By: Stephen Ekstrom | Fire Starter Brands President
Did you ever notice that the busiest of your contacts seems to send the shortest emails? There's a reason for this. Busy people appreciate brevity. Great sales people recognize that a reader's attention will veer off after the second sentence in an email. Our team has taken the Killer B approach.
The Killer B’s: Brief. Blunt. Basic.
It’s a common sense, effective format: be brief, blunt and basic. It seems so simple but so many of us become so excited with the content we're trying to communicate that we forget to practice it. And therein lies a huge mistake. Prospects and buyers are both scanning their inboxes looking for the same things...
Who is emailing me? (Is this spam?)
- What do they want?
- How long will this take?
By answering these questions simply and directly, your emails will attract more attention (open rates) and will generate more response.
Why do the Killer B's Work?
This style of writing produces results because it blends the best cold calling practices with effective and concise copywriting. These tools provide an effective and proven way to get prospects:
- Affirming (“Yes, I need to act on this”) or
- Inquiring (“Can you tell me more about that?”)
By generating an affirmation or inquiry not only will you gain a response, you'll also learn more about the prospect and their trigger points.
Sales people will learn where in the buying process prospects may be at, who will need to be persuaded to secure the sale and when the prospects will be ready for an appointment.
All of this is achievable if your sales efforts remain brief, blunt and basic. Get to the point, avoid turning off a prospect and don't confuse them.
Here's a sample:
The template (check it before you press send)
If you’re not getting response, you’re probably not paying attention to your Killer B's. Use the template as a checklist. Make sure every email you compose passes the 3B’s test before you press send.
TIP: Be careful to not ask for too much, too fast. For example, refrain from:
- flashing your customer list, positioning or qualifying yourself;
- asking for a referral to the best contact;
- using subject lines that can be answered with a yes or no
- writing more than 4-5 sentences in your ‘first touch’ message
- using the word “I” in your first sentence.
- ask for a pain or goal-focused conversation to take place
- spark prospects’ curiosity about your ability to help relieve the pain or reach a goal faster.
Use your email to provoke a, “Can you tell me more?” from a potential buyer. Use the chance to push on a pain—or bring to light an unknown fact the prospect needs to know about (before they can make an informed decision).
Remember: The sales person's goal is to get on the radar of the decision-maker(s) by asking for permission to facilitate a conversation—not discuss need.
Questions about this technique? Interested in learning how you can apply this to your own tour & travel outreach efforts? Contact us for a free consultation.