Selling with Email: How to Spot the Close of the Deal
Too often, companies blanket their lists with emails that treat everyone like a prospect who needs education, or someone unaware of the problems their product solves. They send email after email, packed with great content and stories, and don’t get deals to close. They forget that someone who’s aware of your product, its features, and how much it costs requires a different kind of messaging—they don’t need education, they need to be sold to.
You might have one email flow that works really well at moving people from being problem aware to being product aware. This means they start out not knowing much about the problem and move towards knowing that your product exists.
Or your email flow might move them from being solution aware to being product aware. You show them how you’re different from the competition and move towards explaining how your product features solve their problems better.
But here’s the thing: the fact that people know they have a problem and that you have a product isn’t enough to get them to buy. To do that, Schwartz’s model suggests moving people one more step to become “most aware.” Meaning, they understand how your product specifically works for them.
These people have exhibited greater buying intent than others. While they have different levels of familiarity with your product, they’ve all shown some kind of interest in buying a solution to their problem — now that they know a solution is available.
Here are the characteristics of users you’ll want to target as you close the deal:
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Another approach is to incorporate gifs into your design to get users to stay in the email longer. This example from Your Karma leads with the brand’s main selling point, its premium features. Then they call out the savings users get when they sign up. It’s like saying, “Hey, we have the best features. You can enjoy them too and save big if you act now.”
OK — Who’s Ready to Buy?It’s almost ironic that so many email marketers struggle with the penultimate phase of the lifecycle—just as people are actually ready to buy. Eugene Schwartz’s “Five Levels of Awareness” model helps explain why and also demonstrates the way out. Schwartz’s model places each new prospect on a spectrum of awareness. People exist on different parts of the spectrum depending on how aware they are of your brand and product:
Creating your SegmentYou’re going to want to focus most on closing the deal with your most aware, product aware, and solution aware prospects.
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- Most Aware Users
- Open all your emails
- Click through a high % of your links
- Ask your sales teams lots of good questions
- Leave comments on your blog and social media
- Possibly bought from you before
- Product Aware Users
- Found you when they clicked a Facebook ad
- Visit the pricing page on your website
- Sign up for your email list, a free trial, or a product demo
- Solution Aware Users
- Visit multiple blog posts
- Visit product features page
- Watch product videos
- Read customer testimonials and product FAQs