Matthew Bellows of Yesware wrote about some of his email tips to help close a deal. Here are some additional thoughts on a few of his tips.
His first tip is one to always remember: be personal and relevant. Success in business requires building relationships. To build a relationship, you have to treat your partners and your customers as individuals, not just as generic blank slates. Customize your messaging to each recipient, so that it connects with them and their actual situation, not just throwing out blanket statements that will hit a few but miss for most. Tie in to their industry. Or as you get to know someone on a more personal level, connect on those issues.
Matthew’s second tip is related to the first: never “just check in.” Not only should all your communication be personal and relevant, but it must also be meaningful. When you send an email, you should always make sure to include some new piece of information, some genuine reason for the communication.
A third point is that communication must be prompt and ongoing; silence is death. If you keep messaging a prospective partner or customer, taking time and resources to craft those messages, but never hear anything back, at some point you need to end it. If you are following the other tips, then every message you are sending is relevant and meaningful, and thus represent real value that you are sending their way. Matthew’s suggestion is that if you have not gotten any response after 5 or 6 messages, then it’s time to send one last-chance message: “Too busy or not interested?” You want to work with people who want to work with you. If someone doesn’t see enough value in what you are doing to take the time to respond to your communication, then that’s a sign to look in another direction. Don’t give up after just 1 or 2 messages, but don’t keep dragging things out indefinitely once it becomes clear that things are not moving. Happy blogging!