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Topics Covered: <a href='/resources/search/?query=Email Marketing'>Email Marketing</a>
Marketing & Tech
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Email has become ubiquitous – it’s the primary communication channel for business, which also makes it the noisiest. Sales professionals constantly need to find new and better ways to communicate with prospects – and that’s just to ensure their email is opened. While it may seem like emailing prospects is like shooting arrows in the dark, there are some best practices that will help you send better emails and improve your closing rate.

Keep it Short

Ever heard the advice “keep it simple”? This is really the same advice as keep it short. There’s no need to write paragraphs of artful prose or list off every single thing your product or service can do in a sales email. Avoid jargon or other language that your prospect will not understand, and edit out any unnecessary fluff or detail. The purpose of the email is to gain enough interest that you can secure a meeting or call, so say only what you need to say to book the next meeting.

First Sell to the Individual, Second to the Employee, and Last to the Company

Your prospects are individuals with their own goals and interests, and these goals and interests are likely the things that motivate your prospect most. It only makes sense to appeal to these interests first. For instance, you might want to position your product as something that will help your prospect improve their metrics so much that they will land that next promotion. Next, try selling to the employee, discussing, for instance, how your solution will save the team time while also adding more dollars to their budget. Finally, sell to the organization, providing benefits that they can pass on to executives or upper management.

List Your Product’s Benefits, Not Features

When you get to know your product very well, it becomes very easy to sell the features instead of the benefits. To you, the benefits behind these features are obvious, so you may not even realize that you have listed a lot of functionality. Your prospects want to know what your product can do for them, so every time you write out a description of your product, ask yourself what these features help your client or customer achieve. Prospects don’t want to do the hard work of figuring out what these technical features mean or what they let them do, so do the work for them to improve your close rate.

Focus on One Point

Think of your sales emails like a set of instructions. In a manual, you wouldn’t see instructions to complete four or five different tasks at once, so don’t write your sales emails this way either. Focus on one clear point or action item, and write your email to drive this action. For instance, you may want to have your prospect sign up for a webinar, trial your product, and schedule a sales meeting. Asking them to complete all of these tasks in one email is overwhelming and pushy. Instead, send one email about the webinar, and if they register, send another to schedule the sales meeting, and so on.

Test and Measure

Arguably the most important thing you can do to improve your close rate is to test different types of emails, and measure the results. Chances are, you will not get your emails right the first time. Don’t give up – try different copy, subject lines, styles, scheduling, and any other variables you can think of. Measure the results from these tests, and go with what works.

There is really no better way to communicate with your prospects than through email. Use these tips to connect with your customer and improve your communication, and you’ll have no trouble closing the sale.

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