I fully believe in email automation. I have spent a lot of money on emails. If I told you what I spent on getting the right emails written you would probably be sick!
But, done well, it will bring you sales you probably would not have got if you only relied on yourself and/or your sales team.
Why? Because you don’t know when a prospect is going to buy. You just need to be the person or company they think of when they decide to buy. Email automation puts you in front of them.
Don’t get me wrong, I’m not trying to take the sales person out of the equation.
What I’m talking about is adding email automation to the sales formula.
So what is email automation?
It is when emails are ‘triggered’ by clicked links in an email, or a trigger on a CRM, there are numerous ways to trigger the email and it can become very complicated.
But, I try to keep mine as simple as possible.
Most email automation is used at the beginning of a sales process to help turn a prospect into a client. Just as much automation should be used at client level considering this wise quote, ’80% of businesses comes from 20% of your customers!’. We all want new business, but please don’t forget about your clients, this is a separate article!
In this article I’m talking about the beginning of the sales cycle.
Let’s start with the scenario that you have had some interest from a prospect. They may have been a lead from a source, or they may have been cold called by a sales person. Either way they have put their hands up and shown interest.
It is at this stage the email automation can work its magic.
The job of the auto emails going out now are to entice that prospect in, build trust with the prospect, and make that prospect decide to do business with you.
A quick P.S. You can’t just send one, chances are slim to work. I currently send 20+ email. Nearly every day!
I use testimonial a lot at this stage. This builds up the trust in the prospect.
There are 7 emotions to think about in these emails. (I like to use the top 3)
- Fear
- Greed
- Exclusivity
- Flattery
- Anger
- Guilt
- Salvation
These 7 emotions are what get human beings to buy. Think of sales strategies that you have bought into. It may have been a limited time offer. This is used a lot in e-commerce. But these strategies get ignored in B2B, but they work!
A marketing/sales plan like this doesn’t happen over night. You need to think about the path you want your prospects to take. You need to write the copy (email me if you want to know who I use). We all have different services and products so the structure is different, but it all comes down to the same principles.
I urge you to look at this area of your business seriously. You will start getting business that you probably would have missed.
Good luck.
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