A pain point is a beautiful thing. Especially, for business development people like ourselves.

 

As a startup, entrepreneur or business developer for a larger organization, we are all masters (or should strive to be) of identifying the pain points that make our potential clients tick.

 

When meeting a potential client or customer at an event, seminar, conference or even at a family BBQ it’s important to stay on this individual’s radar.

 

Chances are that you will meet this individual, maybe you’ll connect on LinkedIn, and send your initial follow up email. That’s not enough. That’s not politely persistent.

 

Below are a few email templates that our team has developed for highlighting and emphasizing a potential client’s pain points in order for him or her to take the next step in your sales process.

 

You will notice that we don’t only include your initial follow up email but also an additional three follow up email templates. Below the templates we will point out a few points to remember when utilizing these templates.

 

Enjoy!

 

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INITIAL EMAIL (Day X)

Subject: Nice Meeting You at [place]

 

[First Name],

 

Great meeting you the other day at [place].

 

[Reference something you talked about].

 

I know you mentioned you were having an [issue/problem/concern] with [business area/function/process].

 

I’m curious to know more about your [pain point]. Specifically, I would like to know [whatever it is you would like to know].

 

Also, the company you work for is [fascinating/interesting/ahead of the curve] and I would like to learn a little more about the role you play at the company.

 

I’m available to [chat/meet] [personal availability]. What works for you [First Name]?

 

Talk soon,

[Your Name]

 

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FIRST FOLLOW UP (Day X+3 Days)

Subject: (2nd Attempt) Nice Meeting You at [place]



[First Name],

 

Hope things are well and hope I have the right email.

 

I came across this article [article URL] the other day and it made me think of your [issue/problem/concern] with [business area/function/process].

 

I hope we can still connect as I am a follower of [recipient’s industry] and would enjoy hearing your insider thoughts.

 

I’m available to [chat/meet] [personal availability]. Do any of those times and days work for you [First Name]?

 

Best,

[Your Name]

 

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SECOND FOLLOW UP (Day X+7 Days)

Subject: (3rd Attempt) Nice Meeting You at [place]

 

[First Name],

 

It’s been about a week since we connected at [place] and I haven’t forgotten about your [issue/problem/concern] with [business area/function/process].

 

[Reference something else you talked about].

 

I spoke with my team and there is a specific [system/method/process/template] that we’ve developed that I would like to share with you because I believe it will aid your [pain point].

 

I know you’re busy but we wouldn’t need more than 15 minutes to cover the important points.

 

How does [specific day and time] sound [First Name]?

 

-[Your Name]

 

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THIRD FOLLOW UP / Continuous Email (X+14 Days)

Subject: (4th Attempt) Nice Meeting You at [place]

 

[First Name],

 

I’ve been trying to reach you for about a week or two now and we just haven’t been able to connect.

 

Here’s what I’m going to propose: when you are ready to discuss alleviating [issue/problem/concern] with [business area/function/process] please return my contact but if you’re not ready, please feel free to not return the contact. This way I won’t feel uncomfortable dropping you a note every 10 days or so to check in.

 

I’m hoping you will agree that this is a minimally invasive way for you to be of potential benefit to three parties: you, myself and the customers you serve.

 

Here is exactly the kind of benefit I can bring to [recipient’s business]: [provide no more than three specific benefits in bullet form]

 

As you go about your normal business and believe you or anyone you know could use my assistance just let me know and I’ll take it from there.

 

If this is OK, then just keep me in mind. If this is not OK just reply by email and let me know it’s not working out for you.

 

I look forward hearing from you [First Name],

 

[Your Name]

 

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Remember a few things:

 

  • The goal of these emails is to keep the conversation moving in a direction that positions you as an expert and someone who can help alleviate their issue.

  • Throughout the email exchanges you constantly want to show value. This is done through offering helpful links, research quotes, etc.

  • Always use your recipient’s first name as you close the email. The more times you can use his or her name the better.

  • If you have the individual’s phone number, you should experiment with different combinations of calling and emailing or emailing and calling.

 

How do you keep in touch with potential clients that you meet? Do you have comments / questions about the above templates? Let us know in the comments.

 

Also, if you like these email templates see the full line of Top Email Templates for Turning Contacts You Meet Into Customers.