Ann Barr's Weekly Sales Tips - Issue 282

An Unbelievable E-mail

It’s easy to become addicted to E-mail marketing because it is so easy. 

And so quick. 

And so inexpensive. 

But beware of just dashing off a quick E-mail to your prospects and valued customers on the spur of the moment – it can cost sales and future business.

Last week I received this E-mail from John, a subscriber in Canada:

"I recently contacted a sales person to see about purchasing a small amount of samples, before I did a large order."

"His reply left me cold."

How to Lose a Prospect with One E-mail

Following is the E-mailed reply John was referring to:

"Hello Kevin 

(How difficult would it have been to get John's name right? )


"I give you choices for the samples...by credit card...fill out the application, sign it, and fax it back to [sales person's fax number] with a copy of your drivers license, and copy of the credit card both front and back.

"by net terms...same thing, fill it up, fax it to [sales person's fax number]. 

Check out this next choice of words:

"but, you must contact your trade references to make them aware that we will be contacting them to check for references . . ."

"You MUST" ????

What different wording could the sales person have used?

First:  

"Thank you for your Email," 

(Instead of "I give you choices . . .")

Second:  

"We are pleased that you would like to try our samples."

(Good manners can go a long way towards winning new customers.)

Third:  

"If you would like to use a credit card, please fill out the application . . ."

(Remember Please and Thank you?  Have you heard those words lately?)

Fourth:

Instead of "you must contact your trade references to make them aware that we will be contacting them to check for references . . ."

There are nicer ways to phrase this statement.

Examples:

"If would be best if you contact your trade references to make them aware that we will be contacting them to check for references . . ."

 (Or, "we recommend that you contact your trade references to make them aware that we will be contacting them to check for references . . .")

And on the subject of E-mails, did you hear about this?

Judge Sentences Spammer to Nine Years

LEESBURG, Va. Apr 8, 2005 — A man convicted in the nation's first felony prosecution for illegal spamming was sentenced to nine years in prison Friday, but the judge postponed the sentence while the case is appealed.

Loudoun County Circuit Judge Thomas Horne said that because the law targeting bulk e-mail distribution is new and raises constitutional questions, it was appropriate to defer the prison time until appeals courts rule.

Jeremy Jaynes was convicted in November for using false Internet addresses to send mass e-mail ads through an AOL server in Loudoun.

A jury had recommended the nine-year prison term.

Virginia, where AOL is based, prosecuted the case under a law that took effect in 2003 barring people from sending bulk e-mail that is unsolicited and masks its origin.

Prosecutors said Jaynes used the Internet to peddle sham products and services such as a "FedEx refund processor."  

Anti-Spam regulation in the U.S. is now in effect and being enforced.

E-mail marketing is GREAT, as long as you use it with people who have given you their permission. For tips on using E-mail marketing effectively, take a look at Issue 265.

And . . .

You can get more information about the Do's and Don'ts of E-mail marketing from an Internet Guru who has made millions with Email marketing.

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I'll see you next week!!

Ann Barr