Summary of E-mail Selling Techniques

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Rating

7

Qualities

  • Applicable

Recommendation

Obviously, e-mail has changed how people work and communicate. In addition to fighting for a reader’s attention, salespeople also must hope that their e-mail messages arrive in the right in-boxes, dodge the junk mail and spam filters, and attract their recipients. Stephan Schiffman shares common-sense advice about using e-mail as part of the sales process, rather than as a replacement for any other sales step. His short chapters deliver one or two main points for Internet-speed absorption and application. getAbstract recommends this book to the busy salesperson who wants to pick up needed tips with a minimal investment of time.

About the Author

Stephan Schiffman, a corporate sales trainer, is the author of many books about selling, including Cold Calling Techniques (That Really Work!).

 

Summary

Working at Warp Speed

The arrival of e-mail and other technologies drastically changed the sales environment. In the past, salespeople made phone calls, and then met with clients and prospects in person. E-mail changed this process from a handful of face-to-face meetings to a more complex round of e-mails, phone calls, voice mails and, if a salesperson is lucky, face-to-face meetings.

Today’s sales environment involves more back-and-forth communication between the salesperson and prospect, and less face-to-face time. This undermines the “information equation,” which states that the frequency and quality of face-to-face meetings between a salesperson and a prospect improve in proportion to the caliber of the data the client provides. To make e-mail work for you in sales, leverage it to speed the sales process and facilitate more in-person meetings.

E-mail as a Basic Sales Tool

E-mail can start the process of building a relationship with a prospect, but don’t bombard potential clients with introductory e-mails, follow-up e-mails and more e-mails asking if they received your earlier e-mails. This routine can turn you into that “crazy person who keeps e-mailing...


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