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18 January 2015

Please never send this lame, empty email –

I’ll admit, I’ve done it before. In my sales career, I’ve been frustrated and tried to get a buyer to respond with something compelling but in my haste, I’ve sent the –

“Just Checking In” email.

Have you received one of those? Or sent one?

 

At the very best, it’s a reminder to Bill that you exist. At the very worst, it lets him know you’re desperate and need a sale. It really is, “lame” in that it is feeble and a limp attempt to sell.

This email is empty of value and worse yet, it doesn’t deliver any insight but it asks that Bill to be the one to provide information.

Because that is what you’re charged with doing now as a seller: Adding Value and Insight to help the customer make better buying decisions.

In sales coaching sessions, I ask my teams to raise their hands and pledge with me to “NEVER send another Just Checking In email ever again.”

Because there are better ways to follow up, be visible and most importantly, move the relationship forward. “Just Checking In” is only self serving and doesn’t add value to the buyers’ decision making process.

So, what can you do to be valuable to buyers instead of sending selfish and empty follow up messages?

Here are 8 meaningful alternatives to the “Just Checking In” email:

  • Send a case study with relevance to his problem and solution.
  • Introduce a key team member with unique insight into the implementation or execution of your product or service.
  • Invite her to a webinar where your team reviews their seamless implementation process.
  • Deliver a testimonial from a client with their insight about working with you and your team.
  • Comment about a recent event or news story about their company or competitors and how it affects her decision.
  • Engage in discussions in his LinkedIn groups.
  • Suggest LinkedIn groups or forums or websites that might provide resources to help her make decisions or evaluate options.
  • Invite him to come in to your business to observe how your solutions work.

There are dozens of ways you can reach out and stay connected to buyers without it being about “me, me, me!”

Be creative, be helpful, be knowledgeable and deliver meaningful messages.

Demonstrate that you’re more interested in being of value than closing the deal. Focus on helping people buy instead of fulfilling your quota.

Until next time, write better messages and keep kickin’ butt!

-sks

2 Responses

  1. Steve Lott

    Gee Whiz Shawn
    Not sure why you claim to an sales expert. Just checking in is completely customer subservient. You could not acknowledge their power and value any plainer. Though I would empower them with ready to make decision bit. Preferring to stick with an invite to ask more questions.

    Send a generic case study? Odds are one size wont fit all, and customer time wasting. They wont read it very far in.
    Invite them to eat up there day with infomercial live webinar? Might raise more doubt than it resolves just asking.

    These two are demanding a lot of your customers time, not really delivering to your customer. They dont need to jump through hoops for you, or play a festive online entertainment game. The old is new, need assessments and matching beats flash all day. Hey its the flashy sales gal again your invited to internet patty cakes. Would not impress me any.

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