Winning Customers Through Emails: Possible?

Hey there,

I’m the guy you need to speak with for growing your business, which I am sure you are looking to!!!

Let’s chat – 15 minutes max? You can discuss your problems, challenges, and I will offer the solutions – well, you know: it’s my thing : )

Ok, I’ll stop at that – I despise “sales emails” and am sure you do too!

So send me your coordinates and I will get back.

Regards,
Tim

So, how would you describe this email?

  • Effort of an imbecile
  • Zero due diligence on understanding the requirements
  • Very low on email etiquette
  • Failed attempt

Answer: All of the above.

Hi John,

I noticed your post on LinkedIn regarding hiring in your Investment Research division. As it’s been about three weeks now since the time you posted and vacancies are open, I guess you have not made much headway.

Would you want to strategize it better? As a professional in this domain, I have some interesting ideas to share.

We could get on a call to discuss. Let me know a time convenient to you and I will call.

Regards,
Anna

Adjectives for the email?

  • Work of a pro
  • Efficient due diligence prior to initiating contact
  • High on email etiquette
  • More likely to be pursued

Answer: All of the above.

This brings me to the role written communication plays in customer engagement. It is a key step largely because it comes prior to engaging with the customer verbally. Therefore, it is very important that it should be precise, persuasive yet not loud or pushy.

Here are a few things one could keep in mind while initiating written communication with a customer:

  • Frame the apt relationship in mind with the customer before approaching. In other words, this means building the right mix of emotional and professional connect, without appearing generic. So for instance, if you are attempting to reach out to a peer-level professional, first think how you would approach your college-level peer (not friend) after a long gap. This will help you devise just the right blend of formal and informal approach.
  • Ensure your message is short and sweet, not time-consuming. Any mail that makes us scroll down to more than three short paragraphs is a dampener. Highlighting key points or italicizing words/phrases is a smart way to draw attention to specifics. A short communication means you value their time.
  • “No one size fits all”. Customize message to suit individual requirements. A mail addressed to Director of Operations of an asset management firm informing him/her of our services will be different from the one addressed to Head of Research in an equity research firm.
  • Keep your language simple and lucid. When people are hard-pressed for time, going through a sea of jargon is highly annoying. On the other hand, content conveyed with clarity may just do the trick for you!
  • A big NO to forceful and insistent language. Visualize someone banging loudly at your door to sell you a product, almost shouting. Now visualize the same person, showcasing the same product but with a different demeanour: enquiring about your requirement and then gently recommending you try out his services. Definitely the second option is a winner. The same goes for writing. A language that is gently persuasive – “you could avail of our cost-effective services” Or “may I recommend” – resonates deeper than obstinate insistence. The logic is simple: your services will be availed of only if there is a requirement. So why push for it annoyingly? Rather, a gentle persuasive language may stick with the customer and he could come back to you whenever the requirement arises.

    Written communication complements verbal interaction. In most cases, it serves as the foundation for taking interaction forward. So, if you get your foundation right, the sky could be the limit.