How to Convert Cold Emails to Sales Meetings at Events

Wednesday, November 7, 2018

By Jennifer Bowman

Trade show sales

Are you tasked with setting up meetings at events?

If so, you’re probably reaching out to current partners and sales pipeline to schedule meetings. But, if you aren’t also sending cold emails to relevant attendees, you could be missing out on a huge revenue opportunity.

Taking the time to send thoughtful cold emails has huge potential upside, and if done right they can be effective for booking meetings at the very first touch.

The ‘done right’ part is where it can get tricky. There’s an art and science to it that can be complicated to execute, but setting more meetings at events makes it well worth it. Read on for some tips to get you started!

Before You Send Another Cold Email To Set Meetings at Events…

It’s important to remember:

  • Everyone gets a ridiculous amount of emails everyday. Decision makers receive even more and open even less.
  • Patience is a virtue

Why do these things matter and how will they help you book more meetings at events?

People are busy. I’m busy, you’re busy, and the person you’re trying to reach is definitely busy. If your email is not on point and actionable, the chances of scheduling that coveted meeting is…zero.

And even if your email is hyper-relevant, personalized, and actionable, they still might not respond. Why? Refer to the first sentence of the previous paragraph.

Don’t give up if someone doesn’t respond to your first email. I meant it when I said patience is a virtue, and it’s especially true when going after those big clients you’ve been waiting to convert. In today’s distracted world, the old adage of seven (or so) touches rings true now more than ever.

With those two insights in mind, get ready to learn how to send cold emails that convert to meetings at events!

1. Find Your Relevant Handshakes

What is the primary goal of any cold email?

For someone else to read it and take action.

Before you send out any cold emails, make sure to ask yourself: What does the receiver stand to gain out of this? What do I stand to gain out of this relationship?

Don’t send cold emails for meetings at events that don’t matter. Events are expensive and you don’t want to waste time with a first-touch meeting that could have been a phone call at your desk. If you’re looking for ways to discover relevant attendees, this blog post covers that as well as some tips for how to book better meetings. SummitSync’s meeting automation platform helps users with predictive targeting to make finding relevant attendees easier than ever, and schedules and manages meetings for you.

Once you’ve started gathering your list of relevant attendees, create a spreadsheet to keep track of important details.

Which means…

2. Do Your Homework

Let’s reiterate: people are busy. Decision makers are even busier.

If you want your cold email read, doing your homework is an absolute requirement. Research both the company and the person to find any applicable news, updates, articles, etc., that can help establish a personal connection. Take notes in your spreadsheet on any important facts or figures that you can use in your cold email.

Part of completing your homework is actually finding someone’s contact email. SummitSync takes the pain out of hunting down email addresses with its predicted attendee list and allows you to re-allocate that time saved toward cold outreach.

Drafting Cold Emails that Convert

Have you heard of the 3 Second Rule?

No, not the one about eating food you dropped on the ground.

The 3 Second Rule we’re talking about is that it takes people less than 3 seconds to decide whether to respond, ignore, read, or delete an email.

Not a lot of time to make a big impression.

This is why doing your homework comes in handy. Every cold email you send should be short, 100% personalized, and actionable.

Remember that these folks probably know nothing about your company and don’t have any clue why they should meet with you. Here’s an email that can be sent to a newer decision maker at a company attending Dreamforce:

In doing my homework, I discovered that this person really likes Blue Bottle coffee, recently got a promotion, and freelances on the side. I’m able to include all of these personalizations while grabbing their attention quickly. Remember, you only have three seconds!

Here are some great things to keep in mind when sending that first cold email:

  • Keep it short, but useful
  • Make it super relevant
  • Use a “trigger” word
  • Avoid the typical openings so that you can stand out
  • Make sure it’s got a personal touch
  • Ensure the subject of your email is specific and to the point
  • If you can, leverage a connection
  • Stroke their ego without going overboard
  • Thank them

Don’t forget about the subject line. This is their first impression of you and your brand, so make it count. Try adding a pinch of personalization in the subject line if you can.

Take Action!

You’ve sent out the email now you can sit back and wait for a response, right?

Wrong! You need to get them to notice you and take action. Once you send the email out, give them and the company a follow on social media. Share one of their blog articles to your Twitter account. Add a comment to a recent blog post. Do everything you can to make them notice you and your email!

Remember, it’s all in the Follow Through

Patience is a virtue. Even if you sent out a hyper-targeted, super personalized email they might not respond. People are busy.

If at first you don’t succeed, dust yourself off and try again. After a day or two of no response, it’s totally fine to send a follow-up email. This email should make them want to take action and can even play into FOMO.

An example follow-up might be:

Don’t be that person that hounds someone with a dozen cold emails. Rejection can be hard, but it’s better to move on than to waste time on something that won’t come to fruition. You can try emailing a different person at the company but make sure you go through the entire process with every cold meeting request.

Cold Email is a Skill

Like all skills, it can be developed, and you can improve. These actionable tips will get you on the right track, but what’s most important is analyzing what works, what doesn’t, and constantly making improvements to increase conversion rates and win those coveted meetings at events.

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