Written by Sean McPheat |
Often during the sales process it is necessary to send email to the prospect, and usually the prospect is in the middle of the decision making process.
The email correspondence you send during this crucial time period is critical to your success.
The slightest misunderstanding or miscue could derail all of the good work you have done.
Below are three important tips to keep in mind when performing this very crucial function.
Keep It Short
For some reason, sales people write much like they speak…TOO MUCH.
It is common to see two, three, four or more points addressed in one email message.
When speaking with a prospect in person or on the telephone, you may cover several items in a single statement.
However, when doing this, the prospect always has the opportunity to interject with a question, a thought or even an objection to the matter.
In an email however, you must remember that the prospect has no way to interrupt your statement and you have no visual or audible clues to alert you.
So, keep your emails short. Try to cover only one topic or idea of discussion at a time.
Remember that in an email there is no voice inflection.
You cannot tell exactly what the prospect meant only by the written words. Always ask for confirmation and re-clarification.
The prospect writes, “I don’t think we can move forward today.”
The sales person responds by writing an email that is a rebuttal to an objection, when this statement may not have been an objection at all.
Clarify and confirm first.
“Sarah, what exactly do you mean by that?”
End Statements With A Question
Lastly, in sending effective email messages, you want to conclude most of your emails with a question.
Often the sales person is waiting and consequently panicking, because the prospect has not responded, when the sales person never actually asked a question in the first place.
End with a definitive question to garner a response.
Keep It short
End With A Question
And you’ll have more email success.
Originally published: 18 June, 2018