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Email writing pointers

by perfectD76
4 replies
Hi all,

I have been out cold caling today and have been asked to send some information out via email. I have done this previousl but never got a reply back from any of them, so obviously something isnt working. Most customers just want me to send out a pricelist but I dont really like doing this as this doesnt give me the chance to explain why we might charge more than competitors etc etc. I basically would like to arrange an interview so I can speak to them in person about the benefits or product can give them. I would just like a a brief outline of what the key points are to include in the email to give me the best chance of getting that appointment. Any hep would be gratefully appreciated cheers.
#email #pointers #writing
  • Profile picture of the author BrianMcLeod
    Sales 101:

    When someone tells you to "send them some information" you should interpret that as:

    "Please take a long walk on a short pier..."

    They're politely blowing you off, not asking for information because they're interested in what you're offering.
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    Brian McLeod
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  • Profile picture of the author Jason Kanigan
    There IS a personality type that likes receiving and processing info by email...but 99% of the time, the situation Brian described is what happened.

    It's pretty difficult to genuinely qualify someone Out of your opportunity. You can't accept this kind of brush-off. Remember, people have this knee-jerk reaction because they're scared of being ripped off by bad salespeople (you and me, too, when we're prospects). So you have to push back a bit.

    "Sure, I could send you something by email...problem is, what we have for hardcopy marketing material is a bit generic. I don't know enough about your situation in order to send you something that talks specifically about what you're experiencing. Can you share with me a little about what's going on in your world, and how you think that matches up with what I do, so far?"

    We're digging, here. We want to find out if there's any reason to continue talking. If the prospect does say something specific about how their problem relates to your solution, now you have the foundation for dialogue.

    Another way:

    "Sure. I can send you something by email." Now we reverse. "Can you share with me what that will help you decide?" ... "And how long do you think it will take for you to get around to reading the info, and deciding whether it's something you want to discuss in more detail with me?" ... "So we should calendar a conversation on that day? Morning or afternoon?"

    The key here is to get a decision and a conversation about it. Don't let them shrug you off.
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    • Profile picture of the author perfectD76
      Ah ok well there is the answer to why I dont receive any replies. So Jason you are saying be persistent try and get that appointment. I like both your examples and will be giving them a try. Do you think I should send the information to this client and then move on and learn that whenever your asked to send some info its a polite way of telling you where to go !!
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