Welcome to SpeakerSue's autumn blast! In this issue, you'll learn how to get your email read:

• 5 specific tips to write respectful, results-oriented sales messages
• An example to help you win over your internal skeptics with the emails you write
• 3 ideas + a bonus to immediately engage your audience
  Plus:
• Win a free copy of the Second Edition of Power Sales Writing

"A poorly written prospecting message is like trying to make a good first impression with spinach on your tooth." SpeakerSue

5 specific tips to write respectful, results-oriented sales messages

The single most important action you can take to improve sales results is to ramp up the level of respect you show to your email recipient. Consider that the recipients of your messages:

• are at least as busy as you are. Include only the information they need and stop worrying about telling them about every wonder-widget you offer. Use hyperlinks in your email so they can do their own due diligence and you don't have to burden them with useless stuff.
• want you to do the heavy lifting. Asking them "what can I do to earn your business?" requires them to tell you and that is WORK. Instead, make it easy for them to do business with you. Start with very simple questions (even yes/no questions — better to get a "no" so that you understand their objection than no response at all). Save your open ended probing/qualifying questions for the phone or later, when you've earned the right to advance to more complex questioning.
• will take the path of least resistance. If you want them to call, include your phone number where it's convenient for them (and make it mobile friendly). If you want them to sign an agreement and you previously sent the agreement, attach it again. Don't make them WORK (see above).
• scan your messages. We read books, we skim emails. Scanners thrive on brief messages. They love bullet points (but prefer the message be so short that bullets aren't even needed). They dislike abbreviations because it's too easy to miss or misunderstand them.
• get lots of email in their inboxes. Your message is just one of them. Help them to understand why they should take their valuable time to read what you're sending by writing a clear, authentic subject line that accurately reflects the email content. Whatever you do, don't flag your message as high priority (unless they asked you to do so). Your high priority is usually just high to you.
• don't give you the benefit of doubt when reading your email. Readers tend to read positive emails as neutral and neutral emails seem more negative than writers intend. Go out of your way to present your message in enchanting, genuine terms.

An example to help you win over your internal skeptics with the emails you write

"Never argue with a fool. Someone watching may not be able to tell the difference." Anonymous

Most sales organizations understand the importance of writing great email messages. Poorly written email, they know, won't get opened and won't get results. But often the emphasis on digital manners ends with the sales team and sometimes even they forget to extend the same respect and diligence to colleagues in other departments.

Here is an example: A sales person (we'll call her Missy) needed something from another department. Timmy (representing the other department) had not responded to her first request so Missy decided to let Timmy know what she thought of his lack of manners and wrote:

I cannot believe you NEVER answered my email. Because of YOU, we have let down our customer and now I will need to figure out how to make this right. Really? Really! Couldn't you at least have RESPONDED to my request?

Okay, then.

Yes, Timmy should have answered Missy but her angry response certainly isn't going to motivate Timmy to help her now — or ever! Writing in a customer-centric manner — regardless of who your customer is — is the most selfless and the most selfish thing you can do. The more you can authentically help the other person feel safe and smart, the more likely they are to want to do business with you, and to want to do what you need them to do.

If Missy wasn't willing to pick up the phone to talk with Timmy (or didn't feel she had the skills to handle the conversation without making it worse [this by the way is a shameless plug for my workshop, Communicating When Strangling Isn't an Option!]), she could have used her best selling skills to help Timmy give her best results. If Missy had taken a moment to think through even just the first of the planning questions, she would have asked herself: Why am I writing that will matter to the reader?

Most likely, her answer would be: Motivate Timmy to do what I and the customer need

With that answer in mind, her email could have enhanced her reputation as a team player (regardless of Timmy). She could have emailed:

Subject: Huge favor please!
Hi Timmy,
I have a huge favor to ask for customer X. Can you do X for them by X? If you're too swamped to do this, I'm wondering what other solutions we might have. I'll stop by later to talk about options if we don't connect.

Did you notice that just about the same number of words were used in both emails but the revision followed the sales model? Everyone on your team should be selling in their emails. Win people by applying your digital manners — and your skills of persuasion.

"When you're arguing with a fool, make sure he isn't doing the same thing." Anonymous

3 ideas + a bonus to immediately engage your audience

Two days ago an expert in the field started his presentation with, "I hope I don't put anyone to sleep. I have a lot of facts and figures here but I think they're important for you to know because they'll give you a good foundation in this material. You know, years ago I heard my dad speak at a meeting and I fell asleep and I promised myself that I'd never be like that and here I am. (Nervous laughter) So let's get started."

We all wanted to bolt.

Think about how you open your sales presentations. Here are 3 ideas to immediately engage your audience:

1. Eliminate the ubiquitous thank-you-what-a-pleasure-it-is to-be-here-with-you-what-an-honor monologue. Also eliminate the housekeeping details and even the agenda for the day. (If it's necessary to point out fire exits, get someone else to do it or tell them after you get their attention. If there is a fire within the first 2 minutes, you'll have their attention and they'll follow you — don't worry.)
2. Plan for a fun, startling, interesting beginning. The opening should be the most "scripted" part of your presentation. I memorize my first 2 sentences so that no matter what is going on around me, I can stay focused and sound (at least, somewhat) clever. Don't wait for the last minute to create a compelling opening. (I work out the flow of my presentation first and then come back to determine exactly what I'll say to kick off the presentation.)
3. After your brief opening, go directly into substance that matters to them. If you really believe you need to tell them the class objectives or whatever, tell them after you've captured their attention. If you don't compel them immediately and help them feel confident that their time will be well spent, you'll work doubly hard to get them back. Get them from hello!

Bonus: Be yourself. If you aren't naturally funny, don't try to be. Bring your own self to your platform and let your authenticity shine. (But that doesn't give you permission to be a bore!)

From an interview with Harrison Ford: (After his first screen test) The studio guy told me, "Kid, you have no future in this business." I said, "Why?" He said, "When Tony Curtis first walked onscreen carrying a bag of groceries — a bag of groceries! — you took one look at him and said, 'THAT'S a movie star!'" I said, "Weren't you supposed to say, 'That's a grocery delivery boy?'"