Start, or Respond with Meaningful Replies

— not Selfish Replies

Part 2 of 3

A sales email is an excellent way to grow a sales relationship. The trick is, there is an effective email that starts a conversation, or keeps a conversation going. Let’s start with the subtle sales email replies that do not work.

Hubspot, an online marketing service, provides there wisdom on how not to write a sales email:

Speak with Your Contact

(Don’t Just Send Email)

A sales email is only a tool nestle among phone conversations and in-person meetings. Recently, I attended a seminar, “Converting Conversations to Sales,” and the techniques could be applied universally to a technical sale, or a retail sale.

Diana Simich of Training for Growth [ http://trainingforgrowth.com.au/sales-training/ ] taught the simple art of sales emails, telephone, and in-person conversations.

I wondered why the most-on-target copy generated inbound calls, but the calls weren’t converting to sales. Here are a few of Diana’s tips without spoiling her whole presentation:

What to Expect When Writing to Potential Customers

1. Typically need 5 to 8 contacts before they are ready to discuss contracts, products, or services
2. Want to know that you notice, and know their business – so compliment, or comment on industry articles, or seminars they have been mentioned in, or share valuable links to novel information your contact can use
3. Build more trust of your people, and are more open to your product or service when the meeting is not about buying — for example you meet up at an industry expo to catch an important presentation, or you enjoy a community sport together
4. You share a truly valuable introduction, or networking connection to a person, or service your contact has mentioned (but you don’t offer too many unsolicited leads)

Like a Race Car! Email Should be Small and Fast

My interpretation of Diana’s training — sales emails should be like a race car. You might think that sending a long email about your product, or experience makes you look classy. Your lead might see you differently.

OK, you are still classy, but your message should be small, fast, and modern. The message should be competitive, and fun to read. Make sure your recipient recognises what team you are racing for (have a professional email address, and simple subject). Don’t be selfish, long, and hide behind an old-school email address. Rally around your sponsor – your brand, or message, but don’t smoke your tires over what you are selling.

People receiving sales need a pit stop as much as you do. Don’t be selfish about their time. Make sure you give a break for a holiday or weekend. Your reader should feel like they want to cheer you on when they receive your message. And, like a race, you will need to do 5 to 8 laps around the track with your sales lead. Those laps should include giving generously, and quickly.

Give what your contact wants – a connection, a quick tip, or an update on an event. Winning the sales race is done by driving a good sales relationship.

Want to take a warm-up lap? Diana offers free seminars in Perth. Diana 1300 024 346 for the sales seminar next date.

 

Related:

• Diana Simich, Training for Growth
  [ http://trainingforgrowth.com.au/sales-training/ ]
• ThunderMail InfoGraphic highlighting the basic must-haves in email marketing
  [  http://www.thundermailer.com/why-email-marketing-infographic/ ]
• Part 1 of 2 (Managing the) Spam Email, Junk Mail, and Real Email
  by Shauna McGee Kinney