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Sales and Email


From Another Analytical Aspect, Sales is also a tactic of marketing. This is typically what the sales force does. But it is marketing job to focus the entire marketing effort towards providing what customers want and gaining a sustainable strategic advantage. Sales involves most or many of the following activities, including Cultivating Prospective buyers or we may call it ‘leads’ in a market segment; conveying the features, advantages and benefits of a product or service to the lead; and closing the sale or we may call it coming to agreement on pricing and services. This must never be forgotten that a Sales Plan for One Product may be totally different than for Another product.

From this angle as Sales being a tactic of Marketing, a tool of it, is supposed to be taken well care by the marketing department, like they do utilize Advertisement as a tool and tactic. Marketing guys, are known to do market segmentation, market perceptions, market sizing, competitive analysis and reactions, target segmentations, positioning, branding, pricing, promotions, channel of distributions. So these guys do take well care and optimum utilization of sales through their well structured path for analysis ie. Customer, Company and the Competitor Analysis. Specially Customer Analysis is vital and includes Market Segmentation like demographic, psychological, geographic, behavioral and needs-benefit etc. Sales may be enhanced through a well structured path and plan for Research ie. Qualitative, Quantitative, Experimental and finally Observational Techniques based Researches of the market.

Definition of Communication:
Before going to the step of Email Communication, it seems pertinent that we must be cognizant of the Basic Idea of Communication, as well as the why should we choose Email Communication instead of Verbal.
Actually the basic process of communication process begins when a fact or idea is observed by one person. That person ie. Sender of message may decide to translate the observation into a message, and then transmit the message through some communication medium to another person ie. the receiver. The receiver then must interpret the message and provide feedback to the sender indicating that the message has been understood and appropriate action taken.

Advantages of Written communications are;
Another advantage is that written communication provides a permanent record of the messages that have been sent and can be saved for later study. Since they are permanent, written forms of communication also enable recipients to take more time in reviewing the message and providing appropriate feedback. For these reasons, written forms of communication are often considered more appropriate for complex business messages that include important facts and figures. Other benefits commonly associated with good writing skills include increased customer/client satisfaction; improved interorganizational efficiency; and enhanced image in the community and industry.

So, E-MAIL – The Ideal Choice for Written Communication !

Electronic-mail has emerged as a highly popular business communication tool in recent years. Undoubtedly, its capacity to convey important corporate communications swiftly and easily has transformed it into a communications workhorse for business enterprises of all sizes and orientations. There is no parallel or comparison between Email Communication vs. Fax. Let alone Postal mail. Email is Time Effective, Cost Effective, May be Checked and Replied from Everywhere in the world. May be transmitted into few seconds and same moments reach the inbox of the intended recipient. Means, Time and Distance has Shrunk to zero almost. More, it may include with it loads of supportive and aiding documents etc. It may be

Now, we come to the Core Point – How to Make our Message Winning !
Well, Effective Email Business Communication should include Seven C’s, ie. be complete, concise, clear, concrete, correct, considerate, and courteous.
If we be more specific, this means that communication should:
a.Answer basic questions like who, what, when, where
b.Be relevant and not overly wordy
c.Be focusing on the receiver and his or her interests
d.Use specific facts and figures and active verbs
e.Use a conversational tone for readability
f.Include examples and visual aids when needed
g.Be tactful and good natured
h.Be accurate and nondiscriminatory.

It must never be overlooked that unclear, inaccurate, or inconsiderate business communication can waste valuable time, even may alienate employees or customers, and destroy goodwill toward management or the overall business.
From another Angle, we may summarize that Effective Business communication via email must be revolving around following Fundamental Essentials:
1.Subject Must Be Catchy !
Never forget ! That this is very First thing which makes reader read or even open the message or hit trash button. Recipients scan the subject line.. Remember -- your message is not the only one in your recipient's mailbox
2.Email Body Content Must not be irrelevant
Part of human nature is that most of the recipients only read partway through a long message, hit "reply" as soon as they have something to contribute, and forget to keep reading. Why to worry, because this is human psyche, we cant change it, so If your e-mail contains multiple messages that are only loosely related, in order to avoid the risk that your reader will reply only to the first item that grabs his or her fancy, you could number your points to ensure they are all read, split them up into separate messages so your recipient can delete, respond, file, or forward each item individually.
Keep your message readable. Use standard capitalization and spelling, Skip lines between paragraphs. Avoid fancy typefaces. Don't type in all-caps. Online, all-caps means shouting. Regardless of your intention, people will react as if you meant to be aggressive.
3.Never forget to Identify yourself Clearly. When contacting someone new, always include your name, occupation, and any other important identification information in the first few sentences. If you are following up on a face-to-face contact, you might appear too timid if you assume your recipient doesn't remember you; but you can drop casual hints to refresh their memory: "I enjoyed talking with you about ABC’s in the elevator the other day."
4.Be kind -- don't flame – or lose control or unnecessarily be proud
To Enrage or exasperate someone is to write an abusive personal attack. Although, Experienced Business Communication person will never make this mistake But still be cautious that If you find yourself writing in anger, take a break. Take some time to cool off before you hit "send." Don't "flame" without weighing the consequences. Be tolerant of other people's etiquette blunders. If you think you've been insulted, quote the line back to your sender and add a neutral comment such as, "I'm not sure how to interpret this... could you elaborate?"
5.Proofread your message prior to transmitting and hitting the send button.
Well, the common mistake of releasing error-loaded message may tarnish the whole image no matter how powerful the message content may be. So If you are sending a message that will be read by someone higher up on the chain of command, or if you're about to mass-mail dozens or thousands of people, take an extra minute or two before you hit "send".

6.Distinguish between formal and informal situations.
Do we forget the gigantic difference between formal and informal messages? No, never ! When you are writing to a friend or a close colleague, it is OK to use "smilies", abbreviations, LOL for "laughing out loud," etc.) and nonstandard punctuation and spelling. These linguistic shortcuts are generally signs of friendly intimacy, like sharing cold pizza with a family friend. By the same token, don't use informal language when your reader expects a more formal approach. Always know the situation, and write accordingly. Because a mere single informal gesture into a serious message might spoil the whole image thus making it Affecting – instead of Effective. Be careful !

7.Respond Promptly.
A mere delay of some hours, sometimes may be crucial and you may lose the Potential customer, even some current client may be a little angry due to mere lack of due attention or lethargy on your side. If you want to appear professional and courteous, make yourself available to your online correspondents. Even if your reply is, "Sorry, I'm too busy to help you now," at least your correspondent won't be waiting in vain for your reply.
8.Show Respect and Restraint
How Important is Respect ! Value and making someone realize he is not like every one…Don’t we know it or have experienced in our life every where? Sure we did. Remember many a flame war has been started by someone who hit "reply all" instead of "reply." While most people know that e-mail is not private, it is good form to ask the sender before forwarding a personal message. If someone e-mails you a request, it is perfectly acceptable to forward the request to a person who can help -- but forwarding a message in order to ridicule the sender is tacky.Use BCC instead of CC when sending sensitive information to large groups.
9.Additionally, there are some more points to be adhered to ie. Consider your Audience, how receptive they will be? If positive answer expected then maybe more direct. Credibility does count. If you are credible to the reader, you will be welcomed. Organization structure is never ignorable, either it is centralized or decentralized, it must be kept in mind while shaping the message n using the tone. To Motivate the reader, Benefits, are the Best Bet.
Mistakes and Drawbacks Associated with Email Communication:
Apart from Exceptional Advantages and unmatchable, unprecedented Benefits associated with Email. There are also several potential pitfalls and prevailing drawbacks associated with written communication, so they must be kept in mind to avoid making written /email communication ineffective and useless.
a.The sender of written communication does not generally receive immediate feedback to his or her message. This can be a source of frustration and uncertainty in business situations in which a swift response is desired. So, he /she must be patient and learn to wait or follow up with Cool-tone instead of causing some untoward impression on the recipient due to impatience or losing control.
b.It often takes more time to compose, both because of their information-packed nature and the difficulty that many individuals have in composing such correspondence. So, proper email composition techniques must be learnt and followed to make it easy and impressive.
c.There is One Common Prevailing Mistake and Fault of Email Composition, which is alarmingly converting into a tradition ie, usually, many users of e-mail pay little attention to basic rules of grammar and format when composing their letters, even when they are penning business correspondence addressed to clients, customers, vendors, business partners, or internal colleagues. This sloppy correspondence reflects an "astonishing" lack of professionalism. It is a pity that we are accustomed or seem to have been seduced by the ease and informality of the medium to produce messages that ignore the rules and conventions usually in place when producing hard copy. We send out messages with grammar, usage or spelling errors…. In the name of speed, we throw caution to the winds and forget sentence patterning, paragraphing, and other conventions that make messages intelligible, creating unattractive and impenetrable data dumps."

Although there are some drawbacks n faults connected with email correspondence, but obviously these drawbacks are very minor and ignorable as compared to huge benefits and advantages. If the mistakes and faults are paid due heed, then why can’t we generate an effective, powerful and lasting impression message through email.

Published: 2007-04-16

About the author or the publisher
I am a freelance writer who loves to write on topics realted to Relationship and Self Improvement. I am also a Poet and have got my poetries published by International Library of Poetry, USA. I may be contacted or By Cell: 00-92-345-2508971. You are Welcome to make comments by email or on cell.

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