People don’t have a problem with sales professionals. They have a problem with anyone who wastes their time and with unethical, boring, or unhelpful salespeople. |
That’s not the kind of salesperson you have to be. There are many ways to lose clients (and taint the profession’s reputation while you’re at it). Today, we’ll focus on one faux pas that’s common in our industry–sending generic emails with information that doesn’t apply to the recipient.
I told a Realtor exactly what kind of home I wanted, but at least once a week he sends me a generic e-mail with all of his listings, most of which are completely irrelevant to me. I have lost respect for him and delete his emails with nary a click. He does not own the process, he is not helpful, and worst yet, he is wasting my time. It may not technically count as spam, but it has the same effect on me. With this kind of “service,” I might as well do it on my own.
Tip: Don’t send customers generic marketing pieces with your homes or available inventory. Send customized pieces only.
To help hold yourself accountable, always start the email with something like, “Based on your desire to have (stated needs) I thought you would enjoy this,” or “Based on your concern about (stated concern), I thought you’d want to see this listing.”
If your clients feel like you are looking out for their interests and that you’re saving them time instead of wasting their precious time, you’ll gain their respect and appreciation. On the other hand, if your clients feel like just another email address in your contact list, you’ll lose their respect and likely, their business, too.
Here’s to keeping your prospects happy and earning what you’re worth!
Jason Forrest JASON FORREST (named one of 2012’s Top Young Trainers for Training magazine–a national, industry-wide publication) is an expert at creating high-performance sales cultures through complete training programs. He incorporates experiential learning (rather than theory) to increase sales, implement cultural accountability, and transform companies into sales organizations. A sales professional at heart, Forrest is the author of two previous books. Forrest’s competitive distinction is his behavior-modification approach (which focuses on people, process, and presentation) and his focus on culture change.
ABOUT FORREST PERFORMANCE GROUP
Forrest Performance Group specializes in culture change and creating urgency within sales teams and management. Forrest PG’s competitive distinction is its behavior modification approach as applied to a variety of programs, education, seminars and sales coach training offerings all aimed at dramatically improving sales force succes
Forrest Performance Group specializes in cultural awareness training and sales coaching programs. Forrest PG’s competitive distinction is its behavior modification approach as applied to a variety of programs, education, seminars and sales leadership training.
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