OK, I’m not sure these are the two BIGGEST deal killers in sales emails, but if they aren’t—they’re close. And, since they both—yes BOTH—happened to me within the past two weeks, I felt the need to address it here.
I know email has changed the way we communicate. There’s no question about that, but it doesn’t mean we should communicate less professionally. If nothing else, we should put more time, thought and care into the communication since there is no voice inflection, facial expression or body language attached to it.
I discussed here about the need to be High Tech without sacrificing High Touch and I believe it can be done. But, within the past two weeks I’ve received two emails (actually one email and one communication through LinkedIn) with errors and mistakes that drive me nuts and let me know the other party doesn’t know any better or doesn’t care.
Number 1: Be VERY Careful With Cut-And-Paste
I got a message through LinkedIn this week from someone in the Financial Services field representing a very well respected company. The message was addressed to Ellen. Ellen? That’s not even my middle name! Obviously, this person was cutting-and-pasting mass letters. So, do you think that’s the type person I want handling my investments? Let them handle Ellen’s!
Now, do I think this person doesn’t know their business? That’s not the point. The point is this: if you are selling me a service where you are going to watch my MONEY, I would expect a bit more attention to detail. Call me crazy. I understand we have to use this sort of communication at times—I use it too, but always, always, always check before you hit that send button (pardon the grammar) “’cause it ain’t never comin’ back!”
Number 2: Use Blind Carbon Copy Function
You’d think this was a no-brainer in this day and age of privacy protection, but I received an email week before last from another large company that sent out a mass mailing to me and about 60 other people—with all of our email addresses exposed. I realize this isn’t tantamount to having my credit card number exposed, but it is private information—and not your place to share those email addresses. If you don’t know how to use the BCC—learn to. Now.
If possible type everything in a word document and then cut-and-paste into the body of the email. This will allow for spell check and grammar check.
BUT, do NOT trust spell check on names. True story: Spell check changed a customer’s name on a letter to “Butt Collision” for me once. I am 100% serious! Luckily, I caught it.
Secondly, type the person’s email into the address field LAST. This will prevent you from accidently sending the email before you have completed it and are totally satisfied.
Again, I realize we live in a digital world and communication via email, text and any number of other ways is a daily occurrence. But, it simply means you must be more careful, more professional and more thorough.
Ellen and I would appreciate it.