老外教你怎样通过电子邮件销售英文版.docx
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老外教你怎样通过电子邮件销售英文版.docx
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老外教你怎样通过电子邮件销售英文版
Don'tBeBoring:
4KeystoWritingEffectiveSalesEmails
LastweekIwascleaningupsomeoldfileswhenIranacrossanemailaccountusedduringmyfirstyearsinthecallcenterforstoringcopiesofclientsalesemailsIsent.IwasgladIhadsavedtheseemails,believingthatIcouldusethemforeducationalpurposesinthefuture,andboy,wasIright.Someofthemmademecringeandthink:
"WhatwasIthinking?
Someoftheseareawful."
We'vetalkedaboutvoicemailmessagesinthepastandidentifiedpointstoincludeandnottoinclude.Butwhatabouttheemailswesendtoourclients?
Inadditiontoacompellingsubjectline,whataresomethingsyoushouldincludeandhowshouldtheemailbestructuredtomakeyouremailsmoreeffectiveatinitiatingaconversation?
Let'sdissectthefollowingemailIfoundinmyarchive.It'ssogenericthatIseeemailmessageswithasimilarformatlandinmyinboxtoday:
HiBob,
Hopethise-mailfindsyouhavingagreatday.
Followingupinreferencetoyougettingonourwebsite,[insertyourwebsitehere]anddownloading[insertyourreferencedocument]fromus.WantedtotouchbasetoseewhatledyoutothewebsiteaswellastoseeifIcouldbeofanyadditionalhelp.
Wouldlovetogetincontactwithyouviaphoneore-mail.Pleasefeelfreetocontactmeatyourearliestconvenience.
ForaLIMITEDTIMEspecial"EconomicStimulusPricing"Contactmeforfurtherdetails.
Lookforwardtohearingfromyou.
Haveagreatday!
LikeIsaid,it'sverygeneric--andnotveryengaging.Buttheformatisprolific,probablybecauseit'squickandeasytocreate.
Let'sdoareviewanddiscoverwhereitfallsshort.
ThePleasantries
Hopethise-mailfindsyouhavingagreatday.
Inthisfirstline,myplanwastoinitiatetheconversationwithsometypeofpleasantriesbyreferringtothegreatdayIhopedhewashaving.Thiswasagreatplan,unlessBobwasnothavingagreatday.Hecouldhavebeenhavingawonderfulday.Healsocouldhavehadanaccidentthatmorningandhadtogetaridetoworkfromacoworker.OrmaybeBob'sdoctorhadcalledhimwithsomebadnewsregardingamedicaltest.
IfBobisnothavingagoodday,mymessagewon'tmatchhisstateofmind,andmyemailwilllikelybepassedoveratbestanddeletedatworstbeforehegetstothe"goodstuff."
"Howareyoudoing"and"Hopeyou'rehavingagoodday"aresuchlacklusteropenersthatmostofusrespondwithequallylacklusterandautomaticanswers,like"fine"or"good."Openinglineslikethesereallydon'tengageyourprospect.Whatyoureallywantistogettheirattentionimmediatelyandbuildrapport,justlikeyouwoulddoinavoicemailmessage.IfIwererewritingthisemail,Iwoulddropthislineandopenwitharelevantfactofsometype.
TheReasonfortheEmailNo.1
Followingupinreferencetoyougettingonourwebsite,[insertyourwebsitehere]anddownloading[insertyourreferencedocument]fromus.
Thislinereferstotheprospectvisitingourwebsiteanddownloadingadocument.Atthetime,Ithoughtitwasagoodmovebecauseitestablishedacommonreferencepoint.Inretrospect,I'mnotconvincedofitseffectiveness.
Myprospectknewthathewasonmysite.Heknewthathedownloadedmywhitepaper,andheknewthatinordertodownloadthewhitepaper,hehadtosupplyhiscontactinformation.Thislinesays:
"I'mwatchingyou.I'vegotnothingbettertodothantositbymylaptopandwaitforprospectstogetonmysitelikeaspiderinherlairwaitingforhernextmealtowanderintoherweb."
Inretrospect,Iwouldleaveoffalloftheextrawordsandsimplyconfirmthedownloadbystating,"Yesterday,youdownloadedthedocument[nameofdocument]…"andthenexplainwhythatissignificant.Soundslikeafacttome.Maybethisfactshouldhavebeenmyopeningline.
TheReasonfortheEmailNo.2
WantedtotouchbasetoseewhatledyoutothewebsiteaswellastoseeifIcouldbeofanyadditionalhelp.
Thislinetellsthemthepurposefortheemail."I'mjustfollowinguptomakesurethatyoufoundeverythingandseeifIcouldbeofanyfurtherassistance."Isthattherealreasonformyemail--tomakesurethattheyfoundeverythingthattheywerelookingforortoseeifIcouldbeofanyassistance?
Assalespeople,whenwemakethesetypesofcallsorsendoutfollow-upemails,wearen'tactinginacustomersupportrole.Wearen'tcallingtodiscoveriftheyfoundeverythingthattheyneeded.Wealreadyknowtheresponsewe'llget:
"Yep,foundeverythingIneeded.Nope,don'tneedanyfurtherhelp."Andwhileknowledgeofwhatpromptedthemtovisitoursiteishelpful,aselfservingstatementlike,"Wantedtoseewhatbroughtyoutooursite"shouldn'tbeintheemailunlessyouareconductingamarketingsurveyorawebsitereview.
Thisisasalesletter.Whenwemakethesecallsorsendtheseemails,wearedoingsoassalespeoplelookingtomovetheprospecttothenextstageinthesalesprocess.Again,Iwouldn'tevenbotherwiththislineunlessI'mcallinginthecapacityofcustomersupport.
TheCalltoAction
Wouldlovetogetincontactwithyouviaphoneore-mail.Pleasefeelfreetocontactmeatyourearliestconvenience.
ThisisanuglylinethatmakesmecringewhenIreadit.Here,I'mstatingthatI"wouldlovetogetincontact"withmyprospect,butthereisnothinginmyemailindicatingwhythisisgoodforthem.Theyalreadyhavethewhitepaper.Whydotheyneedtotalktome?
Igivethemnocompellingreasontohavefurthercontactwithme.
Then,tomakeitworse,Itellthemthattheyhavetocontactme"attheirearliestconvenience."That'snevergoingtohappenwithoutaverycompellingreasonforthemtodoso.
TheOffer
ForaLIMITEDTIMEspecial"EconomicStimulusPricing."Contactmeforfurtherdetails.
Lastly,Ireferencesomethingthatmightbeofinteresttothem--specialpricing.Butit'sattheveryendoftheemail,addedasanafterthought.Andonceagain,theonusisonthemtocontactme.
TheResult
Ihaveplentyofsampleemailsusingthisgeneralformat.Theresultingreturnswerelessthanstellar,asyoumayhaveguessed.Infact,theywereabysmal.
Herearesomesamplesofatypicalresponsewhenprospectstookthetimetorespond.Again,theseresponsesaresogenericthattheycouldhavebeenliftedstraightoutofa"Howtodealwithpeskysalespeople"manual:
WeareshortstaffedthisandnextweeksoIdonotcurrentlyhavetimetodiscuss.Youcanfeelfreetosendmemoreinformationincludingtimesandcost;however,currentlymytimeisverylimited.Thankyou.
Or:
Thankyoufortheinformation.Allofitlooksinterestingandworthwhile;however,Iwillnotbeabletomakeanycommitmentuntil[insertyourfavoritedatehere].Ifyouwanttoputmeinyourticklerfile,thatwouldbegreat.
Bothareverygeneric,politerejections.Theyaretellingmethattheydon'thavetimetofigureoutwhatI'mrequesting.
HowToDoitBetter
Whenwritinganemailasapartofyourprocessfordevelopingleadsandguidingprospectsthroughyoursalesprocess,keepthesepointsinmind:
Keepitshort.Longemailstendtoscarereaders.Remember,thepurposeoftheemailistogetyourprospecttothenextstageinyoursalescycle.Ifyougetleadsfromyourmarketingteam,oryourautomaticwebformalertedyouthatsomeonedownloadedyourwhitepaper,decidewhatyouwanttheprospecttodobeforeyoucomposeyouremail.Writeitwiththepurposeinmind.
Breakuplargeblocksoftext.Tighttextonascreenlookslikeawallofwordsandisaninvitationforyourprospecttohitthedeletekey.Composeyourtextsothatyourreadercansimplyscanit,easilyconsumeitandquicklycomprehendit.
Gettheirattentionatthebeginning.We'veplacedplentyofemphasisoncomposinganenticingemailsubjectlineencouragingtherecipienttoopentheemail.Now,whatdoyoudooncetheyhavetheemailopened?
Gettheirattentionatthestartandenticethemtoreadfurther.Useoneofthefivemethodsyouusetoopenyourvoicemailmessages:
mysteries,shock,enticingfacts,complimentsandstories.
Haveonecalltoaction.Insomeofmyearlyemailsattempts,I'veusedmultipleproductlineswithvariousconditionsandmultiplecalls-to-actionattemptingtomakethedecisionprocesseasierformyprospect.Theresultingactionwastypicallynodecisionontheirpart.Usejustonecalltoactionandmakeiteasyforyourprospecttomoveforward.
Remember,thisisasalesresponseletter,notamarketingletter.Isenttheseemailstooneprospectinresponsetoonequerytogetaspecificresponse,notagenerallettertargetedataparticulardemographictodriveinterest.
Whenyousendoutyouremailmessages,firstlookatyourprocess.Determinethepurposeofyouremail,decidewhatyouwanttheprospecttodo,andthencomposeyourmessagetothatprospect.
Aboveall,useyouremailtodrivearealconversationandyou'llbebetterpositionedtomoveyourprospectforwardinyoursalesprocess
5SecretstoSellingYourselfFirst
Inanepisodeof"TheFlintstones,"FredandthefamilytakeatriptoRockVegaswhereFredandBarneyrunofftooneofthecasinostomakesomeextracash.FredexplainsthatheknowsthesecrettoplayingtheslotmachinesandproceedstoshowBarneyexactlyhowit'sdone.
Afterdroppingallofhismoneyintothesamemachineforhalfanhour,Fredsaysthatthemachineisripeforajackpot,butneitherofthemhaveanymorecoinstoplay.So,BarneygoesofftofindanothercoinwhileFredguards"his"machine.That'swhenanicelittleoldladyshowsuptotryherhandatthatparticularslotmachine,andFredispowerlesstostopher.Withonecoin,thelittleoldladyhitsthejackp
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