Inspired by Craig Smith’s post, The GM Trifecta of Success, here is my version of the perfect email success trifecta.
As a sales trainer for more than 30 years, I’ve reviewed and assessed thousands and thousands of sales emails, texts (and letters!). And though most things in the buyer’s journeys changed over the past two years, there are constants that ensure top results. Emails that win again and again are part cheerleader, part rev manager and part counselor.
A true sales professional cheers for the success of their customers with what they can offer. They use words that authentically excite prospects and make it easy to imagine delight/success/productivity/best results with the product or service they can provide.
At the email pep rally, the smart seller gives the prospect content they can use to get their stakeholders excited about achieving objectives, about the possibilities and outcomes of collaborating with you.
The cheerleader knows the importance of positive, enthusiastic messaging that makes taking it to the next level easy and fun.
Not every “piece of business” is a good opportunity and winning sales people know the company/hotel has to be profitable to stay in business. If the client is dissatisfied with results or service, the company loses. If the company loses money or doesn’t make any on a “deal”, they lose. If a sales pro sells something that is a nightmare (and costly) to manage/service, the company loses.
By thinking like a rev manager and conveying difficult money messages in a way that feels fair to the buyer, not rushing to discount and offering smart options and solutions that work for all stakeholders, including the company, ensures both short and long term results.
Making a decision is hard. Making a decision that others will absolutely judge you on is harder. Making a decision that can wreck your career, be embarrassing or hurt or harm others can be excruciating. Top-achieving sales people help prospects feel safe and smart moving forward. They use brain-friendly email messaging that puts the buyer at ease and provides the confidence needed for them to say, “Yes, please” to you.
The counselor knows their goal is to extend their hand, elevate the conversation and help the buyer feel most comfortable making a decision.
Emails that engage prospects and make sales don’t just answer questions or provide transactional details. They enthusiastically cheerlead, strategically manage difficult conversations and take good care of the customer. I’m not sure if the order matters as much as it does in horse racing, but you can be sure incorporating all three will be your winning ticket.
PS. Can you find me in the photo?
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!