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An Assertive Sales Email

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Bill Farquharson

You've called and called. You've emailed and emailed. Nothing. Why not try something a bit more assertive? In his blog this week, Bill Farquharson offers an idea for a prospecting email that addresses your prospect's question, "Why do I keep bugging you?"

Most sales emails are benign and polite. They inform and educate. They are too long, poorly written, and ultimately ignored.

So, why not up your game a bit? Why not take on the elephant in the room and send an email discussing the subject of diligence?

That is, Why do I keep bugging you for an appointment?

Good morning!

Hopefully, you have noticed how persistent I have been in trying to connect with you, and hopefully, you are not annoyed.

Do you want to know why I keep trying? Do you want to know why I am not letting your non-response deter me from another attempt? Here are three…

Reason #1: To differentiate myself.
90% of my competition quits after just one voice mail. If I call you twice, I’ve done something that nine out of ten sales reps trying to reach you haven’t done.

Reason #2: To demonstrate the future
If I am working this hard to get your attention, can you imagine how hard I will work for you as a client?

Reason #3: To portray professionalism
Did you now the #1 reason why a Buyer chooses a sales rep? According to Purchasing magazine, it’s their sales ability. That includes trustworthiness, follow up, knowledge, and professionalism.

I believe a good vendor is as important as a good customer. If you agree, let’s talk. I’ll be following up on this email with a phone call. So, when you see a phone number ending in “7036” on your Caller ID, pick up. It’s me.

Talk to you soon.

Bill Farquharson

Sales Vault members are learning sales tactics like this and using them to succeed where others fail. Want more? Go to or call Bill Farquharson at 781-934-7036.

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