Sell More With Sales Coaching: Practical Solutions for Your Everyday Sales Challenges

Chapter 3

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:

Peri,

Here is a suggestion from the Mary Beth Smith, our owner. I hope that you gain some knowledge from it.

Call me if you have any questions.

Thanks,

Monday morning, week two:

Peri,

In addition to being an inspirational leader here at ABC Software Mary Beth, also has tons of knowledge to share.

Check out this amazing advice!

Call me if you have any questions.

Thanks,

Monday morning, week three:

Peri,

We can all use a little help every now and then. Below is a great pointer from Mary Beth.

Call me if you have any questions.

Thanks,

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 ...