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Disadvantages of
Using Email to
Sell |
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Disadvantages of Using Email to
Sell
Some sales people think using email to
sell everything is the best idea. But the truth it is not. It
is not a good idea to replace calls with emails when
contacting with a potential client. Some people use email to
sell products, to avoid the humiliation of rejection. Also the
major disadvantage of taking this approach is that there can
be a possibility of not getting an email while awaiting a
transaction related to a sales process.
More than seventy five percent of the
businesses today have replaced calls with emails, and in the
process has lost the personal touch. The reason why businesses
do this is that feel awkward to face rejection when speaking
directly to the customer. It hurts less to hear a no though an
email. Some people get tired of hearing the voicemails
repeatedly. They think it’s a better idea to switch to emails.
When trying to sell products or services
to a new client, it is not possible to gain customer’s trust
through an email, which makes the foundation of a long-term
relationship, weak. Some well to do firms, think that they are
recognized in the market but they forget that there are strict
spam filters installed, these firms take the risk of sending
introductory emails to potential customer. There are very
little chances that the customer will receive the email and
will read it. But when calling a potential customer, there is
a higher probability of the customer receiving the call and
all the resources invested will be put good
use.
If the company still thinks that sending
emails to clients is the best approach, some points should be
taken care of. The introductory email contains introduction
about the company, brief information about the products and
services they offer and information about method of purchase
and contact. All the information included in the email should
give the impression to the reader that the company is
interested in benefiting the customer and not
themselves.
The introductory email should sound like
it’s trying to solve the problems and try to build a strong
relationship with the prospective customer. For this the
targeted people should be thoroughly studied in order to
understand their shortcomings and what wonders they would
expect from a particular product. In the first time itself; do
not mention that the company and the client is a good match
for each other. Sales pitches should be repelled completely.
Don’t put the company’s name in the
heading of the email. When the company’s name is included in
the heading, the customer gets the impression that profit of
the company is its top priority and not interest of the
customer. It’s a good marketing strategy to include the name
of the product being sold, features of the product and how it
can solve the problem of the reader. The subject should tell
it all, and should also catch the attention in the first
glance itself.
Its best to start emailing the customer
after the foundation of a strong long-term relationship is
laid first. At first the customers should be personally
approached. Later when the customer’s trust is gained, further
dealings can be done through emails. Emails should only act as
a back up method of communicating. Take care that word like
“we” should be avoided and replaced with the word “you”. The
customer feels that he is being directly referred
too.
There should be no negativity in the
matter. This sets the mind of the customer in a negative mood
and he will actually get the opposite message. For example,
instead of writing ‘We don’t sell low quality products’, write
‘We sell high quality products’. Don’t condition the customer.
This creates a pressure on the customer and they will start to
avoid any calls and emails from the company.
Emails can be used during difficult
times. Suppose some soreness erupted between the parties or at
least from the side of the customer, emails written with
polite and gentle words can melt the toughness and can open up
good terms again. The best thing is to stop using email as the
only way of communicating, completely. Companies that directly
reach out to clients reflect higher level of confidence and
create a good impression on new customers.
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