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Sales Glossary

The sales industry is always changing and evolving. Keeping on top of those changes can be tough. The Vidyard Sales Glossary is your ultimate guide to important sales terms, definitions, concepts, slang, insider business jargon and more to keep you up to date with the latest in sales industry lingo.

What is a BASHO Email?

A BASHO email is a personalized, targeted cold email typically used by B2B companies. They are usually sent directly to decision makers and are meant to be attention-grabbing. BASHO emails are known within the sales industry as garnering impressive response rates, which every sales rep aims for when conducting cold outreach.

Many people believe “BASHO” stands for something, but it’s not an acronym. The sales technique was developed by MJ Hoffman, a sales expert and entrepreneur, under the brand called Basho.

Why are BASHO Emails Important?

Sales reps rely on engagement to conduct sales. If no one responds to their sales prospecting efforts, they have no one to sell to.

BASHO emails are critical because they can potentially boost up to 65% response rates. With more than half of your prospect pool responding to sales pitches, there is ample opportunity to bring in revenue. And if you’re correctly targeting decision makers, there are fewer hoops to jump through–your responses come directly from those who will decide if your product is worthwhile.

Not only are BASHO emails effective, but they’re also relatively easy to write and send. There’s no rigorous training or time spent learning how to use a new platform. Reps can use sales templates and customize them for each prospect they’re contacting. Or they can even look at leveraging automated B2B prospecting tools and let AI do the bulk of the work.

Vidyard Prospector using AI to auto generate prospecting emails to targeted accounts.
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This method is productive and straightforward, so there’s no reason sales reps shouldn’t use it to their advantage when prospecting.

How to Build Out BASHO Emails

Detailed Research

You need to find out who the decision maker is so you can contact them directly. If you’re not using B2b sales prospecting tools, this may take some sleuthing, but the payoff is worth the investment. And while you’re conducting some detective work, find out what you can about the company’s pain points.

Showing your prospect that you understand their business, what they’re trying to do, and how you can help break down barriers immediately will make a good impression.

Personalize Your Email. Copy

Work inboxes are a vast void of emails: from meeting reminders to countless sales pitches, there’s a lot to sort through. And if the email isn’t interesting, it probably isn’t being read. This is why it’s essential to personalize your message.

Address the prospect by name, include information you learned from an article they wrote or conference they presented at, or use a personal hook by mentioning something you saw on their social media accounts. Show that you know who they are and are invested in their work.

Embedding a video is the ultimate way to personalize a BASHO email message and stand out. Recording your message and customizing a thumbnail is a great way to stand out, and people are more likely to watch and respond to video emails than plain-text messages.

Write a Catchy Subject Line

If your subject line sounds boring, spammy, or includes overused buzzwords, it’s unlikely to be taken seriously. It should be straightforward, personalized, and catchy. There are plenty of tips online for crafting the perfect subject line, so spend time on it instead of quickly typing out whatever comes to mind first.

Talk Up Your Product’s Value

If you’ve done enough research, you’ll know exactly what your prospect’s pain points are and what goals they’re likely trying to achieve. To win them over, show off your product’s value and include examples that illustrate exactly how it will help them.

You can include screenshots, case studies, or reference other customers and have their testimonials. The key is to use these examples to highlight how your product will help and why it would be a valuable tool for them to utilize.

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