The Internet era has revolutionized our communication. It has revolutionized the way many people sell, too, and not for the better. When you sell using email and the like, you are selling with one hand tied behind your back. This is not the position you want to be in for any competitive situation.
The statistics related to communication effectiveness are well known. Ten percent or so of our message is conveyed by the words we use. The remainder is relayed by our tone and body language. Email limits our communication and thus sales effectiveness proportionately.
Email can be a nice solution to large geographic territories, the expectation of instantaneous response, and the navigation of time zones. It can be a handy way to convey data and facts (e.g., “To confirm, we are set to meet next Tuesday morning at nine.”) Beyond that, it has profound limitations, the most dangerous being that it is an unemotional one-way medium.
When an email is sent (e.g., “Attached is our proposal; please let me know what you think”), there is no way to tell how the receiver truly feels about its contents at the moment it is received. This is dangerous because although your customers shop logically, they buy emotionally. Selling by email helps your buyer to shop, but not to buy (your products or services, that is).
When you sell by email you can’t help your buyers in their moments of need. This will result in fewer closes as they go with the company that takes the time to talk to them.
Your job is to make a human connection with buyers and help them navigate the yes/no decision regarding their deal. Selling by email says to the buyer, “You are on your own,” regardless of the actual verbiage contained within the message.
When put in this position, most buyers will commoditize your offering and simply rank it by price and features versus the other “bids.” They may assess the value your offering brings, but they will use their own yardstick, not yours. If they have any misunderstandings, misinformation, or knowledge gaps, those will remain unaddressed.
How your buyer perceives the value of your offering is critical to your success. Price is more elastic when the perception of value is high. Profit is thus similarly affected. Small differences in features (e.g., your model does not come in red) are more easily overlooked by buyers when they are clear on how the value you can bring matches their needs.
Helping a buyer see how your offering will meet their needs and deliver value is an iterative process requiring two-way communication. Sellers who rely on email short circuit this process and lose more deals than they win.
Email is hurting your sales effectiveness if you are…
Emailing out your quotes or proposals: This is a sales killer. Your buyer needs help interpreting your quote. Misinterpretation may make the competition’s quote look much better. Help your buyer choose you by presenting your quote person to person (by phone or face to face).
Responding to buyer objections by email: Even if the buyer communicates an objection by email, phone them back to stop this exchange before it ever gets started. Handling objections requires questions and conversation (“I understand your concerns. Can you tell me what’s behind them?”). Conducted over email, such an exchange will suck the life out of your sale.
Negotiating price over email: If you weren’t commoditized by this point, you surely will be afterward. Pick up the phone or hop in the car for this sensitive conversation.
So, analyze your sales process. Pick the sales junctures at which person-to-person selling is a must and endeavor to make those interactions happen. In so doing you will ensure you can engage in hands-on conversational selling, rather hands-off ‘sales by email’. With both hands freed from behind your back, you will be infinitely more effective.