4 Tips for Using Email to Convert Prospects to Customers: Part II


The second post in this two-article series is also written by Rich Mauser, Sr. Email Marketing Manager for Business.com. In part one, Rich shared his tips for more optimized email campaigns. Email marketing is great way for B2B businesses to generate leads, nurture leads and turn those with an interest into long-term and loyal customers.  In part two, he shares two more quick and easy email tips (plus two bonus tips!) to capture the attention of email readers, cultivate conversation and convert more email subscribers into customers.

3. Focus On Your Prospect, Not on Yourself

The biggest mistake most people make in their first email interaction with a prospect is that they try to sell too early. They invariably end up talking all about their company and their product and how great it is. Your initial email interactions should focus on your prospects, not on you, your company or your products. Ask about them and their needs. Take an interest in them and help them get what they want, rather than what you want. Think of it like you’re out in the dating scene. You don’t approach someone the first time you meet them, then tell them everything about yourself, how great you are, and all the things you’ve accomplished, and then ask them to go home with you, right? Right?? A great way to stay focused on you prospect is to offer them something of value, real value that is relevant to what THEY want. A free report, a guide to choosing ABC widgets, etc. Give them something that will help them get what they want.

4. Ask for a Reply

The great Dr. Robert Cialdini, in his book “Influence: The Psychology and Power of Persuasion” discovered some fundamental things about human behavior that have been helping marketers for many years. One of the behaviors he discovered was “commitment and consistency”. Dr.Cialdini concluded that people tend to behave consistently with choices they’ve already made, even very small choices. Therefore  if you can get your prospect to commit to some small action, then you will be much more likely to get them to commit to bigger actions in the future (e.g. giving you their time, or money). One of the smallest and easiest actions you can ask for is simply asking for an email reply. Ask for a reply back in your first email to a prospect, and I guarantee you’ll be able to get bigger and better engagement later. It could be as simple as ending your email with “Reply back to this email and let me know you received it, ok?”. Try it, and then comment below and let me know how it worked. By the way, if you haven’t yet read Dr. Cialdini’s book yet, put it at the top of your list – it will instantly improve your sales and marketing skills.

Bonus Tip #1: How to Quickly Build Rapport via Email

Once you get an email reply, matching your prospects language via email will help you gain rapport quickly, and give you a major advantage over your competition. Look carefully at how you prospect communicates in their emails. What kind of sensory language are they using? Auditory? Visual? Kinesthetic? When you identify whether your prospects are centered by sound, sight, or touch, match that language in your email replies and you’ll build quick rapport with your prospects. Here’s an example of auditory centered language (You can quickly identify kinesthetic and visually-centered language with works like “feel” “a good fit”, or “looks” and “see”):

Email:

I heard about one of your products from a friend of mine.  It really sounds like just what I need, and I’d like to hear more

Could you tell me a little bit more about it?

Your reply:

Thanks for your email. I’ve attached a few documents that will tell you all about it.

Reply back to this email and tell me what most rings true with you about our products. Sound good?

I’m looking forward to talking to you more about it.

Bonus Tip #2: The Amazing, Super-Simple Email That Revives Dead Leads

I learned this great lead reviving email strategy from one of my marketing mentors, the great Dean Jackson. Dean is a master at making the complex simple. He’s also one of the best marketers on the planet. The email was originally designed for real estate agents, but it is so simple it will work for nearly any industry. Take a look below:

Subj: Hi Rich

Rich, are you still interested in getting a new copier for your business?

Reply back to this email and let me know.

Thanks,

Your email signature.

That’s it. Really. As humans we tend to want to include more and over-complicate things. Resist the temptation to over complicate this email. And remember, all you’re looking for is a reply to your email. That’s it. Don’t oversell anything. You’re just trying to re-engage in a dialogue with your prospect. This email is super-simple, and that is why it works so well. It’s short. It’s personal. It expects a reply.

Try it right now. It only takes a minute or two. Then come back tomorrow, post a comment below and let us know how well it worked for you.

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