The Role of Email in Your Sales Cycle

 

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!

Dealing with Objections and the Parade of “No’s”

 

Every great sales person knows this – there is space between cause and effect, between the starting of a sale and the closing of a sale. In essence, this is why it’s called a “sales process.” This is about getting to YES and that space between cause and effect is often separated by a parade of NO’S.

The idea of facing buyer objections is as integrated into any sale and is as common to the profession as the morning coffee. Great producers are all over the idea of NO.

 

Secret #14: Embrace the Dark Side

 

EMBRACE THE DARK SIDE is all about the attitude and behaviors surrounding this core aspect of the sales profession – objections and how top professionals embrace it.

Here is the interesting part, sales people know the types of objections they will face are well ahead of trying to make the sale. Most receive specific training around them.  It’s not a secret or some type of unexpected detour designed to throw you off your game. These are known elements in the sales process and great sales people focus on known elements.

 

The Big 3

 

  • Price: Every pro is ready for this. It’s the start of the classic haggle process. Great sales pros don’t fight their battles here. It’s a losing game. They shift the conversation to defining the objection around value. Here is what makes them million dollar producers; they are subtle about this shift. They LISTEN, before they move the conversation to value. When positioned with the right knowledge, value will win over price. 
  • Complacency:  This is the shoulder shrug. Great producers in the book could see this coming from a mile away. The potential buyer likes the way things are. This is about their current reality. Million dollar producers love using a buyers’ current reality. It allows them to paint a picture of a different future, a future where their product or service will create an impact. Establishing a current reality provides a shared starting point between buyer and seller. It is an opportunity to tell stories of other successes and gives them something REAL to build a sales story around.
  • Fear of Change:  This is a tightly held rope often connected to complacency. It is what the buyer’s shoulders have to bear, accountability for the purchase. It’s the responsibility for rocking the boat and the potential for blame. It’s fear of making the wrong choice. A pinnacle sales performer loves the fear of change. The buyer thinks of themselves as all alone, as an island of possible fault. A million dollar seller immediately creates the shared burden of the deal. Many sales people in the study called this their – “we are in this together” moment. This shared moment forms the foundation of what will become a relationship. The sales person becomes a partner!

 

 


 

If NO is the worst thing you can hear and it stops you in your sales tracks, remember that NO creates strategies for a million dollar sellers. It’s not a stop sign but an opportunity to prove their worth, create a relationship, and gather critical data that can be applied to future objections.

Secret # 14, EMBRACE THE DARK SIDE, is about the power that million dollar sellers have discovered in the leverage of NO.