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by Joe Guertin
The Advertising STREETFIGHTER Sales Coach
Sales Streetfighters will do whatever it takes
to get inside a prospect's radar, but it is possible to take it one step too far? E-mail is a great example. Use it right and you're a winner. Use it wrong, and you could become an obnoxious peddler.
I send and receive dozens of messages daily, but also know that there are limits to it's effectiveness. One hot topic today is "what if your e-mail goes unnoticed, or is quickly deleted?"," or "what if you irritate the very person you want to sell?"
Great questions. Here are two solutions:
There are some incredible technology tools out there, but e-mail is still my favorite. It goes in a straight line from your mind to your advertiser's eyes. Now that's intrusive. So let's find creative ways to make it work for us.
Here are a couple of basic rules:
At the beginning of a sale:
If used creatively, it does open doors. While a few salespeople have told me they use it to flat out ask for an appointment, I prefer it as an attention-getting device, followed by a phone call. You'd send a brief, personalized note of introduction,
a specific purpose (eg: "…we've got a terrific promotional strategy…") and that you'll follow up by phone. E-mail is also personal, so your 'letter of introduction' or 'quick pitch' might be taken as rude behavior, like dropping by their house,
unannounced, at supper time.
During the selling process:
Use it primarily to transmit follow-up information, and "just to stay in touch" notes. Find an article online that might be of interest? Attach a 'hot link' to your message. An important consideration is their e-mail preference. I know many
business people who sit on e-mail all day long. They're the people who ask that follow-ups get e-mailed to them. Others check it once a day, use a filter, or just never click on subjects that aren't 'front burner' to them.
How about proposals? It's not unusual for a prospect to say "just e-mail it to me." The problem comes when we say "O.K." A flickering computer screen full of text can't deliver with enthusiasm, or read the prospect's body language, like you can. Unless you're well outside of driving distance, don't do it. Just say "…tell you what, I have to be out there tomorrow. Let's grab a quick, 5 minutes…"
After the sale:
It's an incredible service tool. The Internet has a lot of sites offering free online greeting cards. Hallmark.com and bluemountain.com are just two examples. Another idea find their interests. One salesrep I know has a customer who lives and breathes NASCAR. Naturally, the rep has found a lot of the 'personal' (non-official) NASCAR sites. They're loaded with articles, pictures, forums and
editorials. It gives him loads of links for occasional e-mails that keep him super-connected with that customer. . (PowerHint: try to ask at least one question. Get them in the habit of interacting with your messages.)
A few final thoughts: Using e-mail for your Thank You notes? The Streetfighter says don't do it. Pop for the three-dollar greeting card or a small, thoughtful gift. You could also try using one of the online greeting card services. They're usually free, and you'll look more sincere than a basic text note that says "I was too lazy to buy a card."
E-mail allows you to be intrusive, increasing contacts with customers, prospects, and even suspects. The key is to make it meaningful. Got an e-mail/sales experience you'd like to share? You can e-mail me (of course), or give me a call
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