Email marketing can be a powerful tool, but using email *to sell* directly to new prospects often backfires. Many salespeople turn to email to avoid the discomfort of cold calling, gatekeepers, and voicemails. However, relying solely on email can damage your sales efforts.
Here are seven pitfalls to avoid when using email for sales:
1. **Ditch the Sales Pitch:** Avoid immediately pitching your product or service. Instead, focus on the challenges and problems your prospects face. Frame your message around issues you can potentially help solve, without assuming a fit.
2. **Email is Not a Primary Tool:** Don’t view email as your best option for reaching decision-makers. Use it as a backup or for sharing information after you’ve established a connection. Traditional, person-to-person communication is far more effective for initiating relationships.
3. **Remove Your Company Name from the Subject Line:** Leading with your company name makes you seem eager to present your product. Instead, craft subject lines that hint at solutions to potential problems.
4. **Don’t Train Prospects to Hide:** Over-reliance on email allows prospects to easily ignore you. They become accustomed to avoiding direct conversations, fearing a sales pressure. Foster open, pressure-free dialogues to encourage prospects to engage with you directly.
5. **Email Isn’t a Crutch:** Avoid using email to resolve awkward sales situations. If prospects aren’t returning calls, sending more emails likely won’t help. Direct phone calls or meetings are better for re-engaging cold prospects.
6. **Avoid ‘I’ and ‘We’:** Starting emails with “I” or “we” implies you prioritize your own sales goals over understanding the prospect’s needs. Focus on their challenges and how you might provide assistance.
7. **Consider Alternatives to Email Selling:** Explore other methods for connecting with prospects. Overcome the fear of phone calls, develop strategies for navigating gatekeepers, and learn how to reach decision-makers directly. By embracing these techniques, you’ll be more successful and confident.
Ultimately, think of email as a last resort. Develop your phone skills, master the art of engaging with gatekeepers, and learn to bypass voicemail. This will lead to a personal sales breakthrough.