Email – Where Sales Go to Die

Ari GalperAdvisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.

Marketing experts will tell you that an email strategy is essential for driving new client acquisition.

The assumption is that new client opportunities reside in your unconverted prospects, and that if you “drip” them over time with email, they’ll re-engage with you at some point down the road.

This idea comes from the pre-internet days of info-marketing, where providing free information was an effective selling technique.

But times have changed.

Emails used to be read because information was valued.

Now emails are ignored and even seen as a nuisance, because free information is everywhere, and it’s no longer trusted.

Besides, the idea that the sale is something that you build up to over time – as opposed to being a breakthrough moment that you need to reach with the prospect – is flawed.

Unless the prospect agrees to engage you as a client in the initial meeting, then the chances of them engaging you at all are slim to none.