7 Pitfalls of Using Email to Sell
but don’t say anything to indicate that you’re assuming that both of you are a match.
2. Stop thinking that e-mail is the best way to get to d ecisionmakers. Traditional selling has become so ineffective that salespeople have run out of options for creating conversation, both over the phone and in person. However, it’s best to view e-mail as a backup option only, not as a way to create new relationships. Try to use it primarily for sending information and documents after you’ve developed a relationship with a prospect.
3. Remove your company name from the subject line. Whenever you put your company and solution first, you create the impression that you can’t wait to give a presentation about your
product and services. Your subject line should be a humble reference to issues that you may be able to help prospects solve.
