How to write effective emails that translate naturally into sales conversations on the phone.
This PDF is for Birmingham sales people, MDs, managers, sales managers, directors and business owners committed to successful selling.
Tom Mallens
A-Player Sales Team Development in Birmingham and the Midlands
Coaching. Consulting. Training >>> People. Processes. Plans
Tel: +44 (0)121 222 5590
Why Salespeople Fail . . . and what you can do about it!Tom Mallens 📈 💯
It's very hard to succeed in sales unless you know and understand the causes of failure. Otherwise, you're left to guess at what will work based on what everyone else is doing and - by definition - what everyone else is doing only generates mediocre results.
32 Marketing Tips That Never Go Out of StyleRich Brooks
Tired of chasing the next “big thing” in marketing? Maybe it’s time to get back to basics.
It’s that time of year again. All the prognosticators are telling us what’s coming next. All the “10 Marketing Trends for 2015″ posts. All the advice to make you nervous that you’re falling behind.
But the truth is, the more things change, the more they stay the same.
So, in the spirit of uncovering timeless strategies, we asked 32 of our all-time favorite marketers to share with us their best tips that never go out of style.
OK, we included ourselves, but that’s just because we wanted to rub shoulders with these luminaries.
Is your “evergreen” marketing tip in this list? If not, make sure you share it in the comments below.
Everything You Wanted to Know About LinkedIn, but Were Too Embarrassed to AskJonathan Rick
If you’re reading this, you no doubt have a LinkedIn profile. What you may not have is a comprehensive understanding of LinkedIn’s hidden powers — how it can transform your online presence from an afterthought into a model of thought leadership.
Become a Super Affiliate Marketing in 30 Days From The ScratchAndrewBrunson4
If you're feeding your family, would love to work with affiliate marketing but don't know how to start, please read this helpful ebook. It's the affiliate marketing challenge in 30 days and it will tell you the right mindset, right tools from Spencer Mecham, one of the best internet millionaire in the world.
Why Salespeople Fail . . . and what you can do about it!Tom Mallens 📈 💯
It's very hard to succeed in sales unless you know and understand the causes of failure. Otherwise, you're left to guess at what will work based on what everyone else is doing and - by definition - what everyone else is doing only generates mediocre results.
32 Marketing Tips That Never Go Out of StyleRich Brooks
Tired of chasing the next “big thing” in marketing? Maybe it’s time to get back to basics.
It’s that time of year again. All the prognosticators are telling us what’s coming next. All the “10 Marketing Trends for 2015″ posts. All the advice to make you nervous that you’re falling behind.
But the truth is, the more things change, the more they stay the same.
So, in the spirit of uncovering timeless strategies, we asked 32 of our all-time favorite marketers to share with us their best tips that never go out of style.
OK, we included ourselves, but that’s just because we wanted to rub shoulders with these luminaries.
Is your “evergreen” marketing tip in this list? If not, make sure you share it in the comments below.
Everything You Wanted to Know About LinkedIn, but Were Too Embarrassed to AskJonathan Rick
If you’re reading this, you no doubt have a LinkedIn profile. What you may not have is a comprehensive understanding of LinkedIn’s hidden powers — how it can transform your online presence from an afterthought into a model of thought leadership.
Become a Super Affiliate Marketing in 30 Days From The ScratchAndrewBrunson4
If you're feeding your family, would love to work with affiliate marketing but don't know how to start, please read this helpful ebook. It's the affiliate marketing challenge in 30 days and it will tell you the right mindset, right tools from Spencer Mecham, one of the best internet millionaire in the world.
How To Create The Perfect Outbound Email CampaignGuessBox
http://guessbox.io - This comprehensive guide explains the fundamentals of outbound email in the B2B. You will learn how to write high converting email copy, how to quickly choose engaging subject lines and what to do before and after in order to get the most value of email marketing.
Digital marketing introduction presentationLivia Oldland
Presentation slides from the digital marketing introduction workshop as part of Destination Digital business support programme from Connecting Cambridgeshire.
Want more information? Small businesses across Cambridgeshire and Peterborough can currently get free business support on using digital technology until March 2015.
More information here: http://destinationdigital.info/advice/
Networking as a Sales Tool - 5 Sure-Fire Steps to Increase Sales SuccessThe Chief Storyteller
Generally, a networking event is one big blind date. You never know who you will meet next. Networking is all about the deliberate development of professional relationships. Just as with personal dating, business dating takes time. You wouldn’t expect to get married on the first date. The same holds true with networking. Here are five sure-fire steps to make your networking more focused and effective to capitalize on opportunities, eliminate distractions, and increase your sales and development success.
Better Blogging for Better Results - 8 Tips to Generate Opportunities from Bl...The Chief Storyteller
On September 3, 2005, the screaming and shouting stopped. I finally gave in to writing my first blog. Back then, I did not have the appreciation for the power of blogging that I have today. Well-written, organized, and timely blogs offer tremendous benefits. If you look at social media today, blogging is rarely mentioned as a top application. And the irony is that, more likely than not, sites like LinkedIn, Facebook, and Twitter refer back to a blog entry as the source of the information. Here are 8 tips to generate more opportunities to connect quickly to your target audiences.
Is The Way We've Been Doing Marketing And Sales Broken?Drift
Here's how the traditional approach to marketing and sales works:
Step One. Get people to your website.
Step Two. Once people are on your website, get them to convert on a form.
Step Three. After they fill out a form, nurture them with emails and phone calls until they buy from you, unsubscribe, or even worse -- do absolutely nothing, forever.
Yes, I dramatically oversimplified the process, but stick with me for a minute.
Now that we laid out how traditional marketing and sales work, take a second and think about the way that you buy and behave as a consumer.
If you're anything like me, when you're thinking about buying something, I bet the last thing you want to do is fill out a form or talk to a sales rep.
You try to avoid those things at all costs. Because these days, we can find out just about everything we need to know before making a purchase, and many times, we can buy things or get the information we need without ever having to talk to sales at all.
But in our jobs in marketing and sales, we stick to those traditional methods. That's how we do marketing and sales every single day -- because that's how it's always been done. That's how everyone does it.
But there are already examples of companies that have broken the mold of traditional marketing and sales.
Companies like Slack, Buffer, Trello, MailChimp, Zapier, InVision, Shopify, Quip, and others. They let us buy things the way we want to buy them -- on our own time.
Want to try before you buy? Go for it.
Want to buy something without ever talking to sales? Great.
Have a question and need to talk to someone? Yep. You can do that, too.
As Shopify’s chief sales scientist Loren Padelford said about the future of sales: “Our job is to do what our customers want. Customers are in control of the sales process now. We need to customize to the customer process, not to the sales company process.”
Those modern businesses believe helping is the new selling. They believe that customer experience is the new marketing. And they've figured out how to have 1:1 conversations at scale.
We think that there are two paths forward for businesses from here:
1. They can stick to their guns, keep doing what everyone else has been doing, and wait for that threshold level to get higher.
2. They can follow the lead of those modern businesses and change the way they do marketing and sales to match the way that people actually want to interact with a business today.
And that's what we're talking about in this SlideShare -- the future of marketing and sales and why the current model is starting to break.
3 Proven Sales Email Templates Used by Successful CompaniesHubSpot
76% of emails never get opened. That makes life for salespeople very difficult. So we've partnered up with Breakthrough Email to bring you email templates that are proven to engage prospects and close more deals. Start using them today and grow your revenue.
Social Selling: The Ten Commandments - Jena Apgar, Brand Dot BlogSales Summit
Social Selling presents new challenges to business owners while providing an opportunity to bring in leads for pennies & cultivate engaged communities. Walk away knowing exactly what to post and how.
As a marketer, even if you’re a beginner, you almost certainly understand the importance of, and power of, an email list. Nowhere else can you find a truly captive audience you can contact time and time again, and if you treat them right, your subscribers can continue to be a goldmine for many years
to come.
Convert 2.0 - Frank Kern Official (FULL DOWNLOAD)AndrewBrunson4
If you're selling your own online products and services or doing affiliate marketing but don't know what to do, Frank Kern - the Godfather of Internet Marketing who consult for Tony Robbins, Russell Brunson, Peng Joon...and hundreds of entrepreneurs in the world will help you how to start and grow your online business easily and create your Internet campaigns that SELL
Eight steps to creating a profitable sales funnel that will pay you on autopilot 24/7/365. Discover how simple it is to build a list and make money online with a giveaway report and a simple thankyou page....
3 Rules For Giving and Getting Great ReferralsTom Fox
Referrals fill the sales pipeline but how do you get, and give GREAT REFERRALS? Here are traits of great givers and "getters" and 3 rules to follow to fill your pipeline with prosperity.
How To Create The Perfect Outbound Email CampaignGuessBox
http://guessbox.io - This comprehensive guide explains the fundamentals of outbound email in the B2B. You will learn how to write high converting email copy, how to quickly choose engaging subject lines and what to do before and after in order to get the most value of email marketing.
Digital marketing introduction presentationLivia Oldland
Presentation slides from the digital marketing introduction workshop as part of Destination Digital business support programme from Connecting Cambridgeshire.
Want more information? Small businesses across Cambridgeshire and Peterborough can currently get free business support on using digital technology until March 2015.
More information here: http://destinationdigital.info/advice/
Networking as a Sales Tool - 5 Sure-Fire Steps to Increase Sales SuccessThe Chief Storyteller
Generally, a networking event is one big blind date. You never know who you will meet next. Networking is all about the deliberate development of professional relationships. Just as with personal dating, business dating takes time. You wouldn’t expect to get married on the first date. The same holds true with networking. Here are five sure-fire steps to make your networking more focused and effective to capitalize on opportunities, eliminate distractions, and increase your sales and development success.
Better Blogging for Better Results - 8 Tips to Generate Opportunities from Bl...The Chief Storyteller
On September 3, 2005, the screaming and shouting stopped. I finally gave in to writing my first blog. Back then, I did not have the appreciation for the power of blogging that I have today. Well-written, organized, and timely blogs offer tremendous benefits. If you look at social media today, blogging is rarely mentioned as a top application. And the irony is that, more likely than not, sites like LinkedIn, Facebook, and Twitter refer back to a blog entry as the source of the information. Here are 8 tips to generate more opportunities to connect quickly to your target audiences.
Is The Way We've Been Doing Marketing And Sales Broken?Drift
Here's how the traditional approach to marketing and sales works:
Step One. Get people to your website.
Step Two. Once people are on your website, get them to convert on a form.
Step Three. After they fill out a form, nurture them with emails and phone calls until they buy from you, unsubscribe, or even worse -- do absolutely nothing, forever.
Yes, I dramatically oversimplified the process, but stick with me for a minute.
Now that we laid out how traditional marketing and sales work, take a second and think about the way that you buy and behave as a consumer.
If you're anything like me, when you're thinking about buying something, I bet the last thing you want to do is fill out a form or talk to a sales rep.
You try to avoid those things at all costs. Because these days, we can find out just about everything we need to know before making a purchase, and many times, we can buy things or get the information we need without ever having to talk to sales at all.
But in our jobs in marketing and sales, we stick to those traditional methods. That's how we do marketing and sales every single day -- because that's how it's always been done. That's how everyone does it.
But there are already examples of companies that have broken the mold of traditional marketing and sales.
Companies like Slack, Buffer, Trello, MailChimp, Zapier, InVision, Shopify, Quip, and others. They let us buy things the way we want to buy them -- on our own time.
Want to try before you buy? Go for it.
Want to buy something without ever talking to sales? Great.
Have a question and need to talk to someone? Yep. You can do that, too.
As Shopify’s chief sales scientist Loren Padelford said about the future of sales: “Our job is to do what our customers want. Customers are in control of the sales process now. We need to customize to the customer process, not to the sales company process.”
Those modern businesses believe helping is the new selling. They believe that customer experience is the new marketing. And they've figured out how to have 1:1 conversations at scale.
We think that there are two paths forward for businesses from here:
1. They can stick to their guns, keep doing what everyone else has been doing, and wait for that threshold level to get higher.
2. They can follow the lead of those modern businesses and change the way they do marketing and sales to match the way that people actually want to interact with a business today.
And that's what we're talking about in this SlideShare -- the future of marketing and sales and why the current model is starting to break.
3 Proven Sales Email Templates Used by Successful CompaniesHubSpot
76% of emails never get opened. That makes life for salespeople very difficult. So we've partnered up with Breakthrough Email to bring you email templates that are proven to engage prospects and close more deals. Start using them today and grow your revenue.
Social Selling: The Ten Commandments - Jena Apgar, Brand Dot BlogSales Summit
Social Selling presents new challenges to business owners while providing an opportunity to bring in leads for pennies & cultivate engaged communities. Walk away knowing exactly what to post and how.
As a marketer, even if you’re a beginner, you almost certainly understand the importance of, and power of, an email list. Nowhere else can you find a truly captive audience you can contact time and time again, and if you treat them right, your subscribers can continue to be a goldmine for many years
to come.
Convert 2.0 - Frank Kern Official (FULL DOWNLOAD)AndrewBrunson4
If you're selling your own online products and services or doing affiliate marketing but don't know what to do, Frank Kern - the Godfather of Internet Marketing who consult for Tony Robbins, Russell Brunson, Peng Joon...and hundreds of entrepreneurs in the world will help you how to start and grow your online business easily and create your Internet campaigns that SELL
Eight steps to creating a profitable sales funnel that will pay you on autopilot 24/7/365. Discover how simple it is to build a list and make money online with a giveaway report and a simple thankyou page....
3 Rules For Giving and Getting Great ReferralsTom Fox
Referrals fill the sales pipeline but how do you get, and give GREAT REFERRALS? Here are traits of great givers and "getters" and 3 rules to follow to fill your pipeline with prosperity.
The REAL Success Principles Of Email Marketing: http://internetmarketingandbussiness.com/category/email-marketing-tools
Sales teams and marketing teams have a reputation for not always seeing eye to eye; but whilst they might think “this town ain’t big enough for the both us!”, the truth is: it has to be. It’s often the case that sales teams need marketing to bring in quality leads, and marketing teams need sales to convert their efforts.
Perhaps the reason sales teams don’t always get on with marketing is due to how their performance is measured. With sales, the writing is on the wall very clearly in terms of whether you lived up to expectations, whereas marketing measurement is far vaguer. In terms of email marketing, of course you can run reports, but it’s still not always clear whether a campaign is on target. What does email marketing success look like, anyway?
B2B Marketing - 10 Outreach Hacks & Tips used by StartupsContractIQ
Do you want to know the B2B marketing strategies? Check this out! Top 10 B2B Marketing and Growth-Hacking tips and strategies that works! Why spend when you can hack it for free?
Creative That Works: Design & Copy Best Practices for Better MarketingGreenRope
Hear from Postalytics CEO, Dennis Kelly and Marketing Expert & Creative Director, Julian Gratton to learn about the psychology of design & copy in direct mail marketing and it's unique value for your strategy!
Customer acquisition playbook by greg twemlow july 2019Greg Twemlow & Co
The reality is that founders need to master customer acquisition. They need to live and breath the entire acquisition process. They need to personally hear the prospect who says, “No thanks” and understand why. Founders need to put the commercial proposition on the table and hear the objections.
Finally, founders need to acquire their customer.
Learn how to boost your response rates with these email outreach best practices. To get on the early access list to the eCourse: quickmail.io/earlyaccess
5 Email Marketing Mistakes to Avoid - Understandingecommerce.comM. Patrick Doherty
Where do We Start?
Making a real impact in your email marketing is only possible when you follow through on what works. If you’ve started your marketing and then stopped it in the same attempt, it continues to get harder. There are many mistakes to make when marketing through email. As effective as it is, your work washes down the drain if you keep making the same mistakes.
This is why we wrote this. The promises of email marketing are close and are obtained with a steady practice of good habits. Let’s begin learning what you can do and how your business can change overnight.
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DON'T WANT TO SIGN UP? Get the PDF on the RAIN Group blog: https://www.rainsalestraining.com/blog/13-tips-for-email-prospecting-success. These 13 prospecting email tips will help you craft prospecting emails that stand out in buyers' inboxes, improve response rates, and ultimately secure more meetings.
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RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
[Note: This is a partial preview. To download this presentation, visit:
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Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
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2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
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To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
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Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
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• Four (4) workplace discipline methods you should consider
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• Three (3) key tips to maintain a disciplined workplace.
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Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
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The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
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LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
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RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
2. These days, our first contact with a potential buyer may not be
in a face to face setting or on a phone call, but via email. It’s
not always obvious what we should do once we receive such
an email message; often, the only thing we know about our
prospect is the email address!
So how do we respond in a way that moves the sales process
forward? Here are four best practices to consider.
www.sandler.com Four Best Practices for Salespeople that Turn Emails into Phone Discussions 1
3. www.sandler.com
1. Unveil the Wizard
Prospects will often use email to put the salesperson in a subservient position,
and at a distance… making it difficult to move them through the sales pipeline.
How do we change this dynamic? The answer comes from a classic Hollywood
film.
Do you remember the fellow in the movie TheWizard of Oz who hid behind the
curtain? That’s right: The Wizard! The curtain protected him and made him
seem pretty scary as he pulled levers, making lights flash and thunder roar.
People were scared and intimidated.When he finally got out from behind the
curtain, though, he became easier to deal with… and more human.
If we’re not careful, email exchanges can create a kind of “Wizard
Syndrome”. As long as prospects hide behind a curtain of emails, they
seem distant, mysterious, and all-powerful. Once the curtain comes
down, though, the conversation becomes a lot more substantive.
Four Best Practices for Salespeople that Turn Emails into Phone Discussions 2
4. www.sandler.com
Don’t try to sell via email messages alone.You’re not going to close the Wizard!
When your objective is to get people out from behind the curtain, look for ways
to transition the conversation to a phone call or in person meeting, starting
with Best Practices 2, 3, and 4. Once you do that, you can have a meaningful
adult-to-adult conversation.
Change your mindset when it comes to selling through email. Use
email as steps in your sales process with a clear goal: moving the
prospect forward towards a qualifying event such as a conversation,
either in person or by phone.
Once you decide to use email as a tool to help qualify initial interest and
promote a phone or in person conversation… rather than as a means of
trying to close a sale… you’ll spend more time in control of the discussion,
and see significantly better results.
Four Best Practices for Salespeople that Turn Emails into Phone Discussions 3
5. www.sandler.com
2. Email Back... Strategically
When we receive inquiry emails, we often find they are loaded with questions.
For instance:
• “How much does it cost?”
• “What kinds of services do you offer?”
• “Yes, I did request that white paper; now, how do I take the next step?”
• “What can you tell me regarding how you might be able to help my company?”
• “Could you send me a list of the different products that you have and their
pricing?”
These questions are a good thing. The prospect, interested in learning more,
reached out and started a conversation. But, as you’ve probably discovered,
trying to answer all the questions through email just results in an ineffective
volley of hollow emails that bounce back and forth indefinitely, and make it
nearly impossible to close an initial sale. In many cases, these back-and-
forth emails are not even an effective way of selling after the person has
become a customer!
So, let’s say you receive an email with questions similar to the ones listed
above. It might have the person’s name and contact information listed in
the email signature. When the email comes in, you have a few options
on how to deal with it. You can wait to address it. You can send an
email reply. Or you can call the person directly.
Four Best Practices for Salespeople that Turn Emails into Phone Discussions 4
6. www.sandler.com
As a go-getter, your first instinct might be to pick up the phone and dial
the number immediately. Resist that urge.
When prospects make this type of inquiry, we suggest you respond by email
first without answering ALL of the questions. It’s okay to volley the conversation
back and forth a few times over email… so long as you don’t send too much
or inaccurate information.
Remember, your goal should be taking the conversation offline, not
on closing a sale through email. (See Best Practice #1.) The point bears
repeating: If you try to close via email, you’ll likely get stuck in a confusing
and frustrating back-and-forth cycle with a prospect’s who’s probably
getting frustrated, too. Another problem, of course, is that if you give a
great deal of information via email, you fall into the traditional (ineffective)
selling approach of premature presentation. Prescribing a solution to your
prospect’s problem before you properly diagnose it is sales malpractice.
Maybe you’re one of the many salespeople who think it’s crazy to advise
against calling the prospect straight away. You might have been trained
to develop that “Go get ‘em” attitude in the past. That attitude is a
positive thing. You need to understand, though, that huge problems
can arise if you call prospects directly after receiving that initial email.
Frequently, your call will go right into the prospect’s voice mail and get
lost in the clutter. If that happens, your odds of having a meaningful
conversation with the prospect decrease drastically. If the prospect
wanted a phone conversation right away, she would have called you
instead of emailing!
Four Best Practices for Salespeople that Turn Emails into Phone Discussions 5
7. www.sandler.com
What if you had simply responded through email with something like this?
A message like that will substantially increase your odds of closing the sale with
Mary. She knows you’ve seen her phone number at the bottom of her email. But
even if the contact phone number isn’t there,you’ll find that prospects frequently
respond positively when you ask for permission to speak on the phone.Prospects
will say, “Yes, that’s fine. You can reach me this afternoon at 123-456-7890.”
One reason this works is that even though you could have called Mary, you
didn’t.Therefore,you don’t appear to be needy or unsuccessful.Rather,you’re
portraying an attitude of experience and success. You demonstrated respect
for the boundary the prospect created by using email, and you didn’t come
off as desperate. People love to do business with successful people, and this
approach helps create that impression.
Of course, what you write in your initial email response depends to some
extent on what the prospect said or asked you. Let’s imagine Mary sent
you an initial email loaded with questions, and she expects some answers
in your response.You can try using what we call a “reverse” – a response
that answers a question with a question – in your email.
Four Best Practices for Salespeople that Turn Emails into Phone Discussions 6
“Hi Mary, thank you very much for thinking of us. Would you mind if we
took this conversation to the phone?”
8. www.sandler.com
For example:
Our clients get great results with this approach. It works because you’ve
acknowledgedthefactthatMaryhasquestions–withoutstartingapresentation
you are unprepared to deliver. In Sandler®
terms, you’re not “spilling the candy
in the lobby” – presenting prematurely.
Note the strokes and softening statements before the question.
That’s what effectively reversing a question in an e-mail looks like. Instead
of listing features and benefits, you answered her question with a question
of your own. Why? Because getting her on the phone will help you more
effectively understand her situation and discover her pain,which is the true
reason for her email.Additionally, verbal communication gives you a much
better opportunity to build rapport, an essential prerequisite to effective
communication… and to closing the sale.
In some cases, you may decide to answer some of her questions when
you are sure that there is no risk in answering those queries. In this
situation, you’re not giving away information that will help Mary to
“shop you” against competitors. Instead, your answers will help you
establish enough rapport to get a phone conversation.
Four Best Practices for Salespeople that Turn Emails into Phone Discussions 7
“Hi, Mary. It’s very nice to hear from you! Thank you very much for thinking
of us. I appreciate the questions. There are a couple of possible answers
to your questions. I want to be sure I’m giving you accurate information.
Would you mind if we spent just 10 minutes over the phone?”
9. www.sandler.com
For example, let’s say you are in the computer network support business and you
feel it’s safe to answer a question like this: “We have local area networks and use
some cloud-based applications. Can you support a network like that?”
Your email might both respond and reverse:
With her initial questions answered, Mary will likely respond with some more
information and probably a few more questions of her own.At this point you’ve
established some rapport, so you would answer with:
In all likelihood, when you send this, you won’t look as a tiger prowling
in the grass for prey, but as a conscientious person struggling a bit, and
trying to do a good job. Often, the prospect will agree to the phone call.
Four Best Practices for Salespeople that Turn Emails into Phone Discussions 8
“Hi, Mary. Thank you so much for thinking of us. Yes, in fact, we do
support local area networks as well as the cloud. Could you be kind
enough to tell me a little bit more about your project?”
“Thanks again for reaching out. I want to answer all your questions,
and I also want to be sure I’m giving you accurate answers. So, I
have a few questions I’d like to ask you.Would you mind if we took
this conversation to the phone?”
10. www.sandler.com
3. Craft Email Messages That Build Better Rapport.
There are a couple of things you can do to support good rapport as you try to
convert the email exchange to a phone conversation.
When an email comes in, and you’re ready to respond, mirror and match the way
your prospect wrote the email. In other words, if the prospect sent an email in
green font, match the color. If the message is written with large letters, reply in
large letters; if it’s in small letters, reply in small letters—match the font size.
If the email is personalized, be sure to personalize your reply in the same way.
If the email is more cryptic — for example, if they don’t even say “Hi Greg” or
“Dear Greg” — then eliminate your greeting as well. Additionally, match the
way the prospect closed the email. Perhaps she wrote,“Thanks,”“Sincerely,”
or “All the best.” Use your email to do the same.
Four Best Practices for Salespeople that Turn Emails into Phone Discussions 9
11. www.sandler.com
Mirroring and matching is a great technique for establishing bonding
and rapport. People buy from people they like… and people like people like
themselves. If you can establish some rapport before you even get on the phone
with the prospect, you’ll be that much closer to figuring out whether there’s a
problem you can solve… and that much closer to closing the sale.
Here’s another concept that works well to create rapport: Respond quickly!
Remember this Sandler principle: “Time kills deals.” Because email is a time-
sensitive medium, responding quickly will always be seen as a good thing by
the prospect. It helps inspire the person to converse with you on the phone as
they perceive you as a no-nonsense person who is “on the ball.”
Four Best Practices for Salespeople that Turn Emails into Phone Discussions 10
12. Four Best Practices for Salespeople that Turn Emails into Phone Discussions 11www.sandler.com
4. Connect More Effectively with People Who
Downloaded Information from Your Website
The rules change just a bit when you are following up with prospects who have just
downloaded information (for example,white papers like this one) from your website.These
exchanges are in a different category from people who sent a direct email requesting
information and specific answers. Of course, some of the principles and techniques
previously discussed still apply. Here are the best guidelines to follow.
1. Respond as quickly as possible. This point is worth emphasizing. The chances
are high that the prospect has made inquiries to competitors. Studies show that in
many cases responding more than thirty minutes after the prospect’s inquiry can
be too late! You are in a horse race to decide who gets ahold of the prospect first.
Whoever does is likeliest to win the deal.
2. In this case, you DO want to call first whenever possible… instead of
emailing first. This is because response time is key. If you call and don’t reach
the prospect, you can leave a message like this: “Hi Jack, this is Greg from
Sandler Training. Thank you so much for reaching out and downloading our
eBook, ‘Why Salespeople Fail and What to Do about It.’ I have a question for
you. It’s kind of important, but not urgent, so please give me a call when you
get a chance at 123-456-7890.Thanks.” If you get the prospect on the phone
or when he calls back, establish appropriate rapport and then ask a question
like this: “Can you help me with why you were interested in the white paper,
and what you were hoping to learn?” This technique will help you to engage
the prospect in a meaningful conversation and find out whether there are
challenges in his world that you can help to address.
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3. If you do leave a voicemail message, follow up with an email message.
In the email, you will essentially repeat what you said in the voicemail message.
For instance:
Hi Jack,
Thank you so much for reaching out and downloading “Why Salespeople Fail
and What to Do about It.” I just left you a voicemail message as I have a
question for you.
It’s kind of important, but not urgent, so please give me a call when you get
a chance at 123-456-7890.
Sincerely, Greg
In the subject line, here’s what we suggest:“Can we get 15 minutes on the
calendar this week?” This way they are likely to read the message sooner
rather than later. If you don’t like that or have already used it, another
great subject line is just the word, “Question.” Everyone opens the
email to see what the question is... and then they have to call
you to find out more.