The curse for many business professionals is a dependence upon email instead of talking to customers by phone or face-to-face. I recently experienced a volley of frustrating emails with a dealer’s service manager. He prefers email to talking.
Email use is encouraged as a time saver.
People believe Two Email Myths.
- Email Saves Time.
- Email allows communication with many people quickly and efficiently.
Here’s a sample of an email exchange that probably sounds familiar. Change the subject matter and it fits for every business owner and sales person.
The Email Eternity Circle:
Dealer: “You must sign by Friday for the discount.”
Customer: “Cash flow is tight.”
Dealer: “How about leasing?”
Customer: “You offer leasing?”
Dealer: “Are you interested in a lease?”
Customer: “Maybe.”
Dealer: “What kind of lease do you want?”
Customer: “What kind of lease do you have?”
Dealer: “That depends.”
Customer: “On what?”
Did either party think about picking up the phone and breaking the mindless exchange?
Myth #1 Email Saves Time——You can break The Email Eternity Circle.
- Don’t use email if the subject matter is complex. Call the customer.
- Never try to close a sale with email.
- Emails are to be short and succinct, not 3-page Epistles.
- If the customer is upset, do not choose email to convey negative information.
- If the message is long, include a well-crafted attachment.
- Some spam filters block emails with attachments. Make sure your email is received and opened.
- Email can’t convey passion, concern, caring or warmth. Email is flat and one-dimensional.
Myth #2 Communicate with many quickly.
- Who do you really need to copy in your email?
- If you copy “everyone” more people know if you screw up.
- Does everyone want more email? Employ the “need to know basis” guideline.
- People seldom read email message completely.No examples needed. You know I’m right.
- Some emails seem to be an attempt to share blame or pass the buck? Consider motivation and potential outcomes.
- Emails, once sent, cannot be deleted. They could end up in court as evidence. Before hitting send, think–Is this what you want to appear in a court transcript?
- Watch out for selecting “Reply All.” There are times when some people should be excluded from an email chain for a variety of reasons. One of those mistakes ended a friend’s career at a great company. In making a snide comment via email regarding a recent promotion, the individual chose reply all and copied the entire company email distribution list.
Restraint of pen and tongue is a virtue that should be employed daily in business. It saves money, pain and relationships.