On sales techniques

Just as we speak, I received a spam sales mail. As an L&D head, I receive a whole bunch of sales "spam". Not all of it classifies as spam, let me clarify. But a badly crafted sales message is spam. Similarly,

A mail that does not take the organization need into account.

A mail that uses techniques like "can we meet this week or next" is pointless - because I dont intend to meet - because your mail did not connect to our need at all.

A mail that is not compelling.

A mail that has no differentiator.

Yes, you are a training company and yes, I am a potential client. Yes you need to get my attention and I might be happier ignoring it. So, how to make that transition? To me the method is to stand out, make the other curious and thats it. When the need arises the client will come (having been on the other side).

Someone I had 5 years ago will be working with us because they are "different" - and that is what we seek now.

But my point is - unless your customer reads your mail your sales technique is of no use. And unless the customer finds it compelling enough, she may not read it. And she might not get around to seeing it as a compelling because she has no need.

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