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Created by
Jon Davey
Social Media Director
Business in Berkshire
01753 852904
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Consultative selling with email marketing
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Taking a consultative selling approach to email marketing is likely to pay more dividends than the blanket bomb approach that many seem to adopt.
Earlier today I was in a pitch to a client talking about their whole online marketing mission. It had started as an email marketing enquiry, the prospect finding me via an online search for email marketing and looking to do business locally. It made me reflect on how difficult it had been to get people into email marketing in the early days (2001). They were resistant as they didn’t want to put their head on a block, preferring to stay safe with a postal mail shot costing 10x the price! It was generally accepted that marketing did postal mail shots... but this new fangled email marketing, can’t be doing with that, it’ll never take off! There were a few early adopters who were willing to take a risk. Jonny Thomson who was marketing director for EMAP’s Spring Fair & Autumn Fair shows was one who put his neck out and enjoyed a significant increase in attendance when other shows were fading... good times! Read his email marketing testimonial below... Emap have been using LiaiseOnline for several years now in order to boost our on-line marketing efforts. We organise three of the UK's largest B2B trade shows, and need to ensure we have cost-effective, responsive marketing methods. LiaiseOnline has given us the ability to do this with broadcast e-mail campaigns. They are innovative, responsive and quick to attend to our every need. Jonny Thomson Marketing Director Spring Fair & Autumn Fair Emap plc Today there are so many email systems that the price has tumbled and as a standalone solution you can pick up packages with a packet of cornflakes!! The skill is not to spam the planet, as many suppliers still seem to advocate, but to work your lists with respect, giving your recipients information that is going to be useful to them as well as promoting yourself “quietly” at the same time. This soft sell, consultative sales approach will reap more rewards in the long term for those who have the patience... Jon Davey 01753 852904 P.S. Jonny if you are out there in bonnie Scotland and you read this, say hello! |
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