Winning and Losing Sales With Email

I have been looking into some software options shopping around with different companies.  Most have comparative prices so that’s not a huge consideration, however, the product itself is extremely important aspect to me.  In starting trials of these products I’ve been contacted by sales representatives, which is to be expected.  In the communications I’ve received via email I have noticed significant differences.

First: Nurture Emails – Some companies send plain text which look more transactional than encouraging to use, learn, etc.  Some don’t send any at all.  My personal preference is for a short and sweet HTML email that offers links to relevant information such as a “Getting Started” guide or video so I can get started at my convenience.

Second:  Communication style I emailed some questions to each of the companies. From one company I received clear answers to each question in a professional format. From other companies, I didn’t receive answers to my questions and was asked in a rude tone if I would be shopping based on email information only and that they would prefer a call to discuss.

Sale ClickThe reality: I liked both products equally. As a result, the emailed sales communication I’ve received weighed heavily on my decision.  This reminds me how important it is to read the customer.

  • Do they work better over the phone or through email?
  • What information are they asking for and how can you give them what they want while at the same time trying to follow your sales strategies?

Here are some tips:

  • Make sure that your emails always look professional and provide relevant information.
  • Make sure to follow these email communications up with phone calls to ensure you’re hitting all of the possible ways the customer likes to communicate and you can utilize your best sales strategies.
  • Pay attention to to individual’s responses and tailor your sales actions to the customer.
  • Always respond to emails in a professional and respectful tone.
  • Respect the customers communication style and email if they want email or call if they want calls.

Sales are won and lost everyday and sometimes, your email communication may be what loses you the sale. Create sales strategies that include professional email communication along with other communication methods to see more sales through to the close.

About Kassi Johnson

Kassi has been enjoying her time working with Swiftpage since January of 2008. Kassi manages the Swiftpage Technical Support and Customer Care departments. When not working Kassi it typically spending her time practicing Nia, which she hopes to become an instructor in, or on the next adventure that Colorado has to offer her. In addition to finding extreme pleasure in working with Swiftpage she also enjoys spending time in the mountains, making jewelry, painting, spending time with her dog or playing racquet ball.

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