john cousineau social selling

Messaging TipsFor Success in Social Selling

Messaging TipsFor Success in Social Selling

A PRESENTATION BY JOHN COUSINEAU, CEOinnovativeinfo.com

(makers of Amacus.net)

About me

Is this your view of your sales success?

Is this your view of what’s working?

Is this your view of what to try next?

WHAT IF YOUR EMAILS COULD TRIGGER MORE

SALES CONVERSATIONS?

Goal

Produce emails so valuable buyers

- consume it when it arrives

- would pay for it if asked

- take your call when you call them

Key Tip

Process

Use emails to follow-up every conversation + trigger buyer actions that open the door to another conversation

What % of buyers say they’ve had a conversation with a sales person so valuable that they’d have paid for it if asked?

85%… but most say it’s happened *very* rarely

Neil Rackham, best selling author, SPIN Selling

What emails work?

Brevity w/clarity reduces burden

Good stories engage

It’s about them (not you) … right?

Open with ‘the lede’

Double check you’ve said what you meant

Just before you hit send … ask yourself …

Structure

Thanks + Why you’re getting this

Open with the ‘the lede’

Supporting details

Invite conversation

Example

Good to 'meet' you. Thanks for the chat. Appreciated the opportunity to compare notes. As a follow-up, some details which you may find helpful:

When your Sales Reps can see + understand their Return-on-Effort, they'll go on to improve it. They'll win more business and speed up sales, as explained here

Jim Dickie, of CSO Insights, sees enormous financial gains in firms able to shrink the their on-boarding times for new hires. Amacus' metrics on sales effectiveness deliver this on-boarding edge, as in this example

Trust one or both of the above will make sense + prove helpful.Let's re-connect once you've had a chance to review.

Regards,

THANKS

LEDE

DETAILS

INVITE

Be a Journalist

Engage readers, fast

1 simple part trumps any complicated whole

Every sentence matters

Never over estimate what reader knows

Never under estimate reader’s smarts

SOURCE: 25 COMMANDMENTS FOR JOURNALISTS

Noone will ever complain that you made something too easy to understand.

Tim Radford, Former Science Editorhttp://guardian.co.uk

What grade level are your emails written for?

Grade 8 or less?

Brevity + Simplicity

Brevity = 200 words or less

Simplicity = Grade 8 or lower readability

Changing the dialogue [to be about them, not about you] increases deal size 21%.

Eric Peterson + Tim RiestererConversations That Win The Complex Sale

It’s About Them

20% buyer click thru rate

Or is it?

10% buyer click thru rate

What I Said

I serve as an Academic Director at the Sauder School of Business, Executive Education, and I wanted to let you know about some of our upcoming offerings that might be of interest to you.We’re very excited to be launching a new leadership program focused on corporate sustainability this fall. Driving Value through Corporate Sustainability is designed to leverage the corporate sustainability strategies of organizations like yours to enhance their reputation and shareholder value.

I am the lead instructor along with Dr. Brian and Dr. Mary Nattrass who are world leaders in sustainability in business. We’re hoping your organization will be a part of this ground-breaking inaugural program.

Also this fall, we will once again be offering our extremely successful flagship residential leadership course, The Accelerated Leadership Program. This rigorous professional development program transforms senior level decision makers into exceptional corporate leaders. I co-direct this programme with Professors Dahl and Skarlicki and it has been one of our most succesful and highly rated courses.

I will have one of my colleagues in Executive Education follow-up with you to discuss these two programs in more detail. In the meantime, if you’d like more information about either of these programs, or any of our other offerings, please don’t hesitate to contact our Business Development Manager.

What I Really Said

SOURCE: WORDLE.NET

How I Said It

29% customer focused

231 words

Grade 15 readability

What I Could’ve Said

Based on your interests in the work of our Centre, just a quick note to alert you to a couple of our upcoming offerings which might be of interest to you.

Driving Value through Corporate Sustainability is a new leadership program that lets firms like yours leverage corporate sustainability strategies to enhance firm reputation and shareholder value. Dr. Brian and Dr. Mary Nattrass, world leaders in sustainability in business, are the lead instructors, along with me.

Our Accelerated Leadership Program lets firms like yours prepare exceptional leaders of tomorrow from your most valued senior level decision makers today. I co-direct this programme with Professors Dahl and Skarlicki and it has been one of our most successful and highly rated courses.

Trust you’ll find one or both of these information items valuable. I will have one of my colleagues in Executive Education follow-up with you once you’ve had a chance to review the above.Kind regards,

What I Really Could’ve Said

SOURCE: WORDLE.NET

How I Could’ve Said It


155 words

Grade 13 readability

What I Said

Good to 'meet' you. Thanks for the chat. Appreciated the opportunity to compare notes. As a follow-up, some details which you may find helpful:

When your Sales Reps can see + understand their Return-on-Effort, they'll go on to improve it. They'll win more business and speed up sales, as explained here

Jim Dickie, of CSO Insights, sees enormous financial gains in firms able to shrink the their on-boarding times for new hires. Amacus' metrics on sales effectiveness deliver this on-boarding edge, as in this example

Trust one or both of the above will make sense + prove helpful.Let's re-connect once you've had a chance to review.

Regards,

What I Really Said

SOURCE: WORDLE.NET

How I Said It


106 words

Grade 4 readability

Am I Pressing Hot Buttons?

Profile the Buyer

Profile the Account

Meeting Notes

Compare Wordles to Your Message Wordle

Pause Before You Click

Read it aloud to yourself

If I heard this ‘on the street’, would I lean in and take notice?

Am I offering something the reader will see as really timely + valuable?

What Emails Work?

Brief

Engaging

Customer focused

Not a burden to read

Surprisingly valuable …

… as a reflection of brand YOU

Norms

2-3x increase in click thru rates

35-45% of all conversationstrigger buyer actions

Best-in-Class:

75-85% of all conversations trigger buyer actions

Takeaway

You’ll trigger more buyer actions …

have more conversations ...

and earn more cash.

When conversations are the key to cash …

use emails to service conversations …

creating value for the buyer …

Key Takeaway

WANT TO LEARN MORE?

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