LESSON 1: Simple is better
That is to say - do not overcomplicate your emails. Long, wordy messages that cover all possible information about your product and its features will only confuse your prospects and make it harder for them to decide, not easier. When they ask specific questions, they are expecting a direct answer and not an essay. Instead, adjust the information you send to each prospect's challenges and try to understand how their organisation works by asking additional questions. Another thing you can do to make your message more relevant is to ask prospects about similar experiences with other providers, which will help you understand their needs better as well. LESSON 2: Adapt your messaging style
Another painful mistake in communication is being too formal in your business correspondence. Of course, you want to sound professional, but in this day and age that doesn't mean you have to use old-school, complex structures to demonstrate your expertise. Although it's important to be polite and respectful, the bottom line is you are trying to build a relationship. That's why being more casual can go a long way in creating common ground with prospects.
Pay attention to their messaging style - subconsciously, people connect with those that are similar to them. It's a good strategy to adapt your style to different personas: if someone is replying to you with only a few words, it's better to get to the point and keep it short as well. LESSON 3: Don't take it personally
In the early days of their career many sales reps tend to feel defeated when they receive negative responses. It's easy to immediately start second-guessing your communication skills and blame yourself for every lost sale. But the truth is that it almost never has anything to do with you personally, so don't lose your motivation just yet!
Learning to deal with rejection is one of the major skills that will help you succeed in this role, because it's inevitable and you need to expect it.
What you can do:
- Accept that your solution can't be relevant to everyone
- Have a positive attitude and prepare an appropriate reply
- Collect feedback and ask questions to understand the market needs
- Focus on the victories, rather than dwell on the "no"-s!