INBOX, SENT, DELETED: The Art of Selling via Email

Every day a gazillion emails are sent and received. Most senders are people trying to advance an agenda and essentially trying to “sell”. I don’t mean just prospecting, but any kind of effort using digital communication to further a cause. There are some messages that don’t get read past the first three words, and others that truly advance a process. Here at Hobson, we have spent a great deal of time studying email, how it has evolved, and how it has remained the same. We pride ourselves on training our team on the best ways to USE and NOT USE email when selling.

The fact is that some people are just better at crafting effective emails than others. You know who they are… the ones whose emails you do not mind reading, the ones you sometimes even look forward to opening! They surprise you and always include a “what’s in it for you” factor.

Here are some things we have learned about selling via email:

“DOs”:

1. Keep your emails SHORT and EASY to read on mobile devices.   
Many of your messages are being read on a screen size of under 6 inches.

2. Make them shareable.
Asking for CCs of other decision makers or email introductions can help a ton. Include any pertinent links in the text. Also include phone numbers in the body of the message so readers can “click- to-call” easily without having to scroll down to your signature block.

3. Establish ground rules on what you won’t cover in email.
Save the real substantive stuff, such as negotiations, for live calls or meetings.

4. Build an appetite for live conversations or meetings.
EXAMPLE: “Matt, these are some significant changes you are suggesting in the agreement. Some we can live with and some we can’t- so I’m looking forward to talking about it. When can we hop on a call? “

5. Take the leap to text.
Ask your clients and prospects if it is ok to text them. By doing so, you will find yourself on a much shorter list competing for attention.

“DON’Ts”

1. Lose your personality in your emails.
Some of the funniest people we know are flat in email…myself included. (I’m actually hilarious in person. Just ask any of my co-workers!) It is hard to find your “voice” but worth the effort, because however an email reads is the way it gets treated/responded to.

2. Forget that tone and inflection are totally lost in email.
Emotion, sarcasm or frustration (versus anger) are hard to communicate effectively via email.

3. Data dump.
I have compiled emails with tons of selling points or reasons why a client would do business with our firm, and they have fallen flat. It seems like the more the email screams “SELL” the worse of a response it gets.

I would love to get your thoughts on this topic: What works and/or doesn’t work for you when it comes to email?

…Oh, and If I can be of help in any way on the search or career fronts- don’t hesitate to send me an EMAIL!!

-Bill