Sales emails: You may be doing it wrong.

Avoid committing sales email sins

Writing a sales email and a marketing communication may seem to utilize the same components, yet the two forms of correspondence leverage email distribution lists in distinct ways. If sales associates fail to realize this when reaching out to leads, they could be greatly hampering their own efforts and those of their firms.

Fortunately, there are a few key strategies individuals can keep in mind when creating sales messages to avoid these missteps and realize success.

Depart from the prototype                   
According to a recent article from Business 2 Community, a vast majority of sales communications commit the same sins: They use a stereotypical introductory formula that has the individual state his or her name, the company he or she works for and the product being sold. However, nowhere within in this message is a personalized touch that shows the salesperson understands the prospect's problem or even how the product or service being sold can address this.

One of the first things a quality sales email will do is discuss the problem the lead is having, the news source explained. This will demonstrate expertise and encourage concerned individuals to continue reading. However, every problem needs a resolution. 

"In your second paragraph talk about how your service or product will solve the problem so that people understand you are the potential solution to their problem," Business 2 Community asserted. "Talk about your service or product in terms of the benefits rather than [its] features."

But this may not be enough to ensure recipients take the next step. With this in mind, sales associates should include instructions on what to do next. The news source suggested that firms avoid making this next step too complicated. All that needs to be provided is information on what happens next. If they call a certain phone number, will prospects receive more information? Will they be connected with a sales representative?

However, sales associates should avoid bombarding prospects with emails, according to Guru in a Bottle principal Ardi Kolah. According to Kolah, the over-use of this channel can create "cognitive overload," which inhibits decision-making capabilities by limiting the amount of information individuals can retain. Instead of reading through a message, recipients will skim the beginning and skip through the rest, diminishing the chances of succeeding with a sales email.

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