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E-Mail Bonding

Mass e-mails are quick and easy, but a personal touch can do wonders for your business.

This story appears in the February 2000 issue of

E-mail should hasten rather than hinder your sales process," says Stephan Schiffman, sales guru and president of DEI Management Group in New York City. "But because people are bombarded with so many messages, they also need to use e-mail judiciously."

The more personalized your message, the better the chance it will be both read and responded to. Schiffman suggests a monthly e-mail newsletter that keeps clients and potential clients up-to-date on your company. For example, you can use a newsletter to announce any upcoming sales or service promotions, send out information on new product lines, brag about articles or books you've had published or speeches you've given, as well as conduct customer surveys.

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