Sales Scripts that Sell, Second Edition

E-Mail: Break Through

If you haven’t used e-mail as a sales tool, now is the time to begin! If you are already using it, there’s always room for improvement. But first a caution: E-mail is not a replacement for the phone or face-to-face contact. It needs to be perceived as a sales supplement that can add to the power of a sales call or even create one.

If you find yourself repeatedly blocked by the gatekeeper, e-mail can help you break through the barrier. Most often, however, it is not a way to create new relationships, but a backup option for more personal contact. Thus, e-mail is particularly useful in establishing continuing relationships with customers and preventing customer defections. By using e-mail to maintain regular contact and keep ...