The Exact Email I Used to Break Through the Noise and Score a 40-Minute Phone Call with Robert Terson – by David Lawrence

Robert Terson gets a LOT of emails.

As an author, coach and one of the top sales influencers out there, everyone wants a piece of his time…and blog.

But if you’re a regular here on Selling Fearlessly, you know Robert’s been around the block a few times. You also know he has ZERO tolerance for shortcuts. Robert and his team make no apologies for their hardline policy of deleting unsolicited requests “faster than a blinding sneeze”.

So you can imagine my shock when I received the following email from Robert himself:

Dave,

I get about five requests like yours every week, which I immediately delete. Once in a while one is good enough to get a note back informing the writer of my policy: I only post articles from people I’ve personally invited to guest-post on my site, people I have a personal relationship with, people who are my friends. If you click on the See All of Our Contributors link at my site, you’ll see the 90-or-so individuals listed. If you want to know how strongly I feel about it, read the article I’m including at the bottom of this email.

Your email, however, is easily the best cold solicitation I’ve ever received, Dave. So good, in fact, that I’m willing to have a conversation with you, get to know you, which may lead to you making a sale. 🙂 Mornings, Central time on Tuesday, Wednesday, or Thursday are best for me. Email me a few time choices and I’ll get back to you.

Bob

The email that got me here

Yes, you read that right. Robert has a personal relationship with each and every one of the 90 contributors to his blog.

He didn’t know me from Adam.

If my email had been anything less than stellar, there is no way you’d be reading these words right now.

So without further ado, here’s the email that won me this spot on Bob’s blog, plus a 40-minute call with the man himself. We’re going to break it down piece-by-piece to show you why these 201 words were so effective in scoring the call.

Subject: Selling Fearlessly…rest those weary hands

Hey Robert,

My name’s Dave and I love writing about sales.

I’m the head of marketing at GrowthHouse, where we write about sales in real estate. I’d love to contribute a post to Selling Fearlessly.

Yes, my motivation is to help market our blog, but I’m also pretty nifty with a keyboard and have the confidence that anything I sent you for review would be very nice and give genuine insight & value for your readers.

If you’re happy to give me a chance, I’d love to send you an article draft for review. Here’s a few sales topics I had in mind…​

Swipe This Simple Follow Up Sales Strategy to 10X Your Referrals

Why Every Long Sales Cycle Needs a Lead Nurturing Strategy

How to Build a Healthy Sales Pipeline That Drives Predictable Growth

And here’s the kind of end product you can expect…​

https://www.followupboss.com/blog/0-90-million-4-years-justin-seeby/

https://www.followupboss.com/blog/free-lead-generation-ideas-real-estate/

https://www.followupboss.com/blog/use-real-estate-virtual-assistant-grow-business/

Would love to hear from you either way! It’s always great to make a connection in the sales space, and I’ll be bookmarking Selling Fearlessly regardless.

Have a great day,

Dave Lawrence

Here’s why it worked

#1 – A simple, personal subject line

Legendary ad man, David Ogilvy once said, “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

And in the noisy world of inboxes, you better believe your subject line is worth at least 80 cents. So why do so many salespeople still use the kind of vague or try-hard subject lines spam folders love to swallow up?

The thing about great subject lines is that they are both short AND specific. For many senders, that’s a line that’s just too hard to walk.

Let’s take another look at that winning subject line again:

Selling Fearlessly…rest those weary hands

The beauty is in the simplicity. Short and specific may seem mutually exclusive, but don’t overthink it. Most of the time all it takes is one extra minute to personalize the subject line with your prospect’s name or company and add a couple of words hinting at what’s in it for them.

In this case, I knew that anyone who writes as much as Robert would have at least some writer’s fatigue (if not a full-blown case of carpal tunnel). I hinted at a solution in a way that’s fun and easy, and shows that I’m a solid writer.

A BRIEF ASIDE FROM ROBERT TERSON: DAVID MAKES A GOOD POINT ABOVE, BUT IN MY CASE, THE SUBJECT LINE HAD NO EFFECT AT ALL; IT WAS THE BODY OF HIS EMAIL THAT WOWED ME. 🙂 

#2 – Brief and honest intro

If your subject line is 80 cents of your dollar, don’t let that investment go down the drain by getting lazy with your intro.

Getting your recipient to open your email is a big win, but it’s not the end game. Think of your intro as your digital handshake. Are you going for firm and confident or dead fish?

Here’s how I kept my intro quick and authentic to hold Bob’s attention.

I’m the head of marketing at GrowthHouse, where we write about sales in real estate. I’d love to contribute a post to Selling Fearlessly.

Yes, my motivation is to help market our blog, but I’m also pretty nifty with a keyboard and have the confidence that anything I sent you for review would be very nice and give genuine insight & value for your readers.

In two quick sentences I say exactly who I am and what I want — no fluffy attempts at masking the ask.

I follow that up by immediately acknowledging Robert’s motivation (to deliver value to his readers) while owning up to my own and answering his two biggest objections right off the bat, namely:

  1. That I’m only interested in helping myself.
  2. That whatever I send him will be crap.

If your prospect is the real deal, you’ve got to treat them that way. (And if they’re not, why are you emailing them in the first place?)

You must go the extra mile to deliver value at every step of the sales process, email is no exception.

At the end of the day, the strength of your sales process always comes down to the level of commitment you have in your product or offering. That’s what gives you the kind of magnetic confidence that Bob has talked about many times before. It’s especially important when it comes to cold emailing because, as with any kind of writing, you can’t hide your insecurities. Fear always finds its way onto the page.

But if you know you’ve got the stuff, make it an easy “Yes” for your prospect by cutting straight to the point and immediately removing any barriers between them and the reply button.

#3 – Credible close

The rest of the email is where you walk your talk. And we’ll be honest, this takes more elbow grease than about 90% of salespeople are willing to put in.

You need to give some real thought to what kind of value your email can offer. Is there a tip, strategy or killer piece of content you can share with your lead? What information do you have that could give your prospect immediate value and help you win their trust?

Here’s how I made my offer helpful and relevant:

If you’re happy to give me a chance, I’d love to send you an article draft for review. Here’s a few sales topics I had in mind…​

Swipe This Simple Follow Up Sales Strategy to 10X Your Referrals

Why Every Long Sales Cycle Needs a Lead Nurturing Strategy

How to Build a Healthy Sales Pipeline That Drives Predictable Growth

And here’s the kind of end product you can expect…​

https://www.followupboss.com/blog/0-90-million-4-years-justin-seeby/

https://www.followupboss.com/blog/free-lead-generation-ideas-real-estate/

https://www.followupboss.com/blog/use-real-estate-virtual-assistant-grow-business/

Would love to hear from you either way! It’s always great to make a connection in the sales space, and I’ll be bookmarking Selling Fearlessly regardless.

Have a great day,

Dave Lawrence

Before hitting send, I took the time to offer three topics for Bob’s blog and provide three samples to show tangible proof that I can deliver the goods. My email made no assumptions about whether or not he’d give me a shot.

I simply offered up my best and wished him a great day, regardless of the outcome.

And when it comes down to it, isn’t that what great sales is really all about?

 

Dave Lawrence is the Head of Growth at Follow Up Boss, a CRM for real estate teams. In his role he spends his time ‘under the hood’ of many of the top performing real estate sales teams in North America, helping them leverage technology and process to become more effective at delivering value and service to their clients.

 

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