WHAT IF YOUR EMAILS COULD TRIGGER MORE SALES CONVERSATIONS?
Goal <ul><li>Produce emails so valuable buyers </li></ul><ul><li>consume it when it arrives </li></ul><ul><li>would pay for it if asked </li></ul><ul><li>take your call when you call them </li></ul>
Process Use emails to follow-up every conversation + trigger buyer actions that open the door to another conversation
What % of buyers say they’ve had a conversation with a sales person so valuable that they’d have paid for it if asked? 85% … but most say it’s happened *very* rarely Neil Rackham, best selling author, SPIN Selling
What emails work? Brevity w/clarity reduces burden Good stories engage It’s about them (not you) … right? Open with ‘the lede’ Double check you’ve said what you meant Just before you hit send … ask yourself …
Structure Thanks + Why you’re getting this Open with the ‘the lede’ Supporting details Invite conversation
Example Good to 'meet' you. Thanks for the chat. Appreciated the opportunity to compare notes. As a follow-up, some details which you may find helpful: When your Sales Reps can see + understand their Return-on-Effort, they'll go on to improve it. They'll win more business and speed up sales, as explained here Jim Dickie, of CSO Insights, sees enormous financial gains in firms able to shrink the their on-boarding times for new hires. Amacus' metrics on sales effectiveness deliver this on-boarding edge, as in this example Trust one or both of the above will make sense + prove helpful. Let's re-connect once you've had a chance to review. Regards, THANKS LEDE DETAILS INVITE
Be a Journalist Engage readers, fast 1 simple part trumps any complicated whole Every sentence matters Never over estimate what reader knows Never under estimate reader’s smarts SOURCE: 25 COMMANDMENTS FOR JOURNALISTS
Noone will ever complain that you made something too easy to understand. Tim Radford, Former Science Editor http://guardian.co.uk
What grade level are your emails written for? Grade 8 or less?
Brevity + Simplicity Brevity = 200 words or less Simplicity = Grade 8 or lower readability
Changing the dialogue [to be about them, not about you] increases deal size 21%. Eric Peterson + Tim Riesterer Conversations That Win The Complex Sale
What I Said I serve as an Academic Director at the Sauder School of Business, Executive Education, and I wanted to let you know about some of our upcoming offerings that might be of interest to you. We ’re very excited to be launching a new leadership program focused on corporate sustainability this fall. Driving Value through Corporate Sustainability is designed to leverage the corporate sustainability strategies of organizations like yours to enhance their reputation and shareholder value. I am the lead instructor along with Dr. Brian and Dr. Mary Nattrass who are world leaders in sustainability in business. We ’re hoping your organization will be a part of this ground-breaking inaugural program. Also this fall, we will once again be offering our extremely successful flagship residential leadership course, The Accelerated Leadership Program . This rigorous professional development program transforms senior level decision makers into exceptional corporate leaders. I co-direct this programme with Professors Dahl and Skarlicki and it has been one of our most succesful and highly rated courses. I will have one of my colleagues in Executive Education follow-up with you to discuss these two programs in more detail. In the meantime, if you ’d like more information about either of these programs, or any of our other offerings, please don’t hesitate to contact our Business Development Manager.
How I Said It 29% customer focused 231 words Grade 15 readability
What I Could’ve Said Based on your interests in the work of our Centre, just a quick note to alert you to a couple of our upcoming offerings which might be of interest to you. Driving Value through Corporate Sustainability is a new leadership program that lets firms like yours leverage corporate sustainability strategies to enhance firm reputation and shareholder value. Dr. Brian and Dr. Mary Nattrass, world leaders in sustainability in business, are the lead instructors, along with me. Our Accelerated Leadership Program lets firms like yours prepare exceptional leaders of tomorrow from your most valued senior level decision makers today. I co-direct this programme with Professors Dahl and Skarlicki and it has been one of our most successful and highly rated courses. Trust you ’ll find one or both of these information items valuable. I will have one of my colleagues in Executive Education follow-up with you once you’ve had a chance to review the above. Kind regards,
What I Really Could’ve Said SOURCE: WORDLE.NET
How I Could’ve Said It 47% customer focused 155 words Grade 13 readability
What I Said Good to 'meet' you. Thanks for the chat. Appreciated the opportunity to compare notes. As a follow-up, some details which you may find helpful: When your Sales Reps can see + understand their Return-on-Effort, they'll go on to improve it. They'll win more business and speed up sales, as explained here Jim Dickie, of CSO Insights, sees enormous financial gains in firms able to shrink the their on-boarding times for new hires. Amacus' metrics on sales effectiveness deliver this on-boarding edge, as in this example Trust one or both of the above will make sense + prove helpful. Let's re-connect once you've had a chance to review. Regards,
How I Said It 95% customer focused 106 words Grade 4 readability
Am I Pressing Hot Buttons? Profile the Buyer Profile the Account Meeting Notes Compare Wordles to Your Message Wordle
Pause Before You Click Read it aloud to yourself If I heard this ‘on the street’, would I lean in and take notice? Am I offering something the reader will see as really timely + valuable?
What Emails Work? Brief Engaging Customer focused Not a burden to read Surprisingly valuable … … as a reflection of brand YOU
Norms 2-3x increase in click thru rates 35-45% of all conversations trigger buyer actions Best-in-Class: 75-85% of all conversations trigger buyer actions
Takeaway You ’ll trigger more buyer actions … have more conversations ... and earn more cash. When conversations are the key to cash … use emails to service conversations … creating value for the buyer …
Your customers have changed. How you find them and engage with them has changed too. It ’s more important than ever for sales organizations to recognize this opportunity to build relationships and generate new leads using social media. The problem is what tools to use, metrics to track and how to train them. In this session, you will learn about the 5 easy steps you should take, that will empower a sales team to engage with customers in social networks. You will also learn what tools work best and how to measure the results.
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