Why You Should Take the Politeness Out of Your Sales Emails

By Heather R. Morgan

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The goal of a sales email is to start a conversation.

You want to pique enough interest, and show enough value, that you get the reader to hit “reply.”

But when you sit down to write a cold email, more often than not, you don’t know what to say. And while cold email isn’t nearly as uncomfortable as cold calling, chances are you feel a little weird showing up in someone’s inbox unannounced, trying to convince them you’re worth their time.

So, oftentimes, you might resort to being polite and using pleasantries such as, “I hope this messages finds you well,” or “How are you?” to try to make yourself feel less uncomfortable.

The thing is, being too polite in a cold email actually hurts your chance of getting a response. In addition to wasting your reader’s valuable time, politeness is an automatic signal that you’re selling something.

Have you ever heard the saying, “No one likes to be sold to, but everyone likes to buy?” As soon as your reader realizes you’re trying to sell them something, you’ve lost them. Which is why it’s so important to focus your tone and content on “adding value” instead of “selling.”

1. Don’t Be Polite, Be Considerate

While polite language may impress your grandmother’s friends at the dinner table, in email it’s a tell-tale sign you want something from your reader.

Take a moment to imagine you have a terrible headache, are in a rush, and want to purchase some Advil. When you make it into a drug store, the first sales associate you see asks, “Hi, how are you today?” and proceeds to tell you about a special deal they have going on. The result? You escape that one-way conversation as quickly as possible.

Another sales associate then sees you reading the aisle signs, walks over to you, and says, “Hey, can I help you find something?”

While the first sales associate is outwardly polite, she actually comes across as intrusive and caring more about her sales goals than your needs. In contrast, by asking a question in response to your behavior, the second sales associate shows greater empathy and is genuinely helpful.

How can you be like the second sales associate in your emails?

Let’s say you provide a service that helps companies identify and fix software bugs faster. Instead of using several paragraphs to explain who you are, why you’re reaching out, and even what your service is, focus on the benefits you can provide.

You might start off by saying, “Hi Joe, How often does your team struggle to find bugs in your code quickly?” This grabs the reader’s attention by immediately expressing value.

2. Eliminate the Filler

While filler does nothing but take up space and waste time, direct language exudes professionalism and efficiency and is more likely to inspire replies.

Since it can feel a little uncomfortable to jump right in, one way to make things feel more natural is to use “humble confidence.” Rather than relying Go to the full article.

Source:: Business 2 Community

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