Do you send emails to potential clients instead of calling them?
Is email your preferred sales tool because it allows you to avoid the rejection that you fear when making real cold calls? are
you still waiting and waiting for the response emails from potential customers that will give you the green light to move the sales process forward?
It’s sad, but true: these days, most people who make a living from sales spend 80% of their time communicating with potential buyers via email, instead of picking up the phone and talking to them. Are you one of these people? If so, you are not alone…but do you understand why you turned to email instead of personal contact? I think there are 2 main reasons behind this sad trend:
Fear of rejection. The sheer negative power of anticipating rejection makes people turn to email to create new relationships with potential customers, because not getting a response is less painful than hearing that verbal “no.”
Blocked by gatekeepers and voice mail. When sales professionals don’t know how to break through the barriers of gatekeepers and Voicemail, they start thinking, “forget it-it’s not valuable making things worse, and it takes too much energy. I’ll just email you.
However, when you try to use email to offer your product or service to someone who doesn’t know you, you can’t establish a natural dialogue between two people that allows the level of trust to reach the level needed for a healthy, long-term relationship.
We all know how much every person hates email spamming, but even so, many sellers still send introductory emails to decision makers. They believe that because they are from a trusted organization, they will not be associated with a negative image of a spam lawyer.
However, these introductory emails usually contain a traditional three-part advertising pitch-an introduction, a mini-presentation about the products and services offered, and a call to action-and this traditional sales approach instantly informs the email recipient that your only goal is to sell your product or service so that you can achieve your goals, not theirs.
If you’re still using email for sales, keep an eye out for these 7 pitfalls:
Avoid trading platforms. If you feel that you should use email to start a new relationship, make your message about the issues and issues that you think your potential clients are having, but don’t say anything that would indicate that you assume that you are both right for each other.
Stop thinking that email is the best way to reach decision makers. Traditional sales have become so inefficient that sellers have exhausted all opportunities to create a conversation, both over the phone and in person. However, it’s best to consider email only as a backup, not as a way to create new relationships. Try to use it primarily to send information and documents after you have established a relationship with a potential client.
Remove your company Name from the subject line. Whenever you put your company and solution first, you give the impression that you can’t wait to present your product and services. Your topic should be a modest reference to problems that you can help potential clients solve.
Stop teaching your potential customers to hide behind email. When you email potential customers, they easily avoid you by not responding. Also, they are used to never picking up the phone or talking to you-and they may want to avoid you because they are afraid that if they show interest in what you have to offer, you will try to shut them down. This creates pressure on sales-the root of all sales problems. This avoidance becomes a vicious circle. If you learn how to create conversations without pressure, you will find that you will start getting calls from potential customers who are not afraid to call you.
Avoid using email as a crutch to solve sales problems. Don’t prospects call you back? Many salespeople who call me for coaching ask how they can get out of sticky situations with potential customers, but the emails they sent have already caused these potential customers to back off. It’s hard to come up with the right softening language in an email that will reopen a conversation with a potential client who has decided to stop communicating-direct, personal phone calls or/and meetings are much easier and more professional.
When you start an introductory email with ” I ” or “we”, you immediately get the impression that you only care about selling your solution, and not being open to a conversation that may or may not lead to a mutually beneficial match between what you have to offer and the problems that your potential client may be trying to solve. If you can change your sales language to a natural conversation, your potential customer will be less likely to perceive your message as a spam request.
If you can, stop using email for sales altogether. There is a way to restore your self-confidence and eliminate the reluctance to pick up the phone and have pleasant conversations with potential potential customers. Learn a whole new way to work with gatekeepers that will help you overcome Voicemail and reach out to decision makers without the rejection and frustration that are inevitable with traditional approaches to sales.
For all these reasons, you should use email marketing professionally rather than just spamming the things. and If you learn to pick up the phone without fear, start a trusting conversation with the gatekeeper, learn to go beyond voice mail and find the decision makers, you will join the thousands of people who have made Unlock the Game ™ a breakthrough the most natural and effective way to create sales opportunities.