Communication is key

An extract from the new audio series Real eConnections
by Stefan Swanepoel

The purpose of good communication is to understand and anticipate the needs of your current and potential customers and email is most likely the biggest advance the Internet has provided you to better manage and communicate your buyers and sellers.

Email is a killer application. It is unquestionably the most widely used application on the Internet and has been the main driving force in the growth of the Internet over the last few years. It has already become the number one communication device in the USA, surpassing both faxes and telephones. In a recent survey 78% of consumers ranked permission based email as their preferred method of communication, ahead of postal mail, in-person sales and telemarketing calls.

Basic Etiquette

When communicating with a new e-consumer (buyers or sellers) it is critical that you understand the power of email, follow certain basic email etiquette and optimize the power it offers:

• Watch your words – once in print they are hard to withdraw
• KISS principal - keep it simple and short
• Check your spelling
• Use digital signatures and provide your contact details
• Don’t write flame emails – cool down first, count to 10

Management

Have you taken notice of how many emails you deal with on a daily basis recently? If you are receiving over one hundred emails a day, it will, if not correctly managed become a major time burden. You must learn to manage your email. Here are few general tips to remember:

• This is an additional communication channel
• Manage the message
• The Internet is part of the “now generation” so reply timely
• Use filters and automatic filing features
• Stop forwarding jokes and chain letters

Marketing Tool

Email has significantly evolved and is no longer seen as just a simple communication tool – it has become a dynamic proactive marketing tool that can help you and your company business grow significantly.

The goal is to consistently place your name in front of potential customers without frustrating or irritating them. The last thing you wish to do is to be considered as junk mail and to have your message discarded before it is even read.

As this is most likely the first communication you have with this individual you need to establish creditability as quickly as possible. Who are you? Why are you sending them this email? Why should they read it? What is the value of them doing so?

Thereafter, focus on your target market and focus on what is it that you are offering. Clearly outline the reason for the email in the subject line. Also make sure that you address in the body of the email as many of the possible questions or concerns as possible.

Remember that although you might have targeted the right person with the right product, he may still not buy. The timing may not be right or he may just delete your email. Emails are easy to send and just as easy to delete. That is a fact of life. Concisely articulate why he should do business with you. Remember, just like with traditional business, you still need to earn it.

Next, entice the person to action. The purpose is to get people to use your services so offer them something as an incentive to contact you – be it a free informative neighborhood newsletter, an area price watch, or invite them to go to your website to get further information …be creative.

Summary

E-mail is an extremely valuable communication tool but it can easily be abused if used carelessly or too frequently. Learn to use it wisely. Learn to use it effectively. Learn to use it regularly. Become comfortable with it.