Writing effective email and/or text message templates for a sales team is important for several reasons, particularly when reaching out to potential customers over an extended period of time. First and foremost, these templates can help sales reps to effectively communicate with B2B leads at every stage of the buyer journey. By providing a clear and consistent message, these templates can help reps to build trust and establish themselves as a reliable resource for the customer.
Message templates can also help sales reps to save time and streamline their communication efforts. By using pre-written material, reps can quickly and easily send targeted, personalized emails to potential customers without having to start from scratch each time. This can be especially useful when dealing with a large volume of leads or when working on a tight deadline.
When crafting these templates, remember that personalization goes a long way. According to Experian, personalized email subject lines are 26% more likely to be opened than non-personalized subject lines. This might be as simple as including the customer’s first name and last name. Also, personalized emails can lead to a 41% higher click-through rate and a 29% higher open rate than non-personalized emails (MarketingSherpa).
As we describe stages of the customer journey and provide message templates, remember that adding personalization is always beneficial.
Stage #1: 🪤Bait (aka. Awareness 👀)
The awareness stage of the sales process is the first step in the customer journey, during which the customer becomes aware of a problem or need that they have and begins to consider possible solutions. At this stage, the customer is typically not yet ready to make a purchase and is instead focused on gathering information and evaluating their options.
During the awareness stage, it is important for the sales rep to provide the customer with helpful information that addresses their problem or need, as well as to establish themselves as a trusted resource and expert in the field. The goal at this stage is to educate the customer and help them understand their options, rather than trying to close a sale.
Email Subject: [Problem/Need] – How we can help
Hi [customer],
I hope this email finds you well. I noticed that you have been researching [problem/need] and I wanted to reach out to see if there is anything we can do to help.
At [company], we specialize in [solution/service] and have helped companies like yours, including [example companies] solve [problem/need]. I would be happy to answer any questions you may have or provide you with more information about how we can help.
I understand that you may not be ready to make a purchase yet, but I wanted to offer my assistance and make sure you have all the information you need to make an informed decision.
Please don’t hesitate to reach out if you have any questions or would like to learn more.
Best regards,
[Sales Rep]
SMS Template
Hey, [customer name]! I noticed you’ve been looking for [solution] and wanted to reach out to see how I can help. At [company], we specialize in [solution] and have worked with companies like yours, including [company names] to solve [problem]. Even if you’re not ready to make a purchase, I’d be glad to provide info. Feel free to reach out to learn more!
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Step #2: 🪝Hook (aka. Interest 😻)
The interest stage of the sales process is the second step in the customer journey, during which the customer becomes more actively engaged in the purchasing process and begins to seriously consider their options. At this stage, the customer has typically identified a problem or need that they have and has become more interested in finding a solution.
During the interest stage, it is important for the sales rep to continue providing the customer with helpful information and resources, as well as to begin building a relationship with the customer. The goal at this stage is to keep the customer engaged and to establish trust, as the customer will be more likely to make a purchase from a rep they feel they can rely on.
Email Subject: [Product/Service] – Next steps
Hi [customer],
I hope this email finds you well. I wanted to check in and see how I might help you find the right [solution] for [company name].
Based on our previous conversations, I understand that you are interested in [solving a specific problem or need] and I believe that [product/service] is the best solution. I have attached some additional information that may be helpful, including a product demo video, pricing information, and customer testimonials.
I would be happy to schedule a call to discuss [product/service] in more detail and answer any questions you may have. If you are ready to move forward, we can also discuss the next steps in the purchasing process.
Thank you for considering [product/service] and I look forward to speaking with you soon.
Best regards,
[Sales Rep]
SMS Template
Hey, [customer name]! I wanted to quickly check in and see how your search for [solution] is going. Based on our previous chat, I know you’re looking to address [specific problem]. Here is a link to a product demo video which I believe will help you evaluate [service/product]. I’d also be glad to chat to answer any questions you might have. Looking forward to connecting soon!
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Step #3: 🎣Reel (aka. Desire 💓)
The desire stage of the sales process is the third step in the customer journey, during which the customer becomes more actively interested in a product or service and begins to express a desire to purchase it. At this stage, the customer has typically done their research and has a good understanding of their options, and is now looking for a reason to make a purchase.
During the desire stage, it is important for the sales rep to continue building a relationship with the customer and to provide them with any additional information or resources they may need to make a decision. The sales rep should also be prepared to address any remaining objections or concerns the customer may have. This stage is all about pulling in the customer by continuing to deliver value, attracting them as a volunteer, and gently leading them to the business solution.
Email Subject: [Product/Service] – Exclusive Offer
Hi [customer],
I hope this email finds you well. I noticed that you have expressed a desire to purchase [product/service] and I wanted to follow up and see if there is anything else I can do to help.
I understand that you may have some final questions or concerns before making a decision, and I am happy to address those for you. In addition, I wanted to let you know about an exclusive offer we have for customers like you. For a limited time, we are offering a [discount/bonus/promotion] on [product/service] for new customers. I have attached more information about this offer for your review.
I believe that [product/service] is the best solution for [specific problem or need] and I am confident that it will provide you with the results you are looking for. If you are ready to move forward, please let me know and we can begin the process of getting you set up.
Thank you for considering [product/service] and I look forward to working with you.
Best regards,
[Sales Rep]
SMS Template
Hi [customer], I hope you’re doing well! I wanted to follow up and see how I can help in your decision about [product/solution]. I understand that you might have some final questions, and I’m happy to chat about them. We also have an offer; for a limited time, we are giving [discount/offer] for new customers. Here is a link with more info. If you want to move forward, let me know and I’m happy to begin the process of getting set up!
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Step #4: 🛶 Boat (aka. Consideration 🤔)
The consideration stage of the sales process is the point at which a potential customer is actively considering making a purchase. This stage typically follows the awareness stage, in which the customer becomes aware of a problem or need and begins searching for solutions. In this phase, sales teams must ask themselves how to transition from delivering value and building trust to using that trust to help the customer understand what the business has to offer. The most important part of the consideration stage is establishing the best method for customers to grasp the value of the business solution or service.
The example message below outlines the benefits of the product or service and provides additional information to help the customer make a decision. It also includes a call to action, inviting the customer to schedule a call or ask questions. This helps to move the customer closer to making a purchase and can increase the chances of a successful sale.
Email Subject: [Product/Service] – The Perfect Solution for Your Needs
Hi [customer name],
Thanks for expressing interest in our [product/service]. We believe it could really benefit you because [specific reason].
Our [product/service] has helped many businesses like yours [achieve specific results]. In fact, one of our customers, [customer name], saw a [specific result] after implementing our solution.
We understand that you have a lot of options to consider, so we’ve put together a [document/presentation/demo] that goes into more detail about how our [product/service] can help you achieve your goals.
Please let us know if you have any questions or would like to schedule a call to discuss further. We’d love the opportunity to work with you and help you succeed.
Sincerely,
[Your name]
SMS Template
Hi, [customer name]! Thanks for considering our [product/service]. We really believe it could help your business just as it has helped [similar business X, Y, and Z]. We know you have a lot to consider, so we made a [demo/deck] that details how our product works. Please let me know if you have any questions or would like to set up a call. We would love to help [company] succeed!
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Step #5: ⚖️ Decision 📒
The decision stage of the sales process is the final step in the customer journey where the customer evaluates their options and makes a decision on whether or not to purchase a product or service. This stage is often marked by a sense of urgency, as the customer has likely spent a significant amount of time researching and considering their options and is now ready to move forward with a purchase.
During this stage, it is important for the sales rep to provide the customer with any additional information they may need to make an informed decision, including pricing information, product demos, and customer testimonials. The sales rep should also be prepared to address any final questions or concerns the customer may have.
Email Subject: [Product/Service] – Ready to move forward?
Hi [customer],
I hope this email finds you well. As we discussed, you are interested in [product/service] and are now in the decision stage of the purchasing process.
To help you make an informed decision, I have attached some additional information that may be helpful, including a product demo video, pricing information, and customer testimonials.
Please take a look at these resources and let me know if you have any further questions or concerns.
I understand that this is a big decision, but I am confident that [product/service] is the best solution for [specific problem or need]. If you are ready to move forward, please let me know and we can begin the process of getting you set up.
Thank you for considering [product/service] and I look forward to working with you.
Best regards,
[Sales Rep]
SMS Template
Hi, [customer name]. I hope you’re doing well! As we chatted about, I know you’re in the decision phase and want to make sure you have all the info you need. Here is a link to a [presentation/video/deck] which I believe will help you evaluate [product/service]. I know this is a big step, but I’m confident that [product/service] is the best solution for [problem]. If you’re ready to move forward, let me know and I’ll be happy to get you set up!
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Conclusion
Message templates ensure that sales reps are following best practices when it comes to communication and proactive outreach. By providing a consistent structure and format for outbound messages, templates can help reps to avoid common mistakes and ensure that they are always clear, concise, and helpful.
Overall, writing effective templates is a critical aspect of sales and can help reps to effectively interact with potential customers at every stage of the buyer journey, build trust and establish themselves as a trusted resource, save time and streamline communication efforts, and follow best practices in messaging and communication. It’s also important to tailor these templates to your specific business and target audience, and make sure to follow all laws and regulations regarding text message outreach.
Ready to streamline communication with your customers?