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The “Congrats On the New Role” Email That Got a Prospect to Ask for a Meeting

Scenario: When you learn that the prospect is new in their role
Contributor: Caroline Ostrander, Business Development Rep at HubSpot

Caroline saw that a prospect had just started in their role and decided to reach out to immediately build rapport. The result? The prospect ended up asking her for a meeting.

congrats on the new role. re: call follow-up.

Hi [Prospect],

Just left a quick message at the office for you. I chuckled a little bit when I got an automated email this morning from your predecessor, [NAME OF PREDECESSOR] who we worked with briefly, and before him, [OTHER FORMER COWORKER NAME], who we worked with as well.

First and foremost, congrats on coming into this new role! I’m sure you’ve got a lot going on – so this conversation might be timely or not. If you’re stressed, this is my go-to 🙂

My role here is working with businesses (in the area) on how they can effectively and efficiently drive more traffic to their website, increase conversions, and nurture leads into customers.

How has your first month kicked off so far?

– Caroline

What this email does well:
References previous efforts trying to help the company and mentions his co-worker’s names
Leverages a trigger event of her prospect getting a new job
Relates to the prospect by suggesting that taking a new role is stressful
Very lightly introduces her expertise
Does NOT ask for a time on his calendar and instead asks an open-ended question designed to get a response

First Touch Best Practice: Unveil The Wizard

Scenario: You’re trying to identify your prospect’s interest
Contributor: Rachel Miller, Sandler Training

Prospects will often use email to put the salesperson in a subservient position, and at a distance, making it difficult to move them through the sales pipeline. How do we change this dynamic? The answer comes from a classic Hollywood film.

Do you remember the fellow in the movie The Wizard of Oz who hid behind the curtain? That’s right: The Wizard! The curtain protected him and made him seem pretty scary as he pulled levers, making lights flash and thunder roar. People were scared and intimidated. When he finally got out from behind the curtain, though, he became easier to deal with, and more human.

If we’re not careful, email exchanges can create a kind of “Wizard Syndrome”. As long as prospects hide behind a curtain of emails, they seem distant, mysterious, and all-powerful. Once the curtain comes down, though, the conversation becomes a lot more substantive.

Source: https://offers.hubspot.com/25-proven-sales-email-templates

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