A woman writing a sales pitch email

How to Write a Sales Pitch Email

The advent of the Internet has dramatically changed how salespeople interact with prospective buyers. Instead of engaging with prospects in face-to-face meetings or over the telephone, salespeople often have to make their sales pitch via an email or text message.

To be successful, you must be able to write a sales pitch that is engaging, compelling, and suitable for your prospect. To help you get started, this article will share some essential tips for creating the perfect sales pitch email.

1. Research the prospect thoroughly

Research graphs and diagrams

Even though you may only be sending a short email, research is still important. Some of the best strategies for learning more about the prospect include:

Demographic research

If you are selling to an individual, discover which demographic group they belong to. This type of research can give you insight into their preferred communication style, income level, purchasing preferences, values, and motivations. Demographic research will help you craft unique selling points that are well-suited for your specific prospect.

Social media research

Social media is a treasure trove of useful information about prospects. You can use it to discover a prospect’s buying patterns, mutual connections, values, culture, goals, motivations, personal interests, and trigger events which indicate that a prospect needs a solution. This information can help you craft an email that speaks to the prospect and their unique goals, fears, and preferences.

Past interactions

If you or your company has communicated with the prospect previously, review those interactions. They might provide some useful insight into the reasons why a prospect did or didn’t commit to a purchase.

Research similar customers

If your company has customers that are in a similar position to a prospect, they may be able to give you useful clues about the prospect’s motivations.  

Industry and business research

When pitching to a business, spend plenty of time researching the business and the industry they are in. There are many factors to consider including:

  • The size of the business
  • The business’ stage of development
  • Business income/cashflow
  • Market role
  • Industry-wide factors

2. Write a great subject line

A fountain pen writing words

Once you have a solid understanding of the prospect, begin writing your email. Your first job will be to create a compelling subject line that prompts the prospect into opening the email.

The best subject lines are ones that appeal to the prospect’s emotions as they are more likely to results in action.

For example, a subject line like “Why you may be missing out on hundreds of sales each year” may trigger a prospect’s fear of missing out (FOMO) and prompt them into opening the email.

Other emotions to target include:

  • Curiosity
    A subject line that is guaranteed to raise questions can be very compelling to a prospect.
  • Hope
    The promise of a better business, love life, or financial situation.
  • Guilt
    Explain that the prospect has a chance to improve someone’s life if they read the email.
  • Excitement
    The email is commemorating a celebration of some kind and the prospect is invited.
  • Vanity and Greed
    Appeal to the prospect’s desire for more wealth and power.
  • Belonging
    Make the prospect feel like they are a part of a community of people.

3. Structure the email correctly

A pile of letters

Although there are many approaches that can be taken when writing the email (more on that below), this tried-and-tested email structure always works well:

A personalised introduction

Begin the email with a friendly introduction that uses the prospect’s name. If you have any mutual relationships, you can mention them as social proof or to gain some authority. Other details like the prospect’s business name and geographical location can also be mentioned to build trust.

Identify a real world problem or opportunity

Discuss the problem or opportunity which is relevant to the prospect. Make sure the prospect understands the negative consequences of inaction and incorporate several emotional triggers to create a sense of urgency.

Outline your solution

Explain how you can help the prospect solve their problem or take advantage of an opportunity with your product or service. You don’t need to go into a lot of detail, simply provide an outline of your solution.

Provide a call to action

Explain the next step for the prospect. Provide your contact details and some additional information about your business (for authority building).

Email strategies

There are several strategies that can be used to make your emails more likely to trigger an emotional response in the reader. Some of the most useful include:

  • Immediately providing value
    One of the best ways to maintain the prospect’s interest in an email is to immediately offer some kind of valuable information at the start if the email. This could be anything from free access to a white paper to useful customer feedback.
  • Offering free help
    Ask the prospect if they would like a free consultation.
  • Complimenting or congratulating the prospect
    People love hearing how great they are! Consider starting your email with some compliments for the prospect or their business. If they recently celebrated an anniversary or sales achievement, congratulate them.
  • Using common relationships and interests
    Emphasise mutual relationships and shared experiences with the prospect in order to gain authority and trust. If your prospect is a business, mention that you know some of their customers/vendors and they suggested the prospect might need your product or service.
  • Talk about the content published by the prospect
    If the prospect recently published a blog post or social media post that you enjoyed, mention that. It is a great way to enter into a discussion and build trust.
  • Send content to the prospect
    If you have written or identified a piece of content which the prospect might find useful, send it to them. This is a great way to utilise the law of reciprocity.

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