7 Pitfalls of Using Email for Sales Outreach
Pitfall of using email
The fear of rejection, the challenge of dealing with gatekeepers and voicemail, and the desire to avoid the negative connotations of spam have led many salespeople to resort to email as a means of generating new prospect relationships. However, relying solely on email for selling comes with its fair share of drawbacks, hindering the establishment of natural dialogue and trust between parties. In this article, we will explore seven common pitfalls associated with using email for sales outreach.
Fear of Rejection:
The anticipation of rejection often drives salespeople to opt for email outreach, as it feels less daunting to receive no response than to hear a direct verbal rejection.
Blocked by Gatekeepers and Voicemail:
When salespeople struggle to bypass gatekeepers and voicemail, they may resort to email as a convenient alternative, perceiving it to be less aggravating and energy-consuming.
Lack of Natural Dialogue:
Using email to approach someone unfamiliar makes it challenging to establish the natural dialogue necessary for building a strong, long-term relationship based on trust.
Misleading Introductory Emails:
Although most people despise email spam, some salespeople still send introductory emails to decision-makers, believing their credibility will set them apart from typical spam solicitors. However, such emails often follow the traditional three-part sales pitch, making it evident that the sole objective is self-serving rather than addressing the prospect’s needs.
To avoid these pitfalls, here are seven crucial recommendations:
Avoid Sales Pitches:
If you must initiate contact via email, focus on highlighting the issues and problems your prospects may be facing without assuming an immediate match.
Email as a Backup Option:
View email as a secondary means of communication rather than the primary method for creating new relationships. Use it primarily for sharing information and documents after building rapport with a prospect.
Subject Line:
Refrain from placing your company name and solution at the forefront, as this may give the impression of a sales-focused presentation. Instead, adopt a humble subject line that alludes to the issues you can potentially assist prospects in resolving.
Encourage Phone Conversations:
Avoid conditioning prospects to hide behind email by relying solely on electronic communication. Encourage phone calls and face-to-face meetings to foster more meaningful interactions and eliminate sales pressure.
Avoid Email as a Crutch:
Using email to address sticky sales situations may inadvertently trigger prospects to withdraw further. In contrast, personal phone calls or meetings provide a more human and direct approach to reconnecting.
Eliminate Self-Centered Language:
Starting an introductory email with “I” or “we” may signal a self-serving intent and categorize your message as spam. Instead, adopt a natural conversational tone that shows genuine interest in understanding the prospect’s needs.
Consider Alternatives:
Whenever possible, avoid relying solely on email for selling. Embrace new techniques for engaging gatekeepers and decision-makers through effective communication and confidence-building strategies.
By embracing these recommendations, you can gradually shift away from email as your primary selling tool and experience more fruitful and meaningful interactions with potential prospects. Mastering the art of effective communication and relationship-building will lead to your personal selling breakthrough, making you part of the successful sales professionals who have transcended traditional approaches.
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