I recently got a truly awful prospecting email.  It might not be the all time worst.  In fact I’ll wager I’ll come across others that will give it a run for its money.  But, it was pretty bad.

First, the Subject line said something like: “Will you be in this aft?”  Guess that was to make you think the email was from someone you know.  But, really. . . aft??

Second, the email used an age-old closing technique that can be effective in person, but doesn’t translate into writing.   The email was short – that’s good.  The writer was basically asking for a few minutes to discuss their product.

The “close” used was something like:  “Is this afternoon good or would tomorrow be better?”

Now, when you’re talking to someone, that question (if asked naturally) can get someone who is hesitating off the mark to make a decision about seeing you.  But, in an email?

The whole point of the question is to encourage a prompt answer.  And, suggesting alternatives gets the prospect to focus, and hopefully they respond in the affirmative.  But, in an email – what is the purpose?  I have lots of time to think of hundreds of reasons why neither “this aft” or tomorrow is a good idea.

So, be careful how you craft your email correspondence.  And, oh, by the way, consider your audience.  Never try to “sell” a salesperson!!