Tools of the Trade: Using E-mail in the Sales Process

You've presented your case to the prospect and the offer is on the table. Now comes the hard part—the tough negotiations that will largely determine whether you get the order.

You can greatly improve your odds of completing the deal by employing an art often neglected by sales pros: writing. Before and after every phone call or in-person meeting during the negotiating process, hit the keyboard and send a brief, informative e-mail that clarifies and advances the discussion.

E-mail is, of course, no substitute for face-to-face interaction at this or any stage of the sales process, as it doesn’t help you gauge the critical nuances of verbal inflection and body language.

But a series of smartly written messages during negotiations can serve as markers for what’s been agreed to and what’s still on the table. More important, it can solidify your bargaining position in a number of subtle yet effective ways.

Here are a few tips on how to use e-mail to your advantage during negotiations:

·        Stay on topic. Don’t rehash your entire pitch at every stage of negotiations—the prospect doesn’t have time for this. Start the message with a focused point, and back it up with one or two specific supporting points (e.g., “We can offer an additional 10% discount for a commitment of a 6 month subscription. This would glean you an extra 50.00 per month to use elsewhere in your advertising budget.…”).

·        Keep it moving. Avoid giving the prospect an opportunity to shut down the conversation. Ask open-ended questions designed to draw out a meaningful response, not a simple yes or no (e.g., “Based on the advertising needs you’ve outlined in our discussions, how does this latest proposal fit in with your expectations?).

·        Stay calm. If negotiations start to get heated, don’t use e-mail as the medium in which to vent your frustrations. Remember that once you’ve hit Send, anything you’ve written can and will be used against you. Because e-mail is a “flat” medium in which the recipient often has no idea whether you’re joking or fuming, you’re better off sticking to a positive message (e.g., “I can appreciate your concern about pricing. Our product offers features our competitors haven’t clued in on yet. Furthermore, we give you complete site control…)

·        Stick to the benefits. You can disarm the other party by always presenting your case in the context of the prospect’s needs. It’s not about what you’re offering—it’s about the prospect and the benefits he or she can achieve. This is particularly effective when you bring out the core emotional benefit (e.g., “We can certainly look at extending the added value program if you’re willing to upgrade to our 12 month package which would include one banner ad to run 1 full year in conjunction with your ad..”).

·        Be flexible. If you’ve hit a dead end in your discussions, use your e-mail messages to bring up alternative solutions that better fit the prospect’s needs (e.g., “I understand the 12 month subscription is  beyond your budget range. If we were able to get you into our 6 month plan you could meet your budgetary constraints and still have a buffer to work with.)

When you communicate your negotiating position clearly in writing, you establish the framework of the discussion, and you set the stage for more productive phone calls or face-to-face meetings. Each e-mail message should serve as a guiding document on the way towards a successful deal.

Stay confident and understand that your solution is ultimately what the client needs. It’s up to you to make this crystal clear. It’s time to do it so get up, get motivated and become part of the 20%. You know who you are.

So You Have to Make a Sales Call: Panic or Embrace?

Too many people in business look at the telephone as an anchor--that's how they feel about lifting it when they have to make outgoing calls to potential clients. For some, you'd think it was covered with spiders or that it might electrocute them if they touch it. That reaction revolves around the fear of rejection. Granted, not too many people are brave enough to willingly put themselves in a position to be rejected. However, those who do will find all sorts of long-term rewards for the temporary pain they'll experience.

With the right attitude and by paying close attention to what happens, each rejection you deal with will be a learning experience. You'll learn what not to say and when not to call. The key here is to turn that around so you can master what to say and when to call. With every rejection, you'll want to take a quick moment to analyze the situation in order to benefit from it. Rather than letting it ruin your attitude for the next call, you should find yourself saying, "Well, that didn't work. What's a better way to say it?"

With proper fine-tuning, you'll soon find your calls being well received and you'll experience fewer rejections. To save you some time on this learning curve, here are eight points you need to consider before making any business calls.

1. Develop a professional greeting. Don't just say hello and jump into your telephone presentation without taking a breath or allowing the other party to participate. Your greeting should err on the side of formality. Begin with Mr., Mrs. or Ms, as in "Good morning, Mr. Smith." Or "Good evening, Mrs. Jones." Everyone else says, "Hello." Be different. Be professional.

2. Introduce yourself and your company."My name is Sally Smith with ABC Company. We're a local firm that specializes in helping businesses like yours save money." Don't get too specific yet. Don't mention your product. If you do, that allows the other party to say, "Oh, we're happy with what we've got. Thanks anyway," and hang up. By keeping your introduction general, yet mentioning a benefit, you'll peak your prospect's curiosity and keep them on the line longer.

3. Express gratitude. Always thank the potential client for allowing you a few moments in his busy day. Tell him that you won't waste a second of his time. "I want to thank you for taking my call. This will only involve a moment of your time so you can get back to your busy schedule." Don't say that you'll "just take a moment." The feeling evoked by them hearing that you'll take anything from them will put them off.


4. State the purpose of your call. It's best if you can provide the purpose within a question. "If we can show you a way to improve the quality of your product at a lower cost, would you be interested to know more?" This is very likely to get a yes response. At this point, you're ready to start selling an opportunity to meet this person or to get their permission to provide them with more information. You're not selling your product yet--you're selling what your product will do for him.

5. Schedule a meeting. Get a confirmation to meet, either in person or teleconference to get the information you need in order to give a solid presentation. If he's so interested that he wants to do it right then and there, that's  OK too.

6. If a face-to-face meeting is the most appropriate next step, use the alternate-of-choice questioning strategy. Offer him two times, "Mr. Johnson, I can pop by your office at 2:15 p.m. today to discuss this further. Or would 9:45 a.m. tomorrow better suit your schedule?" You didn't say, “When can we meet?" When you use the alternate of choice, you take control of getting the appointment. And note: Asking for an off-hour gets you noticed. There's something about setting a meeting at an off-hour that says you're a salesperson who'll be punctual and respect your prospect's time. Try it.

7. Thank them for their time today and for the upcoming appointment. Reconfirm the date, time and location of the appointment. Ask for directions if you need them. Tell him how much preparation you'll do in order to make the best use of the time you'll share. Give him your contact information this way: "If anything else comes to mind that I should be aware of prior to our meeting, please contact me at (212) 555-1212." 

8. Follow up. If your meeting is more than a few days in the future, send a letter of confirmation immediately. If the meeting is tomorrow, send an e-mail confirmation. Keep it short and upbeat.

That's about it for getting past those sales call blues. Remember, rejection does suck. Like failure though, each will bring you closer to ultimate success. Take notes. Make comparisons. Take a few mental shots of before and after scenarios in your mind. With motivation and resolve, there is little you cannot do.