Archive for December, 2015

Set Yourself Apart

Monday, December 7th, 2015

by Susan Novicki

Today’s executives are busier than ever – and they are never away from work with their smartphones. With more responsibility and easier communication routes, they are inundated with excessive email. As a result, it is harder and harder to gain a marketing executive’s attention.

Emarketer wrote about a July 2015 survey done by Workfront and The Harris Poll that found marketers were most frustrated with excessive wasteful meetings and email – with business emails averaging 3.2 hours daily Monday through Friday and another 3.1 hours a day on personal email. This is because email has become the standard mode of communication – with employees actually emailing their peers who sit at the next desk instead of walking over to ask a question. And most salespeople will tell me that the only way to communicate with decision-makers is through email.

So how do we set ourselves apart from the massive influx of emails that marketing decision-makers get on a daily basis?

With our sales training, we talk about the importance still of making calls to decision-makers – yes picking up the phone, making a call and leaving a compelling message! This is followed up of course with an email that is both compelling and concise, mirroring your voice mail message.

Salespeople will sometimes argue with me and say that the phone is a waste of time and that people will only respond to emails. Yet I have had decision-makers tell me over and over again that they have received my voice mails and appreciate that I have been proactive and assertive in continuing to call – even apologizing that it has taken so long to connect. Interestingly, one connection was actually responding to the follow up email and scheduled a meeting through email. But neither the voice mail or the email would have been productive if they weren’t compelling enough to draw the decision-maker’s attention.

When sending an email, the subject line is one of the most important aspects. If it isn’t compelling it won’t get opened.  If it has any discriminating factors, such as exclamation marks or emojis, it very likely will go into spam. Use something that will intrigue and make the person open it. I know there are many emails that I don’t open because I know the sender is trying to sell me something and you probably do the same.  You want to focus on their business – use a person’s name within the company that you have talked to, like their admin. And keep the emails short, to the point and focused on what you can do for them. And most importantly, continue to call and follow up with new emails.

Yes, decision-makers are inundated with emails and this frustrates them but if you set yourself apart from the crowd and focus on helping them with their business, you will have success.