..
Yes, it’s true.
That’s what directors do, they read Excel sheets and reports, confidential emails from employees about compensation, and send out emails.
This means, it’s the directors favorite communication tool of choice.
If your director is working from home and not contactable by phone, how do they contact you? Many times it’s by _ _ _ _ _.
..
Rig the game in your favour?
Most sales people are fantastic at speaking, but ignore developing being fantastic at emails.
But you can only get a good conversation with someone if they believe it’s worth the time in their diary. From calling cold the person on the front desk going upwards to the director, that can be possibly 5 to 10 levels upwards; of trial and error too. And each level gets tougher as each person higher is more skilled and more experienced in saying: “Not now.”
..
Or use sales emails to by-pass a lot of “Not now” people and engage the director directly.
What a great opportunity to miss. Don’t believe me, then go to the first three directors on their laptop in your organisation, and see what type of emails they are reading. Their inbox and folders are full of important stuff.
..
This means you need to develop a set of different emails
Crucially, your introductory email should not just be one single email repeated several times. It should be at least 3-5 different types of emails on different subjects, but with consistency. Advertising agencies always use a drip-feed/educational message in their adverts to introduce or re-launch a product.
Huh?
Yes. For example if you were introducing a new car, then you may consider this order:
Email 1: Insights on the drivers car seat, it’s comfort and how it makes you feel like a rock star.
Email 2: Impress your VIP passengers during business meetings.
Email 3: Amazing facilities for taking calls while driving.
Now you maybe wondering, don’t marketing create these type of emails through email marketing? Yes they do… Kind of. However, the difference is, is that marketing create amazing brand materials so that your company is trustworthy and allows the buyer to feel reassured they have made the right purchase.
..
Bridging the How and Why Gap for Directors through emails
On the other hand, you are introducing yourself as the person who can bridge that gap to the prospect, as currently they have no idea how or why they should be talking to you. The prospect wants the best offer to them, so your email gives them a snippet – a taster to fulfill their own dreams – and a chance to discuss their own requirements.
Marketing material will show the full solution that’s aimed at the middle mass market, looks good socially and generalised, and it meets brand guidelines. (Another post will cover this subject.) However, make no mistake we need marketing materials or the prospect won’t engage in you either. I know this from marketing communications studies.
Back to sales: Your emails are tailored to an exact audience that you know well, as you talk to them daily. Your educational emails can of course include links to marketing’s branded materials to give them the idea of what it looks like.
..
Social Media
Can’t you just post on social media and hope they watch a video?
You can, but if you’ve ever been in a rush and scrolled through 25 adverts, and have 2 minutes left to scroll through Facebook or LinkedIn, then that’s what a Director’s time is like.
By email, you can catch them where they spend a lot more time and you are in their Inbox, where all the other important data and company projects they are working on sit.
Feeling a bit more convinced that you want to get better at sales emails now?
..
Sales Email Tips 