I read a post on NamePros offering some insight about outbound domain name sales. I agree with what Ostrados shared about keeping the sales pitch email short and sweet. If the domain name is good and/or of interest, the prospect will reply. If the domain name is not good or not targeted to the right buyer, it doesn’t matter how awesome the pitch is.
One thing I can add to the discussion in general is that I do not put the asking price in outbound emails. My emails are essentially lead generation emails, and when a person responds affirmatively and expresses interest in my domain name, I let them know the price. This is generally the starting point in a negotiation for me.
Having no price and requiring the prospective buyer to ask allows me to evaluate the buyer and company to possibly price the domain name accordingly. In addition, I can gauge interest from other prospective buyers to see how great the demand is. If I email 10 companies and 9 reply to ask for the price, it will likely be higher than if only one prospective buyer replies.
Perhaps most importantly, though, requiring a prospect to reply to my email to get the price of the domain name allows me to create a list of prospective buyers for the future should the domain name not sell.
I tend to price my inventory-type domain names on the high side. This gives me some wiggle room on when a prospective offer replies and inevitably says the price is too high. It also ensures I maximize the revenue from a domain name – as much as possible when it comes to outbound marketing of domain names. Having a list of prospective buyers can help me close future deals if I am in a lull on the roller coaster ride.
Excluding the price from my outbound email allows me to open a conversation with prospective buyers rather than possibly turn them off from the outset. It is good to understand if I overpriced the domain name or if the domain name is not as coveted as I expect, and including the price does not allow me to get that feedback.