A New Framework for Sales Emails
Recently, we’ve been revising and refining our sales emails, nurture streams, and even entire campaigns. While you may not employ an advanced plan like this, if you write sales emails to homeowners at all, you know how difficult it can be to capture widespread attention and convert that into sales. No matter how clear your language or how effective your communication is, if you don’t hit the right points, your email may fail to resonate with your target audience.
I want to explore a template recently brought to our attention by the team at StoryBrand. (You may remember StoryBrand from several past issues, like our explanation of CTAs, our lesson about positioning your company as the expert guide, or a look at branding.)
Before I explain their “6 Steps to Writing the Perfect Sales Email,” here’s a link to the video if you learn better visually. I won’t judge if you’re short on time and need the content now. But for those who want to stick around for some analysis, here we go.
Before I explain the first step, you need to nail down your target audience. Of course, this varies depending on the size of your operation, your location, and the content you want to share. Homeowners are a diverse group, both demographically and geographically, so dialing in your target will require some effort. Who needs to read this piece of content? Long-time newsletter subscribers? Brand-new prospects? Homeowners from one specific neighborhood?
Once you find your target, start by laying out the problem customers are facing. Many people are frustrated by the idea of poor roofing performance, the idea of re-roofing again, dealing with slow or dishonest contractors, or any number of common issues. Depending on your area and even the weather you face, pick one problem to focus on.
Next, empathize with their feelings. Come alongside them and acknowledge their feelings of frustration, fear, or annoyance. Honesty is highly appreciated here; customers can tell when you’re open with them. Especially with a major purchase like a roof, emotions can be involved, and no one wants to feel like they were misled or taken advantage of.
Once you come alongside them, acknowledging what they’re up against, present your installation team or your specific product offering as the solution. When you craft the entire narrative, it becomes easy to introduce the villain (poor performance, bad workmanship, poor communication) and then make way for the hero (your team and your abilities). In this story, the good guys should win.
But it may not be easy. Homeowners today are good at doing their research and considering your competition. You need to be ready to overcome potential roadblocks and explain why they should choose you. It might be a nasty negative review, a price objection, or unrealistic expectations. The burden falls on you here to explain what makes you stand out. Focus on successful projects, satisfied customers, and tangible evidence, like case studies and positive reviews.
Still, this is a major expense for most homeowners. They may experience some sticker shock or uncertainty about proceeding with the project, even at this stage. Reassure them at this point in the email. Make them feel like their money and time will be well spent with you.
Finally, spur them to act. You’ve demonstrated why you deserve their attention and set the stage for them to take the next step. You might ask for an email or phone number to send out a resource for them to consider. Metal roofing has a long lead time, and many homeowners want to be well-prepared before moving forward. You can also be more aggressive and ask for appointment times and their expected window for a new roof. The close is crucial, as always.
Follow this framework and see how it works for you. It doesn’t have to be every email, but breaking up your typical sends might pay off. Even if you never write an email based on this, jotting down a few ideas for each point can shed some light on how to sell yourself in the future.
Todd Miller has spent his entire career in the metal building products manufacturing industry. He is president of Isaiah Industries, an organization recognized as one of the world’s leading metal roofing manufacturers. Todd is currently Vice President of the MRA (Metal Roofing Association) and a Past Chair of MCA (Metal Construction Association). Through his website, he strives to raise the bar on standards and practices to provide property owners with the best possible products for successful roofing projects.
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