How do you make your emails stand out from the rest and actually get a reply from execs? If you also have specific examples to share, would love to see them!
Executives are always on the move, always thinking about the company’s next strategy, and are always– always– being contacted by other seller. The faster you can understand an executive’s needs and propensity to buy, the faster you can personalize your C-Suite engagement and stand out from the crowd.
Here’s a good short template:
"COMPANY is depending on your department to lead STRATEGIC PRIORITY. When the sellers on your team PAIN POINT (instead of BENEFIT), CONSEQUENCE OF PAIN POINT NOT BEING ADDRESSED.
COMPETITOR 1 and COMPETITOR 2 teams know BENEFIT with SOLUTION, and they’re seeing SPECIFIC RESULT.
What is the best way to get on your calendar to discuss how we can support you?"
2 Likes
Not getting a response? Hit them from a different channel. E.g. send them 1 cent through Venmo with the text “Penny for your thoughts” 
I actually love that. How has that worked for you?!
1 Like
I try to make the subject line stand out by making it personalized to the account and/or executives priorities so it is more likely to get opened. If it is a highly personalized email I will refer to it when I leave a voicemail
1 Like
I don’t believe there is a single e-mail that will get an Exec to reply.
That said, elements I would drop, include, and activities/strategies to get in front of your Exec.
elements to drop:
Marketing jargon/marketing e-mails. On average there are 5 execs in the C-Suite to target. If you are focused on 5 accounts, certainly no more that 10, a sales professional can invest the time to research 25-50 CXOs and craft personalized notes.
Activities to do:
EAs have the power. More times than not, your e-mail to an exec is being intercepted by their EA. Find their EA and reach out directly to them. Pro Tip: Building a relationship with the EA will guarantee success getting on the Execs calendar.
RESEARCH RESEARCH RESEARCH…did I say RESEARCH?
elements to include
find a recent article they were showcased, or something where they were recognized (ie an award) and use that in your e-mails. Response rates are very high! I wouldn’t dare say 100%, but it’s better than 50% hit and response rates. I recently reached out to the COO of one of my accounts. I built a personalized note regarding her on the recognition and success she has had…I got a response and scheduled a meeting.
2 Likes
Be adept, agile and pivot to different C suite leaders across the rooms of the house. I had an IT team that wouldn’t engage over the topic of security. I pivoted to the CFO and stated my concerns and said the CFO should have a seat at the table because he controls the purse strings and it’s a business decision not a technical decision, I stirred the pot and got the engagement I needed to move the discussion along.
Another time I hooked a disengaged leader with an apology for the transactional nature of the relationship, and vowed to be more strategic if he would spend 15 minutes with me. 15 minutes turned to 30 minutes to 60 minutes to 2 hours. Relationship repaired, cadence restored, deals in motion.
Always personalize the email, So many forget to do this in the subject line and body of the email. With ChatGPT creating more and more email communications, you need to maintain a personal touch.
Folks also forget about the need to add value with every communication and to create urgency.
Are you just sending data sheet, sales pitch stuff or are you really being empathetic and focusing on the prospect’s desired business outcomes vs showcasing your solution?
3 Likes