Two dynamics will be unfolding over the next few years that will require salespeople to improve their writing skills: customers are less likely to give time to salespeople, and people are more distracted than ever. Because of former behavior, salespeople will need to use the written word to secure appointments, check on proposals, follow-up on services issues, etc. If they won’t see us or talk with us, then we’ll need to write to them. However, with the influx of emails, text messages, letters, written presentations and proposals, and direct messages through social media, our customers will stop reading unless the writing is succinct, accurate, and relevant. We’re going to have to write a lot more, and it’s got to be effective writing.
Below are six examples of how you can improve your writing.
- Executive Summaries. If you want the important influencers to appreciate your proposal, then you need to learn how to write an attention-grabbing, helpful executive summary. The people that truly influence decisions don’t have time to read your entire proposal, so they look for an executive summary. If yours is the one that comes with your template, you’re going to be in trouble soon. This is such an important issue that we’ve included it as our topic this month in Vector Firm Sales Academy.
- Prospecting Emails. These are the worst. Seriously. I receive emails from marketing professionals that are terrible. Learn to write brief emails that engage your recipient with information about a problem they’re likely having, offer some content to help them, and ask for an appointment at a specific time. That’s it. Don’t tell them how great you are … unless you want them to delete your message.
- LinkedIn Direct Messaging. Remember when mass emails started looking like they were personal until you figured out they weren’t? That’s about where LinkedIn messaging is today. Don’t be that person. If you take time to send a message, make it personal and brief.
- Letters. Yes, letters that you print, fold, and stuff in an envelope. First of all, do this. Junk mail is now email. Today, it’s novel to receive a real letter. Secondly, learn the basics of writing a letter – how to address it, date it, etc. Seriously, learn these things. Finally, include a hand-written note at the bottom like “Hope you’re doing great and looking forward to seeing you soon.”
- Text Messages. Use proper grammar. The typical texting grammar annoys many people, but proper grammar never annoys anyone. Use texting for confirming appointments, for yes or no requests, to send links to articles, or to enhance another form of communicating. Don’t use texting for anything more.
- Emails for Other Purposes Besides Prospecting. Be brief. Be accurate. Be relevant. No long paragraphs. Use bullet points instead. If you have something to explain in detail, then either add it to an attachment or include it at the bottom of the email clearly separate from your note.
Please take this one seriously. Do your homework and learn how to write properly. It’s a skill that we’ve forgotten, but it’s coming back. If you want to make it easy, we have several sessions in Vector Firm Sales Academy that address these things – check it out. (Btw, don’t end sentences with a preposition.)
Next week we’ll discuss Change #2: Online calls must improve … bigtime!
