"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.
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?
There is a better way.
Here's the same e-mail, but rewritten from the Unlock The Game™ mindset.
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.
- Should You Use Sales Letters Before You Cold Call
- Cold Calls – A New Way to Open – Cold Calling Tips to Create Openings for Real Conversation!
- 7 Pitfalls of Using Email to Sell
- 7 Cold Calling Secrets Even The Sales Gurus Don’t Know
- Sales Therapy 101: Breaking Your Fear of Cold Calling
- Aikido and The Art of Selling
- How to Stop Cold Calls from Feeling Intrusive
- How to Stop Your Cold Calls From Losing Steam
- 7 Ways to Stop "Selling" & Start Building Relationships
- 7 Ways to Cut Loose from Old Sales Thinking
- The E-mail You Save May Be Held Against You