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The boss will appreciate it and you will be improving your skills. Once in awhile, ask a talented writer or colleague to evaluate your writing. You should be prepared for constructive criticism.

Stick to the rule of three

The endless parade of e-mails from a salesperson is annoying to customers. If you can’t get it done with three e-mail exchanges on the same subject, pick up the phone.

Slow down!

We all feel pressured to provide a fast response via e-mail. However, an e-mail sent in haste has caused salespeople more embarrassment than most care to recount. From sending an RFP to the wrong client, to misspelling a potential client’s name, to “replying all” when you were BCC’d, an e-mail mistake can cause game-changing results.

Take your time with each e-mail that you send. Make sure you triple-check that you are writing to your intended recipient and that you are attaching the correct documents. Read over your e-mail at least two or three times before sending, especially if it is being sent to a client.

In our sales training workshops, we encourage salespeople to use e-mail to reinforce key points, follow-up on important details, and use it in conjunction with the phone to gain appointments.

For selling complex print solutions, it is not an effective primary selling vehicle. However, e-mail is a great time saving communication tool to quickly disseminate information and to shorten the sales cycle. It is not a replacement for face-to-face selling, but it is an integral complement in today’s world.

Joe Rickard is a sales training leader and consultant in the graphic communications industry. He is the founder of Intellective Solutions LLC, which is a provider of consulting services as well as customized sales and sales management training. Contact Rickard at (845) 753-6156, jrickard@intellectives.com, or visit www.intellectivesolutions.com.