When I google ‘BASHO Emails’ my page fills with 86,100 results. There are literally thousands upon thousands of sites with various descriptions, opinions and best practice guides. But in the time I spent looking – not one post answered what I really wanted to know. What does BASHO stand for?While not knowing what it stands for I do know what BASHO emails are.
“A BASHO email is an attempt via email to gain the attention of a prospective customer, and to ultimately get a meeting set up on their calendar. It is thoughtfully crafted, and designed to show the client that you know them.” - Quora
At INCo we introduce our clients to a simple 5 step BASHO email sequence we know works. And we know it works because it’s the same 5 step system we ourselves use in our Sales and Marketing process.
Using these 5 steps INCo has achieved incredible results:
- Open rates ranging from 36% to 85% across the 5 sequence steps
- Click through rates of 5% - 66% resulting in higher traffic across Blogs, White papers, Social Media, and our Website
- New Clients!
So what are those 5 steps?
A potential lead has just made the first step in showing a promising interest in your product or services. They’ve filled out a form, clicked a link or downloaded some content. But how do you reach out to them, taking their interest and turning it into a fully fledged sales opportunity? Act too slowly and without enthusiasm and you might not seem engaging or concerned about their needs. Come across too forceful and you might just put them off. It’s a fine line between opening a winning conversation focused on their needs and your solution and securing yourself the title of a pushy sales person.
Email One – Introduction
Introduce yourself and your company; giving an overview of your product or services. Using your existing knowledge about them and the content they’ve looked at, identify some key areas they might be interested in learning more about. Finish with a question - "Is this something you’d like to learn more about?” - and without being too pushy, let them know you’d be happy to chat more when they’re ready “If so, let me know when you’d like to chat more over the phone to learn more."
You’ve clearly outlined what you are offering as the next step and how they can take it, but you’ve let it in their hands.
Emails Two and Three – Demonstrating Industry Expertise and Knowledge
The tone of these emails should be engaging and interesting; at this point you are simply a resource – an avenue of further information. Emails two and three should be designed to draw the client in. Offer or direct them to further information or resources they might find useful in their information gathering process – these shouldn’t be highly specific to your own organisation. Use this as opportunity to show the prospect your knowledge and expertise in the market. These click-through's should be trackable and included in your analytics.
Again, finish with the same approach as the first email. Asking a question and outlining the next steps.
Email Four – Free Diagnostic or Consultation
Email four is about a free offering but one more specific to your organisation. You’ve been able to track your prospects movements as they’ve clicked through your previous emails and downloaded your content, so you know the areas they are interested in learning more about. While still maintaining a helpful tone, let them know the ways you can help them understand their problems better – offer a free consultation or diagnostic.
Again, finish the email by highlighting how you could help; asking a question and outlining the prospect's next possible steps.
Email Five – The Breakup
It’s impossible to force a prospect to engage with you any more than they want to, and if they haven’t gotten in touch by this point it’s probably best to let them go and focus your efforts elsewhere. The break up email should outline that you’ve unsuccessfully attempted to get in touch a number of times previously and that this will be your last attempt, but leaving it open-ended enough that should the prospect have a change of heart, they know they are still welcome to call at any point in the future.
These emails shouldn’t be long and should always be positioned as an offering of an additional resource or insight. They should be friendly and engaging, while always leaving the next step to the prospect to demonstrate their interest and willingness to engage. BASHO emails aren’t magic and won’t convert all your potential prospects into fully qualified leads, so be prepared to write a few break up emails.
Despite my confidence in knowing what BASHO emails are and how best to use them, I am still a little unclear on what it might stand for... office talk tells me it might not actually stand for anything, but may in fact be the name of the man behind the school of thought. You learn something new every day.
Create your BASHO sequence with our 'Sales Email Template Pack' for a more effective follow-up process
We've consulted some our best performing sales team members and working with each of them, we've created a collection of email templates designed to help you make each and every interaction with your prospects count.