Executive Suite Selling on the Internet Emails, electronic chatting, and SMS text messaging should all be a part of your selling strategy. By David Claerbaut For the past few months, we have been discussing selling in the printing industry. We have talked about successful face-to-face and telephone methods. We now move to that vast, newer universe—the Internet. By the Internet, I mean either a chat or a consistent exchange of emails. In fact, you can even include text messaging here on your smartphone. First, remember you have minimum impact here. You have only written words. If you have video (as you might on the phone), it is a plus, but still the bulk of the influence will be exerted in words, minus a voice. You must establish rapport, so starting with some humor will be really helpful. If you are concerned that the prospect will not understand your intent, you might put as a suffix to your humorous line, LOL. Humor that is brief will help. Then move on to some prepared bonding. Right here, there is something to be sure you understand. If the communication is truly conversational— a quick back-and-forth as in the case of “chat room” or text messaging interaction—you can go a bit further in bonding. If, however, there is any time lag in the exchanges, you are wise to make that brief as it can “get old” quickly. In all cases, before you get to business tell her you did some research on her company and you understand… Once you get an affirmative or a clarification on that, David C. Claerbaut Get expert problem-solving inexpensively. Ask Dr. David about his special online and phone consulting. He has been solving printing problems for over 25 years. He can help you with yours. Reach him at 702/354-7000 or drdavid@fcbb.com. Karen if appropriate),” Under no circumstance simply sail right in with your message, potentially depersonalizing your relationship with her in the process. Also, always finish with something like, “Regards, David” Again, go personal. Selling Cycle Industries vary in the length of a selling cycle. Car salespeople will try to close now, given the impulse nature of many car purchases. Corporate selling is rarely that way. It is often a series of steps. In any case, telephone and email selling will often take longer. The basic principle is: The lower the impact the longer the cycle. Keep that in mind, but under no circumstances let that keep you from closing in some way on each contact. Summary Selling on the Internet is different from face-to-face selling, but not that much. Yes, you have less impact than in-the-flesh, but you do have impact. Be at your best writing at the keyboard, and then stay with elements of the funnel, and you will soon be cashing more checks. you can move ahead to the basic funnel process (discussed previousl), but with this proviso: Get to the point clearly, using the minimum number of words possible. It is better to under than over-explain as reading long messages can be tedious. Always ask the questions first. You can present at the end. For sure, spell correctly and use proper grammar. One spelling snag and you have put the dunce cap on your own head. Spelling and grammar are the rough equivalents to appearance (dressing style, etc.) in a face-to-face get together. Here you really want to close, because you have such a limited grip on the prospect, using only written words. If distance is an issue and a face-to-face contact is impractical, try to get a phone call scheduled. You want to ramp up the impact if you can. Straight Email But what if you can only send an email? Once again, minimize presentation and maximize your interest in her needs. You can open the email by stating that you want to be sure you can meet the needs of her company, so in the spirit, you have a few questions for her. If you know you will be communicating with some regularity, you may not want to toss in all the questions on the first message, but you do want to ask the questions. If the prospect comes back with a question for you, do not duck it. Answer it and either a) ask her something of import, or b) go for the close if you feel it is time. The other rules are the same. Brief, to the point, and correct. Now get this: In what I call straight email never fail to start each one with “Ms. Johnson (or 28 Quick Printing | April 2015 MyPRINTResource.com
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