Email - the Secret to More Insurance Sales?
Posted by: Cheryl Clausen in sales coaching, tags: email marketing, increase sales, insurance sales coach
photo credit: centralasianProducers have struggled for years trying to figure out how to cold call and get results.
The reason you find cold calling such a challenge is because there’s a disconnect between your message and what the person on the other end of the call wants to hear. Most producers make these same fatal mistakes when it comes to email and that’s a shame because email could be one of your most productive sales tools.
When you make a cold call you interrupt the person you are calling. When they hear the phone ring they decide to answer it or let it go to voice mail. Most will choose voice mail because it gives them more control over how they use their time.
Once you get sent to voice mail the hurdle gets higher. Now you have to communicate a compelling reason to get this person to call you. Rarely do producers communicate a message so compelling the other person actually returns their call.
Returning your call seems like a high risk low value option.
When they don’t return your call and you continue to call them rather than building a relationship with the other person you damage your potential for a relationship. The more calls you make the more annoyed the other person gets. The more annoyed they get the less they like you and the angrier they get. Sometimes they reach the boiling point and call you just to scream, “STOP CALLING ME” into the phone.
When you send an email the person receiving your message is not interrupted because they can proactively decide when they will check their email. So the receiver is already checking their email when they come to your message. At that point the receiver has three choices:
- read it
- save it
- delete it.
Unless you email the receiver unasked for, also known as SPAM, or you triggered the receiver’s defenses in an earlier connection your message gets opened. In most cases the receiver will open your message before they decide to read it, save it for later, or delete it.
A good subject line increases the odds of your email getting opened. A good subject line is:
- relevant to reader
- gets to the point
- tells the reader what to expect.
According to Jonathan Kratz, the same rules apply to social media.
A good subject line is like a short headline in the newspaper. It helps you decide whether you want to read an article or not.
Fulfill what you promised in the subject line in your message. If you don’t the reader feels cheated. Yet, you also don’t want to send long windy email messages that look too long to read.
If you can say what you need to say briefly then say it. Otherwise, add a link in your message sending the reader where they need to go to get the full details. Never forget these details should benefit and provide value to the reader. A message about you, your company, or what you sell has zero value to the receiver.
Finally, realize a solid email campaign is the lowest cost most effective method to provide high impact messages that develop relationships with potential buyers. Strong relationships lead to more sales and less work for you.
How are you using email in your marketing efforts?
==================================================================================
The Sales Leadership Imperative
Most sales professionals, in most industry sectors, are struggling to meet sales quotas and there appears to be no light at the end of the tunnel. The reality is that there are still plenty of opportunities but the rules of engagement have changed – possibly forever.
Sales leaders, who have recognized these changes, are re-educating their sales teams and adopting a totally new approach.
Join two of the foremost sales team development experts in the world – Keith Rosen & Jonathan Farrington – for this hard-hitting coaching session created specifically for sales captains who have 100% commitment to doing whatever it takes to elevate their sales to a whole new level.” April 23 at 1:00 EDT Sign-up here to register at a discount
Entries (RSS)