Sales Mistake #2
Forgetting Why People Buy
Welcome to my e-mail inbox. You’re about to read the first few lines of a series of e-mails from Fred, a salesperson for ABC Software. The e-mails are verbatim except for the change of names. As background, Fred did not contact me in any other way.
Monday morning, week one:
Monday morning, week two:
Monday morning, week three:
For six months Fred continued to send me the same kind of e-mail every Monday morning. There were very slight variations to these e-mails but they were pretty much the same: introducing something from Mary Beth, “call me if you have any questions” and a “thanks.” (Typos also varied week to week.)
In case you were wondering, I never read beyond Fred’s e-mail to see what Mary Beth had to say because Fred’s e-mails weren’t enticing enough for me to want to read more. In fact, Fred’s e-mail turned me off from reading any further.
Would e-mails like this entice you to buy? Would they create interest on your part to investigate ...