In the world of outbound sales, the “Short and Sweet” email strategy, as described in Aaron Ross’s Predictable Revenue, stands out as an effective approach to get through to decision-makers. This strategy is centered on simplicity and leveraging internal referrals to bypass traditional gatekeepers. The goal is not to sell directly, but to ask for the name of the right person to talk to about a specific topic. Once you have that referral, you can then mention the CEO’s name in your follow-up, subtly increasing your chances of engagement with the decision-maker.
The Origin of the Idea
The “Short and Sweet” email concept originates from Aaron Ross’s experiences while helping Salesforce grow its recurring revenue to $100 million. Ross recognized that the greatest challenge in outbound prospecting was not in convincing decision-makers to buy, but in actually identifying and reaching them. His solution? A brief, to-the-point email that asks an executive for a referral to the correct contact within the organization (Email Finder) (SalesEngage).
Why It Works
Executives are often willing to provide a referral because it’s a simple request that doesn’t demand much time. Additionally, when you follow up with the referred contact and mention that you were directed by their CEO, it adds a layer of implied importance. This can make the contact more receptive, as they might assume the CEO is interested in your offering, even if that’s not explicitly stated. The result is often a significant increase in response rates, as Ross demonstrated with a reported 500% increase in his outreach efforts (SalesEngage).
Advantages
- Higher Response Rates: By asking for a referral instead of pitching, you reduce the risk of immediate rejection and increase the likelihood of a response.
- Leverage of Authority: Mentioning that you were referred by the CEO (or another executive) adds authority to your outreach, making the recipient more likely to engage.
- Simplicity: The strategy is easy to implement and doesn’t require extensive customization, making it scalable.
Example Template
Here’s a template you can use for the “Short and Sweet” email:
Subject: Quick Question
Hi [CEO’s Name],
Could you please point me to the right person to talk to about [Topic or Product Area]?
I want to ensure I’m reaching out to the best contact.
Thanks for your help,
[Your Name]
Second email after you receive the name of the correct person:
Subject: Referred by [CEO’s Name]
Hi [Referred Person’s Name],
[CEO’s Name] suggested I reach out to you. I’d love to discuss how we can help with [specific issue or opportunity related to your service]. Would you have some time this week for a brief chat?
Looking forward to your response,
[Your Name]