Rob Ashton | Three Things Every Seller Must Change to Convert More Prospects When Writing Emails

On today’s episode of The Sales Evangelist, our host, Donald Kelly is joined by Rob Ashton to discuss the power of writing and three things that you need to understand to convert more prospects when writing emails. Reading is not speaking We are born with structures for speaking, but writing takes years of dedicated practice in order to rewire the brain.  Because reading is so complicated we don’t do it in real-time. Our eyes skip through the page and our brains fill in the rest.  Reading is much more complicated than we realize.  Writing is not great for everything You really need to put yourself in the shoes of the prospect. Think about how interested they are in this, how much they know already, what is their priority, and when was the last time we talked about this. Writing is not good for emotive issues.  Our brains are not computers and writing is not data transfer We often believe that emails should be short bullet points, but it is not always the case.  As human beings we think in narrative and bullet points are not good at communicating nuance and risk losing control of the narrative.  Remember that you are building a relationship and you have to assume sending a bulleted list will not build relationships.  Episode Resources Check out Rob’s website at robashton.com This episode is brought to you in part by LinkedIn. The sales landscape is totally changing. The way that we are selling is out of line with the way our prospects are buying. You need to adapt to succeed. Imagine if you could use data that could give you insights into when somebody is ready and the challenges they are facing so you can fine-tune your message specifically toward them. Deep Sales, a part of the next generation of LinkedIn Sales Navigator, can help you do just that. Check it out yourself and get a 60-day free trial at Linkedin.com/TSE. This episode is brought to you in part by Scratchpad. Are you tired of a digital workspace cluttered with notes, folders, files, and half-filled spreadsheets? (Not that we’re speaking from personal experience.) Luckily, we’ve found the solution. Scratchpad is the first Revenue Team Workspace specifically designed to adapt to each salesperson’s workflow, so you don’t have to change your habits. Scratchpad creates a streamlined workflow that allows everyone to be a little more productive each day without the hassle of updating a database with whatever info you can find. Get Scratchpad free at Scratchpad.com.  This episode is brought to you in part by Calendly. The power of scheduling automation has never been more critical than it is today. Your sales team needs a solution to easily meet with prospects at the right time, every time. With calendly, you can turn more meetings into revenue, accelerate your sales cycle, and increase your win rate when you choose to use calendly to automate your scheduling. Finish the year strong and request a demo of calendly today at Calendly.com/TSE.  This episode is brought to you in part by Skipio. Are you sick of crickets? As a salesperson, the pain of reaching out with phone calls or emails and not receiving a response is real. But all text messaging is not created equal. 85% of people prefer text over email and phone calls because they want to engage in a conversation, not listen to bots. Be more like people and start having conversations that end in the conversions you want. Try Skipio at www.Skipio.com. As one of our podcast listeners, we value your opinion and always want to improve the quality of our show. Complete our two-minute survey here: thesalesevangelist.com/survey. We’d love for you to join us for our next episodes by tuning in on Apple Podcast, Google Podcast, Stitcher, or Spotify. Audio is provided by Free SFX, Soundstripe, and Bensound. Other songs used in the episodes are The Organ Grinder written by Bradley Jay Hill, performed by Bright Seed, and Produced by Brightseed and Hill.