Email: your perfect secret sales weapon

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It puzzles me that the majority of businesses try to take potential customers from “nice to meet you” to “let’s get married” in the space of a couple of web pages, rather than taking the long view with email. Web pages are very weak for filling in the meat of the selling process, no matter how good you are at copywriting (and let’s face it—few of us are that good). But they are great for starting that process by capturing an email address—and for finishing it by providing an easy-to-use mechanism for payment. But even a half-competent copy monkey using email over the course of weeks can blow away the best A-level copywriter’s sales page, which has to sell then and there.

With email you can ask all kinds of questions using quick surveys, and deal with all the angles or reasons people might buy, without having to sound like you’re assuming anything about any particular person. If you’re cunning, you can even use systems like Office Autopilot or InfusionSoft to email people based on where they are in the buying process, what the most important benefit is to them, and so on.

That’s just impossible to do in a single web page.

Furthermore, email, by its very nature, lets you do this gently, gradually, without pressure—either for your prospect, or for you. And this is really important, because as I’ve said, when you feel pressured you automatically respond by trying to control the wrong outcomes (point #1). Email gives you lots of little chances to tell your prospect how to get what he wants, instead of one big chance you’re afraid of blowing.

Plus, because it is a highly personal medium, you give your prospect the reassurance he can reply and talk to you directly if he’d like.

All this combines to make a perfect environment for getting more sales. In fact, using email is perhaps the perfect way to sell. It removes the appearance of selling entirely, and replaces it with an ongoing conversation, where you simply keep telling your prospect how to get what he wants.

How well are you implementing the points above? Have you found any places you can use them in your existing processes? Are you using email to sell—or thinking about it? Share your experience in the comments below. Source: blog.kissmetrics.com by Bnonn

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Posted on February 17, 2016, in AGENT TRAINING, QUICK TIPS, REALTORS and tagged , , , , , , . Bookmark the permalink. Leave a comment.

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