7 Pitfalls Of Using Email To Sell

7 Pitfalls Of Using Email To Sell



7 Pitfalls of​ Using Email to Sell

* Fear of​ rejection. ​
The sheer negative force of​ anticipating rejection makes people turn to email to generate new prospect relationships because it​ hurts less to not get a​ reply than to hear that verbal no.


* Getting blocked by gatekeepers and ​ voicemail. ​
When salespeople dont know how to break through the barriers of​ gatekeepers and ​ voicemail, they start thinking, Forget it​ its not worth the aggravation, and ​ it​ takes too much energy. ​
Ill just email instead.


However, when you try to use email to offer your product or​ service to someone who doesnt know you, you cant possibly establish the natural dialogue between two people that allows the trust level to reach the level necessary for a​ healthy, longterm relationship.


We all know how much everyone hates email spam, but even so, many salespeople are still sending introductory emails to decisionmakers. ​
They feel that, because theyre from a​ credible organization, they wont be associated with the negative image of​ a​ spam solicitor.


However, these introductory emails typically contain the traditional threepart sales pitch the introduction, a​ minipresentation about the products and ​ services being offered, and ​ a​ call to action and ​ this traditional selling approach instantly tells the recipient of​ the email that your only goal is to sell your product or​ service so you can attain your goals, and ​ not theirs.


If youre still using email to sell, watch out for these 7 pitfalls


1. ​
Avoid sales pitches. ​
if ​ you feel you must use email to start a​ new relationship, make your message about issues and ​ problems that you believe your prospects are having, but dont say anything to indicate that youre assuming that both of​ you are a​ match.


2. ​
Stop thinking that email is the best way to get to d ecisionmakers. ​
Traditional selling has become so ineffective that salespeople have run out of​ options for creating conversation, both over the phone and ​ in person. ​
However, its best to view email as​ a​ backup option only, not as​ a​ way to create new relationships. ​
Try to use it​ primarily for sending information and ​ documents after youve developed a​ relationship with a​ prospect.


3. ​
Remove your company name from the subject line. ​
Whenever you put your company and ​ solution first, you create the impression that you cant wait to give a​ presentation about your


product and ​ services. ​
Your subject line should be a​ humble reference to issues that you may be able to help prospects solve.


4. ​
Stop conditioning your prospects to hide behind email. ​
When you email prospects, its easy for them to avoid you by not responding. ​
Also, they get used to never picking up the phone and ​ having a​ conversation with you and ​ they may want to avoid you because theyre afraid that, if ​ they show interest in what you have to offer, youll try to close them. ​
This creates sales pressure the root of​ all selling woes. ​
This avoidance becomes a​ vicious circle. ​
if ​ you learn to create pressurefree conversations, youll find that youll start getting phone calls from prospects who arent afraid to call you.


5. ​
Avoid using email as​ a​ crutch for hand ling sticky sales situations. ​
Are prospects not calling you back? Many salespeople who call me for coaching ask how they can get themselves out of​ sticky situations with prospects but the emails theyve sent have already triggered those prospects to retreat. ​
Its tricky to come up with the correct softening language in an email that will reopen a​ conversation with a​ prospect who has decided to close off communication direct, persontoperson phone calls or​ meetings are much easier and ​ more human.


6. ​
Avoid using I ​ and ​ we. ​
When you start an introductory email with I ​ or​ we, you immediately give the impression that you care only about selling your solution, rather than being open to a​ conversation that may or​ may not lead to a​ mutually beneficial match between what you have to offer and ​ the issues your prospect may be trying to solve. ​
if ​ you can change your sales language to a​ natural conversation, your prospect will be less likely to stereotype your message as​ a​ spam solicitation.


Finally...


7. ​
if ​ you can, stop using email selling altogether. ​
There is a​ way to renew your confidence and ​ eliminate your reluctance to picking up the phone and ​ have pleasant conversations with potential prospects. ​
Learn a​ completely new way of​ working with gatekeepers that will get you past voicemail and ​ to your decisionmakers without the rejection and ​ frustration that are inevitable with traditional selling approaches. ​


For all these reasons, you should think of​ email as​ your last resort. ​
if ​ you can learn to pick up the phone without fear, start a​ trusting conversation with a​ gatekeeper, learn how to go beyond voice mail and ​ find your decisionmakers, youll join the many who have made their own personal selling breakthrough.





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