Common Email Sales Errors One of the most common email sales errors – in email auto responders, email newsletters and broadcast messages – is the lack of persistent effort in selling (not communicating benefits is a close second). Just as in face-to-face selling, few salespeople have the gusto to try and try again – they give up too early, despite the fact that most people understand that more attempts equals more likely to sell the prospect. Let’s look at a few examples. Example 1: Educational Emails Series The most obvious problem in this hypothetical offer is that there is no real push to sales; in fact, there’s no chance for the customer to buy at all…until email 6. The owner assumed that if the prospect doesn’t buy, they’re not a good lead. The first thing that any serious business person needs to bear in mind is that open are rates far from 100%, so to throw a sales opportunity in only one email in a 6-email sequence (at the end) means a low conversion rate by that 6th day (maybe 15% open, if lucky). Not to mention the prospect only gets exposed to the sales opportunity once. This business will have a hard time selling Example 2: Consulting Business We work with a lot of companies that sell expertise (whether that be a PR consultant, crowd-funding consultants, or even a brick-and-mortar business) – clearly, CLVboost is in the same market. An important questions to ask is, how many times do we get on the phone with qualified people (emphasis on qualified) when we send out emails? The answer should be; every time we send out a newsletter or email. This is a step that is often neglected. Too many businesses make the error of sending out a random newsletter with no calls to action and no sales initiative – maybe it only mentions the company happenings. A company might spend years using email as a bragging – I mean branding – mechanism, and see no effect on the bottom line. The fact is that we can be professional and still drive sales.
Methods of Persistency in Email Sales (for eCommerce or Service Businesses)Let’s examine common selling situations in which persistency would be effective. Put yourself in the following sales roles and open your mind; make the idea click for your business – this is the goal of this section of the tutorial. Example 1: IBM Salesman Selling Super Computers What do you do if you’re successful? Use (not limited to) the following tactics, based on context:
- Call at different times of the day
- Use a secretary to call when you’re not around
- Show up to companies at different times – knock on the door when the boss shows up or at closing – you might even bring food
- Research and use different sales approaches (opportunity vs problem solving)
- Frame your newsletter with a sales push – “I know who you’re using now, I know we’re better, let’s find a time to chat”
- Sell on thank-you page of first purchase
- Sell immediate follow-up email of recommended books
- Sell on next Amazon visit
- Sell with discount codes/seasonal specials
- Try mom first, dad second
- Use expecting enthusiasm i.e. ” it’s such a nice day outside, wouldn’t it be great…”
- Use a pout/grovel approach i.e. “it hasn’t been sunny in forever, I don’t even remember what ice cream tastes like”
- Throw a tantrum
- Convince mom or dad that they want ice cream too
Persistent Email Sales ToolsWhat are the tools in the email sales arsenal? Make sure you’ve got that pen and paper handy and brainstorm with me! As we discuss, think about which might be the most applicable for your audience? For your autoresponders and newsletters, which will solicit the next steps? Which can you integrate now – you know better than anyone else!
- Message: This basically boils down to however you’re conveying the purpose of your content. A big no-no is sending people to completely unrelated web properties. For example, if you send people via a link to YouTube, and people spot a Katy Perry video in the sidebar, they’re leaving your page and not coming back, whereas if you have a video on your own site, you control the call-to-action.
- Incentives: Are you using any of these incentive ideas? eCommerce examples (in red) include coupon codes; bundles; buy-one-get-one free (BOGO offers); price drops (maybe you drop the price on a certain product line over the weekend). If you’re a brick-and-mortar service business (in blue), you might have seasonal specials on a product; periodic price reductions; a free assessment for management strategy if you sell services – whatever it takes to get the foot in the door to build the relationship.
- Action Steps: eCommerce companies have lots of follow-through avenues available, including the ever-popular Paypal; however, a lot of people marketing to older niches will ask for the check/order on phone option – this is something that can make sense, depending on you audience. You want to know your audience so that you can shake out additional sales if you offer multiple ways to purchase. Service companies can ask people to call or book independently through a calendar app such as Calendly or TimeTrade – lots of prospects are more comfortable doing this than calling. You might also allow customers to enter information at their own leisure into an appointment form. If you only have the “call us option”, you’re losing out on money; people are at work, or on the bus, or they’re simply too scared to call – your job is to find ways to help them make that next step.
Immediate Action Steps to Improve Your Email Sales/Overcoming Sales ExcusesIf you haven’t already, do yourself a favor and map out the following:
- Which kinds of offer forms or incentives might be most effective in your email marketing?
- How can you add these methods into a healthy/balanced rotation so that you constantly keep sales opportunities open with your email list?
- Determine 3 immediate changes you can make to your business’ existing email routine/systems.
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