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"I always hear people talking about how e-mail is today's
'killer app,'" my coaching client Janice told me when we
were discussing ways of making contact with prospects.
"But I'm afraid that people will think I'm spamming them if
I try to e-mail them when we haven't met yet. I know I hate
spam with a vengeance!"
"You're not the only one," I told her.
"Spammers have just about destroyed e-mail as a legitimate
selling tool, but there are still ways you can use it to
open communication rather than shutting it down right off
the bat. E-mail is still a totally appropriate way of
communicating with someone -- as long as you use language
that doesn't trigger the "salesperson" stereotype."
First, we'll take a close look at one example of a "cold
introduction" e-mail that uses the traditional sales
mindset.
Then we'll apply the Unlock The Game™ mindset so you can get
an idea of how to create e-mails that won't trigger the
negative "salesperson," or even "spamming salesperson,"
stereotype.
This e-mail is a real example that one of my coaching
clients sent to me for comments and suggestions:
My name is Michael Johnson and I am with XYZ company. We are
the leading provider in back-office operations software with
many clients such as XXX, YYY, ZZZ.
I'm writing you to see if you or your company would be
interested in a demonstration of our software. It would be a
brief 15- to 30-minute demonstration that we could do at
your convenience.
Our website, dogandponyshow.com, lists many testimonials
from customers that describe how we have improved their
productivity, as well as complete details about our products
and services.
I'll give you a call later in the week to see if we can set
up a time for the demonstration.
Sincerely,
Michael Johnson
Productivity Consultant
XYZ Software
On the surface, it looks innocent enough, but take a moment
and ask yourself what your instant reaction would be if it
arrived in your e-mail box.
The problem is that this message violates the core
principles of the Unlock The Game™ mindset by creating the
impression that the sender's only concern is making a sale.
How?
My name is Michael Johnson, and I am with XYZ company. (Starting a conversation without asking a question can be
perceived as an intrusion. Also, starting out with "My" and
using "I" immediately focuses the conversation on you, not
on your prospect.)
We are the leading provider in back-office operations
software with many clients such as XXX, YYY, ZZZ. (This
sentence is a mini-presentation designed to show off your
client list. The writer is assuming that the prospect is
already interested in the sender's software. He's also
assuming that the prospect has a problem to be solved and
that his company's product can solve it.)
I'm writing you to see if you or your company would be
interested in a demonstration of our software. It would be a
brief 15- to 30-minute demonstration that we could do at
your convenience. (Offering to demonstrate a solution
without first determining any problem is likely to set off
negative sales alarms.)
Our website, dogandponyshow.com, lists many testimonials
from customers that describe how we have improved their
productivity, as well as complete details about our products
and services. (This paragraph continues the barrage of
information, all based on the assumption that the reader is
interested. If he isn't, however, this writer has come
across as a typical "salesperson." He has communicated that
he and his company are aggressive and interested only in the
sale, rather than in taking the time to build trust and get
to know the issues and problems that face potential
customers.)
I'll give you a call later in the week to see if we can set
up a time for the demonstration. (This is the usual
"assumptive" close used by most traditional salespeople.
However, it only reinforces that this e-mail is an obvious
attempt to get an appointment so the sender can make a sale,
rather than opening communication so the sender can
understand the reader's world. )
Sincerely, ( This is the traditional cold and aloof
closing.)
Michael Johnson
Productivity Consultant
XYZ Software
My comments (bolded) zero in on the specific wording and
phrases that feed the negative sales stereotype and give the
impression that the writer cares only about the sale.
The problem is -- even if your intentions are honest and
sincere, e-mails like this are more likely to burn bridges
than to build trust.
There is a better way.
Here's the same e-mail, but rewritten from the Unlock The
Game™ mindset.
My comments show the reasons behind the phrases and why they
both reduce potential sales tension and increase the chances
of a favorable response.
Not sure if you can help me, but thought you could possibly
point me in the right direction. (By starting off from a
position of humility rather than with the typical assumptive
introduction, and by asking for help, this e-mail gives the
reader a chance to either tell the sender that he has
reached the right person or to refer him on to someone else.
)
Would you happen to know who in your organization would be
responsible for diagnosing and solving productivity issues
related to your technology infrastructure -- specifically,
underperforming servers, outdated software upgrades, or out-
of-date computer hardware? (Rather than offering solutions,
the writer is addressing very some real problems and issues
that may exist in the reader's company. In other words, the
e-mail is about the receiver, not the sender. Also, the
writer doesn't mention any demonstration because problems
must always come first, and the solutions later. )
I'm with XYZ company, and we specifically help companies
solve these types of issues. ( This reinforces that the
writer's company solves problems.)
Any help you could provide would be very graciously
appreciated. ( This statement expresses the warmth of the
writer's gratitude in advance.)
Warmest regards, (The warmth of this closing humanizes the
whole communication. )
Michael Johnson
Productivity Consultant
XYZ Software
How do you think you would react if you received this e-
mail?
Perhaps you would give a sigh of relief because you wouldn't
be feeling any sales pressure from this stranger you've
never met.
This example shows that, even though e-mail is basically an
impersonal one-way form of communicating, the Unlock The
Game™ mindset can humanize the connection.
When you give prospects a chance to respond to your request
for help, you increase the possibilities for two-way
communication and trust-building.
"Always pay attention to how words and phrases that are
typical of the traditional selling mindset can make you come
across as a spammer," I told Janice.
You might want to start reviewing your e-mails to prospects.
Does your message focus on discussing you and your solution,
instead of your prospects' issues or problems?
If you start to rethink and change your language, you may
find yourself with more sales than you thought possible.
The basic principle is simple: Avoid self-sabotaging sales
language.
A few weeks later, Janice reported back to me that she had
been getting much more favorable responses, leading to more
phone conversations with new prospects.
Try it yourself -- and do let me know how it goes.
» left by Anonymous (1 year 12 days ago.)
dear,
from the revised email, it appears that the sender has not done his/her homework as to whether the person getting the email is right party contact or not..which is very poor..It is assumed that you will do a research of whom you are sending the email..and false ignorance is not too good. Respond to this comment
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Article added to SearchWarp.com on Tuesday, September 20, 2005 View other articles written by Rodney Boettger(217)
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