The Sales Evangelist (Email)


Being Authentic
Business Growth
Customized Solutions
Bryan Hendrick
Account Executive
Company Culture
Give Value
Seek to Understand
Brian Margolis
Cold Calling
Barbara Giamanco
Account Management
Content Marketing
Jay Gibb
Business Development
Jimmy Burgess
Education Based Marketing
Dennis Brown
Clarence Butts
Dale Dupree
Michael Sardina
Jack Kosakowski
Social Selling
John Antonacci
Bob Burg
John Barrows
Audience Engagement
Ericka Eller
Jim Jacobus
Building Rapport
Douglas Vigliotti
Jared Easley
Commission Sales
Chris Dayley
Building Value
Building Trust
Sales Team
Ask for the sale
Sales Training
Relationship Selling
Ideal Customer
Prospecting System
Sales Plan
Lead Generation
Asking Thought Provoking Questions
Client Management
sales Management
Asking for Referrals
Sales Strategies
Sales Habits
Sales Culture
Door to Door Sales
Sales Coaching
Group Coaching
Selling Success
Sales Enterprise
Sales Process
Sales Leader
Following Up
Digital Marketing
Sales Opportunities
Sales Mindset
Email Marketing
Online Marketing
Start with Why
Fear of Rejection
Marketing and Sales
Business Conversation
Value Conversation
Customer Experience
Customer Service
Sales Compensation Plan
Unique Way To Sell
Sales Conversations
Discovery Meeting
Sales and Marketing
Sales Tools
Buyer Persona
Joe Carlen
GAP Method
Pre Call Planning
Warm Leads
New Hire
Time Management
Reading Prospects
Numbers Game
Goals Setting
Q and A
Customer Evangelist
Medical Sales
Speaking With Executives
Meeting With Executives
Scaling your sales team
Sales Growth
High Ticket Selling
Bad Customers
Creative Prospecting
Top Performer
Phone Prospecting
Affliate Marketing
Sales Develop Representative
Theater and Sales
Additive Behaviors
Email Selling
Hard Work and Determination
Hard Work
Common Sales Challenges
First Impression
Meeting with Customers
Administrative Tasks
Sales Enablement
Promotional Materials
Story Selling
Top Performance
Current Customers
Value Driven Conversation
Field Sales Rep
Local Advertising
Increase Revenue
Upfront Agreement
Lead Magnet
Direct Response Marketing
Sales Vs. Marketing
Phone Sales
New Sales Professional
Cross Selling
Sales Travel
Team Motivation
Sell Yourself
Values Based Marketing
Promotional Product
Sales Metric
Sales 2.0
Sales processes
Value Pricing
Network Marketing
Sales Commitment
Building Quick Relationships
Consultative Selling
Everyday Sales
Selling Intangibles
Work-life balance
Inside sales
Mental tougness
Fear of being salesy
Free Trial
Web Leads
Sales Leadership
Sales Job Interview
Live Events
Decision Makers
Sales jobs
Public Relations
Website Sales
Webinar Sales
Sales Experience
Sales Proposals
New Sellers
Daily Planning
Rapid Growth
Lead with Value
Finding Your Voice
New Sales Training
Sales From The Street
The Sales Whisperer
Sales Funnels
Sales Prospecting
 Guy Kawasaki
Taking action
Positive Thinking
Increasing Sales
Winning Vendor
Being Selfless
Positive Attitude
Selling to women
Sales Stigma
Sales Slump
Job Interview
Sales Vision
Close Rate
Deeper Discussion
Linked Seller
High Performance Habits
DISCOVER Questions™
Rory Vaden
Donald Kelly
Curtis McHale
Anthony Tran
Case Study
Advanced Sellers
Contract Hell
Bob Rickert
Reluctant Buyers
Inbound Marketing
Google Alerts
Game Changer
Calendar Invite
Eveline Pierre
Josh turner
Joanne Black
Matt Hallisy
Mace Horoff
Amy Porterfield
Chris Rollins
Deb Calvert
Closed File
Dino Dogan
Katherine Kotaw
Bryan Daley
Dave Delany
Linda Yates
Jim Cathcart
Happy Someone
Chirag Gupta
Jeffrey Gitomer
Cold Outreach
Sales Pitch
Carissa Hill
Account-Based Marketing
Alice Heiman
Imposter syndrome
Buyer's Journey
Drip campaign
Don Barden
Barth Getto
Joe Pardo
Preconceived Notions
Sales Process, Sales Podcast
Selling Your Company
Gen Z
Mastermind, Group Learning
Partnering, New Leads
Hiring, New Hire
Instagram, New Leads
Emotional Intelligence
Client Success
Client Onboarding
Small Businesses
Asking Questions
Decision Maker
Poor Sales
Account Mapping
Remote Worker
Discovery Questions
Solving problems
Staying Top of Mind
Omnichannel outreach
Building Relationship
Video Conference
Traveling Seller
Cause Marketing
Overcoming obstacles
personal branding
Sales Leaders
Course correction
Sales Meetings
Problem Solving
Sales Success
Inbound Leads
Business Proposals
Selling to Friends
Product Demo
Transformational Selling
Podcast changes
Sales Strategy
Contact Marketing
New Products
Social Dynamic Selling
Accidental Seller
Accidental Sellers
Repeat Business
Accidental Series
Closing deals
Increasing Sales, Technology
Sales, Effective Sales
Cold Emails
Closing revenue
LinkedIn sales
The Accidental Seller Series
Sales Hiring
Accidental Seller Series
Hiring, Successful hiring
Sales Contracts
Best Sellers In History Series 1
Best sellers in History
Sales Planning
Sales Events
sales 2020
Best Sellers in History Series
Best Seller in History Series
DISC Assessment Profile
Best Seller in History
Psychology of Sales, Sales Mindset
Sales Effectiveness
women in sales, best sellers in history
Sales Script, Target Customer, Niche
Best seller in history, Salesman
Sales Story
Sales Women, Sales Force
Reginald F Lewis
Sales Wealth, Sales Prosperity
Personal Brand, Stephen Hart
Donald Kelly, The Sales Evangelist
SaaS, Software Sales
Leads, Qualifying Leads
ROI, Leads, Inbound Leads, External and Internal Triggers
Women in Sales, Sales Success Story
Stuck sellers
Sales Value
Building trust, Entrepreneurs
Sales Automation
Government, Sales
Sales Videos, Closing Deals
Sales Process, Sales Planning
Sales restructuring, Sales Messaging
Sales Performance
Sales Performance, Sales Process
Sales Promotion
Sales, Rapport
SDR, Sales Job
Sales Rewards, Sales Incentives
Healing, Grief
Sales Profile, Ideal Sales Profile
Sales Manager, Training, Coaching
Sales approach
Sales Experience, PreSales
Sales Fears
Sales Talk
CRM, Leads, Crmble
Sales Skills
Sales, Career, Leadership
Sales Career, Sales Path
Sales success, mental toughness, sales story
TSE, Sales Podcast, Sales Principles
Sales Coaching, Improving Skills
Sales Journey, Reselling, Sales Culture
Sales Process, Networking
sales prospect, sales opportunity
Sales habits, Sales professionals
BDR, SDR, Personalization
cold-calling, prospecting
Sales Language, Authentic Identity
Demonstration, Negotiations
Lost customers, Perseverance
Social Selling, Omnichannel, Sales Leads
Prospecting, Limiting Beliefs, Fear
Cold Outreach, Sales Mindset
Linkedin, Cold Calling, Automation
LinkedIn, LinkedIn Voice Messaging, Donald Kelly
Testimonials, Referrals
Cold prospects, Reaching out
Prospecting, Mindset, Sales Goals
Lead Generation, Video, Sales Video
Successful Salesman, Great Salesman
Successful Sales, Sales Training
Sales Prospecting, Video Sales
Power Dilaer, Sales Automation
Sales Prospecting, Sales Principles
Sales productivity, Trello
Virtual Sales, Virtual Tools for Sales
Sales Success, Sales Training
Building credibility, Sales credibility
mindset training
outreach message
sales productivity
Sales Goals
future of selling
Favorite Sales Stack Tools
special edition
Modern Selling Strategies
Modernizing Your Sales












July 2022
          1 2
3 4 5 6 7 8 9
10 11 12 13 14 15 16
17 18 19 20 21 22 23
24 25 26 27 28 29 30


Many of us start our day with emails, and knowing that, The Sales Evangelist team has outlined 5 reasons why Gmail is the best email tool for sellers. 

Multiple functions 

Google’s Gmail Suite is an incredible tool for companies due to its many functions. For The Sales Evangelist, we use domains. I personally have Donald as my domain and this is connected to my Gmail business suite. Every email that I receive goes through my domain and into my Gmail inbox. 

Aside from that, it is also easy to set up. There are plenty of videos on YouTube that you can check for instructions. You can also hit Google and read about how to sign up for the suite. 


A lot of platforms have integration but for me, Gmail beats them all. While Outlook has 365, it seems clunky and the apps are difficult to integrate.The same couldn’t be said with the Google-owned Gmail. Google is the top-dog in the industry and has a massive number of users. With that many people using Gmail accounts, it became necessary for developers to find ways to integrate their apps and tools into Gmail. 

I use Calendly, a tool that integrates seamlessly into Gmail. Other apps like Hubspot and LinkedIn Sales Navigator connect to Gmail as well. These tools and plugins make full use of Gmail’s integration capabilities. 


Google has what they call canned responses and these are found on the settings of Gmail. Look for the settings, and click on advanced. This option explains what canned responses are and provides instructions on how you can create templates for common messages that you send. You then click enable and save the changes. 

For a sales rep who's always out there sending intro emails, follow-up emails, and other responses, this canned response is a good thing. Although you need to personalize it, you will not need to write the whole thing over and over again when you’re using the template. You can just tweak it. 

You can make templates for commonly asked questions that you get. You can just type out the common responses to these questions and make it into a canned email. Now, that’s your template. You can learn more about this in Episode 11 of The Sales Evangelist. You can also connect with us on YouTube for more videos.

Mail scheduler

The third reason Gmail is the best for sales reps is its ability to schedule emails. The great thing about this is it’s free. I used Boomerang and Hubspot in the past but now, I just go to my Gmail account and click compose at the bottom. 

You’ll see that arrow next to the send button; you click on that and you can then easily schedule your mail. This feature is helpful for busy people and busy prospects as well. 

Sometimes we are inundated with so much on a day-to-day basis that we take the work home. The same can be said with business owners, VPs, executives, or mid-level managers. They are so busy and they can’t respond to mail throughout the day. This is where scheduled mail comes in. 

You can send an email to busy prospects on a Saturday or Sunday morning, and you’ll be amazed when you get their response. #Email 

Email callbacks 

Outlook and other providers offer email callback as well, and it’s very useful in case you make mistakes in sending out your mail. 

Say that when you used your canned response you weren’t able to personalize it enough and ended up putting the wrong person’s name. This isn’t a good thing, so you need to unsend it. You can do so with Gmail. 

Go to the top right corner, click settings, click on general, and look for the undo send. You can send cancellations up to different time periods. You can keep the email longer to give you more time to recognize your mistakes, edit them out, save, and send. 


Here’s the fifth reason: the shortcuts. It’s also an easy one and you can find it on the cog and click advance. You can create your custom keyboard shortcuts once it’s enabled and saved. Google has default shortcuts you can use or you can utilize the shortcut feature and make your own. 

As a busy sales rep, you can just hit C and you’d be able to compose an email or reply to an email, or hit A and reply to a particular mail. There are several other shortcuts that you can use to save your precious time. You can check out Episode 1137 of The Sales Evangelist for more information about this feature. 

I like Gmail because of its integration, the ability to create templates, the scheduled responses, the email callbacks, and the shortcuts. 

“5 Reasons Gmail Is The Best Email Tool For Sellers” episode resources

Time is money and we want to work as efficiently as possible. We keep including TSE Certified Sales Training Program every chance that we get because we want to help you. So, check the program out and explore the possibilities. 

This episode is brought to you in part by TSE Certified Sales Training Program, designed to help sales reps and sales team on how to improve their skills in finding the right customers, the activities and strategies that work, and how to ask the right questions to build a strong value and close business deals. 

To see how helpful it can be, simply go to to get the first two modules for free. Take a bite and have a feel of the course. 

You’d want to be a savvy salesperson and Audible can help you do that. Enjoy the free 30-day trial and explore the thousands of books they have today. 

I hope this episode has been fun and helpful to you. Please review and leave us a five-star rating on Apple podcast. You can also hit subscribe and share our show to your friends and colleagues. 

If you can, please provide your review and rating on Google Podcast, Stitcher, Spotify, and in other platforms where you consume this podcast. 

Direct download: TSE_1142.mp3
Category:Email -- posted at: 12:00am EDT

Jason Bay, Donald Kelly, The Sales Evangelist Podcast, Video Email, changing the email gameI get a lot of requests to appear on The Sales Evangelist, but Jason Bay set himself apart from the crowd by sending a video email and changing the email game.

Jason started his sales career while he was in college, and he and his wife now run a company called Blissful Prospecting, where they remove the stress of prospecting by doing it for their clients.

He quickly discovered that the smaller midsize business was overlooked in the existing offerings, and he wanted to provide a less robust service that still produced the same type of results.

Mom and pop

Jason discovered there weren't a whole lot of companies that were willing to work with smaller organizations. Those companies that don't really have any SDRs and maybe they don't even know the lingo.

Jason wanted to help those business owners who are already multitasking with some of their business development. They don't have time to list build and personalize emails.

We've discovered the same dynamic at The Sales Evangelist. Many of the companies that need help are smaller companies whose sales reps have no training and no real process. The company expects the rep to thrive but they have no basis for it.

It becomes a vicious cycle of reps who wash out or leave to go to another company. The business hires another rep with no real training or process, and the cycle begins again.

Video prospecting

Jason's company prospects for itself, too, so the company does what it sells. Part of prospecting and selling is explaining to people what you do.

People assume when he refers to video that it's YouTube and other content creation.

Video prospecting is similar to writing an email. It's common knowledge now that your emails must be personalized beyond a first name. You must actually include something in the email that's personal to the reader.

Many people take this approach:

Hey Donald, 

I listened to one of your recent podcasts about this topic and I discovered... (fill in the blank.)

While it's personalized, it's a little redundant. We have to work to empathize with the prospect, and they may prove to be a little more difficult for men.

Video allows you to put a face to an email. It allows the recipient to see a human being instead of reading an email, so you're changing the email game. You can still send an email or a LinkedIn message.

You can't fake video. Everything in prospecting demands that you do it the right way if you want to succeed. Think about the type and quality of clients you want to attract.

Changing the email game

If you're engaging in the "murder by numbers approach" of sending 1,000 emails in order to land 5 appointments, think about the quality of customer you're attracting. It won't be really good.

If you want to work with a specific group of customers, you must show them that you're their peer. You aren't a guy sending tons of spam and praying that it succeeds.

Video takes a little more work, but if it produces more responses, it's worth the investment of time. I'd rather my sales team spend a few minutes researching and sending out 10 to 15 videos if I'll get responses from eight of them. They'll be much richer opportunities.

Your numbers may not be as high with video, but the return will be better. It's the account-based approach. Instead of getting a big list of people, do research to come up with a list of companies that will be a good fit.

Think of it as going to the gym. If you go to the gym with a plan for the session, you'll be much more efficient than if you go in and just wing it. Without a plan, you'll take twice as long and be half as effective.

Do all the prospecting preparation on the front end so that you aren't spending your time with prospects who aren't a good fit. Focus your prospecting attention on companies you can actually help and serve.

Video tips

Many people avoid video because they worry about how they'll appear. You must work around that fear because there isn't a single scenario where video isn't a good option.

  1. Make sure to look directly into the camera so the person on the other end feels as though he is actually talking to a person instead of a screen.
  2. Use quality equipment. Most laptops and phones now have quality cameras. Video where you have good light.
  3. Smile. Don't be so serious. Create the sense that working with you is enjoyable. If you're at a small company, you're likely the person that the prospect will be working with. You're a reflection of the business.
  4. Limit your video to 30 seconds or less.
  5. Prepare bullet points of what you'd like to say. Don't be too scripted but plan for what you'd like to say.

Your pitch shouldn't be more than 1-2 sentences.

Connecting with video

Video is easier to consume and it stands out in a crowded email inbox.

[Tweet "Don't prospect to make a sale. Prospect to start a conversation. #Prospecting"]

You're not going to sell a prospect over the phone or through email or LinkedIn. Your job is to simply sell them on the appointment.

Your call to action isn't, "We can help you." It's "We help businesses like yours and if you're having a specific challenge, we might be able to help you too."

Don't pretend like you know more than you actually do. And don't leave your prospect feeling like he has been insulted.

Video options

So many platforms have launched their own video capabilities that it's difficult to choose one over another. Be conscious of a couple of things, though.

  • Consider tools that flow with the tools you're already using. If you're using Hubspot for CRM and they launch a video capability, it makes sense to use that one because they are built to go together.
  • Make sure you can record the screen through video as well as the video of yourself. Make sure you have the flexibility you need.
  • Don't spend too much money on video capability.

Jason likes Loom and Soapbox right now. Loom is a Google Chrome extension that's a little clunky but effective. Soapbox has a free version that is very capable and good quality, and its pro version has useful features as well.

AB test everything. Test your specific situation. Before you invest time and energy into video, try sending videos. Measure to see what happens.

Test different areas of the email sequence. Try it at the beginning of the message or maybe at the end to see what works best in terms of changing the email game.

Prioritize your prospecting based on who is the most engaged with the actual outreach. Use the software that shows you who is actually opening your messages and invest your extra effort into those people.

"Changing The Email Game" episode resources

You can connect with Jason at where he has put together some basic tools to help you get started in video prospecting. You'll find a PDF, a script, and the flow for recording that will move you toward changing the email game.

You'll find lots of good resources on the website as well.

Check out Loom, Soapbox, BombBomb, or Hubspot for video capability that meshes with your existing workflow.

If you haven't connected with me on LinkedIn already, do that at Donald C. Kelly and watch the things I'm sharing there.

You've heard us talk about the TSE Certified Sales Training Program, and we're offering the first module free as a gift to you. Preview it. Check it out. If it makes sense for you to join, you can be part of our upcoming semester.

You can take it on your own or as part of the semester group. The program includes 65 videos altogether, and we just completed a beta group that helped us improve the program and maximize the information in it.

If you and your team are interested in learning more, we'd love to have you join us. Call (561)578-1729 to speak directly to me or one of our team members about the program.

This episode is also brought to you in part by, a Chrome browser extension for Gmail that allows you to track and schedule your emails. You'll receive real-time alerts anyone opens an email or clicks a link.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

Audio provided by Free SFX and Bensound.

Direct download: TSE_1089.mp3
Category:Email -- posted at: 11:25am EDT

When your prospects find 100 new email messages waiting for them on Monday morning, if your emails give no value, your prospects will never open them.

If there's nothing in the subject line or the first sentence of the message to grab their attention, your prospects will probably never even open the message. Sellers must give thought to what their first sentence is saying to uncover how their emails are performing.


Consider your own email inbox.

You're busy. You don't have time to read every single email that arrives in your inbox. If you've got 100 new messages waiting, you're not going to read them all. You'll travel the path of least resistance by eliminating as many as possible.

Email content

The subject line is crucial, so your goal is to minimize it as much as possible. Get to the point quickly with as few words as possible.

Make sure the first sentence of your email relates to the subject line and make sure it has nothing to do with you. Avoid statements like "I have something I want to share with you," or "My company helps clients who..."

Avoid including sentences that, when you think about them, simply aren't helpful. "I hope this message finds you doing well." "I hope your quarter is going great." These are both fillers and they won't compel anyone to open the email.

If you're using the same content and the same statements as other sellers, your emails give no value, and no one will open them.


One of the worst mistakes you can make is using a subject line that has nothing to do with the email content itself.

If you bait your reader in with one idea and then switch ideas within the email, you'll probably get black-listed. At best, you'll get sent to the spam folder so you're toast forever.

Do something totally different. Personalize your message and don't include a huge pitch in your first email.

Think about it from your buyer's standpoint. He has countless sellers reaching out to sell him something, and many of them are sharing similar messages. What if your first sentence offered something to help him?

Consider this example from Todd.

He got an email from a seller who recognized that he was a CEO who had to create and give presentations. The seller provided a PowerPoint template he could use to present metrics and then another template he could use to create a sales handbook.

The sender gave no information about himself or his company. The only reference was information in the signature block that Todd could access if he was interested.


Buyers aren't stupid. If you send a helpful, beneficial email, I'll like go to your site. Even if I don't need your product right now, I'll know where to go in the future.

Give something of value. Provide some education. Think of it from the buyer's standpoint. Give him something that will help him be more effective and efficient in his role.

When you give value, provide something that will address a problem that your ideal customer struggles with. It doesn't even have to be something you're an expert in, and in fact, that sometimes makes it more genuine.

Imagine I sell HR software to HR directors. If you send a document titled 5 Things HR Directors Should Consider When Selecting A Software, he'll smell the bias from 10 miles away. If I provide something beneficial that isn't in my wheelhouse, they'll recognize that I'm not trying to sell something.

The goal is to build interaction by getting him to respond and open a dialog.


If the thing you're sharing will benefit him even if he doesn't buy your product, go ahead and share that with your prospect. Just don't make it gimmicky.

Give something that has value and then connect other places like on LinkedIn or over the phone. Many of us are stuck in the mindset that a single email will open the door to a deal.

Focus on the content you're sharing. Focus on the type of content and how it applies to him as an individual. Then focus on how you can make his life easier.

Create emails that prospects will want to open so you can build meaningful conversations and then ask effective questions. #ColdOutreach

"Your Emails Give No Value" episode resources

Grab a copy of the book The Transparency Sale: How Unexpected Honesty and Understanding the Buying Brain Can Transform Your Results by Todd Caponi.

Try the first module of the TSE Certified Sales Training Program for free.

This episode is brought to you by the TSE Certified Sales Training Program. I developed this training course because I struggled early on as a seller. Once I had the chance to go through my own training, I noticed a hockey-stick improvement in my performance.

TSE Certified Sales Training Program can help you out of your slump.

If you gave a lot of great presentations and did a lot of hard work, only to watch your prospects choose to work with your competitors, we can help you fix that. The new semester of TSE Certified Sales Training Program begins in April and it would be an absolute honor to have you join us.

This episode is also brought to you in part by, a Chrome browser extension for Gmail that allows you to track and schedule your emails. It's super easy, it's helpful, and I recommend that you try it out. You'll receive real-time alerts anyone opens an email or clicks a link. allows you to see around the corners. You can see when people open your email, or when they click on the link you sent. will give you half-off your subscription for life when you use the Promo Code: Donald at check out.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven't already done so, subscribe to the podcast so you won't miss a single episode. Share it with your friends who would benefit from learning more.

Audio provided by Free SFX and Bensound.

Direct download: TSE_1082.mp3
Category:Email -- posted at: 7:11pm EDT

Many sellers understand the challenge of using emails to reach out to prospects, but Chad Sanderson tells us that using brief, compelling stories in sales emails can leave a memorable impression on a prospect who is inundated with noise.

Chad has worked as a marketer, seller, sales leader, and entrepreneur, so he understands the perspective of everyone listening to this podcast.

Email issues

Chad points out that most emails suck. We're all connected to our devices and we're constantly inundated with impressions through Facebook messages, videos, emails, LinkedIn requests, and even WhatsApp or Snapchat messages.

That doesn't even include impressions you get while watching television.

The only way to effectively break through the noise is to put yourself in the other person's shoes. Everything is moving at a ridiculously fast pace, so if you never slow down enough to truly consider the other person, you'll probably fail to truly connect.

You must connect with people in a way that's valuable from their perspective.

[Tweet "People still buy from people, so if they don't know and trust you, you must build rapport before you earn the right to talk about yourself. #BuildRapport"]


As if the crowded inboxes aren't enough, it's also true that many of the emails people send are just drudgery. Chad points to one company that has been pursuing him for several months, and as he mapped the cadence of the messages, he noted that the messages never included anything from his perspective until about email 14. The messages were always about the company.

He said it happens all the time because sellers don't realize that approach doesn't work.

And though he tries to be kind because he works in this world too, he sometimes has to unsubscribe because the messages aren't valuable.

To make the idea simpler to understand, think about this in the context of your friends. Everybody has at least one friend that will not stop talking about themselves.

Even in a social setting, people will eventually move away from that person. It's true in sales, too.

People business

We seem to assume that the rules are different in sales. We forget that we're in the people business and that relationships matter in sales just as they do outside of work.

Sales has always been a discipline. It has always been tough. It has gotten tougher because now everyone can get to everyone else and everyone believes they have something important to say.

Slow down and take a deep breath. Think about your general target audience. Instead of thinking about Donald or Chad, think about reaching out to podcast hosts who focus on B2B revenue generation.

Then you'll have a little bit of context. You still won't know those people, but you'll have a good place to start. But you have to be able to reach out to prospects at scale.


Chad read a report last week about a company that ran a test of 7,000 emails, personalizing half of the emails to the challenges the person would face based upon their role. Think industry/company personalization rather than individual personalization.

They found that the open rates were four to five points higher on cold emails that were crafted to highlight challenges the receiver was facing.

Some people argue that isn't personalization, but what we really need to do is understand the conext these people are working in and then show them something that will tap into their curiosity circuit.

The next level of personalization involves those who responded to the first round of communication.Instead of researching 100 people I only have to research the 10 who indicated interest in my product or service.

Stick to the rule of thumb that you'll do 15 minutes of research on an industry, 10 minutes of research on a company, and 5 minutes of research on an individual. If you can stick to that and not be distracted by dog videos or Tiger winning the Masters, you'll be able to effectively personalize your messaging.

Make them curious so that they'll be waiting for the next email.

Telling stories

Chad related the story of a friend who went into a Men's Warehouse to get a tux. Then he used the experience to reach out to the CEO of the company to highlight how his company could help fill in some of the organization's gaps.

Using his own individual experience, he crafted an email that was still only six or seven sentences long so that it fit on a mobile screen.

In a B2C environment, share how that brand made you feel or how an individual made you feel. In a B2B environment, tell a story about how you've helped someone whose situation was similar to the person you're targeting. Explain how you were able to help him turn his situation around and tell him about the results you were able to produce.

Tell him about the person who is like him.

Although you don't know him yet, you know someone who is like him, so tell him that story.

If you want to understand story structure better, grab a copy of Creativity, Inc, a book about how Pixar creates stories for its movies.

Be human

Very few people can write an email the very first time that communicates well and fits neatly on one mobile screen. You'll likely need multiple drafts to get it right.

Communicate to your audience that you're paying attention to them and what they are dealing with. Acknowledge awards they won and acknowledge articles you've read about that address a problem they might be having.

Consider Barb Giamanco, who reached out to female chief marketing officers to recruit help with a project. She emailed each of them by acknowledging an award each had received.  Then she asked for their perspective on a project she was working on.

The emails indicated that she was paying attention to the CMOs' careers. It acknowledged a problem that the CMOs might be having and a desire to address it. It wasn't until the very end of the email that she even mentioned her own intentions.

Be authentic and genuine.

Realize, too, that once you get an email dialogue started, you have to have the skill set to keep it going.

Think about your prospects as human beings. Slow down and think about your target.

"Brief Compelling Stories In Sales Emails" episode resources

Check out Chad's podcast B2B Revenue Executive Experience and you can find him on LinkedIn, but you must send a note with your connection request.

You've heard us talk about the TSE Certified Sales Training Program, and we're offering the first module free as a gift to you. Preview it. Check it out. If it makes sense for you to join, you can be part of our upcoming semester in April.

You can take it on your own or as part of the semester group. The program includes 65 videos altogether, and we just completed a beta group that helped us improve the program and maximize the information in it.

If you and your team are interested in learning more, we'd love to have you join us. Call (561)578-1729 to speak directly to me or one of our team members about the program.

This episode is also brought to you in part by, a Chrome browser extension for Gmail that allows you to track and schedule your emails. You'll receive real-time alerts anyone opens an email or clicks a link.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

Audio provided by Free SFX and Bensound.

Direct download: TSE_1079.mp3
Category:Email -- posted at: 12:00pm EDT

There’s always room for improvement. It’s why you listen to podcasts like this one. Sometimes successful sellers get so focused on the big stuff that they lose sight of the fundamentals. In sales, though, it’s about the inches. On today’s episode of The Sales Evangelist Hustler’s League, we’ll review sales fundamentals that can help you […]

The post TSE 890: TSE Hustler’s League-“It’s About The Inches” appeared first on The Sales Evangelist.

Direct download: TSE_890.mp3
Category:Email -- posted at: 10:07am EDT

Email is a great form of communication. It allows us to reach out to people on their time without interrupting them like a call would, but the ease of it is the reason more people are doing it. Sales professionals must unravel what works, what’s changing, and what not to do with cold email; why […]

The post TSE 866: Cold Email What Works, What’s Changed & What Not To Do appeared first on The Sales Evangelist.

Direct download: TSE_866.mp3
Category:Email -- posted at: 2:07pm EDT

Without an outreach strategy or a plan, sales professionals run the risk of looking pushy. When we focus entirely on making money and closing deals without working a plan, we miss the opportunity to position ourselves as leaders in the sales process. On today’s episode of The Sales Evangelist, we’ll discuss how emails should fit […]

The post TSE 825: TSE Hustler’s League-“Outreach Strategy” appeared first on The Sales Evangelist.

Direct download: TSE_825.mp3
Category:Email -- posted at: 12:01am EDT

When you’re trying to capture your prospect’s attention through email, how do you know what to include? Many sellers in the early stages of their careers trying to accomplish too much in one email instead of writing shorter emails. On today’s episode of The Sales Evangelist, we’re discussing how to make our emails valuable, and […]

The post TSE 820: TSE Hustler’s League-“Shorter Emails” appeared first on The Sales Evangelist.

Direct download: TSE_820.mp3
Category:Email -- posted at: 12:01am EDT

In today’s episode of The Sales Evangelist, we’ll show you how to use tailored email to grab your prospect’s attention. We’ll also show you how to make sure she reads to the very end. Make her feel good. People are ego-driven. Before you make contact, figure out what matters to her right now. Has she […]

The post TSE 795: TSE Hustler’s League-“Tailored” appeared first on The Sales Evangelist.

Direct download: TSE_795.mp3
Category:Email -- posted at: 12:01am EDT

Sending emails is a prerequisite for sales professionals, but how do you generate emails that reach the right person at the right time in the right place?  In this episode of The Sales Evangelist, Ryan O’Donnell will explain the psychology of emails and teach us how to create a more targeted approach to emails. We […]

The post TSE 791: The Psychology Behind Sales Emails appeared first on The Sales Evangelist.

Direct download: TSE_791.mp3
Category:Email -- posted at: 2:33pm EDT

Today’s snippet from one of our sessions over at the TSE Hustler’s League is about the principles behind emailing fundamentals. Reasons for sending emails: Letting them know you exist Gathering information Setting appointment Closing the deal Strategies for grabbing your prospect’s interest: Send an awareness email. Also, saying “Hi, name!” can come off as too […]

The post TSE 715: TSE Hustler’s League – Send Powerful Emails appeared first on The Sales Evangelist.

Direct download: TSE_715.mp3
Category:Email -- posted at: 9:28am EDT

What do you do if your prospect is only willing to communicate with you through email? No phone, no in-person meeting. Now you’re preparing a proposal when you haven’t fully understood any of their core challenges. While this may not be the best situation, there are always ways to go about this stuff. First, this […]

The post TSE 332: They Only Want To Communicate Via Email appeared first on The Sales Evangelist.

Direct download: TSE_332.mp3
Category:Email -- posted at: 4:56pm EDT

I would love for you to try something different today. And who knows? This might be something that could greatly impact your business (if it hasn’t yet). The tool that I’m talking about is Sigstr, which is a new way to capitalize on employee emails or marketing channels. Gracing today’s show is Dan Hanrahan, the […]

The post TSE 291: How to Use Your Email Signature to Generate More Business appeared first on The Sales Evangelist.

Direct download: TSE_291.mp3
Category:Email -- posted at: 9:38am EDT