Getting prospects to read your e-mails

E-mail is far from the ideal way to contact a prospect or an advertiser. That pesky little delete button up in the right hand corner of the keyboard makes it way too easy for clients to blow you off. Unfortunately sometimes e-mail is the only way to get your message to a decision maker. This makes mastering the art of the e-mail a crucial skill for the 21st century salesperson. Here are a couple of things to remember before you click "SEND"

"You never get a second chance to make a good 1st impression!"

When you visit a customer at their place of business, the first few seconds of the call sets the tone for the rest of the meeting. A salesperson greatly increases their chance of success if they kick off the call by saying something that engages and interests the customer. This is even more important when sending an e-mail. On a face to face call, your smile or a firm handshake may help open the door. When all you have is a few words in times new roman on the client's monitor, your words have to do the job all by themselves.

Make sure your subject line offers a benefit to the reader. Talk about helping them or making them money. Remember the Internet is the "Information Superhighway". Offer the reader some information that offers a benefit. A subject line that says something like "What businesses in your area are doing the drive sales" or "How Joe's Bakery attracts new customers" uses the readers natural curiosity to inspire readership.

The first paragraph of your message should also be focused on the benefits to the customer. Many people scan the opening of the message in the "preview frame" of their inbox. Your goal is to get them to open your message and read it. If your first few sentences intrigue them this is just what they will do.

E-mail makes communication quick and easy. It is tempting to dash off a message and click send without giving what we're saying much thought. Taking the time to carefully craft a sales e-mail is well worth the effort. One of the benefits of using e-mail is the written word allows you the time to choose words that clearly convey your message. Thinking about what you want to say, and even more important, what the prospect wants to hear is the key to getting your message read. An E-mail may not make a sale for you, but it can help you get an appointment so that you can make one.

Thanks for reading. Let me know what you think.

Jim B.