The Beginning of Don’t Hit Send™
Like many great breakthroughs, Don’t Hit Send™ is the by product of something else. It came about during a consulting engagement with a wealthy developer in Belize. Marvin Sadovsky, PhD was asked by the developer to assist his sales team produce at a much higher level. Here’s what happened!
The Setting:
The wealthy developer had developed and constructed a beautiful high end resort community on the island of Belize. These were Multi-million dollar estates that were being marketed around the globe to wealthy individuals.
The Problem:
Although the global marketing campaign was a success (measured by the volume of interested people requesting additional information) the sales conversation rate was dismal. For every 50 (Fifty) in-bound requests for information that the sales team responded to, only 1 (One) continued to dialog and pursue looking at the property.
That’s a 50/1 ratio of requests to conversions. A ratio not acceptable to the developer.
What Happened Next:
When Dr. Marvin arrived in Belize, he examined everything. He reviewed the marketing materials; he met with the 26 sales consultants to understand what they thought was the problem; he even looked at the development itself. Then, he looked at the in-bound emails from potential customers requesting more information and the responding out-bound emails sent by the sales team. What he saw was amazing and he discovered the problem.
Although the sales team was highly skilled at communicating in-person or by phone they didn’t have a clue how to create a relationship via email. It was like they were speaking a language different than the potential customer in their response. No wonder the conversion rate was so bad, they weren’t communicating.
The Solution:
Over the next few days Dr. Marvin worked with the sales team. He taught them the “Language of Email”. To communicate in any language there are two things you must be able to do, listen and speak. The “Language of Email” is no different.
Before you can speak fluently with someone you must first understand who they are and what they want. What and how a person says things in their email to you… should determine how you communicate back to them. “However, this is only true if you want to create a great first impression and see the value in having that person like you”.
What the sales team learned was how to truly understand the sender of an email. They learned to determine the personality type of the sender by the few simple words in the email.
Based on this knowledge and understanding, the ratio of requests to conversions dropped from 50 / 1 to 3 /1. Or stated differently, they increased from a 2% conversion rate to a 33% conversion rate!
Significant…. Yes! Duplicatable…. Yes!
Email is your number one business communication tool today. If building relationships through email is important to you…. Don’t Hit Send™ will teach you how.
