1. Customize. Customize. Customize. Yes, it does take more work. However, it’s immediately clear to decision makers if your email pitch was written to them personally – or if the email was simply copied and pasted. One of the two gets a significantly better response!

2. Follow-up. One email is not going to do the trick. In fact, study after study shows that it can take seven to 12 emails (or a combination of emails and phone calls) to finally get a response from your target prospects.

3. Contact multiple people. Within any company there are likely multiple decision makers (such as heads of different departments) who could all benefit from your expertise. It’s fine to contact as many as 4 at one time.

4. Be transparent. If you do contact more than one person at a company, be sure to let each person know whom else you’ve contacted. However, address each email individually – do not send a group email to all 4 people! Everyone will assume the other email recipients will handle getting back to you and therefore no one will get back to you.

5. Keep it short. The best length for emails tends to be between 150 to 200 words. You also want to keep your paragraphs to one sentence because a significant percentage of emails are first read from a smart phone.

6. Always include your contact information. Make it easy for an interested decision maker to get in touch with you. Be sure that your email signature includes your direct email, your direct phone number and, if applicable, the phone number to your assistant, too.

7. Don’t assume. One reason sales people get a bad reputation is because many of their techniques assume the company or decision maker needs their services or products – even though they’ve never had a conversation. The goal of your outreach is to start a conversation – not to sell something.

8. Avoid the cliché. Statements like, “Can we set up a time to meet because I’d like to learn more about your challenges and goals…” translates to busy decision maker as, “Give me your valuable time and insider information so I can figure out what to sell you.” Not effective!

9. You go first… when it comes to offering up value that is. If you want to ask for valuable time on the calendar of a busy decision maker, you need to make it worth their while. Be clear in your email how a meeting will benefit them.

10. Take action! Simply knowing what you need to do doesn’t count. In order to get a result, you have to implement.


Acknowledgment to Angelique Rewers (The Corporate Agent) for this content.

Joe Yazbeck

Internationally Published Best-Selling Author

Master Speaker & Coach