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Episode Info: “Beg mail is infamous for its ability to hinder the sales process by irritating buyers. You can learn how to drop beg mail for its more powerful sibling, value mail!” Episode Overview In this episode, Bruce Scheer talks to Anthony Coundouris about what you can do to add value to your emails and maximize your success with buyers. Anthony is an independent marketing officer and the author of run_frictionless, a book that explores the importance of building sales systems to achieve predictable sales results. With his global experience in marketing, Anthony has learned the importance of turning beg mail into value mail. Today, we discuss the reasons why beg mail is often ineffective and how you can add value to your email strategies for more effective sales. Beg Mail vs. Value Mail: Thinking Differently About Communication Over the last few decades, email has become one of the central ways that businesses communicate with their customers. Technology, however, has its downsides. Nearly all of us have experienced spam in our email and on our phones, whether in the form of unsolicited calls, constant email reminders about a product, or even emails about products you don’t need. While most of these messages are automated, some fall under the rubric of “beg mail.” Beg mail refers to the often-repeated call or email to a potential buyer to get a decision on a sale. Typically, beg mail involves asking a buyer for a decision on a sale, either by repeatedly sending messages asking for another meeting or directly asking if they have made a decision. This format does not add value to your buyers and feels more like a sales “prayer” than a cogent sales strategy. More importantly, Anthony Coundouris argues, buyers usually perceive beg mail as pushy, pressure-oriented, or annoying. A follow-up message often won’t annoy buyers, but repeatedly contacting your buyers with similar messages will lead you to beg mail territory. Sales companies resort to beg mail when they run out of energy for communication that adds value (i.e., something new) to a conversation. Anthony Coundouris, for example, found that most of the companies he researched in the United Kingdom switched to beg mail after their initial value mail. These later messages became distracting for the same reason as email spam. But is there a better way to interact with buyers? Anthony Coundouris thinks so. He argues that salespeople should emphasize the alternative:  value mail. What is value mail, and why does it matter? In contrast to beg mail, value mail does not focus on the “chase” but adds something new to the conversation. This might include useful resources and information, tools, and other materials that your potential buyer may find useful. Value mail emphasizes building relationships with buyers rather than simply selling a product. After all, your buyers know you want to sell them something; focusing on communication that helps buyers think about the services you offer and ho...
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