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I was finishing up a purchase at a local supermarket when the cashier told me not only the amount I owed,  but told me how much I saved. Needless to say, I left there feeling like I received great value. It also served as an important reminder of how we might want to remind our […]


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Paul Castain is the Vice President of Sales Development for Consolidated Graphics where he oversees the training and development of 700 sales Jedis.

Prior to working for Consolidated Graphics. Paul was the Director Of Corporate Solutions Sales for Dale Carnegie & Associates and the owner of two successful businesses.

Over the last 27 years, Paul has trained and mentored over 3,000 sales professionals, written sales training content for several Fortune 500 companies and is the author of Castain’s Sales Playbook (which just won a Sales Pop award for best sales website).


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This Thursday, October 19th, we’re going to take a look inside your prospect’s thought process from how they judge you to how they doubt sales reps in general. We’ll talk about things like how to use 2 really powerful psychological tactics in a cold email to 12 ways you can put a skeptic at ease. I’ll show […]


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Paul Castain is the Vice President of Sales Development for Consolidated Graphics where he oversees the training and development of 700 sales Jedis.

Prior to working for Consolidated Graphics. Paul was the Director Of Corporate Solutions Sales for Dale Carnegie & Associates and the owner of two successful businesses.

Over the last 27 years, Paul has trained and mentored over 3,000 sales professionals, written sales training content for several Fortune 500 companies and is the author of Castain’s Sales Playbook (which just won a Sales Pop award for best sales website).


© Paul Castain for Reliable Linking, 2017. |
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When it comes to describing all those bells, whistles and the things that make your widget different; Use context to really drive the point home. There are two flavors to this “context” thing; Reduce To The Ridiculous Expand To The Extreme Reduce To The Ridiculous has been around for a while and quite frankly, there […]


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Paul Castain is the Vice President of Sales Development for Consolidated Graphics where he oversees the training and development of 700 sales Jedis.

Prior to working for Consolidated Graphics. Paul was the Director Of Corporate Solutions Sales for Dale Carnegie & Associates and the owner of two successful businesses.

Over the last 27 years, Paul has trained and mentored over 3,000 sales professionals, written sales training content for several Fortune 500 companies and is the author of Castain’s Sales Playbook (which just won a Sales Pop award for best sales website).


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There are these things in sales that we know we SHOULD do but we’ve never really thought about why (beyond the obvious). And heck, there are things we just aren’t talking about, but should, when it comes to testimonials! In this week’s episode of The Sales Playbook Podcast, we dive headfirst into this topic and; […]


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Paul Castain is the Vice President of Sales Development for Consolidated Graphics where he oversees the training and development of 700 sales Jedis.

Prior to working for Consolidated Graphics. Paul was the Director Of Corporate Solutions Sales for Dale Carnegie & Associates and the owner of two successful businesses.

Over the last 27 years, Paul has trained and mentored over 3,000 sales professionals, written sales training content for several Fortune 500 companies and is the author of Castain’s Sales Playbook (which just won a Sales Pop award for best sales website).


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Many times we look at questions solely as a way to get information but; There’s quite a bit more! Great questions allow YOU to take control of the conversation without being controlling or manipulative. Great questions jump start emotions. Emotions get prospects off the fence. Great questions lead your prospect on a path of self discovery instead […]


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Paul Castain is the Vice President of Sales Development for Consolidated Graphics where he oversees the training and development of 700 sales Jedis.

Prior to working for Consolidated Graphics. Paul was the Director Of Corporate Solutions Sales for Dale Carnegie & Associates and the owner of two successful businesses.

Over the last 27 years, Paul has trained and mentored over 3,000 sales professionals, written sales training content for several Fortune 500 companies and is the author of Castain’s Sales Playbook (which just won a Sales Pop award for best sales website).


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I stopped by a local bakery the other day and maybe all the good stuff had already been purchased, but I really didn’t see anything that caught my eye except; One thing but quite frankly, I was on the fence about it. The kind lady behind the counter sees me staring at the cookie, reaches in […]


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Paul Castain is the Vice President of Sales Development for Consolidated Graphics where he oversees the training and development of 700 sales Jedis.

Prior to working for Consolidated Graphics. Paul was the Director Of Corporate Solutions Sales for Dale Carnegie & Associates and the owner of two successful businesses.

Over the last 27 years, Paul has trained and mentored over 3,000 sales professionals, written sales training content for several Fortune 500 companies and is the author of Castain’s Sales Playbook (which just won a Sales Pop award for best sales website).


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There’s an old saying in sales . . . If you don’t ask, you don’t get So I thought I would do the unthinkable and ask for you to consider me as a speaker for your next event, sales-kickoff or national conference. Please click HERE to learn more. And by all means, please consider utilizing […]


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Paul Castain is the Vice President of Sales Development for Consolidated Graphics where he oversees the training and development of 700 sales Jedis.

Prior to working for Consolidated Graphics. Paul was the Director Of Corporate Solutions Sales for Dale Carnegie & Associates and the owner of two successful businesses.

Over the last 27 years, Paul has trained and mentored over 3,000 sales professionals, written sales training content for several Fortune 500 companies and is the author of Castain’s Sales Playbook (which just won a Sales Pop award for best sales website).


© Paul Castain for Reliable Linking, 2017. |
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Many times while prospecting we find ourselves in a really bad “stimulus/response” situation meaning; We call or email and they . . . Disregard Delete Hit Us With An Objection Its basically a pattern that many potential clients go into out of habit; Kind of like when you go to a store and the sales […]


Go to Sales Playbook
Paul Castain is the Vice President of Sales Development for Consolidated Graphics where he oversees the training and development of 700 sales Jedis.

Prior to working for Consolidated Graphics. Paul was the Director Of Corporate Solutions Sales for Dale Carnegie & Associates and the owner of two successful businesses.

Over the last 27 years, Paul has trained and mentored over 3,000 sales professionals, written sales training content for several Fortune 500 companies and is the author of Castain’s Sales Playbook (which just won a Sales Pop award for best sales website).


© Paul Castain for Reliable Linking, 2017. |
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Think about ALL the emotions you experience as a sales professional. If you were to jot them down, you could easily see a wide variety of both good and bad and probably a few emotions that fall in between but; That’s actually the easy part. The hard part is being mindful of the fact that […]


Go to Sales Playbook
Paul Castain is the Vice President of Sales Development for Consolidated Graphics where he oversees the training and development of 700 sales Jedis.

Prior to working for Consolidated Graphics. Paul was the Director Of Corporate Solutions Sales for Dale Carnegie & Associates and the owner of two successful businesses.

Over the last 27 years, Paul has trained and mentored over 3,000 sales professionals, written sales training content for several Fortune 500 companies and is the author of Castain’s Sales Playbook (which just won a Sales Pop award for best sales website).


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In the world of email automation, and email marketing in general, we get asked a lot of questions.  One glaring question that comes up often is  – How much is too much when it comes to sending emails, and specifically automated emails?

I think that the answer to this lies beneath the layers of intent and purpose….frankly, it all depends.  Here’s why.



sign up to receive specials and promotions from a local restaurantLet me give you an example of a restaurant guest who has signed up to receive specials and promotions from a local restaurant that they visit. The restaurant sends out an email twice a week, to their entire list, promoting the specials for lunch that given week, and the entertainment as well as specials for the weekend.

This can be a very effective use of email, provided that the people who signed up for the emails want that specific information, and they want it at that time.

As you begin building out your email list, you need to determine how often your subscribers should get email from you.



Let me share with you another example, this one with email automation.

storage shed for the backyard of your homeYou visit a company’s website, looking for a product. In this case, we’ll presume it’s a storage shed for the backyard of your home. In order to get closer to the point where you buy the item, you’ve decided to research storage sheds. In general, we can agree that the buying cycle of a storage shed is longer than 1 week. Therefore, if you visited a website, you likely won’t buy immediately, but because you are researching you may be looking for things like specifications. How is it built? What are the dimensions? What are the options available, like windows and doors? If the website offered you the ability to download spec sheets, there is a greater than 50% chance that you may do so. By entering your email, you get the download sent directly to you. Now the storage company can email you some followup information.



But this is where the key question comes into play.  How often? And When should I email the prospect.

You have their information... NOW WHAT?

If we were designing this program, we would start with a white board discussion with the storage shed business owner.  Here are some questions we would ask, that would lead us into a decision on how often to send emails:

  • How long is the average buying cycle for a storage shed?
  • What is the average price of a storage shed?
  • Does the consumer most likely buy over the phone, internet, or in person?
  • Other than specifications, what information do buyers look for before purchasing a shed?
  • What are some frequently asked questions that you hear from your prospects?
  • What’s the number one objective to buying your storage sheds?
  • What’s the average time to deliver a shed after purchase?
  • Do you sell other items to clients after they buy a shed?
  • Is buying a shed an urgent matter, in any situation?

 

These sample questions help us shape how the email automation will function.  We need to address the objections BEFORE the average buying cycle is completed, as that will increase the likelihood that the prospect will buy from this storage company rather than a competitor.





One thing to note:
When prospects are researching companies to do business with,
the more responsive company will win the business
greater than 50% of the time.
Prospects trust companies that they can get in touch with.
That even means building a relationship via email automation.



Let’s make up a scenario to walk you through an automation process.

Case Study: Law Firm specializing in Personal Injury

Goal: Obtain more clients who have had an accident

Solution: Develop a few documents that can be provided, gratis, via the website, that helps a person involved in an accident, navigate what to do next.

Business Case Data: Prospects engage a lawyer within 14 days of contacting them. (To be clear, I have made up this time frame, this information would come directly from the law firm. Please note that I am also making up this content for the emails below.  Content would be created in consultation with the firm.)

Here is what we would recommend for email automation:
Day 1 – Prospect visits website, enters email for free guide on how to deal with an accident. Guide is emailed directly to prospect upon request
Day 1 – 4 hours later – Did you get the guide?
Day 2 – Questions? Do you have any questions about the guide? If we can help you at all please let us know.
Day 3 – Soreness can set in – Content about how uncomfortable accident victims can get after just a few days.
Day 5 – Did you know that many accident victims miss more work than they intend to?
Day 7 – If you want to chat, we are here for you.
Day 10 – A guide to understanding your rights (leads to another download)
Day 14 – We hope you are feeling good – either way, give us a call, we’d love to talk with you briefly.
Day 28 – We hope you found the download valuable. We are always looking for feedback. Do you have any?

The goal here is urgency based on the proposed time frame of standard business rules. Additionally, what we are really looking for is to have a conversation. Since people do business with whom they know, like, and trust, it makes the most sense to drive at a personal conversation to discuss whether or not the prospect and the business are a good fit. This matters to both storage shed businesses and law firms.

Sometimes, automation can go on for months or years. At inConcert, we have a specific email automation process that goes for 7 months. However, I assure you that it does not send an email everyday for 7 months, now that would be overkill and frankly annoying.

Remember that the #1 reason people unsubscribe from emails is because they simply get too much of it. Not too much from you, just too much as a whole. However, if you give real valuable content to the recipient, they won’t unsubscribe. In fact they will look forward to receiving your content.

Here are a couple scenarios that you could use for automated email marketing:

Guidebook with emailed blog notification: User downloads a guidebook, then every week after that they receive an email highlighting a top blog post. It’s effective and not overwhelming. It’s also relevant to the area guidebook.



Guidebook with emailed blog notification: User downloads a guidebook, then every week after that they receive an email highlighting a top blog post.  It’s effective and not overwhelming. It’s also relevant to the area guidebook.

Meet The Team: Monthly you could send an email out with a team member profile, highlighting who they are and what they do at your company. This could be triggered by visiting a specific page(s) on your website.



Meet The Team: Monthly you could send an email out with a team member profile, highlighting who they are and what they do at your company. This could be triggered by visiting a specific page(s) on your website.

Contact us: Send 2 follow up emails after your contact form is submitted. Bonus idea: Have one of the emails lead the user to another page or guidebook that will trigger another automation sequence.



Contact us: Send 2 follow up emails after your contact form is submitted. Bonus idea: Have one of the emails lead the user to another page or guidebook that will trigger another automation sequence.



Bottom line, always work the flow out on a white board. If you don’t, you’ll be sorry! We used to design it in our heads, then started building it and we always found problems and challenges. Then we started whiteboarding it out and BAM….it all came together!



The post Email Automation: How much is too much? appeared first on Web Design, Development, Maintenance and Hosting in Massachusetts – inConcert Web Solutions.


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