The prospect on the other end of the line was very interested. This prospect was no different than some of the others, I suggested that I would put some pricing and information together on our upcoming programs and email it to her attention, and I hung up the phone. All too often the decision to have interactions via email in an effort to save time, can end up stalling the sales process if not done effectively.

So, how do we correctly use email to save time and move the sales process along? First, you always want to ensure that there is some type of call to action. My email to the prospect included that I would love to share some success stories that other clients have with the program, as well as offer some special pricing as an introduction to our company. Get your prospect to want to call you to discuss your product/service in more detail. Dont forget that having conversations with a prospect should still be your first approach. Very simply, you cannot understand peoples motivations through email, outside of that you miss their tone and attitude toward your sales approach.

Second, make your subject attention getting. How can you generate interest in your message quickly and boldly to entice them to open it. Put yourself in their shoes, what would cause you to open an email?

Third, place the most critical information in the beginning of the message. This will keep the readers attention. Be succinct and to the point. People dont have time to read a long email message and they will appreciate that you took length into consideration.

Fourth, ensure that your message is direct and dont add extra unnecessary details that could potentially lose the impact of your original intent. You want to get your message across not muddle it with useless content.

Finally, dont lose sight of the fact that email is most appropriate for lengthy documents, company updates, meeting agendas etc. Phone contact is essential for the introductory and closing parts of the sales process. You cannot tell how someone is objecting to a price and why through an email, this is where face to face or phone interaction is critical to sealing the deal. Use emails cautiously and to relay information that does not need to be communicated over the phone or in person, and your sales results will reflect the change.