7 Pitfalls of Using Email to Sell

7 Pitfalls of Using Email to Sell


Why would you use email for marketing and selling. Well it is one of the most powerful methods to reach millions of potential customers. It is also psychology.Fear of denial. The sheer negative force of anticipating rejection makes people turn to e-mail to produce new prospect dealings because it hurts less to not get a reply than to hear that verbal “no.”

Getting blocked by gatekeepers and voicemail. When salespeople don’t know how to break through the walls of gatekeepers and voicemail, they start thinking, “Forget it — it’s not worth the aggravation, and it takes too much energy. I’ll just e-mail instead.”

But there is also a dark side to this.

When you try to use e-mail to offer your product or service to someone who doesn’t recognise you, you can’t possibly create the natural interchange between two people that lets the trust level to reach the level needed for a healthy, long-term relationship. Which results in more sales and good word of mouth marketing.

We all know how much every person hates e-mail spam, we all get it. Cleaning out your junk email has become a common everyday task. But even so, many salespeople are still sending introductory e-mails to decision makers. They feel that, because they’re from a trustworthy organization, they won’t relate to the negative image of a spam sender.


However, these opening e-mails classically contain the traditional three-part sales pitch — the introduction, a mini-presentation about the products and services being offered, and a call to action — and this out-dated selling approach instantly tells the recipient of the e-mail that your only goal is to sell your product or service. People are now so used to seeing this format that they don’t even need to read the email to know that it is spam. These emails are so you can attain your goals, your sales and not theirs. Emails are still one of the most powerful ways to get to your customer but just be mindful of the pitfalls.

email marketing


So if you’re still going to use email to sell, watch out for these 7 pitfalls:


1. Avoid sales pitches. If you feel you must use e-mail to start a new rapport, make your message about issues and difficulties that you believe your prospects are having. But don’t say anything to indicate that you’re assuming that both of you are a match, and your product would be able to fix it, well not on the first email.


2. Stop thinking that e-mail is the best way to get to main decision makers. Traditional selling has become so unsuccessful that salespeople have run out of options for creating dialog, both over the phone and in person. Though, it’s best to view e-mail as a backup option only, not to create new relationships but to may be follow up and keep it going. Such as to use it primarily for sending information and documents after you’ve 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 can’t wait to give a demonstration about your product and services. Your subject line should be a modest reference to issues that you may be able to help prospects solve.


4. Stop conditioning your prospects to hide behind e-mail. When you e-mail prospects, it’s 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 they’re afraid that, if they show interest in what you have to offer, you’ll try to close them. This generates sales pressure — the root of all selling woes. This evading becomes a brutal circle. If you learn to create pressure-free conversations, you’ll find that you’ll start getting phone calls from future clients who aren’t afraid to call you.


5. Avoid using e-mail as a crutch for handling tough sales situations. Are your future clients not calling you back? Many sales people look for coaching ask how they can get themselves out of sticky situations with future clients. But the e-mails they’ve sent have already caused those prospects to withdrawal. It’s tricky to come up with the correct relaxing language in an e-mail that will re-open a conversation with your future clients who has decided to close off communication. So, you should try the direct approach, person-to-person phone calls or meetings are much easier and more human.


6. Avoid using “I” and “we.” When you start an introductory e-mail with “I” or “we,” you instantly 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 equally beneficial match between what you have to offer and the issues your future clients may be trying to solve. If you can change your sales language to a natural conversation, your future clients will be less likely to think ‘SPAM’ about your email and applying the stereotype to your email address and company.


Finally the last pitfall in this article.

7. If you can, stop using e-mail selling altogether, you may not be able to completely but at least try to reduce. There is a way to renew your confidence. Eliminate your unwillingness 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 e-mail 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 decision makers. You’ll join the many who have made their own personal selling breakthrough. This will not be easy but give it a try it just may help you break through the rough patch you’re in or push those extra sales through.

Originally posted 2017-09-18 08:14:46.


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