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2 Positioning your request & great email template

Name: 2 Positioning your request & great email template
Uploaded: 2020-11-11T19:56:55+00:00
Duration: 1 min 49 s
Channel: Bob London
Description: In this recorded conversation, Bob London explains how to position customer interview invitations to achieve exceptionally high engagement. He shares a…

11 Nov 2020 · 2 min

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1:49

In this recorded conversation, Bob London explains how to position customer interview invitations to achieve exceptionally high engagement. He shares a detailed email template that he claims yields an 85% open rate and a 65% conversion rate (interview participation) when sent to active customers. The template emphasizes authenticity, humanity, and a clear, non‑salesy tone. London advises sending the invitation from a C‑level executive to convey strategic importance and differentiate the request from routine calls or QBRs. He discusses why customers are eager to help: they want to be successful, enjoy sharing strategic perspectives, and will provide valuable insights if asked correctly. He notes that outreach to churned customers sees much lower response rates, and encourages listeners to adopt (or “steal”) the template. The overall message is that thoughtful positioning and authority in the outreach dramatically improve interview participation.

Chapters

So positioning these conversations again for your mindset as well as positioning for the customer starts with the email invitation you send. The wording is very important. It has to signal authenticity and humanity. This is the template I've used over the years, which has gotten an 85% open rate when sent to customers and, and a 65% conversion rate, which means 65% of the people who open it actually end up doing an interview with me. So if you're in marketing like I am, you would, you think you've died and gone to heaven for open and conversion rates like this.
Obviously, this is a warm audience when you're talking to your customers, and we're going to talk about this a little bit.
Why is that? Why is it so high? What makes it so high? We'll chat about that in a second. If you're calling churned customers, you can cut those numbers by about two-thirds, much lower. And yes, before you even ask, you may absolutely steal this template.
I know there will be a recording and maybe a copy of the slides distributed afterwards, and I'm sure you're able to screenshot whatever content you want to keep.
So you'll see this isn't a super brief email. It's not one of these cheesy sales prospect email prospecting emails that's, you know, 2 sentence and then asking to pick someone's brain.
It's very clear and direct though, and I do recommend that these emails get sent from a C-level executive, because that carries a strategic impact. It says, hey, I'm doing this on behalf of the company because it's important to the company.
And it also helps to communicate that this is not a typical, it's not a typical customer call or QBR or initiative. It's something big and serious.
So I do get asked, how is the conversion rate so high?
That's sort of hard to believe.
The answer is Customers really wanna help, and you may see this as well, in your world.
They wanna be as successful as possible in their jobs and for your solution to be as helpful as possible to them. That's what they want, which means they are happy to have you understand their perspective. In fact, they're actually happy to share as much information as you're willing to ask. And that's the crazy part about it is It's not the type of information they would volunteer, but it's there for the asking. All you have to do is ask the right questions in the right way. And of course, the other reason that we talk about a lot is people do like to give their perspectives and opinions when asked. And I, I think especially related to something that's more strategic and a little less operational.