From prospecting to appointment scheduling to closing deals, email is integral to the B2B sales process. As such, crafting a response that will resonate with your audience is essential, especially when establishing or maintaining professional relationships.
Although there are many possible scenarios, most business emails generally fall into twelve categories.
1. The “I’m Not Interested” Response
The first type of response we’ll cover is the “I’m not interested” response. This one is pretty self-explanatory; it’s when a prospect tells you, in no uncertain terms, that they’re not interested in your product or service.
While this might seem like a dead end, there are a few ways you can salvage the situation. First, try to find out why they’re not interested.
Is it because they don’t think your product is a good fit for their needs?
Is it because they’re not ready to make a purchase?
Or is it something else entirely?
Once you’ve identified the reason for their lack of interest, you can craft a response that addresses their concerns head-on.
For example, let’s say you’re selling marketing software, and you get an email from a prospect saying they’re not interested because they just started their business and didn’t have the budget for your product. In that case, you could respond by saying, “I completely understand where you’re coming from. When I started my business, I didn’t have the budget for [X]. That’s why we offer [Y] payment plan.” By addressing their specific concerns, you make it more likely that they’ll be open to doing business with you down the road.
2. How To Respond To A Request For Information
Perhaps the most common type of business email is the request for information. These emails generally fall into one of two categories: questions about your product or service or industry best practices.
Here are a few tips on how to respond effectively:
• If the email contains questions about your product or service, ensure you fully understand the question before responding. It’s always better to take an extra minute or two to be sure you’re giving an accurate answer rather than responding quickly and risking giving incorrect information.
• If the email contains questions about industry best practices, refrain from giving definitive answers. Instead, direct the person who made the request towards helpful resources they can use to find the answers they’re looking for. Not only will this save you time in the long run, but it will also show that you’re willing to help without doing all the work yourself.
• In both cases, try to keep your responses as brief as possible while providing all the necessary information. No one wants to read a novel-length email just looking for a quick answer.
• Finally, always thank the person for reaching out and letting them know you’re happy to help whenever possible.
An example response to a request for information might look like this:
“Hello [Name], I’m happy to answer any questions you have about our product/service/industry best practices. However, before I provide any information, I just wanted to check in and ensure that I understand your question correctly.”
3. The “I’m Too Busy” Response
When prospects tell you they don’t have time to talk now, they might at some point in the future.
It’s essential not to take this type of response personally; usually, when people say they’re too busy, what they mean is that they’re not ready to make a purchase yet (or at least not ready to talk to sales).
In most cases, the best course of action is simply to wait until they’re ready and then reach out again. However, there are some instances where it makes sense to try and schedule an appointment, for example, if prospects mention an upcoming project or deadline during your conversation.
4. How to Respond to a Request for a Favor
If you receive an email asking you to do something that will take up a significant amount of your time or resources, it’s important to be thoughtful about your response. After all, this person is effectively asking you for a favor. A few things to keep in mind when formulating your response:
• You are not obligated to say yes. It’s perfectly acceptable to decline the request if you don’t have the time or resources to fulfill it.
• If you do decide to say yes, make sure you can follow through on your commitment. There’s nothing worse than agreeing to do something and then being unable to deliver.
• Be as specific as possible about what you can and cannot do. This will help manage the expectations of the person who made the request.
• Thank the person for considering you for the task at hand. This simple gesture can go a long way in maintaining a positive professional relationship.
Here is an example of how you might respond to a request for a favor:
“Hello [Name], thank you for thinking of me when it comes to [task]. Unfortunately, I’m currently swamped with other projects and won’t be able to take this on. I appreciate being considered, and I hope you’ll keep me in mind for future opportunities.”
5. The ‘I need to think about it’ response
When a potential customer says they need time to think about it, it can be challenging to know how to proceed. The best thing you can do in this situation is follow up after a week and see if they’ve made a decision. If they haven’t, see if there’s anything else you can do to sway them (within reason, of course).
For example, you could offer a discount for signing up within a specific timeframe or throw in an extra item at no extra cost. If the potential customer still isn’t bite, then it might be best to move on and focus your attention on other leads.
6. The Meeting Request Email
Whether you’re looking to establish a new business relationship or catch up with an old one, meeting request emails are fairly common in the business world. When responding, it’s important to be clear about what the meeting will entail so that there are no surprises later on down the road.
You should also include some dates and times that work for your schedule. If there is no availability on your end, suggest alternate dates/times or offer to do a virtual meeting instead.
Here’s an example:
Subject: Catch up
Hey [person’s name],
It was great seeing you at the conference last week. I wanted to see if you’re free for coffee next week so we can catch up. Let me know if any of these days/times work for you or if you have any suggestions:
Thursday 10 AM-11 AM Friday 11 AM-12 PM Saturday 10 AM-11 AM
Or we can do a virtual meeting! Let me know what works better for you. Thanks, [Your name]
7. The Prospective Client Email
These emails usually come from someone who has seen your work and wants to hire you for a project but isn’t quite sure how much it will cost or how long it will take. In this type of email response, it’s beneficial to briefly describe your process (without going into too much detail) and provide an estimated price range and timeline so they can understand what they can expect from working with you.
It is also helpful to include some relevant past projects similar in scope and positive reviews/testimonials from past clients (if available).
Here is an example response:
Subject: Meeting request – web design project
Hi [prospective client],
Thank you for reaching out! Based on what you’ve described, I think my team would be a great fit for this project. Our process usually involves an initial consultation (in person or virtually), followed by development and then an implementation/testing phase before launch.
We typically like to give our clients 1-2 weeks after launch to give us feedback/make any necessary changes before we consider the project complete.
Regarding price range, most small businesses budget anywhere from $2,000-$10,000 for web design projects. Still, every project is different, so I encourage you get In Touch to schedule a consultation so we can get more specific regarding your needs and give you a more accurate estimate at that time.
Please let me know what day/time would be best for a consultation?
Thanks,[Your name] [Your title] PAST PROJECTS & TESTIMONIALS (optional): [links + short descriptions] [positive reviews/testimonials]
8. The Disappointed Customer Email
We have all been there before. You work hard on a project and put your heart and soul into it, only to have the client come back to you disappointed. Getting defensive in your response can be tempting, but that will only worsen the situation.
Instead, try to empathize with the customer and show them that you understand their displeasure. Here is an example of a professional response to a disappointed customer email:
“Hello [name],
Thank you for your email, and I’m sorry to hear that you are disappointed with the results. I understand how you feel and would like to do everything we can to make it right.
Can you please elaborate on what specifically didn’t meet your expectations? We will do our best to address your concerns and ensure that you are satisfied with our work.”
9. The Demanding Client Email
As a professional, you should be able to handle demands from clients without breaking a sweat. But sometimes, clients can be too demanding, and it can be challenging to stay calm.
When confronted with a demanding client email, take a deep breath and remember that the customer is always right. Try to be as accommodating as possible without compromising your time or resources. Here is an example of a professional response to a demanding client email:
“Hello [name],
Thank you for your email, and I appreciate your enthusiasm for the project. I understand that you would like us to move faster, but we must ensure everything is done correctly to deliver the best results possible. Rest assured, we work as fast as possible without compromising quality.”
10. The Unhappy Customer Email
An unhappy customer is one who is not just disappointed but also angry. These emails require a delicate touch because you don’t want to make the situation worse by saying the wrong thing.
The best way to handle an unhappy customer email is to try to defuse the situation by being understanding and helpful. Here is an example of a professional response to an unhappy customer email:
“Hello [name],
Thank you for your email, and I’m sorry you’re unhappy with our service. Can you please elaborate on what specifically made you dissatisfied? We would appreciate any feedback to improve our service in the future.”
11. The One-Word Response or “Brusque” Reply
You finally hear back from the person you’ve been trying to reach and…it’s just one word. Maybe it’s “yes,” “no,” “sure,” or some other equally unhelpful response. While it’s not ideal, there are ways to turn this around and turn it into a productive conversation.
First, try thanking them for their reply and then ask if they have any questions about what you’re proposing.
This accomplishes two things: it shows that you value their time and that you’re still interested in working together, even if their initial response wasn’t overly enthusiastic. Second, by asking if they have questions, you open up the door for further discussion which could lead to finding common ground and progressing the relationship forward.
12. The “I’m Interested” Response
This is perhaps the best type of response to receiving because it shows that the person you’re talking to is interested in what you have to say and wants to learn more.
In this case, your best bet is to arrange a meeting or call so you can discuss things further in real time instead of going back and forth via email, which can get confusing quickly.
Simply thank them for their response and let them know when would be an ideal time for a meeting or call, given their schedule. Then suggest 2-3 times to choose what works best for them.
Conclusion
Email responses can be categorized into twelve types. Understanding these different types will help you better craft your messages and anticipate the reactions of your recipients.
References
https://www.wordstream.com/blog/ws/2019/01/03/email-marketing-best-practices
https://mailchimp.com/en-gb/resources/common-rookie-mistakes-email-marketers/
https://www.campaignmonitor.com/resources/guides/getting-started-with-email-marketing/
