As was stated in the first instalment of this article, the importance of personalising an email quotes letter and ensuring your first contact with the customer is decisive and positive is very important in converting enquiries. Failing to provide a differentiated email quotes letter that clearly states the benefits of using the firm could impact on your ability to convert enquiries. Similarly, refusing to give a verbal quote or clear price during first contact can make your firm seem unprofessional and lacking conviction. Finally, we focused on how failing to personalise the communication to the individual customer could make them feel unvalued and ultimately prevent the business being achieved.
In our final instalment, we will focus on ways to balance the email quotes letter so that it looks and sounds professional whilst also maintaining the friendly and personal approach looked at in part one. We will now look at the final 3 of 6 mistakes that firms make that make them look unprofessional and distant.
If you missed part 1 of this article you can find it here: Email Conveyancing Quotes Letters: How To Improve Results.
- Lack of the email being personalised – 97% of all the email quotes letters in my research showed no effort at personalisation at all, other than the caller’s name being inserted into the auto format template of the email quotes system.
We also had many letters signed for example … “Kind Regards – Conveyancing Team (Name of Branch Office)
The simple truth is that the more personal the better. Remember, your prospective clients don’t really want ‘conveyancing’ at all. To them, this is in most cases about ‘moving home’ and that is the biggest single thing in their lives at that moment. This fact alone deserves some personalisation!
- Too Much Focus On Terms & Conditions – 38% of firms open, or mention very early on in their email quote letters over legalistic terms and conditions, sometimes even prior to anything else. Here is a real one I recently reviewed:
“This letter is an indication of charges on the basis of details presently known and on the assumption that the transaction(s) will not prove to be substantially more complex or time consuming than expected etc.” Hardly a great and friendly opening to a ‘sales’ letter to someone you hope will choose to spend £1,800 with you!
However important this information is, timing is hugely important in the world of sales. It certainly shouldn’t come first.
Your email letter should be personal, seek to influence the potential client to ‘actively want’ your firm and then provide the factual information they need in plain English.
- Attachment fixation – 72% of firms don’t put the information within the body of the email text itself but have multiple attachments to the email.
Whilst I understand that this is driven by some of the many email quotes software applications that are available, it doesn’t alter the fact that in many cases this is simply irritating and less effective from a sales and marketing perspective. At least half of those that go down the ‘attachment’ route had 5 or more attachments to open separately!
The basic rule in sales, is to make it as simple as possible for your potential client to see what they need to see. How would you feel if there was a separate attachment that you had to open for each of the paragraphs in this article?
Do what you can to send out an email, with all the content contained in the body of it.
- Too many errors in the emails – Believe it or not, in 56% of the large number of email quotes letters that I have reviewed, I found serious sloppy errors, which can only have a negative and damaging effect on getting a conversion. For example:
– The wrong name being used.
– The name of the person spoken to, being different from the sender.
– Wrong date.
– Spelllin erorss throught the qote! (Irritating isn’t it? Hardly demonstrates your attention to detail)
Again, all inappropriate to what is essentially a sales and promotional letter that you hope will influence the recipient to ‘actively want’ you.
If you are simply taking the basic transactional details, inserting these into data fields on your screen and pressing your send button, you are almost certainly limiting your conversion rate success.
You must build rapport with your caller; give your fee verbally; talk it through with them and only then, send out your email quotes letter, if there is still some doubt over them going ahead.
Anyone who wants more information training can visit my website: convertingenquiries.com/residentialconveyancing
Professor Ian Cooper
This article was submitted to be published by Converting Enquiries as part of their advertising agreement with Today’s Conveyancer. The views expressed in this article are those of the submitter and not those of Today’s Conveyancer.