January 4, 2019 Shock Media Studio

Here’s How to Build Relationships With Sales Email

In the previous article, we laid out the core structure of your sales email.

Now, you need to fill it in. We’ll give you four key points to guide you to flesh out your email that will:

  1. grab your prospect’s attention.
  2. maintain their interest and not lose them halfway.
  3. not sound awkward or pushy.
  4. close the deal.

The idea here is to treat your prospect as though you are in a committed relationship and you want to take it to the next level. Put yourself in that mindset each time you’re communicating to your prospect and you’ll see how your relationship with them evolve.


All relationships require time, effort and meaning to last.

If you treat your prospects the same way you would a relationship, then your prospect would keep wanting to read your sales email. To them, it won’t feel like selling anymore; it would feel like a two-way committed relationship.

There are many ways to construct your email. You can give a short, straightforward but all the same impactful email or you can bring them on a journey with an exciting story. You can tell it all in one email or you can spread it out in several.

Whatever it is, make sure you don’t lose their interest at any point.

The quickest way to ruin the relationship is if you offer them a ring without putting any meaning or experience to it.

So please do us a favour: do anything but selling. At least not in the first paragraph or the first email.

In short, take it slow but impactful.

Start On The Same Page

When you first meet someone, you tend to find some common interest that would keep the conversation going. If one finds the topic boring, they might just not pay attention anymore.

Same goes to emailing your prospect.

You’d want to talk about something that might interest them and meet them where they are assuming you already know who your target audience is. But here’s the catch: don’t start talking about your offer just yet.

Instead, talk about a topic surrounding the theme of your product or service. Tell a story that shares similar themes or qualities that you’ve already picked out from the product or service you wish to sell.

Why tell a story rather than getting straight to the point?

Well, it’s because you and your prospect need to get on the same page, meet eye to eye, and develop the relationship on an emotional level. This will keep their attention and make them feel like they matter in the conversation.

You need to get to the mind of your prospect and uncover the problems that they might be facing as well as the dreams that they want to achieve.

Hook Your Prospect With Interesting Stories

The more interesting, entertaining or even weird the stories you present, the more memorable they become. The point is to keep your prospect engaged.

But remember to not stray your stories away too far from the main point you wish to convey. You may lose their interest and make them confused rather than excited. When in doubt, stick to just one story.

How do you create the stories?

Good news is that you don’t have to create from scratch. But you do need to find interesting articles, meaning you need to develop the habit of reading. (But if you’re not already reading, why are you writing?)

Then, you need a story bank to keep all the links to the articles so that you have easy access for when you need them.

There’s no right or wrong to picking a story. The challenge is to relate the story to your product or service.

Transition Without Sounding Awkward

So you’ve told your story and your prospect is all ears. You’ve spent quite a bit of time over a course of a few emails to get them hooked.

Now it’s time to take the relationship to the next level and introduce your product or service.

But how do you do it without sounding awkward, abrupt or pushy?

Well, there’s no other way around it other than just saying it. But you can make it sound like it’s a part of the story you were telling. It will seem natural and effortless once you’ve set your prospect on the journey of discovery with you.

One tip to ease them into it is to add a transitional copy. This could be a paragraph that could connect from the story to your product or service, a series of quotes or existing testimonials, and even pictures.

Close The Deal

This is where you give that ring and ask them to take action. After pouring all your heart out to them, it’s now their turn to react and hopefully say YES!

You may want to add some pressure by introducing scarcity or perks to the offer. Remember, the more time is lost, the more likely your prospect will forget about it.

Also, don’t be afraid to be direct while still keeping to the same tone and manner throughout. You don’t want to ruin the moment all of a sudden. Besides, you still need their trust for them to click through to the next step.


There you have it! We’ve given you the recipe to write the most compelling and well-structured emails to your prospects.

All you need to do now is to curate those emails on your preferred email marketing software and watch your sales grow.

Key takeaway points:

  1. Tell interesting stories to keep your prospect’s attention.
  2. Uncover your prospect’s problems and dreams.
  3. Only introduce your product or service towards the end.
  4. Don’t be afraid to ask your prospect to take action.

Need some help on actually writing your sales email? Contact us!

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