Don't call, write. How to sell effectively through correspondence

"Don't call! Write." This is an increasingly common refrain from customers. Let's find out if it is possible to sell effectively without any communication by phone or in person. Many businessmen and entrepreneurs may say that it is impossible, while others believe that it is the best way to communicate with consumers.
As technology advances, the way we communicate with customers is changing. Multi-channel selling is now the trend. There is no stereotype that a phone call is better than a letter, that a meeting is better than a phone call. You have to try to act in a way that is best for your customer. The vast majority of people use messengers. And if you ignore this channel of communication, you will simply reduce your sales volume.

Start with yourself
Your profile should be well designed. Put your photo, write a few sentences about your work. Write well! This is very important. Mistakes in the text give a negative impression. The client will think: "How can someone be a professional if they can't even write properly". They may also form a negative opinion of the company as a whole.

Your messages should be designed to be easy to read. People do not perceive text that looks like a continuous canvas. Use indents and paragraphs. Add a moderate number of emoticons where appropriate. If you need to use intonation to emphasise a point, use text formatting. Reread each of your messages, correct mistakes and typos, and check that you've got your message across. Check from the client's point of view: "Will the customer understand me? Will they understand the specifics I want to convey?"

Don't end your sentence with a full stop
Don't end your sentence with a full stop. Ask questions to engage the customer in a dialogue. This is one of the most important rules of sales work, especially for ambassadors. When we put a full stop or an exclamation mark at the end of a sentence, we are sending a signal to the other person: "I'm done, I've put a full stop, that's it". And if there is a question mark at the end of the sentence, it means: "I want you to answer me", i.e. "I want us to continue the dialogue".
A dialogue, not a monologue
Do not write long texts. They are difficult to read and can be seen as spam. Turn a long monologue into a dialogue. Even if a person is interested in what you have to offer, they may not have time to read it because it is long. They may decide to read it later and then simply forget about your message. It is better to divide your product or service into short messages and ask questions. In this way, you gradually engage the customer.

You need to find out how the person will use your product or service. Ask what their interest is, why they need it. Find out all the details. Even if you think you understand your customer and know what they need, try to ask a question that will confirm your guess. Once you have done this, you can start to build your presentation automatically. If you suddenly find that you don't have the product your customer needs, you can use your knowledge of their needs to suggest other options that might meet their requirements.
The right price presentation
It often happens: you make a presentation, quote a price and the client disappears. You even ask questions afterwards and they don't answer. What can be the solution? State the price and ask an engaging question. For example, find out if the chosen product is suitable in terms of features, or if the customer would like a different configuration. If the person wants to explore other options, make a new presentation.

Don't use templates
You may have read that to make your job easier, you should create templates for communicating with your client. So you've made them up and you answer questions with standardised phrases. It is good to use the name of the person you are talking to, but sometimes you do not even address the client. That's wrong. You must address them by name. It is also necessary to emphasise the client's situation. This will make a positive impression and build trust. Do not ignore questions and information from the person you are talking to and focus only on the phrases in your templates.

Combine Messenger communication with calls. Even if you're chatting with your customer, it's worth getting them out of there and clarifying some details on the phone. If you feel that you need to find out more information or, on the contrary, give them more data to reinforce your communication, then call. But do not do it without warning, first show them the advantage of such communication. For example, you ask a question about the customer's past experience and he replies that he had some negative experiences before. Then say that in order to avoid a negative outcome, some points need to be clarified over the phone and offer to call. This shows initiative and care, as your aim is to understand the situation as well as possible and take the customer's wishes into account as much as possible. In this way, you will achieve multi-channel communication, making it even more effective.

Voice messages are a common means of communication in messengers. However, not everyone is happy with them. If you want to use voice messages to communicate information to your customers, ask them first if they think it is appropriate.
Positive and negative aspects of communicating with customers in messengers
  • Always on time. When you use a messenger, you are basically always on time. When you call a customer, you run the risk of getting into a situation where they feel uncomfortable talking. A message in Messenger can be opened and read by the customer when he has the time and inclination.
  • Messenger communication allows you to better communicate the value of your offer. You can send a picture, a video review of the product the customer wants to buy.
  • The percentage of messages opened by recipients is much higher than for emails: 80% versus 10%. Accordingly, the probability that a customer will read a message in Messenger is much higher.

  • The customer may become silent and stop contacting you.
  • The correspondence process can take a long time.

Therefore, the conclusion is this. For effective sales, it is necessary to combine communication in messengers and phone calls. Of course, if a person is categorically opposed to telephone communication, then it is worth concentrating only on correspondence. Remember: short and clear messages, friendliness, sincerity and politeness are the keys to success.
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