

Matt Heinz
Prolific author and nationally recognized, award-winning blogger, Matt Heinz is President and Founder of Heinz Marketing with 20 years of marketing, business development and sales experience from a variety of organizations and industries. He is a dynamic speaker, memorable not only for his keen insight and humor, but his actionable and motivating takeaways.Matt’s career focuses on consistently delivering measurable results with greater sales, revenue growth, product success and customer loyalty.


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