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While face to face meetings and phone contact still reign in the sales world, it is the successful salesperson who exploits the time saving features and functionality of email to achieve their sales goals. But in order to do that, there are some rules you'd be wise to embrace. Remember the following when using email in your sales effort:
Develop Your Writing Style.
Take a sample of one of your emails and have a colleague review it, preferably someone whose writing you've found to be good. Ask for some constructive criticism on your writing. Is it clear? Is your thought process well organized and easy to follow? Too wordy? Not clear enough? Make sure that you get feedback for several types of your typical communication: an introduction to a prospect; a confirming appointment note; correspondence accompanying a proposal; and negotiations correspondence.
Take the feedback and incorporate it in your future emails. And don't forget to change your style when your customers change. One client we know used a jargon-heavy, technical style of writing that turned off his new accounts who couldn't tell what he was talking about. Don't let that happen to you.
Also, make it a practice to use the spell check feature of your email program. There's nothing more embarrassing than to receive a reply to an email you've sent pointing out spelling and punctuation errors you've made. For critical customer communications, read through the text of your message several times before hitting "send" to catch grammar, syntax and capitalization errors.
Avoid Writing When Angry.
We've all been there. A prospect or customer has been stalling you in the worst way for weeks and won't return your calls. You really want to fire up your machine and "download" on them.
A valuable tip: wait 24 hours, calm down and if you insist on writing the offending party, keep it "above board" and "on business." Don't ever let your emotions poison your communication. Vent your frustration through some other means
Jim Kasper is the Founder and President of Interactive Resource Group. Mr. Kasper has over 26 years of practical experience in direct sales, sales management, sales training, and marketing. Contact him at www.salestrainers.com or call 800-891-7355
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