Tweet

3 Simple Steps to Using Email as a Sales Tool

Written by: Niall Devitt

Article Overview: E-mailing is now undoubtedly the main means of communication between businesses and business people. I would continue to advise salespeople to always try to speak directly to prospects where possible. There are times however that e-mailing is the only available option, so the ability to craft effective e-mails is now a very necessary sales skill.

3 Simple Steps to Using Email as a Sales Tool

E-mailing is now undoubtedly the main means of communication between businesses and business people. I would continue to advise salespeople to always try to speak directly to prospects where possible. There are times however that e-mailing is the only available option, so the ability to craft effective e-mails is now a very necessary sales skill.

It is important to note, that e-mailing remains a limiting form of communication in that:

It may not be read by the prospect.
It may only partially be read by the prospect.
It remains one-way communication unless the prospect decides to e-mail you back.
You cannot see or hear the prospect’s initial reaction to the e-mail.

So the first important consideration for a salesperson is when to use e-mail?

In sales, e-mails work well as a secondary means of communication, for instance to recap on what was said at a sales meeting, or to confirm actions that will take place between conversations.

Remember; even when using e-mails in this way, it is always prudent to first ask the prospect how they would prefer to be contacted. The way and methods that you use to communicate with an individual prospect should very much depend on the person.

E-mails work much less well as a primary means of communication, and it is here that the majority of salespeople struggle with e-mails. E-mails should only be used as a primary means of communication, where traditional means are impossible or will take too long.

While the following tips are intended to help with creating e-mails as primary communications/introductions, 1 and 3 will also work well with e-mails used as a secondary communication.

1. Subject Line/Title is critically important.

The subject line is of critical importance as to whether or not the recipient decides to open the e-mail. Marketing type e-mails that make claims and promises rarely get opened. The key points here are to create a title that stands out from the crowd and is personal, so knowing and putting the prospect’s name in the title will help in this regard. Telling the prospect why you are e-mailing is also important, so the title might read something like this:

Example

“Hi John - Denise Smith, your Marketing Manager, asked that I Speak to You Directly”

It also a good idea to at least customise the first paragraph of the e-mail as many prospects may only read the first few lines.

2. Keep the Text Short, Simple and to the Point.

Introductory e-mails are just that, an introduction so don’t go in to great detail about your products. The objective here is to create the opportunity where you can speak to the prospect in more detail.

Example

“Hi John,

My name is Niall Devitt, I’m a sales training consultant with Btb Training.

Btb Training provides highly customised sales training programmes with planned ROIs.

Denise though we would be a great fit for what you do, specifically around up skilling the sales team to:

Deal more effectively with prospects when faced with competitors
Countering the belief for price cutting during the downturn”

3. Include a Call to Action

Always include a call to action but structure this in a way that is not dependent on this request.

Example

“I was planning to call you this Friday at 3pm to discuss further, if you would prefer a different time, just let me know. Should you require any further info at this stage, you can get me on this (number) or by e-mail”

Summary

Only choose to use e-mails as a primary means of communication in special circumstance. Even when using e-mail as a secondary tool, check with prospect first. The title/subject line is the most important piece of text; keep away from sales/marketing language. To help stand out, find out and include the person’s name in the title text and tell them why you are e-mailing. Keep the body of the e-mail short and to the point and always include a call to action.

Related Articles
  The Perfect Sales Tool
  The Forgotten Art of Conversation
  “Six Strategic Steps To Improve Your Emails, According To Your Strategic Thinking Business Coach”
  Exactly How To Use Autoresponders To Make 10K+ a Month! ~ SECRET FINALLY EXPOSED
  How To Close More Sales

Article Tags: conversations, critical importance, crowd, e mail marketing, initial reaction, introductions, means of communication, prospects, recipient, sales skill, salespeople, salesperson, struggle, subject line



Related Forum Posts
Online Sales and Marketing vs Traditional - Hi Evan, I am noticing that many of the posts in the Sales/Marketing section deal with online marketing, SEM and and SEO and Affiliates. I was wondering if it might be a good idea to separate that section into two; 1) Online Sales and Marketing; 2) Traditional Sales and Marketing
Re: Online Sales and Marketing vs Traditional - [quote="ltrahan":31w9r2iz]Hi Evan, I am noticing that many of the posts in the Sales/Marketing section deal with online marketing, SEM and and SEO and Affiliates. I was wondering if it might be a good idea to separate that section into two; 1) Online Sales and Marketing; 2) Traditional Sales and Marketing[/quote:31w9r2iz] I second the request...
Web magazine publisher - My duties 1) Research the articles that goes into each of my webzines - science fiction in all media, various sports (Yay, Lady Vols, 8th championship in 2008, by the way!) 2) Write the articles 3) Format and upload them to the web 4) Email and network various contacts to get out the word that new articles are available. 5) Email authors, actors, etc. etc. to see if they want to do interviews. 6) Advertise for more contributors - and then edit and upload their material!
Re: New Infographic: Top Ten Reasons to Partner with Someone - I like it. Simple yet informative. I also RT'd it for you.
Re: Is being too connected pushing your business forward or back - Good advice, Terrycan! Simple but necessary.


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

Tweet

Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!

Name:
Email:

Popular Articles

The State of the Sustainable Furniture Industry

Are You Too Good for Your Job?

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.