Why Email is the Worst Way to Communicate!I
You've heard the saying many times: "free is not free". There's a cost to everything. Well, the same can be said for email. Email is free and there's horrible cost related to the free email: inundation. We are inundated by emails. They get lost in the shuffle. You know the conversation: "did you get that email I sent you?" "What email? I get 100 emails a day. How do you expect me to pick your out from the bunch?" And some folks get many more than 100--probably hundreds.
According to statistica.com the forecast is that, by 2025, more than 376 billion emails will be sent globally every single day.
So, as a salesperson, do you think you have a chance finding and communicating with customers by email? The future for communicating by email is almost gone, and will only get worse.
What are the alternatives? What do I say to someone who says "they aren't responding to my emails."
Call. What a shock. Pick up your cell phone and call. But when you do that, you better have your pitch prepared. There are two ways a call gets answered: by voice mail or by the customer directly. And you'd better be ready to have a good 30 seconds prepared or you'll never hear from them again. I know sales reps who just say: "This is John Jones. Please give me a call back." Not.
Get a pitch, a good pitch. Try it out on spouses and friends. You have to state your name, return phone, company, and the reason why the customer should return your call--and make it a good, strong reason. "I represent a manufacturer of industrial air compressors and we have stock and can ship immediately. It's an excellent product and outperforms the competition. I can't wait to hear from you. Remember, high quality and in stock."
Get back on the phone. It's worked for decades and it beats email.
If you have the customer's cell phone, try texting. Use this carefully. Always give the customer an option to opt out and always put your name in the first line and use the customer's first name in your intro.
And use your text for a good old pitch. "Joe. This is Ed Maxwell. Sorry for texting you but I really need to tell you about the line of industrial air compressors we represent. And they're in stock! Just reply STOP if you don't want to discuss this, but I'd really like 5 minutes of your time. Give me a call."
Use LinkedIn. Find your customer's profile. Try to connect with them. Send them an email--again with your pitch. Never forget your pitch--sometimes called a Value Proposition. (See my blog post on Value Proposition.)
The bottom line--email is dead. Be creative, use another way.
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