They recently – and kindly – invited to participate in an episode about email with a couple other top minds in the industry.
Specific topic: email for salespeople.
More specifically: Practical tips to using email to grow your pipeline and achieve sales success.
The premise: “Email is a critical tool to driving your number. Email is a critical tool at the top of the funnel. For prospecting.” (Keenan)
- Matthew Bellows, Founder of Yesware
- Tawheed (TK) Kader, CEO of ToutApp
- Steve Pacinelli, CMO of BombBomb
The format: video roundtable discussion.
See the entire conversation below, followed by 4 top takeaways.
The video is absolutely worth watching in full. The words in this post fail to do justice to the wisdom, passion, and entertainment value captured in the recording.
Full Video: Email Tips for Sales Success
4 Top Takeaways
1. Email Succeeds and Fails Based on the Human Behind It
This theme runs all the way through the conversation. This point was made both explicitly and implicitly in several of the host’s and guests’ takes.
Email is simply a tool – a distribution channel. The outcomes will only be as good as the inputs.
Respect and empathy for your recipients, true personalization, attention to analytics, better subject lines, and several other factors in email and sales success are discussed in the video.
In the end, it’s about providing value and making connection in a thoughtful way. Email is one of several tools to help you do that.
2. The Role of Writing (and Video) in Sales
During the conversation, Matthew (Yesware) asserts that the most important skill for a salesperson to develop for the future is writing. Sales professionals should be reading books on writing and honing that skill. Emails and proposals stand to be more effective, as does general communication.
Steve (BombBomb) follows with a story about a Penn State University remedial writing class, a touch on spoken versus written communication in human history, and a series of questions for Keenan.
Q: Are you better in a written email or on the phone? A: On the phone!
Q: Are you better on the phone or in person? A: In person!
Most salespeople are more effetive at connecting and converting in person; many of them are not great writers. Simple webcam and smartphone video can close this gap.
Simple video helps a salesperson be there in person when they can’t be there in person. And it reduces reliance on writing.
3. The Automation of Sales Roles
This takeaway is introduced by Matthew (Yesware) and returned to repeatedly by others. Keenan makes a couple passionate passes at it.
In short, there’s a huge difference between a quick, simple sale on a low price product or service and a complicated solution sale with a large expense and perhaps integration setup.
Increasingly, we’re relying on computers to do the former. “Widget” sales are getting pushed down into automated ecommerce. Putting a human on the task may not be profitable and doesn’t capitalize on a salesperson’s real value – making human connection.
If you don’t want to be automated, focus on value-based and customer-centric selling. This sale has a higher price point and longer cycle.
This takeaway is directly connected to the next.
4. “The Engagement Stack”
As a host, Keenan smartly sets up a topic, lets the guests work through it, then summarizes the key points.
Toward the conclusion of this episode, he wrapped the hour’s takeaways into a concept he calls “The Engagement Stack.” Think: software stack, but for sales success.
Email. Phone. Video. Facebook. LinkedIn. Print. In person. And all the other tools of the trade.
Sales success requires that all these are integrated seamlessly, then put into play at the right time and in the right way. “Right” will vary by prospect, because every one is unique and different.
What’s required here, then, is not full automation. Instead, a thinking and feeling human being is required.
Automation and analytics can set up and guide sales managers and salespeople, but the right mix for the right prospect is the art.
Matthew’s analogy: Jazz musicians. They’re classically trained and technically sound, but that’s just the foundation. They build up and play off from there.
TK’s analogy: Ironman. The machine shouldn’t do it for me; the machine should make me super human.
Keenan’s take: “Think” – a chapter title in his book “Not Taught: What It Takes To Be Successful In The 21st Century That Nobody’s Teaching You.” Only a sales professional can put together the stack.
You Got the Takeaways, What’s Next?
Add Video to Your “Engagement Stack” – Free
Click here to try BombBomb free for 2 weeks with no credit card info required.
We’ll help you get face to face with more people more often, build relationship, and reduce some of the writing you have to do day to day.
A big BombBomb thank you to Keenan, Kira, Matthew, and TK. We learned plenty and had fun doing it.