Cold calling has moved from showing up in person to calling on the phone or emailing. So how do you wholesale your products as a cold call email to retailers?
This question is probably one of the most asked questions by folks who have started or are wanting to start wholesaling …. and it is a bit of a mystery as there is no one pat answer that will work every time!
Breakthrough Email sent me a link to a free PDF report that had lots of good ideas. Although, they are most talking to salespeople who are selling services, there are several tips that will transfer over to product based businesses:
- Subject Line – “Appropriate person”: Keep “Appropriate person,” it works. Finding the appropriate person is the purpose of your email. It also puzzles the reader and looks like a quick problem to solve.
- First Sentence: The first sentence is your purpose for writing. In your case it is a more detailed version of your subject line: “I am writing in hopes of talking to the appropriate person who handles (role).” Be vague with the role. The reason you want to be vague is because you want them to keep reading.
- Second Sentence: Use their company hierarchy to your advantage. Send the same email to four people. The only words that change in the email are the names. Writing four people and including the names creates confusion for your prospect and their management. You want confusion. Most of the time management will refer the appropriate person.
- Third Sentence: What You Want Them To Do. This is the action you want them to take, if they are the appropriate person. You want them to schedule a time to talk to you.“If it makes sense to talk, how does your calendar look?”
- Your iPhone Pitch –This is what sets you apart. It is the most important part of your email. Tell them what you can do for them. Customize your pitch to the company you are writing. And above all, remember, it isn’t about you — it’s about the reader.
- Why I Won’t Get You Fired or Waste Your Time. The last sentence of the 30 second Elevator Pitch must provide credibility and tangible accomplishments. Make it relevant to the target and include your three most relevant and high profile clients.
- Second To Last Sentence: Final Call to Action. “If it makes sense to talk, what does your calendar look like?” Response rates increase when you repeat the call to action. We include his sentence in the beginning and the end on purpose.
- Last Sentence: “The Dish”. This sentence gives the reader the opportunity to delegate immediately. You providing them an easy out. You are also being consistent with your subject line, Appropriate person. “If not, who is he appropriate person to speak with?”
- Signature — This provides additional credibility to your email. Make it easy for them to reach you. Include Name, Title, Company, Address and Best Number to contact you.
Of course, the above template may need to be tweaked to fit your business and the size of the retailer(s) you are contacting.