‘Sales’ is an art, but there are strategies that can be applied to channel that art. For some, the idea of cold calling, negotiating and so on, feels extrovertly pushy, or like a loss of integrity. But, ultimately, businesses need to make sales to make money. So, build a sales process that’s aligned with your strengths, weaknesses and values – but remember, a sales process can be different for everyone. Adapt it to your needs.

The trick is ensuring your sales strategy helps nurture your leads, so your sales team don’t spend ages sending impersonal pitches and speaking to the wrong people. Marketing, synced with sales training seminars, is the obvious solution here to help build relationships and generate interest. However, every sales conversation can play the same role.

Try this simple 5-step process to standardise your approach and help close more deals.

Step 1 – Ask questions:
The first step is by far the most important one. Before trying to actually ‘sell’ anything, you need to ask the right questions and listen. If you are talking a lot, you aren’t asking the right questions. Find out about your prospect’s needs, personal goals, challenges, what success looks like for them, competitors, passions, internal relationships and more. The more you find out, the better relationship you’ll be able to build. Be empathetic when listening – make sure the prospect knows you’ve understood their challenges. If you find out you are speaking with the wrong person, that is still valuable information. Find out the right person to speak with. This stage is critical to how you will later position your solution.

Tip: Adopt a BANT (Budget, Authority, Need, Time) approach to find out the right information before moving on to the next stage.

Step 2 – Confirmation:
Once you’ve asked the right questions and gathered the information you need, make confirmation statements to ensure you are on the same page and let the prospect know you were paying attention. An example of that would be, ‘To recap, you want to…’, or, ‘By what you’ve said, the biggest challenge you are facing is…’. Make sure the prospect understands that you understand them.

Tip: Confirm once more you are talking to the key decision-maker. You don’t want to waste time trying to sell to someone who has no buying power. If the person is not the key decision-maker, they still might be an influencer so still focus on building a relationship.

Step 3 – Outline the vision:
Next, outline what it would look like if you work together. Paint the picture. You know what they want to hear as they’ve already told you what success looks like and what their biggest challenges are. Bring their goals and dreams to life. Emotion drives purchasing, so really connect with their specific goals and focus on the ‘why’. Deliver this with passion and conviction to create trust. Treat it almost like telling a story.

Tip: Don’t sell products or services, sell a vision.

Step 4 – Provide the solution:
Once you’ve got them eating out of your hand with emotive messaging, it’s time to move on to the more rational activities, such as what exactly you are selling and how they can implement it or benefit from it. This is where your product/service pitch comes in. Deliver a compelling and clear solution to the prospect’s challenges, how much it will cost, and 3rd party validation, such as testimonials, clients or case studies, and how long it takes to get started. You also need to be prepared for objections here. Tell stories to overcome them. For instance, ‘I understand, we worked with a similar customer called X who had the same issue, but when we did X they actually really benefitted from it’. Most importantly, avoid all the sales jargon and don’t be pushy.

Tip: Bring your pitch to life with a presentation, but don’t end on the price page. End back with the vision. Remember, sell the vision.

Step 5 – Close:
The final stage is closing. You’ve already painted the picture and described how you can provide the solution, now you need to find out if they are interested. Ask if they have any remaining questions or if they would be open to exploring this further. Some sales enablement tactics here include generating urgency or pressure to close the deal, but that can lead to the prospect feeling more uncomfortable. If you’ve done the previous steps well, most prospects will say they want your help.

Nobody likes spam emails. Your prospects don’t. You don’t. And your customers don’t. Therefore, you don’t want to send spam emails. However, emails remain one of the most powerful sales tools available.

Some sales operations people today are reluctant to embrace cold emails, and outlaw-like salespeople who spam prospects give the profession a bad name. But it shouldn’t be that way. There is an art to sending cold emails and there is a big difference between spam and a carefully crafted email. But how do you prevent emails from being classed as spam and what constitutes spam?

The cold emailing grey area
First up, it’s not illegal to send business to business cold emails. GDPR champions will warn against it, but legitimate interest enables businesses to continue to communicate with people they’ve never spoken to as long as the person is relevant to your business and it’s not their personal email address. Relevance is the grey area where – you need to prove that your product or service is a suitable thing for them. Good targeting solves that challenge.

Before you begin cold emailing anybody, make sure your sales enablement team knows the legal requirements – define what legitimate interest is to your business and ensure your sales team knows about spam rules to avoid getting hit with fines.

How to prevent being classed as ‘spam’
As long as you comply with the spam rules, you can use email for cold sales outreach. Here’s what you need to know in order for your emails to avoid being classed as spam:

1. Avoid deceptive subject lines and don’t use capitals

Subject lines need to catch attention, but they also need to reflect the content of the email. Don’t opt for clickbait that has no relevance to the body of the email. You might get more clicks but you’ll get worse engagement and it’s deceptive. Additionally, don’t use capitals that create false urgency in your subject lines. For example, URGENT or CLAIM NOW. Spam filters pick up on these subject lines.

2. Provide the required opt-out link

You want to make sure that if someone doesn’t want to receive any more emails from you then they can easily opt-out. This is a legal obligation. If someone does unsubscribe, then make sure they never get emailed again! You could also have an email preferences page so your prospects can choose what kind of emails they receive from you.

3. Stick to opt-out requests

As mentioned above, if someone does opt-out and unsubscribe, make sure they are removed from your list. If you are using a CRM system, you can do this automatically.

4. Be open and transparent about who you are

Don’t be tempted to change the information in your ‘from’ or ‘reply to’ fields. Make sure they are accurate, from a real person, and not misleading. Additionally, include your business information in your signature so there is proof you are a legitimate business with a physical address and website.

The main difference between spam and cold emails
A good cold email should be personalized and relevant. Perfecting the art of cold emails takes trial and error, but typically provides clear value, uses friendly language, and demonstrates an understanding of the prospects’ business needs.

On the other hand, email spam is generic, impersonal, and often automated. It appears to spam filters assent from a non-human. It’s also often sent on mass to contacts who haven’t been researched properly beforehand. It also often includes clickbaity subject lines.

Perfecting cold emails is a valuable weapon for any sales qualifications person. Just make sure you follow this guide to ensure you are sending complicit emails and avoiding ending up in spam folders or, worse, facing legal complaints.

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