How to Build Rapport over Email
Is it possible to build rapport over email? You betcha! Most salesmen prefer to be face-to-face with a lead, but that isn't how online business works...
July 28th, 2010 by Pete Casale
Yes, you can build rapport over email
(and it's not just about emoticons) |
Ask any salesman, they'll say the same thing: It's easier to make a sale when you have rapport with the customer. Ideally, you should be face-to-face. Failing that, you should at least be on the phone. This is because it is easier to build rapport when you can communicate with body language as well as your voice tones. In fact, the actual words themselves make up very little of the human being's communication system. So what happens when the words are all you've got?
I deal with all my customers by email. Some call me on my phone (which is via Skype) but 95% of my active business is conducted through email.
Email?! That's not face-to-face! That's not the phone! I know a few "sales gurus" will be shaking their heads condescendingly at me. Fear not, I am shaking my head back at them, in an even more condescending manner. I believe email is the best form of communication. Even if I could be face-to-face, I would still choose email.
- Emails can be carefully thought-out. Once I've said something face-to-face, I cannot push backspace to delete it.
- Emotions can be added or eschewed from an email communication without having to put on an act.
- I can answer an email when it suits me. I do not need to make an appointment to send an email.
- Likewise, a customer can answer an email when they want.
- I do not have to dress up in a fancy tuxedo with a top hat and spinning bow tie to impress someone over email.
- I can email anyone in the world instantly. I cannot meet up with someone face-to-face instantly.
- Phoning someone feels invasive. I don't like being phoned, so why should anyone else? In my mind, the telephone is primitive. It spontaneously creates an alarming ring tone, demanding "attention for me, right now!" And I'm expected to drop everything and respond. I don't like a machine telling me what to do. I should be the one who tells the machines when to act, not the other way round.
But Pete! Customers are under no pressure to respond to an email! Face to face or telephoning allows me get an instant response! This is true. However, pressure does not make for an ethical or guaranteed sale. If you have to rely on badgering people into buying your products or services against their will, then you should concentrate on making a better product or service. This article is not called "how to badger people into buying things they don't want." This article is about building rapport over email, which I've learned is just as feasible as building rapport face-to-face.
How to Build Rapport over Email
I'll explain using an example. This is a typical kind of email I will get:
Hello,
I would like to have a logo designed for my shoe company, Deathstar Athletics. How much does it cost?
Look forward to hearing from you,
Gretel McFood |
How should I respond? I should pay attention to the tone and language, which shows me how I should respond.
Elaboration
How much has the customer elaborated or gone off topic? Gretel has been very direct in her communication. This tells me she may be making this request to several different companies. This does NOT mean you need to cut your price! It just means you have to build more rapport.
This can be done by elaborating more, and going into more detail. In fact, the more descriptive you can be, the better. Have you noticed how a good author can make you forget you're reading words, and fall into the imagination realm? Try to engage.
Energy Level
How many exclamation marks or smiley faces have they put in their email? Gretel has put none. This tells me she is a bit cold, and possibly defensive. This allows her to not feel too bad if she backs out once I've quoted a price. I can combat this by being extra nice and bringing up the level of energy.
Greeting and Signature
In most cases, the greeting should be mirrored in my response. Gretel has used Hello as her greeting, so I should use Hello in mine. However, I may change this to a less formal greeting since I want to raise the energy level. The signature should generally remain positive but unique to you, I prefer to sign off with:
Cheers,
Pete
Sometimes, people will write just the name as a greeting, which is to be avoided at all costs. It is impolite and cold.
Content
As mentioned earlier, I try to engage my clients. Rather than say to Gretel "Yes we can make you a logo" I would describe the kind of logo she will get. Always try to paint a picture of the results, rather than the process.
Smiley Faces
Smiley faces are tricky. I tend to only use smiley faces a maximum of once per email. If you overdo it, you end up looking like a fifteen year old. However a well-placed smiley face can warm up a cold exchange. Just don't go using the :P :S :O :D ^_^ etc. Standard :) is fine.
Language
Be careful not to have any spelling mistakes or grammatical errors. To be fair, this should always be the case. It is unprofessional to have bad English. If I email a company and they reply with poor grammar or spelling mistakes, I am immediately put off.
See the example reply I've made - you can click on the sentences to get a more detailed explanation of my words.
Final Thoughts
I hope this gets you thinking about the way you communicate with your customers and leads over email. It is entirely possible to build good rapport with people in online business, it's just a case of reading their personal language and responding in the best possible way for them.
If you'd like to learn about building rapport face-to-face, have a look at my article on How to Build Rapport at NLP Secrets.
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