Drive New Sales with the Right Email Etiquette

Courting and building relationships over time are the only guarantees of succeeding in closing a deal in today’s fast-paced world.

How is this achieved? Email is the answer!

When used correctly it provides a powerful tool.  All too often sellers end up harassing prospects to the point of losing the deal.

Here are some best practice “do’s” and “don’ts” tips to keep a conversation going using email-and how to seal that important deal.

Email etiquette “do’s”

What are some of the “do’s” in closing that deal?

Be Personal

First off, always be personal and relevant via email as people appreciate that personal touch when you are trying to close the deal.

You may be sending out email campaigns on mass to your audience, which is great by the way, but following up specific deals or proposals needs the personal touch.

What’s in it for them?

They’re usually also wondering “what’s in it for me?  So the information, research or industry news you can provide your prospect through email from their perspective demonstrates a quality of care that will most likely warrant better results.

Keep a record

Record a note of the conversation in your CRM system to ensure all parties in your business are aware of the contact you have made and avoid embarrassing double contact.

Be Timely

Also, remember that timing is everything in email etiquette. It can also be you’re enemy if you’re not careful. It may seem obvious, but it goes without saying that you need to be immediately responsive when you get a reply.

As a great rule of thumb: reply right away! Even if you’re traveling or in a meeting, let your prospect know that you will get back them shortly to properly address their questions/concerns.

Is there a bad time to respond? With an infinitum of smart devices to connect with someone, there’s never a bad time. You want to send a message to your prospect that you’re readily reachable and responsive to all their questions and needs.


As it turns out, email open rates are slightly higher over the weekend so don’t feel locked into the Monday through Friday 9-5 time slot. Fridays and weekends are definitely prime time to communicate your message.

No Joy?

What if you get no response? If you’ve sent 5-6 emails, assuming that each email you’ve sent is relevant, personal and adds value, then make one last effort and send an email with a short subject line entitled “Too busy or not interested?” They may be more responsive on a different medium besides email correspondence.

Email etiquette “don’ts”- Knowing the “don’ts” is just as important too.

Don’t check in

For starters, never “just check in.” It does not bring any value to your prospect. You shouldn’t appear as if you’re following up to meet a quota. Every point of contact should have something informative or engaging for your prospect to look at. Remember this with your regular mass emails too. Quality is vital.

Go round them?

Is it alright to go around your contact if your he/she isn’t responding? In short, no. If you cc someone else on your email who’s higher up than your contact, you don’t want to go around them. Saying something to the effect of “Rick isn’t getting back with me so I wanted to get in touch with you” is not a tasteful tactic, as it appears to be throwing your contact under the bus. If you cc someone else, address both parties asking for feedback and suggestions.

Don’t miss a promise you made

If you respond on the move with a holding message, set yourself a reminder to follow up on the full email or it will have a double whammy negative effect and could close the door totally for you!

Get their name wrong

It sounds simple but there is nothing more likely to alienate some more than calling them John when their name is David. It can happen sometimes (when were busy and working through a number of sales leads with common content) but check and then double check to ensure names and titles are right. Getting it wrong can shut the door permanently in many cases!

When it comes to sales today, keeping an eye towards a long term vision is key. Creating true value in a long term relationship can take years. With that, it’s important to use effective tools like email and the above mentioned email etiquette ways to achieve ongoing business excellence far into the future.

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