A lot of successful sales people are amazing deal closers. A lot of them traditionally used cold calling straight out of the telephone directory or by knocking on doors to get meetings or gain the attention of a prospect. But in the 21st century, marketing techniques have changed in many ways.
Cold calling isn’t typically going to get you very far in terms of digital selling. If you use email as a cold calling tool, for example, you’re most likely going to end up in the spam or junk filter, which is worse than a door slamming or phone call that’s hung up because you don’t even get a chance to try out your best sales pitch.
How then, do you utilise email marketing to close deals with prospects when they’re cold, rather than hot, leads which are already interested in you?
Email Marketing Tips
1. Get Them Hot – You can compel strangers to become interested in what you are selling. How? Make them want information from you. You can do this through creative marketing techniques in pay per click ads, banner advertising, social and content marketing. A great way to do this is to provide enough information to get someone interested and then have them click to learn more. When they click, they are taken to your squeeze page or your sales letter where you can make your pitch.
2. Offer Something Of Value For Nothing – The best way to use email marketing as a sales tool, is to make your prospects interested in what you have to say. A good way to do this is to write a newsletter or an email course that allows you to deliver information via email. Get them intrigued into signing up and deliver useful information that keeps people opening your emails. Start with a great subject line and an interesting opening paragraph that will “hook” the reader and then finish up with a call to action and something that will pique interest in the next communication you’re planning. A preview of future communications can increase the chances that your next email will be opened.
3. Get Recommended – Sure, people might not open an email from you about your special offer when they’ve never heard of you, but if someone they know and trust forward them an email, there’s a MUCH better chance of that message being opened and read. Encourage your readers to forward on your messages and refer their friends. Do this with valuable content and you may want to do this through offering a referral incentive as well. There are tools that can help you track and reward for referrals.
Sales and marketing methods have certainly evolved so be sure you’re not a “dinosaur” using methods that no longer work. Email marketing can be a valuable sales tool if you use the right techniques. Learn all you can about effective 21st century marketing strategies for online and affiliate marketing and you could drive profit and expand your customer base.
See you at the top of Google!
Sean Rasmussen
SEO Australia Pacific
AussieSEO.com © 2007 - 2010
Hi Sean,
Three good pointers, I like the give them a freebie approach provided it is of value. If it is of little value I think you will loose them.
Value is important in anything you offer to people and it has to be relevant and related to what you are approaching them about.
I used to work in a call centre, and from experience I know how hard cold calling can be to entice customers. However having your own niche in which customers visiting your site are interested in the material is a big help. However getting them to the site, and keeping them interested in you is two different things. Its useful to be presented with these tips on how to keep people interested in you, ie through the newsletter. Once people read one and are interested they will surely come back for more. Thanks again for the tips!
I remember once listening to an audio about a successful salesman who managed to convince a commercial property buyer that he should pay an extra hundred and fifty thousand dollars to purchase one of his listed properties. It was interesting to see the salesman’s strategies he used to convince the buyer. I guess he was just another example of an “amazing deal closer”.
Hi Sean
Very useful stuff. A couple questions:
1. Do you have any rules of thumb on how frequently to broadcast to your e-mail list?
2. Do you use “forward to a friend” features or is the message usually within the e-mail?
Thanks!
David
Hi David,
I think the frequency depends on the demographic of your list and how you built that list. Sometimes a daily email can just result in your email being deleted, marked as spam or being unsubscribed from your list.
.-= Cemil´s last blog ..Scribe SEO Plugin – Making SEO Easy =-.
Thanks Cemil for the feedback. I guess that’s where it also helps if you use reputable service providers like Aweber and MailChimp who would likely have relationships with ISP’s.
Probably the best rule of thumb is to go with your gut feeling David. How many emails would you consider spammy or over the top if they were being sent to you?
Because scenarios vary so much that is an excellent tip of Sean’s to decide if you would like to be the recipient of your email marketing.
I haven’t put a ‘foward to a friend’ feature on an email I am sending to make initial contact.
If it’s about something new and it’s going to a list of people that are subscribed to a newsletter or the likes then yes I would.
Depending on the circumstance I would also put one on any follow up email after having made an initial direct approach to someone who has inquired.
I am looking forward to building my own list so I can do email marketing. I am told its the majority of income earned by full time marketers.
Email marketing tips in this article are very helpful.
.-= David Pearse´s last blog ..Learn Internet Marketing For Free!!! =-.
Me too and I await with bated breath for some good processes that work for the traffic to build it
The advice Sean has offered here is exactly so. Even now, if I get a “cold call” phone call, I am not interested and tell them so. Internet marketing is no different. I also know that I have opened emails that have been recommended by someone I trust.
I also agree with Cemil. If I get emailed everyday, I end up treating it as spam and put it in my junk list. Everything in moderation.
Cath
Hi Sean
Email marketing is getting a whole lot more inteesting.
This is a very valuable post and I can see where knowing exactly what to say in the heading of the email to get people to open it up is so very important.
I have been attracted by emails at times and when I have opened them up there is so much information and it takes the writer so long to get to the point that I just exit out.
Short and sweet to start with don’t you think?
As usual, great information Sean,
.-= Elly Wilson´s last blog .. =-.
Oh that is so true – long emails drive me nuts – if they can’t get right to the point then I don’t bother with them and just hit delete.
There is a school of thought that it is the way to go – so I suppose trial testing is one way to go.
I think it depends on the subject matter – if its a sales pitch or even just pre-selling; if it is actionable material, usefule information or educational then the longer email may be the way to go.
I know on my gardening campaign I have longer emails – as they are about useful tips and what to do etc – but I do try even then to keep them short (ish)
Some great pointers Sean , especially for people like me being new to marketing there’s a whole lot to learn , especially changing from a consumer to a seller.
.-= tony shirren´s last blog ..Day Trader =-.
Hi Sean,
then all get read.
Cold calling is something I have not been able to do in the past.
Emails everyday from someone only pushing their product often get transferred to the spam file, I am more inclined to look at them if it is just once a week, Unless of course it is from Sean
.-= RitaPepper´s last blog ..Learn and Earn =-.
Those are good email marketing tips. It is all about developing a relationship with the adressee – and building credibility and trust BEFORE even thinking about promotion and selling. Pre-selling is a necessary step before offering a product or service – and offering useful free gifts and providing good information first is the only way to go.
I like the idea of giving a preview of future communcations
It sounds like you are applying what works offline, online.
.-= Anthony The Travel Tart´s last blog ..Become Vampire – Or At Least Kill One Yourself With A True Blood Stake in New Zealand =-.
Hi Sean,
I keep seeing everyone write about how the money is in the list. So, I’m really looking forward to starting an email marketing campaign. Again, I’ve been taking notice of the emails I receive so I can get a sense of what works and what doesn’t.
I think it’s important to address people by their name. We give it out when we sign up to receive the email, so why can’t it be used when sending us an email?
Also, if you’re going to offer something for free; make it genuine. Sometimes the things that people give away do more damage to themselves than if they’d sent nothing at all.
.-= Jazz Salinger´s last blog ..Learn and Earn – It’s a Marathon Not a Sprint =-.
I agree with you that giveaways need to be of genuine usefulness – gee, how many have I collected that aren’t!
Yes, too I agree re using first names – it is easy to set up the email campaign to do it – if you get emails that don’t include it – the sender hasn’t set up his autoresponder correctly, or couldn’t be bothered!
Email marketing is going to play a bigger part of internet marketing in the future.
The power is in your list and its a valuable tool that is often under-utilised.
I know that I get emails and can’t remember signing up for them. They don’t have long to make an impression so the advice about a catchy heading is great. The opening paragraph must be relevant and concise or I will click off. Also giving valuable information is another hook. The call to action is an essential tool in marketing that often gets overlooked.
A sense of urgency is another tip I have learnt – make the special price only for the first 25 people. I remember working in a call centre for a company that advertised free steak knives if you called in the next 10 mins. Some of you will know who I am talking about! The phone lines were absolutely full for hours and the funny thing is that everyone got the knives, not just for calling within 10 mins but the sense of urgency made them respond to the call to action!
I especially like the idea of previewing what the next email will be about – tell people in advance what to expect, it makes them feel safer and when you do what you say you will do, it increases trust in you and displays your integrity.
Email marketing is the modern form of targeted marketing. I am still a bit scared of if and haven’t started an email list yet, but it is the next step on my list.
Sean has given some great tips here how to get it right. For me it (as always) boils down to delivering quality content and quality products. This way it is very unlikely to be received as spam but will add value to the receivers.
.-= Renee´s last blog ..Self Improvement Books – What Are Your Favourites =-.
You can’t go wrong with quality content couple up with a quality product Renee, all the best with your email marketing
Lots of really good points made. Personally, I feel that getting recommended is the best point because it is leveraging a trusted relationship to get a chance to pitch.
.-= Lincoln´s last blog ..Grown Ups =-.
Email Marketing is a bit new to me, though I have started building a list, and using it for RSS purposes.
Personally if someone is just trying to sell to me constantly, I will quickly unsubscribe.
As you have mention if they are adding some value, its enough to pique my interest to want to know more.
Thanks for the pointers on ways to get started.
.-= Cade´s last blog ..Chauffeured Limousine Service =-.
Up to now I am on the receiving end of email marketing. I have subscribed to a number of newsletters, and realized that there can be huge differences in quality.
The nice thing for the client is that if they don’t like it anymore – just unsubscribe. That gives you total control over what you think is adding value for you or not.
On the other hand it keeps us internet marketers on our toes, because we have to make sure we really deliver something of value (even if it is for no money to begin with) to build up a following that is interested in what we have to say and offer.
It is tough, but I am sure extremely rewarding once you succeed.
.-= Renee´s last blog ..Self Improvement – 25 Self Motivation Quotes =-.
Hi Renee,
I love the unsubscribe button and I’ve started to use it ruthlessly. Recently I decided to unsubscribe from any email marketing where I’m not addressed by my name and the content is not what I expected.
I think I’ve learned all I need to from poor quality emails. Now I need to find more high quality stuff to see what else I can learn.
.-= Jazz Salinger´s last blog ..Finding Your Passion =-.
Like Jazz, I too have learned to be ruthless and use the ‘unsubscribe’ button – to the point I only accept newsletter etc from 3 or 4 – people I think offer worthwhile offers and information.
Too many marketers who email campaign only offer something interesting initially, and then, thereafter, flood your inbox with every possible offer they lay their hands on.
I also unsubscribe excessively long emails, and those that hit the inbox more than once a week.
I also, delete those that have headingd like “you have a cheque waiting” ….. yeah right!
Hi Sean,
I like your ideas on email marketing. Emails are cheap and relatively easy way to market. Also if in a marketing strategy could we encourage each contact to send our offer on to their email list and offer an incentive for then to do so.
I once heard a lady in a seminar talk on this strategy she uses to build her list and said it very effective. I’m not sure on the finer details of how she made it work. Could this also be a good marketing strategy to consider, Sean?
Cold Calling are not words I like to use or do. Quite honestly they give me the shivers! Generally it conjures up ideas of knocking on doors (or today appearing in the inbox), forcing your way in and ‘standing over’ someone to convince them till they eventually give in just to get rid of you.
Putting information out there that catches THEIR attention and entices THEIR interest is a great way to start because then they are looking and you are not chasing.
Offering them something for free is a nice little carrot and of course attached to that is a way of being present more information on your business. It gets the rapport and business building relationship started. It doesn’t always ‘capture’ them but certainly gets them looking to start.
Then when they do jump on board they are more likely to recommend you.
“A well taken care of customer can be worth more than $10,000 in advertising” Jim Rohn
I agree with you Bernadette – cold calling gives me the shivers too. Like most I don’t appreciate unsolicited calls or emails.
One thing to do on a blog is to make yourself accessible – by giving a phone number, Skypename or email – and let readers know you are willing to help them with a question etc.
You can also use this for a survey or to ask them what they want to see in your emails.
Generally, this isn’t abused. You can always use a dedicated email address if you want to as well.
My poor husband use to be a real estate agent during a recession and he had to cold call to get listings. What a terrible experience. I think it is getting harder to do email marketing when people don’t know who you are as I know personally if I don’t know the person trying to sell me something I immediately delete it. You definately need to build a relationship up with the prospective buyer.
.-= Jackie Stenhouse´s last blog ..Anxiety Separation in Children =-.
While we don’t need to disclose loads of personal information, but having a ‘business’ profile with links to your websites and so on (preferably with testimonials) can help people feel that you are more than a fly-by-night character. If it is a local business such as Real Estate, having a personal blog or website, with basic information about self PLUS helpful free information will give readers more confidence when they check you out.
As you build rapport with clients and other related businesses you can link them in too which also enhances your credibility making you more trust worthy.
Much like Jackie any cold calling email marketing gets the delete button from me too. Sometimes it doesn’t even pay to respond with unsubscribe because some is just spam and you get even more back.