My Queue

There are no Videos in your queue.

Click on the Add to next to any video to save to your queue.

There are no Articles in your queue.

Click on the Add to next to any article to save to your queue.

There are no Podcasts in your queue.

Click on the Add to next to any podcast episode to save to your queue.

You're not following any authors.

Click the Follow button on any author page to keep up with the latest content from your favorite authors.

E-Mail Bonding

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

This story appears in the February 2000 issue of Subscribe »

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.

"Periodic check-ins are an easy way to create a dialogue with customers," Schiffman says. "I look at it like I'm sending an electronic post-it. On occasion, I'll go through my 500 e-mail addresses, and send little 'How's it going?' kind of notes to those I haven't talked to in a while. If you do this on a Sunday night for Monday morning delivery, it usually triggers some kind of response."

Remember the following if you want your e-mail messages to be read:

1. Stick to the point. Reading and responding to e-mail is time-consuming. Don't waste your or your client's time with long-winded messages. And don't send a newsletter that, if printed, would run more than two pages long.

2. What's in it for your client? Use e-mail to answer questions, send quotes and announce sales. Leave out information on your company's history or competitive positioning.

3. Present a next step. Getting to the next step in the sales process is your primary goal. Through your e-mails, take the initiative and suggest the client take an action step, such as giving you a phone call.

More from Entrepreneur

Jason's expertise and experience can help you with storytelling, motivation, and pitching your business to media.
Book Your Session

For a limited time only, get this bundle of Entrepreneur PressĀ® titles for less than $30 (60% OFF) on our bookstore when you use "LEAP" at checkout.
Buy Now

Are paying too much for business insurance? Do you have critical gaps in your coverage? Trust Entrepreneur to help you find out.
Get Your Quote Now

Latest on Entrepreneur