Written communication in corporate sales

In corporate sales, your written communication plays a primary role.

Let's get down to practices.

ONE.

Take care of the tone. Whether you're dealing with suppliers, customers, leads or prospects, your communication can't set the wrong tone.

The biggest misconceptions are on the spectrum between sounding extremely formal/cold and warm/close. A good proportion of professionals use a cordial tone, but there are some (rare ones) who go as far as being crude.

In messages, begin and end with a friendly, cordial and respectful greeting, regardless of who your interlocutor is.

In the published pages, centre the communication on your reader and bet on passing on the benefits and values that your product/service promises.

TWO.

Be quick to return emails and messages. Ideally, returns should happen the same day. Often this is not possible due to volume, so some may be carried over to the next day.

Many say that they lose the daily struggle with the "mailbox" and end the day full of unanswered messages. It's a feeling of being owed returns permanently. The fact is, it is normal and expected if you deal with the market. The one with the organised mailbox is probably not beating the market as much as he could.

To speed up returns without dropping in quality, handle your mailbox twice a day, 15 minutes each.

THREE.

Assertiveness. In written communication, what is there in the email, in the proposal, in the presentation, will be seen and read by more than one person. The more assertive the communication piece is, the faster you will close your sales cycles.

The sales cycle is the time measured between the presentation phase and the closing. If you pass on, even subtly, a dubious message you will widen the spectrum of understanding and therefore not fix the benefit/value provided, i.e. your message will be considered ephemeral.

FOUR.

Congruence. It is the uniqueness, uniformity and coherence between what is read of your company in all your communication pieces: Your website, ads, Linkedin page, commercial proposal, presentation email, etc.

This is perhaps the most neglected point by entrepreneurs who, due to trial and error in building a clientele, send a diffuse message to the market, trying to sell everything to everyone.

Such dilution is detrimental to their results.

--

Cordial tone, speed, assertiveness and congruence are the four vectors that added together will make you read and retained by your market.

In short, we are dealing here with relevance.

And most relevantly, it has a better chance of staying with the business.

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Stavros Frangoulidis
Stavros Frangoulidis
CEO of PaP Solutions ⚡ Let's connect on Linkedin too

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