How I write a powerful sales introduction email that gives me results

It takes work to write a sales introduction email that people will respond to. But all that work pays off instantly, when you get your first positive answer — „Hey, awesome e mail. Let’s jump on Skype and talk more!”.

A sales introduction email is meant to (quite obviously) introduce you and your offer to a potential client.

You get attention (and replies) by offering specific and clear benefits. From the subject line to the footer, your cold email should scream „I’m here to make your life easier!”.

It’s not easy to achieve, that’s why I’m going to show you how to write a powerful sales introduction email.

Sales introduction email rule #1 — Be appropriate

Your target group sets the tone your email should be in. But it doesn’t necessarily determine the structure, because there’s a simple structure that works for most emails (read on to discover it).

So if you want to define the appropriate tone, research your target group — especially (1.) what language they use and (2.) what problems they talk about:

  • on social media
  • on industry/specialist forums
  • at conferences and events
  • in podcasts / videos

Email personalisation is one of the keys to better persuasion (and better response rates).

People like you more when you speak their language and know a thing or two about them, their company and their market.

The sales introduction email mission plan

Your goal is to write sales emails and get positive responses.

Achieving that goal doesn’t require a lot of work — it requires a bit of cunning though. For instance — you shouldn’t write about all fantastic features in the first email you send to someone.

Instead focus on one feature that is most beneficial. This way you grab the attention the fastest — and also encourage people to respond.

Do not package all information into one introduction email. Information can also be added in follow up emails, and trust me — if you want to see any responses, you’re going to need to follow up.

Simple structure that works for most sales emails

What’s the real reason for your email?

You don’t have to introduce yourself at the beginning. It’s a waste of valuable space, only to repeat information from your footer.

Okay, time to blow your mind — even though it’s a sales email, you can’t openly ask about buying, or say anything about cash.

Powerful cold email helped Ilya Semin (CEO of Datanyze) get funded by Google and Mark Cuban and his conclusion was:

”People are generally always willing to help, especially when you’re not asking for money”.

You sent an email because you want to connect. Because you believe this could start mutually beneficial business. THEY have a great company, you’d like to talk on Skype about THEIR PROBLEM because you have a solution.

This is the part where you offer benefits. Again, not by listing all features or advantages over competition.

Pick one thing (main benefit) that will be most interesting to the person you’re writing to.

For example:

  • I’m writing because I noticed your team develops great apps. I know that shortage of devs is a common problem for software development companies. @{{our_company}}, skilled coding virtuosos can help pull your projects through to the finish.
  • I’m going to be direct: {{our_company}} generates leads for companies, and I think that {{company}} doesn’t have enough of them.
  • Why am I in your inbox? I combed through your website and thought you’re awesome at what you do, but you could use better content to drive more traffic. Here’s where you could use {{my_company}}.

Valuable reason for connecting. Without it there’s nothing in it for the recipient. Why would they read and respond to an email that’s all about you?

How should your sales introduction email end?

Finish with a strong call to action. One that shows that you’re interested in the other person and their company. One that is clear enough to direct them toward the next step you need them to take, in order to get them to buy from you.

For example:

  • Do you have 15 minutes this week to discuss your needs on Skype?
  • I’m in town, could we meet for lunch tommorow to talk about your company’s needs?
  • I’d love a 15 minute call with you to talk more about your marketing department’s needs.

Direct people clearly (specific time, place, contact method, etc.) and they’re more likely to understand what you want.

Wrapping up

You need a few things for a good email:

  • simple greeting („Hi John”)
  • reason for your e-mail („I noticed this is your pain, I want to check if I could help”)
  • call-to-action („The next step towards my offer is this and this”)

You can (and should) test emails with this framework. Try different greetings, reasons, calls to action.

When I open an email to realise it’s a page-long essay about an offer, I just delete. I don’t have 15 minutes to analyse an essay, neither do your potential clients.

And a really powerful introduction email can help you connect with anyone. Like Andrew Medal who connected with his favorite rapper thanks to a savvy email.

If you enjoyed reading, it would mean a lot to me if you’d hit that green heart below!

I’m a Founder & CEO of a Polish B2B sales startup RightHello. We help businesses to boost and scale up their B2B sales by delivering contacts to decision makers of companies they want to reach, then outreach each of them with custom pitch via email and social media.