As a busy entrepreneur, I receive dozens of emails daily–mostly from people pitching their products or services. I move the majority of them into the trash without a second glance. But every once in a while, I get a gem of an email that catches my attention.
Here are 4 key factors that contribute to an effective sales presentation; tips you should read before you make your next pitch.
1. Do your homework
I don’t enjoy receiving generic scripted emails. It’s a waste of my time, your time, and kills any chance of a response. Instead of taking the easy route, be clever in your approach.
Invest time and research who I am, understand the services my company provides and how your product or service can add value to myself and my business. When you put forth effort, you connect with me on an emotional level and I am more likely to want to learn more.
2. Keep the email intro short and sweet
During the day, I deal with a lot of moving parts, so the last thing I want to add to my list is to read a long-winded email with a hard sell. An effective email should be short and to the point. Educate the reader on how you can provide value. It should look something like this:
Subject: Why Video Content Is King
Brian, By 2018, 79 percent of all web traffic will be video, according to leading experts. If you want to learn more why you should implement a video content strategy, click here. I’ve also included a mockup video strategy for company XYZ, so you can see how video can help XYZ grow in the future. — Stan
This email is effective because it immediately educates the reader with an eye-opening statistic. It also provides a clear illustration on how I can utilize what you are selling.
3. Go the extra mile
Create engaging visual presentations based on your research. Use your research to illustrate how you are able to help the recipient and eliminate visible weaknesses. The more effort that goes into your presentation, the more I am willing to listen. At True Film Production, we put our presentations on custom branded flash drives. This way, when a company sees the flash drive, they will remember both us and our sales pitch.
4. Follow up
The one thing you can’t control is being in the right place at the right time. If you follow these tips and the timing is off, you will likely be asked to follow up at a later date. So it’s key to stay relevant.
Maintain the established lines of communication. Find the right balance between staying top of mind/inbox without being overly eager. If you become too much of a bother, all of the goodwill you previously built will disappear.
Seal the deal and do this
Just because you sealed the deal doesn’t mean your job is finished. Look for ways to build your newfound business relationship. Send a small gift that shows your token of appreciation for the new business you’ve just received. It’s an easy way to make your new client feel they are special and that they made the right choice.
This article has been edited.