When was the last time a client, customer or prospect responded to your email with, “Great email!” Or, “Thanks for the smile!” Or, “This is great!”
If it’s been pretty much a drought (and you’re happy to get any response!), it’s likely because you’re just too serious.
Professional doesn’t mean you have to sound like a stick in the mud!
For years, I’ve guided people to stop fancying up words. A lot of new salespeople think they need to sound impressive to impress someone at a higher level. And those with experience think they’ll sound stupid if they say “help” instead of “assist” or “strategy” instead of “collective leadership collaboration” (or something).
Here is how Chewy – the pet supply company – responded to an inquiry regarding my Springer Spaniel, Sophie:
I’m so sorry for the confusion. The request to upload the prescription is a default message that goes out when an order is placed. You don’t have to worry about uploading the prescription, we’ll reach out to your vet on your behalf.
Please let us know if you need anything else! We’re always here and happy to lend a paw to you and Sophie.
Over and snout,
A few seconds later, I received the confirmation that my request was going to the vet. So I emailed them a “Nevermind!” subject line (and thanked them). They responded:
Hi there Sue,
Thanks for taking the time to reply. It’s an honor and a pleasure to be here for you and your furry family. We’re only able to do what we do because of loyal Chewy family members like you.
Please give Sophie extra belly rubs from all of us here at Chewy.
OMG!!!!! I will forever be a Chewy customer!
And, that my friends, is how you nail your next sale with email. Lighten up! If you aren’t selling brain surgery research to brain surgery researchers, you can add personality.
If you’re selling a hotel, recreation or entertainment experience or a wedding – a wedding! – it’s super easy to add flavor, personality and the idea of the tantalizing opportunity they’ll enjoy with you.
Oh, but you sell something serious, you say? Like what? Even selling software apps can be framed cleverly. “Your customers will call it magic” comes directly from a customer service platform.
Get creative. Make your work day more fun! Sell more!!
Or you can be boring like everyone else. Your choice!
Over and snout! Today and always!
Before you go—
The whirlwind is behind us and the future is bright! With two-thirds of buyers preferring remote interactions – digital and virtual – polishing your email selling skills is key to dramatically improving sales.
It’s time to stop sending email after email only to be ignored! You can write quick, strategic, smart messages that get results and drive sales!