Writing good emails is important in gross sales, and each salesperson has their very own electronic mail tactic. However you solely get one shot at getting your gross sales emails opened, so it’s essential to do it proper.

On this episode of the Gross sales Hacker podcast, our host Colin Campbell welcomes Will Allred, the co-founder and COO of Lavender. They speak concerning the potential utility of ChatGPT in gross sales, why frameworks are higher than templates, and the right way to personalize your electronic mail sequence.

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💡 Identify: Will Allred

💡 What he does: He’s the co-founder and COO of Lavender.

💡 Firm: Lavender

💡 Noteworthy: Will is among the founders of Lavender, an AI-powered electronic mail coach serving to gross sales groups write emails that patrons need to learn. Guided by the information from thousands and thousands of emails operating via Lavender’s 20k+ lively inboxes and having sat down with 1000’s of gross sales reps for 1:1 teaching, Will is fast to share why your electronic mail efforts fall flat and the right way to repair them. He was named a Prime Voice in Gross sales by LinkedIn in 2021.

💡 The place to search out Will: LinkedIn

Key Insights

⚡ Is ChatGPT a pal or a foe?

ChatGPT is on everybody’s lips proper now. However how do you employ it to your benefit? In line with Will, it’s all about the way you apply it. He additionally talks concerning the challenges that ChatGPT brings to the desk. He explains, “The character of a giant language mannequin is successfully so as to add extra data, and we all know that’s not good for getting a response. So there’s a variety of these fascinating challenges that I feel we’re going to see pop up in gross sales as these items develop into extra pervasive, which is like, is it really serving to prevent time? Is it serving to you create and craft one thing that’s of worth to the particular person on the opposite finish? If you consider what ChatGPT is, it’s the common of everybody who writes on the web.”

⚡ At all times begin your gross sales emails with context.

The times of beginning your gross sales emails with “Hope you’re doing nicely” are lengthy gone. Now, it’s all about context. Will explains, “Each nice electronic mail begins with context and a cause for why you’re reaching out. That drives the whole lot else. Even when it’s an extended electronic mail versus a brief electronic mail, it doesn’t actually matter within the situation. You’re beginning with this context, even when it’s mid-funnel, like, ‘Hey, had a extremely good name. We talked concerning the following factor…’ Context. Then the following factor that you simply’d need to say is, ‘Right here’s precisely what we predict is the good subsequent step.’”

⚡ Use frameworks and never templates.

E mail templates usually are not useful, regardless of what many individuals assume. They really don’t educate you in the long term. As a substitute, you have to use frameworks. Will explains, “After I publish a framework, I’ll often accompany it with a type of a templated model of the way it might come to life. I take advantage of it as a instructing instance, not as, ‘Right here’s the ultimate draft that you must go and replica and paste.’ The issue is it’s important to get folks away from templates. I despise templates, and the explanation I despise templates is {that a} template is the simple button. You’re not really instructing the particular person on the opposite finish something aside from, ‘Okay, I can regurgitate this.’ In the meantime, a framework, in case you line it out, it’s like, ‘Right here’s what you’re making an attempt to perform right here. Right here’s what you’re making an attempt to perform after that.’”

Episode Highlights

Your utility of ChatGPT is what’s going to make you stand out out of your rivals

“To me, fascinated about this, the factor that issues shouldn’t be ChatGPT. It’ll be very accessible; so that you’re saying 50%, it’ll go up. It’ll contact each rep’s every day life. The bottom line is the applying layer that you simply interface with ChatGPT and all these items on prime. So once we take into consideration what we’ve constructed, our focus was on constructing a content material intelligence instrument that helps you be extra productive. And so, what makes Lavender particular shouldn’t be how we use ChatGPT. What makes Lavender particular is that we dig in and do the deep dive evaluation of what’s driving your messaging to work, and the explanation it’s helpful is as a result of we take that and we apply it again into your writing.”

Personalize your electronic mail sequence

“When you’re reaching out to me about your technical product, don’t speak to me like I’m a CTO. Speak to me concerning the issues that I care about. And so it’s like, ‘Hey, we’ve got this API integrator. I see you’re having a ton of success with outreach prospects, and also you’re not built-in with HubSpot but. Our product can assist you combine quicker.’ I’m not fascinated about integrating quicker. What I’m fascinated about is the addressable market which you could open me as much as and inform me about how I can promote to extra HubSpot prospects. That’s like a far more fascinating message to somebody in my place.”

The interpretation downside with chilly emails

“Individuals are very obsessive about speaking about themselves in a chilly electronic mail. And the issue is you’re assembly anyone in a spot the place they aren’t within the mindset to soak up that data. You’re introducing what I name the interpretation downside, and it’s the identical cause we don’t settle for resumes at Lavender. You’re asking me to take a set of details about you or what you do, or both what you do inside a job side or what you do from an organization perspective, and translate it again to my issues.”