This month’s Influencers from Around the World post comes to us from theother side of the world, from Australia’s only Cialdini Method Certified Trainer, Anthony McLean. Anthony heads up the Social Influence Consulting Group. I encourage you to connect with Anthony on Facebook, LinkedIn and/or Twitter.
Helping You Learn to Hear “Yes”.
Influencing Business with Email
In multicultural countries that do business transnationally this is especially
the case. So how do we set about influencing people, especially for business,
hints in this regard:
of a Headline!
is cryptic and doesn’t grab the attention of the recipient.
which ones won’t. Those that answer the
“What’s In It For Me” (WIIFM) will get a greater open rate. For example if I say,
“Here’s your opportunity to seize an influx of resources”
“Hey, I have a $100 for you.”
subject line with the data for identification and action such as:
FOR ATTENTION: Immediate Review of Budget
FOR APPROVAL: New Contract
REMINDER: Tender Submission Due Tuesday
news shows the email is timely and perhaps includes something important that
the recipient may have missed, such as the following:
“Reserve Bank Drop Rates – What it means for your mortgage”
“Media Regulation – the unintended impact on business”
they stand to lose (Scarcity) – all in four words “I will be outspent.”
again. Test to find the ones that get
the best reaction but change them regularly.
Test new headlines and avoid becoming predictable.
who started a negotiation task over email with no period of interaction, i.e.,
they got straight down to business, ended up in a stalemate 30% of the time.
Those students who were first asked to introduce themselves and provide some
personal details including their hobbies, their chosen field of study, their
hometowns and so on, only stalled 6% of the time. The thing to note here was the negotiation
task was exactly the same. The only
difference was the group who was more successful at reaching a resolution
personalised the interaction before getting down to business.
customer that is no excuse for it to be overly formal and boring. Research the person, use your relationship
data and personalise the email. This
goes for the headline and the body of the email.
shows you have made an effort for them and it isn’t a generic email (see point
3). For example,
Hi Brian,I hope you had a great weekend. We finally got some sunny weather and all
that did was make it harder to come back to work today.
The reason for the mail is I read an article and
immediately thought of you. Have a look
at paragraph three; it links perfectly with your current project.
Call me once you’ve read it, as there are some nuances I
want to walk you through so it doesn’t cost you anything.
that they can have twice the response rate of traditional messages. One project was even successful in achieving
a 127% increase in open rates over their normal approach.
a big impact on personalising your emails.
them. What will make their lives easier? Why would they continue to open your
emails? Don’t subject them to mass email blasts. Take the time and show them
that you have made the effort to personally send them the email.
expected. This effort will drive reciprocation in effort and cultivate a stronger
working relationship in the process.
time. Be selective who you share your
information with and highlight its exclusive nature when it is the case. Give them what is truly valuable and they will
give you business and loyalty, but you need to go first though.
Rule. For the top 20% of your database,
i.e., those who engage, buy more products, advocate your services, etc.,
personalise your approach to them and give them more. For the other 80% a standard one-size-fits
approach may apply. If however someone
steps up to the 20%, let them know, make them feel special and tell them you
would like to give them a more personalised service because of how important
they are to you. Your emails will do the
clear what you want the recipient to do. Whether it is in the subject line or
in the body of the report, it must also always be in the final sentence of the
different tangent, as the call to action will be lost.
Hi Jill,I am really looking forward to your briefing on Thursday.
In preparation for the meeting can you please provide a
copy of the presentation for the leadership team no later than 2 p.m. on
Wednesday along with a short video synopsis explaining your take on the current
staff leave policy?
I hope your new team is performing well and really
embracing the new technology platforms we have introduced. It is making a
big difference to other parts of the business.
conversation on that issue while the actual focus of the email was introduced
in paragraph two – the presentation on the company’s leave policy.
have requested. If it is asking for
business we would recommend not doing that over email because if they say “No”
it is harder for you to make a concession thereby reducing the chances they
will reciprocate and make a concession and accept your alternative.
and action taken upon it is the time of the day it is sent. The best indicator
is to review when the recipient has most frequently opened and/or replied to
emails in the past.
opened are as follows:
and action rate in the first hour after they are sent. Therefore when sending important emails ensure
you send them in the hour prior to the above listed times but focus on morning
and early afternoons for most attention.
have a global database perhaps scheduling software will help you to land at
just the right time.
opening emails at 8 p.m. you may get opened but if you are asking for
considerable action it may be held over until the following day and then in the
morning the newer emails are now sitting on top of yours perhaps rendering it
to inbox oblivion.
strategy employed achieved the desired results. If it didn’t, why? What can you improve
for next time?
attention, personalise it as much as appropriate but don’t overdo it.
Give only things that are meaningful and ensure the call to action is clear.We can employ all six of Dr. Cialdini‘s Principles of Persuasion in
the body of the email; however the above 5 tips for influencing business with
email will give you the structure to start and test you email success.