OK, let’s start with this truth – there is no avoiding email. In our electronic age, email is as real as gravity and despite the impact of text mail and instant messaging, in the sales cycle, email is still king.
There are about 124 billion emails sent each day and an executive can expect to get 150 – 250 every single day. So, if you love email as part of your sales process, you might want to re-think about its overall impact. It’s just part of the communication map and it’s up to you where to place it in the journey of your sales activity.
How to Get the Most Out of Your Emails
When we started talking about communications and building relationships with million dollar sales professionals we heard about how they think about every form of communication they use, including email. Their answers, behaviors, and perspectives about communicating formed Secret # 9 – SELL SMART. Here are some things that could help you, a link to a podcast we did on the subject, and some helpful statistics for you to take a peek at.
AT THE BEGINNING
Pinnacle sales performers know the value of the “beginning” of building a relationship. They set the table when the sales process/relationship building starts. The key question is; tell me how you like to communicate? Let the client open the door for your sales communication strategy. If the answer is email, a million dollar producer might ask; you must receive hundreds of emails a day, is there anything I can do to gain your attention? Can I add something to the subject line? Let the client help design the communication approach.
KNOW THE GOAL
In a well-laid plan, every piece has its place. Email fits that description. Email has its place. Think like a million dollar seller; what is the goal of this communication? What is the desired outcome? Is it a “please do this” or an “ask” for something communique? Think of it as strong and weak actions. Strong actions probably are best served in person or on the phone, but a weak push, like sending support material can be best served by an email. Sales professionals THINK, they PLAN and choose the right communication tool to serve the object of the interaction.
THE ENERGY OF THE PLACE
A good sales process is about energy and momentum. Each part of a sale process generates a form of force. Force can change momentum. It can affect the magnitude and direction of the action. Email can play a key role in the level of energy you find the relationship developing. Email is a great tool for touching base, checking on an action item or just following up during the sales cycle. It’s low on the energy scale and can, at times, carry momentum, but it’s really hard for an email to generate momentum. So place your use of email in-line with the momentum of the sale’s progression. Here is a simple rule – three unanswered emails, pick up the phone or get in the car.
The key is not to allow yourself to simply default to an email and consider it a full next step in procuring a sale. An email is simply a communication tool. Million dollar producers have a lot of tools in their toolbox and you won’t find them looking for the easy way through a sale!