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In this issue:
Marketing Article: 7 Pitfalls of Using Email to Sell
Marketing Article: Capture More Clients: 4 Secrets to Staying Ahead

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* Are you sending e-mails to prospects instead of calling them?

* Is e-mail your selling medium of choice because it lets you avoid the rejection that you dread when you make real cold calls?

* Do you wait and wait for return e-mails from prospects that will give you the green light to move the sales process forward?

Sad but true, these days most people who sell for a living spend 80% of their time trying to communicate with prospects via e-mail instead of actually picking up the phone and speaking with them. Are you one of those people? If so, you aren't alone...but do you understand why you've turned to e-mail instead of personal contact? I think there are 2 core reasons that underlie this unfortunate trend:

* Fear of rejection. The sheer negative force of anticipating rejection makes people turn to e-mail to generate new prospect relationships because it hurts less to not get a reply than to hear that verbal "no."

* Getting blocked by gatekeepers andvoicemail. When salespeople don't know how to break through the barriers of gatekeepers and voicemail, they start thinking, "Forget it -- it's not worth the aggravation, and it takes too much energy. I'll just e-mail instead."

However, when you try to use e-mail to offer your product or service to someone who doesn't know you, you can't possibly establish the natural dialogue between two people that allows the trust level to reach the level necessary for a healthy, long-term relationship.

We all know how much everyone hates e-mail spam, but even so, many salespeople are still sending introductory e-mails to decisionmakers. They feel that, because they're from a credible organization, they won't be associated with the negative image of a spam solicitor.

However, these introductory e-mails typically contain the traditional three-part sales pitch -- the introduction, a mini-presentation about the products and services being offered, and a call to action -- and this traditional selling approach instantly tells the recipient of the e-mail that your only goal is to sell your product or service so you can attain your goals, andnot theirs.

If you're still using email to sell, watch out for these 7 pitfalls:

1. Avoidsales pitches. If you feel you must use e-mail to start a new relationship, make your message about issues and problems that you believe your prospects are having, but d on't say anything to indicate that you're assuming that both of you are a match.

2. Stop thinking that e-mail is the best way to get to decisionmakers. Traditional selling has become so ineffective that salespeople have run out of options for creating conversation, both over the phone and in person. However, it's best to view e-mail as a backup option only, not as a way to create new relationships. Try to use it primarily for sending information and documents after you've developeda relationship with a prospect.

3. Remove your company name from the subject line. Whenever you put your company and solution first, you create the impression that you can't wait to give a presentation about your product and services. Your subject line shouldbe a humble reference to issues that you may be able to help prospects solve.

4. Stop conditioning your prospects to hide behinde-mail. When you e-mail prospects, it's easy for them to avoid you by not responding. Also, they get used to never picking up the phone and having a conversation with you -- and they may want to avoid you because they're afraid that, if they show interest in what you have to offer, you'll try to close them. This creates sales pressure -- the root of all selling woes. This avoidance becomes a vicious circle. If you learn to create pressure-free conversations, you'll find that you'll start getting phone calls from prospects who aren't afraidto call you.

5. Avoid using e-mail as a crutch for handling sticky sales situations. Are prospects not calling you back? Many salespeople who call me for coaching ask how they can get themselves out of sticky situations with prospects -- but the e-mails they've sent have already triggered those prospects to retreat. It's tricky to come up with the correct softening language in an e-mail that will re-open a conversation with a prospect who has decided to close off communication --direct, person-to-person phone calls or meetings are much easier andmore human.

6. Avoid using "I" and"we." When you start an introductory e-mail with "I" or "we," you immediately give the impression that you care only about selling your solution, rather than being open to a conversation that may or may not lead to a mutually beneficial match between what you have to offer andthe issues your prospect may be trying to solve. If you can change your sales language to a natural conversation, your prospect will be less likely to stereotype your message as a spam solicitation.

Finally...

7. If you can, stop using e-mail selling altogether. There is a way to renew your confidence and eliminate your reluctance to picking up the phone and have pleasant conversations with potential prospects. Learn a completely new way of working with gatekeepers that will get you past voicemail and to your decisionmakers without the rejection and frustration that are inevitable with traditional selling approaches.

For all these reasons, you should think of e-mail as your last resort. If you can learn to pick up the phone without fear, start a trusting conversation with a gatekeeper, learn how to go beyond voice mail and find your decisionmakers, you'll join the thousands of people who have made the breakthrough to the most natural and efficient way of generating sales opportunities.

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With a Masters Degree in Instructional Design and over a decade of experience creating breakthrough sales strategies for global companies such as UPS and QUALCOMM, Ari Galper discovered the missing link that people who sell have been seeking for years.

His profound discovery of shifting one's mindset to a place of complete integrity, based on new words and phrases grounded in sincerity, has earned him distinction as the world's leading authority on how to build trust in the world of selling.

Leading companies such as Gateway, Clear Channel Communications, Brother International and Fidelity National Mortgage have called on Ari to keep them on the leading edge of sales performance. Visit http://www.unlockthegame.com to get his free sales training lessons.

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You've targeted some great new prospects. So now what? Keep this quartet of golden rules in mind to make sure you connect with more customers, and keep them happy in the long run.

You've done your homework, examined your files, and uncovered the ideal target for your business. So now it's time to take your marketing to the next level. Analyze your profitability. Predict the future of your industry. In short, it's time to start thinking the way your best competitors do.

Here's the way to do it.

1. Network with your current customers.
Do everything you can to use the clients you have as a goldmine of leads for new business.
Establish a referral program for your customers and reward them for steering business your way.
Give newly referred customers a break-even rate to try your products or services, then make your profit on the back end.
Run special events and loyalty programs that will get people talking.
Never underestimate the power of small marketing and advertising campaigns.
Inexpensive ads in neighborhood newspapers often bring in a higher return than those in bigger metropolitan newspapers. A simple mailed postcard, when targeted to a small number of well-chosen prospects, can bring in far more business than an expensive brochure or printed piece.

2. Identify your best products and services.
Knowing your best customers–and making them multiply—certainly adds to your success. But identifying your most profitable products and services is just as important. There's an old saying in business: 20 percent of your customers are usually responsible for 80 percent of your profits. It's often true of your business offerings, as well. Figure out which 20 percent of your products add the most to your bottom line, and start marketing them heavily to the top 20 percent of your customers. That's the power of 20/20 foresight!

3. Keep asking the right questions.
As you bring in more customers, it's important to keep complete files. Transaction dates, products and services purchased, and customer contacts are the key to planning great marketing campaigns in the future.

But it's important to stay on top of other information too. For example, why are your customers choosing to do business with you? And what drives them to continue choosing you?

Don't just look at the past when you're considering the best move for your business. Think ahead, too. Keep talking to your existing customers so that you can see how their needs are changing.

Remember, running a successful business involves some specific formulas—but there's also an art to it. By connecting with your customers and tuning in to their needs, you'll be able to anticipate your next best move.

4. Keep abreast of change.
Everything in business, and in life, is always changing. Costs rise, your competition makes an unexpected move, and new products, services and technologies pop up quicker than blossoms in springtime. Make sure you stay educated about your market, your industry, and the changing marketing tools at your disposal. Read everything you can, network with other professionals in your industry, and remember, your best customers can be your best friends in business. Knowledge is power. Use it to your advantage.