Business Communication: The 3 Keys for a Sales Email That Closes Appointments

The Sales Email Paradox: Less is More

Have you ever wanted to send an email where you weren't sure if it would be read, much less how to get a reply?

Everything you send is a direct reflection of your professionalism. Spelling errors, incorrect grammar, and an overly abrupt personal style can negatively affect the perception of your executive presence.

The dilemma when drafting a message is this: don't be too frugal, but don't write too much information either.

• The Common Mistake: We believe that by writing a topic with many details, the other person will have all the information needed to make decisions.

• The Reality: When we put too many words in a sales email, it is highly likely that the recipient will not read it. Too much information can be overwhelming when you have thousands of other emails to read.

The ultimate goal is to be assertive, clear, and concrete to secure an appointment or call where you can provide more information.

The 3 Keys to a Sales Email That Generates a Response

A successful sales email must meet three fundamental principles of business communication: be Assertive, Clear, and Concrete.

1. Be Assertive (A Voice of Security)

All your words must convey security and positivity. This characteristic is also crucial for the email Subject line; if the subject is not assertive, the email won't even be opened.

Tips for Being Assertive:

• Avoid Doubt: Instead of saying: "I would like to see if we can..."

• Use Assertiveness: It is better to say: "I am confident that when we meet..."

• Subject Rule: Always send an email with a subject line. Never leave it blank.

2. Be Clear (Avoid Confusion)

It is very important that you convey your message with clarity, as ambiguity can confuse the other person and prevent them from understanding what you mean. Grammar plays a very important role here. It's common to read emails with a single run-on sentence and multiple commas where the idea never ends.

Clarity Examples:

• Unclear: "I would like for you to get to know the product, which has many favorable qualities and is beneficial for what you do now, and which is economical, so I understand it could be good considering your objectives..."

• Clear and Direct: "Upon learning about all the product's qualities and features, you will find that it resolves your current needs."

3. Be Concrete (Call to Action)

Specify your objective in the sales email: secure an appointment, confirm a call, etc. People respond to emails that are clear, concrete, and assertive because they capture their attention by being well-directed.

Focus on Action, Not the Catalog:

• Less Effective: "Our products are of the best quality, there are different features... here is a list of our services and costs."

• More Effective: "I am interested in speaking with you to arrange an appointment where we can discuss all the benefits the product would bring to your team."

Conclusion: Your Email as a Reflection of Your Leadership

Sending a well-thought-out, structured sales email that contains information contributing to your goal speaks volumes about the person writing it. It shows professionalism, respect for the recipient's time, and assertiveness.

Test it out and write an email following the principles of Assertive, Clear, and Concrete, and you will see how business communication flows between you and your client. Increase your sales by being more productive in less time.