With all the new ways to reach and engage with potential customers, it’s easy to become distracted by bells and whistles and forget that if we don’t generate business, there’s really no point. Sometimes making the sale is just a matter of choosing the right tool for the job and using it to its full potential. With this in mind, let’s take a look at email as the perfect tool to make the sale!
Most professionals set aside a specific time of each day to read and respond to emails. This is time that is set aside to focus on one task–often at the start of the day. Isn’t that the time you want to engage your future customer–when they’re fresh and focused? Many business leaders prefer email to other forms of contact for that reason. They can read, reflect, and respond at their convenience.
Evaluating Your Email
In order to use your email to its full capacity, first you need to make sure that you’ve chosen the right provider. Ask yourself these questions to figure out if your service provider has the best product for you:
- Does my email work well with the other tools we use for business? Does it work seamlessly with our customer relationship management software? Are we getting all the benefits of our CRM or are their features we’re unable to use because the two platforms don’t integrate well with each other?
- Does my email allow me to sort specific messages to maximize my productivity? Am I using these features to keep my inbox under control?
- Is my email easy to use on my phone, tablet, and laptop? Do I have trouble accessing, reading, or responding to my messages when I am out of the office?
Turning your Email List into Your Customer List
There are a few simple steps to capitalizing on your email list.
- Offer exclusive content in exchange for an email address. Recycling information from a blog or your Facebook page provides no extra value to your email subscribers. Use your email to share in-depth articles and to provide a series covering a broader topic in more detail.
- Questions asked on public forums such as Facebook or Instagram should be moved to email for discussion. This accomplishes three things: you can make a more personal connection, you can answer specific questions directly, and you have a record of the conversation for follow-up later. An added bonus is that others who may want information will reach out to you via email as well whereas if they read the answer in the comments, you’ll never know they too were interested!
- After your potential customer has read the bonus content and has experienced the value you provide, then it’s time to offer more information and service for a price. A well-worded email can make the sale feel like a natural continuation of the process and not a high pressure transaction.
By using your email effectively, you can create a connection, provide valuable information, and continue the relationship with additional products or services. Putting a step by step strategy in place and making sure your email provider is meeting your needs, will give you the tools you need to pursue your prospect, encourage conversation, and establish yourself as an expert in their eyes. The conversational nature of email is the perfect tool to seal a deal, especially when you know when and how to ask for the sale.