email marketing mistakes to avoid in sales
While there’s no doubt that email is still a very effective tool for sales and marketing purposes, there are some times when it just doesn’t make good business sense to shoot someone a message instead of picking up the phone. Here are six prime examples of when you should back away from the keyboard in favour of a more personal approach…

1. Negotiating

Hopefully this is a pretty obvious one, but any form of negotiation is much better off being handled by phone. It can be hard to get things flowing when communicating via email, and you really need to be able to address their concerns and to clarify specific points straight away.

Even if they email you about price or another aspect of the deal, avoid hitting the reply button. You’re far more likely to get things resolved in a positive way if you’re able to connect on a more human level.

2. Asking Basic Questions

Don’t hassle your prospects by emailing them every time you need a fundamental piece of background information about their company. Not only will this cause them frustration by constantly having to deal with your messages, it also looks unprofessional that you haven’t prepped before reaching out to them.

Do your homework at the early stages by using sources such as Companies House, annual reports, and their own website to gather the insights you need. Or, a much less time consuming alternative is to use a legitimate company intelligence platform.

The same too goes for answering basic questions; it’s far better to clarify things in a call where the issue can be sorted quickly and there’s no chance of the meaning being misunderstood.

3. Nagging

If you send out an email and don’t hear back from a prospect, don’t keep bombarding them with messages until they reply. The same goes for the ‘wanted to touch base’ emails; every now and again might be okay, but if you’re doing it too often it just becomes intrusive and gives a bad impression of your company.

email marketing nagging
There could be a legitimate reason why you’re not hearing back; maybe they’re having doubts about your product and need reassurance, their situation may have changed or your contact at the company might no longer work there. In these cases, the issues could be resolved in a simple two-minute call, and you’ll know whether or not you’re wasting time and resources continuing to target them.

4. Asking to Schedule a Call

If it’s your first email to a potential customer, asking if they’re available for a ’10 minute chat’ is unlikely to do you any favours. They probably don’t know much – or perhaps anything at all – about your company, so will be reluctant to commit to a call where they feel they’re just going to be given the hard sell regarding a product they’re not interested in.

Instead, focus on building a relationship in your first email by offering the prospect something of value, and making it clear exactly how your product or service can benefit their business.

5. Building a Rapport

Building a good relationship with potential clients is a very important part of the whole sales process. Emailing back and forth is good to get the basics sorted, but it’s hard to inject some real personality and connect on a deeper level. In contrast, talking over the phone helps to breed trust and show that you’re genuine.

Ultimately people will always prefer to do business with people that they actually like, so it’s important to have the chance to build a rapport more organically.

6. Handling Rejections

If your prospect is on the verge of rejecting your offer or pulling out of a potential deal, now is definitely not the time to be communicating via email. You need to be able to address their concerns in a direct manner, and talking to someone is far more likely to put them at ease than reading words off a screen.

email handling rejection
Similarly, it’s incredibly hard attempting to convey empathy over email, and giving any form of negative feedback or handling a disagreement can come off as abrupt and create tension. It’s also worth remembering that emails can easily be shared and read again and again, so any information that is sensitive (or could become so in the future) is always best handled over the phone.

Before You Reach Out…

Good sales start with the right prospects; even the most carefully crafted campaign isn’t going to achieve good results if those you’re targeting have no real interest in your product or service or are unable to afford it, for example.

Global Database can help with this. It offers users access to millions of potential leads, all of which can be pre-qualified using filter options based on things like revenue, industry, number of employees, location and more. All of these records contain direct contact details, and you can even filter by seniority level to add only CEOs and other executives to your prospect list.

This not only allows you to reach straight out to decision makers, but also means you have enough data about the target company to make your sales offer irresistible to them, and even upsell something they really need in addition.

While email may be the go-to tool for the majority of business communications in today’s digital world, that doesn’t mean it should be used exclusively during the sales process. By failing to differentiate between times when a call is likely to be better suited than an email, you could ultimately see a negative impact on the whole sales process.

Picking up the phone will always work better in certain situations; it’s more personal, helps build trust and it’s much easier to sort out any issues or answer questions in an efficient manner. Just be sure to check that you’ve called while they’re not too busy, and be mindful of taking up too much of their time.

To find out more about Global Database’s sales-boosting company intelligence platform visit us at KS BusinessEmail Marketing,Mistake to avoidWhile there’s no doubt that email is still a very effective tool for sales and marketing purposes, there are some times when it just doesn’t make good business sense to shoot someone a message instead of picking up the phone. Here are six prime examples of when you should back away from the keyboard in […]