Are Your Written Sales Skills Losing You Sales?
Nowadays telephone sales is far more than selling on the phone. It is also about how you write the written copy that follows up your call and appointment.
We are all so busy, we think we can write in short, curt sentences on emails as if we were sending a text message. Oh no, not so, We must still be in sales mode when we are following up with an email.
I have picked up on a common issue with more than one or two of my coaching clients at the moment and it is this ….They are fine on the phone about interesting the prospect in what they have and then they get asked to email everything they are proposing in writing before the client will decide.
Do you know that what you send them could kill any interest you have just generated?
Are you guilty of this?
1. Do you Say “Dear ___ I have attached a document which will explain all our details and capabilities.” (Oh, yes, and I should be interested in that?)
2. The attachment is all about you, the seller and not what you do for the customer.
3. It is written by the legal people or the accountants in your office in long paragraphs – massive chunks to read – so the customer clicks out of it – it was too boring to read. It is definitely not a sales piece.
4. The attachment has no headings, sub-headings, no bullet points to make things stand out, and no guarantee nor call to action.
5. Your follow-up email mentions about 5 different services and products and totally confuses the customer. Promote one thing on one email.
Yes, I have seen all of these mistakes in the last week So here is what to do about it:-
Learn to become copywriters – This skill will give you the edge in a selling role. I did my studies a few years ago with a guy called Pete Godfrey whose material is just great.
Your follow-up email when sending information should not read “Please find attached details on what we discussed”.
Here is a suggestion of the points to include in a follow-up email.
1. Bold Subject underlined plus sub-heading if you can.
2. Repeat the customers needs as discussed on the phone (preferably his pain), e.g. “in our phone conversation, you mentioned ________”
3 Your solution personalised to them (not the solution you have for everyone which is probably in an attachment)
4. Include a powerful testimonial surrounded by inverted commas followed by the full name and company of the person that said it.
5. Add any “before” and “after” photos if you have something visual as a testimonial which will add interest.
6. Mention a strong guarantee on your work to make the customer comfortable to work with you.
7. Create scarcity and urgency in a call to action at the end, e.g.” I will give you a call in a couple of days to make sure we get you started before our special offer ends.”
You may think this is too much, but remember, the customer may not even get to opening your attachment. He will, however, read the email when it is in a nice conversational style. This will also avoid getting “Oh, I have not read it yet” when you call back.