In his article Your Sales Emails Suck, Kyle Porter introduces four effective sales email rules. These are written in the way to discover what you might've done wrong. They include that your pitch was way too long, it was completely non-personalized, it was all about you, or it includes an unsubscribe. Which rules are making your emails 'suck'?

Some points to remember:

"If you need more than 6 sentences to get your point across, you need to rethink it...Simple is hard, so work at it and remember saving your prospect time will allow them to focus their attention on your message."

"If it's applicable to 100 million people, I'm not going to care about it at all."

"you want ME to get excited. You want ME to give you my attention. You want ME to read what you wrote...and you want ME to take a meeting with you. So why did you talk about YOU the whole time!?"

"If there is an unsubscribe, then someone from the marketing machine sent it in mass...If it has an unsubscribe, then you aren't taking the time to send this email yourself. Why would I ever give my time back?"

Remember the four rules to sending crappy emails:

  1. Have a long pitch
  2. Don't personalize it
  3. Talk only about you
  4. Let them unsubscribe

To send good emails, emails that show you put yourself in the buyer's shoes, switch them around:

  1. Get your point across in one sentence.
  2. Personalize it, show you actually care.
  3. Talk about them.
  4. When they can unsubscribe, it shows the email was sent to the masses. Show them how unique they are to you as a customer by sending it yourself.

Find Kyle: LinkedIn Twitter

1. Is There a Sales Enablement Bubble and Will it Burst?

In Nancy Nardin's article, Nancy introduces a 'hype'. She says, "The hype machine is how we call attention to our products and services, make buyers excited, and get buyers to take notice...solution providers as a group downlay or ignore a couple of very key factors that underlie the hype." What are Nancy's factors?

  1. Buyers aren't as agile as you think.
  2. Buyers don't care as much as you think they do (or should).
  3. Buyers don't share your perspective.

Important points to know:

"It's the salesperson that can build relationships, navigate the organizational structure and build a coalition of internal supporters. You'll never be able to sell your solutions with the brute force of your marketing initiatives."

"Buyers aren't just comparing your solution to similar products. They're comparing your solution to completely different solutions that solve completely different problems."

"...turning up the volume won't direct the Buyer's attention away from that which is on fire. It may put you on their radar, but your solution won't be a priority until there is nothing more important for the Buyer to do than to buy your product."

What to take away:

  • Marketing throughout the funnel can ensure that more leads result in deals. Sales needs more of marketing help during the sales process itself.
  • ...we do need to do a better job looking at things from the Buyer's perspective in order to grow the market to the size we envision.

Find Nancy: Twitter LinkedIn

2. Social Selling Is More Hype Than Reality: Here's Why

We've heard a lot recently on the importance of social selling and its effectiveness. Is that true to reality? Could Mark Roberge be right in his article? Decide for yourself. Here's what Mark says:

"Social selling was named a priority for only 8% of our survey respondents. Clearly, there's a mismatch between what social selling influencers are recommending and what's actually happening in real sales teams."

Mark writes that because of this data, many people might dismiss social selling. Butt that would be the worst thing to do. Why? I thought his article was about the unimportance of social selling? Apparently not. We have the data, but this is reality: "Social selling is an incredibly valuable practice. The low prioritization among sales teams doesn't speak to a problem with the value of social selling (or lack thereof) -- it speaks to a problem with salespeople's perception and use of social media."

This is my favorites part of his article, read it well-it's really good.

"To me, social selling usage today is a classic example of sales reps trying to use new technology to execute outdated processes. Salespeople too often treat social platforms such as LinkedIn or Twitter as additional channels on which to spam prospects. Instead of cold calling 30 prosepcts, they'll send 30 direct messages on LinkedIn and call it "social selling." But modern buyers don't respond to this type of outreach--regardless of what platform the rep uses to get in touch."

What should you use social media for? Instead of what is described above, use social media to boost your personal brand and to gain context around the people and accounts you're trying to engage.

"It's not time to label social selling a fad--it's time to start incorporating social selling into sales the right way."

Find Mark: Twitter LinkedIn

3. What Most Sales People Do In The Demo That Loses The Deal

In Keenan's article, the sales guy starts with saying that the demo is EVERYTHING. Do you agree? He writes, "AFs the demo goes, so goes the sale."

Keenan says that this is the key to a good demo, one that actually works: "...every feature you show must be tied to a specific business goal, operational process, work-flow, execution issue or opportunity that speicific customer has-PERIOD!"

What he's saying is that during a demo you can't say, "If this happens, here's this feature." Instead, he's saying "Demos should not be used to demonstrate your product, but rather to show how your product can affect your buyer's business."

What a demo should NOT be:

  • to highlight products
  • not interactive
  • too generalized
  • full of "if..then" statements

Find Keenan: Twitter LinkedIn

4. How to Persuade Others with the Right Questions

In Daniel Pink's video, Pink teaches us about motivational interviewing:

  • Ask two irrational questions. example: How ready are you, on a scale 1 to 10? and Why weren't you a lower number?
  • With these questions, people articulate their own reasons for doing something.

Watch the video, Pink's example is very interesting and helps put the ideas into context.

Find Daniel: Twitter LinkedIn

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